Freeze & Fork: Automatic Model Protection on New Channel Connect

We're excited to release a meaningful improvement to how your model handles newly connected ad channels: Freeze & Fork. This update ensures that when you connect a new data source — whether it's a new ad platform or a Google Sheet connector — your existing model results remain completely stable until you're ready to incorporate the new data.

What's changing

Previously, when a new channel was connected to your account, it was automatically added to your active model. This could cause unexpected shifts in attribution results, even though nothing about your actual marketing strategy had changed.

With Freeze & Fork, connecting a new channel now triggers the following:

Your current model is frozen — your dashboard, attribution numbers, and all existing results stay exactly as they are. Nothing changes.
Three variant configurations are generated — each one incorporates your new channel using a different modeling strategy, giving you options for how to best integrate the new data.
You choose the best fit — after reviewing the variant outputs, the best option is promoted to become your new active model configuration. The freeze lifts automatically.

Understanding the three variants

Each variant takes a different approach to handling your existing channel priors alongside the new channel:

Cleared Priors: A fresh start. All existing priors are removed and the model rediscovers every channel's effectiveness from scratch. Best when you're looking for a complete recalibration.
Preserve Existing: Minimal disruption. All of your current priors stay intact and the new channel enters with no prior assumptions. Best when you're happy with your current attribution and just want to add the new channel cleanly.
Relaxed Priors: A middle ground. Existing prior ranges are widened to give the model more flexibility to adjust, while still maintaining directional guidance from historical learning. Best when you want the model to have room to shift without losing all context.

What this means for you

No more surprises — connecting a new channel will never silently change your model results.
More control — you get to compare three strategies and decide which one works best for your business before any changes go live.
Faster onboarding — new connectors (including Google Sheets) can now be connected freely without risk to your active model.

Important note

Promotion of a variant is currently a manual step coordinated with your Prescient team. If you've connected a new channel and want to review your variants, reach out to your account contact and we'll walk you through the options together.

We're eager to hear your feedback! If you have any thoughts, questions, or suggestions, please don't hesitate to share them with us.