Move budget to what works.
Budget sits in campaigns that stopped working two weeks ago while your winners are capped. Decifer measures pacing and efficiency on your terms, your cost target, not the platform’s ROAS, and shows you the reallocation that lowers blended cost.
Measure on your terms, not the platform's.
Each ad platform grades its own homework and is incentivised to claim every conversion it can plausibly touch. So the useful question isn’t whose number to believe, it’s whether spend is landing against your cost target and your plan.
You don’t need another dashboard agreeing with the platform. You need cost-per-result judged on your own terms, pacing kept honest, and the stale allocation, winners capped while laggards run free, caught before the flight ends.
What we won't do
- Repeat platform-reported ROAS as if it were the truth.
- Promise a return from reallocation, we measure it in the flight.
- Leave a campaign that stopped working quietly running.
What the module measures.
Three views of paid media that don't take the platform's word for it.
Pacing
Where the budget is actually going
Whether spend is on track to land where it performs, or drifting into underperformers and front- or back-loading the flight. Budget left running on a campaign that stopped working two weeks ago is the quietest waste there is.
What we measure
Spend trajectory against plan, and where it is pacing into weak campaigns.
Efficiency vs your target
Cost per result, on your terms
Cost per acquisition measured against the target you set, by campaign and segment, computed from spend and outcomes, not graded by the platform that sold you the click.
What we measure
Which campaigns clear your cost target and which are running past it.
Reallocation
Move budget to what works
The point isn't only to measure, it's to move budget off the campaigns past your target and onto the winners that are budget-capped. That shift is what actually lowers your blended cost.
What we measure
Which laggards to cap and which capped winners to feed.
How it works, step by step.
The reallocation a sharp media buyer does, measured against your own cost target, not the platform's.
Read spend and results
Spend, impressions, clicks and reported results from your ad platforms, read-only, alongside the revenue in your store.
Measure efficiency against your target
Cost per result is judged against the target you set, broken down by campaign and segment, your standard, not the platform's.
Track pacing
We follow where the budget is actually going versus where it performs, surfacing capped winners and overspending laggards before the flight ends.
Find the waste and the capped winners
Campaigns overspending past your target and winners held back by their budget cap are surfaced side by side, so the reallocation is obvious.
Issue the decision
What to cut, where to move budget and what to cap, and the blended cost is measured in the flight as you act, not promised up front.
One decision, reasoned end to end.
A measured signal, what changed, and the move. The numbers below are illustrative.
A third of spend is pacing into campaigns under target.
Signal
34%of this month’s spend sits in campaigns whose cost per acquisition is 40%+ above your target, and they are pacing to overspend the flight. Meanwhile two campaigns at target are budget-capped, with 11 days left.
What changed
The allocation has gone stale: winners are capped while laggards run free, so spend is drifting toward the worse outcome each day the flight continues. It is all visible in your own spend and cost numbers, no platform ROAS required to see it.
The move
- Shift budget from the over-target campaigns to the capped winners.
- Cap or pause the laggards before they finish overspending the flight.
- Re-check the new allocation as the flight runs, the blended cost should fall.
Reallocation should lower blended cost per acquisition within the flight, and you will see it in the numbers as it happens, not as a promise made up front.
What the module reads.
Meta Ads connects today; the Google, TikTok and LinkedIn ad connectors are built and pending each platform's approval. Every figure is computed, never invented.
Incrementality is live: instead of trusting reported ROAS, Decifer shows measured lift against the platform’s attributed numbers, so you can see how much of the credit is real. The rigorous proof, a geo-holdout where you pause spend and we measure the gap with difference-in-differences, runs over a test window, reports a confidence interval, and says “inconclusive” honestly when underpowered.
See where your budget is really going.
Connect your sources, and the stale allocation, winners capped, laggards overspending, appears the same day.