GOALS THAT USE CHANNEL (GOOGLE OR FACEBOOK) DATA ONLY


1) Optimize Cost Effective Traffic

Goal Type: This is a weighted goal so it blends a combination of performance data for optimization.
The signals we look for: This goal weighs five channel metrics: CTR, CPC, Click total, Impression total and Channel ROAS. CTR has the highest weight for this objective followed by CPC and Click total. Impression total and Channel ROAS drive the lowest weighted result.

When to use it: Recommended for Middle of Funnel Campaigns

What to bear in mind: Optily will optimize for campaigns delivering the best performance for driving traffic.

2) Optimize Visibility

Goal Type: This is a weighted goal so it blends a combination of performance data for optimization.
The signals we look for: This goal weighs five channel metrics: Impression total, CPM, Click total, CTR and CPC. Impression total has the highest weight for this objective followed by CPM and Click total. CTR and CPC drive the lowest weighted result.

When to use it: Recommended for Top of Funnel Campaigns

What to bear in mind: Optily will optimize for campaigns delivering the best performance for driving brand awareness.

3) Optimize Revenue

Goal Type: This is a weighted goal so it blends a combination of performance data for optimization.
The signals we look for: This objective weighs five channel metrics: Channel ROAS, CPC, Click total, CTR and Impression total. Channel ROAS has the highest weight for this objective followed by CPC and Click total. CTR and Impression total drive the lowest weighted result.

When to use it: Recommended for Bottom of Funnel Campaigns

What to bear in mind: Optily will optimize for campaigns delivering the best performance for delivering conversions.

4) ROAS (Channel-Reported)

Goal Type: This is a single-metric goal so it based on a single metric and each campaign's performance is evaluated against this single metric.
The signals we look for: Optily will optimize for campaigns that deliver the highest overall Return on Ad Spend based on Facebook or Google reported results only.

When to use it: Recommended for Bottom of Funnel Campaigns

What to bear in mind: The campaign that delivers the highest ROAS will receive the largest budget allocation. If no ROAS data is available, Optily will use Cost Per Link Click and Cost Per Impression Data to generate recommendations.

5) Cost Per Link Click

Goal Type: This is a single-metric goal so it based on a single metric and each campaign's performance is evaluated against this single metric.
The signals we look for: Optily will optimize for campaigns that deliver the lowest overall Cost per Link Click (CPC) click based on Facebook or Google reported results only.

When to use it: Recommended for Top or Middle of Funnel Campaigns

What to bear in mind: The campaign that delivers the lowest rate will receive the largest budget allocation. If no Cost Per Link Click data is available, Optily will use Cost Per Impression Data to generate recommendations.

6) CPM (Cost Per 1,000 Impressions)

Goal Type: This is a single-metric goal so it based on a single metric and each campaign's performance is evaluated against this single metric.
The signals we look for: Optily will optimize for campaigns that deliver the lowest overall Cost per Impression (CPM) click based on Facebook or Google reported results only.

When to use it: Recommended for Top of Funnel Campaigns

What to bear in mind: The Campaign that delivers the lowest rate will receive the largest budget allocation. If no Cost Per Impression data is available, Optily will have no data available to generate a recommendation.

GOALS THAT USE CHANNEL AND GOOGLE ANALYTICS DATA


7) Optimize Revenue (Analytics-Reported)

Goal Type: This is a weighted goal so it blends a combination of performance data for optimization.
The signals we look for: This goal weighs six google analytics metrics: ROAS (Channel and Analytics), Conversion Rate, AOV, CPC, CTR and Revenue (Channel and Analytics) total. ROAS has the highest weight for this objective followed by CR, AOV. Revenue total, CPC and CTR drive the lowest weighted result.

When to use it: Recommended for Bottom of Funnel Campaigns

What to bear in mind: Optily will optimize for campaigns delivering the best performance for driving conversions. You must have connected Google Analytics to select this Goal.

8) ROAS (Analytics-Reported)

Goal Type: This is a single-metric goal so it based on a single metric and each campaign's performance is evaluated against this single metric.
The signals we look for: Optily will optimize for campaigns that deliver the highest Return on Ad Spend based on Google Analytics results.

When to use it: Recommended for Bottom of Funnel Campaigns

What to bear in mind: The Campaign that delivers the highest return on advertising spend will receive the largest budget allocation, regardless of the number of transactions and of the total transaction value. You must have connected Google Analytics to select this Goal.

9) Cost per Transaction (Analytics-Reported)

Goal Type: This is a single-metric goal so it based on a single metric and each campaign's performance is evaluated against this single metric.
The signals we look for: Optily will optimize for campaigns that deliver the lowest advertising cost per transaction based on Google Analytics results.

When to use it: Recommended for Bottom of Funnel Campaigns

What to bear in mind: The Campaign that delivers the lowest adverting cost per transaction will receive the largest budget allocation, regardless of the number of transactions, and of the total transaction value. You must have connected Google Analytics to select this Goal.

10) Conversion Rate (Analytics-Reported)

Goal Type: This is a single-metric goal so it based on a single metric and each campaign's performance is evaluated against this single metric.
The signals we look for: Optily will optimize for campaigns that deliver the highest Conversion Rate based on Google Analytics results.

When to use it: Recommended for Bottom of Funnel Campaigns

What to bear in mind: The Campaign that delivers the highest conversion rate will receive the largest budget allocation, regardless of the number of transactions, the total transaction value and the advertising cost of doing soYou must have connected Google Analytics to select this Goal.

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