One objective, written down, that every channel is judged against.

A business objective here is a stored object rather than a line in a brief: the outcome that counts as success, the CAC you aim at, the CAC you will not exceed, the margin floor, the markets in scope. It decides which signal each channel optimises toward and which channels are comparable at all. It is also what stops a good-looking action, since no scaling is proposed against an objective whose margin floor is unmet. Change the objective and the whole recommendation queue re-ranks behind it.

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In practice

Demo data

We want annual customers at €140. What does that change?

Six things, straight away. The outcome becomes paid annual customer, so last week's 41 Google leads count as 3 results and Google's value signal moves to Qualified Opportunity. Channel comparison is re-based on that outcome: Google at €184, Meta at €121, TikTok at €148, and LinkedIn measured on €42k of qualified pipeline instead of CAC because its cycle exceeds the window. Evidence: the 14-day metrics window, CRM opportunity stages, and invoiced customer value from your finance system. Business impact is a blended €144.69 against the €140 target on €50,000 a month, with €190 as the ceiling no channel may pass. Confidence is high on the ranking and medium on TikTok, which sits closest to target and moves most with creative. Worth holding as an alternative explanation: Meta's lead may be plan mix rather than channel quality, so the objective schedules a holdout instead of a wholesale shift. Recommended action is to set the objective, switch the Google signal, then move €1,200 a day. Constitution check: the €140 target, €190 maximum, 65% margin floor and 30-outcome threshold are written into the constitution together, and at 64.5% margin today the first scaling action waits.

The outcome, not the conversion

"Paid annual customer" is the outcome in this account, so a form fill is an intermediate step and not a result. Google's value signal is set to Qualified Opportunity rather than Lead, because that is the earliest event the objective can trust.

Not every channel counts the same

LinkedIn is measured on €42k of qualified pipeline rather than on customers, because its cycle runs longer than the measurement window. The objective records which measure applies per channel, so a cost-per-lead comparison across four channels never gets made in the first place.

The margin floor gates scaling

While gross profit as a share of attributed revenue sits under the floor written into your Constitution, no scaling action is drafted against this objective. Reallocation and cuts stay available. The floor is an account-level constitution rule enforced before an action is queued, not a footnote in a report.

Demo data

Behind one answer

Answer: Meta. Its customers are credited with €14,800 more collected 90-day revenue than Google's on 15% less spend.
Evidence: 311 customers, 90-day window, invoiced value from the finance system, last-non-direct attribution.
Business impact: Moving €1,200/day would add an estimated 31 customers this month.
Confidence: High — 14 days above the minimum evidence threshold.
Alternative explanation: Meta's audience skews to annual plans. Some of the gap is plan mix rather than channel quality.
Recommended action: Move €1,200/day from Google Prospecting to Meta Prospecting.
Constitution check: Passes — within the €1,500/day movement limit.

Intelligence

The rest of the intelligence layer

The Growth Brain

The planner above your ad accounts. It decides which channel gets the next euro, and what that euro is pointed at.

Ask AI

A question resolves into a window, a cohort, an attribution rule and four service calls — and the plan is shown beside the answer.

Actions

Every change to an ad account is an action object: checked against your limits, logged, evidenced and reversible.

Recommendations

A ranked queue of what to do next — each item with its evidence, the spend it affects and the rule it clears.

Forecasts

What a budget is likely to buy over the next 30 days, with the range, the assumptions and the later score.

What Changed

A diff of your advertising since the last read: your changes, the networks' changes, ranked by money at stake.

Why It Changed

Decomposition names the segment carrying a measured difference. It does not prove that segment caused it.

Evidence

Every figure opens into the rows behind it: which service computed it, over which window, under which rule.

Business Objectives

One written objective — outcome, target CAC, maximum CAC, margin floor, markets — that every channel is judged on.

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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No ad spend commitment · Connect one channel to start · [email protected]