Your athleisure brand customer wants to know what yoga pants drive the most sales.WIthin Search Ads 360, what should they set up in a Floodlight column to get more information about their conversions before the upcoming holiday season?

Analysis of Correct Answer(s)

• Custom metrics: This is the correct feature to use. Custom metrics allow you to create custom Floodlight columns in Search Ads 360 that perform calculations based on the data passed through Floodlight tags. To identify sales for specific yoga pants, the advertiser would first capture product-level details (like SKU or product name) using custom variables in their Floodlight tag. Then, they would create a custom metric in the SA360 UI to filter and sum the revenue or quantity for only the yoga pants, making this data visible in a reporting column.

Analysis of Incorrect Options

• Conversion cart data: While the information originates from the conversion cart data, this is a general term for the source of the data, not the specific feature you configure in a Search Ads 360 column for reporting.

• Custom variables: This is a crucial part of the process but not the final step. Custom variables (or "u-variables") are used within the Floodlight tag on the website to collect specific data, such as product SKUs, categories, and prices. However, they don't create the reporting column themselves; a custom metric is needed to process and display this variable data.

• Budget bid strategies: This feature is entirely unrelated. Budget bid strategies are used for automating budget allocation and spend pacing across campaigns, not for granular conversion reporting.