Adalysis will alert you if your conversion value/cost (i.e. return on ad spend, ROAS) of your keywords (in campaigns using manual bidding) suddenly decreases without you making recent bid changes so that you can conduct an analysis and find out the reasons. You will see the affected keywords and ROAS metrics after clicking on the alert on your Dashboard.
By default, Adalysis will check for keywords whose ROAS decreased by more than 30% over the last 7 days compared to the last 30 days. You can change these conditions in the Audit Settings of your Adalysis account, as well as set specific conversion value thresholds for triggering the alert.
You can also choose which metric you want to track ROAS based on (Conv. value/cost or All conv. value/cost) in the settings of the alert.
Once you are aware of the keywords with decreasing ROAS, you can use some of the other Adalysis tools to find out the reasons.
Possible causes of a falling ROAS may include:
- Rising CPC, which in turn may be caused by the decreased Quality Score, changes in competition, or recent targeting changes
- Decreased conversion rate leading to fewer conversions
- Decreased average conversion value
You can also use the Performance Analyzer to see how the falling ROAS affects your conversion volume, cost per conversion, and other important metrics. Based on this information, you can decide whether or not to change bids for the affected keywords.