Plan Update, Revise & Replanning

Objective

Keep approved media plans aligned with reality — per plan track (always-on, branding, special day, engagement) and at master level when the budget envelope changes. Tactical changes happen via optimization (within guardrails); when drift or strategy shifts accumulate on a track, that track gets a new plan version (vN+1) — not ad-hoc platform edits without documentation.

Three modes:

Mode	What changes	New plan version?	Approval
Optimization	Bids, budgets, audiences, creative rotation within guardrails	No — updates `execution_manifest` + `change_set`	Auto or human if over threshold
Plan revise	Reflects accumulated optimizations into plan text (budget flight, channel mix, KPI targets)	Yes — `vN+1` revise	Planner (+ client if budget up)
Full replan	New channel, objective, geo, or structural campaign model	Yes — `vN+1` replan	Planner + client

When to optimize vs revise vs replan

Situation	Path
±10% budget shift within same structure	Optimization only
Cumulative channel budget drift >15% vs approved plan (rolling 30d)	Plan revise (recommended by Reporting / Optimization Agent)
KPI target adjustment (same objective, new CPA/ROAS target)	Plan revise
Seasonal budget flight update (same channels)	Plan revise (per track)
Special-day date or budget shift	Plan revise on event track (or new `plan.event.draft`)
New branding flight alongside always-on	New track + `plan.track.draft`
Engagement burst (organic + engagement ad)	Engagement track revise or event draft
New channel added (e.g. add TikTok)	Full replan
KPI change (leads → purchases)	Full replan
New geo or market entry	Full replan
Pause all spend	Optimization hold or plan revise with zero flight

Inputs

track_id (always_on, branding, engagement, event_{slug}, …)
Current approved plan version vN for that track
Master plan caps (if revise affects envelope)
execution_manifest slice for the track
optimization_log for the track since vN approval
Trigger: client request, reporting recommendation, optimization drift threshold, seasonality calendar
Performance summary from Reporting Agent (GA4 primary)

Outputs

New MediaPlan version vN+1 in draft (type: revise or replan)
Structured diff vs vN + diff vs live manifest (what optimizations already applied)
plan_revise_summary for client dashboard and weekly report
Approval workflow identical to initial planning (lighter SLA for revise)
On approval: Execution aligns any remaining delta; supersede vN; reports anchor to vN+1

End-to-end flow (optimization → revise → report)

Workflow (plan version creation)

Version history

All versions retained indefinitely:

approved_at, approved_by
Full payload snapshot
Link to execution_manifest entries

Client communication

Summary of changes in client-facing language
Before/after budget table
Expected KPI impact (qualitative in Phase 0; predictive in later phases)

Human touchpoints

All replans require planner approval
Client sign-off for budget increases > threshold
Compliance review if messaging/objective changes

Optimization → plan revise triggers (automated)

Signal	Threshold (default)	Action
Cumulative budget drift by channel	>15% vs `vN` flight (30d rolling)	Create `plan.revise.recommended` ticket
Guardrail approvals count	>5 human spend approvals in 14d	Suggest plan revise to codify new caps
KPI miss duration	Primary KPI below target 21d	Reporting proposes revise or replan
Structural optimization blocked	Agent blocked 2× on "structural" change	Auto-escalate to replan draft
Seasonality calendar	14d before configured flight change	Pre-draft revise for planner review

Recommendations do not auto-approve — they create HITL tickets and optional draft vN+1 in draft.

SLA

Plan revise draft: 1 business day
Full replan draft: 2 business days
Approval: 1–3 business days (client dependent)