Every number on the screen opens into the rows behind it.

A figure here is not a rendered value. It carries the service that computed it, the window it covers, the attribution rule in force, and the record set it was built from. Decisions freeze the evidence they used, so a restatement weeks later cannot quietly rewrite the basis of a past action. Where two systems disagree, both readings are kept.

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In practice

Demo data

Where does the €184 Google CAC come from?

From MET-cac-14d: €17,200 of Google spend over 14 days as reported by the channel adapter, divided by the 93 customers recorded in that window. The evidence is the adapter's spend rows, customer records from your finance system, and the last-non-direct rule that assigned each of those 93 to Google. Business impact: this is the figure ACT-2291 rests on, and it is also what puts blended CAC at €144.69 against your €140 target. Confidence is high — 93 customers over 14 days, well above your 30-conversion threshold — with one caveat on the screen: two of the 93 are pending invoice, and the figure moves to €187 if they are refunded. The alternative reading concerns the level rather than the calculation: four of those days ran a new landing page, so this is not a clean read of the campaign at steady state. No action is recommended here; the figure feeds the queue where actions are drafted. Constitution check: none applies — evidence is read-only, and nothing on this page can change an ad account.

Figures carry an identifier

The €184 Google CAC is MET-cac-14d: a metrics service computation over a stated window, reconciled against customer records in your finance system. Open it and you get the spend rows, the customer rows and the join between them.

Decisions freeze their snapshot

DEC-8841 stores google_cac 184.02, meta_cac 121.37 and target_cac 140 as they stood at 06:14 that morning, alongside the evidence identifiers behind each. Later restatements show up as a difference against that snapshot rather than as a silent edit to history.

Disagreement between systems is preserved

Platform ROAS 5.1, attributed 3.8 and margin 2.7 stay three columns for one campaign. Collapsing them into a single score would hide the only interesting fact about them, which is that the ranking reverses depending on who is counting.

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]