How do you feel when creating rules for a new campaign? You need to estimate lot's of metrics based on the results of your first test launch. If your goal is to drive app installs it's important to know your installs to clicks rate, CTR, the minimum number of clicks before the first install etc. You can use excel, your brain or go to the 3rd party dashboard. But the truth is that you almost never set good working rules from the first time. Because the reality will change. Tomorrow you will need to do the same work. Or you can let AI do this work for you and analyze your funnel and conversion rates in realtime.