Performance briefs
A period summary built from stored snapshots, with the comparison rules and currency stated.
Product
How Ezra works through an account.
Ezra runs a defined lifecycle for every request. Each stage states what it receives, what it checks, what it produces, and where a person decides.
Observe
- Receives
- A channel request, a scheduled review, or a source refresh event.
- Checks
- Client mapping, requester role, source connection health, and snapshot freshness.
- Produces
- A current state summary for the account with the period it covers.
- Human approval
- None required to read and summarize authorized sources.
- Refuses
- Reporting on a source whose connection is expired or unmapped.
Investigate
- Receives
- A material change, a question in the thread, or a flagged metric.
- Checks
- Period comparability, metric definitions, and whether drivers reconcile.
- Produces
- A decomposition with measured drivers, plausible explanations, and unknowns.
- Human approval
- None required. Conclusions carry their evidence for review.
- Refuses
- Naming a single cause when the decomposition does not reconcile.
Plan
- Receives
- Account priorities, confirmed constraints, and the current diagnosis.
- Checks
- Budget room, guardrails, prior learning, and observation window feasibility.
- Produces
- An experiment or work plan with metric, guardrail, and readout date.
- Human approval
- Plans that change spend or creative are prepared for approval.
- Refuses
- Proposing a test the eligible history cannot read within the window.
Approve
- Receives
- A prepared action with an exact target and requested state.
- Checks
- Requester, approval scope, account limits, parameter checksum, and kill switch state.
- Produces
- An approval request showing current state, requested state, risk, and rollback.
- Human approval
- Required. A named person approves once, or rejects.
- Refuses
- Executing outside the approved scope or after the approval expires.
Review
- Receives
- Post-change data, experiment results, and the scheduled readout.
- Checks
- Whether the observation window completed and whether the result is separable.
- Produces
- A readout with the outcome, the remaining uncertainty, and next steps.
- Human approval
- None required for the readout. Follow-up actions return to approval.
- Refuses
- Declaring a result before the observation window closes.
Remember
- Receives
- Candidate facts from threads, reports, and confirmed decisions.
- Checks
- Whether a named person confirmed the fact and whether it conflicts with stored context.
- Produces
- Client memory entries with provenance and review status.
- Human approval
- Material business facts require confirmation from a named person.
- Refuses
- Treating an unconfirmed claim as trusted account context.
Evidence first
Every number arrives with its source.
Ezra stores source snapshots, checks whether two periods can be compared, and states when a figure cannot be supported.
Period comparison
Hearth & Home
| Metric | Current | Prior | Change |
|---|---|---|---|
| Spend | $12,480 | $11,143 | +12.0% |
| Impressions | 841,300 | 793,700 | +6.0% |
| Clicks | 12,640 | 12,530 | +0.9% |
| CTR | 1.50% | 1.58% | -4.8% |
| CPC | $0.99 | $0.89 | +11.0% |
| CPM | $14.83 | $14.04 | +5.6% |
Report context
- Source status
- Connected, refreshed 06:12
- Reporting period
- Aug 11 to Aug 17, 2026
- Data freshness
- Snapshot stored 06:12, no restatement
- Currency
- USD
- Comparison eligibility
- Eligible, equal length periods
Withheld
Conversion comparison withheld
The provider's applied attribution window has not been confirmed, so CPA and ROAS are excluded from this comparison.
Diagnosis
Measured evidence stays separate from unresolved explanations.
A diagnosis states the movement, the measured contribution, the explanations still open, and the next step worth taking.
Spend movement +12.0%
Aug 11 to Aug 17
- CPC contribution
- +8.4 pts
- CPM contribution
- +5.6 pts
- CTR contribution
- -2.0 pts
Measured drivers reconcile to the +12.0% spend movement.
Other explanations the available data cannot rule out
- Auction pressure from a competitor entering the same placements.
- A landing page change made outside the ad account on August 12.
- Seasonal demand movement that the eligible history is too short to separate.
Recommendation
Hold budget for one more week. Rebuild the two prospecting placements that carried the click cost increase, then compare against the same weekday window.
Evidence
- Source snapshot
- meta_insights_2026-08-18T06:12Z
- Source snapshot
- meta_insights_2026-08-11T06:09Z
- Calculation record
- spend_decomposition_v3
Context that stays with the client.
Ezra proposes memory candidates. A named person confirms material business facts before they become trusted context.
Client operating context
Hearth & Home
- Primary objective
- Grow qualified pipeline while holding blended cost per booked call under $180.
- Approved KPI definition
- A qualified lead is counted only when a call is booked and attended.
- Brand constraint
- No discount language in prospecting creative.
- Current priority
- Recover click cost on prospecting placements before adding budget.
- Confirmed learning
- Two-step lead forms produced steadier call attendance than single-step forms.
- Pending fact review
- Reported attribution window may have changed on August 9.
Confirmed by agency owner
Confirmed by account manager
Confirmed by agency owner
Confirmed by account manager
Source record
Pending review
Work Ezra prepares
Dimensional diagnosis
Movement broken into measured drivers by campaign, placement, audience, and creative.
Grounded research
Competitor and pricing findings with source, retrieval date, and exact evidence.
Forecasting
Ranges from backtested eligible history, with uncertainty recorded next to the number.
Experiments
Hypothesis, metric, guardrail, approval, observation window, and readout in one record.
Creative review
Exposure, performance, audience and placement shifts, attribution, and data sufficiency.
Controlled actions
Prepared provider work with target, current state, verification plan, and rollback.
Client knowledge
Objectives, definitions, constraints, preferences, and decisions with human provenance.
Scheduled work
Recurring reviews, pacing checks, and readouts that return to the channel on time.