Bidding
Bid-Shading Calculator
What should you bid in a first-price lead auction to maximize expected profit, given what the lead is worth and how competitors bid?
What to pay, which leads to buy and what they really cost.
What should you bid in a first-price lead auction to maximize expected profit, given what the lead is worth and how competitors bid?
When will your daily lead budget run out at the current pace, and what bid multiplier spreads it across the rest of the day?
Given what a customer is worth and how often traffic converts, what is the most you can pay per click or per lead and still hit your margin?
Which lead score cutoff maximizes profit, given what leads cost, how conversion rises with score, and what a conversion is worth?
What does a lead really cost once returns, credits and unusable leads are counted?
What does lead fraud really cost once wasted spend, handling and downstream losses are counted, and what is screening worth?
What is an inbound call worth once billable-duration thresholds, qualification and conversion are counted, and what can you afford to pay per call?
Which buyer each lead goes to, what to charge for it and what a minute of delay costs.
What is a minute of response time worth when contact rates decay the longer a lead waits?
How much more does a lead earn when buyers are pinged in value order instead of a fixed waterfall?
Given how acceptance falls as price rises, what price (or reserve floor) maximizes profit per lead?
What response rate a mail drop needs to pay for itself, and what it returns.
At what response rate does a mail drop pay for itself, and what return does it make?
How big a holdout test must be, and how long a better model takes to pay back.
How many leads must I hold out, and for how long, to detect a given incremental effect on funded loans?
If a model makes better decisions than your current rules, how long until it pays back what it costs to build and run?
The articles behind these frameworks work through each decision in depth. Browse them in Plato Insights.