> For the complete documentation index, see [llms.txt](https://docs.moleculedata.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.moleculedata.com/running-your-ads/decide-and-act.md).

# 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](https://docs.moleculedata.com/understanding-your-data/net-roas). Without it, "is 2.4 good?" has no answer.

## 1. Find what deserves attention

* [**Control Room**](https://docs.moleculedata.com/dashboards/insights) flags channels behaving unusually against their own 7-day average, and summarises yesterday.
* [**Budget management**](https://docs.moleculedata.com/running-your-ads/budget-management) turns your targets into concrete proposals — raise, cut, move or pause — each with the evidence behind it, waiting for you in **Control Room → Budget**.
* [**Email reports**](https://docs.moleculedata.com/dashboards/email-reports) put yesterday's numbers in your inbox before you open the app.
* [**Live Today**](https://docs.moleculedata.com/dashboards/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](https://docs.moleculedata.com/dashboards/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](https://docs.moleculedata.com/dashboards/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](https://docs.moleculedata.com/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?"

{% hint style="info" %}
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**.
{% endhint %}

## 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](https://docs.moleculedata.com/running-your-ads/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](https://docs.moleculedata.com/running-your-ads/from-idea-to-live-ad)                                     |
| Platform ROAS and Molecule ROAS disagree sharply      | Check tracking before touching the budget — see [Why your numbers don't match](https://docs.moleculedata.com/understanding-your-data/why-your-numbers-dont-match) |

{% hint style="warning" %}
For channels where customers come back and buy again, first-order break-even is too strict a test. Check [Cohorts & LTV](https://docs.moleculedata.com/dashboards/cohorts-ltv) before switching off a channel that brings you loyal customers.
{% endhint %}

## Then go round again

Your best ads tell you what to make next. Take the winning idea back to [BuilderPad](https://docs.moleculedata.com/builderpad), vary it, launch it, and measure again.