Set boost based on full funnel conversion rates

This script sets a dimension with a specified boost value based on the ratio of upstream conversions (e.g. form fills) to downstream final conversion events (e.g. purchase).

What can I do with this?

Marin's Dynamic actions can use the boost column to automatically adjust the calculated bid for a keyword based on the full funnel conversion rate. This will optimize bidding toward the final business value rather than the initial touch point with the customer.

How it works

Setup

  • Multiple conversion events are tracked as different conversion types in Marin
  • Create a custom column called Ratio that is the ratio of the upstream and downstream conversion
  • Dimension called FullFunnel to hold the calculated boost value

Customization

  • Adjust thresholds and boost values

 

 

 

Written by Wes MacLaggan

Last published at: June 3rd, 2024