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Where the client started, what we changed, and where the account is now. Measured in margin after ads — taken from the ad accounts and the store admin, not from a pitch deck.
Newest
The account and the store as we found them: spend, revenue, cost of revenue and what was broken. Dated.
The moves in the order we made them, including the ones that didn't work. Never just “we optimised the campaigns”.
Today's numbers from the ad accounts and the store admin. Margin after ads first, platform ROAS second.
If a number can't be checked, it doesn't go in.
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Jan gets back to you within 48 hours, usually with two questions and a time. Then the 90-day plan starts.