Audit checks / X-ALC-01
Platforms return very different money
A channel at half the CPA usually deserves more of the budget, though not all of it, since the next dollar converts worse than the average one. This flags the gap, and a person decides how far to act on it.
- Fires when
- Two platforms' CPA differs by more than 30% over 30 days, with at least 30 conversions on each.
- What to do
- A proposal to reallocate. Always needs approval, even under autopilot.
- How the impact is estimated
- opportunity = moving 10% of the dearer platform's spend at the cheaper one's CPA, less what it earns where it is. Average CPA stands in for marginal CPA, which needs response curves over longer history.
- Platform
- Google Ads, Meta
- Severity
- medium
- Looks back
- 30 days
- Default thresholds (a workspace can change them)
- gap: 0.3
- min_conversions: 30
- move_share: 0.1
- Stays silent below
- min_conversions on each platform
- two platforms with data
- Autopilot
- Never applied automatically.