A portfolio that only exploits stops finding anything new.
Pushing every euro at today's best performer is a slow way to run out of growth: the winner reaches its ceiling and nothing has been tested behind it. A configured share of the period budget is held as an exploration reserve and spent on candidates that have not earned a place yet — an untried network, a new audience, a different offer, another market, an alternative landing page. Exploit budget is allocated on evidence; explore budget is allocated on the value of finding out. The two are reported apart, so a test never distorts the performance read on the proven side.
You set the reserve, not the model
The exploration share is a Campaign Constitution setting, written as a percentage of period spend or a fixed amount. It does not drift upward because a model felt uncertain. Raising it ahead of a launch and lowering it in peak season is a configuration change, logged like every other.
Candidates graduate on evidence
A candidate leaves the reserve and enters the main allocation when it clears the minimum evidence the Constitution demands: sample size, duration, and agreement across the truth layers. Until then it is funded from the reserve and reported as a test. Candidates that fail are retired with their results kept, so the same idea is not bought twice.
Where a test becomes an experiment
Explore budget shows what was recorded while a candidate ran; it does not tell you what would have happened without it. When that question matters — a whole channel's incremental contribution, say — the answer belongs to a holdout or geo test, and the reserve funds running one. Attribution assigns credit under the rule you chose; only the experiment estimates the counterfactual.
In this capability
- Configured reserve share
- Candidate test slots
- Evidence-based graduation
- Separate explore reporting
Budget
The rest of Budget
Allocation
Cross-channel allocation solved against the objective you chose, inside the spend and CAC limits you set.
Pacing
Daily and monthly pacing that keeps delivery inside the period budget without end-of-month starvation.
Profit Optimization
With finance data connected, allocation optimises on contribution and margin instead of on revenue.
Channel Reallocation
Spend moves between channels in bounded daily steps, inside thresholds you configure, never in one jump.
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]