Media Plan Intelligence

An AI agent that reviews your media plan weekly and recommends specific budget reallocations to keep you on goal.

Media Plan Intelligence is an AI automation that runs against a media plan on a schedule (usually weekly). It reads:

• The plan's flight, total budget, and KPI targets.

• Actual spend and performance per channel from your connections.

• Pacing and performance gaps.

Then it generates a recommendation — usually a specific reallocation between channels.

Example output

"Meta is underpacing at 62% of plan with ROAS at 4.5. Google Ads brand is overpacing at 118% with ROAS at 1.9. Recommend shifting $1,500/week from Google Ads brand to Meta prospecting. Net ROAS estimate: 2.8 → 3.2."

The recommendation is human-readable, references specific channels and dollar amounts, and shows the projected impact.

[Screenshot needed] Media Plan Intelligence email showing the structured recommendation: situation summary, specific actions, projected impact.

Setup

Once you have a media plan:

1. Open the plan detail page.

2. Click Add automation → Media Plan Intelligence.

3. Set recipients (the marketing operator, usually) and a weekly schedule.

4. Save.

The plan now has an attached MPI automation. It runs on the schedule, but you can also click Run to trigger immediately.

What the agent considers

• Pacing — actual spend vs plan, week by week.

• Performance — actual KPIs vs targets.

• Trend — improving or deteriorating week-over-week.

• Saturation signals — borrows from Audience Decay Monitor and Ad Fatigue Detector if those automations are running on the same connections.

• Flight remaining — time-weighted; recommendations get more aggressive as flight end approaches.

What it doesn't do

• Auto-execute changes. All recommendations are advisory. SMAQ never spends your money on its own.

• Override your strategic intent. If you've notes saying "minimum 30% in Meta for brand," it respects that.

• Account for off-platform context SMAQ can't see — competitor launches, supply chain, news. Human judgment still required.

Tips

• Run weekly, not daily. Daily recommendations are noisy because per-day variance dominates per-week trend.

• Read the recommendation, then check it against your gut. Most weeks, MPI is right. The 10% where it's wrong, your judgment catches it.

• Document why you didn't take a recommendation. Future-you will appreciate the breadcrumb.

Tier availability

• Scale & Agency — fully available.

• Starter, Growth — not available.

Related

• Media Plans overview.

• Budget Pacing Alert — pacing-only alerts (lighter than MPI).

• Command Center — cross-plan view for agencies.