If you’d like, you can apply a combination of custom goals and standard goals to your campaign. You may wish to use custom goals in rare situations when you have a non-standard advertising objective. Custom goals can include any combination of primary and secondary conversion actions. If none of the standard goals in your account meet your exact needs, you can create a custom goal to apply to a specific campaign. For example, you may have set both “purchase” and “add to cart” as account-default goals but would like to measure only the “purchase” goal for one of your campaigns. You can customize which standard goals to apply to a specific campaign using the campaign-specific goals setting. You can choose which standard conversion goals to apply to a specific campaign.
When applying campaign-specific goals you can either use the standard goals that Google provides or create a totally custom goal.
We also recommend using all account-level goals because any changes made to your account-level goals won’t be applied to your campaigns that aren’t strictly using account-level goals. Note: If you have several conversion actions that deliver different values to your business, instead of using the campaign level conversion setting, report on all the conversion actions at the account-level and use Target ROAS or Maximize Conversion Value bidding strategy with different values assigned to each action to optimize effectively without any data loss.
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