The first 90 days, in order
Nothing spends differently until we know the numbers are right. Here's what happens, roughly when, and what you'll see.
Days 1–30
Get the numbers straight
- Access. Read-only first, then the manager roles you grant once the proposal is signed.
- Tracking check against real Shopify orders. You get the list of what's broken.
- A reconciliation baseline: what each platform says against what Shopify says.
- An account restructure plan. You approve it before we change anything.
- First new creatives live by the end of the month.
Days 31–60
Start testing
- The four-week creative testing cycle is running.
- Branded and non-branded search split out and reported separately.
- Feed fixes in Merchant Center.
- Your first monthly report and call.
- Budget reallocation proposed, with a written reason for each move.
Days 61–90
Decide what grows
- Scale decisions made on MER and new-customer return, not platform ROAS.
- A landing page or CRO sprint, if the data says the page is the bottleneck.
- A 90-day review. For each campaign and channel: keep, adjust or stop.
Timings depend on how quickly access and approvals come through. If something slips, we'll tell you which step and why.
What reports look like
Two documents. Both in plain English.
Weekly sheet
One page. Reconciled revenue, spend, MER, new versus returning customers, and a few lines on what changed.
Monthly report and call
The same numbers over the month, what we tested and learned, what's next, and what we need from you. Thirty minutes on a call to go through it.
You won't see impressions, reach or likes as headline numbers. They're in the appendix if you want them.
Weekly sheet · Fernway Goods · week 3
- Shopify revenue: $13,900
- Total ad spend: $4,800
- MER: 2.90
- New customers: 96, from Shopify
- Changed: paused 3 tired Meta ads, added 41 negative search terms, capped branded search at $220
- Next: launch 4 new hooks on Meta, fix 12 GTIN warnings in the feed
- Need from you: approve the seconds-sale landing page draft
Access, and how to take it back
Everything stays in your name. We're added as a user, with only the roles the work needs.
- For the audit
- Read only access in Google Ads, Analyst (or the equivalent view-only role) in Meta and TikTok. Viewer in GA4. Shopify isn't needed. Read-only roles can't change campaigns, spend budget or see payment details.
- Once we're working together
- Standard access in Google Ads, a role on your Meta ad account that can manage campaigns, Editor in GA4, and a Shopify staff account with only the permissions the work needs.
- Removing us
- You can remove us from any account at any time, from that platform's user settings. If we part ways, we remove ourselves too. We'll never ask for your passwords.
What we need from you
- Access, within the first week
- Approval on the restructure plan and on new creative before it runs
- Margins, or at least which products you'd rather sell more of
- A heads-up on launches, sales and stock problems
- Someone who can answer questions within a couple of days
How we talk
Email, plus the monthly call, or every two weeks on Scale. We reply within one business day, Mon–Fri 9:00–18:00 MT. We keep the team small, so you deal with the same few people.
Day zero is the audit
It's free, it needs read-only access at most, and it shows you what the first 30 days would focus on.