What are the factors that define the segment for each product?

Segmentation parameters, as of the early 2024 version of the CLM, include four key metrics - Impressions, Clicks, Revenue, and Costs. In addition, we also request three values from the user - Breakeven ROAS, Lookback Window, and Custom Label ID. Each of the five segments is based on its own logic:

1. Winners - Have a high amount of clicks and deliver ROAS >= Breakeven ROAS

2. Prospects - Have ROAS > Breakeven ROAS, but traffic is low 

3. Jumpers - Have a high amount of clicks, but couldn’t keep up with Breakeven ROAS

4. Sleepers - Did not get sufficient traffic to be evaluated

5. Wasters - Had enough traffic, but under-delivered on ROAS

All three settings, Breakeven ROAS, Lookback Window, and Custom Label ID, could be modified after the initial setup using the CLM dashboard, but we recommend adjusting them not more than twice a month to be able to compare the performance with old and new settings. In addition, changing these values would trigger an immediate analysis to be processed by CLM.