Search intelligence platform Adthena has made it official, the launch of Decision Intelligence, a cutting-edge diagnostic feature that aims to revolutionize the way digital marketers figure out and tackle the changes in the performance of both paid search and the newest AI search channels.
Instead of marketing teams finding it necessary to dissect intricate data dashboards and multi-variable reports, this new tool enables users to pose natural language questions about their specific issues, e.g. rising costs per click (CPC), growing costs per acquisition (CPA), decreasing conversion rates (CVR), or sudden traffic drops. Decision Intelligence however comes up with a prioritized list of customized, feasible steps with the estimated business results.
Unifying Internal Performance Data with External Market Intelligence
A major challenge for search engine marketing (SEM) teams is that standard advertising interfaces, including Google Ads, offer visibility strictly into an advertiser’s own account metrics. They fail to capture real-time competitive dynamics occurring across the broader search landscape.
Adthena’s Decision Intelligence closes this insight gap through the cross-analysis of two very different data streams: a company’s own account performance data and the real-time market movement externally. Through continuous surveillance of competitors’ auction entries, bidding schedules, keyword targeting strategies, and ad copy updates over time, the system determines whether a change in performance is due to internal campaign settings or a more general competitive pressure across the market.
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Key features and operational capabilities of Decision Intelligence include:
Natural Language Problem Solving: Enables search teams to submit plain-language performance inquiries to instantly surface root-cause diagnostics.
Competitive Auction Intelligence: Isolates external market activity to reveal how competitor bid changes and messaging updates impact brand campaign efficiency.
Prioritized Action Plans: Delivers step-by-step action plans—such as negative keyword adjustments, bid strategy recalibrations, budget reallocation, and creative revisions along with explicit trade-off analyses.
Custom Constraint Modeling: Integrates brand-specific operational constraints into its recommendation engine, accounting for legal review cycles, regulatory requirements, and historical strategy exclusions.
Multi-Scenario Impact Forecasting: Evaluates potential performance outcomes across multiple execution scenarios, allowing marketers to select strategies that align best with their core KPIs.
Executive Insights on Search Performance Diagnostics
“Marketers don’t wake up wanting another report. They wake up with a problem. Costs are climbing, conversions are down, budget is under pressure, and they need to know what to do about it,” said Paul Felby, Chief Product and Technology Officer at Adthena. “Decision Intelligence starts there. They bring us the problem in their own words, and we investigate both their account and the market around it to tell them not just what changed, but why, and what to do next.”
Cross-Platform Connectivity and Human-in-the-Loop Control
To keep human control and regulatory adherence, Decision Intelligence only operates as an advisory tool; all decision-making is firmly in the hands of the marketer, because of this ensuring that no automatic changes are made to client live accounts without their consent.
This feature initially connects data from Google Ads, Google Search Console, Google Analytics 4 (GA4), Search Ads 360, Adobe Analytics, and OpenAI Ads in a unified way. This multi-platform integration allows marketers to have a full and complete view that goes beyond standard search networks and conversational AI advertising surfaces. Adthena is very much working on broadening its platform coverage and the next additions are expected to be Microsoft Advertising Meta Amazon LinkedIn TikTok, and Reddit.