Ten node types, and derivation is an edge between them.
The graph holds concepts, messages, copy variants, visual assets, videos, formats, channel variants, landing-page variants, audiences and campaigns as separate nodes. Derivation is an edge, not a filename convention, so cutting a square asset into a 9:16 Reels variant leaves both attached to the same concept and to each other. Figures are joined to those IDs by the attribution service and the business metrics service — the graph stores identity and lineage, never its own version of ROAS or CAC.
Lineage survives the re-upload
Networks hand out a fresh object ID whenever creative is recreated, paused and relaunched, or duplicated into a new campaign. The adapter binds that new ID to the existing variant node, so one variant can carry several network identities over its life and still read as one history.
Every layer is its own node
A message is not its copy variant, and a copy variant is not the channel variant that ran in a specific placement. Keeping them apart is what lets you see that the claim is holding while one cut of it is not, instead of retiring both together.
Numbers are referenced, not copied
Each node carries the keys the deterministic services need: network object IDs, attribution identifiers, CRM record links. Network, attributed, CRM and financial figures are fetched against those keys at read time and shown side by side, so no node ever holds a blended score of its own.
In this capability
- Stable concept IDs
- Variant lineage edges
- Network ID re-binding
- Cross-channel node joins
Creative Intelligence
The rest of Creative Intelligence
Message Concepts
Learning at the idea level: which claim holds with which buyer, kept separate from the file that carried it.
Asset Library
Approved assets arrive from your brand asset system with ownership, licence status and usage limits still attached.
Generation
Channel-native drafts from an approved brief: Google headlines, Meta and Reels briefs, TikTok scripts, LinkedIn copy.
Creative Fatigue
Five signals read together: post-click conversion, frequency, CTR, CPM at stable audience, outcomes at stable delivery.
Creative Briefs
Messaging from your content platform, cleared assets and the recorded performance, assembled before anything is written.
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.
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