The Poor Performers Saved Spend section helps you understand how much budget you saved by excluding underperforming products from your campaigns.
You’ll see:
Which products were identified as Poor Performers
How much was spent on them before they were excluded
How much they likely would have spent if they had remained active
The total estimated savings from excluding them
Key factors that affect the saved spend
The excluded spend amount is influenced by several factors:
Data health: If your data is incomplete or doesn’t capture all low-performing products, some may remain in the campaign. As a result, the excluded spend might be underestimated and the overall impact reduced.
Share of total spend: The more budget those excluded products originally used, the higher the excluded spend will be.
Definition of the Poor Performers segment: It’s recommended to exclude products that account for around 15% of the worst-performing spend. This helps drive meaningful improvements without being too aggressive.
Getting the balance right
Keep in mind, this recommendation refers to share of spend, not the number of products.
❌ If the excluded spend is too low (e.g. under 5%), the impact on savings will be limited.
❌ If it’s too high (e.g. over 40%), the large shift in ad delivery can hurt performance and cancel out the benefit of the excluded spend.
✅ Staying near the 15% range helps balance savings and performance stability.
How Saved spend is calculated
1. Selecting a segment
Start by selecting the segment of poor-performing products.
📝 Note: You can also check from which product sets these poor performers were excluded, or filter the view to specific product sets only.
2. Selecting date range
The selected date range is always rounded to full weeks. This defines which weeks are included in the saved spend calculation.
3. Identifying Poor Performers
Each week, we check which products entered the Poor Performers segment. For each of these products, we look back at their historical performance to estimate how much spend was saved by excluding them.
Here’s how it works:
We review the product’s spend from the 6 weeks before it was excluded.
Based on that, we estimate how much it would have spent in the following week if it had stayed active.
That estimated amount is counted as saved spend, and it’s assigned to the week the product was excluded.
📝 Note: To avoid counting the same product multiple times, saved spend is only calculated if the product wasn’t already in the Poor Performers segment during the lookback period. This period is defined by the segment lookback window you selected when setting your date range.
4. Summing up the saved spend
Each product contributes to the saved spend in the week it was excluded. The final total is a sum of all these values across the selected date range.
