When comparing campaign budgets in an OptiGroup
When you group campaigns together in an OptiGroup, you effectively create one overall campaign. When you generate a budget allocation recommendation, you are asking our algorithm for a recommended budget redistribution based on how each campaign is predicted to perform against another based on your chosen goal.
Optily reallocates OptiGroup budgets in two steps:
Each Campaign is given its minimum requirement. This minimum requirement has a number of inputs (channel minimums, for example), but the most important (and obvious) one is the amount that the campaign has already spent. So, we can’t reduce a Campaign’s budget below the amount that has already spent, sadly :(
The balance of the available budget is then distributed to each Campaign in the OptiGroup, based on its performance to-date - the better the performance the more of the budget it gets. You determine how this performance is measured, by telling us what goal to use.
Things to bear in mind
It can be tempting to judge the logic of a specific budget reallocation recommendation in "before and after" terms. As in, Campaign A had a budget of $100 and we recommend giving it $125, so we are only increasing that Campaign by 25%. Campaign B had a budget of $1 and we have recommended increasing it to $4 - a 400% increase - what gives?
Using a "before and after" lens, in isolation, to evaluate budget reallocation recommendations won’t give you an accurate picture because the budget reallocation algorithm makes its recommendations in “absolute” terms. Optily doesn’t use budget history as a measure of future success. It only focuses on the performance to-date and current minimum budget requirements when recommending the best future budget investment.
Still unsure about why you're seeing certain recommendations? Just pop us a note in the chat in the bottom right of your screen and we'll get back to you.