Your campaigns will most likely have different results with different audiences. In other words, some clicks may be worth more to you than others. The sections below will describe how to optimize by traffic source and how we help to automatically optimize by traffic source for you.
​
​

One way to take advantage of traffic that is performing better for you is by optimizing by traffic source. This means you can increase or decrease your cost per click (CPC) by traffic source, depending on campaign performance. You also have the option to block a traffic source completely if it is not driving results for your campaign.

For example, if your conversion rate is higher than the campaign average on a specific traffic source, you can increase your CPC on that traffic source. This will make your campaign items more competitive, thus leading to more traffic from that particular traffic source.
​
​

Before changing your CPC by traffic source or blocking a traffic source completely, it’s important to assess your campaign performance by traffic source. You can find performance by traffic source by taking these steps:

In order to compare conversion rates and CPA by traffic source in Backstage, you’ll need first to set up and implement your conversion tracking code.

On this page, you can see the conversion rate and CPA by traffic source. You will also see a helpful column called Conversion Rate vs. Avg. This column displays the relative difference in the conversion rate from a specific traffic source compared to the average conversion rate of the entire campaign. This information can help you decide how to change your CPC when optimizing by traffic source.

Here’s how to read the data in this column:

If the conversion rate from the traffic source is higher than the campaign’s average conversion rate, this will be indicated in green. In the example below, the suggested CPC increase range is between 18% and 31%, with 24% being the average.
​
​

Expert Tip!

Hover over to see the average.

If the conversion rate from the traffic source is lower than the campaign’s average conversion rate, this will be indicated in red. In the example below, the suggested CPC decrease range is between -24% and -11%, with -18% being the average.
​
​

Expert Tip!

Hover over to see the average.

If there is not enough data to make a good decision yet, this will be indicated in blue. In the example below, there is no suggested CPC change amount since there is not enough data.
​
​

Once you have assessed your campaign performance by traffic source, you can start making optimizations.

To change your CPC bid by traffic source, do the following:

In addition to changing your CPC by traffic source, you also have the option to completely block a traffic source. This means your campaign will not appear on that traffic source until you manually undo the block.

Expert Tip!

Even if your campaign is performing below average on a particular traffic source, it’s recommended that you lower the CPC for that traffic source instead of removing the traffic source completely. This way, you are still getting traffic that helps you hit your campaign goals instead of cutting off a traffic source completely.

In order to block a traffic source from showing your campaign, do the following:

If you have any questions, please reach out to your Account Manager or support@taboola.com.