Your customer, a wellness brand, has multiple types of natural supplements for stress and anxiety. To understand how buyers convert on the different varieties of supplements, what should you set up for your customer within their Search Ads 360 account?

Custom Floodlight variables are the correct solution because they allow you to capture and pass unique, granular data—such as product category, supplement type, or flavor—at the moment a conversion occurs. While a standard Floodlight tag only records that a sale happened, custom variables (u-variables) enable the wellness brand to segment and report on specific attributes of their natural supplements, providing the necessary insight into which varieties are driving the most value. This additional layer of data is essential for understanding complex buyer behavior across diverse product lines and can later be used to inform bidding strategies or build highly targeted remarketing lists based on the specific stress or anxiety products purchased.