Pixels and events provide information that helps Roku optimize your campaign automatically, but also helps you optimize your campaigns manually.

Automatic optimization

After you set up your base pixel and events, you're ready to set up a Conversion ad campaign. Click "Create campaign", select "Conversion" as your objective, and choose an optimization goal for whichever event matters most (e.g. page views, sign-ups, purchases, etc.) Once your campaign launches, Roku will optimize it in real-time to drive as many actions as possible.

Manual optimization

While your campaign will be automatically optimized to maximize actions, you can also optimize manually. To do so, when creating a report, select "Events" from the dimensions column and "Actions" from the metrics column and then download a report.

Next, look at the locations or creatives that are driving the most actions and consider either (a) pausing underperforming tactics, (b) heavying up on the best-performing tactics, or (c) booking new campaigns with only the best-performing tactics.