Target ROAS
Also called tROAS.
Maximize conversion value with a return target attached. You name the revenue you want per unit of spend and Google bids to hit that ratio.
Why it matters
It needs everything Maximize conversion value needs and then a target that is actually achievable against the values you are sending.
What goes wrong
Set against estimated lead values rather than banked revenue, the target has to be read in the same currency as the estimates. A target derived from real closed revenue, applied to a feed of day-0 expected values, asks for a ratio the numbers cannot produce and the campaign throttles itself down to nothing.
Next to this
The rest of this step
Measure this on your own data
The diagnostic reads a CRM export in your browser and reports your volume, your match rate and the spread between your leads against the thresholds in this glossary. Nothing is uploaded and no account is needed.