Before using Opteo's Improvements to optimise your campaigns, make sure to adjust your settings to match your account structure and goals. The more information you give to Opteo, the more tailored your recommendations will be.
This guide will cover the four key components to setting up your Opteo Improvements:
Choosing a performance mode
Organising campaigns into groups
Selecting your conversion actions
Setting a target (CPA or ROAS)
1. Choosing a performance mode
To optimise an account effectively, it's helpful to understand its primary KPI. Opteo offers two KPI modes: Cost Per Acquisition (CPA) mode or Return On Ad Spend (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.
How to choose an accounts performance mode?
Open the account
Go to Settings (bottom left)
Scroll down to Performance Mode
Select ROAS or CPA from the dropdown menu and update
2. Creating campaign groups and setting Targets
In Opteo, Targets let you organise your campaigns so Opteo understands what “good performance” looks like for each set of campaigns.
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.
