The best channel on day one is rarely the best on day ninety.
Every acquired customer joins a cohort keyed to the channel, campaign, creative and audience credited with the acquisition, and dated to the day. Collected revenue, repeat purchases, refunds and margin accumulate against that cohort at 30, 60 and 90 days. The business metrics service computes the curves; the Growth Brain reads them when it plans allocation and cites them when it explains a move. Ranking by first-order return and ranking by 90-day cohort value routinely disagree, and which one budget may follow is set in your Campaign Constitution.
Day-one ranking rewards the wrong buyer
Discount-led offers and broad prospecting win on first-order metrics and often lose on repeat rate. A cohort view separates customers who bought once from customers who came back. Between two channels with identical CAC, the 90-day value gap is frequently wider than any CAC gap worth chasing.
Cohorts feed the audience work
High-value cohorts become the seeds for expansion and lookalike inputs; low-value cohorts become suppression lists. The Growth Brain proposes those moves with the cohort evidence attached, inside the Campaign Constitution's limits. Nothing is applied until the minimum evidence your account requires is present.
Curves mature, so decisions are staged
A 30-day curve is a signal and a 90-day curve is a verdict, and the interface labels which one is on screen. Incomplete cohorts are marked as such instead of being compared against finished ones. Moves made on immature cohorts stay inside the daily movement limits you set, and each one is logged and reversible.
In this capability
- Day-dated acquisition cohorts
- 30/60/90-day value curves
- Repeat-purchase and refund tracking
- Cohort-seeded audience moves
Performance
The rest of Performance
True ROAS
Platform-reported, attributed, collected and margin ROAS side by side, plus incremental where an experiment exists.
CAC
Acquisition cost measured against customers your CRM confirms, not conversion actions a platform counted.
Pipeline
Qualified pipeline, opportunity value, won revenue and sales velocity, held per channel, campaign and creative.
Revenue
Collected revenue read from the commercial systems that recorded it, with refunds and failed payments included.
Margin
Margin measured with your finance system's definitions. Realvertising reads them and does not author them.
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]