Tag: limit
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5 cosas que le pasaron a tu campaña esta semana que no aparecieron en el informe
el CPM de tu campaña contaba una historia diferente a las 3am Tu CPM subió un 28% en dos exchanges entre medianoche y las 6am. La plataforma reportó el CPM medio del día. La media parecía correcta. No lo estaba. Una parte significativa de tu presupuesto nocturno corrió a un precio que un sistema en tiempo real habría redirigido. La media absorbió el problema y lo hizo invisible. Esto no es un fallo de reporting. Es estructural. Las medias diarias están diseñadas para resumir, no para señalar. Cuando la señal importa más, en las horas en que ningún humano está…
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Report gaps: 5 things your campaign hid this week
At 3am, the report and your CPM disagreed Your CPM spiked 28% on two exchanges between midnight and 6am. The platform reported average CPM for the day. Average looked fine. It wasn’t fine. A significant portion of your overnight budget ran at a price that a real-time system would have redirected. The average absorbed the problem and made it invisible. This isn’t a reporting failure. It’s a structural issue. Daily averages are designed to summarise, not to signal. When the signal matters most, in the hours when no one is watching, the summary is all that remains. You paid for…
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Agency KPIs: built to protect them, not you
How agencies design their KPIs No one sat down and decided to design a KPIs framework that would obscure performance. That’s not how these things happen. Agency KPIs emerged the way most professional standards do: organically, over time, shaped by what was possible to measure, what was possible to influence, and what was possible to demonstrate to a client in a quarterly review. The result is a framework that centers variables where human expertise shows and attributes clearly. Reach. Frequency. CPM efficiency. Campaign setup quality. Reporting turnaround. Strategic recommendations delivered. These are real inputs. They reflect genuine work. The problem…