Major channels
Instagram Ads, with the creative supply to keep up.
Instagram runs through the same Meta adapter as Facebook: one connection, one token, one integration. What differs is the creative. Reels, Stories and Feed need different ratios, different pacing and different hooks, and they tire faster than search assets do. Realvertising builds those variants from your brand asset system and retires them when the credited conversion rate drops.
What Instagram Ads does well
Advantage+ re-ranks each impression between Reels, Stories, Explore and Feed on retention and engagement signals Meta does not expose to anyone outside it. That auction work stays inside Meta.
What the Growth Brain adds
- Vertical variants for Reels and Stories are built from approved brand assets rather than cropped down from a square.
- Fatigue is measured per surface from frequency and a falling credited conversion rate, and tired variants are held out.
- Instagram placement spend is reported against collected revenue separately from Facebook, despite the shared adapter.
- Conversions API events carry opportunity stage and collected value from your CRM and your finance system.
- Instagram's budget share is decided against every other channel, under the limits in your Campaign Constitution.
Instagram reports the click and the on-platform action; the attribution service records the session under your rule, and the CRM and finance system say which of those sessions had revenue recorded after them.
Managed objects
What is coordinated on Instagram Ads
- Instagram placement allocation across Feed, Reels, Stories and Explore
- Creative variants sized per Instagram surface
- Conversions API events and value mapping
- Custom and lookalike audiences built from CRM segments
- Frequency caps and creative rotation schedules
One action, in full
Reels variants pass the frequency threshold in your Campaign Constitution while their credited conversion rate declines week over week, so the model plans a refresh and requests new vertical cuts from your brand asset system. It stages the replacements, keeps one tired variant live as a control, and logs the swap with the evidence that triggered it.
Platform truth vs business truth
Ranked by platform ROAS, Google wins and LinkedIn is last. Ranked by margin, that order is exactly reversed. Neither column is wrong — they answer different questions, which is why the product refuses to collapse them into one score.
| Campaign | Platform | Attributed | Margin |
|---|---|---|---|
| PMax — Annual plansGoogle | 5.1× (highest) | 3.8× | 2.7× |
| Prospecting — ES/DEMeta | 3.4× | 4.6× | 3.9× |
| Video — FoundersTikTok | 2.1× | 3.2× | 2.8× |
| ABM — Mid-marketLinkedIn | 1.8× | 3.7× | 4.1× (highest) |
Adapters
What each network actually permits.
Capabilities differ, and the adapters say so rather than forcing a parity that does not exist.
Adapter capabilities
| Capability | Meta | TikTok | Microsoft | ||
|---|---|---|---|---|---|
| Create and update campaigns | supported | supported | supported | supported | supported |
| Budget changes | supported | supported | supported | supported | supported |
| Creative upload | supported | supported | supported | supported | supported |
| Server-side conversions | supported | supported | supported | supported | supported |
| Conversion adjustments | supported | supported | not supported | not supported | supported |
| Customer-list audiences | supported | supported | supported | supported | supported |
| Offline outcome import | supported | supported | not supported | supported | supported |
Capabilities differ per network and the adapters say so rather than pretending otherwise. Forcing false parity is how an integration page becomes a support ticket.
Other channels
Every channel competes for the same objective.
Google Ads
Performance Max keeps bidding. The Growth Brain sets its budget, its conversion goal and the audiences it may not spend on.
Meta Ads
Advantage+ keeps exploring creative and audiences. The Growth Brain decides the signal it trains on and the budget it gets.
Facebook Ads
Facebook runs on the same Meta adapter as Instagram. One connection, one token, separate placement and creative decisions.
TikTok Ads
Smart+ keeps optimising delivery. The Growth Brain feeds it qualified-customer events and decides how much TikTok gets.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
No ad spend commitment · Connect one channel to start · [email protected]