Markettai does not just show you the numbers: when it detects a problem in your campaigns it tells you what is worth doing, and in many cases asks your permission to do it. This section explains where that proposal comes from and what is expected of you.

Where it comes from. BOOST reviews your campaigns several times a day and crosses two kinds of signal: whether an ad is wearing out, which shows in frequency (the average number of times each person has seen it) and in the click rate, and whether it is costing too much, which shows in the cost per customer. It is deliberately demanding and only proposes something when several bad signals coincide, so as not to react to one bad day.

What a proposal looks like. Always the same: which campaign or ad, what is happening and what action it proposes. Pausing an ad whose price has run away, replacing the image and the text of a campaign that is burning out, moving budget from an expensive campaign to a cheap one.

What you have to do. It depends on your plan. On Core and Starter you approve or reject each proposal. On Pro and Master you can let them run on their own by switching automation on in your settings, or keep approving them one by one if you prefer (see «What each plan automates»).

There is one exception on every paid plan: if an ad starts costing you far more than usual, BOOST pauses it without waiting for your answer. It is the only action that never asks.

If you do not answer. An unanswered proposal expires after seven days and the system reassesses the situation from scratch. If you reject it, it will not propose the same thing again for fourteen days. Everything, answered or not, stays in the Performance history (see «How to see what it did last night»).

The cost of being slow. While a proposal waits for your approval, the problem behind it is still there. An expensive ad detected on Friday night spends all weekend if nobody approves the pause. It is the main reason why at some point it becomes worth letting the system act on its own (see «When it is worth letting the system act on its own»).