Goal
Decide which campaigns, creatives, cohorts, and offers should receive more spend, less spend, or deeper review.Required data
- Spend by channel, campaign, ad set, creative, country, and day
- Activation, trial, subscription, renewal, cancellation, and refund events
- Revenue and LTV assumptions
- Current guardrails and budget limits
Steps
1
Review payback by cohort
Compare CAC, ROAS, payback, and projected LTV across campaigns, creatives, countries, and offers.
2
Inspect recommended actions
Open the action queue and review proposed budget shifts, creative pauses, and scale-up recommendations.
3
Check guardrails
Confirm each recommendation stays inside spend caps, excluded campaigns, and approval rules.
4
Approve or reject
Approve low-risk actions, reject actions with weak evidence, and modify any action that needs a narrower rollout.
5
Record outcomes
Use the next review to compare expected impact with actual cohort performance.
Expected outputs
- Approved acquisition actions
- Rejected or deferred actions with reasons
- Cohorts requiring more observation
- Guardrail changes for the next cycle