What is the term for the process of adjusting your ad campaigns based on performance data to improve results?

The term for the process of adjusting your ad campaigns based on performance data to improve results is known as "optimization."

In the context of digital marketing and advertising, optimization involves analyzing various performance metrics—such as click-through rates, conversion rates, return on ad spend, and customer engagement levels—to identify what is working and what is not. Adjustments may include changing ad copy, revising targeting parameters, reallocating budget among campaigns, or testing different creative elements to enhance overall campaign effectiveness.

This ongoing process allows marketers to focus their efforts on high-performing strategies while phasing out or revising underperforming ones, thereby maximizing the return on investment (ROI) for their advertising expenditures. Ultimately, optimization is crucial for ensuring that marketing campaigns are adaptable and responsive to changing audience behaviors and market conditions.