Conversion Goals

Conversion goals help you measure and optimize for the type of conversion you care most about. Choosing a conversion goal lets you measure a specific conversion type for each ad group in conversions objective campaigns, which is measured on the dashboard. Our backend models, such as automated bidding, will also use your conversion goal when optimizing your ad group.

Conversion goals are also a great way to segment your ad groups by business objective. You can set different conversion goals for different ad groups, even if they fall under the same campaign.

The Reddit Pixel or Conversions API must be implemented on your site for ad groups to optimize for conversion goals. Learn how to track conversions with the Reddit Pixel.

Do you learn better by watching? Watch the next video or check out other tutorials on the Ads Formula.

Choose a conversion goal

1. Create a conversions objective campaign or an ad group in an existing conversion objective campaign.
2. On the ad group page under Set up delivery > Conversions, choose a conversion goal.
3. Finish setting up your ad group and ad.

Available conversion goal events

• Purchase
• Lead
• Signup
• Add to Cart
• Page Visit

As of June 1, 2025, you will no longer be able to optimize for the following conversion events. 

• Add to Wishlist
• Search
• View Content

You can continue to leverage these events for insights into your customer journey and retargeting.

Reporting

Ad groups in conversion objective campaigns have conversion goal metrics available in the Ad Groups tab on the dashboard. Ad groups without a conversion goal or that aren’t part of a conversion objective campaign won’t have any data for these metrics.

Conversion goal metrics

• Goal: The selected conversion goal for the ad group.
• Cost Per Result (Cost Per Purchase for Purchase goals): Calculated as (Total Spend)/(Click-through Conversions + View-through Conversions for the conversion goal.
• Total Result: The total number of click-through and view-through conversions for the conversion goal.
• Click-Through Result: The number of click-through conversions for the conversion goal.
• View-Through Result: The number of view-through conversions for the conversion goal.
• Result Rate: Calculated as (Click-through Conversions) + (View-through Conversions)/(Impressions) for the conversion goal.
• Purchase ROAS (Return on Ad Spend): Calculated as (Total Value of Purchases)/(Total Spend).

Things to know

• Conversion goals are required for all ad groups in conversion objective campaigns.
• Selecting a conversion goal and then saving your ad group will set that goal permanently. You must rebuild the ad group to change your goal.
• You can set conversion goals with bulk import.
• Only conversion events that you're already sharing can be selected.
• Custom event conversion goals aren't currently supported.