Best practices for creating GO campaigns

Launch GO campaigns early in the month
We recommend launching GO campaigns early in the month, as this ensures full ongoing optimization of the monthly budget. Campaigns will spend the full monthly limit, whether launched early or late in the month. During the first month, your average daily budget will be adjusted to align with your monthly limit.

Launching campaigns later in the month may require setting a lower monthly limit to prevent spending more than your expected amount. Alternatively, it may be necessary to start with a lower budget and adjust the budget upward early in the following month.

GO Campaign Strategy

Avoid campaign duplication
If you already have existing campaigns with similar target audiences and objectives, avoid duplicating them.
Specifically, if you have campaigns with objectives like lower funnel, retargeting, new customer acquisition, or brand discovery, we recommend replacing these with a GO campaign for discovery, new customer acquisition, or maximize conversions to ensure optimal performance.
Duplicating campaigns or running very similar ones can sometimes impact overall results or lead to unexpected behavior.
For example, one campaign might spend more while the other struggles to scale effectively, or you might experience overall inefficiency if the campaigns target too similar user groups.
Look at the right KPIs for measurement
ROAS is important, but the bigger picture should be considered if the goal is driving holistic and sustainable growth.
- For Drive discovery campaigns, track exposed users, reach, and impressions. This goal is designed to build brand salience among net-new audiences - shoppers who've never visited your site - so conversions aren't the right measure of success here. Instead, monitor how many unique new-to-brand shoppers your ads reached, and watch how your Acquire new customers and Maximize conversions results grow over time as Discovery feeds your funnel.
- For campaigns targeting new customers, the most common assessment is Cost per Order, which can be considered your cost to acquire a new customer. The value of a new customer varies between businesses, depending on order value, average product margins, and average repurchase rate.
  Try starting new customer campaigns with a set budget and see how they do. Then, change your budget to make more new customers or to make it work better. If you have a target CPA for new customers, you can also add your target. Performance to this target may require target adjustments depending on the attribution method you use to hit your actual target.
- For campaigns maximizing conversions, consider your goals. If your business needs to prioritize maximizing sales volume, optimize sales, whereas if the overall value of sales driven is your priority, optimize revenue. You can set targets for both cases for your GO campaign.

Integration & technical best practices

Import your product catalog to unlock Criteo’s top-performing creative formats and drive better results
Connect your Google Analytics 4 account
- Connecting your account will give you access to extra reporting in Commerce Growth's analytics Third Party Attribution report.
- This connection also allows you to benefit from performance improvements as Criteo's GO engines optimize your results according to your preferred attribution platform.
Connect your Meta account
By connecting Meta, you can expand your campaign delivery to the social environment, including video ads, to improve overall results.
Criteo’s view of your shoppers across their user journey on the open internet allows for improved engine optimization to drive results from those users as they are targetable across both open web and social environments.