Decide and act

Read the reports, ask the AI Agent what to do, and make the change — all in the same place.

A report is only worth something if it changes what you do. This page is the routine: find what matters, understand why, decide, and act — without leaving Molecule Data.

Before you start: know your break-even

Every decision below compares an ad against one number: your break-even Net ROAS, which is 1 divided by your gross margin. If you have not worked it out yet, do that first — see Net ROAS. Without it, "is 2.4 good?" has no answer.

1. Find what deserves attention

• Insights flags channels behaving unusually against their own 7-day average, and summarises yesterday.

• Budget management turns your targets into concrete proposals — raise, cut, move or pause — each with the evidence behind it, waiting for you in Insights → Budget.

• Email reports put yesterday's numbers in your inbox before you open the app.

• Live Today shows the current day in real time — the place to catch a campaign that has suddenly started overspending.

2. Understand why

On the Dashboard, drill down one level at a time: Sources → Campaigns → Ad Sets → Ads, and Countries when you sell abroad. A weak channel is usually one or two weak campaigns; a weak campaign is usually a few tired ads.

On Creatives, check the fatigue indicator. An ad that worked last month and is fading now does not need a smaller budget — it needs replacing.

3. Ask the AI Agent

The AI Agent reads the same data you do and answers in plain language, with the numbers and charts behind its answer. Good questions to ask:

• "Which channel needs my attention?"

• "Which campaigns are below a Net ROAS of 2.2 over the last 14 days?"

• "Ready to scale or pause?"

• "What changed compared with last week?"

The AI Agent advises; you decide. It never changes your ads or budgets on its own — a change it drafts waits for you to press Apply.

4. Make the change, right there

You do not need to open Ads Manager. In the Dashboard's drill-down tables you can:

• Turn campaigns, ad sets and ads on or off.

• Change the daily or lifetime budget of campaigns and ad sets.

The change is written straight back to the ad platform.

Or let Budget management do the arithmetic: it proposes the budget changes your policy calls for, and Apply makes each one in Meta or Google Ads.

Simple rules to start with

What you see	What to do
Net ROAS well above break-even, with meaningful spend	Raise the budget in steps, not all at once, and watch Net ROAS as you go
Net ROAS below break-even after a fair run	Turn it off
Too little spend to tell	Leave it alone. A handful of orders proves nothing either way
Good results, but the creative shows fatigue	Keep the ad set, replace the creative — make a new one
Platform ROAS and Molecule ROAS disagree sharply	Check tracking before touching the budget — see Why your numbers don't match

For channels where customers come back and buy again, first-order break-even is too strict a test. Check Cohorts & LTV before switching off a channel that brings you loyal customers.

Then go round again

Your best ads tell you what to make next. Take the winning idea back to BuilderPad, vary it, launch it, and measure again.