Overview

Drive profitable growth in your marketing channels by passing your profit for server-side purchase events as your conversion value or custom dimension. This will enable your destinations to optimize their platform for profit on your ad spend. Profit Optimization is available for destinations as outlined below.

Server-side Destination Compatibility:

Google Analytics 4 Options:

For your GA4 destination you have multiple options on how to pass your profit data into GA4.

When choosing to enable profit as a conversion value, your entire GA4 property will reflect profit including individual products for item level reporting. You may choose to make this change to your existing GA4 destination or add a second GA4 destination connected to another property.

When choosing to enable profit as a custom dimension, your GA4 transaction and item values will reflect the product list price and conversion value you have selected in app, which most commonly is revenue. The total profit value of the transaction will be passed as an additional property on the purchase event. You can map this property to a custom metric within GA4.

Provide Product Cost Data with Purchase events

We'll handle calculating the profit on your orders taking into account discounts and taxes, but we'll need you to supply the cost of goods sold (cogs) with your purchase event data. We highly recommend this to be done using server to server events to keep this information out of the browser and private. If you've already implemented server to server events you'll need to add the cogs parameter to your product array data on your dl_purchase event to begin passing the information.

Follow this guide to learn how to set up server to server events.

If you are already using server to server events, see the product array reference, for an example of cogs data being passed on the product array.

Allow Profit Optimization

Enable Profit Optimization API Source Settings:

• Navigate to your API Source and access your "Advanced Options" settings.
• Then, enable the "Allow Profit Optimization" option.
• • (See Figure 1)

Figure 1

Enter Your Profit Margin Fallback:

• Navigate to the "Profit Margin Fallback %" text box and enter your average profit margin.

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Learn More: How to Calculate Profit Margin for Optimization

Read this guide to learn more about the Profit Margin Fallback

Enable Profit as a Conversion Value

Access Destination:

• Begin on your Elevar homepage and use the left-hand navigation menu to click on the "My Tracking" tab.
• Navigate to your list of destinations and click on the desired destination card.

Access Advanced Settings:

• Once in the desired destination, use the "Setup Steps" box to locate and click on the "Settings" tab.
• Locate and click on the "Advanced Options" drop-down button.
  • (See Figure 2)

Figure 2

Select Conversion Value:

• Navigate to the section of the page titled "Conversion Value" and use the drop-down menu to click on the "Profit/Net Revenue" option.
• Once you have entered the required information for selecting the conversion value, be sure to save your changes by clicking on the "Save" button located at the bottom of the page.
  • (See Figure 3)

Figure 3

Update Events for Facebook/Meta Destination:

• If you are configuring profit optimization in the Facebook/Meta destination, you must also update the events to only send purchase server-side for best results.
  • Use the "Setup Steps" box to locate and click on the "Events" tab. Navigate to the section of the page titled "Select what events you want to send to Facebook." and click on the "Customize Settings" option. Ensure that you have unchecked the "Web" checkbox for the Purchase event and save your changes.
    • (See Figure 4)

Figure 4

Enable Profit as a GA4 Custom Dimension

Access Destination:

• Begin on your Elevar homepage and use the left-hand navigation menu to click on the "My Tracking" tab.
• Navigate to your list of destinations and click on the desired destination card.

Access Advanced Settings:

• Once in the desired destination, use the "Setup Steps" box to locate and click on the "Settings" tab.
• Locate and click on the "Advanced Options" drop-down button.
  • Navigate to the section of the page titled "Specify Custom Dimensions" and choose the data you want to send, enter the exact event parameter created in GA4, select the matching scope.
  • Once you have entered the required information, be sure to save your changes by clicking on the "Save" button located at the bottom of the section.
    • (See Figure 5)

Figure 5

Register your Custom Dimension as a Custom Metric in GA4:

• Begin on your GA4 homepage and open the Admin settings. Then, navigate to "Data display", and select "Custom Definitions", and create a Custom Metric.
  • Create a new custom metric by entering a clear name, selecting the correct scope (Event or User), and defining the event parameter (lowercase with underscores).
  • Save the custom dimension in GA4. It may take 24–48 hours before data appears in reports.

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Learn More: How to Send Custom Dimensions via Google Analytics 4 Server-Side

Read this guide to learn more about sending custom data, like Payment Method or Billing Location, to GA4 via your Server-Side integration!