Growth · Ad Spend Control
Money moves every 30 minutes — but never past ₹2L without a human
The media buyer reads platform data, models payback, and reallocates. Its autonomy ceiling is a rupee figure, not a judgement call: above ₹2L it stops and asks Sana, with the full rationale attached.
Daily spend
₹8.1 L
+3.3% · within the monthly cap
Blended CAC
₹441
−28% · from ₹612 at pilot start
Reallocations today
48
every 30 minutes
Waiting on a human
₹4.2L
one move, above the ceiling
Daily spend
₹ thousands
Blended CAC
₹ per paid member
Move log
Every rupee move, with its effect
| When | Move | By | State | Effect |
|---|---|---|---|---|
| 20714d ago | ₹4.2L Meta broad → Google intent | @spend | awaiting approval | -11% blended CAC (projected) |
| 20714d ago | ₹1.8L CTV paused | @spend | applied | +₹1.8L redeployed to creators |
| 20714d ago | Creative refresh on 6 fatigued sets | @forge | applied | CTR 1.9% → 2.8% |
| 20715d ago | Retargeting frequency cap 4 → 3 | @spend | applied | CPA -8%, reach flat |
Autonomy ceiling
Why it's a number and not a policy sentence
Under ₹2L
Applied immediately, logged, reversible within the same cycle.
₹2L – ₹10L
Held for Performance Marketing with rationale, projection and the downside case.
Above ₹10L
Requires Growth lead sign-off as well. No agent has ever been given this ceiling.