Vehicle decisions not portal decisions
The core question is not whether Mobile or AS24 is better. The question is which vehicle deserves which exposure today.
Classifieds Optimizer
Vehicle-level advertising decisions
Classifieds Optimizer V2 connects the daily performance of each vehicle, portal costs and lead behaviour into clear advertising actions. It shows where to keep, adjust or stop advertising so budget flows to vehicles with real potential.
Classifieds Optimizer
DEMO
Today's actions218 vehicles · today
BMW 320d TouringDOD 5d
mob.de€62Stop
AS24€18Keep
VW GolfDOD 30d
mob.de€54Review price
AS24€21Keep
Škoda OctaviaDOD 9d
mob.de€33Keep 7d
AS24€12Keep
Spend stopped where no lead is expected−€640/mo
Definitions used by the engine
leadcalls + emails
interactionprints + favourites/parkings
CPLtotal classifieds cost / lead events
Views are an informational signal, not the main optimization KPI.
Important
Never call cost / number of vehicles with at least one lead a CPL. That metric is cost per lead-generating vehicle.
How daily vehicle data is read
01
One row = one vehicle × one day
02
Mobile and AS24 metrics live in the same row
03
Calls, emails, prints and parkings are cumulative metrics
04
Daily increments are computed as deltas from the previous known cumulative value
05
NULL ≠ 0. NULL means the portal or metric is unavailable, or the vehicle was not observed or listed.
06
0 means the portal or metric exists but performance is zero
V1 is a calculator. V2 is a decision engine.
V1 · historical proportional calculator
If a car was advertised 100 days and had 2 leads, a 14-day simulation took 14 % of the time and 14 % of the leads. This is simplified, a car cannot have 0.28 of a lead.
V2 · vehicle-level decision engine
V2 asks what actually happened, when leads arrived, on which portal, what was already spent, what the lifecycle stage is and what the marginal cost of the next exposure looks like.
What V2 asks per vehicle
- 01What happened to this vehicle?
- 02When did the lead arrive?
- 03On which portal?
- 04How much has it already spent?
- 05What is its days-on-display?
- 06What is its price rating?
- 07How strong is the model right now?
- 08What is the marginal cost of the next exposure?
The decision engine
vehicle state
lifecycle stage
price rating
model strength
portal activity
lead target
marginal cost
Engine
Recommended action
per vehicle and portal
Stop Mobile
Keep AS24
Review price/photos
Billing intelligence built into every decision
€3 200
Invoice cost / month
What the portal charges across the account.
€44
Allocated / vehicle
Invoice spread across active listing days.
€6What V2 optimizes
Marginal next exposure
Cost of the next euro of exposure on one vehicle.
Marginal-cost curve
Demo · illustrativeSpend →
next € · low return
mobile.de billing
Monthly price based on average daily active stock, plus price-class surcharge or discount, plus paid boosts per listing per day.
AutoScout24 billing
Monthly package based on agreed capacity (staffel), plus paid visibility add-ons, plus possible overage by contract.
Business message
Mobile is an accelerator, a short test, or a relaunch after a real change. AutoScout24 can be a lower-cost maintenance channel. When a vehicle has no leads, more spend is rarely the answer, price, rating, photos or competitiveness usually need fixing first.
From fresh listing to stale stock: the lifecycle playbook
0–14 days
Fresh
Full exposure on Mobile + AS24. Let the market react.
15–30 days
Test
Hold Mobile, watch for the first lead before adding spend.
31–90 days
Review
Fix price, photos or description before paying for more exposure.
91+ days
Stale
Mobile only as a short relaunch after a real change. AS24 as low-cost maintenance.
Demo
Demo lifecycle thresholds. Actual stages depend on segment, price rating and dealer contract.
Vehicle action grid (demo)
| Vehicle | DOD | Price signal | Model strength | Leads | Interactions | Mobile action | AS24 action | Wait-for signal | Next review | Reason |
|---|---|---|---|---|---|---|---|---|---|---|
| BMW 320d Touring | 5d | Good price | Strong | 2 | 18 | Stop Mobile | Keep AS24 | Sales follow-up | 7d | Lead target reached early |
| Audi A6 Avant | 14d | Fair price | Normal | 0 | 2 | Stop Mobile | Keep AS24 | First call/email | 7d | No lead after test window |
| VW Golf | 30d | Good price | Strong | 0 | 44 | Review price/photos | Keep AS24 | Conversion signal | 3d | High engagement, no lead |
| Mercedes GLC | 120d | Expensive | Normal | 0 | 6 | Stop Mobile | AS24 only if cheap | Price change | Now | 91+ stale with no lead |
| Skoda Octavia | 9d | Very good | Strong | 1 | 25 | Keep 7d | Keep AS24 | Second lead | 7d | Strong signal, not yet capped |
Demo data for illustration. Actual values depend on dealer contract, feed status and invoice configuration.
Example scenarios
Roadmap
- 01CRM deduplication of unique leads
- 02Real invoice import
- 03Boost optimization
- 04Automated relaunch recommendations
- 05API integration with DMS / stock system
- 06Dealer-specific learning model
- 01CRM deduplication of unique leads
- 02Real invoice import
- 03Boost optimization
- 04Automated relaunch recommendations
- 05API integration with DMS / stock system
- 06Dealer-specific learning model
Move from ad spend reports to ad decisions
Classifieds Optimizer V2 turns daily vehicle performance into a clear, defensible per-vehicle advertising action.