Daily checks

With one campaign per country, the daily account review stays manageable.

Audience mix

Start with the split between engaged users and new audiences. We track the ratio internally because the account still needs new people entering the funnel.

Then check placement spend and the split between experiments and winners. I aim to keep roughly 20–25% of spend on experiments and about 75% on winners. More experiment spend can be fine when there are enough good ideas to test.

Business health

Track total spend, ROAS, and profit. Profit gets special attention because we are bootstrapped.

Cheap traffic

Watch experiments with unusually low CPCs or CPMs. If the hook rate and hold rate look strong but the downstream metrics are weak, the ad may be attracting people who will not convert.

When a number looks too good to be true, check what happens after the click before allowing the ad to keep spending.