<b>Your kill rule is lying to you on day 2</b>

<b>Your kill rule is lying to you on day 2</b>
4pm, creative at 1.4x payout in spend, looks dead. Then I checked: 70% of that spend hit users who convert on day 3.
Killing on same-day ROI on a long-lag offer → you murder winners every time.
The move: split your kill threshold by conversion lag. Fast offers (lead gen) → kill at 1.2x payout same-day. Lag offers (deposits, trials) → never kill before you've seen 2 full attribution windows.
Go pull your offer's median time-to-convert. Bet it's longer than your kill timer.

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Доп. контекст по rtb auction dynamics — @BidstreamLab