Sellforte Performance is a module designed for performance marketers who need to act on their media data daily, not just quarterly. While the Media Optimizer handles strategic budget planning across channels and seasons, Performance operates at the campaign and ad set level with daily granularity — translating MMM results into concrete actions you can take right now.
The module consists of three features: Performance Recommendations, Performance Insights, and Change Intelligence. Together they form a continuous loop of recommending, analyzing, and learning from campaign and ad set changes.
Why campaign- and ad set-level optimization needs MMM
Ad platforms like Meta and Google already offer automated bidding tools, and they are genuinely sophisticated. The problem is that they optimize based on their own attribution data, which overstates their own contribution, and they do it in isolation without visibility into what other channels are doing. The result is bid decisions optimized for platform-attributed conversions rather than true incremental sales, and a structural bias toward bottom-of-funnel campaigns and ad sets that happen to correlate with conversion events.
Sellforte Performance brings MMM-based incrementality into the daily optimization workflow. Instead of setting bids based on what Meta or Google claim they drove, you set them based on modeled marginal incremental ROAS — what the next dollar spent in that campaign or ad set is actually expected to return.
Performance Recommendations
Performance Recommendations gives you actionable bid and budget recommendations at the campaign and ad set level, with the expected spend change and incremental sales impact visible for each. Recommendations are based on Marginal Incremental ROAS (miROAS), which indicates not just how a campaign or ad set has performed historically but how efficiently it will convert the next dollar spent given its current saturation level.
From the recommendations view you can review each suggested change — current bid value, recommended bid value, projected spend change, and expected incremental impact — and apply it directly to your ad platforms without leaving Sellforte.
Performance Insights
Performance Insights is the historical analysis companion to Recommendations. It brings incrementality metrics, platform-reported data, and attribution from GA4 and MTA into one unified campaign and ad set level view. This makes it possible to compare how different measurement approaches see the same campaign or ad set, and to understand what actually drove results rather than what each platform claims credit for.
Views are fully customizable: you can configure and save column sets tailored to specific platforms, markets, or campaign and ad set structures, and compare attribution windows side by side. The focus is on flexible exploration of past performance at the campaign and ad set level rather than prescribing what to do next — that is what Recommendations handles.
Change Intelligence
Change Intelligence tracks the impact of bid and budget changes made across your campaigns and ad sets, and evaluates whether each change actually delivered the expected result. Rather than relying on simple before-and-after comparisons, it calculates a counterfactual — what would have happened without the change — and measures the true incremental effect on spend, incremental sales, and miROAS at the campaign and ad set level.
This closes the loop between recommendations and learning. When you apply a recommendation and see through Change Intelligence whether it worked, that understanding feeds into better future recommendations. Over time this creates a compounding improvement in how your campaigns and ad sets are optimized.
How Performance fits into your workflow
The Media Optimizer is the right tool for strategic decisions: securing annual budgets, allocating spend across seasons, and setting channel-level directions. Performance picks up where Optimizer leaves off. Monthly and weekly campaign and ad set allocations, daily bid adjustments, and the ongoing fine-tuning of always-on campaigns and ad sets are where Performance operates.
For ecommerce and DTC businesses in particular, where media plans tend to stay relatively stable and the bulk of active optimization work happens at campaign and ad set level, Performance covers the part of the workflow that has historically been the most manual and the least informed by rigorous measurement.