BidMatrix Programmatic Overview
BidMatrix Programmatic Overview
The UA AI Diagnostic Playbook
25 mobile growth problems, 100+ checks, and AI prompts that help you find what actually changed
Most UA teams don’t need more AI prompts. They need a faster way to understand what actually changed. CPA jumped. ROAS dropped. A winning creative started fading. A cheap GEO brought users who never converted. This playbook gives you 25 UA diagnostic cards to separate real signals from noise — before you pause, scale, refresh, or report.
Who we are
BidMatrix is an Asia - based digital advertising company with 8+ years of industry experience
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150+ employees across 7 global offices, headquartered in Singapore
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Programmatic business launched approximately one and a half years ago, backed by extensive experience in asia local agency and affiliate network
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Programmatic team members come from leading APAC companies including Mintegral, BIGO Yeahmobi and zMaticoo
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The UA AI Diagnostic Playbook
25 mobile growth problems, 100+ checks, and AI prompts that help you find what actually changed
Most UA teams don’t need more AI prompts. They need a faster way to understand what actually changed. CPA jumped. ROAS dropped. A winning creative started fading. A cheap GEO brought users who never converted. This playbook gives you 25 UA diagnostic cards to separate real signals from noise — before you pause, scale, refresh, or report.
25 UA AI Diagnostic Cards
Performance Problems
[ Growth symptom ]
[ Best tool ]
[ Weak AI ask ]
[ Better AI ask ]
Signals to check
[ Decision rule ]
[ Decision rule ]
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
05
[ Growth symptom ]
CTR improved but CPA got worse
[ Best tool ]
Claude + ChatGPT
[ Weak AI ask ]
Why is this ad not converting?
[ Better AI ask ]
Signals to check
CTR, CVR, CPA, store page message, onboarding, audience intent
Decision rule
Do not call a creative a winner only because CTR is high.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
06
[ Growth symptom ]
Volume suddenly dropped
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Why did volume drop?
[ Better AI ask ]
Signals to check
Spend, impressions, reach, frequency, bids, approvals, audience size
Decision rule
Check delivery and budget limits before changing creatives.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
07
[ Growth symptom ]
One GEO suddenly underperforms
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Why is this GEO bad?
[ Better AI ask ]
Signals to check
CPI, CPA, CVR, retention, language, creative angle, source mix
Decision rule
Do not kill a GEO before checking localization and sample size.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
01
[ Growth symptom ]
CPA jumped in the last few days
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Why did CPA increase?
[ Better AI ask ]
Signals to check
CPI, CTR, CVR, target event rate, spend shift, GEO/source mix, recent changes
Decision rule
Do not pause until tracking, volume, and source/GEO shifts are checked.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
02
[ Growth symptom ]
CPI increased but downstream quality improved
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Why did CPI get worse?
[ Better AI ask ]
Signals to check
CPI, CPA, ROAS, retention, trial/deposit/purchase rate
Decision rule
Do not optimize CPI alone if quality improved.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
03
[ Growth symptom ]
ROAS dropped after scaling
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Why did ROAS drop?
[ Better AI ask ]
Signals to check
Spend increase, ROAS by cohort, GEO, source, creative, frequency
Decision rule
Do not cut too fast if cohorts are still immature.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
04
[ Growth symptom ]
Installs increased but events dropped
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Why are users not converting?
[ Better AI ask ]
Signals to check
Install volume, event CVR, source mix, GEO mix, creative promise, event setup
Decision rule
Treat cheap volume as risky until downstream events prove quality.
25 UA AI Diagnostic Cards
[ Growth symptom ]
[ Best tool ]
[ Weak AI ask ]
[ Better AI ask ]
Signals to check
[ Decision rule ]
[ Decision rule ]
Creative Problems
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
08
[ Growth symptom ]
A winning creative is fading
[ Best tool ]
ChatGPT + Claude
[ Weak AI ask ]
Is this creative tired?
[ Better AI ask ]
Signals to check
CTR trend, CPA trend, frequency, spend, audience, bid changes
Decision rule
Refresh before replacing if the core angle still works.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
09
[ Growth symptom ]
CTR is slowly declining
[ Best tool ]
Claude
[ Weak AI ask ]
How do we improve CTR?
[ Better AI ask ]
Signals to check
CTR by day, first 3 seconds, frequency, audience, format
Decision rule
Do not change the whole concept if only the hook is weak.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
10
[ Growth symptom ]
New creatives keep losing to old winners
[ Best tool ]
Claude
[ Weak AI ask ]
Why are new creatives bad?
[ Better AI ask ]
Signals to check
Hook, promise, proof, pacing, CTA, audience fit
Decision rule
New creatives should evolve the winning logic, not abandon it.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
11
[ Growth symptom ]
Hook works in one GEO but fails in another
[ Best tool ]
Claude
[ Weak AI ask ]
Localize this creative.
[ Better AI ask ]
Signals to check
GEO, language, cultural context, CTR, comments, store CVR
Decision rule
Do not localize words only; localize the reason to care.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
12
[ Growth symptom ]
Creative refresh made performance worse
[ Best tool ]
ChatGPT + Claude
[ Weak AI ask ]
Why did the refresh fail?
[ Better AI ask ]
Signals to check
Old vs new metrics, script, visuals, audience, placement
Decision rule
Roll back if the refresh removed the original winning signal.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
13
[ Growth symptom ]
Many creatives get clicks but weak users
[ Best tool ]
Claude + ChatGPT
[ Weak AI ask ]
Why are users low quality?
[ Better AI ask ]
Signals to check
CTR, event CVR, retention, reviews, store page, ad claim
Decision rule
Avoid scaling clicky creatives that damage downstream quality.
25 UA AI Diagnostic Cards
[ Growth symptom ]
[ Best tool ]
[ Weak AI ask ]
[ Better AI ask ]
Signals to check
[ Decision rule ]
[ Decision rule ]
Market / Source Problems
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
14
[ Growth symptom ]
Cheap GEO brings weak users
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Is this GEO good?
[ Better AI ask ]
Signals to check
CPI, CPA, retention, purchase/ deposit/trial rate, fraud signals
Decision rule
Cheap installs are not growth unless quality follows.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
15
[ Growth symptom ]
Partner traffic looks “too good”
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Is this partner good?
[ Better AI ask ]
Signals to check
Install volume, event depth, retention, fraud, source transparency
Decision rule
Do not trust low CPI without downstream validation.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
16
[ Growth symptom ]
One source scales but quality drops
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Should we keep scaling this source?
[ Better AI ask ]
Signals to check
Spend curve, CPA, retention, sub-source,
GEO, placement
Decision rule
Scale only the segments that preserve quality.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
17
[ Growth symptom ]
New market starts strong, then collapses
[ Best tool ]
ChatGPT + Perplexity
[ Weak AI ask ]
Why did this market stop working?
[ Better AI ask ]
Signals to check
Reach, frequency, CTR, CPI, CPA, competition, localization
Decision rule
Do not assume early market performance is stable.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
18
[ Growth symptom ]
Fraud signals are unclear
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Is this traffic fraudulent?
[ Better AI ask ]
Signals to check
CTIT, retention, event timing, device patterns, source split
Decision rule
Escalate suspicious patterns, but don’t accuse without evidence.
25 UA AI Diagnostic Cards
[ Growth symptom ]
[ Best tool ]
[ Weak AI ask ]
[ Better AI ask ]
Signals to check
[ Decision rule ]
[ Decision rule ]
Data / Tracking Problems
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
19
[ Growth symptom ]
Metrics changed after app update
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Why did performance change?
[ Better AI ask ]
Signals to check
App release date, event firing, funnel CVR, campaign changes
Decision rule
Check product/tracking before blaming media.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
20
[ Growth symptom ]
MMP and ad platform disagree
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Which number is right?
[ Better AI ask ]
Signals to check
Attribution windows, time zones, event definitions, SKAN, delays
Decision rule
Use one source of truth for decisions.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
21
[ Growth symptom ]
Attribution window makes channels look unfair
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Compare these channels.
[ Better AI ask ]
Signals to check
Click/view windows, conversion lag, channel type, goal
Decision rule
Do not compare channels without attribution context.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
22
[ Growth symptom ]
Event volume is too low to decide
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Should we pause this?
[ Better AI ask ]
Signals to check
Spend, installs, events, days live, variance
Decision rule
No budget decision without minimum data threshold.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
23
[ Growth symptom ]
Team wants to scale after one good day
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Should we scale?
[ Better AI ask ]
Signals to check
Days live, event volume, variance, ROAS lag, budget jump
Decision rule
One good day is not a scaling signal.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
24
[ Growth symptom ]
Team wants to pause after one bad day
[ Best tool ]
ChatGPT
[ Weak AI ask ]
Should we pause?
[ Better AI ask ]
Signals to check
3–7 day trend, volume, changes, source mix, tracking
Decision rule
One bad day is not a pause signal.
Separate this CPA increase into auction, creative, funnel, tracking, GEO mix, and source quality causes. Rank each cause by evidence and missing data.
CPI, CTR, CVR, target event rate, spend shift, GEO/ source mix, recent changes
Do not pause until tracking, volume,
and source/GEO
shifts are checked.
25
[ Growth symptom ]
AI gives a confident recommendation
[ Best tool ]
Claude
[ Weak AI ask ]
Is this recommendation right?
[ Better AI ask ]
Signals to check
Missing data, assumptions, confidence, business context
Decision rule
Never accept AI confidence as evidence.
The UA AI Diagnostic Playbook
25 mobile growth problems, 100+ checks, and AI prompts that help you find what actually changed
Most UA teams don’t need more AI prompts. They need a faster way to understand what actually changed. CPA jumped. ROAS dropped. A winning creative started fading. A cheap GEO brought users who never converted. This playbook gives you 25 UA diagnostic cards to separate real signals from noise — before you pause, scale, refresh, or report.
Final Checklist
Before you change budget, pause a source, or call a creative a winner
Is the data volume big enough?
Are date ranges consistent?
Did tracking or attribution change?
Did budget, bids, or audience change?
Did GEO/source mix change?
01
02
03
04
05
07
s there cohort lag?
Are we optimizing the right KPI?
25 mobile growth problems, 100+ checks, and AI prompts that help you find what actually changed
Most UA teams don’t need more AI prompts. They need a faster way to understand what actually changed. CPA jumped. ROAS dropped. A winning creative started fading. A cheap GEO brought users who never converted. This playbook gives you 25 UA diagnostic cards to separate real signals from noise — before you pause, scale, refresh, or report.
05
08
Did AI explain its logic?
Did AI show what evidence is missing?
09
10
Did a human UA owner approve the final action?
06
Final Checklist
Before you change budget, pause a source, or call a creative a winner
Check this first:
-
Is the data volume big enough?
-
Are date ranges consistent?
-
Did tracking or attribution change?
-
Did budget, bids, or audience change?
-
Did GEO/source mix change?
-
Is there cohort lag?
-
Are we optimizing the right KPI?
-
Did AI explain its logic?
-
Did AI show what evidence is missing?
-
Did a human UA owner approve the final action?
Creative Problems
Performance Problems
[ Growth symptom ]
[ Best tool ]
[ Weak AI ask ]
[ Better AI ask ]
Signals to check
[ Decision rule ]
A winning creative is fading
ChatGPT + Claude
Is this creative tired?
Identify whether this looks like creative fatigue or a media buying change. Compare early vs recent performance and suggest refresh options that keep the winning angle.
CTR trend, CPA trend, frequency, spend, audience, bid changes
Refresh before replacing if the core angle still works.
08
CTR is slowly declining
Claude
How do we improve CTR?
Diagnose whether the opening hook, visual pattern, offer, audience saturation, or format is losing attention. Suggest 5 refresh directions.
CTR by day, first 3 seconds, frequency, audience, format
Do not change the whole concept if only the hook is weak.
09
New creatives keep losing to old winners
Claude
Why are new creatives bad?
Compare new concepts against the old winner. What core promise, emotion, format, or proof point did the new versions lose?
Hook, promise, proof, pacing, CTA, audience fit
New creatives should evolve the winning logic, not abandon it.
10
New creatives keep losing to old winners
Claude
Why are new creatives bad?
Compare new concepts against the old winner. What core promise, emotion, format, or proof point did the new versions lose?
Hook, promise, proof, pacing, CTA, audience fit
New creatives should evolve the winning logic, not abandon it.
11
Demand (Budgets & Partnerships)
[ Growth symptom ]
Strong & Diversified Demand
+ In-house DSP with direct advertiser relationships
+ Strong presence in E-commerce, Gaming and App Growth campaigns
+ Access to top-tier advertiser budgets including:
+ Partnerships with 60+ DSPs globally
[ Growth symptom ]
Budget Structure
+ 70% Performance
+ 30% Branding
[ Growth symptom ]
Budget Sources
+ Direct advertisers
+ Local agencies
+ Leading DSPs
[ Growth symptom ]
Core Demand Markets
+ North America
+ Europe
+ Southeast Asia
+ Latin America
[ Growth symptom ]
What This Means for Partners
+ Stable and scalable demand
+ Ability to support both performance and branding objectives
+ Flexible buying strategies across multiple inventory types
Supply (Traffic & Quality)
Premium Global Inventory
[ Growth symptom ]
Traffic Distribution
+ 80% In-App
+ 20% CTV
[ Growth symptom ]
Global Coverage
North America
Europe
APAC
LATAM
LATAM
[ Growth symptom ]
O&O Ecosystem
+ Nearly 100 direct O&O applications
+ Four key verticals:
Tools
Short Drama
Gaming
Social
Social
[ Growth symptom ]
Exclusive Inventory
+ Premium OEM traffic (ZTE)
+ Premium Asia OTT inventory (iqiyi)
+ Direct Mintegral inventory
+ Direct partnerships with leading SSPs including:
Unity
Liftoff
Mintegral
Verve
BidMachine
BidMachine
[ Growth symptom ]
Ad Formats Supported
Banner
Video
Native Interstitial
Rewarded Video
CTV
Rewarded Video
[ Growth symptom ]
Technology
+ Proprietary BidMatrix SDK launching this Month
+ Initial rollout across nearly 100 O&O applications
[ Growth symptom ]
HUMAN
+ Currently in the final contracting stage
[ Growth symptom ]
Pixalate
+ 100% Pre-Bid & Post-Bid IVT Scanning
What This Me ans for Partners
+ Stable and scalable demand
+ Ability to support both performance and branding objectives
+ Flexible buying strategiesa across multiple inventory types
Pixalate
+ 100% Pre-Bid & Post-Bid IVT Scanning
HUMAN
+ Currently in the final contracting stage
Why BidMatrix
01
Strong APAC Demand Access
02
Premium Global Supply
03
Nearly 100 O&O Apps
04
Exclusive OEM & OTT Inventory
05
Upcoming Proprietary SDK
06
100% IVT Protection
07
Flexible Demand & Supply Collaboration Models