Data exclusion

When a tag breaks for three days, Smart Bidding sees clicks with no conversions and learns that the traffic got worse. It then bids down, even after the tag is fixed.

A data exclusion marks those days so the bidding ignores them. Without one, a tracking outage costs money twice: once while broken, again while the bidding recovers.

1. Open Tools, then Adjustments, then the Exclusions tab.
2. Create an exclusion with the exact start and end of the outage.
3. Choose the campaigns or campaign types it applies to.
4. Keep a note of the cause next to it.

A site update removes the purchase tag on Friday and it is restored on Monday. A data exclusion for Friday to Monday stops Smart Bidding from treating those three days as a collapse in conversion rate.

• Using data exclusions for days that simply performed badly.
• Forgetting them after a tracking outage, so bidding drops for weeks.
• Expecting them to change past numbers in reports.

The audit checks Oppy runs on this, each with its own page.

• A goal Google is aiming at that has never been hit
• Sales recorded with no amount

• Smart Bidding: Google's automated bid strategies that set a bid for each auction toward conversions or conversion value.
• Seasonality adjustment: A note to Smart Bidding that conversion rates will jump for a short, known period, such as a flash sale of a few days.
• Conversion: An action you count as a result of an ad: a purchase, a lead form, a call, a sign-up or a store visit.