The Optimization view shows if your insertion orders and line items are on track to hit spend and performance goals. In the line item tables, the Optimization view will also show recommendations for changes to make to improve pacing and performance.
To see the Optimization view, choose Optimization from the view menu at the top of your insertion order and line item tables.
How are insertion orders grouped?
The Optimization view in the insertion order table shows insertion orders grouped into the following categories:
- Underpacing: Your insertion order is not on track to spend its entire budget by the end of its flight. This means its spending 99% or less of the spend rate (pacing) it needs to.
- Underperforming: Your insertion order is not hitting the performance goals you've set.
- Underpacing and underperforming: Your insertion order is both underpacing and underperforming.
- On track: Your insertion order is on track to hit its spend and performance goals.
- Inactive: Your insertion order is not serving.
- Pacing unknown: Pacing data is unavailable for the insertion order.
Optimize budgets and bids
Set better budgets
The Optimization view will show which line items are at risk of not spending their budgets, and also show you how to optimally distribute your line items' budgets in the Suggested budget column.
To save time, you can apply all of Display & Video 360's suggested budgets to your line items in two clicks:
- Select the checkboxes for all of your line items.
- Click Action
Apply budget suggestions to optimize all of your line items at once.
Apply budget suggestions to optimize all of your line items at once.Set better bids
Additionally, the Optimization view can show you suggestions for how to optimally adjust your line items' bids to get the most value out of your line items in the Suggested bid price column.
Optimize performance based on other settings
You can use the Optimization view to see how well your line items perform along specific dimensions.
-
Select Optimization from the view menu at the top of a list of insertion orders or line items.
-
Click the Segment by menu, and then select one of the dimensions to make your view more specific.
Download optimization recommendations
Exclude poorly performing environments, URLs, and days of the week
You can quickly exclude poorly performing segments from line items by following these steps.
- Navigate to the list of line items inside an insertion order.
- Select a line item.
- In the menu above the list of line items, click Segment by menu then choose one of the following dimensions:
- Environment
- URL
- In the list of segments, select the rows corresponding to the segments you want to exclude, then click ACTION
Add as exclusion in the menu bar at the top of the list of segments.
- Click Exclude to exclude the selected segments from your line item.
Add as exclusion in the menu bar at the top of the list of segments. Metrics in the Optimization view
The following metrics are available when you're using the Optimization view:
| Metric | Definition | Example | |
|---|---|---|---|
|
Flight |
Days left |
The number of full days between today and the end date, not including today. |
8 days |
|
Start date |
First date of the flight. |
Sept 1, 2018 |
|
|
End date |
Last date of the flight. |
Sept 30, 2018 |
|
|
Days elapsed |
The number of days between today and the start date, excluding today. |
22 days |
|
|
Pacing |
Budget |
The amount of money Display & Video 360 can spend, or the number of impressions Display & Video 360 can purchase. This metric is based on the current budget segment only. |
$100,000 |
| Pacing | The target amount to be spent over a given period of time. | $175.00/day Even | |
|
Flight spend |
The amount of revenue spent over the course of the flight. |
$80,000 |
|
|
Budget at risk |
The amount of budget at risk of not being spent, calculated as:
|
$20,000 |
|
|
% Flight pacing |
The actual rate of pacing, relative to the expected rate of pacing, expressed as a percentage, up to 100%, calculated as:
Projected Spend / Budget. |
13% |
|
|
Projected spend |
The amount of money projected to be spent, calculated as:
|
$80,000 |
|
|
Potential spend** |
The amount of money that could be spent, calculated as:
|
$90,000 |
|
|
Performance |
Goal |
The performance goal of your line item, as specified in your line item's insertion order. |
$4 CPA |
|
Compared to goal |
Performance compared to the goal. |
25% better than goal |
|
|
Units |
The number of clicks, conversions, impressions, or other events that relate to your performance goal. |
1786 conversions |
|
|
Primary KPI |
The primary performance metric for your insertion order or line item. |
$ 3 CPA |
|
|
Secondary KPI* |
The secondary performance metric for your insertion order. |
0.05% CTR |
|
|
Revenue |
The amount of money spent over the specified date range. |
$8,000 |
|
|
Suggested bid price** |
Orig. bid price | The existing bid price of the line item (at the time of the suggestion). | $15 |
| Suggested bid price | The suggested bid for the line item. | $12 | |
|
Suggested budget** |
Suggested budget |
The suggested budget of the line item (at the time of the budget suggestion). |
$1000 |
|
Current budget |
The current budget of the line item (at the time of the budget suggestion). |
$1200 |
|
|
Insertion order budget |
An adjustment to meet the insertion order budget proportionally across all line items. |
-$15 |
|
|
Inventory Availability |
An adjustment for better inventory availability across all line items. |
+$40 |
|
|
Performance |
An adjustment for better performance across all line items. |
+$100 |
|
|
Interactions |
Primary interaction |
The number of times people interacted with or viewed your ad. |
10,000 clicks |
|
Avg.cost** |
The average cost of each interaction, calculated as:
|
$10.00 per click |
|
|
CPM |
The average cost of a thousand impressions, calculated as:
|
$0.50 |
|
|
Viewable impressions |
The percentage of viewable impressions out of all measurable impressions, calculated as:
|
75% |
|
|
Impressions |
Impressions |
The number of times your ad was displayed on a webpage, in an app, or in any other medium. |
1,000,000 |
|
Lost to budget |
Number of impressions which weren't bid on because the budget had been spent. |
500,000 |
|
|
Lost to bid |
Number of impressions where Display & Video 360 bid, but didn't win an impression. |
200,000 |
|
|
Freq. limited |
Number of impressions that weren't bid on because your frequency cap had been met. |
100,000 |
|
|
Win rate |
The percentage of impressions won out of all impressions bid on by Display & Video 360. |
5% |
|
| * Available in insertion order tables ** Available in line item tables |
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