Sometimes you know something about a campaign that the numbers don't show yet. Maybe your brand campaign has a high CPA but you know that the quality of conversions is much higher than those that come from a generic campaign.
Maybe you are running Google and Facebook in one budget, and you know that for this client, Google conversions are worth three time more than facebook conversions.
Until now, using the Recommended Budget automation has relied on ranking campaigns by performance, assuming that all conversions are equal in importance.
Conversion Weightings give you much more control. You can tell Adpulse to weight the conversions generated by a campaign as being more or less than other campaigns.
This will lean budget toward or away from that campaign without locking it or treating it as a hard priority. It's a gentle nudge rather than an on/off switch, so your recommendations still respond to real performance, just tilted the way you want.
What a weighting does to recommended budgets
Adpulse ranks your campaigns by performance - either CPA or ROAS - depending on how your budget is configured. It then uses that ranking to decide which campaigns should get more or less budget in its recommendations.
A weighting changes the value Adpulse ranks on, not the real performance data. For example:
Favour 25% on a CPA campaign tells Adpulse to treat its CPA as 25% lower than measured (i.e. as if it were performing better than it actually is), so it's more likely to receive budget.
Disfavour 30% tells Adpulse to treat the campaign as performing worse than measured, so budget is more likely to move away from it.
Your actual reporting numbers never change. Weighting only affects how the campaign is ranked inside the Recommended calculation.
Tip: Weighting is continuous and legible. If someone asks "why is this campaign getting more budget?", the answer is simply "because it's weighted Favour +25%."
Where to find it
Go to Budgets → (your budget) → Daily Budgets.
In the Daily Budgets table you'll see two related columns:
Conversion Weighting (or Ranking KPI) is the renamed "CPA" column. Beneath the header it shows which KPI applies to this budget, e.g. (CPA) or (ROAS). The cell shows the value Adpulse ranks on, calculated over the most recent 10 conversions to smooth out timing noise. (It is not a reporting metric for the current period.)
Weight is pinned next to Ranking KPI. This is where you set favour/disfavour. The two columns travel together; Weight isn't shown or hidden separately.
Both column headers have an info icon with a short explanation if you hover over them.
When a campaign has fewer than 10 lifetime conversions, the Ranking KPI cell shows "--" because there isn't yet enough data to rank it.
Setting a weight on a single campaign
Click anywhere in the campaign's Weight cell. A weighting popover opens.
Choose a direction: Disfavour, Neutral, or Favour.
Choose a strength. You can pick a preset (Slight (10%), Moderate (25%), or Strong (50%)) or click Custom to type your own percentage.
Check the Preview block, which shows what the setting will do (for example, "Ranks as $73.69 CPA, from measured $98.25 · 25% favour").
Click Save.
The Weight cell then shows a coloured pill:
Favour: green pill, e.g.
Favour +25%.Disfavour: amber pill, e.g.
Disfavour −30%.Neutral: a plain italic "Neutral" label (the default, no weighting applied).
When a weight is active, the Ranking KPI cell also shows a second line beneath the raw value, like → $73.69 weighted, colour-matched to the direction.
Buttons in the popover
Clear removes the weighting and sets the campaign back to Neutral. (Selecting Neutral and saving does the same thing.)
Cancel closes without saving. Pressing Esc or clicking outside the popover also cancels.
Save applies the weighting.
How weighting works with Locked campaigns
Locked campaigns are excluded from automatic budget allocation, so a weight on a Locked campaign has no effect while it's locked, but it is still stored.
You can set a weight on a Locked campaign. The popover will show a reminder: "Lock is on — this weight will apply when the campaign is unlocked."
A Locked campaign's Weight pill turns grey and shows a small lock glyph, but keeps its label (e.g. a locked favour pill still reads "Favour +15%") so you can see the stored preference.
The moment you unlock the campaign, the weight becomes live and is picked up by the next recommendation.
This makes weighting useful for "park it now, prefer it later" situations. For example, a campaign that's locked during a creative refresh but that you want favoured as soon as it's back in play.
When recommendations update
Editing a campaign's Weight (as well as its Lock or Min/Max settings) triggers Adpulse to re-run the budget allocation. While it recalculates, you'll see a "Recommendations updating" state; the table updates with the new Recommended values once it finishes.
Hovering the Recommended value on a row shows a tooltip explaining how the number was reached, including any weighting that was applied.
Things to keep in mind
Strength is capped at 90%. This is intentional. It keeps the ranking math safe at the extremes while still allowing a strong bias.
Weights persist across budget periods. A weighting reflects your view of the campaign, not of a specific period, so it carries over until you change it.
Weights survive a KPI change. If your budget switches between CPA and ROAS, "Favour 25%" still means "treat this as 25% better", and Adpulse reinterprets it automatically, with no need to redo anything.
Campaigns with no ranking data yet. You can set a weight on a brand-new campaign with fewer than 10 conversions. It's stored, and it takes effect automatically once enough conversion data exists.
Weighting is separate from tags and from AutoPacing. It doesn't replace priority tags, and it doesn't affect AutoPacing (which looks at pacing, not the ranking KPI).
Quick examples
Boost a strong campaign whose recent CPA looks high due to a few large transactions: Favour 25%. It ranks as if its CPA were lower, so it's more likely to gain budget.
Pull back from a campaign with noisy, high-CPA data you're still investigating (without locking it): Disfavour 30%. It ranks as if performing worse, so budget tends to move away.
Push budget into several campaigns ahead of a promotion: select them, Apply weight… → Favour 15%, Save.
Reset a campaign that's stabilised: open its Weight cell and click Clear.