Questions, answered.

No. It is an estimate of future value based on how similar cohorts behaved historically. It is always shown next to observed results and a measure of reliability; decisions should consider both.

If the segment does not have at least 14 periods of history, BakingAds returns only the observed ARPU and states that a projection is not available.

Because the estimate would not be meaningful: the period is too young, there is no data, or the historical curve is too scattered. The reason is always reported.

Yes. Traffic dimensions let you narrow the segment to the level of detail you need (campaign, country, network, custom parameters), including several values for the same dimension.

A reference for acquisition cost derived from the confidence-adjusted forecast and the margin you apply. It is meant to be weighed against real costs, not used as an automatic bid.

No, you are not limited to purchases. Events are configured on your customer journey: you can analyze leads, confirmations, purchases and any other relevant action.

Yes. Every panel supports dimensions and filters so you can read performance in the most useful context.

Yes. Views, Cohort, ARPU and Tell Me Why configurations can be saved, marked as favorites and reopened. Views can also be exported to CSV or Excel.

No. The tracking script works together with the server-to-server API for events confirmed by your backend.

The browser script may be blocked. For critical events such as lead and revenue, use server-to-server calls, which come from your backend and are not affected.

Yes. Send them via API when they are confirmed, using the click identifier saved when the user first landed.

When a returning user registers with a new click, the previous identifier can be passed at registration so the new session is linked to the user’s history.

The script loads asynchronously and sends events in the background. Track meaningful steps only, not every page view.