A short list of what to do next, ranked by what it is worth.
Recommendations are drafted actions waiting for a decision. Each one carries the measured difference it rests on, the spend it affects, the expected effect, a confidence grade and the constitution rule it clears. Ranking is by euros at stake against your objective rather than by percentage change, so a 3% inefficiency on €19,800 outranks a 40% swing on €400. Holding steady is a recommendation too, and it is written down when it is the right call.
In practice
Demo dataWhat should I do first this week?
Start with the Google value signal, not the budget move. Google recorded 41 leads last week and the CRM qualified 3, while the conversion signal sent back to Google still counts all 41 equally — that is €17,200 a month optimising toward the wrong outcome. Evidence: CRM opportunity stages over the 14-day window and the conversion feed configuration on the account. Business impact: every day it stays unchanged, Google's bid strategy keeps buying the cheapest form fill. Confidence is high on the misconfiguration and medium on the size of the effect, since one week of 41 leads is a small sample. An alternative explanation is a qualification backlog in the CRM rather than worse traffic; the queue was checked and is clear. Recommended order is ACT-2294, then the €1,200/day move in ACT-2291, then the TikTok creative replacement — and hold LinkedIn, which needs no action at all. Constitution check: ACT-2294 clears the 30 qualified-outcome threshold at 34, and the creative replacement waits for approval because new creative always does.
Evidence thresholds gate the queue
A recommendation does not surface until the measurement behind it clears the minimum in your constitution — 30 conversions before scaling, in this account. Below that it appears as a watch item, because a budget moved on nine conversions never leaves the learning phase.
Holds are recommended explicitly
A channel can cost several times the account average per lead and still be the one to leave alone. Where your CRM records its opportunity rate well above the blended rate, the recommendation is to hold its budget steady and say so in writing. The channel only looks expensive on the metric it is worst at.
An exploration reserve is standing
Twenty per cent of budget is reserved for new channels, concepts, audiences, offers, markets and landing pages, and recommendations compete inside that reserve separately. Exploration is allocated first, not from whatever is left at month end.
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.
The other intelligence capabilities are listed above.
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]