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Automated Bidding for PLA Campaigns and Conversion Tracking Setup

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Currently I have several PLA campaigns setup using the automated bidding system.  My conversion tracking is passing the order total (shipping + taxes) rather than the order subtotal. Because of this my ROAS calculations are highly inflated.

 

My main concern is that I am feeding the automated bidding system bad data.  Because of how I have conversion tracking setup would be including shipping + taxes when determining whether or not it hit the target ROAS?

 

For Example:

 

Target ROAS 10x

 

Adcost = $2.00

 

Subtotal = $15.00

Shipping = $5.00

 

So my order total would be $20. In this case it cost me $2.00 to get the conversion, taking the order total the target ROAS was hit when in reality the true ROAS is 7.5x.  Currently reports I pull now would give me the 10x number which has me concerned.

 

Any insight would be appreciated.

 

1 Expert replyverified_user
1 ACCEPTED SOLUTION

Accepted Solutions
Marked as Best Answer.
Solution
Accepted by topic author David F
July 2017

Automated Bidding for PLA Campaigns and Conversion Tracking Setup

Top Contributor
# 4
Top Contributor

You have two options:

 

Fix the conversion tracking to exclude shipping

Adjust your target ROAS to factor in shipping

 

Because ROAS is purely a percentage, and shipping costs are rarely a percentage of the sale amount, all you can do is approximate.

 

 

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Automated Bidding for PLA Campaigns and Conversion Tracking Setup

Visitor ✭ ✭ ✭
# 2
Visitor ✭ ✭ ✭

Which automated bidding system are you using for PLA campaign?

Automated Bidding for PLA Campaigns and Conversion Tracking Setup

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

I am using the target ROAS System:

 

https://support.google.com/adwords/answer/6309035

Marked as Best Answer.
Solution
Accepted by topic author David F
July 2017

Automated Bidding for PLA Campaigns and Conversion Tracking Setup

Top Contributor
# 4
Top Contributor

You have two options:

 

Fix the conversion tracking to exclude shipping

Adjust your target ROAS to factor in shipping

 

Because ROAS is purely a percentage, and shipping costs are rarely a percentage of the sale amount, all you can do is approximate.