Forecasting Overview

Overview Terminology Minimum Requirements Benefits over legacy forecasts [Internal] How it works How to locate the Forecasts in Marin [Internal] Additional Instructions Which Forecasts are used for which Strategy goals? Further Resources

Overview

You can use Marin Forecasting to predict future trends in clicks, conversion, revenue, cost, and profit based on historical data. These predictions can be used as guidelines to adjust goals based on current business needs. The trends are calculated using Marin's predictive campaign-level models, which are then aggregated to present a Strategy-level forecast

Marin's predictive models build on years of experience in applied data science in the marketing domain. We leverage advanced machine learning models generate campaign-level simulations feeding of an array of different predictors and predict how the campaign is expected to perform, both at different targets and future dates.

For more information on how to access forecasts, check out the dedicated article.

Terminology

Internally we tend to refer to “simulations” as predictions of how a campaign will respond to differing targets (typically TargetCPA, TargetROAS and Daily Budget), and “time-series forecasts” as predicting how a campaign will respond at the current target at different days in the future (typically next 30 days, up to a horizon of 200 days), and the more general “forecasts” as combinations of the two, such that we are able to predict any target at any point in the near future.

Minimum Requirements

✅	Campaign is Active
✅	Campaign has at least 1 day of data (clicks)

Benefits over legacy forecasts

✅	Greater coverage: Support Google Smart Bidding Campaigns
✅	Greater coverage: Supports all publishers
✅	Greater coverage: Supports all campaign and criterion types
✅	No minimum data requirements: Supports new, low data, and tail head campaigns

How to locate the Forecasts in Marin

There are several places where the forecasts are surfaced:

Strategy-level Pacing and What-If charts in the Marin UI
- Click on the Optimize in the left-hand navigation.
- Select the Strategies sub-tab.
- Click on the Forecasting toggle in the top-right of your grid. Click once to slide the toggle over to the right (it will turn green when enabled).
- To see forecasting for a single Strategy, simply click the check-box next to the relevant Strategy.
- Click on Plan | Pace button on the chart to see ther simulation at different targets, or the daily forecasts

Campaign-level custom user reports
- Speak to you Marin representative to find out more

Which Forecasts are used for which Strategy goals?

Time-series	Simulation
Maximize Convs. to CPA	✅	✅
Maximize Rev. to ROAS	✅	✅
Awareness Targeting	❌	❌
Pace to Spend Target	✅	❌
Maximize Convs. Spend Target	✅	✅
Maximize Rev. to Spend Target	✅	✅