DVNT. | Media Intelligence Platform

PMax Campaigns Not Split — Data Integrity Issue YouTube spend is currently classified as Google Search. Your channel allocation model is inaccurate until PMax campaigns are split. Misattribution Index may be understated by up to 12 points. Configure PMax Splitter →

TikTok Platform Inflation Detected TikTok Ads Manager is reporting 3.2× more conversions than GA4 for the same period. This is likely view-through attribution inflation. DVNT has applied a 0.6× deflation factor to TikTok conversions in all calculations. View in Misattribution →

Direct Traffic Up 28% — Possible Tracking Gap Direct sessions have increased 28% this month with no corresponding increase in paid spend. This may indicate a GA4 tracking break on a key landing page, or untagged campaign traffic being misclassified as direct. Check Log Files in Integrations →

Reddit Ads Data Is 3 Days Stale Reddit Ads last synced on 15 Jun. The Reddit allocation figures shown across this dashboard do not reflect current spend. Re-authenticate to restore live data. Re-authenticate in Integrations →

Total Ad Spend

£284.5k

+12.4% MoM

6 channels active

Blended ROAS

2.74x

+0.18x vs target

Target: 2.5x

Blended CPA

£38.20

+£2.10 MoM

Target: £35.00

Misattribution Index

Moderate risk

Lower is better (0–100)

Budget vs. Attention — Channel Allocation

Your budget share vs. OFCOM raw time-spent vs. DVNT intent-adjusted attention value

Budget Allocation — Current vs. Recommended

Toggle to compare your current spend against DVNT-recommended allocation

Inner = Current

Outer = Recommended

£284.5k

Current Spend

12-Week Performance Trend

Weekly spend (£k) and blended ROAS — rolling 12 weeks

Misattribution Signals

TikTok Under-Invested by 18pp

UK adults spend 35% of social media time on TikTok (OFCOM 2025), yet your allocation is just 10%. Even with a 0.8x intent discount, adjusted attention value is 28%. Budget gap: −18pp. Estimated ROAS uplift if corrected: +0.28x.

Google Search Over-Allocated by 15pp

Google Search commands 35% of your budget but only 5% of time-spent. The 4.0x intent multiplier is justified — but modelling suggests the optimal ceiling is 28–30%. Diminishing returns above this threshold.

Pinterest ROAS Outperforming at Low Budget

Pinterest delivers 3.5x ROAS on just 5% of budget. With a 2.5x intent multiplier and strong 25–45F demographic alignment, scaling to 8% could yield disproportionate returns.

Channel Performance

All Channels — Current Period

Channel	Budget %	Time Spent %	Intent Mult	Adj. Value %	ROAS	CPA	Status

Misattribution Index

Moderate — action recommended

Largest Over-Invest

+15pp

Google Search (35% budget vs 20% adj. value)

Largest Under-Invest

−18pp

TikTok (10% budget vs 28% adj. value)

Budget Gap vs. Adjusted Attention Value

Positive = over-invested, Negative = under-invested. Ideal = 0.

Ideal Allocation Scatter

Points on the diagonal line = perfectly allocated. Outliers = misattribution.

OFCOM Benchmark — Raw Time Spent vs. Your Budget

Before intent adjustment. Note: raw time-spent alone is not sufficient — see nuance factors below.

Nuance Factor Breakdown

Channel Nuance Factors — DVNT Calibration

Channel	Raw Time %	Intent Mult	Freq Factor	Funnel Stage	Adj. Value %	Your Budget %	Gap

Halo Attribution Engine

Direct & Branded Search re-attribution + OFCOM channel opportunities

Unattributed Direct Revenue

£41,200

Incremental pool above baseline

▲ 18% of total revenue hidden

Branded Search Halo Pool

£28,600

Branded PPC + Branded SEO revenue

▲ 12.5% of total revenue over-credited to Google

Total Recoverable Value

£69,800

Available for reattribution

▼ 30.5% of total revenue to redistribute

Blended True ROAS Uplift

+1.8x

vs. platform-reported ROAS

▲ TikTok tROAS: 4.2x vs. reported 1.9x

Direct Traffic Halo

Branded Search Attribution

True ROAS Table

Channel Opportunities

How the Direct Traffic Halo Model Works

Direct traffic is not a source — it is a navigational behaviour triggered by prior marketing exposure. A user sees a TikTok ad, doesn’t click, then types the URL three days later. GA4 credits Direct. DVNT credits TikTok. We establish a baseline direct volume (traffic when spend = £0, representing pure brand equity) and treat everything above that as the Incremental Halo Pool. This pool is redistributed to active channels using a Time-Decay Spend Share × OFCOM Attention Weight formula.

Direct Revenue Waterfall — Baseline vs. Incremental Pool

Halo Credit Distribution by Channel (TDSS Model)

Direct Halo Credit — Channel Level

Baseline: £18,400/mo | Incremental pool: £41,200

Channel	Spend Share	OFCOM Time %	TDSS Weight	Halo Credit £	Halo Credit %
Meta (FB+IG)	28%	14.2%	0.198	£8,158	19.8%
TikTok	10%	18.6%	0.186	£7,663	18.6%
CTV / YouTube	8%	22.1%	0.177	£7,289	17.7%
Pinterest	5%	4.8%	0.024	£989	2.4%
Reddit	4%	3.2%	0.013	£536	1.3%
Google Search	35%	2.1%	0.074	£3,049	7.4%
Unallocated Residual	—	—	—	£13,516	32.8%

Branded Search: Demand Harvesting, Not Demand Generation

When a user searches for your brand name, Google did not create that intent — your broader marketing did. The DVNT model applies an Intent Discount: Google retains 15% (friction reduction), and the remaining 85% is redistributed to the upper-funnel channels that generated the brand awareness. Brand search volume from Google Trends and PPC impression data is used as a leading indicator of upper-funnel effectiveness.

Brand Search Volume vs. Upper-Funnel Spend

Google Trends index (0–100) vs. weekly paid social + CTV spend — 26 weeks

Pearson r

0.74

Lag (weeks)

1.8

Significance

p<0.01

Branded Search Revenue — Claimed vs. Redistributed

Google retains 15% friction-reduction credit; 85% redistributed to demand generators

Google Retains

£4,290

Redistributed

£24,310

Intent Discount

85%

Identifying Branded Traffic — Data Sources

Method	Source	Confidence
Branded PPC impressions	Google Ads API — brand keyword campaigns	High
Branded organic clicks	Google Search Console — brand queries	High
Brand search volume trend	Google Trends API — brand term index	Medium
GA4 branded sessions	GA4 — source/medium containing brand term	High

Branded Search Redistribution — Channel Level

Channel	Redistribution %	Revenue Credited
Meta (FB+IG)	34%	£8,265
TikTok	26%	£6,321
CTV / YouTube	22%	£5,348
Pinterest	10%	£2,431
Reddit	8%	£1,945
Google (retained)	15% friction only	£4,290

True ROAS (tROAS) — Three-Layer Attribution

Platform ROAS is what each ad platform claims. GA4 ROAS is what your analytics reports. DVNT True ROAS adds Direct Halo Credit and Branded Search Redistribution back to each channel — this is the number that should drive budget decisions.

True ROAS vs. Reported ROAS — All Channels

True ROAS (tROAS) — Full Attribution Breakdown

Jan–Jun 2026 | Total spend: £284,500

Channel	Spend	Platform ROAS	GA4 ROAS	+ Direct Halo	+ Branded Halo	True ROAS	vs. GA4
Google Search	£99,575	6.8x	4.2x	+£3,049	−£20,020	2.9x	−1.3x
Meta (FB+IG)	£79,660	2.1x	1.4x	+£8,158	+£8,265	3.6x	+2.2x
TikTok	£28,450	1.9x	0.9x	+£7,663	+£6,321	4.2x	+3.3x
CTV / YouTube	£22,760	1.2x	0.6x	+£7,289	+£5,348	3.8x	+3.2x
Pinterest	£14,225	2.4x	1.8x	+£989	+£2,431	3.1x	+1.3x
Reddit	£11,380	1.6x	1.1x	+£536	+£1,945	2.8x	+1.7x

OFCOM + BARB Opportunity Channels — Where Your Audience Actually Is

The tROAS model tells you which current channels are under-credited. This section goes further: using OFCOM Online Nation 2025 and BARB Q1 2026 data, it identifies channels where your target audience spends significant time that you are not currently investing in.

Currently Active Channels — Scale Opportunity

TikTok

Scale — Under-invested vs. OFCOM share

OFCOM Time Share

18.6%

Your Budget Share

10%

True ROAS

4.2x

Gap

−8.6pp

Highest tROAS in the mix at 4.2x once halo credit is applied. OFCOM data shows 18–34s spend 38 mins/day on TikTok. Increasing to 18% budget share is projected to lift branded search volume by 12–15% within 6 weeks.

CTV / Streaming

Scale — Highest attention, lowest CPM

BARB Time Share

22.1%

Your Budget Share

True ROAS

3.8x

Gap

−14.1pp

BARB Q1 2026 shows streaming/BVOD now accounts for 22% of total video viewing time in the UK. CTV delivers the highest attention scores of any digital channel (OFCOM: 71% full-attention viewing) yet receives only 8% of budget.

Google Search

Reduce — Over-invested, demand harvesting only

OFCOM Time Share

2.1%

Your Budget Share

35%

True ROAS

2.9x

Gap

+32.9pp

Google Search is a demand harvesting channel. At 35% budget share vs. 2.1% OFCOM time share, it is the most over-invested channel. The tROAS of 2.9x (vs. platform-reported 6.8x) confirms significant over-attribution. Branded search budget can be reduced 40–60% without revenue impact.

New Channels — OFCOM/BARB Recommended Additions

Podcast Advertising

New — OFCOM: 28% of UK adults weekly

OFCOM Reach

28%

Your Budget Share

Avg. CPM

£12–18

Attention Quality

Very High

OFCOM reports 28% of UK adults listen to podcasts weekly. Podcast advertising delivers the highest brand recall scores of any audio format (72% aided recall vs. 45% for radio). Zero current investment represents a significant gap given audience overlap.

Streaming Audio / Spotify

New — OFCOM: 62% UK monthly reach

OFCOM Reach

62%

Your Budget Share

Avg. CPM

£6–12

Attention Quality

High

62% of UK adults use streaming audio monthly (OFCOM 2025). Spotify’s programmatic audio offers CPMs of £6–12 with strong demographic targeting. Sequential audio-to-display retargeting can bridge upper-funnel awareness to lower-funnel conversion.

What-If Budget Simulator

Drag the sliders to model different budget allocations. Projected ROAS, CPA, and Misattribution Index update in real time.

Total Allocation 100%

Projected Outcomes

Projected ROAS

2.74x

Projected CPA

£38.20

Misattribution Index

Python Export

 Python 3 — Budget Reallocation Script

            # DVNT Media Intelligence — Budget Reallocation Script
# Generated: Jun 18, 2026 | Client: Acme Corp

import pandas as pd
import numpy as np

# ── Channel Data ─────────────────────────────────────────────
channels = pd.DataFrame({
    'channel':      ['Google Search', 'Meta', 'TikTok', 'CTV/YouTube', 'Pinterest', 'Reddit'],
    'budget_pct':   [35, 30, 10, 15, 5, 5],
    'adj_value_pct':[20, 30, 28, 25, 12.5, 7.5],
    'roas':         [3.2, 2.8, 1.9, 2.1, 3.5, 2.5],
    'cpa':          [45.50, 38.20, 25.00, 55.00, 32.00, 40.00],
})

# ── Calculate Misattribution Gap ─────────────────────────────
channels['gap'] = channels['budget_pct'] - channels['adj_value_pct']
channels['status'] = channels['gap'].apply(
    lambda g: 'over' if g > 5 else ('under' if g < -5 else 'aligned')
)

# ── Recommended Reallocation ─────────────────────────────────
recommended = {
    'Google Search': 28, 'Meta': 30, 'TikTok': 22,
    'CTV/YouTube': 15, 'Pinterest': 8, 'Reddit': 5
}
channels['recommended_pct'] = channels['channel'].map(recommended)

total_budget = 284500
channels['current_spend']     = (channels['budget_pct'] / 100) * total_budget
channels['recommended_spend'] = (channels['recommended_pct'] / 100) * total_budget
channels['spend_delta']       = channels['recommended_spend'] - channels['current_spend']

print(channels[['channel','budget_pct','recommended_pct','spend_delta','status']])

          

Automation Scripts

Schedule Overview

Execution Schedule

Script	Frequency	Last Run	Next Run	Status	Action

Product Review Sentiment

Aggregated from Trustpilot, Google Reviews, Amazon — last 30 days

74% Positive

16% Neutral

10% Negative

Recent Reviews

Latest scraped reviews with AI sentiment classification

Competitor Ad Activity

Scraped from Meta Ad Library & Google Ads Transparency — this week

Trending Search Terms

Category-relevant keywords with velocity scores — Google Trends, Reddit, TikTok

Rights Expiry Alert: 2 assets expire within 30 days — Summer_Lifestyle_Hero.mp4 (talent licence, 14 days) and Brand_Music_Sting_v2.mp3 (music licence, 22 days). Pause or replace before expiry.

Variant Generator

Generate structured A/B/n test matrices from your existing creatives. Isolate one variable per test for statistically clean results.

Copy Variant Generator

Source Creative Original Headline / Copy Test Variable

Image Variant Planner

Source Asset Variant Dimensions to Test

Background colour Text overlay position Product angle Aspect ratio crop Lifestyle vs product With / without logo

Platform Spec Compliance Check

Meta Feed (1:1) Compliant

TikTok (9:16) Needs crop — safe zone check

Pinterest (2:3) Compliant

Google Display (300×250) File size exceeds 150KB limit

Creative Performance Leaderboard

Cross-channel creative ranking by DVNT Creative Score — a composite of CTR, CVR, ROAS, and Fatigue Index. Same asset tracked across all platforms via asset fingerprinting.

Active Creatives

Across 6 channels

Top Creative ROAS

4.8x

UGC_Review_Cut_01 — TikTok

Fatigued Assets

CTR declining ≥15% WoW

Avg Creative Score

62/100

↑ 4pts vs last month

Creative Score by Format

CTR Trend — Top 3 Creatives (12 weeks)

Full Creative Leaderboard — All Channels

Creative → Attribution Bridge

Connects creative performance to the Halo Attribution model. Identifies which creative types drive the most direct traffic and branded search — and credits them accordingly.

🎬

UGC Video

TikTok + Meta Reels

Halo Direct Credit£12,400

Branded Search Uplift+18% WoW

Lag to Search Peak4–6 days

True ROAS (incl. halo)5.2x

View in Halo Engine

🖼️

Lifestyle Static

Meta Feed + Pinterest

Halo Direct Credit£8,200

Branded Search Uplift+9% WoW

Lag to Search Peak7–10 days

True ROAS (incl. halo)4.1x

View in Halo Engine

📺

CTV / Pre-roll

YouTube + DV360

Halo Direct Credit£14,800

Branded Search Uplift+24% WoW

Lag to Search Peak3–5 days

True ROAS (incl. halo)4.7x

View in Halo Engine

🛍️

Product / Catalogue

Google Shopping + Meta DPA

Halo Direct Credit£3,100

Branded Search Uplift+3% WoW

Lag to Search Peak1–2 days

True ROAS (incl. halo)3.4x

View in Halo Engine

💬

Community / Reddit

Reddit Promoted Posts

Halo Direct Credit£1,800

Branded Search Uplift+6% WoW

Lag to Search Peak5–8 days

True ROAS (incl. halo)3.8x

View in Halo Engine

💡

DVNT Insight

Creative type recommendation

CTV pre-roll drives the highest branded search uplift (+24%) with the shortest lag (3–5 days). Combined with UGC video on TikTok, these two formats account for £27,200 of halo revenue — 39% of the total recoverable pool.

Recommendation: prioritise CTV and UGC video in the creative mix. Reduce reliance on static product ads for upper-funnel objectives.

See Budget Recommendations

Google

Meta

TikTok

CTV / YouTube

Google Search & PMax

OFCOM Intent Multiplier: 4.0× · Current Allocation: 35% · DVNT Recommended: 28–30%

3.2×

ROAS

+7%

Over-Allocated

£99.6k

Spend

Strategy

Tactical Actions

Tracking & Setup

Creative Specs

Account Blueprint GEM

DVNT Strategic Position

Google Search commands the highest intent multiplier (4.0×) in the DVNT framework because users arrive with a near-formed purchase decision. Short dwell time is a feature, not a flaw — the user has already done their research elsewhere. This means reducing Google budget purely on time-spent grounds is a strategic error.

However, the current 35% allocation exceeds the DVNT-modelled ceiling of 28–30%. Spend above this threshold enters diminishing returns territory — you are bidding against yourself on branded terms and over-indexing on bottom-funnel at the expense of mid-funnel channels that feed it.

Campaign Architecture

Brand Search: Always-on, exact/phrase match. Protect share of voice. Budget: 15–20% of Google total.
Non-Brand Search: Category + competitor terms. Smart Bidding (tCPA or tROAS). Budget: 40–50%.
Performance Max: Feed-driven, asset-rich. Requires strong conversion history (>50/month). Budget: 30–35%.
Display / Demand Gen: Retargeting only. Cap frequency at 3×/week. Budget: 5–10%.

Misattribution Risk

Google's last-click dominance in legacy attribution models inflates its apparent contribution. Switch to data-driven attribution (DDA) in Google Ads and cross-reference with GA4 path analysis. PMax in particular cannibalises branded search — monitor brand vs. non-brand split weekly. If brand search share exceeds 40% of Google spend, you are paying for traffic that would have arrived organically.

DVNT Recommendation

Reduce Google from 35% → 28% of total budget. Redirect the freed 7% (≈£19.9k/month) to TikTok (under-indexed at 10% vs. 18% attention share). Maintain or increase non-brand search investment; the reduction should come from PMax and Display, not from high-intent keyword campaigns.

Priority Tactical Actions

Audit PMax Asset Groups for Brand Cannibalisation

Run a Search Terms report filtered to PMax. If branded queries exceed 35% of PMax impressions, add brand terms as negative keywords at campaign level. This prevents PMax from claiming credit for organic brand searches.

High Priority

Switch All Campaigns to Data-Driven Attribution

Navigate to Conversion Actions → Attribution Model → Data-Driven. This redistributes credit across the full path and will typically reduce Google's apparent contribution by 12–18%, giving a more accurate picture of true channel value.

High Priority

Implement Target ROAS Bidding on Non-Brand Campaigns

Set tROAS at 10–15% above your current actual ROAS to give the algorithm room to optimise. Requires minimum 30 conversions in the last 30 days per campaign. Do not apply to campaigns in learning phase.

Medium Priority

Enable Enhanced Conversions for Web

Pass hashed first-party data (email, phone) via the Google tag or GTM. This recovers conversion signals lost to ITP/cookie restrictions and typically improves conversion modelling accuracy by 15–25%.

Medium Priority

Reduce Display Budget to Retargeting Only

Prospecting via Google Display Network consistently underperforms vs. paid social for awareness. Restrict GDN to retargeting audiences (site visitors, cart abandoners) with a 3×/week frequency cap. Redirect prospecting budget to TikTok or Meta.

Low Priority

Tracking Health Checklist

Google Tag (gtag.js) — Base tag firing on all pages

Verified

Purchase Conversion Action — Firing with transaction value

Active

Enhanced Conversions — Hashed first-party data not yet configured

Action Required

Data-Driven Attribution — Currently on Last Click

Update Required

Audience Lists — Remarketing lists populated (Site Visitors, Cart Abandoners)

Active

Google Ads API — Not connected for automated reporting

Not Set Up

Creative Specifications

RSA Headlines

15 max

30 chars each · Pin 1–2 only

RSA Descriptions

4 max

90 chars each

PMax Images

20 assets

1200×628 + 1200×1200

PMax Videos

5 min max

16:9 + 1:1 + 9:16

Display Banner

300×250

Also: 728×90, 160×600

Ad Strength

Excellent

Target: all RSAs at Excellent

Copy Framework — DVNT Search Principles

Headlines should lead with the user's intent, not the brand. Match the search query language exactly in at least 3 of your 15 headlines. Use price transparency where competitive ("From £X"). Include a social proof signal ("Trusted by 10,000+ customers"). Descriptions should expand on the headline promise and include a clear CTA. Avoid generic CTAs like "Learn More" — use action-specific language: "Shop the range", "Get your free quote", "Book your demo".

Account Blueprint & Automation — DVNT Google Ads Gem

Campaign Type Decision Matrix

The DVNT gem applies a structured decision framework before recommending any campaign type. Campaign type selection is driven by conversion data quality, feed completeness, creative asset availability, and commercial priority — not by Google's default suggestions.

Campaign Type	Use When	Avoid When
Brand Search	Always-on — protect share of voice, exact/phrase match	Never pause unless brand spend exceeds 20% of total Google budget with no incremental lift evidence
Non-Brand Search	Category + competitor terms. Smart Bidding (tCPA/tROAS) with ≥30 conversions/month	Insufficient conversion volume — use Max Conversions first to build data
Performance Max	Conversion tracking, assets, feed quality, and commercial grouping are strong enough to support automation	Brand cannibalisation risk, poor transparency, weak value data, or need for strict query/channel control
Demand Gen / YouTube	Clear creative/audience strategy beyond bottom-of-funnel search capture	User expects these to replace intent-led Search without appropriate measurement
Exclude / Review	Entity is non-commercial, unavailable, duplicate, policy-sensitive, or missing critical data	Client explicitly approves testing with a documented reason

Bid Strategy Decision Framework

Bid strategy selection is based on conversion data quality and value reliability — not campaign type alone. The gem enforces a prerequisite check before any Smart Bidding strategy is applied.

Data Situation	Recommended Starting Strategy
New account / limited conversion data	Manual CPC or Maximise Clicks with strict controls
Lead gen with validated conversion volume	Maximise Conversions → Target CPA once lead quality is confirmed
Ecommerce with reliable conversion value	Maximise Conversion Value → Target ROAS after value tracking is trustworthy
High-margin segmented products	Separate targets/budgets if volume and business priority justify control
Mixed-margin catalogue, no margin data	Avoid overconfident ROAS segmentation — request margin/custom-label fields first
Existing campaigns in learning-sensitive state	Phased bid changes + monitoring — do not wholesale switch strategies

Automation Roadmap — Semi-Automated OS First

The DVNT gem defaults to a semi-automated operating system before recommending full Google Ads API integration. Automation is decision support plus controlled execution — not a replacement for commercial judgement. Human approval is always required before publishing new campaigns, restructuring live accounts, or altering budgets materially.

Phase	Tooling	Human Gate
MVP	Intake forms, audit workbooks, Google Ads Editor CSV/upload sheets, QA checklists	Strategist reviews all rows before posting to live account
Operational	Bulk upload templates, decision matrices, monitoring routines, approval gates	Client approves budget/bidding changes; strategist approves structural changes
Scale	Google Ads API integration — only after account-building logic and QA process are proven	Dry-run mutation preview required before any live API execution

Google Ads Editor Upload Sheet — Standard Structure

When building or restructuring campaigns, the gem generates a Google Ads Editor-ready upload sheet as the primary build artefact. All rows default to Paused or Draft status until manually reviewed and approved in Google Ads Editor.

Sheet Tab	Contents	When Required
Campaigns	Campaign names, types, budgets, bid strategies, status, geo, language	Always
Ad Groups / Asset Groups	Ad group names, default bids, campaign assignment, status	Always
Keywords	Keyword text, match type, bid, status, final URL, QA notes	Search campaigns
Negative Keywords	Brand negatives for PMax, competitor exclusions, irrelevant query blocks	Always — especially PMax
RSAs / Assets	Headlines (15), descriptions (4), asset group assets, pinning instructions	Search + PMax
Audiences	Audience signals, remarketing lists, customer lists, observation/targeting notes	PMax + audience-led structures
QA Flags	Rows requiring human review — status: Pass / Warning / Blocker / Do Not Upload	Always — mandatory before posting

Import Workflow: Generate upload sheet → Review outside Google Ads → Import into Google Ads Editor → Resolve import errors → Second manual review inside Editor → Post approved changes to live account only. The sheet is never an automatic publishing mechanism.

QA Guardrails & Approval Gates

The gem enforces mandatory QA checks before any build file is delivered. These gates exist to prevent unsafe live-account automation and protect existing performance history.

TRACKING GATES

✓ Conversion actions verified firing
✓ Enhanced conversions configured
✓ Consent mode implemented
✓ Attribution model set to DDA
✓ GA4 cross-reference active

STRUCTURE GATES

✓ Naming conventions applied
✓ Brand negatives added to PMax
✓ URL quality checked (live, relevant)
✓ Bid strategy prerequisites met
✓ Budget assignments explicit

APPROVAL GATES

✓ Strategist reviews all rows
✓ Client approves budget changes
✓ Compliance check for restricted categories
✓ Rollback plan documented
✓ Post-launch monitoring set up

NEVER AUTOMATE WITHOUT APPROVAL

✗ Publishing new campaigns live
✗ Restructuring live accounts
✗ Changing conversion goals
✗ Altering budgets materially
✗ Pushing account-wide changes

Research Sources — DVNT Gem Framework

The gem balances three source categories rather than relying on Google's guidance alone. Official documentation covers product mechanics; independent PPC practitioners provide real-world trade-offs; analytics sources cover measurement and attribution.

Source Category	Use For	Examples
Official Google Ads docs	Product mechanics, API capabilities, Editor workflows, bulk upload limits, policy	Google Ads Help, API docs, Editor Help, Developer Blog
Independent PPC practitioners	Account structure trade-offs, bidding caveats, PMax critiques, real-world optimisation	Search Engine Land, PPC Hero, WordStream, Optmyzr, Define Digital Academy
Analytics & measurement	Conversion tracking, GA4, consent mode, attribution, first-party data, CRM import	Google Analytics docs, GTM docs, privacy/consent documentation

Meta — Facebook & Instagram

OFCOM Intent Multiplier: 1.2× · Current Allocation: 30% · DVNT Recommended: 28–32%

2.8×

ROAS

Aligned

Allocation

£85.4k

Spend

Strategy

Tactical Actions

Tracking & Setup

Creative Specs

DVNT Strategic Position

Meta's 30% allocation broadly aligns with its 25% OFCOM attention share (1.2× intent multiplier). The platform's primary strength is reach, frequency, and creative storytelling — not bottom-funnel conversion. The critical issue is that 68% of Meta spend is currently in conversion-objective campaigns, which underutilises Meta's true value as an awareness and consideration engine.

The DVNT recommendation is to rebalance to a 40% awareness / 60% conversion split, and to treat Meta as the primary channel for building the audience pools that Google Search then converts.

Funnel Architecture

Upper Funnel (40%): Broad audience, Advantage+ Audience, video views / reach objective. Build brand recognition and seed retargeting pools.
Mid Funnel (30%): Engaged audiences, website visitors 30-day, video viewers 75%. Traffic or engagement objective. Consideration-stage content.
Lower Funnel (30%): Cart abandoners, purchaser lookalikes, CRM uploads. Conversions objective, tCPA or ROAS bidding. Dynamic product ads.

Attribution Concern

Meta's default 7-day click / 1-day view attribution window inflates contribution significantly. Switch to 7-day click only for a more conservative and comparable measurement. Enable Meta Conversions API (CAPI) with event deduplication — this recovers 15–30% of signals lost to iOS 14.5+ restrictions and is the single highest-impact tracking action available on Meta.

2025 Platform Priority

Advantage+ Shopping Campaigns (ASC) are now the default recommendation for e-commerce. They consolidate prospecting and retargeting into a single AI-managed campaign. Test ASC against your manual campaign structure with a 30-day holdout. Advantage+ Audience (formerly Broad Targeting) consistently outperforms manual interest targeting in mature accounts with strong conversion history.

Priority Tactical Actions

Enable Conversions API (CAPI) with Event Deduplication

Implement server-side CAPI alongside the Meta Pixel. Use the event_id parameter to deduplicate browser and server events. This is the single most impactful action for Meta performance — expect 15–30% improvement in attributed conversions and lower CPAs within 2 weeks of implementation.

High Priority

Switch Attribution Window to 7-Day Click Only

In Ads Manager → Settings → Attribution Setting, change from 7-day click / 1-day view to 7-day click only. This gives a more accurate and comparable view of Meta's true contribution. Expect reported ROAS to drop 20–35% — this is not performance declining, it is measurement becoming more honest.

High Priority

Launch Advantage+ Shopping Campaign Test

Create an ASC with 20% of your current conversion budget. Run for 30 days alongside your existing manual campaigns. Compare CPA, ROAS, and incremental reach. Meta's internal data shows ASC outperforms manual campaigns by 12% on average for e-commerce accounts.

Medium Priority

Consolidate Ad Sets — Reduce Audience Fragmentation

If you have more than 5 active ad sets per campaign, consolidate. Fragmented ad sets split the learning budget and prevent any single ad set from exiting the learning phase. Target: 2–3 ad sets per campaign, each with a minimum £50/day budget.

Medium Priority

Implement Creative Refresh Cadence

Monitor frequency at the ad level. When frequency exceeds 3.5× for a 7-day window, creative fatigue is likely. Implement a 4-week creative refresh cycle. Maintain 3–5 active creatives per ad set to allow the algorithm to self-optimise toward the best performer.

Low Priority

Tracking Health Checklist

Meta Pixel — Base code firing on all pages

Active

Purchase Event — Firing with value and currency parameters

Verified

Conversions API (CAPI) — Server-side connection not established

Not Set Up

Attribution Window — Currently 7-day click / 1-day view (inflated)

Update Required

Custom Audiences — Website visitors, cart abandoners, purchasers active

Active

Event Match Quality — Score below 7.0 (target: 8+)

Improve Required

Creative Specifications

Feed Video

4:5 ratio

1080×1350px · Max 15s for best delivery

Stories / Reels

9:16 ratio

1080×1920px · Keep key content top 80%

Carousel

1:1 ratio

1080×1080px · 2–10 cards

Primary Text

125 chars

Before truncation on mobile

Headline

40 chars

Shown below image/video

Safe Zone

Top 14%

Keep text/logo out of bottom 20%

TikTok Ads

OFCOM Intent Multiplier: 0.8× · Current Allocation: 10% · DVNT Recommended: 18–22%

2.1×

ROAS

−8%

Under-Allocated

£28.5k

Spend

Strategy

Tactical Actions

KPI Optimiser

Creative Specs

DVNT Strategic Position

TikTok is the most significantly under-invested channel in this account. At 10% of budget against an 18% OFCOM attention share, the gap is the largest of any channel. The 0.8× intent multiplier reflects that TikTok users are in a passive discovery mode — they are not actively searching, but they are highly receptive to brand storytelling and product discovery.

TikTok's strength is upper-to-mid funnel: building brand awareness, seeding product discovery, and driving consideration that converts on other channels. Treating it as a direct-response channel is the most common strategic error.

Campaign Architecture (from DVNT TikTok Gem)

Awareness (40%): Video Views / Reach objective. TopView or Top Feed for maximum impact. Budget: £50/day minimum.
Consideration (35%): Traffic or Engagement objective. In-Feed Video, Spark Ads from creators. Target: 25–44 demo.
Conversion (25%): Website Conversions, tCPA bidding. Requires 50+ conversions/month for stable learning. Collection Ads for e-commerce.

Creative Framework (Hook Law)

The DVNT TikTok gem is unambiguous: the first 3 seconds determine everything. The hook must be established before the 3-second mark. After that:

0–3s: Hook — movement, question, or pattern interrupt. Zero script delay.
3–12s: Body — deliver core message rapidly. Show, don't tell.
Last 3s: CTA — single, clear action with visual prompt.

Optimal length: 9–15 seconds for conversion, 15–30s for awareness.

2025 Platform Features

Smart+ Catalog Ads — AI-automated for e-commerce. Optimises creative, audience, and bidding automatically. Test for product catalog accounts.

GMV Max — For TikTok Shop merchants. Maximises Gross Merchandise Value.

Spark Ads — Boost organic TikTok content. Highest-trust format. Prioritise creator content over brand-produced assets where possible.

Priority Tactical Actions

Scale Budget from 10% → 18% of Total

This is the single highest-impact budget reallocation in the account. Increase TikTok from £28.5k to £51.2k/month. Do not increase all at once — scale in 20% increments over 6 weeks to avoid disrupting the learning algorithm. Monitor CPM and frequency weekly.

High Priority

Implement TikTok Pixel + Events API (CAPI)

Install the TikTok Pixel via GTM and enable Advanced Matching (pass hashed email/phone). Then implement the Events API for server-side signal. This is critical for conversion campaigns — without CAPI, iOS 14.5+ signal loss will prevent the algorithm from exiting learning phase.

High Priority

Do Not Touch Campaigns in Learning Phase (Days 1–7)

TikTok's learning phase requires 50 conversions to stabilise. During days 1–7, monitor daily but make zero changes. After day 7, make one change at a time with 3–5 days between adjustments. Violating this is the most common cause of TikTok campaign underperformance.

High Priority

Test Spark Ads with Creator Content

Source 2–3 UGC creators in your category. Boost their organic posts as Spark Ads. This format consistently outperforms brand-produced content on TikTok by 30–40% on CTR. Budget: £500–£1,000/month per creator for initial test.

Medium Priority

Set Up Segment-Specific Creative Variants

Create separate ad sets for Gen Z (18–24) and Millennial (25–34) audiences with tailored creative. Gen Z: kinetic, trend-native, fast cuts. Millennial: relatable pain points, practical demonstrations. Do not run the same creative to both segments.

Medium Priority

KPI Optimiser — from DVNT TikTok Gem

Select your KPI and current performance status to get targeted actions

Optimisation Timeline (from DVNT TikTok Gem)

Days 1–7 (Learning Phase): Monitor daily. Make zero changes. Target 50 conversions to exit learning.
Days 8–14 (Initial Optimisation): Make one change every 3–5 days. Start with bid adjustments before audience changes.
Days 15–30 (Performance Tuning): Weekly adjustments. Introduce creative variants. Expand audiences if CPA is stable.
CTR < 0.5%: Review creative hook within 3 days — this is a creative problem, not a targeting problem.
Frequency > 5: Refresh creative or expand audience immediately.

Creative Specifications

In-Feed Video

9:16

1080×1920px · 9–15s optimal

Hook Deadline

3 seconds

Core message must land by 3s

File Size

500MB max

MP4 or MOV format

Collection Ad

9:16 + cards

Cover video + 3 product cards

Safe Zone

Bottom 20%

Keep key content above CTA overlay

Captions

Required

60% of TikTok watched on mute

Pinterest Ads

OFCOM Intent Multiplier: 2.5× · Current Allocation: 5% · DVNT Recommended: 8–10%

3.5×

ROAS

−3%

Under-Allocated

£14.2k

Spend

Strategy

Tactical Actions

Tracking & Setup

Creative Specs

DVNT Strategic Position

Pinterest delivers the highest ROAS in this account (3.5×) on just 5% of budget — a clear signal of under-investment. The 2.5× intent multiplier reflects Pinterest's unique position as a planning and discovery platform: users are actively curating future purchases, not passively scrolling. This makes Pinterest one of the most efficient bottom-of-funnel channels for product categories with visual appeal.

The DVNT recommendation is to scale to 8% immediately, with a path to 10% if ROAS holds above 3.0× at higher spend.

Campaign Architecture (from DVNT Pinterest Gem)

Performance+ Conversions (60%): AI-managed. Requires ≥50 events/week. Budget ≥5× target CPA. Best for e-commerce with strong conversion history.
Consideration / Traffic (25%): Keyword + interest targeting. Drives qualified traffic for categories with longer consideration cycles.
Awareness (15%): Broad reach, CPM bidding. Builds brand recognition in planning contexts.

Audience Strategy

Pinterest's strongest audience is 25–45F with household income >£40k — high purchase intent, high AOV. Keyword targeting on Pinterest is uniquely powerful because users actively search for inspiration in your category. Build keyword lists around product discovery terms ("living room ideas", "sustainable fashion") not just purchase terms. Actalike audiences (Pinterest's lookalike equivalent) perform well when seeded from purchaser lists.

Tracking Requirement

Pinterest Performance+ Conversions requires ≥50 conversion events per week to optimise effectively. If current weekly conversions are below this threshold, use Consideration objective until volume builds. Pinterest Base Tag must be verified and CAPI should be enabled for maximum signal recovery. Event deduplication is required when running both tag and CAPI simultaneously.

Priority Tactical Actions

Scale Budget from 5% → 8% Immediately

Pinterest is the highest ROAS channel in the account at 3.5×. Increase from £14.2k to £22.8k/month. The 2.5× intent multiplier and strong conversion history justify this as the second-highest priority reallocation after TikTok scaling. Monitor weekly conversion volume to ensure ≥50 events/week threshold is maintained.

High Priority

Verify Pinterest Base Tag and Enable CAPI

Confirm the Pinterest Tag is firing on all key pages (product views, add to cart, checkout, purchase). Then implement Pinterest CAPI via the Conversions API. This is essential for Performance+ Conversions to function correctly and for recovering signal lost to browser restrictions.

High Priority

Build Keyword-Rich Pin Descriptions

Pinterest functions as a visual search engine. Pin descriptions should include 2–3 relevant keywords naturally. Boards should be keyword-optimised. This improves both organic and paid distribution. Target: 100-character descriptions with primary keyword in first 50 characters.

Medium Priority

Test Performance+ Shopping with Product Feed

If you have a product catalogue, connect it to Pinterest and test Performance+ Shopping campaigns. These use AI to automatically match products to relevant search queries and user interests. Requires a verified product feed with accurate pricing and availability data.

Medium Priority

Tracking Health Checklist

Pinterest Base Tag — Installed and verified

Active

Purchase Event — Firing with order value

Verified

Conversions API (CAPI) — Not implemented

Not Set Up

Weekly Conversion Volume — Below 50 events/week threshold for Performance+

Below Threshold

Product Feed — Not connected to Pinterest

Not Connected

Creative Specifications

Standard Pin

2:3 ratio

1000×1500px · Vertical preferred

Video Pin

2:3 or 9:16

1080×1920px · 6–15s optimal

Carousel

1:1 ratio

1000×1000px · 2–5 cards

Title

100 chars

Include primary keyword

Description

500 chars

2–3 keywords, natural language

Brand Safe Zone

Top 75%

Avoid bottom 25% — UI overlap

Reddit Ads

OFCOM Intent Multiplier: 1.5× · Current Allocation: 2% · DVNT Recommended: 3–5%

1.9×

ROAS

−2%

Under-Allocated

£5.7k

Spend

Strategy

Tactical Actions

Targeting Framework

Tracking & Setup

DVNT Strategic Position

Reddit's 47% YoY growth (OFCOM 2024) makes it the fastest-growing platform in this account's channel mix. The 1.5× intent multiplier reflects Reddit's unique value: users are actively researching, comparing, and seeking peer validation for purchase decisions. This is especially powerful for considered purchases, B2B, tech, finance, health, and gaming categories.

Reddit ads work best when they feel native to the community — not like traditional display advertising. The tone must be authentic, informative, and community-aware.

Campaign Architecture (from DVNT Reddit Gem)

Awareness / Reach: Broad subreddit targeting, CPM bidding. KPI: Reach, CPM, Brand Lift.
Consideration: Interest + community targeting, CPC bidding. KPI: CTR, CPC, Engaged Sessions. Keyword environments show 29.6% CTR boost.
Conversion: Retargeting + keyword targeting. Requires verified Pixel/CAPI. KPI: CPA, ROAS.

Community Intelligence

Reddit's targeting is unique: you can target specific subreddits where your audience actively discusses your category. This is the most precise contextual targeting available on any platform. Research your top 10–15 relevant subreddits before campaign setup. Look for subreddits with >100k members and active daily discussion. Avoid overly niche subreddits (<10k members) — insufficient scale for paid targeting.

Creative Tone (Critical)

Reddit users are among the most ad-literate audiences online. Ads that feel like ads are punished with downvotes and negative comments. Effective Reddit creative:

Leads with value or information, not a hard sell
Uses Reddit-native language and references
Acknowledges the community context
Includes a specific, relevant CTA
Headline under 150 characters — problem-first or proof-led angles outperform direct value propositions

Priority Tactical Actions

Fix Reddit Pixel — Re-Authorise Connection

The Reddit Ads integration is currently showing an error status. Re-authenticate the connection immediately. Without a working pixel, conversion campaigns cannot function and retargeting audiences cannot be built. This is blocking all lower-funnel Reddit activity.

High Priority

Implement Full Event Ladder (not just Page Views)

The Reddit Pixel should fire on: Page View, View Content, Add to Cart, Lead/Signup, and Purchase. Currently only base code is verified. Implement the full event ladder via GTM. This unlocks conversion-objective campaigns and enables retargeting audiences based on funnel stage.

High Priority

Research and Map Top 10 Relevant Subreddits

Before scaling budget, identify the 10–15 subreddits where your target audience is most active. Use Reddit's own search and third-party tools (Redditlist, Subreddit Stats). Look for: >100k members, active daily posts, purchase-relevant discussion. This targeting list is the foundation of your Reddit strategy.

Medium Priority

Test Three Headline Angles Simultaneously

Per the DVNT Reddit gem: run three headline variants in parallel — (1) Direct Value Proposition, (2) Problem-First/Subreddit-Native Hook, (3) Proof-Led/Price-Transparent. Each under 150 characters. Run for 14 days minimum before declaring a winner. The problem-first angle typically wins on Reddit.

Medium Priority

Targeting Framework (from DVNT Reddit Gem)

Interest Targeting Vectors

Broad persona buckets and hobby demographics. Use for prospecting campaigns. Reddit's interest categories are less granular than Meta — supplement with community targeting for precision. Recommended interests for most categories: Technology, Finance, Shopping, Lifestyle, Entertainment.

Community Subreddit Seeding

Target specific subreddits where deep subject engagement happens. This is Reddit's unique advantage — no other platform offers this level of contextual precision. Avoid mixing too many subreddits in one ad set — keep thematically related communities together for clean performance data.

Conversational Keywords

Target contextual phrases and consumer inquiries frequently observed in discussion threads. Reddit keyword environments show a 29.6% CTR boost vs. isolated context setups. Focus on research-stage queries: "best [product category]", "[product] review", "[competitor] alternative".

Brand Safety & Exclusions

Reddit requires explicit brand safety management. Exclude: NSFW subreddits (enabled by default — must be manually excluded), controversial political communities, and any subreddits where your brand would be contextually inappropriate. Build an exclusion list before campaign launch and review monthly.

Tracking Health Checklist

Reddit Ads Connection — Authentication error, requires re-authorisation

Auth Error

Reddit Pixel — Base code only, no event ladder

Partial

Conversions API (CAPI) — Not implemented

Not Set Up

Purchase Event — Not firing (requires full event ladder)

Not Active

Retargeting Audiences — Cannot build without pixel events

Blocked

CTV / YouTube

OFCOM Intent Multiplier: 1.0× · Current Allocation: 8% · DVNT Recommended: 8–10%

2.4×

ROAS

Aligned

Allocation

£22.8k

Spend

Strategy

Tactical Actions

Creative Specs

DVNT Strategic Position

CTV and YouTube occupy a unique position in the channel mix: they are the only channels where lean-back, full-screen, high-attention video consumption is the default mode. BARB data confirms that UK adults spend an average of 3h 12m/day watching video content across CTV and YouTube combined — second only to linear TV.

The 1.0× intent multiplier reflects a neutral position: CTV is not a high-intent channel, but it is a high-attention channel. Its primary value is brand building, product demonstration, and retargeting at scale.

Campaign Architecture

YouTube Skippable In-Stream (50%): 15–30s. Brand storytelling, product demos. CPV or tCPM bidding. Target: broad audiences + in-market segments.
YouTube Non-Skippable (20%): 15s max. High-impact brand moments. tCPM bidding. Use sparingly — high frequency can cause brand fatigue.
CTV Programmatic (30%): Via DV360 or third-party DSP. Full-screen, unskippable. Premium inventory. Use for brand awareness and retargeting high-value audiences.

Measurement Challenge

CTV is the hardest channel to attribute in this mix. Do not judge CTV on last-click ROAS — it will always appear to underperform. Use brand lift studies (Google Brand Lift for YouTube), view-through conversion windows (7-day max), and incrementality testing to measure true contribution. BARB panel data can validate reach against linear TV for a unified video view.

DVNT Recommendation

Maintain current 8% allocation. The priority is improving measurement quality — switch from CSV upload to YouTube API connection for real-time data. Implement Google Brand Lift study on the next major campaign. Test YouTube Demand Gen campaigns (formerly Video Action) as a bridge between awareness and conversion objectives.

Priority Tactical Actions

Connect YouTube API (Replace CSV Upload)

CTV/YouTube is currently on CSV upload — the only channel in the account not on API sync. Connect via Google Ads API to enable real-time data flow into the misattribution engine. This will also unlock automated reporting and budget pacing alerts.

High Priority

Run Google Brand Lift Study on Next Campaign

Brand Lift studies measure the actual impact of YouTube ads on brand awareness, consideration, and purchase intent via surveys. Minimum budget: £50k/campaign. This is the only way to accurately measure CTV's contribution to upper-funnel metrics. Results feed directly into the DVNT intent multiplier calibration.

Medium Priority

Test YouTube Demand Gen Campaigns

Demand Gen (formerly Video Action Campaigns) combines YouTube In-Feed, In-Stream, and Shorts into a single AI-managed campaign. It bridges the gap between awareness and conversion objectives. Test with 15% of YouTube budget for 30 days. Requires strong creative assets in multiple formats.

Medium Priority

Implement Frequency Caps on Non-Skippable

Non-skippable ads without frequency caps are the fastest route to brand fatigue on CTV. Set a maximum of 3 impressions per user per week for non-skippable formats. For skippable, 5 per week is acceptable. Monitor brand sentiment in the Scraped Intelligence tab for early warning signals.

Low Priority

Creative Specifications

Skippable In-Stream

15–30s

Hook in first 5s (before skip)

Non-Skippable

15s max

1920×1080px · MP4

YouTube Shorts

9:16 · 60s max

1080×1920px · Vertical only

CTV Programmatic

16:9 · 15–30s

1920×1080px · MP4/MOV

Companion Banner

300×60px

Shown alongside in-stream ads

Captions

Required

40% of YouTube watched on mute

Connection Health

Google Ads

Synced 10:45 today

Meta Ads

Synced 10:42 today

TikTok Ads

Synced 10:40 today

Pinterest Ads

Synced 10:38 today

CTV / YouTube

CSV — 17 Jun 09:00

Reddit Ads

Auth error — re-auth needed

GA4

Primary source · live

Log Files

Not configured

How your data flows into the misattribution engine

Tier 1 — Ad Platforms

Google

Recent Sync Activity

Source	Tier	Auth Method	Last Sync	Records	Status	Action

Platform Settings

Data Sources

Configure which OFCOM and BARB datasets are used for benchmarking. Currently using OFCOM Online Nation 2025 and BARB Q1 2026 viewing data.

Intent Multipliers

Adjust the nuance factors applied per channel. Default values are based on industry benchmarks and OFCOM intent research. Customise per client vertical.

Alert Thresholds

Set the misattribution gap % that triggers a critical alert. Default: 10% gap = warning, 20% gap = critical.

Weekly Report Email

Automatically send a PDF summary of misattribution scores and recommendations to stakeholders every Monday at 08:00 GMT.

Client Management

Manage multiple client workspaces. Each client has isolated data, separate channel connections, and independent intent multiplier settings.

API Keys & Auth

Manage OAuth2 tokens and API keys for all connected platforms. Tokens are encrypted at rest and rotated automatically every 90 days.