Yesterday's advertising, as a diff.
What Changed lists every material difference since your last read: spend and CAC movements, structural edits, creative rotation, network-side automatic changes, actions executed here, and anything that broke. Each line names the system it came from and the euros it touches. Ordering is by money at stake against your objective, not by percentage. This page states what moved and not why — that is separate work, on a separate page.
In practice
Demo dataWhat changed since Friday?
Five differences, and one of them is costing money. TikTok Video 18 has held 61% of channel spend for nine days while post-click conversion fell from 2.4% to 1.1% at stable delivery and frequency rose 40% — that is the expensive line, against €8,000 a month. Google's daily spend rose 4% to €1,842 with no action taken here; the adapter shows Performance Max shifted delivery toward a new asset group on Saturday. Attributed revenue is €7,911 and gross profit €5,104, which is 64.5% of it, just under your 65% floor. Evidence per line names its system: channel adapters for spend and delivery, your web analytics for post-click rate, your finance system for collected revenue. Confidence is high throughout, because these are recorded differences rather than estimates. The alternative explanation matters on the Google line — a weekend spend rise and an asset group change landing on the same day does not make one of them the reason for the other. Recommended action is the queued creative replacement, ACT-2293. Constitution check: new creative requires approval, so it waits for yours, and no scaling action will be drafted on this objective while margin sits under 65%.
Their changes, next to yours
Networks change things on their own: asset groups shift, audiences widen, a placement opens. Those are read back through each adapter and listed beside the actions executed here, so a CAC movement is not pinned on your budget edit when a network-side rotation sits in the same row.
Breakage is ranked first
A broken landing page, a stalled conversion feed, an account disapproval or a spend runaway is checked in minutes rather than daily. It goes to the top of the diff whatever its euro value, because a dead form invalidates every number under it.
Deltas name their window
Every movement states the baseline it is measured against — the previous 14 days, the same weekday, or the period since the last change. A number with no stated baseline is not a change, it is an impression.
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]