There are a number of Strategy settings that you can use to manage your bidding more effectively. Under the Columns link above the grid, the data in the table below can be selected.
| Name | Source | Definition |
| Strategy | Application Setting | A collection of campaigns using the same financial target to calculate bids |
| Revenue Model | Application Setting | The business model for a Strategy and is set to Cost Per Lead, Performance Marketer, E-Commerce or Per Conversion Type |
| Bid Calculations | Application Setting | Status of automatic bidding. Options are: Off (bids are not calculated), Preview (bids are calculated but not pushed to the publisher) or Traffic (bids are calculated and pushed to the publisher) |
| Cost per Lead $ | Application Setting | Specified Value per Conversion used to calculate the Gross Profit for each conversion (for Cost Per Conversion and Performance Marketer revenue models) |
| Max. CPL $ | Application Setting | Maximum Cost per Lead allowed for keywords with calculated bids less than the publisher specified first page bid |
| Boost % | Application Setting | % increase applied to the original calculated bid for all keywords in the Strategy |
| Target Margin % | Application Setting | Target Margin for the Strategyer as specified by the user. Not used for CPL model |
| Min. Margin % | Application Setting | Minimum margin allowed for keywords with calculated bids less than the publisher specified first page bid |
| Target ROAS % | Application Setting | Target ROAS for the Strategy as specified by the user. Not used for CPL model |
| Min. ROAS % | Application Setting | Minimum ROAS allowed for keywords with calculated bids less than the publisher specified first page bid |
| Bid Cap | Application Setting | Maximum bid allowed |
| Bid Floor | Application Setting | Minimum bid allowed |
| Max Bid Chg % | Application Setting | Maximum allowed percent bid change |
| Min Bid Chg $ | Application Setting | Minimum allowed amount of bid change (only recommended to use this setting for Strategies with >500,000 keywords in order to save time posting bids with the publishers) |
| Pos. Cap | Application Setting | Bids will not be increased for keywords north of the position cap |
For Campaigns, Groups, Keywords, and Creatives, choose to display the following traffic metrics:
| Name | Source | Definition |
| Impressions | Publisher | Number of times ad was displayed by publisher |
| Clicks | Publisher | Number of times an ad was clicked, as reported by the publisher |
| CTR % | Publisher | Click Through Rate: Clicks / Impressions |
| Pub. Cost | Publisher | Traffic acquisition cost, as reported by the publisher. |
| Avg. CPC $ | Publisher | Average Cost Per Click: Pub. Cost / Clicks |
| Avg. Search Bid $ |
Calculated | Click weighted average bid for the selected time period |
| Headroom % | Calculated | Headroom % is the percent difference between the bid and what was actually paid, click-weight averaged at the Keyword level: (Avg. Bid - Avg. CPC) / Avg. Bid |
| Cost $ | Publisher | Traffic acquisition cost, as reported by the publisher |
| Avg. Pos. | Publisher | Average position for a given day as reported by the publisher, further averaged over each day of the period (weighted by daily impressions) |
For Campaigns, Groups, Keywords, and Creatives, choose to display the following data related to revenue:
| Name | Source | Definition |
| Conversions | Publisher/Upload /Tracker |
Conversions are also known as Leads, Actions, Orders, Acquisitions, Sales, or Actions. Conversions represent a specified action taken on a website by a consumer who has clicked on an ad |
| Conv. Rate % | Calculated | Conversion Rate: Conversions / Clicks |
| Cost/conv $ | Calculated | Cost per Conversion. Also known as Cost Per Lead (CPL), Cost Per Action (CPA), Cost Per Order, Cost Per Sale, or Cost Per Acquisition. Pub. Cost / Conversions. If Conv=0, Cost/conv will = Pub. Cost |
| Revenue | Tracker/Upload | Value paid by consumers as a result of Conversions. Revenue is uploaded by a third party or tracked by the publisher |
| Rev./Conv. $ | Calculated | Revenue per Conversion: Revenue / Conversions |
| Rev / Click | Calculated | Revenue per Click: Revenue / Clicks |
| ROAS | Calculated | Return On Ad Spend: Revenue / Pub. Cost |
| Assist Rev. $ | Calculated | Added Revenue due to Assists. Note: Gross Profit = Revenue + Assist Rev. - Assist Adj. |
| Assists | Tracker/Upload |
A non-last paid click that was involved with a conversion event on a later paid click. Note: Conversions used to calculate bids = Assists + Conv. |
| Assist Adj. $ | Calculated | Subtracted Revenue, reallocated to assisting keywords. Note: Gross Profit = Revenue + Assist Rev. - Assist Adj. |
For Campaigns, Groups, Keywords, and Creatives, choose to display the following data related to revenue:
| Name | Source | Definition |
| Gross Profit $ |
Calculated | Value used in the bidding algorithm. Gross Profit is determined from the Value per Conversion set at the Strategy level (as a value or a % of Revenue) under Settings -> Bidding.For the E-Commerce revenue model, Gross Profit can be set to equal Revenue minus a Cost of Goods Sold before marketing costs |
| GP/Conv. $ | Calculated | Gross Profit per Conversion: Gross Profit / Conversions |
| GP/Click $ | Calculated | Gross Profit per Click: Gross Profit / Clicks |
| GPOAS % | Calculated | Gross Profit On Ad Spend: Gross Profit / Pub. Cost |
For Campaigns, Groups, Keywords, and Creatives, choose to display the following data related to revenue:
| Name | Source | Definition |
| Profit $ | Calculated | Profit: Gross Profit - Pub. Cost |
| Margin % | Calculated | Margin percent: Profit / Gross Profit |
| Profit/Click $ | Calculated | Profit per Click: Profit / Clicks |
| ROI % | Calculated | Return On Investment: Profit / Pub. Cost |
