Expansion is proposed where a test says so.
A channel credited with strong returns is not automatically a channel that deserves more budget. Expansion candidates are drawn from experiment results: holdouts, geo tests and staged budget steps that estimate what would have happened without the spend. Where no experiment exists, the proposal is the test rather than the increase, sized so the result will be readable. New markets are checked the same way, against the objective and the margin floor your finance system reports.
The counterfactual is not in the report
Attribution distributes credit under the rule you chose; it cannot say what would have happened otherwise. A channel credited with revenue may be recording sales that would have arrived without it. The two vocabularies stay apart in every line of this module.
The test comes before the budget
An unevidenced candidate comes back as a proposed experiment with a design, a duration and a minimum detectable effect. The experiment service runs it, and the reading either supports the expansion or takes it off the list. That costs a week and removes a guess from a budget decision.
Headroom and floors, both
Each candidate is checked for available inventory at the current bid range and against the account's maximum CAC and minimum margin. A channel with room but no margin is not an opportunity. The Campaign Constitution caps how fast an approved expansion is allowed to move.
In this capability
- Holdout and geo evidence
- Proposed test designs
- Market-level candidates
- Margin and CAC checks
Insights
The rest of Insights
Daily Brief
Spend, new customers, credited revenue, collected revenue and gross profit, plus the changes large enough to decide on today.
Opportunities
Ranked by the budget engine's expected value and by evidence grade, not by whichever number happened to move most.
Anomalies
Spend, delivery, conversion, sales quality and collected revenue, each judged against its own baseline range.
Creative Opportunities
Format and message combinations the performance data points at, and that nobody has run yet.
Explain Action
A plain-language account of any proposed or executed action, with the evidence bundle it was decided on attached.
One goal. Every channel. Real business truth.
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