Compares every audience segment against its campaign's average CPA and splits them into underperformers (bid down or exclude) and outperformers (bid up) — turning Observation-mode audiences into decisions.
by Dmytro Tonkikh·chiliad.io
Finds Search and Display campaigns with no audience attached at any level — not even Observation mode — i.e. campaigns collecting zero audience intelligence for free.
Audits every audience list for the silent breakers: lists under the 1,000-member Search minimum, (near) empty lists from dead tags or broken imports, and closed customer match lists.
Aggregates performance by age range and gender across the account, compares each segment to the account average, and flags exclusion candidates and strong segments.
Audience Performance Report aggregates the performance of every audience segment (remarketing lists, in-market, affinity, customer match, similar segments) per campaign and compares each segment's CPA against the campaign average. Segments spending real money with zero conversions or a CPA well above average are listed as underperformers — negative-adjustment or exclusion candidates; segments beating the campaign CPA are listed as outperformers — positive-adjustment candidates. Observation-mode audiences are included, which is exactly the evidence they were added to collect.
| Variable | Default |
|---|---|
DATE_RANGE | LAST_30_DAYS |
MIN_COST | 25 |
CPA_FLAG_MULTIPLIER | 1.5 |
TOP_N | 25 |
EMAIL_ADDRESS | (empty) |
Audience segments with cost >= 25: 14 === UNDERPERFORMING AUDIENCES (0 conversions or CPA > 1.5x campaign avg) === "In-market: Employment" in Generic — Broad cost: 210.40 clicks: 168 conversions: 0.0 CPA: - (campaign avg: 38.20) "Similar to purchasers" in Brand — Exact cost: 96.11 clicks: 74 conversions: 1.0 CPA: 96.11 (campaign avg: 29.80) === OUTPERFORMING AUDIENCES (CPA below campaign average) === "Cart abandoners 30d" in Generic — Broad cost: 305.20 clicks: 240 conversions: 14.0 CPA: 21.80 (campaign avg: 38.20) Email sent to you@example.com
Audience conversions overlap (one user can be in several lists), so segment columns don't sum to campaign totals — compare each segment to the campaign average, not to each other. If a campaign runs fully automated bidding, use the findings to adjust audience targeting/exclusions rather than bid modifiers, which Smart Bidding largely ignores.