CampaignLifecycleGoal resources of the
Google Ads API to configure goals related to the customer lifecycle. As of v15, the
Google Ads API supports customer acquisition
goals for efficiently
acquiring new customers through your Google Ads Search and Performance Max
If your Google Ads account is using cross-account conversion tracking, then you must configure customer lifecycle goals in the Google Ads conversion customer account instead of directly in your Google Ads account. You should still set campaign lifecycle goals in your account, however. This is similar to how you manage other goals when using cross-account conversion tracking.
Handle create and update operations (for v15 only)
In Google Ads API v15, the operations supported in the
differ slightly from other services in the Google Ads API. Instead of having separate
update operations, the v15
have only a
create operation, and you indicate your intent using the
update_mask as follows:
To create a lifecycle goal using v15, populate
createwith the goal but don't set its
resource_nameand don't set the
update_maskof the operation.
To update a lifecycle goal using v15, populate
createwith the goal, set the
resource_nameof the goal, and set the
update_maskto list the fields you want to update.
Configure customer lifecycle goals
At the customer-level, configure a lifecycle goal by creating or updating a
CustomerLifecycleGoal. There can be at
CustomerLifecycleGoal per Google Ads account.
The customer lifecycle goal contains two fields:
existing_user_listsfield to indicate which user lists contain existing customers.
high_lifetime_value_user_listsfield indicates which user lists contain high lifetime value customers. You can read this field, but it is immutable in the Google Ads API.
valuefield to define the additional value adjustment to add to a new customer's first purchase conversion.
You can read the
high_lifetime_valueof the goal, but this field is immutable in the Google Ads API.
Configure campaign lifecycle goals
At the campaign level, configure a lifecycle goal by creating or updating a
CampaignLifecycleGoal. There can be at
CampaignLifecycleGoal per campaign.
customer_acquisition_goal_settings field of a campaign-level goal lets you
set the optimization mode of the campaign as well as override the value settings
from the parent customer goal.
optimization_mode can be one of the following values:
- The campaign targets new and existing customers equally. This is the default optimization mode.
- The campaign targets both new and existing customers, but bids higher for
customers that are predicted be new and are not in one of the
- The campaign only targets new customers.
value_settings are the same as the
customer_acquisition_goal_value_settings on the customer-level goal. Use these
campaign-level settings to override the values for a specific campaign.
Retrieve lifecycle goals
As with other resources in the Google Ads API, use the
GoogleAdsService to retrieve
The following query retrieves the details of every
CustomerLifecycleGoal in a
Google Ads account:
Similarly, the following query retrieves the details of every