/marketing-loops

Loop State & Run Logging

Idempotency is only real if the loop can remember what it already did between runs. This reference defines where that state lives and how to log runs — so loops don't double-act, re-nag the same people, or re-alert the same issue.

Where state lives

Persist each loop's state in a file under .agents/loops/ — the same .agents/ convention this repo uses for product-marketing.md and listening-sources.md. One state file per loop:

.agents/loops/<loop-name>.json     # the loop's memory
.agents/loops/<loop-name>.log      # append-only run log

If your scheduler or platform provides its own dedupe/cursor storage, use that instead — the point is durable state, not the specific file. Never keep state only in memory; a loop that forgets on restart will repeat itself.

What to store

A state file holds whatever the loop needs to not repeat itself:

{
  "loop": "churn-signal",
  "last_run": "2026-07-01T09:00:00Z",
  "cursor": "2026-06-30T23:59:59Z",        // watermark — only process items newer than this
  "handled": ["acct_1042", "acct_1077"],    // dedupe keys already acted on
  "cooldowns": {                             // entity -> next-eligible timestamp
    "acct_1042": "2026-07-15T00:00:00Z"
  },
  "in_flight": ["exp_pricing_v3"],           // actions/tests currently open
  "counters": { "acct_1042_attempts": 2 }    // e.g. dunning/win-back attempt counts
}

• cursor / watermark — the high-water mark of what's been processed (a timestamp or last ID). The loop only looks at items past it.
• handled — dedupe keys for items already acted on, so re-runs skip them.
• cooldowns — per-entity suppression windows so you never re-contact someone inside the window.
• in_flight — open items (running tests, active interventions) so the loop doesn't start a conflicting one.
• counters — attempt counts that drive stop conditions (e.g., "after 2 win-back emails, stop").

Keep state small and prune it: expire old handled/cooldown entries once they're past their window.

Idempotency patterns

• Watermark: process only items newer than cursor; advance cursor at the end of a successful run. Safe to re-run — it won't reprocess.
• Dedupe set: before acting on an item, check its key against handled; add it after acting.
• Cooldown map: before contacting an entity, check cooldowns[entity]; set it after contact.
• In-flight guard: before starting an action that shouldn't overlap (a test, an intervention), check in_flight.

Run logging

Append one line per run, whether or not it acted. This is the audit trail and the vanity-loop detector.

2026-07-01T09:00Z  checked=312  acted=2   note="2 accounts newly at-risk, interventions staged"
2026-07-02T09:00Z  checked=298  acted=0   note="no action"
2026-07-03T09:00Z  checked=305  acted=0   note="no action"

Log at minimum: timestamp, how many items checked, how many acted on, and a short note. Use it to answer two questions:

• Is it a vanity loop? If every run is acted=0 for weeks and nobody misses it — or it acts every run (a sign it's chasing noise) — reconsider it.
• Did it double-act? Two runs acting on the same entity means the dedupe/cooldown state isn't working.

Resetting & backfilling safely

• To reset a loop, clear its cursor/handled — but keep cooldowns so a reset doesn't spam people who were recently contacted.
• On first run (no state yet), set the watermark to "now" rather than processing all history, or you'll blast every historical item. If you genuinely want a backfill, do a dry run first (log what it would do, act on nothing) and respect cooldowns.
• Never log raw PII in state or run logs — use IDs or hashes (see loop-guardrails.md).