Support

Google Ads columns for your Tapper goal

On this page

Each Tapper goal has its own conversion action in Google Ads. A few custom columns show what the goal receives and what it costs, beside the numbers you already watch.

Find the goal's conversion action

A goal created from Predicted conversion value adds two things to your Google Ads account:

  • A conversion action whose name starts with "Tapper - Predicted".
  • A custom goal that holds only that action, named "Tapper Goal - Predicted Conversion Value" on newer goals.

The rest of the name can differ. Older goals can have a different ending or capitalisation, and a second goal of the same type ends in " 2". If your account uses conversion tracking from a manager account, both names end with your ad account's ID.

The action is a secondary action. It counts in Google's All conv. columns, and it drives bidding only in the campaigns you attach the goal to. On campaigns the goal is attached to, Google's Conversions, Conv. value and Conv. value / cost columns include Tapper's predicted values, so Conv. value / cost there is not your real return on ad spend.

Add the columns

In Google Ads, open your campaigns and create a custom column for each row below. Filter the conversion metric in each one to your goal's conversion action, whose name starts with "Tapper - Predicted".

ColumnMetricWhat it shows
Tapper goal conversionsAll conv.Visitors Google counted a Tapper value for
Cost per Tapper goal conversionCost divided by All conv.What each of those visitors cost
Tapper goal valueAll conv. valueThe total of the Tapper values Google counted

For a quick look, segment the whole table by conversion action instead, and read the All conv. column.

Read the count and the cost

Tapper sends values only for clicks on campaigns that feed the goal and are attached to it. Each Tapper visitor ID counts once per goal, so the same person on a second browser or device can count again. A rising count shows the goal is receiving values. The cost per conversion is a cost per valued visitor, not a cost per sale.

Why the value is a setting, not revenue

The value on the Tapper action is Vantage's estimate of what a visitor is worth. Google uses it to rank clicks. It is not money you made:

  • Each value is capped at a ceiling Tapper sets for the goal during its setup review.
  • Values go out in a currency set for the goal, and Google converts them to your account's currency.
  • A value can reach Google before the visitor buys anything.

So the goal's value divided by its cost is not your return on ad spend. Read your results on net revenue, on Vantage > Results.

Still need help?

Chat with our team and mention this article.