Signal quality scores your dashboard is missing

Reach and impression growth are easy to celebrate. Signal quality—overlap rate, upload error frequency, and post-sync latency—tells you whether scale is real.

We recommend a simple 1–5 score per segment updated weekly. A segment at 2/5 might still perform short term; at scale it will amplify waste.

The scoring rubric uses five checks: source freshness, exclusion coverage, platform match rate, holdout test recency, and stakeholder sign-off. None require exotic tooling.

When a segment drops below 3 for two weeks, it enters review before budget increases. This discipline sounds bureaucratic until you compare it to the cost of a single bad scale week.