Optimization

Vendo’s Optimization feature provides a unified view of advertising performance across connected ad platforms, with budget recommendations, bid management, and what-if scenario modeling.

Open Paid Ads from the sidebar (Optimization appears as Paid Ads in the navigation; route: /[account]/optimization). Budget and bidding controls are documented in Budget Controls. AI-generated budget recommendations also surface in Approvals.

Dashboard

The Optimization dashboard has eight tabs:

Above the tabs, an Ask AI panel lets you ask natural-language questions about your ad performance. It streams answers from Vendo’s Agent, which queries your BigQuery data directly.

Supported Platforms

• Google Ads
• Meta (Facebook/Instagram)
• Microsoft Ads (Bing)
• TikTok Ads
• Snapchat Ads
• LinkedIn Ads
• X (Twitter) Ads
• Axon (AppLovin)
• Pinterest Ads (beta — request access)
• Apple Search Ads (beta — request access)

Getting Started

1. Connect ad platforms — At least one ad platform must be connected as a source with data syncing.
2. Choose permissions — When connecting an ad platform, select what Vendo can do (read performance data, send conversions, sync audiences, make campaign changes). See Granular Permissions.
3. Run an analysis — Click Run Analysis on the Overview tab to fetch cross-platform metrics.
4. Configure settings — Set your optimization goal (ROAS, CPA, or Conversions), lookback period, and thresholds.

Overview Tab

Shows aggregated metrics across all connected platforms with four KPI cards:

Below the KPIs:

• Platform Performance Comparison — Table showing spend, revenue, ROAS, CPA, conversions, CTR, and conversion rate per platform
• Spend Distribution — Visual bars showing budget allocation across platforms
• Period-over-Period Changes — Table comparing current period vs previous period with trend indicators for spend, revenue, ROAS, and conversions
• ROAS Trend Chart — SVG sparkline showing daily ROAS over the lookback period with a breakeven reference line

Performance Report

The Performance tab provides a hierarchical drilldown report showing metrics at every level of the ad hierarchy.

How It Works

Select a lookback period (7, 14, 30, 60, or 90 days), then click Load Report. Vendo queries BigQuery across all connected platforms and returns a unified view:

Account Level (totals)
├── Google Ads          $30,000  ROAS: 2.5x
│   ├── Campaign A      $15,000  ROAS: 3.2x    ← click to expand
│   │   ├── Ad Group 1   $8,000  ROAS: 3.5x
│   │   └── Ad Group 2   $7,000  ROAS: 2.8x
│   └── Campaign B      $15,000  ROAS: 1.9x
├── Meta Ads            $20,000  ROAS: 1.6x
│   ├── Campaign C       $12,000  ROAS: 1.8x
│   │   ├── Ad Set X      $7,000  ROAS: 2.0x
│   │   └── Ad Set Y      $5,000  ROAS: 1.5x
│   └── Campaign D        $8,000  ROAS: 1.3x

Each row shows: spend, revenue, ROAS (color-coded), CPA, conversions, CTR, and conversion rate.

Platform-Specific Hierarchy

Different platforms use different names for the same concept:

The report normalizes these differences into a consistent drilldown experience.

Budget Planner

Creating a Plan

1. Click New Budget Plan
2. Set plan name, period (daily/weekly/monthly), and total budget
3. Allocate budget per platform with bid strategy preference
4. Save

AI-Suggested Allocations

Click Optimize on any budget plan to get AI-suggested allocations based on historical performance. The algorithm:

1. Calculates each platform’s Efficiency Index (revenue share / spend share)
2. Allocates budget proportionally to efficiency with min/max constraints
3. Suggests bid strategies based on platform ROAS (Target ROAS for high performers, Maximize Conversions for others)
4. Shows a comparison table: current allocation vs suggested, with efficiency and ROAS per platform

Click Apply Suggestion to adopt the recommended allocation.

Budget Pacing

Click Pacing on a budget plan to see real-time spend tracking:

• Progress bar per platform showing actual spend vs budget
• Expected pace marker (based on days elapsed in the period)
• Status badges: On Track, Underpacing, or Overpacing
• Projected spend at current run rate

Recommendations

AI-generated suggestions based on cross-platform performance analysis.

Categories

Severity Levels

• Info — Insight, no action needed
• Warning — Should review soon
• Critical — Immediate attention (e.g., zero conversions with significant spend)

Actions

• Accept — Acknowledge and plan to act
• Dismiss — Not relevant; remove from list
• Dismiss All — Clear all pending recommendations

Recommendations auto-expire after 7 days and refresh when you run a new analysis.

Controls

The Controls tab shows your campaign entity hierarchy — all campaigns, ad groups, ad sets, and keywords across platforms, with their budget and bidding configuration.

Entity Browser

Click Load Entities to fetch the latest campaign hierarchy. The tree view shows:

• Platform → Campaign → Ad Group/Ad Set (depending on platform)
• Budget amount and type (daily/lifetime) at the level where the platform controls it
• Bid strategy and target at the bidding level
• Entity status (active/paused)
• KPI target vs current value (when configured)

Platform Budget & Bidding Levels

Change Log

Every budget or bidding change made through Vendo is recorded with:

• What changed — Budget amount, bid strategy, bid amount, bid target, or status toggle
• Before/after values — The old and new values
• Who triggered it — User, recommendation, auto rule, or Agent
• When — Timestamp with relative time
• Execution status — Pending, executing, applied, failed, or rolled back
• KPI at time of change — If a KPI metric was linked

What-If Simulator

Model different budget allocations before committing to a plan.

How to Use

1. Enter your total budget
2. Click Start Simulation to fetch current platform performance
3. Drag sliders to adjust per-platform budget — moving one auto-adjusts others proportionally
4. Watch projected outcomes update in real time:
   • Total spend, projected revenue, projected ROAS
   • Per-platform breakdown with efficiency index
5. Click Save as Plan to convert the scenario into a budget plan

Projections are based on historical ROAS over the configured lookback period.

Ask AI

The Ask AI panel (above the tabs) connects to Vendo’s Agent — an AI that can query your BigQuery data directly and provide analysis.

Quick Prompts

• “Which channel has the best ROAS trend?”
• “Where should I reallocate budget?”
• “Are there any anomalies in my ad spend?”
• “Should I increase Meta Ads spend?”
• “What’s my CAC by channel?”

You can also type custom questions. The Agent streams its response with tool call indicators showing what data it’s querying.

Granular Permissions

When connecting an ad platform, you choose what Vendo can do with your account:

Permissions are selected before authentication — Vendo requests only the OAuth scopes needed for your chosen permissions. You can change these later in the app settings.

How Permissions Affect Features

Settings

Configuration Options

MCP Tools

Four optimization tools are available via the MCP Server:

These can be used by AI tools or any MCP-compatible client (the Vendo CLI uses the REST API directly, not MCP).