// APPROACH
My augmented growth approach
I have done the whole chain since 2013 — frontend, technical support, then performance marketing. AI goes in when it changes the result, and stays out the rest of the time.
I scale what works. I fix what leaks. I put AI where it serves, never where it decorates.
Topan Adi Pamungkas · performance marketing · Jakarta, since 2013
// THE WHOLE CHAIN
Media, tracking and code under one roof
Strategy, paid channels, attribution, SEO and the tooling underneath: it all stays in one pair of hands. Nothing gets lost in the handoff between the person who buys the media and the person who instruments it.
Because I came up through engineering, a broken SDK integration or a mis-fired UTM is not something I escalate and then wait on. I read the stack, fix it, and keep the spend honest.
// THE AUGMENTED METHOD
A method is judged by what it hands over
Every milestone hands over something specific: a diagnosis, a validated tracking stack, a cohort dashboard. Nine years of running acquisition budgets taught me to prefer that over a meeting that went well. AI speeds up the production and the reading, never the judgement that decides where the money goes.
Four milestones, one loop
Build
Everything that has to exist before money moves: account structure, tracking, creative, landing page. Built so each part can be read separately — when something works, I know which part did it.
/ deliverable : Account structure, tracking and creative in place
Ship
Live in market, deliberately small at first, against a CAC ceiling written down before launch. A launch is not a bet; it is a question posed cheaply enough to answer.
/ deliverable : Live in market on a written CAC guardrail
Measure
Cohorts, payback and blended CAC, read honestly and on a schedule. A campaign that is running is not a campaign that works until the data has said so.
/ deliverable : Cohort, payback and blended CAC read-out
Learn
What the numbers taught goes straight back into the next build — structure, audience, creative, or the tracking itself. The loop restarts better informed than it began.
/ deliverable : Decisions carried into the next build
// AI AS A NEW LAYER
AI adds to the operator, it does not replace one
AI here is a skill, not a promise. Agents that draft and schedule content, classify creative, watch campaign hygiene and surface anomalies — built on Laravel and Python, wired into the stack that already exists.
What is left is separating the demo from the gain, and that is where most of the time goes. When AI adds nothing to a channel, I say so before building it, not after.
// THE PRACTICE
One operator, accountable end to end
I run acquisition at Gotrade (YC S19) for the Indonesian market and build XerAds alongside it. The same person frames the problem, buys the media, wires the tracking and writes the automation. What I ship stands in for a pitch deck.
Where the method shows up.
Frequent questions.
Selectively, and scoped so it never competes with it. Audits and tracking work fit that shape best; long retainers usually do not. I say which one it is before we start.
Yes, once the tracking has been looked at properly. If the existing setup can be trusted and pushed further, I take it on. If the attribution is broken underneath, that gets fixed first — I will say so before signing.
No. It goes in when the return can be measured and stays out when it would only decorate. Plenty of accounts are held back by a broken UTM convention, not by a missing agent.
Access to the ad accounts, the MMP or analytics, and one person who can answer questions about the business model. Without the last one, the numbers get read out of context.
Tracking fixes show within days. Channel structure and creative usually need two to four weeks of clean data before the read is trustworthy. Payback improvements are a quarter-scale conversation, not a weekly one.
Yes, but never at the same weight. An account with clean tracking spends almost nothing on Build and most of its time in Measure and Learn. The order holds; the volume is set against reality.
Same loop, every project. The size changes what each step costs, never whether it happens.
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