This article is intended for users who are unsure which Daily Cost Limit value to start with and want to understand how Adspert’s recommendation should be interpreted.
The recommendation is not a performance promise and not a calculation of the “best” or “most profitable” spend level.
It is a historical reference point designed to help you start optimization from your current spending reality.
What the Daily Cost Limit represents
The Daily Cost Limit defines the daily spend target for a Performance Group.
It is a target value, not a hard cap.
Adspert aims to optimize towards this value over time.
Actual daily spend can be higher or lower on individual days.
Short-term deviations are expected due to performance fluctuations.
The Daily Cost Limit provides Adspert with direction, not a strict spending ceiling.
What the Recommendation is — and what it is not
What it is
The average daily spend of the campaigns in the Performance Group
Calculated over the last 30 days
A starting value for optimization
What it is not
It is not the “best” value on the market
It is not calculated based on the best cost–revenue ratio
It is not a prediction of future performance
It does not mean “this is the value at which you will sell the most”
Adspert does not decide how much you should spend — it reflects how much you have been spending.
How the recommendation is calculated
Once campaigns are added to a Performance Group, Adspert:
Looks at the total spend of those campaigns
Considers the last 30 days
Calculates the average daily spend
This average is shown as the recommended Daily Cost Limit.
Example
Total spend in the last 30 days: €3,000
Days considered: 30
Average daily spend: €3,000 ÷ 30 = €100
Recommended Daily Cost Limit: €100
This allows Adspert to start optimizing without immediately shifting spend behavior.
Why Adspert Uses the Historical Average
At the beginning of optimization, Adspert intentionally avoids recommending values that are far from the current spend level.
Starting from the historical average helps to:
Keep learning stable
Avoid abrupt changes in spend direction
Build reliable performance data
Once sufficient data is available, data-informed decisions become possible — for example by adjusting the Daily Cost Limit or reviewing performance scenarios.
Special Case: Newly started or recently active campaigns
If campaigns have only been spending for a short time, the recommendation may appear low.
Example
Campaigns active for 7 days
Average spend during those days: €50/day
Total spend: €350
Adspert calculation:
€350 ÷ 30 = ~€12/day
Recommended Daily Cost Limit: ~€12
This happens because Adspert always averages over 30 days, even if campaigns were inactive during part of that time.
How to set up the goal value of campaigns with few or no historical data
When campaigns have little history
If campaigns have not been running for around 30 days, historical averages are often not meaningful yet.
In this situation:
Adspert cannot determine what you want to spend
The system does not know your internal advertising budget
There is no universally “correct” starting value
Adspert (and the Adspert team) cannot decide your budget for you.
How to choose a starting value without history
When no meaningful historical data exists:
Choose a Daily Cost Limit that reflects what you are comfortable testing
Treat this phase as exploration
Expect to adjust the value gradually once data becomes available
There is no general minimum or recommended daily spend that applies to all accounts.
Examples:
€10/day may be too low if you run many campaigns with many criteria
€10/day may be sufficient for niche products with few campaigns
Broader setups usually require higher targets
Narrow setups can work with lower targets
After the initial Learning Status
Once sufficient data has been collected:
Adspert can provide data-driven recommendations
Adjustments should usually not be made before ~7 days
You can then:
Increase or decrease the Daily Cost Limit
Change the goal type
Review potential outcomes using the Scenario Tool
At this stage, decisions are based on observed performance, not historical averages alone.
Key Takeaways
The Daily Cost Limit is a daily spend target
The recommendation is based on average historical spend of the sum of the campaigns in this Performance Group
It is not an necessarily optimal or “best” value
With little or no data, manual judgement is required
Meaningful optimization happens after data is collected