Affiliate Marketing for Ecommerce: Paid Growth Action Plan
Affiliate marketing for ecommerce is a partner operating model. A store defines eligible products, commercial terms, attribution rules, disclosure expectations and validation procedures; approved partners then introduce buyers through trackable routes. The programme works only when merchandising, finance, compliance, analytics and partner communication share the same written rules.
Set the commercial perimeter
Start with contribution after product cost, fulfilment, payment, expected returns and programme overhead. That perimeter informs which products and customer states can support a partner payment. Avoid publishing a headline commission before the store knows whether the underlying order remains economically valid after cancellation or refund.
Define eligible orders in plain language. State how taxes, shipping, gift cards, discounts, subscriptions, repeat customers and partial returns are treated. The purpose is not to create complexity; it is to prevent a partner and finance reviewer from applying different interpretations to the same transaction.
Choose partners by merchandising fit
Recruit partners whose audience context can explain the relevant product honestly. A large audience does not repair a mismatch between the publisher's subject and the store's offer. Review sample content, traffic sources, promotional methods and any sub-partner arrangement before approval.
Record permitted and prohibited promotion methods in the agreement. Address paid search, domain use, coupon presentation, email, incentives, software, social content and brand bidding where relevant. The list should reflect the store's actual risk and channel mix rather than a generic policy copied from another programme.
Connect Affiliate Marketing for Ecommerce to a controlled audience test
Use the choices established in “Choose partners by merchandising fit” to define one audience, budget and source set in FroggyAds. Keep the surrounding offer and measurement rule stable so the test adds evidence to affiliate marketing for ecommerce instead of mixing several changes at once.
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Create a product communication rhythm
Partners need accurate information about availability, approved claims, launches, retirement dates and material offer conditions. Provide a dated product brief and identify the record that overrides older campaign material. When stock or terms change, specify which links or assets must stop and by when.
Do not ask partners to improvise proof. Supply images, product facts and demonstrations that the store can substantiate, then preserve the distinction between approved facts and a partner's independent opinion. A useful brief makes accurate explanation easier without scripting a testimonial.
Make disclosure operational
The FTC endorsements resources address endorsements, influencers and reviews in the United States, including material connections. A programme should translate applicable obligations into partner instructions, monitoring and correction steps. It should not assume that a footer statement makes every presentation clear.
Disclosure assessment depends on the actual placement, wording and relationship. Record the market, content format and evidence reviewed. Seek qualified advice where needed. The programme operator can maintain a clear process without presenting a general web guide as legal advice for every partner or jurisdiction.
Define attribution before recruitment
Write the qualifying action, referral identifier, attribution window, channel exclusions, duplicate handling and exception process before transactions accumulate. Explain how direct, paid, email or other store channels interact with partner credit. Silent rule changes damage both reporting and relationships.
Attribution is an agreed allocation method, not a complete causal explanation. Preserve the observed route and the programme rule separately. When finance confirms revenue later, keep the original referral evidence so validation can be reconstructed instead of replacing the event with an unexplained final total.
Choose a paid-media format that supports Affiliate Marketing for Ecommerce
Use the criteria around “Define attribution before recruitment” to decide whether push, native, display or pop fits the message and destination. Set format, targeting and spend as campaign controls in FroggyAds while the affiliate marketing for ecommerce decision remains the standard for judging the result.
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Validate orders in states
Use distinct states such as received, pending review, approved, reversed and paid. Attach a reason to every reversal and restrict access to sensitive customer information. A partner needs enough detail to understand a decision without receiving data the store should not disclose.
Set a review timetable that reflects fulfilment and return processes. Payment should follow the published validation logic. If an exception is necessary, record the authority and communication. Predictable operations often matter more to a partner than an optimistic headline rate with unclear approval.
Monitor promotion without erasing context
Review representative placements, claim accuracy, disclosure visibility, offer status, traffic anomalies and customer complaints. Store the URL, date and observed issue. A screenshot or archived note helps distinguish a resolved placement from a continuing pattern.
Correction should be proportional and documented: clarify the rule, request an edit, pause a campaign or end the relationship according to the agreement and risk. Avoid using a single unexplained metric as proof of misconduct. Investigate sources and transaction patterns before assigning a cause.
Turn Affiliate Marketing for Ecommerce into a bounded campaign test
With “Monitor promotion without erasing context” documented, launch only the next reversible test. Set a spending limit, preserve the baseline and use source-level and audience controls so the next step depends on qualified outcomes for affiliate marketing for ecommerce, not activity volume.
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Run the programme as a portfolio
Compare partners by role, audience, product mix, approved revenue, reversal pattern and operational effort. Do not reward only gross order volume. A smaller specialist publisher may contribute useful buyers or product education that a broad coupon source does not.
Portfolio decisions should preserve concentration risk. Identify dependence on one partner, one promotional method or one product family. Develop recruitment, content and merchandising actions that diversify useful contribution without lowering approval standards.
Decision records
- The programme terms define an eligible order before a tracking link is distributed to any partner.
- Product margin and expected reversal exposure are checked before a commission is attached to the item.
- Partner approval records audience context, promotion methods, sub-partner use and sample content evidence.
- Every product brief has an effective date and a retirement path for outdated assets or claims.
- Disclosure monitoring records the actual placement instead of relying on a partner's general assurance.
- Referral evidence and attribution rules remain distinct so later validation can be reconstructed.
- Order states include an explicit reason when a transaction is reversed or held for review.
- Partner communication explains material programme changes before they affect new qualifying activity.
- Coupon and paid-search rules address the store's real channel conflicts rather than inherited boilerplate.
- Monitoring samples claims, offer accuracy, traffic sources and customer signals through a dated record.
- Portfolio reporting includes approved value, reversals, product mix and operating effort beside order volume.
- Termination closes links, permissions, pending validations and evidence retention through a defined checklist.
Sources and preserved resources
The following links preserve the page's established navigation and provide dated owner or primary-source references for the factual boundaries used in this guide. A source describes its own rules or vocabulary; it does not guarantee campaign results. For Affiliate Marketing For Ecommerce, apply this rule to the page-specific audience, market, format or buying decision described here.
- Affiliate reference 01 affiliate-marketing-guide
- Affiliate reference 02 affiliate-marketing-for-startups
- Affiliate reference 03 affiliate-marketing-for-beginners
- Affiliate reference 04 ftc.gov
- Affiliate reference 05 editorial-policy,
- Affiliate reference 06 ftc.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the store objective and maturity brief it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 07 ftc.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the merchandise and contribution worksheet it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 08 sba.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the inventory and fulfillment truth table it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 09 support.google.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the customer and occasion evidence card it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 10 support.google.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the commerce intent architecture it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 11 developers.google.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the product data quality ledger it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 12 ftc.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the product-page evidence checklist it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 13 ftc.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the offer economics and eligibility sheet it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 14 w3.org, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the commerce creative and message matrix it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 15 support.google.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the channel role and exclusion memo it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 16 business.linkedin.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the destination and continuity map it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 17 ads.tiktok.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the ecommerce event and attribution contract it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 18 ftc.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the order-to-net-revenue reconciliation it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 19 ftc.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the commerce economics threshold model it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 20 sba.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the customer status and cohort rules it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 21 support.google.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the bounded ecommerce experiment brief it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 22 support.google.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the mobile checkout and accessibility audit it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 23 developers.google.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the browse and cart recovery workflow it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 24 ftc.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the post-purchase and retention journey it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 25 ftc.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the market localization and eligibility register it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 26 w3.org, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the partner and marketplace governance ledger it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 27 support.google.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the commerce compliance and disclosure checklist it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 28 business.linkedin.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the incrementality and holdout plan it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 29 ads.tiktok.com, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the source and customer quality review it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 30 ftc.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the 30-day ecommerce foundation plan it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 31 ftc.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the 60-day optimization plan it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Affiliate reference 32 sba.gov, confirm its current scope, eligibility, definitions and jurisdiction, and record which part of the 90-day ecommerce scale decision it supports. Documentation describes available capabilities or obligations; it does not guarantee that Affiliate Marketing will produce a profitable ecommerce result.
- Start affiliate account 33
- Affiliate reference 34 self-serve-dsp
- Affiliate reference 35 affiliate-marketing-guide
- Affiliate reference 36 affiliate-marketing-for-startups
- Affiliate reference 37 affiliate-marketing-for-small-business
- Affiliate reference 38 affiliate-marketing-for-beginners
- Affiliate reference 39 affiliate-marketing-trends
- Affiliate reference 40 affiliate-marketing-tips
- Affiliate reference 41 learning-center
- Affiliate reference 42 ecommerce-marketing-guide
- Affiliate reference 43 ftc.gov
- Affiliate reference 44 ftc.gov
- Affiliate reference 45 sba.gov
- Affiliate reference 46 support.google.com
- Affiliate reference 47 support.google.com
- Affiliate reference 48 developers.google.com
- Affiliate reference 49 ftc.gov
- Affiliate reference 50 ftc.gov
- Affiliate reference 51 w3.org
- Affiliate reference 52 support.google.com
- Affiliate reference 53 business.linkedin.com
- Affiliate reference 54 ads.tiktok.com
- Start affiliate account 55
- Affiliate reference 56 affiliate-marketing-guide
- FTC endorsements, influencers and reviews resources
- FTC advertising and marketing basics
Subject scope
Ecommerce affiliate operations coordinate product economics, partner terms, attribution, order validation, disclosures and portfolio review.
FTC endorsement guidance addresses endorsements, influencers, reviews and material connections in United States advertising.
Affiliate order validation moves referred transactions through documented pending, approved, reversed and paid states.
Questions and answers
Which attribution window best fits an ecommerce affiliate programme?
The window should reflect the normal consideration period for the products and the evidence the store can reconcile. The programme should document which click receives credit, how repeat visits are treated and which channels may override the referral, then apply the rule consistently rather than changing it around individual orders.
How should coupon and deal affiliates be handled in ecommerce reporting?
Reporting should separate genuine discovery from partners that appear only after the customer is ready to check out. Placement rules, code ownership, new-customer views and incrementality tests can support payment based on the partner's actual commercial role rather than the last recorded touch alone.
What product information helps ecommerce affiliates create useful content?
Give partners accurate benefits, limitations, variants, pricing context, approved assets, availability rules and a clear description of the intended customer. Update the material when products or terms change, and make it easy for the affiliate to link to the most relevant live product page.
When should an ecommerce affiliate programme use different commission tiers?
Different rates can make sense when product margins, customer type, partner contribution or order quality vary in a measurable way. The programme should define the qualification and review period before launch, keep the calculation auditable and avoid a tier system that rewards low-value volume while weakening profitable sales.
Should ecommerce affiliates be allowed to bid on the store's brand terms?
Restrict brand bidding when an affiliate mainly intercepts shoppers already searching for the store; allow a controlled test only when the partner can show incremental discovery or sales. Put protected terms, permitted wording, domains, exceptions and monitoring rules in the partner agreement.
Which tracking approach connects ecommerce affiliate sales across web and app?
A documented identity and attribution approach can respect consent while connecting eligible referral events with the final order. Testing should cover deep links, app installation paths and account sign-ins, followed by reconciliation with the order system so broken handoffs do not create false losses or duplicate credit.
When should affiliate commission be approved if ecommerce returns arrive later?
Approve commission after the store can reasonably distinguish completed, cancelled, refunded and fraudulent orders under its stated terms. Tell partners the validation schedule and reversal reasons in advance, then provide order-level status information without exposing customer data that they do not need.
What changes when ecommerce affiliates promote products across countries?
Availability, shipping, taxes, currency, language, consumer rules and disclosure requirements may differ by market. Route visitors to a serviceable local experience, give partners market-specific terms and assets, and do not let a global link imply that every product or promotion applies everywhere.
Which evidence shows whether ecommerce affiliates create incremental sales?
The analysis should compare customer and order patterns across controlled periods or audiences, examine new-customer contribution and determine whether the partner appears before genuine discovery or only near checkout. Several signals are needed because last-click attribution alone cannot show what would have happened without the affiliate.
Which controls keep a growing ecommerce affiliate programme manageable?
Maintain an approved partner register, signed terms, placement visibility, product and claims guidance, routine order validation and a documented escalation path. Give one owner responsibility for changes and exceptions, while retaining evidence so payments, warnings and closures can be explained fairly.
Affiliate Marketing for Ecommerce: Paid Growth Action Plan: a practical advertiser decision matrix
| Decision | What to verify | FroggyAds action |
|---|---|---|
| Accepted event | Define the qualified lead, order, install, booking, registration or other business event that fits Affiliate Marketing for Ecommerce: Paid Growth Action Plan. | Track the same accepted event across media and backend data. |
| Eligibility | Use the page-specific prerequisites around On this page. | Verify offer and market eligibility before buying volume. |
| Funnel | Keep creative and destination continuity through the step described under Set the commercial perimeter. | Separate landing activity from downstream acceptance. |
| Quality | Review source-level differences instead of a blended average. | Optimize toward the event closest to real business value. |
| Scale | Use the decision logic around Choose partners by merchandising fit before expanding. | Increase one major variable at a time. |
Affiliate Marketing for Ecommerce: Paid Growth Action Plan: what should the advertiser decide next?
For Affiliate Marketing for Ecommerce: Paid Growth Action Plan, define the accepted business event before buying scale. A practical outcome can be a accepted order or another explicitly accepted event that matches the advertiser's model. Use On this page and Set the commercial perimeter together with product margin, checkout completion and refund or rejection handling so front-end activity does not hide weak downstream value.
On this Affiliate Marketing for Ecommerce: Paid Growth Action Plan page, the decision should remain tied to the existing evidence around On this page, Set the commercial perimeter and Choose partners by merchandising fit. Those sections give affiliate marketing for ecommerce its specific context; the table below turns that context into campaign actions rather than adding another generic definition.
| Decision | What to verify | FroggyAds action |
|---|---|---|
| Affiliate Marketing for Ecommerce: Paid Growth Action Plan objective | Use On this page to define the accepted business event and the maximum learning loss for affiliate marketing for ecommerce. | Launch one FroggyAds campaign objective for Affiliate Marketing for Ecommerce: Paid Growth Action Plan and keep the conversion definition stable. |
| Affiliate Marketing for Ecommerce: Paid Growth Action Plan audience | Use Set the commercial perimeter to verify market, device, language and offer eligibility for affiliate marketing for ecommerce. | Apply only the FroggyAds targeting controls that change the real Affiliate Marketing for Ecommerce: Paid Growth Action Plan customer journey. |
| Affiliate Marketing for Ecommerce: Paid Growth Action Plan source evidence | Use Choose partners by merchandising fit to keep source-level differences visible instead of relying on one blended affiliate marketing for ecommerce average. | Keep, cap, exclude or retest Affiliate Marketing for Ecommerce: Paid Growth Action Plan inventory from documented source evidence. |
| Affiliate Marketing for Ecommerce: Paid Growth Action Plan economics | Use Connect Affiliate Marketing for Ecommerce to a controlled audience test to connect media spend with accepted conversions and downstream value for affiliate marketing for ecommerce. | Protect the Affiliate Marketing for Ecommerce: Paid Growth Action Plan test with a written budget boundary and a consistent attribution window. |
| Affiliate Marketing for Ecommerce: Paid Growth Action Plan scale rule | Use Create a product communication rhythm to define the exact evidence that earns the next budget increase for affiliate marketing for ecommerce. | Scale Affiliate Marketing for Ecommerce: Paid Growth Action Plan one major control at a time and compare marginal performance with the prior baseline. |
A page-specific FroggyAds test sequence for Affiliate Marketing for Ecommerce: Paid Growth Action Plan
- Affiliate Marketing for Ecommerce: Paid Growth Action Plan outcome: define the accepted event for affiliate marketing for ecommerce and the maximum loss permitted while the first test is learning.
- Affiliate Marketing for Ecommerce: Paid Growth Action Plan path: verify market eligibility, device experience, landing-page continuity and tracking against On this page before buying more traffic.
- Affiliate Marketing for Ecommerce: Paid Growth Action Plan hypothesis: launch one bounded FroggyAds test tied to Set the commercial perimeter; do not change bid, creative, audience and destination together.
- Affiliate Marketing for Ecommerce: Paid Growth Action Plan source review: compare qualified activity, accepted conversions, timing and cost by the source or segment dimensions relevant to Choose partners by merchandising fit.
- Affiliate Marketing for Ecommerce: Paid Growth Action Plan scaling: use Connect Affiliate Marketing for Ecommerce to a controlled audience test and Create a product communication rhythm to define what must reproduce before the next budget increase.
Why FroggyAds is relevant to Affiliate Marketing for Ecommerce: Paid Growth Action Plan
For Affiliate Marketing for Ecommerce: Paid Growth Action Plan, FroggyAds gives advertisers a self-serve DSP and ad-network workflow for buying supported traffic with campaign-level budgets and targeting. Depending on format and campaign context, available controls can include country, city, device, operating system, browser, carrier, category, source, ID and IP options. SmartCPC and Adscore-supported traffic-quality controls can support the affiliate marketing for ecommerce optimization process, while the advertiser's tracker, analytics and backend acceptance remain the final evidence for commercial quality.
Use Create a product communication rhythm as the final checkpoint for Affiliate Marketing for Ecommerce: Paid Growth Action Plan. If the accepted result does not reproduce after the next meaningful volume step, return to the last stable configuration instead of widening several controls at once.
Affiliate Marketing for Ecommerce: Paid Growth Action Plan: the buyer task this URL owns
Affiliate Marketing for Ecommerce: Paid Growth Action Plan is for affiliate marketers and media buyers who need to make a concrete, measurable buying decision. Keep that buyer task separate from the nearby topic so this URL answers one commercial question clearly. The nearest related FroggyAds page is Best Affiliate Marketing Tools; this URL keeps ownership of the distinct task to make a concrete, measurable buying decision.
Keep affiliate conversion, landing page, ROAS, conversion tracking in the Affiliate Marketing for Ecommerce: Paid Growth Action Plan evidence record because they can change how this media test is configured, measured or scaled.
| Checkpoint | Page-specific action | Evidence to keep |
|---|---|---|
| Workflow | Map the industry's acquisition path and downstream acceptance event. | Retain evidence specific to Affiliate Marketing for Ecommerce: Paid Growth Action Plan and its accepted outcome. |
| Guardrail | Define market, policy, data and economic constraints. | Retain evidence specific to Affiliate Marketing for Ecommerce: Paid Growth Action Plan and its accepted outcome. |
| Outcome | Optimize to the accepted business result, not activity alone. | Retain evidence specific to Affiliate Marketing for Ecommerce: Paid Growth Action Plan and its accepted outcome. |
Hypothetical calculation: if a controlled campaign for affiliate marketing for ecommerce: paid growth action plan spends USD 150 and produces 6 accepted conversions, accepted CPA is USD 150 ÷ 6 = USD 25.0. Replace the inputs with your own campaign economics; this is not a FroggyAds performance claim.
Choose FroggyAds when Affiliate Marketing for Ecommerce: Paid Growth Action Plan calls for a controlled paid-media test. We let affiliate marketers and media buyers apply relevant format, targeting and budget controls, keep source-level evidence visible, and measure the accepted outcome before increasing spend. Create your free FroggyAds account.
Affiliate Marketing for Ecommerce: Paid Growth Action Plan — what matters first
Affiliate Marketing for Ecommerce: Paid Growth Action Plan is most useful when it helps a buyer make a concrete, measurable buying decision. Define the accepted outcome first, then use targeting, budget and source-level evidence to decide what deserves more spend.