All about: Budget Optimization

Note: Budget Optimization applies a minimum daily budget of $10 for all active experiments which may cause over pacing in some situations. Avoid this by applying the recommendations made by Budget Control and getting to the "Economy" or "Optimal" state.

Note: Budget Optimization occurs every 48 hours. Additionally, whenever big changes are made to budget groups (eg, launching / pausing a lot of new experiments), Budget Optimization automatically runs soon after.

Configure Budget Optimization to apply daily budgets based on the optimization formula.

Enable Budget Optimization

Go to the Budget Groups page.

Click the budget group name.

Toggle Budget Optimization to enable the feature.

Pacing Only

Pacing Only ignores experiment performance and allocates total daily budget equally across all active experiments. 

Consider the example below where the total daily budget ($400) is allocated equally across all experiments.

Performance & Pacing

Note: Performance calculations only consider data for the last 30 days that the experiment was active. 

Note: Each experiment receives a minimum daily budget of

• $10 if the average daily budget per experiment is less than $51,
• $25 if the average daily budget per experiment is more than $51.

Performance & Pacing calculates and assigns a daily budget for each experiment based on performance. 

Consider the example below where the total daily budget ($400) is allocated based on CPL performance.

Advanced Settings

Optimization Formula

Optimization Formula is used by Budget Optimization to score and proportionately distribute daily budget to active experiments in the budget group.

Note: Optimization Formula is only available for Lead Generation budget groups. Brand Awareness budget groups optimize using the CPC formula.

Tip: Start with CPL and change to MQL when most active experiments have one or more MQLs. Update MQL to influenced opportunities or triggered opportunities when enough opportunity data has accumulated.

Lead

Budget Optimization suggests daily budgets for active experiments with one or more leads based on lead volume and CPL data. Experiments generating the most leads for the lowest cost in the shortest duration receive the highest score and the most budget.

Note: CPL is available to budget groups with an optimization goal of lead generation.

MQL

Budget Optimization suggests daily budgets for active experiments with one or more leads based on lead volume, CPL, MQL volume and cpMQL data. Experiments generating the most MQLs for the lowest cost in the shortest duration receive the highest score and the most budget.

Note: MQL is available to budget groups with an optimization goal of lead generation. Budget Optimization reverts to CPL if no MQLs have been generated.

Triggered Opportunity

Budget Optimization suggests daily budgets for active experiments with one or more leads based on lead volume, CPL, MQL volume, cpMQL, triggered opportunity volume and cost per triggered opportunity data. Experiments generating the most triggered opportunities for the lowest cost in the shortest duration receive the highest score and the most budget.

Note: Triggered opportunity is available to budget groups with an optimization goal of lead generation. Budget Optimization reverts to using MQL if there are no triggered opportunities.

Influenced Opportunity

Budget Optimization suggests daily budgets for active experiments with one or more leads based on lead volume, CPL, MQL volume, cpMQL, influenced opportunity volume and cost per influenced opportunity data. Experiments generating the most influenced opportunities for the lowest cost in the shortest duration receive the highest score and the most budget.

Note: Influenced opportunity is available to budget groups with an optimization goal of lead generation. Budget Optimization reverts to using MQL if there are no influenced opportunities.

Custom KPIs

Prerequisite: Set up custom metrics so that you can optimize towards them.

Budget Optimization suggests daily budgets for active experiments with one or more leads based on lead volume, CPL and custom KPI data. Experiments generating the most custom KPIs for the lowest cost in the shortest duration receive the highest score and the most budget.

Note: Custom KPIs are available to budget groups with an optimization goal of lead generation. Budget Optimization reverts to using CPL if there are no custom KPI data.

CTR

Budget Optimization suggests daily budgets for active experiments based on CTR data. Experiments generating the most clicks with the best CTR in the shortest duration receive the highest score and the most budget.

Note: CTR is available to budget groups with an optimization goal of brand awareness.

CPC

Budget Optimization suggests daily budgets for active experiments based on click and CPC data. Experiments generating the most clicks for the lowest cost in the shortest duration receive the highest score and the most budget.

Note: CPC is available to budget groups with an optimization goal of brand awareness.