Introduction

Marin has introduced a new way to configure how performance data is considered in Dynamic Allocation enabled Strategies with performance-only constraints (CPA, ROAS). This change provides greater control over how past performance influences bidding decisions.

Previously, all Dynamic Allocation strategies were treated as if they were 14 days into a 28-day rolling episode. Now, by default, they will be considered at 0 days into the 28-day rolling episode. Additionally, users can configure look-back and look-forward periods in 7-day increments, up to 91 days.

Why This Matters

This update addresses customer feedback regarding performance oscillation, where past fluctuations led to overcorrections in future bids. With this change, you can:

• Reduce volatility in bid, target, and budget adjustments.
• Ensure better alignment with specified performance targets.
• Minimize manual intervention required to correct unexpected shifts.

How It Works

By default, new Dynamic Allocation enabled Strategies now begin at day 0 of a 28-day rolling episode. However, the look-back/look-forward window can be customized at the client level.

Default Behavior

• New Strategies will follow the updated default behavior.
• Existing Strategies will retain the old behavior unless explicitly changed.

Adjusting Look-back/Look-forward Settings

While these settings are configurable via client tags, adjustments require administrative access.

To modify these settings:

• Navigate to Settings > Clients & Users.
• Double-click on the appropriate Client Account.
• Select the Client Tags tab.
• Add or edit the tag called FCBA_TIME_FRAME

Follow the instructions in this guide to update the relevant tag.

Best Practices

1. If you desire more aggressive changes, make the look-forward short (e.g. 0; 7) , as there will be fewer days remaining to hit the specified target.
2. If you desire more conservative changes, make the look-forward long (e.g. 0; 28), as there will be fewer days remaining to hit the specified target.
3. If you desire future performance to compensate for recent past (e.g. if last 2 week's CPA is above target, so you want the next 2 week's target lower than target in order to achieve a steady-state that is closer to the specified target), make the look-back and look-forward balanced (e.g. 14; 14).
4. To accepted default behaviour, delete the client tag (or set value to e.g.  0; 28)
5. To mirror legacy  behaviour,  set value to 14; 14

FAQs

How do I revert to the old behavior?

To restore the previous settings where strategies were considered 14 days into the episode, update the client tag to the following value:

• Tag Name: FCBA_TIME_FRAME
• Tag Value:  14; 14

What happens if I enter an invalid value?

Only multiples of 7 are accepted for look-back/look-forward values. Invalid entries will be ignored, and the system will default to 0; 28.

How can I tell if my strategy is using the new settings?

• If there is no client tag set, you will be using the new settings already
• If there is a client tag present, the look-back/look-forward will be defined by the tag value
• Your Customer Success Manager can also verify which strategies are using the updated look-back/look-forward settings.