You're working with a sports equipment brand. They want to understand what happens after basketball transactions occur on their site so they can look for cross-sell opportunities to learn what other products to include in their next campaigns.What tool within Search Ads 360 should they turn to?

Analysis of Correct Answer(s)

• Conversion cart data is the correct tool because it is specifically designed to capture detailed, product-level information about a transaction. By implementing this feature, the advertiser can pass data for each item in a shopping cart (like SKU, quantity, and price) back to Search Ads 360. This allows them to create reports that show which other products are frequently purchased alongside basketballs, directly revealing cross-sell opportunities.

Analysis of Incorrect Options

• Custom Floodlight variables: While these variables can pass additional data about a conversion, they are not structured to handle the granular, multi-item detail of a shopping cart. They are better suited for passing singular data points, such as customer loyalty status or store location, not a list of purchased products.

• Data-driven attribution: This is an attribution model used to assign credit to various ad interactions along the conversion path. Its purpose is to understand which touchpoints influenced a sale, not to analyze the contents of the sale itself.

• Budget bid strategies: These are automated systems for managing campaign budgets and bids to achieve performance goals (e.g., maximizing conversions or revenue). They are used for campaign optimization and have no function for analyzing the specific products within a transaction.