Distribution

Oct 2024 to Sep 2026Updated just now16 of 25

16of 25▲ 4

Is spend structured and measured so it can grow?

Five checks, each out of 5, in the order they are usually fixed. The score, the reason and the evidence sit on the left; the chart or table that proves it on the right.

Account architecture

Does every campaign have one purpose, and is brand spend kept separate?

3/ 5▲ 1

measured from the accountsuggested band 2

Six live campaigns for a $465k month; one purpose split across three.

2 · 2 of 4 architecture conditions; 6 live campaigns; brand leak 14%
Benchmark source: Blue Sense

Campaigns, audience and spend in the last 30 days

Campaign	Audience	Spend 30d	Freq.
SN_NZ_Cold_ASC Meta · OUTCOME_SALES	new	$9,100	1.6
SN_NZ_Cold_Test Meta · OUTCOME_SALES	new	$2,300	1.3
SN_NZ_Existing Meta · OUTCOME_SALES	existing	$1,200	28.5
SN_NZ_Engaged Meta · OUTCOME_SALES	engaged	$400	13.3
SN_NZ_PMax Google · PERFORMANCE_MAX	non-brand	$2,067	–
SN_NZ_Shopping Google · SHOPPING	non-brand	$1,033	–
SN_NZ_Brand Google · SEARCH	brand	$300	–

Signal and tracking

Does the platform's number track what the business actually makes?

3/ 5▲ 1

measured from the accountsuggested band 3

Platform default reports 1.6 times Acquisition MER; 31% of purchases are 1-day view.

1.5 · Gap multiple 1.52; tracking setting default; 1-day view share 31%
Benchmark source: Soar, Blue Sense

Acquisition MER against the platform’s ROAS, last 12 months

Acquisition MERROAS, platform defaultROAS, 7-day click

Audience strategy

Is existing-customer spend contained, with exclusions in place?

4/ 5▲ 1

measured from the accountsuggested band 3

Existing customers take 17% of spend at a frequency of 28; exclusions are in place.

2 · 2 of 4 audience conditions; existing share 17%
Benchmark source: Blue Sense

Campaigns, audience and spend in the last 30 days

Campaign	Audience	Spend 30d	Freq.
SN_NZ_Cold_ASC Meta · OUTCOME_SALES	new	$9,100	1.6
SN_NZ_Cold_Test Meta · OUTCOME_SALES	new	$2,300	1.3
SN_NZ_Existing Meta · OUTCOME_SALES	existing	$1,200	28.5
SN_NZ_Engaged Meta · OUTCOME_SALES	engaged	$400	13.3
SN_NZ_PMax Google · PERFORMANCE_MAX	non-brand	$2,067	–
SN_NZ_Shopping Google · SHOPPING	non-brand	$1,033	–
SN_NZ_Brand Google · SEARCH	brand	$300	–

Testing engine

Is there a place to test, a winner rule, a path to scale and a kill rule?

3/ 5• 0

measured from the accountsuggested band 4

A test campaign exists and winners graduate; there is no written kill rule.

3 · 3 of 4 testing conditions; 4 winners in the window
Benchmark source: Soar, SN provisional

The testing engine in numbers

Ads with spend, 90 days: 60
Winners: 4
Breakthroughs: 0
Concepts with a winner: 4 of 14

Optimisation discipline

Are changes made on a cadence, or on a whim?

3/ 5▲ 1

measured from the accountsuggested band 3

Ninety-six changes in one day in October, then a median of a dozen a week.

48 · Median 48 changes a week over 13 weeks
Benchmark source: Soar, SN provisional

Account changes

Median changes a week: 48
Measured over: the last 13 weeks

Where the next dollar stops paying

Every week of the last year as ad spend a day against revenue a day, with a curve through the weeks. The budget where profit after ads peaks is the optimal spend; structure, targeting and creative all show up as the shape of the curve. The full report is on the Numbers page.

Optimal monthly spend

$172k

Spending now: $477k a month, average of the last 28 days

The monthly ad budget where profit after ads is highest. Below it there is profitable growth left unclaimed; above it every extra dollar costs more than it brings back.

Revenue at optimal

$583k

A month, at the optimal spend

What the store would take in a month at that budget, including the sales it would make with no ads at all.

The next dollar brings back

$1.07

It needs to bring back $2.03 to break even

Revenue from one more dollar of ad spend at today's budget, against what that dollar must return to cover the ads and the cost of goods. Above breakeven, spending more adds profit; below it, the account is past the optimum.

Being burned each month

$87,507

Profit lost by spending past the optimum

The difference in monthly profit after ads between the current budget and the optimal one.

Spend against revenue, week by week

Each dot is one week: how much was spent on ads a day (across) and how much the store took a day (up). The blue curve runs through the dots and bends because each extra dollar buys a little less. The green line is what is left of that revenue after cost of goods and the ads themselves are paid for: it rises, peaks at the yellow line, then falls. The peak is the optimal spend. The dashed line is where the account is now.

One week: ad spend a day, revenue a dayRevenue curveProfit after the ads are paid forOptimal spendSpend now, last 28 days

The verdict

Being burnedPast about $172k a month a marginal dollar returns less than it costs at this margin. Pulling back towards the optimum protects profit.

Weeks fitted: 52
Fit: good, R² 0.91
Organic baseline: $3,199 a day
Margin used: 49.2%