Example brief · Illustrative numbers

ExampleBrand · weekly brief

Wellness vertical · AOV ₹1,500–2,500 · ~₹2.8L/month on Google + Meta ads · Week of 11 May 2026

This is the same shape, structure, and depth a real customer receives every Monday morning. Every detector, every recommendation, every fix step — rendered exactly as it lands in your dashboard and Word doc. Numbers + brand are fixture data, not a real account.

This week's call

5 fixes to ship · est. ₹90,000/mo recovered

Spend tracked

₹2,84,910

Detectors fired

5 / 36

Tracking health

68% — has gaps

Est. recoverable

₹90k/mo

This week's findings, ranked

#1criticaltracking

Effort: 30 min·Impact: ₹40,000/mo recovered (or equivalent reallocation onto real-winning keywords)

Google conversion tag firing 9× per checkout

Duplicate gtag snippets from a Shopify Customer Events template are firing the Purchase event 9 times for every completed checkout. Reported ROAS reads 4.10x; real ROAS is closer to 0.46x. Smart Bidding has been optimising for inflated outcomes for ~3 months.

Evidence

Sample of 23 orders pulled from `orders.landing_site` + `gtag` event count from `events_last_30d`. Reported conversions 207, real conversions 23. 9× duplication ratio.

The fix

1. Shopify Admin → Settings → Customer events. 2. Find the 'gtag' or 'Google tag' custom pixel. 3. Open the source. 4. Find any duplicate `gtag('event', 'purchase', …)` blocks. 5. Keep one; delete the rest. 6. Test by placing one order in incognito and watching Google Ads → Conversions in real time.

#2highbudget

Effort: 5 min·Impact: ₹34k/mo recovered + LAL_1% scales without saturation

₹47,000 wasted on Broad-Interest LAL_5% last week

Meta ad set 'LAL 5% — Wellness Buyers' burned ₹47k in 7 days with a 0.8x ROAS while LAL 1% burned ₹12k with 3.4x ROAS. The 1% audience is the actually-converting one; the 5% looks identical on auto-bidder dashboards but the actual customer overlap with your real buyers is minimal.

Evidence

Meta Ads Manager → ad-set level. LAL_5% spend ₹47,103 / revenue ₹37,890. LAL_1% spend ₹12,450 / revenue ₹42,330. Both bidding `OUTCOME_PURCHASES`.

The fix

Meta Ads Manager → ad-sets → pause LAL_5%. Reallocate its daily budget to LAL_1%. Watch frequency on LAL_1% — if it goes >2.5 in week 2, layer in LAL_1-3% as an expansion rather than the 5%.

#3highkeywords

Effort: 10 min·Impact: ₹4,200/mo saved + cleaner data for Smart Bidding

Search term 'oil for car' burning ₹4,200/mo on essential-oils campaign

Your 'Essential Oils Search' campaign is matching the broad keyword 'oils' to irrelevant queries — 'oil for car', 'engine oil change', 'olive oil price'. 41 zero-conversion queries with ≥₹100 spend each. Total bleed: ₹4,200/mo on a campaign doing ₹38k revenue.

Evidence

Google Ads → Keywords → Search terms (last 90d). Top 10 wasted: 'oil for car' ₹612, 'engine oil change' ₹487, 'olive oil price' ₹420, 'oil change near me' ₹389, 'oil futures' ₹312…

The fix

Add as negatives at campaign level: car, engine, motor, vehicle, automotive, olive, mustard, kitchen, cooking, hair (if not your category), industrial. Apply phrase-match. Reload terms report in 7 days to catch the long tail.

#4mediumcreative

Effort: 2 hr brief + 30 min launch·Impact: Stabilises CPM + restores a 15–25% ROAS lift typical for fatigued-ad refresh

Top spend ad has been running unchanged for 42 days — frequency at 4.2

Meta ad 'Hair-that-listens-v2' has spent ₹38k over 42 days at frequency 4.2 on the same Saved Audience. Creative fatigue is visible — CTR is down 28% week-over-week vs the 7-day baseline; the 14-day slope is consistently negative. Cost-per-result rising in parallel.

Evidence

Meta Ads Manager → ad-level. CTR 7d avg 1.21% → 7d prior 1.69%. WoW −28%. Slope: −0.04% per day, sustained. Frequency on Saved-Audience-A: 4.2 (target ≤3.0).

The fix

1. Brief 3 new variants today (different hook, same offer). 2. Set daily-budget on the old variant to ₹1,500 so it doesn't compete with the new ones during ramp. 3. Launch new variants at 1.5× current ad-set budget. 4. Pause the old when one new variant hits CTR parity.

#5mediumcompetitor_gap

Effort: 30 min·Impact: ₹12k–₹18k/mo recovered branded revenue (high-intent, low-CPA)

No brand-defense Search campaign — losing ~18% of branded queries

Your brand 'ExampleBrand' gets ~3,400 monthly branded queries on Google. You have no dedicated brand-defense Search campaign, so a competitor's display + generic bid is winning ~18% of those impressions. ₹12k–₹18k/month of high-intent traffic going elsewhere.

Evidence

Search Console → Performance → Brand-only queries (regex match): 3,412 impressions/mo, 487 clicks (14% CTR). Google Ads → Auction Insights: competitor X overlap rate 18% on branded terms.

The fix

1. Google Ads → Create new Search campaign 'Brand Defense'. 2. Single ad group, exact-match: [examplebrand], [example brand]. 3. Budget ₹500/day. 4. Manual CPC bid ₹4 (branded queries are cheap — let competitors overpay). 5. RSA with brand assets + trust proof.

Your 30-day plan

What we'd watch for next, given this week's findings

Week 1 (this Monday)

Fix the gtag duplication. Pause LAL_5%. Add negatives.

Week 2

Launch 3 new Meta creative variants. Verify gtag fires once.

Week 3

Brand-defense Search campaign live. Measure CTR on new creatives.

Week 4

Compound: reallocate saved spend into the LAL_1% expansion + brand defense.

This is what lands in your dashboard every Monday.

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