How do I evaluate performance of a strategy with multiple goals

Use these tips if your campaign strategies support multiple goals:

• Maximum conversions with a pay-per-click strategy and an average CPA limit.
• Maximum conversions with a pay-per-conversion strategy and a CPA limit.

You can benefit from optimizing for multiple goals in these situations:

• The campaign includes equally important business goals, such as submitting a request, calling, or sending a chat message. Optimizing for these actions helps you attract users who complete any of these actions.

• In conversion funnel campaigns where you define a priority goal and the steps leading to it, optimizing for multiple goals gives the strategy more data to learn from. For example, your priority goal could be an offline conversion such as "Pay order", while the steps toward it include placing an order on the website and adding items to the cart. Additional data helps the strategy identify which user actions drive the priority goal, and the CPA of each step shows which conversions are more valuable than others.

If you set up optimization for multiple goals and choose to pay per conversion, your budget is debited for each goal completed within a session. If the user triggers completion of two different goals in a single session, you'll be charged for each goal. If the same goal is completed multiple times during a single session, you're only charged once at the specified cost.

For example, you add two goals: "Order placed" and "Order paid". If a user places an order online and pays for it on delivery, you'll be charged for each conversion.

Calculate your CPA so that if both goals are completed, you only end up spending the intended CPA for the paid order. You can also use the pay-per-click optimization strategy when targeting goals within the same sales funnel.

Run a comprehensive analysis

When you optimize for multiple goals with different target CPA values, the budget is allocated between these goals. If you divide all spending by the number of conversions for only one goal, such as your main business goal, you might get an inaccurate result. To check if the strategy meets your CPA limits, look at its overall performance, not the CPA for each goal separately.

In campaigns using the "Maximum conversions" strategy, you can run a comprehensive analysis using one of these methods:

• Compare weighted average target CPA to actual CPA
• Compare projected spending to actual spending

Compare weighted average target CPA to your actual CPA

This method lets you check how closely your expected CPA matches your actual CPA.

For example, a campaign delivers 20 conversions for the "Order placed" goal at an average CPA of ₽100, and 5 conversions for the "Order paid" goal at an average CPA of ₽300.

1. Calculate your weighted average CPA (wtCPA).

   wtCPA = $\frac{(goal\ cost\ X\times number of\ conversions\ X) + (goal\ cost\ Y\times number of\ conversions\ Y)}{number of\ conversions\ X + number of\ conversions\ Y}$

   wtCPA = $\frac{(100\ rubles\times 20) + (300\ rubles\times 5)}{20 + 5}$ = $\frac{2000 + 1500}{25}$ = 140 rubles.

2. In the Report Wizard, build a report for the same period and check the actual CPA data. Use the display settings to see CPA across all goals.

   

   Actual CPA = $\frac{expenditure}{number of\ conversions\ X + number of\ conversions\ Y}$

3. Compare the weighted average target CPA with the actual CPA.

   If the actual CPA is less than the wtCPA (for example, if the actual CPA is ₽136 and the wtCPA is ₽140), the strategy stays within your specified limits.

Compare projected spending with actual spending

This method helps you verify that the expected spending doesn't exceed the actual spending. Here, you don't calculate a specific number but compare the total conversion value to your ad spending.

1. Calculate the expected spending for your generated conversions:

   Projected spending = (conversions X × target CPA X) + (conversions Y × target CPA Y)

2. Compare the actual spending with the projected spending.

   If the actual spending is less than projected, the strategy meets your specified limits.

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