The Detailed report provides a granular, table-based view of all available Budget Optimiser data for the selected date period. It is typically the default view, but can also be accessed via the 'Detailed report' tab.
The data shown in the table updates automatically based on the scenario card selected.
When the 'Actual data' card is selected, the report displays real performance data for the chosen period, without any simulated or estimated values.
When an optimisation scenario is selected, the report shows both actual and estimated values for the same period, representing the expected outcome if the recommended budget and campaign allocation had been applied.
1. How to sort the Detailed report
By default, the Detailed report adapts to the type of optimisation selected. For 'Revenue' optimisations, it displays revenue-focused dimensions and metrics such as actual and estimated revenue, actual and estimated ROAS, and marginal ROAS (mROAS).
For 'Conversion' optimisations, it focuses on conversion-related metrics such as actual and estimated conversions, actual and estimated CPA, and marginal CPA (mCPA).
You can customise the view at any time by using the 'Columns' dropdown to select which metrics and dimensions are displayed.
Important note: Global filters affect the dataset displayed in the Detailed report. For more information on how to use global filters, click here.
2. Campaign recommendations
Additional information for each campaign is available in a flyout window. By clicking the 'Open' icon, you can access optimisation details for that campaign, including specific recommendations, the model’s confidence level, and suggested actions to improve model quality and increase model confidence.
This information helps you understand how confident the model is that the recommended actions will deliver the expected results if implemented. For more details on interpreting this view, see the article on campaign recommendations.
3. Spend health
The Detailed report also presents a Spend health parameter, that indicates for the selected period if the campaign in general spent
4. Warning signs
Some campaigns may display a warning icon next to them. This indicates that the Budget Optimiser was unable to generate a sufficiently reliable model to produce recommendations for that campaign.
The reasons for this can vary, as can the actions required to address them. For more information, click here.
