Performance Compact

No platform can honestly guarantee ROAS for every business. Your offer, website, market, and creative all matter. If someone sells you "guaranteed ROAS," treat it as marketing, not a contract.

The homepage Campaign Intelligence Brief is also not a promise: figures are labeled Estimated on purpose. Estimated reach is not a delivery contract.

On the homepage and pricing page you can paste a public website URL and get a Campaign Intelligence Brief: a short read of what the business appears to be, a competition tier, recommended daily spend bands, a learning timeline, estimated mobile-web reach for a daily budget, and an illustrated cost of entry. No account is required to generate a brief.

What it is: a planning aid. We scrape the homepage (via Firecrawl), classify the market, and combine that with published industry Search advertising benchmarks and our mobile-web reach math (the same estimateLaunchDailyImpressions helper used in Campaign setup).

What it is not: a guarantee of impressions, visitors, leads, sales, or return on ad spend; a predicted ROAS/CPA for your business; a delivery contract, makegood, or bid for media. Industry CPL/CPC figures are directional context from WordStream by LocaliQ, 2026 Search benchmarks (US) (Search advertising benchmarks, not Waverunner delivery history).

Estimated reach is an impressions range from typical mobile-web ad costs for a daily budget. It is not a delivery contract. Starting from the brief signs you in with your website URL only: budget fields in the brief are for orientation and are never written to the handoff URL.

Results come from your own website tag: cost per conversion as soon as wins count, and return on ad spend (ROAS) once you set what a win is worth (or send real order amounts). An honest dash when we cannot measure. Never invented dashboard numbers.

Platform dashboards (Meta, Google, streaming) report their own view of delivery. Waverunner's ROAS and CPA use your first-party tag (site visits and conversions on your website), so the number stays yours even when browsers block third-party cookies.

Cost per conversion (CPA) works as soon as conversions count. Return on ad spend (ROAS) needs a dollar value on those wins. When we cannot measure (no tag, or conversions with no value), we show an honest dash, never a fake 0.00×. Autopilot still optimizes for cost per conversion until you set values.

Audience activation and funnel tuning run every hour. Creative, journey-stage budget, segment, and bidding decisions run daily from your site data, with a larger weekly journey mix pass and monthly holdout readout. On live campaigns, Autopilot retires weak interest segments, promotes reserves, refills the bench when it runs dry, can swap demographic filters when delivery stalls, and can rescue under-delivery without pausing the campaign. Every decision is logged so you can see what changed.

Your daily budget is the most you authorize that day. Prepaid wallet, campaigns pause when funds run out, and you never wake up to a surprise bill. Wallet & billing covers how media shortfalls are handled.

Analysis and a Launch pack of ads start on creation credit. You pay from your wallet when campaigns run, not to see what we built.

A weekly email digest plus an in-app Autopilot feed surface what the system did, so performance is visible, not a black box.

After launch, Home shows an Autopilot feed of recent decisions. Every Monday you also get a weekly email digest of spend, conversions, and cost per conversion: plain language, no jargon wall.

Last-touch attribution drives billed results, wallet charges, and ROAS. Assisted conversions on the Performance tab show when another channel on the same campaign touched someone earlier (a click, household view, or person-resolved view) before a different channel got last-touch credit. Assists are reporting-only: they do not move money. Funnel campaigns show Mobile web and TVas separate platform cards (from real line-item delivery), not one combined open-inventory row. Channel cards are what the campaign buys; the Devices & locations and publisher sections show where ads showed. Desktop may appear as an observed device even though it is not offered as a channel on the picker.

Path breakdowns can overlap; the headline assist count is the distinct union, not a sum. Person-resolved assists need overnight identity matching, so coverage can lag. Soft-credit scores used by Autopilot look at a recent window and can nudge journey-stage budgets; they never change last-touch ROAS or wallet charges. Platform cards show all-time assists.

The Lift scorecard is a separate causal check (holdout, overlap, halo). When a holdout read is still inconclusive, we say so and do not reshuffle holdout states mid-flight. Start a new campaign if you need a fresh causal map.

• Install tracking so site conversions can power CPA, and set what a win is worth when you want ROAS.
• Wallet & billing for ceilings, credits, and auto-refill.
• Campaigns for budgets, flights, and the live Performance tab.