Question: A travel agency wants to implement value-based bidding to prioritize high-margin bookings. They are currently passing hotel star ratings into Search Ads 360 at the time of purchase. Which feature should they use to automatically increase the reported conversion value by $30 specifically for 4-star hotel stays?
- Custom variable adjustment
- MatchID offline matching
- Conversions with cart data
- Data-driven attribution (DDA)
Explanation
This use case matches custom variable adjustments because the advertiser is already passing hotel star rating data into Search Ads 360 as a custom variable. Google documents that this feature lets advertisers adjust conversion value based on custom variable conditions tied to a selected conversion action. The available operations include Set, Increase, and Multiply, so adding $30 for conversions where the hotel stay matches the 4-star condition is the intended setup. That makes it the correct way to automatically raise reported conversion value for a specific booking segment without changing the base conversion tag. Google Help+2Google Help+2
Why the other options are incorrect
Data-driven attribution (DDA) changes how conversion credit is distributed across interactions, not how a reported conversion value is increased for a custom variable condition. Google Help+1
Conversions with cart data passes transaction details for measurement, but the documented feature for adding an extra amount based on a custom variable condition is custom variable adjustments. Google Help+1
MatchID offline matching is used for matching conversions, not for rule-based conversion value increases tied to hotel star ratings. Google Help
Source for verification
About custom variable adjustments Google Help
Set custom variable adjustments Google Help
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