What is the Optimization History page?

The Optimization History page is a tool that shows how your portfolio has performed over time. It helps you understand the impact of your budget decisions and guides you in making data-driven adjustments to improve future results.

How is Adoption calculated?

Adoption measures how closely you follow the budget allocation recommendations:
  • 100% adoption means you followed the recommendations exactly
  • 0% adoption means you kept the same budget distribution as before
  • Negative adoption (up to -100%) means you made changes opposite to the recommendations
  • The total budget amount doesn't affect adoption, only the distribution matters

How is Prediction Accuracy calculated?

Prediction Accuracy shows how well the system predicts future campaign performance:
  • 100% accuracy means the predictions were perfect
  • 0% accuracy means the predictions were completely opposite to reality
  • The calculation compares the system's predictions to the best and worst possible scenarios based on actual performance data

Why might Prediction Accuracy be low?

Prediction Accuracy can be low due to:
  1. Insufficient conversions (very few conversions can make predictions unreliable)
  1. Major changes in external or internal factors (like competitor activities or seasonal changes)
  1. Approaching optimal state (when campaigns perform similarly, small changes can have big impacts)

Why is Adoption 100% when I increased the budget more than recommended?

Adoption measures how well you followed the recommended budget distribution across campaigns, not the total budget change. If you kept the same distribution but increased the overall budget, adoption can still be 100%.

How can actual gain increase when adoption is below 0%?

Actual gain can increase with negative adoption when:
  1. Prediction accuracy is low, and not following recommendations leads to better results
  1. You take higher risks than recommended (e.g., increasing a budget by 50% instead of the recommended 15%)

What's the difference between GAIN/LOSS, Potential GAIN, and Missed Opportunity?

  • GAIN/LOSS: The actual impact of your budget changes compared to making no changes
  • Potential GAIN: What could have been achieved if you fully followed the recommendations
  • Missed Opportunity: The difference between your potential gain and actual gain