Your customer, a wellness brand, has multiple types of natural supplements for stress and anxiety. To understand how buyers convert on the different varieties of supplements, what should you set up for your customer within their Search Ads 360 account?

Analysis of Correct Answer(s)

• Custom Floodlight variables are the correct choice. They are custom parameters (often called u-variables) that you can add to your Floodlight conversion tags to capture additional, specific information that is not tracked by default. To solve the customer's need, you would set up a variable to capture the product category (e.g., "stress" or "anxiety") or the product SKU for each supplement sold. This allows you to segment conversion reports directly within Search Ads 360 and analyze the performance of different product varieties.

Analysis of Incorrect Options

• Conversion cart data: While this feature is used for reporting on multi-product sales, it is fundamentally enabled and populated by custom Floodlight variables. The variables are the foundational setup required to capture the cart-level details in the first place.
• Data-driven attribution: This is an attribution model that assigns credit to different touchpoints in the conversion journey. It helps understand how users convert, but it does not provide insight into what specific items they purchased.
• Budget bid strategies: These are automated tools for optimizing campaign spend and bids to achieve performance goals (e.g., Target CPA, Maximize Conversions). They are focused on campaign management, not on the granular tracking of conversion details.