sergeyizmailov Senior Buyer Ops
The layer above the four adapters (buy / survive / count / measure): they tell you HOW; this tells you WHAT to decide as the person accountable for a portfolio and a team's numbers. Call the adapters in order; this file owns the decisions between them.
Route by platform, then by layer:
| Layer | Meta | |
|---|---|---|
| Buy mechanics | meta-ads |
google-ads |
| Infra / launch / survival | meta-grey-ops |
google-grey-ops |
| Retail data layer | — | google-feed-ops |
Scope: Meta (FB/IG) + Google Ads only — no Microsoft Ads, TikTok, or other networks.
Platform-agnostic: trackers/metrics → tracker-ops · is-a-result-real →
measurement-experimentation-ops · portfolio & cadence →
references/01-portfolio-and-cadence.md · creative production →
references/02-creative-ops.md · funnel QA → references/03-funnel-ops.md ·
automated kill/scale rules that survive small samples →
references/04-automated-rules.md · which automation pipe (API/MCP/CSV/Sheets)
for agent vs human → references/05-automation-channels.md · platform is Google → also read references/06-google-lane.md (contract additions, structure-doctrine rationale, channel detail).
Do not port structure doctrine between platforms — Google splits by intent and unit economics, not by campaign count; merging price tiers/funnel stages the way Meta rewards fails there (mechanics: references/06-google-lane.md).
Before you scale or kill on a difference, confirm it's real, not noise
(measurement-experimentation-ops): the kill/scale ladder and marginal-scaling
math below assume a MATURED, non-contaminated result.
Operating contract (pin on day 1, in writing — before any spend)
The single most expensive mistake is optimising against the wrong definition. Get these from the TL explicitly, don't infer:
- Payout event — WHICH tracker status/measure pays (lead? reg? FTD? qualified FTD? confirmed COD?). Everything downstream is priced on this.
- Downstream stages + conversion lag — how long until the payout event matures (call-center confirm / deposit / KYC). Sets your judging window.
- Caps — daily/total offer caps; traffic past a cap is unpaid.
- KPI + targets — target CPA/CPL, and the QUALITY metric the advertiser judges later (reg→FTD, confirm %, scrub rate).
- Timezone and currency of every ad account — the tz used for every daily
number and the sheet. Google serving-account tz/currency are permanent
(
google-grey-ops/07). Meta change closes the account and opens a new act ID (meta-grey-ops/08). A mismatch is overhead for the life of the seat. - Naming + mapping — the campaign-name convention and the Meta-macro→tracker- param mapping that makes it split (tracker-ops mapping contract).
- Reporting source of truth — which sheet/dashboard is authoritative and by when each day.
- Responsibility zones + escalation — who owns accounts/creatives/tracker/ payments; who to ping on a ban wave, a tracking break, a billing hold.
Missing any of 1-8 = you are flying blind; resolve before launch.
When the platform is Google, the contract above gets three more items (conversion-action hygiene, offline-import availability, per-geo certification) — references/06-google-lane.md.
Two 2026 facts that change portfolio decisions
Moved to references/01-portfolio-and-cadence.md (§ 2026 market facts) — they are the most
perishable claims in this skill; re-verify there by 2026-10-01 (post-Sept-1 AI Max migration).
Cadence
- Daily: spend→cost sync (tracker-ops) → per-account CPL vs target → kill/watch/ scale (01) → update watchlist → report before the deadline.
- Weekly: portfolio review — winner migration, replacement queue, creative backlog health, buyer/stock comparison (01).