Progressive Optimisation

When looking at conversion rate statistics for a new traffic source it is important to optimise the zone ids as efficiently as possible.

What I tend to do is work out roughly what conversion rate I want to target and then put a progressive funnel in place to build up to it. So if a zone only has 5000 impressions it’s hard to tell if it’ll be good or not, if it has 50,000 then you have a much clearer picture.

Here’s the code I just wrote to do this with a recent new traffic supplier.

if (impressions > 50000) {
if (cvr < 0.028) { badZones.push(zone); } } else if (impressions > 40000) {
if (cvr < 0.025) { badZones.push(zone); } } else if (impressions > 30000) {
if (cvr < 0.02) { badZones.push(zone); } } else if (impressions > 20000) {
if (cvr < 0.015) { badZones.push(zone); } } else if (impressions > 10000) {
if (cvr < 0.01) { badZones.push(zone); } } else if (impressions > 5000) {
if (cvr < 0.005) { badZones.push(zone); }

The variable cvr is the conversion rate.

This is written in javascript and builds an array of badZones to block. You could do this manually, the main idea is to build up to a specific conversion rate but still block out the sites that have bot traffic etc early.

This will save money and wasted impressions while testing and shouldn’t give too many false negatives on your zone black lists.

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