What happens if you set an ACoS, ROAS or Cost per Conversion Goal too early?
Choosing the right goal is essential for successful optimization.
If the goal is set before your campaign has collected enough conversions, Adspert’s algorithm results in unstable performance and declining sales over time.
Why Conversion Volume Matters
Adspert relies on statistical patterns in your campaign’s historical data.
To accurately calculate the relationship between costs, clicks, and revenue, the system needs a minimum amount of conversion data — ideally at least:
Around 30 conversions within the last 30 days
(≈ 1 conversion per day)
This ensures that Adspert can base its decisions on meaningful patterns rather than random fluctuations.
Example: Setting a Goal Too Early
Imagine your campaign currently generates:
1 click per day
1 conversion per day
Revenue-based goal = stable performance
Everything seems fine — but now one day passes without a conversion:
A click still costs money.
Your average performance drops because costs remain while no revenue comes in.
To compensate, Adspert’s algorithm lowers the bids to bring results back in line with the set goal.
However, when bids decrease:
Fewer auctions are won → fewer impressions
Fewer impressions → fewer clicks
Fewer clicks → even fewer conversions
The algorithm then reacts again by reducing bids further, creating a downward spiral:
Lower bids → fewer impressions → fewer conversions → even lower bids
The campaign gradually loses visibility and performance — not because Adspert isn’t working, but because the goal was defined too early with insufficient data.
How to Avoid This
Adspert helps you prevent this situation automatically.
When you create a new Performance Group, Adspert always starts with the “Maximize Sales” goal by default.
This ensures the system can first gather enough conversion data before any revenue-based goal (such as ACoS, ROAS, or Cost per Conversion) becomes available.
Once your campaigns have reached a sufficient conversion volume — at least 30 conversions within the last 30 days — you can then switch to a revenue-based goal and fine-tune it step by step.
If performance later declines sharply, it may indicate that the goal settings are too strict for the available data, in which case loosening or reverting to Maximize Sales can help stabilize results.
In short:
Setting a revenue-based goal too early can trigger a downward performance spiral.
Allow Adspert to collect sufficient conversion data first — then define a realistic goal to ensure long-term, stable optimization.
Be aware: 30 conversions within the last 30 days is the absolute minimum we recommend.
The more conversions the algorithm can use as a data basis, the more stable and reliable your results will be.
To read more on that topic please read this article.