Package Settings
Basic Details
Name: The package name. The maximum length is 60 characters.
Description: (Optional) A description of the package.
3rd Party Billed Fees: (Optional) A static third-party fee to be tracked as a non-billable cost:
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CPM: The cost per 1000 impressions (CPM).
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Description: A description of the CPM fee.
You can override the package-level setting at the placement level.
Goals & Budget
Pacing & Capping: (Read-only for existing packages) At which level to pace and cap placements in the package:
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Package level pacing: This pacing strategy operates by pacing and capping all included placements as a group. This strategy ensures that all placements within a given package are optimized holistically, distributing spend based on performance and scale to selected key performance indicators (KPIs).
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Placement level pacing: This pacing strategy operates by pacing and capping all included placements individually. The best practice is to use this strategy only to execute guaranteed private marketplace deals.
Flight Dates: The package’s overall start date and end date. The flight dates must be included within the campaign flight dates.
- The flight dates for all placements that are assigned to this package must be included within these dates.
- You can’t edit the package start date when custom flighting is activated.
Activate Custom Flighting: Allows you to create non-even pacing flights for the package in the Flighting section below. Once you enable custom flighting and save the package, you can’t disable custom flighting nor edit the package start date.
Budget: (Packages with package-level pacing only) The gross budget cap and the budget interval.
For packages with custom flighting, the budget interval is always All time. For packages without custom flighting, specify the budget interval: All time, Daily, Monthly, or Weekly.
Gross Budget: (Packages with package-level pacing and dynamic margin management only) The gross budget cap for the duration of the package.
Optimization Goal: (Packages with package-level pacing only) The optimization goal for the package. See descriptions of each optimization goal at Optimization Goals and How to Use Them.
Link PG Placements for Incremental Reach Optimization: (Packages with package-level pacing and with the “Always Max Bid & Maximize Reach” and “Lowest Cost per Reach” optimization goals only) Uses household reach data from all programmatic guaranteed placements in the campaign to optimize for incremental reach.
Custom Goal for Model Learning: (Packages with the “Highest Return on Ad Spend” and “Lowest Cost per Acquisition” optimization goals only) A custom goal that includes the revenue or conversion events used to calculate the CPA or ROAS metric. The custom goal can optionally include additional weighted upper-funnel events (such as page visits and shopping cart additions) to be used in addition to the CPA or ROAS metric for package optimization. For more information about custom goals, including the best practices for creating for custom goals and campaigns that use them, see “Custom Goals” and “Best Practices for Setting up Performance Campaigns.”
Consider Only Click Conversions for Model Learning: (Optional; packages with the “Highest Return on Ad Spend” and “Lowest Cost per Acquisition” optimization goals only) Tells the optimization model to learn only from click-based conversions. Otherwise, the optimization model learns from both click- and impression-based conversions.
Conversion Metric: (Optional; packages with the “Highest Return on Ad Spend” and “Lowest Cost per Acquisition” optimization goals only) The final conversion event (such as signups) or revenue event/sale amount (such as purchases and purchase values) to use for computing the return on ad spend or the cost per acquisition. Select from a list of all primary events (“goal metrics”) mapped to the selected custom goal. If the list is empty, then edit the custom goal to include at least one of the underlying events as a goal metric.
Package Goal Type: (Packages with custom optimization goals only) The purpose of the package. This setting helps determine how to optimize the package:
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Prospecting: Prospecting packages focus on acquiring new customers.
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Retargeting: Retargeting packages focus on re-exposing prior visitors or customers.
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Other: All other purposes.
Linked Package for Optimization Learnings Carryover: (Packages with custom optimization goals only) Another package whose historic data is used as input for optimizing the package.
Target: (Packages with package-level pacing only) The target goal, which is used to track performance.
Frequency Cap: (Packages with package-level pacing only) The number of times a unique device, universal ID, or person (depending on the specified Cross Device Level for the campaign and the placement’s Targeting setting) can be served ads from the package. Options include Unlimited or a specific amount per day, week, or month.
- You can set frequency caps at the campaign, package, and placement levels. DSP respects the strictest frequency cap in the campaign hierarchy.
- The best practice is to set frequency caps for both prospecting and retargeting at the package level.
- Higher frequency caps result in higher spend and impressions but lower reach. Lower frequency caps result in lower spend and impressions but higher reach.
Pace on: (Packages with package-level pacing only) What pacing is based on:
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Budget: (Default) This option delivers as many impressions as possible within the allocated package budget.
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Impressions: This option delivers impressions until a specified quantity is reached within a specified interval. When you select this option, specify the number of impressions and the interval: All time, Daily, Monthly, or Weekly.
Flight pacing: (Packages with package-level pacing only) How to pace ad delivery across the entire flight:
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Even: Paces delivery uniformly throughout each flight, with a target of 50% of the delivery in the first half of the flight.
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Slightly Ahead: (The default) Accelerates delivery so that it’s 55-65% complete halfway through the flight duration.
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Frontload: Accelerates delivery so that it’s 65-75% complete halfway through the flight.
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Aggressive Frontload: Accelerates delivery so that it’s 75-85% complete halfway through the flight.
Intraday pacing: (Packages with package-level pacing only) How to pace ad delivery across each day within the flight:
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Even: (The default) Scales delivery based on inventory availability. Generally, more ads are delivered per hour in the daytime, when auction volume is higher, and fewer ads are delivered in the mornings and evenings.
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ASAP: Accelerates delivery to twice the speed of Even.
note caution CAUTION This option can negatively affect performance. Use it only when you are fully prioritizing delivery and spend over performance optimization.
Flighting
(Packages with package-level pacing) The package’s flight periods, including any custom flight periods within the overall Flight Dates for the package. You can configure custom flights only when the Activate Custom Flighting option is enabled in the Goals & Budget section.
Automatically rollover remaining flight budget to next flight: (Available only when the Activate Custom Flighting option is enabled) Automatically adds any remaining budget from the previous flight to the existing budget for the next flight.
In the Packages view and the Package Name > Flights view, the Interval Goal field, which shows the current flight goal, includes any rollover budget.
Flight N: (Available only when the Activate Custom Flighting option is enabled) For each flight, specify the start date, end date, and the target spend goal. To add another flight, click Add Flight.
For existing packages without the “Automatically rollover remaining flight budget to next flight” option enabled, you can optionally reopen the settings to enter a value in the Rollover column for any flight to add potential unspent budget to the next flight.