Document Type: Protocol
Status: Active
Version: v1.2
Authority: MWMS HeadOffice
Applies To: Ads Brain campaign review and evaluation process
Parent: Ads Brain Canon
Last Reviewed: 2026-03-17
Purpose
The Ads Brain – Campaign Review Protocol defines how advertising campaigns are evaluated after launch.
Campaign performance must be assessed using structured criteria rather than emotional judgement.
The purpose of this protocol is to:
• evaluate campaign health
• identify early performance signals
• detect failure conditions
• determine whether campaigns should continue, pause, iterate, or scale
Campaign decisions must always remain data-driven.
Scope
This protocol applies to:
• Ads Brain campaign reviews
• post-launch campaign evaluation
• early signal interpretation
• creative and audience review
• scaling-readiness checks
• pause, iterate, continue, scale, and retire decisions
This document governs how Ads Brain reviews campaigns after launch.
It does not govern:
• capital approval
• final survivability authority
• cross-brain financial override
• campaign creation procedures
• creative production procedures
Those remain governed by Finance Brain, HeadOffice, and related Ads Brain systems.
Definition / Rules
Campaign Lifecycle Context
Campaigns move through several operational stages:
• Launch
• Learning
• Evaluation
• Iteration
• Scaling
• Pause
• Retirement
The Campaign Review Protocol applies primarily during the:
• Learning
• Evaluation
• Iteration
• Scaling
phases.
Review Frequency
Campaigns should be reviewed at structured intervals.
Typical review cadence:
Initial Review
24-48 hours after campaign launch.
Purpose:
• confirm campaign delivery
• confirm early engagement signals
Early Performance Review
After sufficient traffic has accumulated.
Purpose:
• identify early indicators of creative or targeting performance
Stability Review
Once campaign metrics begin stabilising.
Purpose:
• determine whether the campaign should scale or iterate
Scaling Review
Performed before any significant budget increase.
Purpose:
• confirm scaling readiness
Primary Campaign Signals
Campaign reviews must consider several key performance signals.
Traffic Delivery
Verify that the platform is delivering traffic.
Indicators include:
• impressions
• reach
• ad delivery stability
If delivery is extremely low, targeting or platform restrictions may exist.
Engagement Signals
Engagement signals indicate whether the creative captures attention.
Common signals include:
• click-through rate
• video watch behaviour
• engagement actions
Weak engagement suggests creative or hook weakness.
Conversion Behaviour
Conversion behaviour determines campaign profitability.
Signals include:
• cost per acquisition
• conversion rate
• revenue per click
Conversion signals determine long-term campaign viability.
Audience Behaviour
Campaign review must observe how audiences respond.
Signals include:
• audience overlap
• audience expansion behaviour
• frequency exposure
High frequency may indicate audience saturation.
Creative Performance
Creative performance must be evaluated separately from audience performance.
Signals include:
• retention behaviour
• CTR variation between creatives
• fatigue signals
Creative fatigue may require new variations.
Decision Outcomes
Every campaign review must result in a clear decision.
Possible outcomes include:
Continue
Campaign performance is acceptable and should continue collecting data.
Iterate
Creative, audience, or structure should be adjusted.
Pause
Campaign performance is weak and testing should stop.
Scale
Campaign performance meets scaling conditions.
Retire
Campaign should be permanently discontinued.
Relationship to Scaling Intelligence
Scaling Intelligence determines when campaign expansion should occur.
The Campaign Review Protocol determines whether the campaign is stable enough to consider scaling.
Relationship to Hook Testing Framework
Hook performance heavily influences engagement behaviour.
Campaign review must observe which hooks produce the strongest engagement signals.
Relationship to Creative Angle Matrix
Angles determine how audiences interpret the advertisement.
Campaign review must evaluate whether the selected angle resonates with the audience.
Relationship to Finance Brain
Finance Brain governs capital exposure.
Campaign reviews provide the performance signals required for Finance Brain to evaluate risk.
Future Expansion
The Campaign Review Protocol may eventually integrate:
• automated performance dashboards
• anomaly detection systems
• fatigue monitoring tools
• cross-platform campaign comparison
Final Rule
Campaign decisions must remain disciplined.
Scaling too early, iterating too frequently, or abandoning campaigns prematurely creates unreliable testing environments.
Ads Brain must prioritise structured evaluation over reactive decision-making.
Drift Protection
The system must prevent:
• emotional campaign judgement
• premature scaling based on weak data
• excessive iteration before signal stabilisation
• campaign abandonment without structured review
• audience issues being confused with creative issues
• creative issues being confused with platform-delivery issues
Campaign review must remain structured, signal-based, and operationally disciplined.
Architectural Intent
Ads Brain – Campaign Review Protocol exists to ensure that campaign evaluation inside MWMS is systematic, comparable, and resistant to reactive decision-making.
Its role is to turn post-launch campaign management into a governed review process so Ads Brain can distinguish delivery issues, engagement weakness, audience friction, creative fatigue, and scaling readiness with greater reliability.
Change Log
Version: v1.2
Date: 2026-03-17
Author: MWMS HeadOffice
Change: Standardised page metadata and naming to align with the locked MWMS standards pack. Normalised Status from “Protocol” to “Active”, standardised title usage to “Ads Brain – Campaign Review Protocol”, preserved the original campaign review logic, review cadence, signal categories, decision outcomes, and relationship structure, and retained the document as a Protocol under the locked MWMS document taxonomy.
Version: v1.1
Date: 2026-03-14
Author: MWMS HeadOffice / Ads Brain
Change: Rebuilt page to align with MWMS document standards. Added standardised document header, introduced Purpose / Scope / Definition / Rules structure, normalised lifecycle, cadence, signal, and decision sections, and preserved the original campaign review logic, review frequency, signal categories, and decision outcomes.
Version: v1.0
Date: 2026-03-13
Author: Ads Brain / MWMS HeadOffice
Change: Initial creation of Ads Brain – Campaign Review Protocol defining campaign lifecycle context, review cadence, primary campaign signals, decision outcomes, and related system relationships.
CHANGE IMPACT
Pages Created: None
Pages Updated: Ads Brain – Campaign Review Protocol
Pages Deprecated: None
Registries Requiring Update:
• MWMS Architecture Registry
• MWMS Brain Registry
• MWMS Brain Interaction Map
• MWMS Canon Hierarchy Map
Canon Version Update Required: No
Change Log Entry Required: Yes
END – ADS BRAIN – CAMPAIGN REVIEW PROTOCOL v1.2