Major channels
TikTok Ads, where fatigue is measured in days.
TikTok consumes creative faster than any channel here: the video that carried spend last week is dead weight this week. Smart+ keeps choosing which cut to serve; Realvertising keeps the supply arriving and sends qualified-customer value back through the Events API. Realvertising sends qualified-customer events through the Events API and checks TikTok's reported ROAS against the attribution service and your finance system. Creative volume — the thing TikTok consumes fastest — is supplied from above the account.
What TikTok Ads does well
Smart+ reads watch time, sound, hook retention and engagement signals that only TikTok holds, and it is fast at finding which cut of a video works. Realvertising has no view into that auction and does not try to compete with it.
What the Growth Brain adds
- Events API payloads carry CRM stage and collected value, so Smart+ trains on customers rather than form fills.
- Creative is supplied in volume from your brand asset system, because TikTok fatigue is measured in days, not months.
- Spark Ads identities and organic posts are matched to paid variants, so the hook that already works is the one funded.
- TikTok's reported ROAS is compared daily with attributed and collected revenue, and the gap is shown rather than quietly resolved.
- TikTok's budget share moves against every other channel on recorded margin, inside the daily limits you set.
TikTok credits click and view conversions inside its own windows; the attribution service applies your rule to the same visit, and the finance system reports what was collected from the orders recorded after it.
Managed objects
What is coordinated on TikTok Ads
- Smart+ and manual campaign budgets
- Events API events and value mapping
- Spark Ads identities and creative variants
- Custom and lookalike audiences from CRM segments
- Creative rotation schedules and fatigue holds
One action, in full
TikTok reports a strong ROAS on a Smart+ campaign while the finance system shows far less revenue collected after those sessions, so the model plans a reconciliation and pulls both figures alongside the attribution service's independent view. It reports the gap, names view-through counting as a likely source, and proposes a geo holdout rather than a budget cut, because your Campaign Constitution requires experiment evidence before a move that size.
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.
Instagram Ads
Instagram shares the Meta adapter with Facebook. Separate creative ratios, separate placement reporting, one connection.
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]