ENGTarget ROAS optimizer best practices
Keep the following best practices in mind to help achieve your target ROAS with the tROAS optimizer.
Set the initial target ROAS based on historical results
To set your initial target ROAS effectively, use the following approach based on your actual ROAS performance from the past four weeks under the manual bidding approach:
| Actual ROAS results | Recommended approach |
|---|---|
| ROAS results differ from target ROAS by more than 20% | Use your recent ROAS as the starting target. Then, gradually adjust your target ROAS over time until it matches your true ROAS goal. Make these gradual adjustments based on the Minimize target ROAS changes best practice. |
| ROAS results are within 20% of your target ROAS | Use your true ROAS goal as the target. This approach helps prevent sudden spikes in spend and unexpected drops in offer performance. |
Minimize target ROAS changes
It’s recommended that you wait at least one week after the click-to-conversion time (CTCT) window ends before making changes to your offer’s target ROAS. If you decide to change your target ROAS, make changes at most once a week and between 10 to 20% of the current value.
Do not change the CTCT
After the tROAS optimizer is enabled in your offer, the system enters a re-enters a learning stage where it uses the CTCT window to generate a full week of complete spend data.
If the CTCT window is increased, the system doesn’t account for conversions that occur later in the window because it lacks historical conversion data to accurately make predictions, which can result in suboptimal bids.
Disable the tROAS optimizer before making key offer changes
If you need to make changes to your targeting settings and events lifetime cap contact your account manager to disable the tROAS optimizer, apply the desired changes, and re-establish the required data threshold.
Targeting settings include region and device OS versions.
Making these types of changes while the tROAS optimizer is active might lead to suboptimal performance until the model is able to capture enough data for efficient bidding.
However, you can adjust the daily budget, total budget, target ROAS, and traffic source limitations as needed while the tROAS optimizer is active. To change the target ROAS, contact your account manager.