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All rights reserved.",{"text":651,"caption":652},"Measure what you keep, and then grow what you measure.","The DataGlass team",{"label":654,"prompt":655,"assistants":656},"Ask AI about DataGlass","I want to learn how to use DataGlass, a decision engine for Shopee, Lazada and TikTok Shop sellers that optimizes ads, pricing and promotions for true profit. Use web search to read the DataGlass docs at https:\u002F\u002Flearn.dataglasslabs.com\u002Fdocs (with an agent-readable summary at https:\u002F\u002Flearn.dataglasslabs.com\u002Fllms.txt), then explain what DataGlass does, how to get started and which guides to read first.",[657,661,665],{"label":658,"icon":659,"url":660},"ChatGPT","chatgpt","https:\u002F\u002Fchatgpt.com\u002F?prompt={prompt}",{"label":662,"icon":663,"url":664},"Claude","claude","https:\u002F\u002Fclaude.ai\u002Fnew?q={prompt}",{"label":666,"icon":667,"url":668},"Perplexity","perplexity","https:\u002F\u002Fwww.perplexity.ai\u002Fsearch?q={prompt}",{"sections":670,"navLabel":683,"openApp":643,"search":684},[671,674,675,677,679,681],{"key":672,"label":673},"home","Home",{"key":7,"label":5},{"key":676,"label":617},"use-cases",{"key":678,"label":620},"training",{"key":680,"label":77},"releases",{"key":682,"label":623},"resources","Sections","Start searching",{"label":686},"Region and language",{},"en\u002Fchrome","mobUs3s2Zj3jKhQlnWk_tray3mh7L0ptp0ZGYXlK4NA",{"id":691,"title":417,"body":692,"description":1005,"draft":11,"draftReason":1006,"extension":1007,"layout":1006,"meta":1008,"navigation":1009,"path":418,"platforms":1010,"rawbody":1012,"seo":1013,"stem":419,"__hash__":1014},"docs_en\u002Fdocs\u002F03.growth\u002F04.optimization-groups\u002F05.choosing-an-objective.md",{"type":693,"value":694,"toc":994},"minimark",[695,703,726,731,791,795,798,871,874,878,881,896,907,910,914,935,939,946,949,966,974,981,985],[696,697,698,702],"p",{},[699,700,701],"strong",{},"The objective is the single question the daily split answers."," Same budget, same campaigns, three different answers — because each objective measures \"worth it\" differently.",[696,704,705,706,709,710,713,714,717,718,721,722,725],{},"Pick one of the three cards in the ",[699,707,708],{},"Strategy"," box on ",[711,712,403],"a",{"href":404},". ",[699,715,716],{},"Profit"," is the default. It applies to every day the group runs unless a ",[711,719,720],{"href":443},"change point"," or a ",[711,723,724],{"href":438},"day's own settings"," say otherwise.",[727,728,730],"h2",{"id":729},"the-three-objectives","The three objectives",[732,733,734,750],"table",{},[735,736,737],"thead",{},[738,739,740,744,747],"tr",{},[741,742,743],"th",{},"Objective",[741,745,746],{},"Maximizes",[741,748,749],{},"The budget flows to",[751,752,753,766,779],"tbody",{},[738,754,755,760,763],{},[756,757,758],"td",{},[699,759,716],{},[756,761,762],{},"Contribution profit — revenue after fees, COGS, and shipping",[756,764,765],{},"Products that keep the most money per baht spent",[738,767,768,773,776],{},[756,769,770],{},[699,771,772],{},"GMV",[756,774,775],{},"Attributed revenue",[756,777,778],{},"High-ticket products, even at thin margins",[738,780,781,785,788],{},[756,782,783],{},[699,784,251],{},[756,786,787],{},"Incremental conversions",[756,789,790],{},"Cheap, fast-converting products",[727,792,794],{"id":793},"how-dataglass-maximizes-it","How DataGlass maximizes it",[696,796,797],{},"Every night, for each group:",[799,800,801,808,856],"ol",{},[802,803,804,807],"li",{},[699,805,806],{},"Forecast each campaign."," The model predicts how many orders each budget level would bring. The curve rises, then flattens — each extra baht buys a little less than the one before.",[802,809,810,813,814],{},[699,811,812],{},"Score a split."," It turns those orders into the objective's number:",[732,815,816,825],{},[735,817,818],{},[738,819,820,822],{},[741,821,743],{},[741,823,824],{},"Score",[751,826,827,839,848],{},[738,828,829,833],{},[756,830,831],{},[699,832,716],{},[756,834,835,836],{},"Orders × contribution per order, ",[699,837,838],{},"minus the ad spend",[738,840,841,845],{},[756,842,843],{},[699,844,772],{},[756,846,847],{},"Orders × price",[738,849,850,854],{},[756,851,852],{},[699,853,251],{},[756,855,251],{},[802,857,858,861,862,866,867,870],{},[699,859,860],{},"Search for the best split."," It tries different ways to divide the budget and keeps the one with the highest group score — inside your budget, ",[711,863,865],{"href":864},"\u002Fdocs\u002Fgrowth\u002Foptimization-groups\u002Fbudget-and-limits#mode","mode"," and ",[711,868,869],{"href":423},"constraint",". At that split, moving a baht from one campaign to another would not raise the score.",[696,872,873],{},"Because the curves flatten, the best split rarely puts everything on one campaign: once a campaign's next baht earns less than another's, the money moves.",[727,875,877],{"id":876},"what-actually-changes","What actually changes",[696,879,880],{},"Take two campaigns and ฿1,000 a day:",[882,883,884,890],"ul",{},[802,885,886,889],{},[699,887,888],{},"Campaign A"," — ฿1,200 item, 8% margin.",[802,891,892,895],{},[699,893,894],{},"Campaign B"," — ฿250 item, 35% margin.",[696,897,898,900,901,903,904,906],{},[699,899,716],{}," pushes the budget to B: each sale keeps ฿87 against A's ฿96, but B converts far more often per baht. ",[699,902,772],{}," pushes it to A: one sale is worth almost five of B's. ",[699,905,251],{}," pushes it to B harder still, and stops caring what B is worth once it converts.",[696,908,909],{},"None is wrong. They optimize different businesses.",[727,911,913],{"id":912},"picking-one","Picking one",[882,915,916,925,930],{},[802,917,918,920,921,924],{},[699,919,716],{}," — the default, and right for most shops. Use it whenever the group's products have ",[711,922,923],{"href":53},"COGS on file",".",[802,926,927,929],{},[699,928,772],{}," — use when you're chasing a revenue target, a platform tier, or share in a category, and you accept thinner margins to get there.",[802,931,932,934],{},[699,933,251],{}," — use for launches, review velocity, or ranking momentum, where the count of sales matters more than what each one earns.",[727,936,938],{"id":937},"gmv-and-orders-need-a-bound","GMV and Orders need a bound",[696,940,941,942,945],{},"Profit is self-limiting: it counts what the ads cost, so once the next baht of ads earns back less than a baht, profit falls and the solver stops. ",[699,943,944],{},"GMV and Orders are not."," They don't count the ad cost at all, so any baht expected to add a little more revenue or one more order scores higher — however much it costs. An unbounded group would keep spending until the extra bought nothing.",[696,947,948],{},"DataGlass refuses to save that. A GMV or Orders objective needs at least one of:",[882,950,951,962],{},[802,952,953,954,957,958,961],{},"a ",[699,955,956],{},"Group Monthly Budget"," or ",[699,959,960],{},"Group Daily Budget",", or",[802,963,953,964,924],{},[711,965,869],{"href":423},[696,967,968,969,973],{},"Without either you get ",[970,971,972],"em",{},"\"A GMV or Orders objective needs a bound\""," and the save is blocked — on the group, on a day, and on a change point alike.",[975,976,978],"callout",{"icon":977},"i-lucide-info",[696,979,980],{},"Profit and profit-based constraints depend on COGS. Products with no cost on file weaken the estimate, so add COGS before optimizing a group for profit.",[727,982,984],{"id":983},"pair-it-with-a-constraint","Pair it with a constraint",[696,986,987,988,990,991],{},"An objective on its own has no floor — maximizing orders will accept unprofitable ones. Add a ",[711,989,869],{"href":423}," to fence it: ",[970,992,993],{},"maximize orders, but never below 15% margin.",{"title":995,"searchDepth":996,"depth":996,"links":997},"",3,[998,1000,1001,1002,1003,1004],{"id":729,"depth":999,"text":730},2,{"id":793,"depth":999,"text":794},{"id":876,"depth":999,"text":877},{"id":912,"depth":999,"text":913},{"id":937,"depth":999,"text":938},{"id":983,"depth":999,"text":984},"Profit, GMV, or orders — what each one actually optimizes, and when to pick which.",null,"md",{},{"icon":420},[1011],"shopee","---\ntitle: Choosing an objective\ndescription: Profit, GMV, or orders — what each one actually optimizes, and when to pick which.\nplatforms:\n  - shopee\nnavigation:\n  icon: i-lucide-target\n---\n\n**The objective is the single question the daily split answers.** Same budget, same campaigns, three different answers — because each objective measures \"worth it\" differently.\n\nPick one of the three cards in the **Strategy** box on [Global settings](\u002Fdocs\u002Fgrowth\u002Foptimization-groups\u002Fglobal-settings). **Profit** is the default. It applies to every day the group runs unless a [change point](\u002Fdocs\u002Fgrowth\u002Foptimization-groups\u002Fschedule) or a [day's own settings](\u002Fdocs\u002Fgrowth\u002Foptimization-groups\u002Fmonthly-plan) say otherwise.\n\n## The three objectives\n\n| Objective | Maximizes | The budget flows to |\n| --- | --- | --- |\n| **Profit** | Contribution profit — revenue after fees, COGS, and shipping | Products that keep the most money per baht spent |\n| **GMV** | Attributed revenue | High-ticket products, even at thin margins |\n| **Orders** | Incremental conversions | Cheap, fast-converting products |\n\n## How DataGlass maximizes it\n\nEvery night, for each group:\n\n1. **Forecast each campaign.** The model predicts how many orders each budget level would bring. The curve rises, then flattens — each extra baht buys a little less than the one before.\n2. **Score a split.** It turns those orders into the objective's number:\n\n   | Objective | Score |\n   | --- | --- |\n   | **Profit** | Orders × contribution per order, **minus the ad spend** |\n   | **GMV** | Orders × price |\n   | **Orders** | Orders |\n\n3. **Search for the best split.** It tries different ways to divide the budget and keeps the one with the highest group score — inside your budget, [mode](\u002Fdocs\u002Fgrowth\u002Foptimization-groups\u002Fbudget-and-limits#mode) and [constraint](\u002Fdocs\u002Fgrowth\u002Foptimization-groups\u002Fconstraints). At that split, moving a baht from one campaign to another would not raise the score.\n\nBecause the curves flatten, the best split rarely puts everything on one campaign: once a campaign's next baht earns less than another's, the money moves.\n\n## What actually changes\n\nTake two campaigns and ฿1,000 a day:\n\n- **Campaign A** — ฿1,200 item, 8% margin.\n- **Campaign B** — ฿250 item, 35% margin.\n\n**Profit** pushes the budget to B: each sale keeps ฿87 against A's ฿96, but B converts far more often per baht. **GMV** pushes it to A: one sale is worth almost five of B's. **Orders** pushes it to B harder still, and stops caring what B is worth once it converts.\n\nNone is wrong. They optimize different businesses.\n\n## Picking one\n\n- **Profit** — the default, and right for most shops. Use it whenever the group's products have [COGS on file](\u002Fdocs\u002Foverview\u002Ffoundations\u002Fcogs-and-their-role).\n- **GMV** — use when you're chasing a revenue target, a platform tier, or share in a category, and you accept thinner margins to get there.\n- **Orders** — use for launches, review velocity, or ranking momentum, where the count of sales matters more than what each one earns.\n\n## GMV and Orders need a bound\n\nProfit is self-limiting: it counts what the ads cost, so once the next baht of ads earns back less than a baht, profit falls and the solver stops. **GMV and Orders are not.** They don't count the ad cost at all, so any baht expected to add a little more revenue or one more order scores higher — however much it costs. An unbounded group would keep spending until the extra bought nothing.\n\nDataGlass refuses to save that. A GMV or Orders objective needs at least one of:\n\n- a **Group Monthly Budget** or **Group Daily Budget**, or\n- a [constraint](\u002Fdocs\u002Fgrowth\u002Foptimization-groups\u002Fconstraints).\n\nWithout either you get *\"A GMV or Orders objective needs a bound\"* and the save is blocked — on the group, on a day, and on a change point alike.\n\n::callout{icon=\"i-lucide-info\"}\nProfit and profit-based constraints depend on COGS. Products with no cost on file weaken the estimate, so add COGS before optimizing a group for profit.\n::\n\n## Pair it with a constraint\n\nAn objective on its own has no floor — maximizing orders will accept unprofitable ones. Add a [constraint](\u002Fdocs\u002Fgrowth\u002Foptimization-groups\u002Fconstraints) to fence it: *maximize orders, but never below 15% margin.*\n",{"title":417,"description":1005},"TpO0ZArKeejd8rCPX-PzIcYYwmv8sjuLVmpfOgKzVZ8",{"data":1016,"body":1017},{},{"type":1018,"children":1019},"root",[1020],{"type":1021,"tag":696,"props":1022,"children":1023},"element",{},[1024],{"type":1025,"value":1005},"text",1792785252938]