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