Historical performance is helpful when establishing a GPS goal, but it isn't required.

If a client is new to digital advertising, launching a new campaign, or doesn't have reliable historical data, GPS can establish an initial baseline using available business information and industry benchmarks.

What Information Can GPS Use?

Depending on what's available, the initial plan may use:

• Client-provided business information

• Existing account data

• Published industry benchmarks

• Clearly identified industry assumptions

The GPS Guide notes that current lead-cost assumptions use published WordStream by LOCALiQ benchmark data. Client-specific inputs such as sale value, margin, and conversion rate should be replaced with actual client information whenever available. Pasted text

Will I Know Which Numbers Are Estimates?

Yes.

If an industry assumption is being used because client-specific information isn't available, it should be clearly identified as an estimate.

An industry benchmark is a starting point, not a guarantee of what that individual account will produce.

What Happens Once We Have Real Data?

As the campaign runs, the account begins generating its own performance history.

That allows us to compare the original assumptions against actual performance and gradually replace estimated inputs with client-specific data.

GPS uses the first 90 days of performance as an important reassessment point for campaigns that began using industry assumptions. Pasted text

The goal is to start with the best information available and make the plan more specific as the account generates its own data.