--- title: "Global Mobile Ad Network: Global Traffic for Advertisers" canonical: "https://froggyads.com/global-mobile-ad-network/" markdown_url: "https://froggyads.com/global-mobile-ad-network.md" description: "Plan global mobile ad network with supply evaluation, targeting, creative, tracking, budget controls and source-level optimization." language: "en" --- Mobile advertising buyer guide # Global Mobile Ad Network Plan global mobile ad network with supply evaluation, targeting, creative, tracking, budget controls and source-level optimization. [Create My Free Account](https://premium.froggyads.com/#/signup)[Explore Mobile Ads](https://froggyads.com/mobile-advertising/)Self-serve control750+ SSP integrations20B+ daily impressions ![global mobile ad network planning visual](https://froggyads.com/assets-redesign-2026/images/v74-mobile-ads-network-evaluation/global-mobile-ad-network-hero.svg) Direct answer ## What Global Mobile Ad Network Means Global Mobile Ad Network describes multi-GEO access to mobile ads inventory with separate controls for country, language, device, source and budget. Global reach should be planned as a collection of regional tests because price, user behavior, policy and conversion value differ by market. A disciplined buyer separates delivery, engagement and accepted commercial value. Define the primary event, the maximum acceptable acquisition cost and the evidence required to keep, pause or expand a source. For global mobile ad network, eligible impressions, landing-page loads, sessions and downstream actions are delivery signals. The final decision should use accepted leads, sales, installs, subscriptions or another backend outcome that the advertiser can verify. 01 • Format mechanics ## Understand How Mobile Ads Is Delivered Mobile Ads use advertising delivered in mobile web or app environments where screen size, operating system, browser or app context, connection quality and touch interaction shape the experience. Delivery may use display, native, push, interstitial, video or other approved mobile inventory. Device capability, viewport, consent, app or site context, landing-page speed and supply-partner policies affect the final result. Delivery can differ across operating systems, browsers, devices and supply partners, so preview the actual unit rather than assuming every impression looks identical. The campaign path normally includes an eligible impression, a platform decision, creative rendering, a click, a destination request and an attributed outcome. For global mobile ad network, record where each identifier is created and where it can be lost. This map makes it easier to separate a creative problem from a landing-page problem, a tracking gap or a weak source. 02 • Audience fit ## Define the Audience and Eligible Use Case For Global Mobile Ad Network, the Define the Audience and Eligible Use Case checkpoint should answer a concrete buyer question rather than repeat a generic framework. Translate the section into checks for Write, down, offer, available, supported and devices; this keeps the recommendation tied to the page's real task instead of generic marketing language. Keep the baseline unchanged while testing the next hypothesis; that comparison is what makes the decision reproducible. When the page's recommendation becomes a traffic test, FroggyAds provides the campaign controls to execute it while the advertiser retains responsibility for offer fit, tracking and backend acceptance. 03 • Supply evaluation ## Evaluate Inventory and Source Transparency The useful supply question is not only how much mobile ad volume exists. Ask which GEOs, devices, browsers, operating systems, categories and source identifiers are available, how frequently the same user may see the message and which controls can be applied after launch. Mobile websites, apps and approved supply environments that expose inventory through display, native, push, interstitial, video and other supported placements with settings for geo, device, operating system, browser, carrier, connection type, category and source identification can vary substantially in engagement and downstream value. Preserve placement or source IDs, compare them under one conversion definition and document the reason for every whitelist, blacklist or bid adjustment. For global mobile ad network, broad inventory is acceptable during discovery only when loss limits and tracking are already working. 04 • Mobile creative system ## Build Creative for Small Screens and Touch Interaction A dependable mobile ad campaign uses a mobile-first message with visible advertiser identity, concise copy, readable type, touch-friendly controls, fast-loading assets and a destination that preserves the promise made before the tap. The first screen should explain the offer, eligibility and material conditions without imitating device, browser, app-store or operating-system messages. Build several meaningfully different mobile creative and offer angles, such as direct benefit, problem-solution, education and convenience, then change one major idea at a time. Keep the advertiser identity visible, avoid fake countdowns or fabricated social proof, and document the exact page version used for every campaign. Test loading speed, responsive rendering, navigation and the first meaningful action across supported devices. For global mobile ad network, a page view or long session is not useful when the visitor cannot understand the offer or complete the accepted event. **Connect the guide to live testing** ## Connect Global Mobile Ad Network to a controlled audience test Use the choices established in “Build Creative for Small Screens and Touch Interaction” to define one audience, budget and source set in FroggyAds. Keep the surrounding offer and measurement rule stable so the test adds evidence to global mobile ad network instead of mixing several changes at once. [Create My Free Account](https://premium.froggyads.com/#/signup) ![Illustration of audience targeting controls for a global mobile ad network test](https://froggyads.com/assets-redesign-2026/images/showcase-audience-targeting.svg) 05 • Mobile destination quality ## Match the Destination to the Mobile Context The first screen of the destination should confirm the mobile message, show the advertiser identity and make the next step obvious. Use fast loading, readable text, touch-friendly controls, secure transport and a form, app-store path or checkout that asks only for necessary information. When global mobile ad network promotes an article or prelander, the bridge must add useful context instead of repeating a vague promise. When it promotes a direct offer, price, eligibility and material conditions should be visible before commitment. Measure page load, engaged visits, form starts, accepted outcomes and rejection reasons. A weak destination can make good inventory appear unprofitable. 06 • Tracking ## Create a Reliable Click-to-Outcome Chain Append a unique click ID and campaign, creative, source and placement parameters where the platform supports them. Return validated events through a server-to-server postback or another reliable integration, and align time zones, attribution windows and duplicate rules across platform, tracker, analytics and backend systems. Before meaningful spend on global mobile ad network, complete a live test click and confirm the exact value stored in every system. Decide which backend is authoritative when totals disagree. Review the first data in fixed windows so isolated clicks do not control the campaign. The goal is not perfect agreement between tools. It is enough evidence to make the same source decision twice. 07 • Pricing ## Normalize Price Into Acquisition Economics Mobile Ads may be bought through CPC, CPM, SmartCPC or another auction model depending on inventory and platform. Normalize the media cost into effective CPC, accepted CPA, revenue per click and contribution after variable costs. For global mobile ad network, a low CPM can be expensive when engagement and accepted conversion rates are weak, while a higher bid can be efficient when the source produces valuable outcomes. Start with a conservative conversion assumption and calculate the maximum bid from the value of an accepted result. Do not publish or rely on one universal market rate. GEO, competition, device mix, seasonality and source quality can change the clearing price quickly. ![global mobile ad network controlled workflow visual](https://froggyads.com/assets-redesign-2026/images/v74-mobile-ads-network-evaluation/global-mobile-ad-network-workflow.svg) **Choose the execution format** ## Choose a paid-media format that supports Global Mobile Ad Network The practical role of Choose a paid-media format that supports Global Mobile Ad Network in Global Mobile Ad Network is to expose the exact condition that can change the buyer's next action. Document criteria, around, Normalize, Price, Acquisition and Economics in the same decision record so a later reviewer can see why the option passed, failed or needs a narrower retest. Use the finding to choose a specific action—keep, cap, exclude, renegotiate, retest or stop—rather than recording a score with no operational consequence. [Create My Free Account](https://premium.froggyads.com/#/signup) ![Illustration comparing advertising formats for global mobile ad network execution](https://froggyads.com/assets-redesign-2026/images/showcase-ad-formats.svg) 08 • Budget control ## Protect the First Test With Explicit Limits A buyer evaluating Global Mobile Ad Network can use Protect the First Test With Explicit Limits to make the page actionable: identify the condition, document the evidence, and define the response. Review daily, ceiling, maximum, acceptable, loss and budget together, because a strong result in one of them should not conceal a material failure in another. Do not scale the conclusion beyond the evidence window; repeat the check after the next meaningful change in volume, scope or audience. 09 • Workflow ## A Repeatable Launch Workflow for Global Mobile Ad Network Use a seven-step workflow for global mobile ad network: define the accepted outcome, verify offer eligibility, prepare at least three distinct mobile creative and landing-page angles, test the open-to-conversion path, launch with bounded bids and caps, review source-level evidence, and scale only stable combinations. During the first review, classify each source as promising, uncertain or unsupported rather than profitable or unprofitable after only a few events. In the second review, compare accepted cost, conversion delay and backend quality. In the third review, change one major variable and record the reason. Review the first data in fixed windows so isolated clicks do not control the campaign. This sequence reduces the chance that random early conversions cause a large budget increase or that a viable source is blocked before its users have time to convert. 10 • Quality control ## Check Traffic Quality Without Relying on Labels A valid click is not automatically a valuable customer, so reconcile platform events with the advertiser backend. For global mobile ad network, investigate unusually fast clicks, repeated identifiers, concentrated conversion timing, large tracker gaps, invalid backend records and sources that generate engagement without accepted value. Use fraud and quality controls as filters and diagnostic tools, not as a substitute for commercial validation. Review changes after enough volume has accumulated and keep an export before major exclusions. The advertiser should also inspect its own form validation, payment failures, call-center handling and fulfillment because operational rejection can be mistaken for traffic fraud. 11 • Optimization ## Optimize Sources, Bids and Creative Separately On this Global Mobile Ad Network page, Optimize Sources, Bids and Creative Separately matters because it changes what the advertiser should verify before committing budget or operating effort. Review Begin, source-level, because, blended, averages and hide together, because a strong result in one of them should not conceal a material failure in another. Set a written pass condition and a rollback condition before acting, so the team can reverse the change without rewriting the history of the test. If the next step is a media test, FroggyAds lets the advertiser keep campaign settings and source-level performance visible instead of treating traffic volume as proof of success. ![global mobile ad network buyer scorecard visual](https://froggyads.com/assets-redesign-2026/images/v74-mobile-ads-network-evaluation/global-mobile-ad-network-scorecard.svg) **Put the guide into practice** ## Turn Global Mobile Ad Network into a bounded campaign test Within Global Mobile Ad Network, Turn Global Mobile Ad Network into a bounded campaign test should connect the page's stated intent to evidence that a media buyer or marketing team can actually inspect. Use Optimize, Bids, Creative, Separately, documented and launch as the traceable inputs for this section, then state which missing item would be serious enough to stop or narrow the decision. If the section exposes a measurement gap, repair that gap before changing the offer, creative and targeting simultaneously. FroggyAds is useful here because the media-buying decision can stay separate from the broader strategy decision: launch a bounded campaign, inspect source performance and scale only verified value. [Create My Free Account](https://premium.froggyads.com/#/signup) ![Illustration of a campaign launch checklist for global mobile ad network](https://froggyads.com/assets-redesign-2026/images/showcase-campaign-launch-checklist.svg) 12 • Scaling ## Scale Marginal Performance, Not the Blended Average For Global Mobile Ad Network, the Scale Marginal Performance, Not the Blended Average checkpoint should answer a concrete buyer question rather than repeat a generic framework. Preserve the source, date and owner for Scaling, changes, auction, position, frequency and original whenever they affect the decision, especially when the page compares options or sets a budget boundary. Use the finding to choose a specific action—keep, cap, exclude, renegotiate, retest or stop—rather than recording a score with no operational consequence. Use FroggyAds to test the media assumption that follows from this section, not to replace the evidence the section requires. Campaign controls support the decision; they do not manufacture proof. 13 • Compliance ## Protect User Trust and Brand Safety Treat Protect User Trust and Brand Safety as a specific gate for Global Mobile Ad Network, not as a reusable checklist item that means the same thing on every page. Review truthful, identity, accurate, claims, appropriate and restrictions together, because a strong result in one of them should not conceal a material failure in another. Do not scale the conclusion beyond the evidence window; repeat the check after the next meaningful change in volume, scope or audience. 14 • Platform fit ## How FroggyAds Supports Global Mobile Ad Network FroggyAds is a self-serve media buying platform for advertisers and performance teams. It provides access to more than 20 billion daily impressions through 750+ SSP integrations across supported formats and markets. Buyers can use available GEO, city, device, operating-system, browser, carrier, category, source, ID and IP controls, together with budgets and reporting. These tools can support multi-GEO inventory planning and regional control, but they cannot guarantee profit, visitor quality, conversions or a particular CPM. For global mobile ad network, begin with a controlled test, verify the accepted outcome in the backend and expand only when source-level evidence remains stable. 15 • Decision gate ## Final Decision Gate for Global Mobile Ad Network For Global Mobile Ad Network, the Final Decision Gate for Global Mobile Ad Network checkpoint should answer a concrete buyer question rather than repeat a generic framework. Document approving, spend, whether, audience, eligible and message in the same decision record so a later reviewer can see why the option passed, failed or needs a narrower retest. Connect the finding to one owner and one next action so the page helps the visitor decide rather than merely describing a process. Operating scorecard ## Decision Controls for Global Mobile Ad Network **Global Mobile Ad Network operating scorecard** | Decision area | Evidence to collect | Action rule | |---|---|---| | Objective | One accepted backend outcome | Do not optimize to raw clicks alone | | Audience | Eligible GEO, device, language and offer fit | Exclude only required or evidence-backed segments | | Creative | Truthful message and matching destination | Test different ideas, not punctuation changes | | Tracking | Click ID, source ID and validated event | Stop spend when the chain breaks | | Budget | Daily cap, bid ceiling and loss limit | Separate exploration from scaling | | Quality | Behavior, timing, acceptance and value | Investigate patterns before blocking | | Optimization | Source, creative and segment views | Change one major variable at a time | | Scaling | Stable marginal accepted cost | Increase in measured steps | Questions media buyers ask ## Global Mobile Ad Network FAQ ### For scope in the mobile inventory register, which global mobile network review boundary stays accountable? Mobile Inventory Register Scope Review MobileNetwork: bound one named trial. Mobile Inventory Register Scope Review MobileNetwork: record acceptance evidence. Mobile Inventory Register Scope Review MobileNetwork: separate wider activity. Mobile Inventory Register Scope Review MobileNetwork: seek explicit approval. ### Using the mobile inventory register, how should mobile buyer test device permissions? Mobile Inventory Register Method Review MobileNetwork: run one reference case. Mobile Inventory Register Method Review MobileNetwork: include one known fault. Mobile Inventory Register Method Review MobileNetwork: save repeatable inputs. Mobile Inventory Register Method Review MobileNetwork: compare observed outcomes. ### Which mobile inventory register source verifies device permissions for global mobile network review? Mobile Inventory Register Quality Review MobileNetwork: use a written source. Mobile Inventory Register Quality Review MobileNetwork: name every variance. Mobile Inventory Register Quality Review MobileNetwork: attach provenance notes. Mobile Inventory Register Quality Review MobileNetwork: review affected items. ### When costing global mobile network review, what work appears in the mobile inventory register? Mobile Inventory Register Cost Review MobileNetwork: count setup effort. Mobile Inventory Register Cost Review MobileNetwork: price review time. Mobile Inventory Register Cost Review MobileNetwork: include revision work. Mobile Inventory Register Cost Review MobileNetwork: separate free access. ### Which mobile inventory register safeguard stops unapproved market reach during review? Mobile Inventory Register Risk Review MobileNetwork: start with bounded inputs. Mobile Inventory Register Risk Review MobileNetwork: approve retention rules. Mobile Inventory Register Risk Review MobileNetwork: define a pause condition. Mobile Inventory Register Risk Review MobileNetwork: protect restricted data. ### How does the mobile inventory register report mobile delivery without exaggeration? Mobile Inventory Register Measurement Review MobileNetwork: label the baseline. Mobile Inventory Register Measurement Review MobileNetwork: separate signals clearly. Mobile Inventory Register Measurement Review MobileNetwork: retain unknown outcomes. Mobile Inventory Register Measurement Review MobileNetwork: set an observation window. ### Who resolves global mobile network review exceptions recorded in the mobile inventory register? Mobile Inventory Register Workflow Review MobileNetwork: name the routine owner. Mobile Inventory Register Workflow Review MobileNetwork: escalate evidence gaps. Mobile Inventory Register Workflow Review MobileNetwork: log recovery decisions. Mobile Inventory Register Workflow Review MobileNetwork: resume after review. ### When does the mobile inventory register justify retaining global mobile network review? Mobile Inventory Register Decision Review MobileNetwork: state the deciding test. Mobile Inventory Register Decision Review MobileNetwork: repeat that test. Mobile Inventory Register Decision Review MobileNetwork: reject hidden workarounds. Mobile Inventory Register Decision Review MobileNetwork: require reproducible support. ### What mobile inventory register entry protects sources and review dates? Mobile Inventory Register Governance Review MobileNetwork: name scope and approvers. Mobile Inventory Register Governance Review MobileNetwork: reference inputs safely. Mobile Inventory Register Governance Review MobileNetwork: set removal dates. Mobile Inventory Register Governance Review MobileNetwork: retain audit evidence. ### After the mobile inventory register review, which reversible global mobile network review action follows? Mobile Inventory Register Next Step Review MobileNetwork: choose one reversible action. Mobile Inventory Register Next Step Review MobileNetwork: schedule a review. Mobile Inventory Register Next Step Review MobileNetwork: keep current controls. Mobile Inventory Register Next Step Review MobileNetwork: prove recovery first. Related campaign resources ## Continue the Mobile Campaign Workflow [**Mobile Ads Guide**Review the main mobile ad format overview and campaign controls.](https://froggyads.com/mobile-advertising/)[**Campaign Reporting**Align click IDs, attribution windows and backend validation.](https://froggyads.com/campaign-reporting-guide/)[**Source Targeting**Preserve placement identifiers for bidding, whitelists and exclusions.](https://froggyads.com/source-targeting/)[**Landing Page Optimization**Improve speed, message continuity and conversion usability.](https://froggyads.com/landing-page-optimization/) Launch with evidence ## Build a Controlled Global Mobile Ad Network Test A buyer evaluating Global Mobile Ad Network can use Build a Controlled Global Mobile Ad Network Test to make the page actionable: identify the condition, document the evidence, and define the response. Keep the review anchored to evaluating, choose, accepted, conversion, verify and tracking; those details are the parts of this section that can materially change the recommendation. Use the finding to choose a specific action—keep, cap, exclude, renegotiate, retest or stop—rather than recording a score with no operational consequence. Use FroggyAds to test the media assumption that follows from this section, not to replace the evidence the section requires. Campaign controls support the decision; they do not manufacture proof. [Create My Free Account](https://premium.froggyads.com/#/signup)[Visit Learning Center](https://froggyads.com/learning-center/) Advertiser decision framework ## Global Mobile Ad Network: what should the advertiser decide next? For Global Mobile Ad Network, the commercial task is to turn global mobile ad network into one measurable campaign decision. Use What Global Mobile Ad Network Means to define the audience or problem, use Understand How Mobile Ads Is Delivered to constrain the test, and decide in advance which accepted result would justify more FroggyAds spend. Treat Global Mobile Ad Network: what should the advertiser decide next? as a specific gate for Global Mobile Ad Network, not as a reusable checklist item that means the same thing on every page. Compare remain, tied, existing, around, Means and Understand under the same scope and review window; if one is unknown, keep that uncertainty explicit rather than filling the gap with an estimate. Do not scale the conclusion beyond the evidence window; repeat the check after the next meaningful change in volume, scope or audience. | Decision | What to verify | FroggyAds action | |---|---|---| | Global Mobile Ad Network objective | Use What Global Mobile Ad Network Means to define the accepted business event and the maximum learning loss for global mobile ad network. | Launch one FroggyAds campaign objective for Global Mobile Ad Network and keep the conversion definition stable. | | Global Mobile Ad Network audience | Use Understand How Mobile Ads Is Delivered to verify market, device, language and offer eligibility for global mobile ad network. | Apply only the FroggyAds targeting controls that change the real Global Mobile Ad Network customer journey. | | Global Mobile Ad Network source evidence | Use Define the Audience and Eligible Use Case to keep source-level differences visible instead of relying on one blended global mobile ad network average. | Keep, cap, exclude or retest Global Mobile Ad Network inventory from documented source evidence. | | Global Mobile Ad Network economics | Use Evaluate Inventory and Source Transparency to connect media spend with accepted conversions and downstream value for global mobile ad network. | Protect the Global Mobile Ad Network test with a written budget boundary and a consistent attribution window. | | Global Mobile Ad Network scale rule | Use Build Creative for Small Screens and Touch Interaction to define the exact evidence that earns the next budget increase for global mobile ad network. | Scale Global Mobile Ad Network one major control at a time and compare marginal performance with the prior baseline. | ### A page-specific FroggyAds test sequence for Global Mobile Ad Network 1. **Global Mobile Ad Network outcome:** define the accepted event for global mobile ad network and the maximum loss permitted while the first test is learning. 2. **Global Mobile Ad Network path:** verify market eligibility, device experience, landing-page continuity and tracking against What Global Mobile Ad Network Means before buying more traffic. 3. **Global Mobile Ad Network hypothesis:** launch one bounded FroggyAds test tied to Understand How Mobile Ads Is Delivered; do not change bid, creative, audience and destination together. 4. **Global Mobile Ad Network source review:** compare qualified activity, accepted conversions, timing and cost by the source or segment dimensions relevant to Define the Audience and Eligible Use Case. 5. **Global Mobile Ad Network scaling:** use Evaluate Inventory and Source Transparency and Build Creative for Small Screens and Touch Interaction to define what must reproduce before the next budget increase. ### Why FroggyAds is relevant to Global Mobile Ad Network Within Global Mobile Ad Network, Why FroggyAds is relevant to Global Mobile Ad Network should connect the page's stated intent to evidence that a media buyer or marketing team can actually inspect. Review gives, self-serve, ad-network, workflow, buying and supported together, because a strong result in one of them should not conceal a material failure in another. If the section exposes a measurement gap, repair that gap before changing the offer, creative and targeting simultaneously. Use FroggyAds to test the media assumption that follows from this section, not to replace the evidence the section requires. Campaign controls support the decision; they do not manufacture proof. Use Build Creative for Small Screens and Touch Interaction as the final checkpoint for Global Mobile Ad Network. 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. [Create your free FroggyAds account](https://premium.froggyads.com/#/signup) Search intent and buyer decision ## How to use this Global Mobile Ad Network page This URL has one primary job for **performance-focused advertisers**: **plan multi-market reach without hiding country-level performance**. Keep this page focused on that buying decision instead of turning it into a generic advertising article. The nearest related FroggyAds page is [Mobile Ads](https://froggyads.com/mobile-ads/); use that URL when its narrower task is the one you actually need. Applied to Global Mobile Ad Network, this check should support the distinct decision to plan multi-market reach without hiding country-level performance and remain traceable to the page's own evidence. The current competitor review for this page records 10 reviewed comparison and competitor pages in the general ads cluster, with 10 fetched successfully. Separately, the page-level entity coverage tracks campaign objective, audience, ad format, budget, bid, conversion tracking, and source quality. We use both as coverage checks, not as copied claims or proof of FroggyAds performance. Applied to Global Mobile Ad Network, this check should support the distinct decision to plan multi-market reach without hiding country-level performance and remain traceable to the page's own evidence. | Step | Commercial General workflow | Evidence to retain | |---|---|---| | 1 | Define the buyer and accepted outcome | Keep the evidence tied to Global Mobile Ad Network and the accepted outcome defined for this URL. | | 2 | Configure the smallest useful campaign test | Keep the evidence tied to Global Mobile Ad Network and the accepted outcome defined for this URL. | | 3 | Keep, cap or expand only from accepted-outcome evidence | Keep the evidence tied to Global Mobile Ad Network and the accepted outcome defined for this URL. | ### Transparent Global Mobile Ad Network decision example **Hypothetical example:** if a controlled Global Mobile Ad Network test spends USD 125 and records 4 accepted outcomes after the same review window, accepted CPA is USD 125 divided by 4 = **USD 31.25**. Replace the example inputs with your own economics; this is not a FroggyAds performance claim. Use FroggyAds as the execution layer only when the page's decision calls for paid traffic. Set the relevant budget, targeting and format controls, verify conversion tracking, keep source-level evidence, and increase spend only when the accepted outcome supports the next step. [Create your free FroggyAds account](https://premium.froggyads.com/#/signup). Applied to Global Mobile Ad Network, this check should support the distinct decision to plan multi-market reach without hiding country-level performance and remain traceable to the page's own evidence. **Research basis for Global Mobile Ad Network:** This URL helps performance-focused advertisers plan multi-market reach without hiding country-level performance. It is mapped to the general ads research cluster. Our current review used [shopify.com](https://www.shopify.com/blog/paid-advertising) and [support.google.com](https://support.google.com/google-ads/answer/2404191?hl=en) to check terminology, buyer questions and decision coverage relevant to Global Mobile Ad Network. These external sources are research inputs, not evidence of FroggyAds campaign performance. Direct answer ## Global Mobile Ad Network — what matters first Global Mobile Ad Network is most useful when it helps a buyer plan multi-market reach without hiding country-level performance. Define the accepted outcome first, then use targeting, budget and source-level evidence to decide what deserves more spend.