You're working with a sports equipment brand. They want to understand what happens after basketball transactions occur on their site so they can look for cross-sell opportunities to learn what other products to include in their next campaigns.What tool within Search Ads 360 should they turn to?

Conversion cart data is the correct tool because it allows Search Ads 360 to capture the specific items within a customer's basket at the time of purchase, providing visibility into the exact product mix of a transaction. While a standard conversion tag might only record the total sale value, cart data reveals which other items—such as socks, water bottles, or jerseys—were purchased alongside the basketballs, offering the direct evidence needed to identify cross-sell patterns. By analyzing these multi-item transactions, the sports equipment brand can uncover hidden product correlations and use those insights to strategically group products in their next campaigns to maximize average order value.