Note: Adtriba Sphere is a legacy feature that we continue to support but no longer sell. The latest version of this feature is available as Funnel Measurement.
If you are already using Funnel Measurement, find more information here. To upgrade, contact us.
Use the media planner to set your planned budget distribution per source for a defined period. The model uses these budgets as constraints.
Note:
You cannot plan further than 45 days in the future. Forecasting becomes less reliable the farther you plan ahead.
Based on your media plan input, you can run a scenario. The result is the recommended budget distribution by source for the given period and an estimated outcome of conversions and CPA under your defined spend.
Media plan constraints
Note: Scenario calculations can fail if your constraints are too extreme. The model has not seen this behavior in the past and may not calculate valid results.
You can set budget constraints (upper limits) for each source. You can also exclude a source from the recommended scenario if it needs a steady budget. If you do not want to enter budgets at source level, enter a maximum spend under restrictions and leave source budgets blank. The algorithm then uses only your maximum spend as defined spend (you must use the maximize conversion or revenue strategy).
Restrictions
You can define spend and conversion restrictions to match your targets. Use these when you must spend a certain budget in the period or cannot go below a minimum conversion level.
You can define an optimization strategy on top of the media plan. The strategy selects one of two models in the backend. One model optimizes spend against a maximize conversion target under a given spend. The other optimizes spend by decreasing it.
The selected strategy determines the restrictions you can set at the bottom of the media plan:
Maximize revenue or conversions = you can set spend restrictions.
Minimize spend = you can set a minimum conversion restriction.
Note:
One media plan scenario calculation can take up to 25 minutes.
FAQ
1. Why is my media plan failing?
A media plan can fail to load or calculate for several reasons. Common causes are listed below. If none apply to your setup, contact us and we will review your media plan.
Timeframe constraints - You can set a media plan only 45 days into the future. Forecasting is less reliable beyond that. The plan fails if you select a longer timeframe. Note: The 45 days are calculated from the last day your data is available in the UI (not the actual 'today' date).
Budget constraints - Budgets that are too restrictive can cause a media plan to fail. Examples: the maximum budget is much lower than actual spend ever was; the suggested spend is lower than the model outcome. Too many restrictions per source (not leaving most on 'auto') can also cause failure.
No optimal solution - The media plan can fail if the model cannot find an optimal solution for the given timeframe and budget constraints.
2. Where does historic spend/revenue come from?
It depends on whether the plan is for past dates or future dates:
For past dates - the media plan uses actual spend/revenue from those dates when available.
For future dates - it depends on when the media plan is generated:
Example 1: On June 30, you set up a plan for all of July. Historic spend/revenue shows zero because those days are in the future.
Example 2: On July 5, you set up a plan for all of July. Historic spend/revenue shows data from the first 4 days of July (if the latest data in the UI is through July 4).
3. Why can't I plan the budget for all my sources?
The media plan does not let you add budget for:
Baseline sources - these are excluded from the media plan. Branded Search spend in the generated media plan is predicted by upper-funnel spend. It is not part of the media plan budget restrictions field.
Impression-based sources such as email (custom cases are possible; contact us for details).
4. How does 'Set to historic' budget restriction work?
Use the Set to historic feature only when you generate media plans for past dates. It uses historic spend in that case (if this data is shared with Adtriba). For future media plans, use Custom or Auto budgets.