Forecasting Overview

Overview Terminology Minimum Requirements [Internal] How it works Benefits over legacy forecasts How to locate the Forecasts in Marin [Internal] Additional Instructions Which Forecasts are used for which Strategy goals? Further Resources

Overview

You can use Marin Forecasting to predict future trends in clicks, conversion, revenue, cost, and profit based on historical data. These predictions can be used as guidelines to adjust goals based on current business needs. The trends are calculated using Marin's predictive campaign-level models, which are then aggregated to present a Strategy-level forecast

Marin's predictive models build on years of experience in applied data science in the marketing domain. We leverage advanced machine learning models generate campaign-level simulations feeding of an array of different predictors and predict how the campaign is expected to perform, both at different targets and future dates.

For more information on how to access forecasts, check out the dedicated article.

Terminology

Internally we tend to refer to “simulations” as predictions of how a campaign will respond to differing targets (typically TargetCPA, TargetROAS and Daily Budget), and “time-series forecasts” as predicting how a campaign will respond at the current target at different days in the future (typically next 30 days, up to a horizon of 200 days), and the more general “forecasts” as combinations of the two, such that we are able to predict any target at any point in the near future.

Minimum Requirements

✅	Campaign is Active
✅	Campaign has at least 1 day of data (clicks)

How to locate the Forecasts in Marin

There are several places where the forecasts are surfaced:

Strategy-level Pacing and What-If charts in the Marin UI
- Click on the Optimize in the left-hand navigation.
- Select the Strategies sub-tab.
- Select a single Strategy in the grid by checking the appropriate check-box
- Select Plan chart type in the drop-down of available charts
- Click on either Plan or Pace charts to see the simulations at different targets, or the daily forecasts