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Contract v1.0.0last verified reviewed

How to compare ad performance across platforms with an AI agent

Spend, CPA and ROAS across Google, Meta, TikTok and Pinterest in one table, reconciled against GA4 so platform self-reporting is kept honest.

IntentAnswer 'which platform earns its budget' with comparable numbers and explicit caveats, not four self-graded report cards.

5
Steps
7
Tools
3
Rules
3
Failure modes

When to use it

Use it when

  • Allocating next month's budget across platforms.
  • A platform claims credit that totals more than the business saw.

Do not use it when

  • Single-platform accounts.
  • When GA4 is absent and the user needs settled truth: without a neutral referee this skill produces a labelled comparison, not a verdict.

What it needs first

Required

Optional

Preconditions

  • Same window and currency across platforms.
  • Each platform's attribution setting read and quoted in the output.

Inputs

window
Comparison window.Default: last 30 days.
kpirequired
CPA or ROAS.

Procedure

In order. Every tool named is one the gateway ships, and links to its reference.

  1. Pull spend and conversions per platform, campaign-level, one window.

  2. Normalise to one currency and one table; label each column with its attribution window.

  3. Pull GA4 key events and revenue by channel for the same window.

  4. Compute each platform's over-claim ratio: platform-reported conversions over GA4 channel conversions.

  5. Rank platforms on the user's KPI twice: platform-reported and GA4-viewed.

Decision rules

The observable condition, what it lets you conclude, and what takes the conclusion back.

  • When

    Platform conversions exceed GA4 channel conversions by more than 40%

    Conclude

    Flag heavy view-through or modelled credit on that platform; rank it on the GA4 view for decisions.

    Unless

    GA4 consent-mode gaps are known to depress that channel; then present both and say neither is settled.

  • When

    The two rankings disagree on the top platform

    Conclude

    Lead with the disagreement itself: it is the finding, and budget moves should wait for an incrementality read.

  • When

    A platform has under 50 conversions in the window

    Conclude

    Exclude it from ranking and say why; its CPA is an anecdote at that volume.

Evidence every conclusion must carry

  • Both rankings shown, with the over-claim ratio per platform.
  • Every column labelled with its attribution window and currency.

Where the agent stops

  • Budget shifts decided on this table go through budget-reallocation and Safe Writes; nothing moves from here.

How it goes wrong quietly

The cases where the analysis is wrong and still looks right. Read them before trusting a number.

  • Attribution windows differ silently across platforms; a table without labels is fiction with gridlines.
  • GA4 last-click under-credits upper-funnel platforms; the GA4 view is a referee, not the truth.
  • Currency conversion at today's rate distorts a month of spend; use the account's own reported currency totals where possible.

What the answer contains

01The table
Platform × spend, conversions, KPI, both views, labelled.
02Over-claim ratios
Per platform, with the likely mechanism named.
03Decision guidance
What the table supports deciding, and what needs an incrementality test.