Once you have created an Automation, Billy Grace starts to optimize your selected goals. In this section, we will explore the Automation Performance overview, which provides valuable insights into the results of your Automation efforts.
Automation Overview
The Automation Overview is a comprehensive view of the most important metrics you need to track. In the top right corner, you have the option to select the specific metrics you want to preview. Additionally, you can choose between different Automations. In the demo account we created Automation for every phase of the customer journey, such as awareness (top), activation (middle) and do (bottom) funnel. You can also toggle the display of turned-off campaigns to include or exclude them from the overview.
Performance overview metrics:
Current Budget: Current budget of the selected campaign / ad set in the ad manager.
Recommended Budget: Recommended budget of the selected campaign / ad set.
Cost per Goal (CPA): The Cost Per Action is calculated by the total spend in period divided by the number of conversions that are attributed to campaigns or ad sets in that period.
Spend: Total spend of all ads in this specific campaign for the selected period.
Return On Ad Spend (ROAS): The ROAS is calculated as: (total revenue from ads - returns) / ad spend *100%.
Impressions: The number of views per adset / campaign.
Conversion value: Total value of purchases / leads.
Conversion rate (CVR): Calculated as the number of orders / number of sessions *100%
Performance metrics
One of the tabs within the Automation Overview is dedicated to the performance Metrics. Here, you can dive deeper into the metrics that directly impact the success of your Automation. This tab provides valuable insights into key metrics like impressions, clicks, click-through rate (CTR), sessions, orders, and conversion rate (CVR). By analyzing these metrics, you can assess the performance of your campaigns and ad sets and make data-driven decisions.
Performance tab metrics explained:
CPM: Cost per mille, i.e. the costs per 1000 impressions.
Clicks: Number of clicks on the ad.
CTR: Click through rate calculated by dividing the number of clicks by the number of impressions.
Sessions: The number of sessions that are started in the webshop with the ad as last known path.
The Goal: The value or the number of the target of the selected campaign. For example, Revenue shows the actual revenue that is generated from ads within the selected campaign. If you select a defined Custom Event als goal then this will be displayed as the main metric. In the screenshot above the goal is Impressions.
Blended ROAS: The return on ad spend over all campaigns ad sets. This metric gives insight in the times a campaign or ad set contributed to a conversion.
Campaign/Ad set insights
This overview displays the total spend towards a selected metric. You can hover the mouse over the colored circles to gain insight in all the metrics of the specific campaign / ad set.
Top 10 ad sets
This overview displays the results of the top 10 ad sets, based on spend,
goal or goal attribution. Click on an ad set or campaign to show or hide in the graph.
Budget Performance
Another tab within the Automation Overview focuses on the ‘budget performance’. This tab provides an overview of your current budget, recommended budget, total spend, cost per action (CPA), and return on ad spend (ROAS). By monitoring these metrics, you can ensure that your budget allocation is aligned with your Automation goals and make adjustments as necessary.
Recommended Budget over Time
This chart gives insight in the recommended budget over time. If the recommended budget over time is decreasing, it is a good idea to try adding new ad sets and campaigns.
Recommended budgets
The recommended budgets per campaign / ad set. If you enabled Billy Grace to change budgets automatically, you can see here to which values they have been changed. Billy Grace updates budgets every night.
Decay curve used for Automations:
The decay curve graph shows on which data points the algorithm based its budget recommendations on:
X-axis (horizontal line) displays the current budget * 100
Y-axis (vertical line) displays the target attribution value.
Spend vs Conversion value
In this graph, you can see the revenue based on last click and data driven attribution compared to the spend per day.
Automation Rules
The Automation Overview also includes a tab dedicated to Automation Rules. This tab allows you to create automation rules directly within the Automation overview and gives information about how many times the rules have been triggered. Read more about the Automation Rules tab here.
Keywords
Keywords will be available only if you add the Google campaigns to the dashboard. To do this, navigate tot the Automation settings and add the Google Ads campaigns you want to include to the Automation. The keywords overview will give you a comprehensive overview of the performance of each keyword in the campaign. Additionally, the keyword tab will give you an overview of the estimated click share and the estimated impression share.
Frequently Asked Questions
What does the green ‘attributed’ mark mean?
In some cases, you will find the green ‘attributed’ mark. This means the value of this metric is calculated automatically by the selected Billy Grace attribution model.
What is the difference between the tab 'create automation rule' in the Automation report and those that are separate under the tab 'Automation rules'?
Both are ways to create and add Automation Rules to your Automation to further automate your daily tasks.
Where is the estimated click share and impression share based on?
This information is imported from your Google Ads.
Why are all my ads down scaled by the algorithm?
There are two cases when all your ads are being scaled down.
The daily spend budget in the ad manager in the last 30 days is lower than the Daily Budget in your Automation.
The daily budget in your ad manager is set lower than the daily budget in your Automation.
In both cases the algorithm will down scale ads first until they reached the ad manager level.
I created an Automation, but even after 5 days I get the warm up phase message. Why doesn't Billy Grace give budget recommendations?
In order to give recommendations, the ad sets / campaigns in the Automation must at least have conversions every day for 5 days attributed to them by Billy Grace. The algorithm basically has too little information to base recommendations on.