Learn how our platform considers the impact of previous optimizations immediately.
Assume a campaign generated $1 in revenue between 01/01 to 01/03. An optimization event on 01/03 (ie. pausing "Landing Page #3") should increase subsequent revenue by 25%. To not prematurely optimize campaigns then, the estimated impact of this optimization should be applied immediately in calculations. Rather than calculating the bid based on $1 in actual revenue until 01/03, it should be based on $1.25 [$1 actual revenue x 1.(25%) impact].
Similarly, when the next optimization occurs on 01/05, the estimated +10% revenue impact should again be applied to all prior data: $1.25 "post-events" revenue until 01/03, and $2 between 01/03 to 01/05. By doing so, the estimated impact of optimizations can be immediately considered in all subsequent optimizations (despite the lagging actual revenue not reflecting the impact yet).
Whether it's the estimated impact of an optimization, payout adjustment, "offline" improvement (such as adding a call center for partials), or the need to discount a freak accident on your data (such as downtime) - it's possible by creating manual "events". Our platform can also continuously calculate the estimated impact of its own automatic optimizations and apply it immediately.
This methodology permits a slew of other benefits - such as monitoring the direction of previous optimizations (by comparing estimates to the actual data), simulating second-price auctions on platforms that don't support it, re-assessing previously paused items, "maximizing" campaign goals rather than simply satisfying them, or even applying "weights" based on the age of data.