Overview

Oct 2024 to Sep 2026Updated just now

Your score

Twenty checks across Offer, Conversion, Distribution and Creative, each marked out of 5. The pillar with the lowest total is where growth is stuck.

54of 100▲ 9

Against the June 2026 audit. Each pillar is out of 25. The one marked in yellow is the lowest.

13/ 25Offer · +2 14/ 25Conversion · +1 16/ 25Distribution · +4 11/ 25Creative · +2

The three numbers that decide it

What the account makes per advertising dollar, what a new customer costs, and whether that customer’s first order pays for them.

Acquisition MER

1.29▼ 0.03

Sep 2026 · the platform’s own number says 1.97

Revenue from first-time customers divided by all ad spend. Under 2, the ads are not paying for the customers they bring in.

Cost of a new customer (CAC)

$78▲ $1

Target $25 · breakeven $50

All ad spend divided by new customers last month. The target is half of what a first order returns in gross profit; breakeven is all of it.

First-order profit to CAC

0.63▼ 0.01

Scale band starts at 2.0

Gross profit on the first order divided by CAC. Under 1 loses money on every new customer; 1 to 2 is profitable but cannot scale; 2 to 3 is the band to scale in.

Where the account is heading

Two years of new customers each month against what each one cost and what the first order returned. Growth is paid for when the green line sits above the red one.

Cohort model, 24 months

Bars are new customers. Red is what each cost; green is what the first order returned; the dashed grey line is the target cost.

New customersCAC, cost of a new customerFirst-order gross profitTarget CAC $25

The 20 checks

Each row is a pillar; each cell is one check.

Offer 13Conversion 14Distribution 16Creative 11Darker is a higher score. The outlined cell is the constraint. A dashed cell is data-limited. Tap a cell to open that check.

The constraint

The one thing the account cannot grow past until it is fixed, the two that came close, and the first move.

The account cannot scale until unit economics do.

The account cannot scale until the unit economics do. It pays $76 to acquire a customer whose first order returns $49 of gross profit, and it has for nine months.

Not Offer architectureA cart upsell exists and AOV is flat; fixing it lifts profit per order but does not change what a customer costs.

2 / 5

Not Ad-to-page congruenceSix of the top ten ads land on a collection; fixing the pages lifts conversion but the economics would still not clear the band.

2 / 5

Set the target CAC at $25 on 7-day click and take the cut-tier SKUs off paid. Spend drops before it improves, which is the point.

What we would do first.

CAC at or under $49 on 7-day click within 14 daysthe number that should move within 14 days

The plan

Everything worth doing, scored on impact, confidence and ease. The top three per pillar go on the roadmap, in three phases over twelve weeks.

Top opportunities

Ranked by ICE: impact times confidence times ease, each out of 5.

Pillar	Opportunity	ICE	Status
Offer	Set target CAC from margin, not last year's CPA	100	in progress
Offer	Take the two cut-tier SKUs off paid	100	planned
Distribution	Strip 1-day view from every ad set	80	done
Offer	Bundle the top two SKUs with a price anchor	64	planned
Creative	Second concept into testing for the over-50s persona	64	planned
Conversion	Product page for the top ad instead of the collection	60	planned

Roadmap

3 of 12 items done

Weeks 1 to 2 · measurement3 of 3

Weeks 3 to 6 · the constraint0 of 5

Weeks 7 to 12 · the next two0 of 4

Re-score due December 2026. Open the roadmap.

What this audit rests on

18 of 19 data sources are in. A source that is short or missing leaves the checks that depend on it blank rather than guessed.

Sources and window

Window Oct 2024 to Sep 2026.

Source	How	Rows	First	Last	Status
META DAILY	pulled by the CLI	730	1 Oct 2024	30 Sep 2026	in
META CAMPAIGNS	pulled by the CLI	4	–	–	in
META AD SETS	pulled by the CLI	6	–	–	in
META ADS	pulled by the CLI	60	–	–	in
META ADS DAILY	pulled by the CLI	2824	9 Oct 2024	30 Sep 2026	in
META ACTIVITY	pulled by the CLI	730	1 Oct 2024	30 Sep 2026	in
META SIGNAL	pulled by the CLI, optional	1	–	–	in
GOOGLE DAILY	pulled by the CLI	730	1 Oct 2024	30 Sep 2026	in
GOOGLE CAMPAIGNS	pulled by the CLI	3	–	–	in
GOOGLE TERMS	pulled by the CLI, optional	5	–	–	in
CREATIVE READ	pulled by the CLI	60	–	–	in
SHOPIFY SALES	pasted	730	1 Oct 2024	30 Sep 2026	in
SHOPIFY CUSTOMERS	pasted	730	1 Oct 2024	30 Sep 2026	in
SHOPIFY SESSIONS	pasted	730	1 Oct 2024	30 Sep 2026	in
SHOPIFY COHORTS	pasted	24	–	–	in
SHOPIFY PRODUCTS	pasted, optional	14	–	–	in
SHOPIFY ORDERS	pasted, optional	499	2 Oct 2025	30 Sep 2026	short window
GA4 FUNNEL	pasted, optional	96	–	–	in
GA4 LANDING	pasted, optional	3	–	–	in

How to read the marks

Each check is scored 0 to 5. Five meets the gold standard; three is acceptable; one is failing; zero means the thing is not done at all. A blank is not a zero: the evidence was not available, and it lowers our confidence rather than the score.

The constraint is the lowest score. Offer and Conversion win a tie over Distribution and Creative, because they set the ceiling the other two work under. Signal and tracking at 2 or below jumps the queue: nothing else can be judged through broken measurement.

Green and red pills compare this audit with the last one, judged by which way each number should move.