Guides

Reading the Command Centre dashboard

The Command Centre is your daily operating view. Here is what each section tells you.

KPI strip (top row): four metrics across all connected channels. Total ad spend is what you have spent in the current period. Blended ROAS is revenue divided by spend, weighted across all channels. Conversions is the total conversion count. CPA is cost per acquisition. All four update after each nightly sync.

Channel health table: each connected platform gets a score from 0 to 100. The score is a weighted combination of ROAS (60%) and pacing status (40%), with a trend adjustment. A score above 70 means the channel is performing well and on budget. Below 50 means it needs attention. Click any row to see the channel detail.

Optimisation recommendations: the top three actions identified by the Campaign Operations Agent and Media Strategy Agent. Each shows the issue, the proposed action, and the type (budget, targeting, creative, or bidding).

Agent activity feed: what the agents found and when. Entries are sorted newest first. Click any entry to go to the full agent output.

Segment health panel: your six customer segments with current size, status (green, amber, red), and 7-day change. A red status on the At Risk segment means it is growing relative to your total customer base and warrants attention.

Your first 30 days

Week 1: observe in demo mode

The platform starts in demo mode until your first real data sync completes. Use this week to explore the dashboard, understand the agent outputs, and invite your team.

Week 2: connect all platforms

Connect your remaining ad platforms and Google Analytics 4. Once real data is flowing, the agent recommendations will reflect your actual account performance. Review the first set of real recommendations. You do not have to approve anything yet.

Week 3: make your first approvals

Pick two or three recommendations you agree with and approve them. Watch the results in the channel health table over the following days. Every approved change is reversible.

Week 4: tune thresholds and review lift

Check the audit log to see every change that was made and its outcome. Adjust thresholds if the agents are surfacing recommendations you consistently reject. The ideal threshold produces three to five recommendations per week that you want to act on.

Monthly business review

On the first of each month, the Insights Agent produces a monthly summary. It includes:

• Total recommendations surfaced
• Approval rate
• Spend moved across channels
• Estimated lift from approved changes
• Segment health trajectory

Use this summary as the opener for your monthly business review. It gives finance and leadership a plain-English account of what the platform did and what it produced.

Reading the Marketing Mix Model output

The MMM overview page shows four hero metrics at the top:

• Total media ROI: weighted average return across all channels in the model
• Media contribution: total revenue attributed to paid media, expressed as a dollar figure and as a percentage of total revenue
• Brand equity trend: baseline revenue growth (revenue not attributed to any media activity)
• Model confidence: rated high, moderate, or low based on R-squared and the R-hat convergence diagnostic

Below the hero metrics, the channel performance table ranks every channel by contribution. The response curve grid shows where each channel sits on its saturation curve. A dot near the left of the curve means you are well below saturation and more spend will produce strong returns. A dot near the right means you are close to saturation and incremental returns are diminishing.

Use the scenario planner (Marketing Mix Model then Scenarios) to model what happens if you shift budget between channels. The planner shows expected contribution change based on the current saturation curves.

MMM refresh cadence

Most teams refresh their Marketing Mix Model weekly. Acera Labs picks up the new curves at the start of the next overnight cycle.

If you refresh monthly, the Media Strategy Agent uses the same curves for the full month. That is acceptable but reduces sensitivity to seasonal shifts and campaign changes.

After each model refresh, check the confidence metrics. If R-squared drops below 0.7, the model may need respecification before you rely on it for budget decisions.

Onboarding a new team member

1. Go to Settings then Team and click Invite.
2. Enter their work email and choose a role: Owner, Approver, or Viewer.
3. They receive an email invitation. Once they accept, they can log in immediately.
4. Approvers can review and approve recommendations from day one. No additional setup needed.

If your workspace uses SSO, the new team member logs in via your identity provider. You still need to assign their role in Acera Labs.

Protecting a campaign from agent recommendations

If a campaign should not receive automated recommendations (brand campaigns, regulated categories, active manual experiments), you can mark it as protected.

Protected campaigns are excluded from the Campaign Operations Agent's recommendation cycle. Protection is visible in the campaign drawer and is revocable at any time.

To protect a campaign: open the campaign in the platform, click the settings icon, and toggle Protected campaign on.

Exporting data

You can export your audit log as JSON from Settings then Audit Log. Individual agent outputs can be downloaded from each agent's history view. Contact support at hello@aceralabs.com.au if you need a full workspace data export.