Campaign types and settings
Conversion campaign
A campaign set to drive a tracked action on the advertiser's site or app, such as a purchase or a form submission.
What it is
The platform uses conversion data to find people likely to complete the action, and bids for them.
Why it matters
For lead generation and e-commerceIt ties spend directly to results, which is why most performance budgets run in conversion campaigns.
In practice
It needs working conversion tracking and enough conversions for the platform to learn; read it by cost and value per conversion.
A common mistake
Optimizing toward an action that happens too rarely for the platform to learn, so the campaign never settles.
All terms