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To check whether the optimizer is recommending a budget based on spend driven to the lower funnel, you can re-run the optimizer with the lower funnel channels turned off. Look for any large differences in spend allocation to your upper funnel channels. If an upper funnel channel is now being allocated significantly less spend, this is an indication that the budget may be selected because of the rate at which certain upper funnel channels are predicted to drive spend into your lower funnel. 💡Even
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Even if your lower funnel is less efficient than other channels, you could be driving enough volume to benefit your objective leading to the optimizer selecting a particular budget. |
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Conclusion
In all, the predicted outcome of the optimizer depends on the distribution of the model’s estimated outcomes and the correlation between the model’s estimates. When recommending a budget, the optimizer:
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