What should you set up within the Floodlight column of Search Ads 360 to find more information about conversions?

To find more information about conversions within the Floodlight column in Search Ads 360, you should set up custom metrics. Custom metrics allow you to track specific data points related to your conversions that are not covered by standard Floodlight variables, such as profit, margin, or specific product attributes. This provides deeper insights into conversion performance. Budget bid strategies are used for automated bidding and budget management, not for gathering conversion details. Custom variables are used to pass additional data to Floodlight tags, but to report on that data within Search Ads 360, you typically map them to custom metrics. Conversion cart data is a specific type of data often passed via custom variables, but the overarching mechanism for reporting on this and other custom data points is through custom metrics.