Goals and KPIs
A KPI, or key performance indicator, is a metric that enables you to measure the success of your ad campaigns, while driving performance and delivering results. You can set goals at the campaign and ad group level. If enabled, Koa Optimizations uses your ad group goals to select and prioritize the best-performing and most relevant inventory, making sure that the right price is paid on impressions.
The following table lists the available goals.
| Goal | Has Target? | Description | Goal Object Property | Supported by Koa Optimizations? |
|---|---|---|---|---|
| Reach | No | This is a broad goal without any specific metrics used as primary benchmarks. Choose this goal if you want to reach as many unique users as possible in your intended audience given your specified base bid, max bid, and any bid adjustments. | MaximizeReach |
Yes |
| Incremental Reach | No | Maximize the number of unique viewers beyond those who have already been reached through linear TV. This goal prioritizes spend toward CTV PMP deals that improve unique or incremental reach of the ad group and deprioritize spends toward PMP deals that do the opposite. |
MaximizeLtvIncrementalReach |
Yes |
| CPC | Yes, currency amount | Cost per click. The amount the advertiser pays every time an ad is clicked. If your primary engagement metric is clicks, you may want to choose CPC as your goal. See also the CTR goal. | CPCInAdvertiserCurrency |
Yes |
| CPA | Yes, currency amount | Cost Per Acquisition. The amount the advertiser pays based on the number of "acquisitions" (conversions) made. If your goal is a specific action like a purchase or a newsletter sign up, you may want to choose CPA as your goal. |
CPAInAdvertiserCurrency |
Yes |
| vCPM | Yes, currency amount | (Estimated) Viewable Cost Per Mille (thousand). Setting this goal optimizes based on the cost of viewable inventory. vCPM is calculated by dividing eCPM by the in-view rate (vCPM = eCPM / in-view rate). Unlike the Viewability goal, which optimizes toward an entered in-view target percentage, vCPM optimizes to inventory that is effective in terms of its viewable cost. |
VCPMInAdvertiserCurrency |
Yes |
| CPCV | Yes, currency amount | Cost Per Completed View. The amount the advertiser pays after a video has been viewed all the way through. Set this goal if your campaign is using video creatives and you want to encourage immediate engagement. This is a great option for brand-focused advertisers. | CPCVInAdvertiserCurrency |
Yes |
| ROAS | Yes, percentage | Return On Ad Spend. The ratio of total revenue compared to total spend. Set this ROI-type of goal when you can pass specific revenue amounts to the platform in your conversion pixel. | ReturnOnAdSpendPercent |
Yes |
| CTR | Yes, percentage | Click Through Rate. It is calculated by dividing the number of clicks by the number of impressions. A high CTR indicates a more successful campaign. This alternative to CPC does not consider the cost of the media, but only how often a user clicks an ad. |
CTRInPercent |
Yes |
| VCR | Yes, percentage | Video Completion Rate. This goal allows optimization toward inventory where ads are viewed or heard to completion. | VCRInPercent |
Yes |
| Viewability | Yes, percentage | Viewability is a metric that measures whether an ad impression has been viewed by a website user rather than simply being displayed. Unlike the vCPM goal, which optimizes based on the cost of viewable inventory, Viewability optimizes toward an entered in-view target percentage. |
ViewabilityInPercent |
No |
| Nielsen OTP | Yes, percentage | Nielsen On Target Percentage. Setting this goal helps you optimize toward a percentage of impressions delivered to a chosen demographic (out of the total number of impressions served during your campaign). Nielsen sets different percentage benchmarks for different demographics and different regions. Nielsen's suggested benchmarks can be found on their website. You can also contact your Account Manager to get a better sense of what your percentage should be. When set, the demographic must be provided in the form of NielsenTrackingAttributes or you must set TargetDemographicSettingsEnabled to true.If you select this goal, fees for Nielsen reporting may apply. |
NielsenOTPInPercent |
No |
| Miaozhen OTP | Yes, percentage | Miaozhen On Target Percentage. Setting this goal will help you optimize toward a percentage of impressions delivered to a chosen demographic (out of the total number of impressions served during your campaign). When set, the demographic must be provided in MiaozhenTrackingAttributes.If you select this goal, reporting fees may apply. |
MiaozhenOTPInPercent |
No |
NOTE: Some goals may require special permissions. If needed, contact your Account Manager for appropriate access.
FAQs
The following is a list of frequently asked questions about goals and KPIs for campaigns and ad groups.
How are ad group KPIs set when there are multiple campaign goals?
The primary campaign goal becomes the default KPI for all ad groups in the campaign.
What happens if no ad groups meet their KPI targets?
The secondary and tertiary campaign goals are ignored by the Auto-Prioritized AutoAllocator until at least one ad group reaches the primary goal.
How often are rankings/priorities updated?
Every other day (after a 24-hour data collection cycle).