How it works
The method, in the order it happens.
None of this is a secret worth keeping. The part that is hard to copy is doing it every night without missing one.
Before anything is spent
Measurement comes first
Before a single rupee is spent we agree what counts. For a film that is usually a trailer view of real length, a ticket page reached, or a booking started; for an app it is an activated user or a qualified lead, never an install.
That definition is wired into the attribution before the first campaign goes live, because attribution cannot be backfilled. A week of spend without it is a week whose results nobody will ever be able to reconstruct.
Naming
Everything is named the same way
Every campaign, ad set and asset carries a name that says which app, which angle, which hook, which format and which variant it is. It is not housekeeping: it is what makes it possible to say that an angle worked rather than that a campaign worked.
The engine
The six rules
Scale
An ad set beating its target on enough data gets more budget — once a night, by a bounded step.
Hold
Close to target, or not enough data yet, and nothing moves. Most nights this is the answer.
Kill
Well past target, or enough spent with nothing to show, and it stops.
Rotate
Frequency up and performance down is fatigue, not failure. A fresh variant goes in and the scale is suppressed that night.
Rebalance
Budget moves between ad sets inside a campaign toward whatever is converting.
Shift
Weekly, and only weekly: budget moves between channels. Daily channel-hopping is noise.
The brakes
What stops it
A daily ceiling per app
Enforced hourly in our system, not only in the ad account.
A kill switch
One action pauses everything on every channel, and records exactly what it paused so it can be put back.
A warm-up period
A new account is not scaled until it has spent enough days to be worth believing.
The limits
What we will not do
Copy a competitor's ad file
We record the angle and make our own version of it. A cloned creative is already fatigued in the auction, so besides everything else it does not work.
Report a number we cannot show the working for
If the attribution cannot support a claim, the report says so instead of making the claim.
Hold your ad budget
Spend goes from you to the platform. Our fee is separate and is on the rate card.
Take a release we cannot help
Below a certain budget the platforms never finish learning and the money teaches the auction instead of reaching anyone. We will say that before you spend it.