The optimization of assays has two purposes: (1) to increase the sensitivity of the assay so that low levels of the analyte can be determined; and (2) to prevent small changes of the reaction conditions from having a large impact on the outcome of the assay. The two purposes are usually equally important, as has been recognized in well-established branches of analytical chemistry, such as clinical chemistry. The firefly luciferase reaction can be used for many types of assays. The way to optimize these assays is not trivial, as there are many parameters to consider. Furthermore, as there are now several types of recombinant luciferases available, one has to decide which is the most suitable for each individual assay. The optimization is influenced by the conditions and requirements under which the assay is performed. Special attention is given to ways to calibrate assays. Examples on optimization are mainly taken from the author's own work during 40 years using assays based on the firefly luciferase reaction.