When you increase your budget, it takes time to see the full results. Your budget change performance shows the performance of your initial budget alongside the early results of your added budget, which is still ramping up with newly started attribution windows.
This report contains charts and metrics that show how your initial spend performed alongside early returns from your added spend, which is still ramping up. By comparing these groups side by side, you can see how results grow over time, making it easier to plan, adjust your budget, and generate more visits and conversions.
How To Use Budget Change Performance
Your most recent significant budget increases are recorded in your Campaign Report to show the impacts of ramping performance against increased spend. Only one budget change is recorded per campaign, and you'll continue to see ramping metrics through the life cycle of your attribution window, or until another budget increase is made.
Here’s more information on how your results are categorized:
Baseline Metrics: Metrics shown in green represent the performance of your initial budget. These results reflect the progress within the campaign's current attribution windows. Use them as a baseline to estimate the potential performance of your additional budget once it has fully ramped up.
Ramping Metrics: Metrics shown in blue represent the performance of your recently added budget. Since they are based on newly opened attribution windows, it will take time for visits and conversions to fully appear. The performance of your recently added budget will become clearer as its attribution cycle progresses.
Example
Advertiser A has been live for a month at a monthly budget of $10,000. They have a visit window of 14 days and currently earn a 7% visit rate. At the end of the month, they decide to increase their budget by $5,000, bringing the monthly total to $15,000.
Stable Budget: Their initial budget of $10,000 will continue to attribute performance and likely maintain a 7.1% visit rate.
Ramping Budget: Their new $5,000 budget is starting a new visit window and will likely start below a 7.1% visit rate. This budget’s visit rate will increase steadily until it has finished its 14 day visit window.
The advertiser can use this trend to determine the best time to evaluate this budget's performance and make informed decisions for future campaign adjustments.
How Budget Change Performance is Calculated
To track budget change performance, we first identify significant budget changes—those that increase by 10% or more. These changes are detected in two ways:
New Flight Starts: When a new budget flight begins with a daily budget that is higher or lower than the average daily spend compared to their previous flight.
Mid-Flight Budget Changes: When an existing campaign's daily budget increases or decreases compared to its previous daily budget.
Once a change is identified, we classify impressions, visits, and conversions into two categories:
Baseline: Performance driven by the initial budget.
Ramping: Performance resulting from the budget increase or decrease.
Glossary
Term | Definition | Formula |
Ramping Total Spend | The change in spend compared to your previous baseline spend | n/a |
Ramping Impressions | The amount of impressions served by your change in budget | n/a |
Ramping Households Reached | The amount of households reached by your change in budget | n/a |
Ramping Total Verified Visits | The amount of verified visits driven directly by the change to your spend | n/a |
Ramping Total Conversions | The amount of conversions driven directly by the change to your spend | n/a |
Ramping Order Value | The amount of order value driven directly by the change to your spend | n/a |
Ramping Visit Rate | The Ramping Percentage of Households Reached that resulted in a Verified Visit | = Ramping Total Verified Visits / Ramping Households Reached |
Ramping Conversion Rate | The Ramping Percentage of Verified Visits that resulted in a Conversion | = Ramping Total Conversions / Ramping Total Verified Visits |
Ramping Conversion CPA | The Ramping Cost per Verified Conversion | = Ramping Total Spend / Ramping Total Conversions |
Ramping ROAS | The Ramping Return on Ad Spend | = Ramping Order Value / Ramping Total Spend |
FAQ
Why are my performance metrics lower than other reports?
This report shows the portion of your performance that's still "ramping" due to the extra spend in your campaign. If you add the Ramping metrics to your Stable metrics, the performance will match what you see in your other reports.
When should I expect Visits and Conversions to be fully ramped after making a budget change?
The ramp-up time depends on your attribution windows. Visits and conversions are fully ramped once the respective windows for Verified Visits and Conversions are completed.
For example, if you have a 14-day Verified Visit window and a 30-day Conversion window, Visits will ramp up in 14 days, and Conversions will ramp up 30 days after the Verified Visit window ends.
What if I increased by campaign's budget multiple times in a month?
The Budget Change Performance report will only focus on the most recent budget change. Ramping performance will reflect the performance driven by the additional impressions from the latest budget increase.