Audit checks / MS-BUD-01
Profitable campaign held back by its budget
A campaign that hits its daily budget most days at a CPA well under target is turning away conversions it would buy at a good price. A campaign on a shared budget is left out: its budget is many campaigns'.
- Fires when
- It spent at least 90% of its daily budget on 5 of the last 7 days, at a CPA at most 0.8x CPA_t on 10+ conversions.
- What to do
- Raise the daily budget by 20%.
- How the impact is estimated
- opportunity = the extra spend at the current CPA, valued at CPA_t x 0.5, over 30 days
- Platform
- Microsoft Advertising
- Severity
- medium
- Looks back
- 7 days
- Default thresholds (a workspace can change them)
- capped_days: 5
- damping: 0.5
- days: 7
- min_conversions: 10
- raise_pct: 20
- spent_share: 0.9
- under_x: 0.8
- Autopilot
- Never applied automatically.