How does it work?
The response function - the function that maps baseline, seasonal and media effects to the output KPI (conversions / revenue) - can also be passed to an optimization algorithm. This algorithm allocates media investment on each given day in the selected timeframe, in order to optimize the sum of the outcome over the entire period. By default, an optimized scenario over the last 30 days is displayed.
Which target is used by the algorithm to optimize?
As a target, the function uses CPA (spend/conversions).