Getting started in Opteo 👋 | Opteo Help Centre

If you're new to Opteo, or curious where to get started, this guide will walk you through it. After a few steps, Opteo can start analysing your accounts and surfacing optimisation opportunities automatically.

Link your ad accounts

If you're wondering where your ad accounts are, this is the page where everything begins. Head to Linked Accounts in the sidebar (the three circle icon). This is where you connect and manage all the ad accounts you want Opteo to analyse.

Use the platform picker in the top-right corner to connect your platforms. From there you can import accounts from:

Google Ads
Microsoft Ads
Meta Ads
LinkedIn Ads

Once connected, you’ll see accounts listed under two tabs:

Linked - Accounts in this tab are active in Opteo. Opteo will analyse them and surface improvements and issues.

Unlinked - Accounts here are hidden from your workspace. If you (and the rest of your team) don’t want to work with certain accounts right now, you can move them here.

You can switch accounts between the two tabs at any time by selecting them and choosing Link or Unlink.

If you need to connect additional manager accounts/MCC's (for example, if you manage ad accounts with different email addresses) click the Import Account button on the right to connect as many as you need.

→ Read the full guide to Linked Accounts

Organise your Account Centre

Before diving into an ad account, take a moment to structure your Account Centre dashboard - especially if manage more than one ad account.

Create Account Groups to group similar ad accounts together (e.g. client accounts across ad platforms)
Assign a team lead to each account
Adjust metrics, date range, and sorting (top right corner)

A clean account centre makes it easier to prioritise and spot opportunities quickly.

→ Read the full guide to organising your Account Centre

Configure each ad account

Note: Configuring your ad accounts is the most important step. It defines how Opteo understands performance, and impacts the recommendations.

When you open an account for the first time, you’ll go through a short setup flow. Think of it as two parts: the first, setting up basic account settings, and the second telling Opteo about specific campaign optimisation gaols.

Part 1: Core account settings

You’ll be asked to configure:

Monthly budget (optional)

Enter your monthly spending target so Opteo can help pace your campaigns. Leave blank if not applicable.

Acceptable variance: If you’d like Opteo to pause campaigns when your budget is exhausted, but are willing to go over by a certain percentage, enter that acceptable variance here
Pause spend when over budget: Tick this box to have Opteo automatically pause campaigns once you’ve reached your monthly budget target.

Performance Mode

To optimise an account effectively, it's helpful to understand its primary KPI. Opteo offers two KPI modes: CPA mode or ROAS mode.

Your chosen mode influences all Opteo features. It does not affect your ad account settings at all, it simply helps Opteo understand your optimisation goals. Specifically, it determines whether we focus on conversion value/ROAS data or CPA/conversion data.

ROAS mode is typically best for eCommerce accounts, since it gives Opteo access to conversion value and ROAS data to make profit-focused recommendations. That said, lead-gen accounts can also benefit from ROAS mode if you track conversion values.
CPA mode is usually best for lead-generation accounts, where the main goal is improve efficiency while still driving more conversions.

Conversion Actions

Choose the specific conversion actions that matter the most, so Opteo can optimise for the outcomes that drive your business.

Performance Goals

Primary Goal: Choose either Conversions or Conversion Value as the main metric for this account.
Goal Cycle: Set the preferred cadence you like to measure goals with, whether it’s daily, weekly, monthly, quarterly or yearly.
Goal Amount: Enter the target based on the selected cycle. For example, if you chose Conversions and a Weekly cadence, input the number of conversions you aim to achieve each week.
Secondary Goal: Add a secondary metric you’d like to track.

Analytics connection

Connect Google Analytics to enrich performance data.

Deep linking (OCID test)

Click “Test OCID” and confirm your Ads account opens.

This allows one-click navigation from Opteo directly into Google Ads entities.

→ Read the full guide to your Ad Account Set Up

Part 2: Set up Targets (critical for good recommendations)

Targets tell Opteo what acceptable performance looks like. Before using Improvements, take a few minutes to structure this properly.

Step 1: Choose your conversion actions first

Opteo's Improvements are based on CPA or ROAS goals, so you’ll get the best results when Opteo is evaluating the right conversions. Once you’ve selected your conversion actions, you can review each campaign’s CPA or ROAS and quickly spot which campaigns belong together.

Step 2: Create campaign groups based on similar CPA/ROAS levels

When you place campaigns in the same group of campaigns, Opteo assumes they should be judged against the same CPA/ROAS goal. That means:

Opteo will use one shared CPA/ROAS target as the baseline across all campaigns in that campaign group.
Improvements will be generated based on how each campaign performs relative to that baseline

If campaigns with very different CPA/ROAS are grouped together, Opteo may treat the higher-CPA/lower-ROAS campaigns as underperforming and generate more aggressive recommendations to push them closer to the average. In practice, this can often reduce conversion volume significantly, which is usually not what you want.

Because of this, it’s generally more important to group campaigns by similar CPA/ROAS levels than by campaign theme.

For example, competitor campaigns often have a naturally higher CPA/lower ROAS than brand or generic campaigns, so they should usually sit in a separate campaign.

Automatic vs manual targeting

For each campaign group, you can choose how Opteo sets the CPA/ROAS baseline:

Automatic Targeting: uses the last 90 days’ average CPA across the campaigns in that Target
Manual Targeting: lets you enter the CPA/ROAS target yourself

This does not change anything inside the ad account. It only affects how Opteo evaluates performance and generates Improvements.

Cross-campaign analysis (when relevant)

Most Opteo analysis happens at the individual campaign level. However, some improvements can use combined data across campaigns within the same campaign group, such as Add N-Gram Negatives.

→ Read the full guide to your Targets, Campaign Groups and Conversion Actions

You’re all set 🎉

Once your accounts are linked and configured, and you have told Opteo about your ad account goals, you’re ready to start exploring that ad account in Opteo.

Your Improvements, pacing insights, and performance tracking will now reflect the structure and goals you’ve defined. If anything changes, you can always adjust settings, Targets, or conversion selections later.