ScowttHelp Center

For SA360 managers · Updated Nov 6, 2026

Set up your Search Ads 360 test campaign

Once Scowtt confirms values are flowing into your Scowtt Conversion Value Floodlight, you attach it to the test campaign in SA360 and build reporting columns for each funnel stage. If your campaigns are managed in SA360, the test is built in SA360 too.

How it works: At go-live, you put the Scowtt Conversion Value Floodlight in a custom goal, apply it to the test campaign and match the bid strategy to the Floodlight type. You build the reporting columns. Scowtt reviews the setup and reads the result with you.

Before you start

  • Scowtt's Floodlight activities created, their IDs sent, and Scowtt's confirmation that values are flowing. See Connect Search Ads 360.

Attach the Floodlight at go-live

  1. You: Create a custom goal

    In SA360, create a custom goal that contains the Scowtt Conversion Value Floodlight. Attaching a Floodlight to a campaign generally needs a goal to hold it.

  2. You: Apply the goal to the test campaign

    Apply it to the Scowtt campaign, or to the test arm if you're running a test. Leave the control campaign on its existing goals.

  3. You: Match the bid strategy to the Floodlight type

    Use maximize conversion value for a Sales or Transaction Floodlight, and maximize conversions for a Counter or Count Floodlight. Set no bidding target for roughly the first week, so the campaign gathers baseline data first.

Build the reporting columns

Each ground truth Floodlight needs a pair of columns, a count and a cost per, so cost at each stage reads independently of what's driving bidding. Your stages differ from other customers', so build a pair for each stage you agreed.

  1. You: Create the count column

    Open a reporting tab and go to Columns > + Custom column > Custom conversion column. Name it after the stage, for example Scowtt MQL. In the Conversion actions section select Floodlight, then check the Floodlight activity for that stage.

  2. You: Create the cost-per column

    Create a Custom formula column named, for example, Scowtt Cost / MQL, with the formula Cost divided by the count column you just created.

  3. You: Repeat for each stage, and for the value Floodlight

    Build the same pair for every stage, and for the Scowtt Conversion Value Floodlight, so the bidding signal itself is visible.

Running the test in SA360

Your team builds the experiment in SA360. Scowtt usually doesn't have edit access to campaign setup, so it reviews rather than configures.

  • Goals can't be set per arm in Google Ads. On a Google Ads experiment over an SA360-managed campaign, changing the conversion goal happens at campaign settings level and affects both arms, which defeats the test. The same goes for ad-level URL changes for CRM tracking. Build the experiment in SA360 instead.
  • Have your SA360 team check tracking templates first. URL tracking templates usually need their review before launch, to confirm CRM tracking still works and nothing in SA360 breaks. Build this into the timeline.
  • Start dates don't always move. Changing an experiment's start date after creation may not take effect, and the experiment can start on the original date. If that happens, pause the ad group, then either resume on the intended date or rebuild for clean data.
  • Check the test arm's ad groups are enabled. An ad group paused during setup stays paused in the test arm, and the campaign won't spend. Check the test arm mirrors the control arm's live ad groups before calling it live.
  • Allow time for tag work. If any Floodlight needs an online tag, your developers install it in Tag Manager before go-live. This is usually the longest step.

What to watch after launch

  • SA360 and Google Ads campaigns compete with each other. Running the same keywords from both platforms raises costs on both. If your account is split across SA360 and Google Ads, remove the overlap before reading any result, or move everything to one platform.
  • SA360 overrides changes made in Google Ads. A bid or target changed in Google Ads can be reset by SA360 on its next sync. Make changes in SA360 and confirm they held.
  • Compare platform numbers with your CRM early. Agree with your Scowtt team which source is primary for the readout, and set up your own CRM-side view of the same comparison. Some difference is normal, but find it in week one, not at the readout.
  • SA360's upload method is changing. Google is replacing SA360's older upload APIs with Data Manager, which is also the route to enhanced conversions. If you want enhanced conversions for leads on SA360, raise it with your Scowtt team, as the approach may change.