生命周期目标

您可以使用 Google Ads API 的 Goal 和 CampaignGoalConfig 资源来配置与客户生命周期相关的目标。 Google Ads API 支持 客户获取目标 和 客户留存目标，以便通过 Google Ads 广告系列高效管理客户生命周期 价值调整。

如果您的 Google Ads 账号使用的是 跨账号转化跟踪，则必须在 Google Ads 转化账号中配置 客户级生命周期目标，而不是直接在 Google Ads 账号中配置。不过，您仍应在账号中设置广告系列级配置。这与您在使用跨账号转化跟踪时管理其他目标 的方式类似。

客户生命周期目标类型

客户生命周期目标是在账号级别使用 Goal资源配置的。目标代表特定的生命周期目标，由其 goal_type 定义。

支持的生命周期目标类型包括：

NEW_CUSTOMER_ACQUISITION
通过为新客户的转化分配价值调整，高效获取新客户。
CUSTOMER_RETENTION
重新吸引现有客户、高价值客户和已流失的客户。
LOYALTY_RETENTION
专门提高会员回馈活动成员的留存率和互动度。

配置客户生命周期目标

在客户级别，通过创建 Goal来配置生命周期目标。在 Google Ads 账号中，每种目标类型（NEW_CUSTOMER_ACQUISITION、CUSTOMER_RETENTION 或 LOYALTY_RETENTION）最多只能有一个 Goal。

“新客户获取”目标设置

如需设置“新客户获取”(NCA)，请将 goal_type 设置为 NEW_CUSTOMER_ACQUISITION，并使用 GoalService在 new_customer_acquisition_goal_settings字段中配置设置。

new_customer_acquisition_goal_settings.value_settings 字段使用 CustomerLifecycleOptimizationValueSettings 为 获取的客户指定转化价值调整：

  • value_settings (CustomerLifecycleOptimizationValueSettings):
    • value_adjustment (oneof):
      • additional_value (double)：要添加到新客户首次购买转化次数的增量转化价值。
      • value_multiplier (double)：要应用于新客户首次购买转化的转化价值的调节系数（NEW_CUSTOMER_ACQUISITION 不支持此设置；LOYALTY_RETENTION 支持此设置）。
    • high_lifetime_value_adjustment (oneof):
      • additional_high_lifetime_value (double)：针对被识别为具有高生命周期价值的新客户的增量转化价值。
      • high_lifetime_value_multiplier (double)：要应用于具有高生命周期价值的新客户的转化价值调节系数（尚不支持）。

高生命周期价值应大于价值，并且高生命周期价值调节系数必须严格大于价值调节系数（如果已设置）。

def create_nca_goal(client: GoogleAdsClient, customer_id: str) -> None:
    """Sends an API request to add a new New Customer Acquisition Goal.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
    """
    goal_operation: GoalOperation = client.get_type("GoalOperation")
    goal = goal_operation.create
    goal.goal_type = client.enums.GoalTypeEnum.NEW_CUSTOMER_ACQUISITION

    # Configure the value adjustments.
    value_settings = goal.new_customer_acquisition_goal_settings.value_settings
    value_settings.additional_value = 50.0
    value_settings.additional_high_lifetime_value = 100.0

    goal_service = client.get_service("GoalService")
    goal_service.mutate_goals(
        customer_id=customer_id, operations=[goal_operation]
    )

“客户留存”目标设置

如需设置“客户留存”，请将 goal_type 设置为 CUSTOMER_RETENTION，并在 retention_goal_settings 字段中配置设置。

在创建“客户留存”目标之前，您必须满足 留存目标简介中所述的前提条件。这包括拥有效果最大化广告系列和目标客户匹配用户名单。

def create_retention_goal(client: GoogleAdsClient, customer_id: str) -> None:
    """Sends an API request to add a new Customer Retention Goal.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
    """
    goal_operation: GoalOperation = client.get_type("GoalOperation")
    goal = goal_operation.create
    goal.goal_type = client.enums.GoalTypeEnum.CUSTOMER_RETENTION
    value_settings = goal.retention_goal_settings.value_settings
    value_settings.additional_value = 50.0
    value_settings.additional_high_lifetime_value = 100.0

    goal_service = client.get_service("GoalService")
    goal_service.mutate_goals(
        customer_id=customer_id, operations=[goal_operation]
    )

这会在账号级别为指定的客户账号创建一个新的“客户留存”目标，该目标将应用于其所有广告系列。默认情况下，此目标会定位到目标客户匹配用户名单中的所有用户。

“会员留存”目标设置

如需为会员回馈活动成员设置“会员留存”目标，请将 goal_type 设置为 LOYALTY_RETENTION，并在 loyalty_retention_goal_settings 字段 (LoyaltyRetentionGoal) 中配置设置。

与 NEW_CUSTOMER_ACQUISITION 和 CUSTOMER_RETENTION 目标（使用 附加价值调整）不同，LOYALTY_RETENTION 目标支持使用 CustomerLifecycleOptimizationValueSettings 在 value_settings 中设置 value_multiplier：

def create_loyalty_retention_goal(
    client: GoogleAdsClient, customer_id: str
) -> None:
    """Sends an API request to add a new Loyalty Retention Goal.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
    """
    goal_operation: GoalOperation = client.get_type("GoalOperation")
    goal = goal_operation.create
    goal.goal_type = client.enums.GoalTypeEnum.LOYALTY_RETENTION
    goal.loyalty_retention_goal_settings.value_settings.value_multiplier = 1.5

    goal_service = client.get_service("GoalService")
    goal_service.mutate_goals(
        customer_id=customer_id, operations=[goal_operation]
    )

细分受众群体

您必须使用 UserListCustomerType 资源 来细分客户生命周期目标（包括“新客户 获取”“客户留存”和“会员留存”目标）的受众群体。您必须为用户名单和类别的每种组合创建一个 UserListCustomerType，从而将每个用户名单与一个或多个类别相关联。

使用 UserListCustomerTypeService 创建 UserListCustomerType 实例。

UserListCustomerTypeService 仅支持 create 和 remove 操作，因此，如果您想更新现有的 UserListCustomerType，必须 先将其移除，然后使用必要的更新创建一个新的。

UserListCustomerType 只能分配给一个用户名单，但一个用户名单可以有多个关联的 UserListCustomerType 实例，前提是 UserListCustomerType 实例之间没有冲突 。尝试将具有以下 组合的 customer_type_categoryUserListCustomerType实例分配给同一用户名单会导致 UserListCustomerTypeError.CONFLICTING_CUSTOMER_TYPES错误：

第一个 customer_type_category 第二个 customer_type_category
PURCHASERS CONVERTED_LEADS
PURCHASERS QUALIFIED_LEADS
PURCHASERS CART_ABANDONERS
CONVERTED_LEADS QUALIFIED_LEADS
DISENGAGED_CUSTOMERS CONVERTED_LEADS
DISENGAGED_CUSTOMERS QUALIFIED_LEADS
DISENGAGED_CUSTOMERS CART_ABANDONERS
LOYALTY_TIER_X_MEMBERS LOYALTY_TIER_Y_MEMBERS

配置广告系列生命周期目标配置

在广告系列级别，您可以使用 CampaignGoalConfig 配置广告系列专用覆盖或 定位选项。获得账号级目标后，使用其 resource_name 通过 CampaignGoalConfigService 上的 mutate_campaign_goal_configs 方法创建 CampaignGoalConfig.

广告系列“新客户获取”设置

如需在广告系列级别覆盖设置或配置 NCA 定位， 请配置 campaign_new_customer_acquisition_settings 字段（类型为 CampaignNewCustomerAcquisitionGoalSettings）：

  • value_settings_override （类型： CustomerLifecycleOptimizationValueSettings）： 用于覆盖账号级设置的自定义价值调整。
  • target_option （类型： CustomerLifecycleOptimizationMode）：控制客户 生命周期优化模式。选项包括：
    • TARGET_ALL：广告系列同时定位新客户和现有客户，但使用配置的价值调整针对新客户提高出价。
    • TARGET_SPECIFIC：广告系列仅定位新客户。出价调整不适用于此选项。
def create_campaign_nca_config(
    client: GoogleAdsClient,
    customer_id: str,
    goal_resource_name: str,
    campaign_resource_name: str,
) -> None:
    """Sends an API request to add a new CampaignGoalConfig for NCA.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        goal_resource_name: the resource name of an existing NCA Goal.
        campaign_resource_name: the resource name of an existing Campaign.
    """
    operation: CampaignGoalConfigOperation = client.get_type(
        "CampaignGoalConfigOperation"
    )
    goal_config = operation.create
    goal_config.campaign = campaign_resource_name
    goal_config.goal = goal_resource_name

    # Set the target option to target both new and existing customers.
    nca_settings = goal_config.campaign_new_customer_acquisition_settings
    nca_settings.target_option = (
        client.enums.CustomerLifecycleOptimizationModeEnum.TARGET_ALL
    )
    # Optionally override value settings.
    nca_settings.value_settings_override.additional_value = 60.0

    campaign_goal_config_service = client.get_service(
        "CampaignGoalConfigService"
    )
    campaign_goal_config_service.mutate_campaign_goal_configs(
        customer_id=customer_id, operations=[operation]
    )

广告系列“客户留存”设置

如需在广告系列 级别覆盖设置或配置留存目标定位，请配置 campaign_retention_settings 字段（类型为 CampaignRetentionGoalSettings）：

def create_campaign_retention_config(
    client: GoogleAdsClient,
    customer_id: str,
    goal_resource_name: str,
    campaign_resource_name: str,
) -> None:
    """Sends an API request to add a new CampaignGoalConfig for Retention.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        goal_resource_name: the resource name of an existing Retention Goal.
        campaign_resource_name: the resource name of an existing Campaign.
    """
    operation: CampaignGoalConfigOperation = client.get_type(
        "CampaignGoalConfigOperation"
    )
    goal_config = operation.create
    goal_config.campaign = campaign_resource_name
    goal_config.goal = goal_resource_name

    goal_config.campaign_retention_settings.target_option = (
        client.enums.CustomerLifecycleOptimizationModeEnum.TARGET_ALL
    )
    # Accounts on the allowlist can set TARGET_SPECIFIC instead:
    # goal_config.campaign_retention_settings.target_option = (
    #     client.enums.CustomerLifecycleOptimizationModeEnum.TARGET_SPECIFIC
    # )

    campaign_goal_config_service = client.get_service(
        "CampaignGoalConfigService"
    )
    campaign_goal_config_service.mutate_campaign_goal_configs(
        customer_id=customer_id, operations=[operation]
    )

如果未设置 campaign_retention_settings.target_option，则默认值为 TARGET_ALL。只有在相应许可名单中的用户才能设置 TARGET_SPECIFIC 选项。

广告系列“会员留存”设置

如需在 广告系列级别覆盖设置或为 LOYALTY_RETENTION 目标配置会员专用行为，请在 CampaignGoalConfig上配置 campaign_loyalty_retention_settings字段（类型为 CampaignLoyaltyRetentionGoalSettings）：

  • value_settings_override （类型： CustomerLifecycleOptimizationValueSettings）： 用于覆盖账号级会员留存 价值设置的自定义价值调整。
  • enable_bid_adjustments_for_loyalty_members （类型：bool）：是否在此广告系列中为会员回馈活动成员启用出价调整。
  • show_targeted_loyalty_member_benefits_in_pla （类型：bool）：是否在符合条件的国家/地区以产品详情广告 (PLA) 格式显示面向会员的福利。
def create_campaign_loyalty_retention_config(
    client: GoogleAdsClient,
    customer_id: str,
    goal_resource_name: str,
    campaign_resource_name: str,
) -> None:
    """Sends an API request to add a new CampaignGoalConfig for Loyalty.

    Args:
        client: an initialized GoogleAdsClient instance.
        customer_id: a client customer ID.
        goal_resource_name: the resource name of an existing Loyalty Goal.
        campaign_resource_name: the resource name of an existing Campaign.
    """
    operation: CampaignGoalConfigOperation = client.get_type(
        "CampaignGoalConfigOperation"
    )
    goal_config = operation.create
    goal_config.campaign = campaign_resource_name
    goal_config.goal = goal_resource_name

    # Enable bid adjustments and targeted loyalty benefits in PLAs.
    loyalty_settings = goal_config.campaign_loyalty_retention_settings
    loyalty_settings.enable_bid_adjustments_for_loyalty_members = True
    loyalty_settings.show_targeted_loyalty_member_benefits_in_pla = True

    campaign_goal_config_service = client.get_service(
        "CampaignGoalConfigService"
    )
    campaign_goal_config_service.mutate_campaign_goal_configs(
        customer_id=customer_id, operations=[operation]
    )

验证和错误

配置客户生命周期目标时，可能会遇到以下限制和错误：

目标验证错误

重复的目标配置
如果已存在生命周期目标，但您又创建了重复的生命周期目标，则会导致 GoalError.NEW_CUSTOMER_ACQUISITION_GOAL_ALREADY_EXISTS（针对 NCA）、GoalError.RETENTION_GOAL_ALREADY_EXISTS（针对留存目标）或 GoalError.LOYALTY_RETENTION_GOAL_ALREADY_EXISTS（针对会员留存目标）错误。
价值设置无效
配置生命周期目标价值设置时，如果存在高生命周期价值，则必须存在标准价值(GoalError.HIGH_LIFETIME_VALUE_PRESENT_BUT_VALUE_ABSENT)，并且高生命周期价值必须大于价值（如果已设置）(GoalError.HIGH_LIFETIME_VALUE_LESS_THAN_OR_EQUAL_TO_VALUE)。
同样，对于乘法价值设置，如果存在高生命周期价值调节系数，则必须存在价值调节系数(GoalError.HIGH_LIFETIME_VALUE_MULTIPLIER_PRESENT_BUT_VALUE_MULTIPLIER_ABSENT)，并且高生命周期价值调节系数必须严格大于价值调节系数(GoalError.HIGH_LIFETIME_VALUE_MULTIPLIER_LESS_THAN_OR_EQUAL_TO_VALUE_MULTIPLIER)。

广告系列目标配置验证错误

定位特定价值覆盖冲突
对于“新客户获取”目标，如果 target_option 设置为 TARGET_SPECIFIC（仅定位新客户），则不得配置广告系列级价值 覆盖 （CampaignGoalConfigError.CAMPAIGN_OVERRIDE_VALUES_SET_FOR_NEW_CUSTOMER_ACQUISITION_TARGET_SPECIFIC_OPTION）。 如果仅定位新客户，则不适用出价调整。
价值设置覆盖无效
配置广告系列级生命周期价值设置覆盖时，如果存在高生命周期价值，则必须存在标准价值 (CampaignGoalConfigError.HIGH_LIFETIME_VALUE_PRESENT_BUT_VALUE_ABSENT)，并且高生命周期价值必须大于价值（如果已设置）(CampaignGoalConfigError.HIGH_LIFETIME_VALUE_LESS_THAN_OR_EQUAL_TO_VALUE)。同样，对于乘法价值设置，如果存在高生命周期价值调节系数，则必须存在价值调节系数 (CampaignGoalConfigError.HIGH_LIFETIME_VALUE_MULTIPLIER_PRESENT_BUT_VALUE_MULTIPLIER_ABSENT)，并且高生命周期价值调节系数必须严格大于价值调节系数 (CampaignGoalConfigError.HIGH_LIFETIME_VALUE_MULTIPLIER_LESS_THAN_OR_EQUAL_TO_VALUE_MULTIPLIER)。
高生命周期价值广告系列类型支持
高生命周期价值覆盖和高生命周期价值调节系数覆盖只能针对受支持的广告系列类型进行设置 (CampaignGoalConfigError.CAMPAIGN_OVERRIDE_HIGH_LIFETIME_VALUE_NOT_SUPPORTED_FOR_CAMPAIGN_TYPE 或 CampaignGoalConfigError.CAMPAIGN_OVERRIDE_HIGH_LIFETIME_VALUE_MULTIPLIER_NOT_SUPPORTED_FOR_CAMPAIGN_TYPE)。
不兼容的目标
如果广告系列尝试同时应用不兼容的客户生命周期优化目标，则会抛出错误 (CampaignGoalConfigError.CANNOT_USE_INCOMPATIBLE_CLO_GOALS)。下表列出了会触发此错误的互斥目标组合
：
客户生命周期目标类型 / 模式 不兼容的目标 / 模式
客户留存（"仅针对已流失的客户出价" / TARGET_SPECIFIC) 新客户获取（"仅针对新客户出价" / TARGET_SPECIFIC，"针对新客户提高出价" / TARGET_ALL）、潜在客户勘探
客户留存（"针对已流失的客户提高出价" / TARGET_ALL) 新客户获取（"仅针对新客户出价" / TARGET_SPECIFIC)、潜在客户勘探
忠诚度留存（价值调节系数） 新客户获取（“仅针对新客户出价”/ TARGET_SPECIFIC）、客户留存（“仅针对已流失的客户出价” / TARGET_SPECIFIC）、潜在客户勘探、毛利润
忠诚度留存（产品详情广告中的福利） 新客户获取（"仅针对新客户出价" / TARGET_SPECIFIC)、潜在客户勘探、毛利润
潜在客户勘探 新客户获取（“仅针对新客户出价”/ TARGET_SPECIFIC，“针对新客户提高出价”/ TARGET_ALL)

检索生命周期目标

与 Google Ads API 中的其他资源一样，使用 search 或 searchStream 方法GoogleAdsService来检索生命周期 目标和配置。

以下查询会检索 Google Ads API 账号中每个已配置的 Goal 的详细信息：

SELECT
  goal.goal_id,
  goal.goal_type,
  goal.owner_customer,
  goal.new_customer_acquisition_goal_settings.value_settings.additional_value,
  goal.new_customer_acquisition_goal_settings.value_settings.additional_high_lifetime_value,
  goal.retention_goal_settings.value_settings.additional_value,
  goal.retention_goal_settings.value_settings.additional_high_lifetime_value,
  goal.loyalty_retention_goal_settings.value_settings.value_multiplier
FROM goal

同样，以下查询会检索每个 CampaignGoalConfig 的详细信息：

SELECT
  campaign_goal_config.campaign,
  campaign_goal_config.goal,
  campaign_goal_config.goal_type,
  campaign_goal_config.campaign_new_customer_acquisition_settings.target_option,
  campaign_goal_config.campaign_new_customer_acquisition_settings.value_settings_override.additional_value,
  campaign_goal_config.campaign_new_customer_acquisition_settings.value_settings_override.additional_high_lifetime_value,
  campaign_goal_config.campaign_retention_settings.target_option,
  campaign_goal_config.campaign_retention_settings.value_settings_override.additional_value,
  campaign_goal_config.campaign_loyalty_retention_settings.value_settings_override.value_multiplier,
  campaign_goal_config.campaign_loyalty_retention_settings.enable_bid_adjustments_for_loyalty_members,
  campaign_goal_config.campaign_loyalty_retention_settings.show_targeted_loyalty_member_benefits_in_pla
FROM campaign_goal_config
上一页
广告系列目标