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Waterdrop

Consumer brands · Paid media

Content CPM, from $4.90 to $3.09.

Waterdrop linked each creative to spend and impressions, found where budget was going to costly placements and adjusted the allocation. The client reported content CPM falling from $4.90 to $3.09.

Europe & US · DTC beverageCreative-level budget allocation
PROJECT RESULTHow the result is measured
BEFORE$4.90

content CPM

AFTER$3.09

content CPM

−37%

content CPM

$4.90 → $3.09, rounded reduction

Client-reported · Content CPM

before
$4.90

Client-reported content CPM

after
$3.09

Content CPM in the same case

01 / DATA FOUNDATION

Connect the data. See what to do next.

Creative records link ad delivery, spend and impressions.

How information connects across the workflow
  1. 01Creative records
  2. 02Delivery records
  3. 03Spend
  4. 04Impressions
What the team can do with it

The team can see what each creative costs and where budget may need to move.

02 / THE GROWTH LOOP

Four stages. A clear change at each step.

See the problem, decide what to change, act, and carry what works into the next round.

  1. 01See all

    AFTER

    Trace spend to the creative

    BEFORE

    Spend is visible. The reasons are not.

    Evidence linked to each creative
    01Creative
    02Delivery
    03Spend
    04Impressions

    Existing account identifiers link each creative

    Workflow illustration
    See the approach and evidence

    The challenge

    Creative performance and spend were visible, but allocation still depended on the reporting cycle. During live delivery, aggregate costs did not directly identify which set was absorbing disproportionate budget.

    How it works

    The workflow links creative-level ad delivery, spend and impressions through existing account identifiers. Each finding points back to its source records, so the team can check where the budget went.

    What changes

    Budget problems can be spotted while campaigns are running. The client said the first audit identified the mismatch that day.

  2. 02Decide

    AFTER

    Find costly creative. Check the records.

    BEFORE

    Averages conceal differences

    Check the records behind the recommendation
    1. 01Compare creative groups
    2. 02Find costly allocations
    3. 03Check source records
    Workflow illustration
    See the approach and evidence

    The challenge

    A high total cost does not identify which set to change. A campaign average can also conceal differences between efficient creative and a more expensive set within the same mix.

    How it works

    The team compares creative groups and checks how much budget the costly ones receive. Recommendations link back to delivery records, showing which spend to move and why.

    What changes

    Everyone can check the same evidence before agreeing on a budget change.

  3. 03Act

    AFTER

    Shift spend. Measure the change.

    BEFORE

    Wait for reports while spend continues

    Content CPMShared scale · 0–$5.00

    Before$4.90
    After$3.09
    Client-reported · This budget change and reporting period
    See the approach and evidence

    The challenge

    There was a gap between identifying a problem and acting, while the original allocation continued spending. An analysis report alone did not change the live campaign.

    How it works

    After checking the records, the team moved budget toward the more efficient creative group. It measured the change using the agreed metric and reporting period.

    What changes

    The client reported content CPM falling from $4.90 to $3.09, about 37%, for this budget change and reporting period.

  4. 04Keep

    AFTER

    Keep the reasoning with the result

    BEFORE

    Results without decision context

    The reason, the measure, the result
    1. 01Evidence
    2. 02Measure
    3. 03Outcome

    Use the record to inform the next budget decision

    Workflow illustration
    See the approach and evidence

    The challenge

    An improved number alone does not preserve why a move was made. Keeping only wins also hides failed judgments and can encourage repeating the same move under different conditions.

    How it works

    The record keeps the evidence, the agreed measurement and the outcome together. Unsuccessful and inconclusive results remain visible alongside wins.

    What changes

    Later decisions can use what happened before, while checking whether the same approach fits the new campaign.

Bring what you learn into the next round

03 / WHAT THE NEXT ROUND CAN BUILD ON

Budget decisions the team can learn from

Keep the reason for each change, how it was measured and the result. Use those records to inform the next allocation, then check them against new performance.

Sources & measurement
Workflow & reuse
The four stages and diagrams explain the project records: how information supports the team’s work and what can be reused. These cases do not verify automatic model training or autonomous decision-making.
Source
Adapted from the Panoverse Waterdrop case, which labels this result a client statement. We have not independently recalculated the delivery records.
Calculation
($4.90 − $3.09) ÷ $4.90 ≈ 36.9%, rounded to 37% in the headline.
Scope
We retain the source's term, content CPM. The public case does not specify dates or a full denominator definition. This is not a claim about account-wide performance or revenue.
Read the original Panoverse case

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