Reply To: Can I optimise towards things like scroll-depth and number of pages clicked into? I’m new-ish to paid search (2 years) & am working on a response to brief for a 2nd stage interview.

[QuantumWolf99]

You can track scroll depth and page interactions as GA4 custom events, then import them as conversion actions in Google Ads… but smart bidding optimizes poorly on weak engagement signals because the algorithm can’t differentiate quality engagement from bot traffic or accidental scrolls.

For non-ECOM clients… I use layered conversion tracking… primary conversions on store locator clicks with assigned values based on historical close rates, secondary conversions on 75%+ scroll depth to build remarketing pools, then feed offline store visit data back through enhanced conversions to teach the algorithm which engagement patterns actually drive retail purchases instead of optimizing blindly.