Reference / Glossary / Practice and industry
Optimization
Adjusting a running campaign to improve results: shifting budget, changing bids, pausing placements, refreshing creative, tightening targeting. Optimization is judged on the metric that matters and is limited by learning phases and by the noise in short periods of data.
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Cite this entry:
Agency Echelon. "Optimization." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/optimization/