Impact Statistics

Impact statistics answers the question: "What is the estimated impact from actions taken with Opteo over a date range?"

This report can be used to review what you and your team has accomplished as well as help estimate the value you've received from the tool.

Impact statistics are organised into the following 5 sections:

Savings are expressed on a per year basis. Different Improvement types have different methods of estimating cost savings. It's important to keep in mind that these are estimates rather than precise and accurate measures.

Money isn't saved in the sense of a refund or a credit transaction, but instead saved in the sense that budget will no longer be spent on an inefficient entity in the future. Depending on the goals of the account, overall spend might not decrease despite these "savings" as the budget might be reinvested in more efficient areas of the account.

For these types of completed improvements, we look at the per day cost spent on the entity we're excluding. We then multiply that daily cost by 365 to estimate how much the account would spend on that entity over a year. For example, if $150 was spent over the last 30 days on search partners in a campaign, that's $5 a day or $1,825 per year. We thus estimate that $1,825 was "saved" on a yearly basis.

For bid reductions, we apply a simple formula which assumes a cost saving proportional to the bid reduction. For example, if a keyword has spent $300 in the last 30 days ($10 a day) and you've reduced its bid by 30%, we assume you've "saved" $3 a day. This has limitations: it's a simple estimate which doesn't take into consideration the non-linear price elasticity of CPCs.

We also consider Pause Spend When Over Budget. We count "savings" as the difference between the projected amount you would have spent without intervention and the actual amount spent. For example, say you set a monthly budget of $2,000 for April and Opteo projects that you will spend $3,000 by the end of the month and pauses all campaigns when $2,000 is spent. We estimate $3,000 - $2,000 = $1,000 was saved since that's the extra budget that was saved had Opteo not intervened.

Time savings are calculated as follows:

These alerts, while not directly saving time or budget can still prove invaluable in catching issues early such that they can be remedied before they evolve into full blown problems.

This section measures the number of conversions from Opteo-added keywords. For example, if [Keyword A] was added through Opteo, and it produced 4 conversions since it was added, we would count 4 incremental conversions.

This section shows the following actions by team member:

This can also be a useful section for team leads to get a high level picture of the extent of Opteo usage for their team.