For manual bidding campaigns, Adalysis will alert you if your conversion value/cost (i.e. return on ad spend, ROAS) of your keywords decreases despite no recent bid changes. This gives you the chance to analyze the results and find out the reasons.
You'll see the alert under Alerts > Keywords on your dashboard. Click on it to see a list of affected keywords and ROAS metrics.
By default, Adalysis will check for keywords with a ROAS decrease of more than 30% over the last seven days compared to the last 30 days. Go to your Audit settings to change these conditions and set conversion value thresholds for the alert. You can also choose whether to track ROAS based on conversion value/cost or all conversion value/cost.
Use the Performance analyzer to see how the falling ROAS affects your conversion volume and cost per conversion. You can then decide whether to change bids for the affected keywords.
Possible causes of a falling ROAS may include:
Rising CPC — this may be due to decreased quality scores, changes in competition or targeting
Decreased conversion rate leading to fewer conversions
Decreased average conversion value
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