Bidding and optimization
Optimization event
The action an ad platform is told to find more of, such as a click, a lead, a qualified lead or a purchase.
What it is
Bidding systems learn from the event they are given. If the event is a form fill, they find people who fill in forms, whether or not those people ever buy.
Why it matters
For lead generation and e-commerceEvents closer to revenue are better targets but happen less often and later, so the platform has less to learn from. Choosing the event is one of the most important settings in an account.
In practice
Pick the deepest event that happens often enough for the platform to learn, and feed deeper stages back as they arrive.
A common mistake
Optimizing for the easiest event to count, then wondering why leads do not close.