Mastermind Scorecard Review

Key insights · This week

The opportunities across the cohort.

Where the biggest wins are sitting if you act on them this week. Your individual review is below.

The week in one sentence

Three patterns drive most of this week's upside. Capture more emails at the popup, find the points of margin hiding in the cost line, and keep email send cadence in the sweet spot. Three stores are clean enough to push spend right now.

Where the opportunities are concentrated

Every member got one number-one move. Grouped, here's how they cluster.

Email and popup

Margin headroom

Conversion rate

More designs like bestsellers

Average order value

Clean up the data first

Refocus on Meta

More inputs

Focus on winners

Scale spend

Opportunity 1 · Email capture at the popup

51have room to push past 10%

10–12%capture rate target

The single biggest collective opportunity this week. Most members are capturing a fraction of the visitors who could be on their list.

This is a simplification move, not a copywriting one. One field, one clear offer, no quiz. Most members who clean it up double their capture rate within a week, which compounds into email revenue for months.

The popup playbook

One field. Email only.
One clear offer. 10 to 15 percent off, or free shipping. Not both.
Cut any quiz or multi-step. Friction kills capture.
Trigger after 5 to 10 seconds, plus exit intent on desktop.
Aim for over 10 percent capture rate within a week.

Opportunity 2 · Margin headroom in the cost line

These members have meaningful upside between their current margin and what the math says the business should be producing. The lever is product-level cost and pricing.

Member	MER	Math says	This week	Upside
Lynsey Roadnight	1.41	0%	-29.8%	+30 pts
Liz U	2.82	18%	-8.6%	+26 pts
Shona Todd	2.38	10%	-4.7%	+15 pts
Joanne Schmidt	1.69	0%	-14.6%	+15 pts
Paula Jakobs	3.02	25%	12.8%	+12 pts
Stacey Campbell	3.00	18%	6.2%	+11 pts
Kristin Hernandez	3.01	25%	13.9%	+11 pts
Dillon Yang	2.03	10%	0.0%	+10 pts
Alicja Wielechowska	1.65	0%	-10.0%	+10 pts
Trevor Welsh	2.45	10%	0.0%	+10 pts

How to find the points

Pull your top 10 products by revenue.
Calculate true cost per unit divided by sell price.
Target product-level cost under 40 percent of price.
For anything over 42 percent, raise price or retire the product.
Use Claude to do the math product by product.

Opportunity 3 · Stay in the email sweet spot

Two to three campaigns per week is the sweet spot. Three is the ceiling. Above that, opens drop and deliverability slips. Below, real revenue gets left on the table.

9Send a couple more (0–1)

34Right in the sweet spot (2–3)

16Pull back to 3 (4+)

34 of 59 members are right where they should be. 9 have room to add a couple. 16 would do better holding at three next week.

Opportunity 4 · Lift the order value

13 members are running AOV under $45 with FB ROAS still under 2.5. At those numbers, lifting AOV is the single biggest unlock for profitability on Facebook.

Member	AOV	FB ROAS
Joanne Schmidt	$37	1.38
Rob Wilkinson	$38	2.49
David McCoy	$40	1.67
Brandy Wittekind	$40	2.20
Steve Brigden	$41	2.06
Lynsey Roadnight	$41	1.26
Beth Waller	$41	1.78
Geert-Jan Hendriks	$42	1.79

The simple AOV playbook

Add related products on the collection page for top sellers.
Manual product recommendations around the hero product.
Set a free shipping threshold at $74.99.
Skip bundles for now. Simple moves first.
Most stores hit $45 to $50 AOV by default with those moves.

Opportunity 5 · Concentrate your ad spend

Google ads contribute when Meta is already at $1,000 per day profitable. Before that, the budget tends to do more for you on Meta.

20running Google this week

1at the threshold to keep both

19have upside in refocusing

If you're in the 19, the move is to pause Google for now and roll that budget into your Meta winners. You can revisit Google once Meta is humming.

Ready to push spend this week

These stores are clean across the board with FB ROAS at 3.0 or higher on real spend. The move is simple: bump budgets 15 to 20 percent every 2 to 3 days and protect inputs.

Pierre Luc & Marie-Elise Morin

If you do one thing this week

Simplify your popup. One field, one offer. Capture rate over 10 percent.

Audit product-level cost. Top 10 products, real cost over price, target under 40 percent.

Hold email at 2 to 3 campaigns. Three is the ceiling.

Concentrate ad spend on Meta first. Google opens up once Meta is at $1K per day profitable.

Iterate on bestsellers, not new directions. Open Sort by New next to Sort by Best Sellers. If they look different, pull back.

Member · 01

Dillon Yang

Gym Time Fits

This week · AOV

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Your scorecard

Top line

Total sales$11,877.92

Net profit margin0.00%

MER2.03

Facebook ads

Ad spend$5,861.28

ROAS1.80

CPC$0.73

Shopify

CVR (bot filtered)2.94%

AOV$43.32

Campaign rev$2,849.54

Flow rev$1,847.05

Pop-up rate9.65%

Email % of revenue39.54%

Expenses

COGS40.18%

Overhead5.57%

Inputs

New designs launched34

New ad creatives38

Campaigns sent4

Your #1 opportunity

AOV

Chris's review

$11.9K sales, 0% margin lines up exactly with your 2.03 MER, FB ROAS 1.80, CVR 2.94, AOV $43, email at 39. The structure is clean. The constraint is AOV.

You nailed it. The number one is AOV, and here is exactly what to do about it.

The math
At 2.03 MER your margin is supposed to be near zero. It is. Nothing is leaking. This is a revenue-per-visitor problem, not a cost problem.
CPC at $0.73 and CVR at 2.94 are both fine. The drag is AOV. Push AOV from $43 to $48 or $50 and your FB ROAS moves from 1.80 to roughly 2.0 to 2.1. That is the difference between break-even and actually profitable.
Action this week
Add related products on the collection page for your top sellers. Not bundles. Just related products surfaced below the hero.
Set a free shipping threshold at $74.99. That alone nudges customers to add one more item. Most stores hit $45 AOV by default just from those two moves.
Do not mess with the product page structure or add upsell apps yet. Shipping threshold and related products first. Measure before layering.
On email
Email at 39 percent is incredible. Your list loves you.
4 campaigns this week is one over the sweet spot. Target is 2 to 3. You are not leaving money on the table, you are at the ceiling. Do not push harder here. The bottleneck is not email.
On designs and ads
34 designs and 38 creatives is strong volume. Hold that cadence.
CPC at $0.73 is slightly elevated but not broken. If AOV work does not move the needle, the next look is creative quality, not volume.

Next week target

AOV over $48. Related products live and free shipping threshold set

Member · 02

Pierre Luc & Marie-Elise Morin

Sawdust Style

This week · Fix attribution first, then scale

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Your scorecard

Top line

Total sales$22,634.81

Net profit margin12.39%

MER2.38

Facebook ads

Ad spend$9,228.32

ROAS4.00

CPC$0.50

Shopify

CVR (bot filtered)265.00%

AOV$51.91

Campaign rev$2,895.67

Flow rev$5,465.73

Pop-up rate582.00%

Email % of revenue36.94%

Google ads

Spend$276.62

ROAS5.98

Expenses

COGS42.10%

Overhead0.22%

Inputs

New designs launched24

New ad creatives166

Campaigns sent5

Your #1 opportunity

Scaling

Your notes

Thanks to Father's Day coming up we are currently scalling. We did so heaviliy but the last 2 days have been barely profitable. We also noticed that our custom pixel on Shopify was wrongly sending over attribution signal to Meta. We corrected the pixel today and are hoping to see profit soaring again.

Chris's review

$22.6K sales, 12.4% margin lines up with your 2.38 MER, FB ROAS 4.0, CPC $0.50. But your CVR is showing 265% and your popup is at 582%, those are data entry errors, and your pixel was misfiring until today.

You identified scaling as the direction. I agree, but the number one this week is not scaling more, it is verifying clean attribution after the pixel fix before you push spend harder.

Fix attribution first
Your pixel was sending wrong attribution signals to Meta, any ROAS number from the past week is suspect.
Good that you fixed it today. Give it 48 to 72 hours of clean data before bumping budgets further.
While you wait, go into Events Manager and verify pixel quality is hitting 8 or 9 out of 10. That is the green light.
Then scale
Once attribution is clean and margin is back, bump ad spend 15 to 20 percent every 2 to 3 days.
A 4.0 FB ROAS with a $0.50 CPC is lightning in a bottle. Do not leave it on the table.
166 ad creatives this week is way over volume. Pull back creative launches and let clean data tell you which ones are actually winning before you flood the account further.
Data integrity
CVR at 265% and popup at 582% are data entry errors. Fix the scorecard. These are almost certainly 2.65% CVR and 5.82% popup.
If popup is actually 5.82%, that is below the 10% floor. That is a real finding worth fixing, simplify to one field, one clear offer.
On campaigns
Email at 37% is hell yeah territory. That is incredible and you earned it.
Five campaigns this week is over the sweet spot. Three is the max. More than that and you are training your list to tune you out.
Hold at 2 to 3 campaigns next week. The flows are doing their job.
On COGS
COGS at 42.1% is slightly above the 40% baseline. Not a crisis at this margin, but watch it.
Make sure the Printify rebate is factored out of your cost calculation. That comes up in almost every review.

Next week target

Pixel quality at 8 or 9 in Events Manager. Clean margin data showing 12%+ for two straight days. Then budgets up 15 to 20 percent. Campaigns back to 3 max.

Member · 03

Michael Jaggers

Lotus Moon

This week · More inputs

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Your scorecard

Top line

Total sales$37,883.31

Net profit margin18.80%

MER3.44

Facebook ads

Ad spend$10,957.99

ROAS2.85

CPC$0.64

Shopify

CVR (bot filtered)3.23%

AOV$56.32

Campaign rev$5,748.88

Flow rev$8,707.76

Pop-up rate5.25%

Email % of revenue38.16%

Google ads

Spend$58.75

ROAS43.76

Expenses

COGS45.67%

Overhead2.24%

Inputs

New designs launched6

New ad creatives1

Campaigns sent3

Your #1 opportunity

COGS still. Just removed necklabels, testing gildans soon

Your notes

Desperately need COGS lowered so we can effectively scale at lower roas

Chris's review

$37.9K sales, 18.8% margin vs 23% implied at your 3.44 MER, FB ROAS 2.85, CPC $0.64, CVR 3.23%, AOV $56, email at 38%. Good foundation, but you tested 1 ad creative and launched 6 designs this week.

I hear you on COGS and you are making the right moves. But COGS is not the reason you can't scale right now. The number one is creative and design volume.

On your COGS call
You are right that COGS is elevated. At 45.67% you are 5.67 points above the 40% baseline. That is roughly $2,100 in extra cost this week.
Neck labels removed is the right call. Gildans test is the right next step. You are already executing the fix.
Your margin gap vs MER is about 4 points. COGS explains almost all of it. This is a math problem, not a strategy problem, and you are solving it.
Affirmed. Keep going. But this is not the lever that unlocks scale this week.
Action this week
1 ad creative tested is a crisis. Your CPC, CVR, and AOV all math to exactly your 2.85 ROAS. The engine is healthy. To get to 3.0 and above, you need new creative winners. That requires volume.
Launch 15 to 20 new ad creatives this week. Drop them into ad sets. Let the account find the winners.
6 designs is way below benchmark. Top 1 percent is 7 a day. You need to be at 25 to 35 this week. Open your bestsellers, drop them into Claude, iterate on sayings and adjacent topics. Don't go off-brand.
On the popup
Popup at 5.25% is leaving money on the table. Target is 10 to 12.
Email is already at 38%, which is incredible. But the popup is the top of that funnel. Fix it and your flows compound harder.
Simplify it. One field, one clear offer. That is usually all it takes to double the capture rate.
Hold
Email at 38% is hell yeah. 3 campaigns is the sweet spot, you are exactly there. Leave it alone.
Google at 43 ROAS on $59 is irrelevant. Do not touch it, do not expand it, do not make it a conversation.
CPC at $0.64, CVR at 3.23%, AOV at $56 are all healthy. Do not mess with the store. The constraint is upstream.
On the "can't scale at lower ROAS" framing
I would reframe this. At 2.85 FB ROAS and 18.8% margin you can scale. It is not as comfortable as 3.0 plus, but you are profitable.
The path to 3.0 plus is new creative winners. You cannot find them testing 1 ad a week.
Gildans dropping COGS to 40% adds roughly 5 points of margin. That gives you more room. But that room is meaningless if the ad account has no fresh creative to scale into.

Next week target

15 ad creatives tested, 25 designs launched, popup rate over 8%.

Member · 04

Sal Presti

Echos of Antiquity

This week · Fix attribution first

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Your scorecard

Top line

Total sales$35,345.78

Net profit margin15.38%

MER2.73

Facebook ads

Ad spend$12,937.70

ROAS2.25

CPC$0.18

Shopify

CVR (bot filtered)180.00%

AOV$51.00

Campaign rev$4,267.63

Flow rev$9,907.07

Pop-up rate9.65%

Email % of revenue40.10%

Expenses

COGS41.56%

Overhead1.96%

Inputs

New designs launched39

New ad creatives30

Campaigns sent3

Your #1 opportunity

I need to get my ROAS higher, which means more testing. However, my CPC seems way too low so it makes me think I need to evaluate my ad campaigns

Chris's review

$35.3K sales, 15% margin lines up with your 2.73 MER, FB ROAS 2.25, CPC $0.18, email at 40. But your CVR is showing 180 percent and that number is not real.

You're in the right zip code but the wrong street. The number one is not more testing, it's figuring out what's actually happening in your funnel, because your data is broken.

Data integrity first
CVR at 180 percent is not a real number. Bot filtering is either off or the data source is wrong. A real bot-filtered CVR lives between 1.5 and 5 percent.
Until that number is fixed you cannot trust any CVR-based diagnostic. Pull Shopify analytics directly, filter by sessions, and rerun.
Check your pixel too. If Facebook CPC is $0.18 and ROAS is only 2.25, something is off between what Facebook thinks is happening and what Shopify is recording.
On the $0.18 CPC
That is not a sign your campaigns are working. That is a warning sign.
$0.18 CPC means you are getting extremely cheap clicks from an audience that is probably not buying. Cheap traffic that doesn't convert is worse than expensive traffic that does.
Your ROAS of 2.25 with a $0.18 CPC and $51 AOV points to a creative or audience mismatch, not a budget problem.
Once you fix the CVR data, the diagnosis will sharpen. But my read right now is that the ads are reaching too broad an audience at scale.
On your stated #1
You said more testing and evaluating ad campaigns. Partially right.
More testing is not the move when the problem is audience quality, not creative volume. You already launched 30 ad creatives this week. That is solid volume.
The move is to evaluate what is in the account now, cut the low-ROAS ad sets, and figure out whether your best performers are reaching a tight audience or a broad one.
Hold
Email at 40 percent is exceptional. Hell yeah. Three campaigns is the sweet spot, do not add more.
39 designs is top-tier volume. Keep that going.
Margin lines up with MER. No leaky bucket here.

Next week target

CVR data corrected and showing a real number. Pixel quality at 8 or 9 out of 10 in Events Manager. At least two low-ROAS ad sets killed.

Member · 05

Alex Wheeler

Snobum

This week · Email, email, email

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Your scorecard

Top line

Total sales$4,644.64

Net profit margin18.75%

MER3.23

Facebook ads

Ad spend$1,371.59

ROAS2.43

CPC$0.51

Shopify

CVR (bot filtered)2.90%

AOV$58.79

Campaign rev$190.21

Flow rev$446.48

Pop-up rate4.06%

Email % of revenue13.71%

Expenses

COGS39.80%

Overhead4.49%

Inputs

New designs launched20

New ad creatives20

Campaigns sent4

Your #1 opportunity

Scale

Your notes

Everything is looking good I just need to do more. MOAR!

Chris's review

$4.6K sales, 18.75% margin, MER 3.23, FB ROAS 2.43, CVR 2.90, AOV $59, CPC $0.51. But email is at 13.71% and your popup is at 4.06.

I hear you on MOAR, but the number one is not scale. Not yet. The number one is the popup.

Action this week
Your popup is at 4.06 percent. Target is 10 to 12. That is less than half of where it should be.
Simplify it. One field. One clear offer. No quiz, no multi-step, no clever copy. Just an email and a discount.
That one fix doubles your list capture rate, which is the reason email is only 13.71% of revenue right now.
On the campaigns question
You sent 4 campaigns this week. That is over the sweet spot of 3. The bottleneck is not campaign volume.
The list coming in at the top is too thin. Fix the popup first, then the same 3 campaigns produce real revenue.
On the margin gap
MER 3.23 should put you at roughly 22 to 24 percent margin. You are at 18.75. There is a 6-point gap.
First check: is the Printify rebate factored out of your COGS? That comes up in almost every review at your stage.
COGS at 39.8 is on the edge of the 40% baseline. Run the math with the rebate factored in. If it flips, great. If not, something in cost structure needs tightening.
On scale
Your CPC at $0.51 is solid. CVR 2.90 is healthy. AOV $59 is strong. Nothing is broken on the ad side.
FB ROAS at 2.43 is not scale territory yet. 3.0 is the threshold to start bumping budgets aggressively.
Email is artificially suppressing your overall numbers. Fix the popup, watch email pull MER up, then FB ROAS starts looking closer to its real floor.

Next week target

Popup rate over 10. Email percent of revenue over 18.

Member · 06

Joshua C.K.

Geocuriosity

This week · Conversion rate

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Your scorecard

Top line

Total sales$19,988.17

Net profit margin6.40%

MER2.44

Facebook ads

Ad spend$8,184.11

ROAS1.86

CPC$0.59

Shopify

CVR (bot filtered)2.08%

AOV$60.31

Campaign rev$976.58

Flow rev$1,973.28

Pop-up rate8.32%

Email % of revenue14.76%

Expenses

COGS41.80%

Overhead5.40%

Inputs

New designs launched15

New ad creatives10

Campaigns sent3

Your #1 opportunity

Ads

Your notes

Been lowering my overhead. The P&L tool fully replaces profitcalc and is a bit more accurate to with how i built the backend logic. Will lower myoverhead further with an email tool. The ads that were doing well that I have scaled stopped after increasing them this week. I have cut them back. I think i can launch a lot more ads but have been getting distracted by claude code. I will also finally get my EIN to stay complient with taxes soon

Chris's review

$20K sales, 6.4% margin tracks with your 2.44 MER, FB ROAS 1.86, CPC $0.59, CVR 2.08%, AOV $60, email at 14.76%, popup at 8.32%.

You called ads. I would reframe it. The number one is conversion rate, not ad volume.

The math
Your CPC at $0.59 is solid. Traffic quality is fine. AOV at $60 is strong.
CVR at 2.08% is where the leak is. At your CPC and AOV, getting to 2.7% would move FB ROAS from 1.86 to 2.3+ without touching spend.
More ads before fixing CVR just sends more people to a site that isn't closing.
Action this week
Study the mastermind members with CVR over 3%. Go look at their product pages. Copy what they did.
Post a screenshot of your product page in Slack and ask for a second set of eyes. Fresh perspective finds what you can't see.
Three things most likely dragging CVR at your stage: reviews too far down the page, trust seals missing above the fold, too many product options confusing the buyer. Fix the obvious ones first.
Popup at 8.32% is below the 10% target. One field, one clear offer. Simplify it. A better popup fills your email list faster, which is free revenue on top of the CVR fix.
On your ads notes
Ads scaling then stalling is a CVR signal, not a creative volume signal. Higher spend magnifies a weak conversion rate.
10 ad creatives is below the 15 to 20 benchmark. The Claude Code distraction is real. Get back to ad volume once CVR is diagnosed, not before.
You are right to cut back on the scaled ads. Hold spend flat until CVR moves.
On the overhead and tooling work
Lower overhead is good work. P&L tool replacing profitcalc, email tool coming, EIN for compliance, all solid.
None of it is the number one this week. It is background work. Keep it moving but don't let it eat the hours that should go to CRO.
Hold
3 campaigns sent is right at the target ceiling. Do not increase. Email is at 14.76% with a popup rate below 10%, so the fix is more subscribers, not more sends.
COGS at 41.8% is 1.8 points above the 40% baseline. Minor. Check if the Printify rebate is factored out. If not, true COGS is lower and margin looks better than reported.

Next week target

CVR over 2.5%. Product page changes live, popup simplified, second set of eyes from Slack done.

Member · 07

Geert-Jan Hendriks

Labs of Love

This week · Conversion rate

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Your scorecard

Top line

Total sales$19,211.00

Net profit margin3.43%

MER2.13

Facebook ads

Ad spend$9,039.93

ROAS1.79

CPC$0.47

Shopify

CVR (bot filtered)1.78%

AOV$41.69

Campaign rev$5,176.72

Flow rev$817.81

Pop-up rate3.25%

Email % of revenue31.20%

Expenses

COGS44.00%

Overhead1.21%

Inputs

New designs launched29

New ad creatives35

Campaigns sent4

Your #1 opportunity

Your notes

Had a weird day after I added one ad to my bidcap. This ad caused my bid cap to heavily overspend and send lots of cheap non converting traffic to the site. A store credit email (hence the higher COGS%) campaign saved me this week. As always struggling with profit margins.

Chris's review

$19.2K sales, 3.43% margin is below what your 2.13 MER predicts, FB ROAS 1.79, CPC $0.47, CVR 1.78%, AOV $41.69, email at 31%.

You called it. The number one is conversion rate.

The math
Your CPC at $0.47 is actually solid, better than most of the cohort. That is not the problem.
CVR at 1.78% is what is bleeding you. If you get CVR to 2.5%, FB ROAS goes to 2.22. At 3.5%, you are at 3.10. CVR is the entire gap between where you are and where you want to be.
AOV at $41.69 is a secondary drag. Do not chase it this week. CVR first.
Action this week
Do the funnel drill: Add to Cart, Reach Checkout, Sessions Converted. Find the floor where traffic is bleeding out.
Study a peer store with CVR over 3%. Post in Slack and ask for a second set of eyes. Do not diagnose this alone.
Specific moves to test: switch to 3-step checkout, move reviews above the fold, strip down product page copy, trust seals near the buy button. Top 6 to 8 colors per product only. If you made site changes recently, revert and see if CVR recovers.
On the bid cap incident and COGS
Good catch. One mis-wired ad flooding the account with cheap non-converting traffic will crater your ROAS and simultaneously wreck your COGS math for the week.
The store credit campaign saving you is smart execution. But normal COGS should be back under 41 to 42% this week. Confirm that before reading next week's margin number.
The 4-point gap between your stated margin and what your MER predicts is almost entirely explained by the bid cap blowout and elevated COGS. Not a structural leak.
On email
31% email revenue is excellent. Four campaigns this week is one over the sweet spot, the target is 2 to 3.
Do not send more campaigns to solve this. Email is not the lever. Popup at 3.25% is low but your email percentage already proves the list is engaged. Fix the popup eventually, not this week.
Hold
29 designs and 35 ad creatives is strong volume. Keep it.
Overhead at 1.21% is pristine. Do not touch it.

Next week target

CVR over 2.2% bot-filtered. One specific product page change shipped by midweek.

Member · 08

Alicja Wielechowska

Viri Cotton

This week · Popup rate

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Your scorecard

Top line

Total sales$14,634.44

Net profit margin-10.00%

MER1.65

Facebook ads

Ad spend$8,827.06

ROAS1.53

CPC$0.82

Shopify

CVR (bot filtered)237.00%

AOV$50.85

Campaign rev$1,396.43

Flow rev$2,462.76

Pop-up rate3.69%

Email % of revenue26.37%

Expenses

COGS43.25%

Overhead3.75%

Inputs

New designs launched42

New ad creatives68

Campaigns sent2

Your #1 opportunity

Budget control / ad spend control.

Your notes

I launched a bunch of new test ad sets, gave them too much budget, then drove off with my husband into the middle of nowhere — no internet for four days. FB campaigns ran wild the entire time. Lesson learned: don't launch a tonne of untested ad sets and then disappear into the woods. 😄 All under control now

Chris's review

$14.6K sales, -10% margin on a 1.65 MER (that math is the ad blowout, not a structural leak), FB ROAS 1.53, AOV $50, email at 26. But popup is at 3.69 and CVR is showing 237 percent which is broken data.

You called the budget blowout correctly. Now that it's behind you, the number one structural fix is the popup rate.

On the vacation week
You diagnosed this yourself. Untested ad sets plus no internet equals a one-week MER of 1.65. That explains the entire -10% margin. There is no structural leak here.
COGS at 43.25% is slightly above the 40% baseline. Worth a 5-minute check on whether Printify pricing has crept up. Not the number one, but run the math.
The lesson is already learned. Lock ad sets at $20 to $30 daily max until they prove out, then scale.
Data integrity check first
CVR at 237% is broken data. Bot filter is either off or misconfigured. You cannot read your funnel this week and you cannot diagnose ROAS until this is clean.
Pull Shopify Analytics, Sessions with transactions, filter to the same date range. Get a real number. Target is 2 to 3%.
Fix the filter before next week's card. A 1.53 ROAS with a real CVR might diagnose as a CPC problem, a page problem, or something else entirely. Right now you can't tell.
Action this week
Popup at 3.69% is the structural problem. Target is 10 to 12. You have a 26% email revenue share right now, which is solid, but that number is coasting on your existing list. If the top of the funnel is clogged, email decays.
One field. One clear offer. 10 percent off or free shipping. No quiz, no multi-step. That alone gets most stores to 8 to 10%.
2 campaigns per week is at the floor. You hit it this week. Next week stay at 2 to 3. Do not go above 3.
Hold
42 designs and 68 ad creatives is strong volume. Hold that pace once the ad account is back in a controlled test rhythm.
Email at 26% is right at the target. The flows are doing real work ($2.4K). Keep them running.
No Google spend is correct at this revenue stage. Do not add it.

Next week target

Popup rate over 8. CVR showing a real number under 10%.

Member · 09

Michelle Grate

HollerBorn

This week · Email, email, email

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Your scorecard

Top line

Total sales$8,803.00

Net profit margin13.70%

MER2.50

Facebook ads

Ad spend$3,520.00

ROAS2.07

CPC$0.52

Shopify

CVR (bot filtered)2.63%

AOV$50.43

Campaign rev$1,204.00

Flow rev$1,138.00

Pop-up rate6.10%

Email % of revenue26.60%

Expenses

COGS43.52%

Overhead2.00%

Inputs

New designs launched20

New ad creatives30

Campaigns sent2

Your #1 opportunity

ROAS

Your notes

overall i think things are tredning in the right direction, need to keep building out more ads, I had some good results with ads created with chatGPT

Chris's review

$8.8K sales, 13.7% margin lines up with your 2.5 MER, FB ROAS 2.07, CVR 2.63, AOV $50. But your popup is at 6.1 and that's the unlock.

You called ROAS as the area, and you're not wrong, but I'd reframe the action. The number one is the popup rate. Fix the top of the email funnel and your email percent goes from 26 to 30-plus without sending a single extra campaign.

Action this week
Popup rate at 6.1 percent is leaving money on the table. Target is 10 to 12.
Simplify the form. One field, one clear offer. If you have a multi-step quiz or a secondary question, kill it.
Email at 26.6 percent is solid but it gets to 30-plus when the popup feeds the list properly. That's where the ROAS gap closes, not in the ad account.
Keep 2 to 3 campaigns per week. You sent 2 this week, which is on the floor. Hit 3 next week.
On your ROAS diagnosis
Your CPC at $0.52 is solid. CVR at 2.63 is healthy. AOV at $50 is fine. The inputs are not broken.
The ROAS gap is partially an email attribution gap. Once popup feeds more flow revenue, your blended numbers improve without touching the ad account.
Your 30 ad creatives this week is strong volume. Keep that rhythm. The ChatGPT creative workflow, keep using it.
On COGS
COGS at 43.5 percent is running about 3 to 4 points hot against the 40 percent baseline.
First check: is the Printify rebate factored out? That comes up in almost every review. Run the math. If the rebate is not baked in, your real COGS is lower and margin improves immediately.
If rebate is already factored in, look at whether any products need a price bump to get back under 40 percent.

Next week target

Popup rate over 10. Three email campaigns sent. COGS math verified with Printify rebate factored out.

Member · 10

Ayoub Bahi

Car Threads

This week · Designs like your bestsellers

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Your scorecard

Top line

Total sales$13,454.96

Net profit margin4.95%

MER2.28

Facebook ads

Ad spend$5,739.56

ROAS1.92

CPC$1.06

Shopify

CVR (bot filtered)4.18%

AOV$44.03

Campaign rev$1,957.89

Flow rev$2,037.31

Pop-up rate6.52%

Email % of revenue29.69%

Google ads

Spend$164.79

ROAS0.67

Expenses

COGS41.14%

Overhead7.65%

Inputs

New designs launched3

New ad creatives40

Campaigns sent3

Your #1 opportunity

New designs

Your notes

I think my biggest opportunity is to get back to creating new designs consistently. I haven’t worked on the business much over the past three months, so my stats are down across the board. My focus now is to rebuild the pipeline with high-quality, creative designs. That should lead to new winners, better Facebook ad creatives, more traffic, more emails, and stronger back-end revenue.

Chris's review

$13.5K sales, 4.95% margin lines up with your 2.28 MER, CVR 4.18 (world class), AOV $44, CPC $1.06, email at 29.7%. The store converts. The front end is starved.

You called the right area. But the number one is not just new designs, it's new designs that look like your bestsellers, built at volume, this week.

On your stated #1
You're right that the drought is the problem. Three designs this week after three months of low output is what's dragging everything.
But volume alone doesn't fix it. 40 ad creatives tested this week with a $1.06 CPC and 1.92 ROAS means you have plenty of creative to push, and the front end still isn't converting at ROAS.
Open Sort by Best Sellers on your store right now. Then open Sort by New. If they look different, the new designs are off-brand. That's the real diagnosis.
Action this week
Pull your top 6 to 8 bestselling designs. Drop them into Claude. Generate 15 to 20 new iterations, new sayings, adjacent car topics, same visual energy.
Target 20 to 30 designs this week. Not a sprint, a reset to baseline. The pipeline answer is consistent weekly output at that level.
Kill Google. 0.67 ROAS means you are losing money on every dollar you spend there. Drop it like it's hot. Take that $165 and roll it into Meta budget.
Simplify your popup. 6.52% capture rate with email already at 29.7% tells you the popup is leaving list growth on the table. One field, one offer, no quiz.
Hold
CVR at 4.18% is world class. Do not touch the store. The site is not the problem.
Email at 29.7% is solid. Three campaigns is the right number, stay there.
40 ad creatives is strong volume. Once better designs are in the pipeline, that creative machine will produce better inputs to test.

Next week target

20-plus new designs that look like your bestsellers. Google off. CPC heading toward $0.85 or below.

Member · 11

Jo S

So Happy Fun Time

This week · Conversion rate

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Your scorecard

Top line

Total sales$21,055.95

Net profit margin14.12%

MER2.89

Facebook ads

Ad spend$6,975.75

ROAS2.10

CPC$0.94

Shopify

CVR (bot filtered)2.38%

AOV$66.24

Campaign rev$4,265.30

Flow rev$1,928.40

Pop-up rate10.60%

Email % of revenue29.42%

Google ads

Spend$315.00

ROAS6.56

Expenses

COGS41.35%

Overhead1.06%

Inputs

New designs launched15

New ad creatives63

Campaigns sent3

Your #1 opportunity

CRO and volume/ scale

Your notes

I think I want to start to figure out International finally, but not sure if I should keep on inching up my CRO/ working on it until I have it past 3.00% stable... I'd like to start international though I think. Not sure what warrants more time right now with these stats.

Chris's review

$21K sales, 14% margin lines up with your 2.89 MER, FB ROAS 2.10, CVR 2.38, AOV $66, email at 29. You have a high-AOV brand. The drag is CVR.

You nailed the area. CRO is the number one. International can wait.

Action this week
CVR 2.38 with AOV $66 means you have a premium-priced brand that's not converting at the rate it should. Target is 3.0 stable, just like you said.
Study the stores in the community that have cracked 3.5 or higher. Get a second set of eyes on your product page from the Slack channel.
Most common CVR levers at your stage: 3-step checkout, reviews above the fold, top 6 to 8 colors per product only, trust seals visible before the scroll.
If you've made any recent product page changes, revert one at a time and watch the CVR number.
On your CPC
Your $0.94 CPC is slightly elevated but not the primary issue. AOV $66 is doing a lot of heavy lifting.
63 ad creatives this week is strong volume. You don't need more creatives right now, you need the landing page to close.
On International
Not this week. International adds fulfillment complexity, currency handling, and makes CVR diagnostics harder to read.
You said it yourself, get CVR past 3.0 stable first. Then international becomes a scale move instead of a chaos move.
When you're at 3.5 CVR and FB ROAS above 3.0, revisit it. That's the right time.
Hold
Email at 29% is solid, above the 25% target. Three campaigns is the ceiling, not the floor. Stay at 2 to 3.
Popup at 10.6% is healthy. Leave it alone.
Google at $315 and 6.56 ROAS is negligible. Don't touch it, don't expand it.

Next week target

CVR over 2.7 with at least one concrete product page change implemented and posted to the Slack channel for community eyes.

Member · 12

Antonio Rodriguez

Citywide Goods

This week · Leaky bucket

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Your scorecard

Top line

Total sales$29,278.62

Net profit margin1.06%

MER2.01

Facebook ads

Ad spend$14,484.91

ROAS1.78

CPC$0.84

Shopify

CVR (bot filtered)2.59%

AOV$51.07

Campaign rev$2,162.47

Flow rev$3,811.48

Pop-up rate7.60%

Email % of revenue20.40%

Google ads

Spend$74.24

ROAS0.00

Expenses

COGS37.61%

Overhead4.07%

Inputs

New designs launched20

New ad creatives55

Campaigns sent3

Your #1 opportunity

ROAS

Your notes

Big drop-off from the past couple of weeks mainly due to a winning design I had to take down because of a copyright claim. I decided not to fight it and just move on. This has taught me to be more careful with this type of stuff and to never rely on best sellers for too long. Majority of the ad spend was being directed towards that one design through multiple creatives so profits took a big hit.

Chris's review

$29.3K sales, 1.06% margin, MER 2.01, FB ROAS 1.78, CVR 2.59, AOV $51, email at 20%. The copyright hit explains the ROAS drop. The margin collapse is a separate problem.

You called ROAS but the number one is actually the leaky bucket. At MER 2.01, you should be near break-even at best, not 1% net. The math already accounts for the ad spend hit. Something else is leaking.

The math
MER 2.01 means roughly 50% of revenue goes to ads. That leaves 50% to cover COGS, overhead, and profit.
Your COGS is 37.61%, overhead is 4.07%. That's 41.68% in non-ad costs. 50% minus 41.68% should put you at roughly 8% margin, not 1%.
Something in those cost lines is off by about 7 points. First check: is the Printify rebate factored out of COGS? That comes up in almost every review. Run the math before anything else.
Action this week
Pull your actual Printify invoices, compare to Shopify revenue, and verify COGS is calculated with the rebate removed.
If COGS is accurate, pull overhead line by line. At $29K revenue, 4% overhead is $1,170. If actual overhead is running higher mid-month and averaging down, the weekly number is misleading.
Fix the margin math first. Until you know where the 7 points went, every other lever is noise.
On the copyright situation
You made the right call not fighting it. That's clean judgment.
The lesson you pulled, never rely on one bestseller for the majority of ad spend, is exactly right. Concentration risk is real.
20 new designs this week is solid. Make sure they mirror your other bestsellers in style, not just subject matter. Open Sort by Best Sellers and Sort by New side by side. If they look different, you've drifted.
On ROAS
Your CVR at 2.59 and AOV at $51 are both healthy. CPC at $0.84 is slightly elevated but not the problem.
Once the margin leak is plugged and you have a clear cost picture, the path to ROAS recovery is straightforward: cut ad spend to your proven winners, rebuild from there as new designs find traction.
Do not scale spend while margin is at 1%. You'd be scaling a leak.
Hold
Email at 20% is right at the floor. Three campaigns sent is on the dot. Leave it exactly there.
Google at $74 spend and 0.00 ROAS is a rounding error. Kill it. Zero focus there.
55 ad creatives tested is high volume. Once you know which designs have legs, that creative engine becomes your recovery mechanism.

Next week target

Margin math resolved. Know exactly where the 7-point gap came from before touching ad spend or ROAS.

Member · 13

Alex Chao

Chalk & Stone

This week · Designs like your bestsellers

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Your scorecard

Top line

Total sales$3,061.18

Net profit margin11.60%

MER2.28

Facebook ads

Ad spend$1,278.18

ROAS1.25

CPC$0.45

Shopify

CVR (bot filtered)2.01%

AOV$46.99

Campaign rev$622.77

Flow rev$635.88

Pop-up rate5.16%

Email % of revenue41.12%

Google ads

Spend$62.38

ROAS0.00

Expenses

COGS41.10%

Overhead1.80%

Inputs

New designs launched22

New ad creatives99

Campaigns sent3

Your #1 opportunity

FB Ads ROAS

Your notes

I'm improved my CRO over the past week. Tweaked it a lot and it seems to be making a small difference. Overall the MER is still doing okay, but the ads are doing really poorly. I need to publish a ton more and also put out more designs to find that winner. I think I'm in the valley of despair over the past month or so as I'm struggling to find that new design.

Chris's review

$3K sales, 11.6% margin lines up with your 2.28 MER, FB ROAS 1.25 on $0.45 CPC, CVR 2.01, AOV $47, email at 41. The ads are the constraint.

You identified the area. The number one is not more creatives, it is making the right creatives, ones that look like your bestsellers.

On your stated #1 and notes
You are right that FB ROAS is the lever. But you tested 99 ad creatives and ROAS is 1.25. Volume is not the issue. Direction is.
The valley of despair is real but the way out is not launching more random designs. It is studying what already sold and making variations of that.
Your CRO work is showing in CVR moving from wherever it was. Keep that locked in, do not keep tweaking it this week.
The actual diagnosis
CPC $0.45 is solid. That is not the drag.
CVR 2.01 is low-normal at your stage. Fixable but not the number one this week.
You launched 22 designs and tested 99 creatives and ROAS is still 1.25. That pattern means the creative direction is off, not the volume.
Open Sort by Best Sellers on your store. Then open Sort by New. If those two lists look different, you have drifted from your brand and your buyers.
Action this week
Pull your top 6 to 7 bestselling designs. Screenshot them. Drop them into Claude. Generate iterations with new sayings, seasonal angles, adjacent topics. Same visual language, new words.
Every new creative this week should be rooted in a proven bestseller, not a new direction.
Kill Google. $62 spend, zero ROAS. That money goes back into Meta testing.
Keep ad creatives in the 15 to 20 range this week, not 99. Shotgun volume without directional discipline is noise.
Hold
Email at 41 percent is hell yeah. Three campaigns is exactly the sweet spot. Do not change anything here.
Popup at 5.16 is below the 10 to 12 target but email is already carrying 41 percent. Not your constraint this week. One thing.
COGS at 41 is a touch above the 40 baseline. Not a fire, but check whether the Printify rebate is factored out. Run the math once so you know the real number.

Next week target

FB ROAS over 2.0. Every new creative tied directly to a proven bestseller design.

Member · 14

Samantha Wright

Adventure and Outdoors

This week · Fix attribution first, then creatives

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Your scorecard

Top line

Total sales$8,746.66

Net profit margin15.50%

MER2.79

Facebook ads

Ad spend$2,923.87

ROAS1.29

CPC$0.95

Shopify

CVR (bot filtered)5.90%

AOV$95.20

Campaign rev$3,988.99

Flow rev$653.13

Pop-up rate17.50%

Email % of revenue53.07%

Google ads

Spend$206.00

ROAS6.11

Expenses

COGS46.90%

Overhead1.72%

Inputs

New designs launched5

New ad creatives0

Campaigns sent4

Your #1 opportunity

FB CPC

Your notes

Vacation was great and I'm pleased with how prepping/schedulng emails took the stress out of things while I was away. I didn't pay attention to the meta ads account as closely as I normally do but that doesn't seem to have mattered. Things stayed about the same there. Focus is gettng back to regular inputs this week.

Chris's review

$8.7K sales, 15.5% margin lines up with your 2.79 MER, CVR 5.9, AOV $95, email carried the week at 53%. But FB ROAS at 1.29 on $2,900 spend with zero new creatives tested tells the real story.

You called CPC but I would redirect. The number one is getting fresh creative into the Facebook account and verifying the pixel is reading correctly.

The math
CVR at 5.9 and AOV at $95 should be producing a much higher ROAS than 1.29. When the inputs look that strong and the output doesn't follow, the first check is attribution.
Run Events Manager. Get pixel quality to 8 or 9 out of 10. If Facebook is not reading purchases correctly, the ROAS number is meaningless until that's fixed.
If pixel is healthy, the account ran stale on vacation with zero new creatives tested. That's the real drag.
Action this week
Zero new ad creatives this week was the miss. The account had nothing fresh to optimize toward. Launch 15 to 20 new ads this week, drop them into ad sets.
Check pixel health first, today. Events Manager, purchase event quality score. If it's below 8, that's step one before anything else.
COGS at 46.9 percent is above the 40 percent baseline. Verify the Printify rebate is being factored out of that number. If it is, watch for any recent price changes on your top sellers.
On your vacation week
Email carrying 53 percent of revenue while you were away is a real win. The scheduling prep you did worked exactly as it should.
4 campaigns is one over the sweet spot of 2 to 3. Not a problem this week given the context, but the target going forward is 3 max.
The account holding without active management is actually a good sign structurally. It means the foundation is there. Just needs fresh input now that you're back.
Hold
CVR at 5.9 and AOV at $95 are both excellent. Do not touch the store.
Google at 6.11 ROAS on $206 spend. Leave it alone, it's not the focus.
Pop-up at 17.5 percent is above benchmark. Leave it.

Next week target

Pixel quality at 8 or 9 in Events Manager confirmed. Minimum 15 new ad creatives launched into the account.

Member · 15

Kristin Hernandez

Dance Thoughts

This week · Email, email, email

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Your scorecard

Top line

Total sales$7,219.64

Net profit margin13.94%

MER3.01

Facebook ads

Ad spend$2,420.12

ROAS2.43

CPC$0.56

Shopify

CVR (bot filtered)2.61%

AOV$58.66

Campaign rev$257.92

Flow rev$591.82

Pop-up rate7.28%

Email % of revenue11.77%

Expenses

COGS46.12%

Overhead2.08%

Inputs

New designs launched1

New ad creatives0

Campaigns sent2

Your #1 opportunity

Designs

Your notes

Life was insanely busy this past few weeks, but now I can get back on track.

Chris's review

$7.2K sales, 13.94% margin against a 3.01 MER that predicts 15-20%. COGS at 46% is the quiet drag. FB ROAS 2.43, CPC $0.56, CVR 2.61, AOV $58.66. Email at 11.77% with a popup at 7.28%. One design launched, zero ad creatives.

You're right that designs matter, but the number one this week is the popup. Fix that first and the email revenue problem starts fixing itself passively.

Action this week
Popup at 7.28% is the unlock. Target is 10 to 12. Simplify the question, one field, one clear offer. No quiz, no friction.
Your email is at 11.77% of revenue with a list that should be producing 20 to 25. The popup is why the list isn't growing fast enough to close that gap.
You sent 2 campaigns. That meets the floor. Good. Hold that rhythm next week, 2 to 3, no more.
On your stated #1 (designs)
You're right that 1 design is way too low. That's a real problem.
But the popup is a passive fix you set once and it compounds every day. Do that first.
Then get to 7 designs a day as the active work. Look at your bestsellers, open Claude, generate iterations with new sayings and adjacent dance topics. Don't drift from your brand.
On COGS
46% COGS is above the 40% baseline. First question: is the Printify rebate factored out? That comes up in almost every review.
If yes, your prices need to go up or your product mix needs to shift toward higher-margin items.
At $7K revenue this drag is $440 a week. Not catastrophic yet but it becomes a ceiling as you scale.
On the busy stretch
Zero ad creatives tested is the other inputs flag. One design, zero ads. That's two weeks of falling behind compounding.
The good news: your CPC, CVR, and AOV are all in a healthy range. The machine works. It just needs to be fed.
Get designs and ads back into the funnel and the ROAS should climb without touching anything else.

Next week target

Popup rate over 10. Minimum 5 new designs launched. At least 5 new ad creatives into the account.

Member · 16

Alexandra Baia

Dolce Reverie

This week · Conversion rate

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Your scorecard

Top line

Total sales$132,705.77

Net profit margin22.22%

MER3.05

Facebook ads

Ad spend$42,867.00

ROAS2.72

CPC$0.57

Shopify

CVR (bot filtered)2.80%

AOV$66.25

Campaign rev$10,040.85

Flow rev$26,451.38

Pop-up rate9.60%

Email % of revenue27.50%

Google ads

Spend$632.00

ROAS15.70

Expenses

COGS39.10%

Overhead0.94%

Inputs

New designs launched0

New ad creatives0

Campaigns sent3

Your #1 opportunity

ads, designs, CRO

Your notes

I've been having a little bit of trouble balancing personal life, business, claude code, designs, ads. So I'm feeling a little bit overwhelmed. I haven't been able to get the inputs that I need to be pushing. So just trying to work it out, how to be more organized and efficient and just trying to balance better work and family life. Happy to have onboarded the google ads agency, and take google ads off my plate

Chris's review

$132.7K sales, 22% margin lines up with your 3.05 MER, FB ROAS 2.72, CPC $0.57, CVR 2.80, AOV $66, email at 27.5. The foundation is solid but zero inputs this week is the structural problem.

You named three things. I would narrow it to one. The number one is CVR, and the inputs gap is why you are not finding out yet.

On your notes
You are overwhelmed and you named it. That is the right diagnosis on the personal side.
Zero designs and zero ad creatives is the symptom, not the problem. The problem is you are trying to run the whole machine yourself.
Google Ads off your plate to an agency is the right call. That frees real bandwidth. Good move.
Claude Code is a long-term leverage play. But it is not what moves the number this week.
The math
CPC $0.57 is solid. AOV $66 is strong. CVR at 2.80 is the drag.
If CVR moves from 2.80 to 3.5 with the same CPC and AOV, FB ROAS goes from 2.72 to approximately 3.4. That is the scale unlock.
Email at 27.5 percent with 3 campaigns is right at the sweet spot. Leave it.
Google at 15.7 ROAS on $632 spend is fine. Agency handles it. Do not touch.
Action this week
One job: CVR. Open your funnel in Shopify. Pull Add to Cart, Reach Checkout, Sessions Converted. Find the drop-off point before anything else.
Go look at Jakob's store, Lars's store. Both have done CRO work in the last 60 days. Copy what they did. Do not reinvent.
Post in Slack with your funnel breakdown and ask for a second set of eyes. The community has solved this exact problem.
Three specific moves with the highest hit rate at your stage: 3-step checkout, reviews higher on the product page, top 6 to 8 colors per product only.
On inputs
Zero new designs and zero new creatives is a one-week problem, not a business problem. Do not spiral.
Next week, minimum 5 designs that look like your bestsellers. Open Sort by Best Sellers. Screenshot the top 6. Drop into Claude. Iterate on sayings and adjacent topics. That is the brief.
Even 5 designs back in the pipeline breaks the drought and gives your ads something to test.

Next week target

CVR over 3.2. At least 5 new designs launched that mirror bestsellers.

Member · 17

Jakob Pusterhofer

Wild Spirit

This week · Consolidate around winners

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Your scorecard

Top line

Total sales$78,110.02

Net profit margin21.75%

MER3.14

Facebook ads

Ad spend$20,429.16

ROAS2.09

CPC$0.62

Shopify

CVR (bot filtered)3.88%

AOV$55.14

Campaign rev$14,402.94

Flow rev$13,427.04

Pop-up rate10.70%

Email % of revenue35.63%

Google ads

Spend$4,436.86

ROAS3.65

Expenses

COGS32.56%

Overhead2.46%

Inputs

New designs launched42

New ad creatives113

Campaigns sent3

Your #1 opportunity

FB Ads

Your notes

Still trying to fix our FB ads. We've launched plenty of new creatives and rearranged some of our campaigns. Google Ads have been crushing it. Store credit campaign aswell. Currently focusing on automating and setting up Claude skills for the design process and ad creative process.

Chris's review

$78K sales, 21.75 margin (well above what your 3.14 MER predicts), FB ROAS 2.09, CVR 3.88, AOV $55, CPC $0.62, email at 35. The foundation is hell yeah.

You called the area but I would reframe the action. The number one is consolidating around your winners, not launching more.

The math
Your CPC, CVR, and AOV all math to a higher ROAS than 2.09. You have gold in the account and losers dragging it down.
You launched 113 new ad creatives this week and ROAS is still 2.09. The issue is not creative volume.
Action this week
Stop launching new ads. Get inside the account and cut.
Pull every ad set under your target ROAS. Kill it.
Scale the winners 15 to 20 percent every 2 to 3 days.
If you haven't watched the ad account review portions of prior cohort calls, watch those first.
Hold
Google at 3.65 ROAS on $4K spend is fine. Leave it alone.
Email at 35 percent is in the "really good" zone. 3 campaigns this week is the sweet spot. Leave it alone.
On the Claude automation work
Love it. Right long-term move.
But it is not what flips this week. Cut losers first. Then the creatives your automation produces actually have room to scale into.

Next week target

Ad account roughly half its current size. FB ROAS over 2.5. FB ad spend higher, not lower.

Member · 18

Christian Malmgren

UnbrokenReps

This week · Fix attribution first

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Your scorecard

Top line

Total sales$3,281.00

Net profit margin4.40%

MER2.50

Facebook ads

Ad spend$1,310.00

ROAS1.74

CPC$0.54

Shopify

CVR (bot filtered)3.73%

AOV$42.00

Campaign rev$1,456.00

Flow rev$425.00

Pop-up rate6.17%

Email % of revenue57.33%

Expenses

COGS44.10%

Overhead6.00%

Inputs

New designs launched18

New ad creatives14

Campaigns sent6

Your #1 opportunity

Ads

Your notes

Bounce back for last weeks horror where nothing worked. Had my higest email revnue ever with over 50%. That was a mix of store credit email for memorial, but also a bad week for ads, so email really save me this week. AOV dropped and COGS % increase due to Store Credit email (a lot of singel shirts) CR % is high. CPC back to normal so better traffic this week. Been to check my FB attribution. The score has dropped. Need to focus on getting FB roas 2.0 again.

Chris's review

$3.3K sales, 4.4% margin at 2.5 MER (should be ~10%), FB ROAS 1.74, CVR 3.73, AOV $42, email at 57 (store credit week). Attribution score is dropping and it's dragging everything.

You called ads. I'd go one layer deeper. The number one is fixing your pixel attribution before you do anything else with the ad account.

Action this week
Events Manager, get your pixel quality back to 8 or 9 out of 10. You already know the score dropped. That's the job this week.
Until attribution is clean, your FB ROAS number is a lie. You can't optimize against a bad signal.
Once pixel is healthy, check if FB ROAS is actually 1.74 or if it's reading lower than reality. CPC at $0.54 and CVR at 3.73 should produce a higher ROAS than that. The math doesn't add up, which points to attribution, not the account itself.
On the store credit week
Understand exactly what happened here. Email saved you because the store credit campaign pulled revenue forward. That's a one-time lever, not a repeatable channel strategy.
6 campaigns this week is over the 2 to 3 sweet spot. The bottleneck is never send more campaigns. Pull back to 3 max next week.
57% email is misleading this week. Once the store credit effect normalizes, you'll likely be back in the 20 to 30 range. Don't manage to a number that isn't real.
COGS at 44% and AOV at $42 from single-shirt orders is expected when you run store credit. Not a structural problem. Watch it next week when the catalog mix normalizes.
On the margin gap
2.5 MER should put you at roughly 10% margin. You're at 4.4. That gap is real.
Likely explained by the store credit redemptions compressing margin on individual orders. Confirm that before treating COGS as a structural problem.
If margin is still compressed next week without a store credit campaign, then dig into COGS. This week is noise.
Hold
CVR at 3.73 is excellent. Leave the site alone.
18 designs and 14 ad creatives is solid input volume. Keep that pace.
Don't touch the ad account creatively until the pixel is clean. You don't want to read performance against broken attribution data.

Next week target

Pixel quality score at 8 or above. FB ROAS reading clearly against clean attribution. Max 3 email campaigns sent.

Member · 19

Lynsey Roadnight

Lilyflower Milestones

This week · AOV

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Your scorecard

Top line

Total sales$2,992.65

Net profit margin-29.84%

MER1.41

Facebook ads

Ad spend$2,127.50

ROAS1.26

CPC$0.91

Shopify

CVR (bot filtered)3.19%

AOV$40.62

Campaign rev$448.26

Flow rev$285.20

Pop-up rate4.05%

Email % of revenue24.51%

Expenses

COGS38.18%

Overhead10.87%

Inputs

New designs launched4

New ad creatives14

Campaigns sent7

Your #1 opportunity

More Designs - lower CPC, increase AOV

Your notes

I've had a pretty awful few weeks and had to scale back ad spend to try and recover. Not the best week, but still working to turn things around. Full ownership, I haven't created enough designs this week

Chris's review

$2,992 in sales, negative 30 margin, MER 1.41, FB ROAS 1.26, CVR 3.19, AOV $40.62, CPC $0.91. The math tells the whole story: at $0.91 a click and $40.62 AOV you cannot be profitable on Facebook.

I would not prioritize designs or CPC this week. The number one is AOV, because until that number moves, every dollar you put into ads loses money by design.

The math
Your CVR at 3.19% is actually healthy. That is not the problem.
Your CPC at $0.91 times 3.19% CVR times $40.62 AOV gives a theoretical ROAS of 1.42. Your actual ROAS is 1.26. The inputs explain the output almost exactly.
At $40 AOV and $0.91 CPC you are structurally unprofitable on Facebook before COGS or overhead even touch it. There is no ad creative or design that fixes this math.
Action this week
Cut Facebook spend to $200 to $300 per day maximum while you fix AOV. Stop bleeding cash into a broken equation.
Add related products on your collection page and set a free shipping threshold at $74.99. That alone should push AOV from $40 to $45 or $46 without touching anything else.
Add manual product recommendations near your hero product. Pair items that logically go together on the product page.
Target is $50 AOV before you scale spend back up. At $50 AOV and $0.91 CPC your ROAS goes from 1.26 to 1.75 without changing a single ad.
On your stated number one
You said more designs, lower CPC, increase AOV. You called AOV and that is right.
CPC at $0.91 is not the constraint. You can get CPC to $0.70 and still be losing money at $40 AOV. Sequence matters here. Fix AOV first, then CPC becomes worth optimizing.
Designs are fine to keep launching but 4 this week is not the reason you are at negative 30 margin. Do not let design volume be the focus until the unit economics work.
On email
7 campaigns this week is over the sweet spot. Three is the max. More than that fatigues your list and you will see open rates drop. Pull back to 2 to 3 next week.
Email at 24.5 percent is actually solid given your overall numbers. Not the problem this week.
Popup at 4 percent is worth fixing but it is not the number one this week. One field, one clear offer, target 10 to 12 percent. File it for the week after you have AOV moving.

Next week target

Free shipping threshold live at $74.99 and related products added. AOV over $45 before spend goes back up.

Member · 20

Shona Todd

Bakers Tee

This week · Leaky bucket

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Your scorecard

Top line

Total sales$4,104.81

Net profit margin-4.67%

MER2.38

Facebook ads

Ad spend$1,721.64

ROAS2.01

CPC$0.43

Shopify

CVR (bot filtered)2.14%

AOV$45.42

Campaign rev$212.86

Flow rev$698.19

Pop-up rate8.22%

Email % of revenue22.19%

Expenses

COGS48.68%

Overhead4.27%

Inputs

New designs launched7

New ad creatives0

Campaigns sent3

Your #1 opportunity

Ads / Meta

Your notes

New Meta fun times eating into time this week, where a random catalogue from an older brand was linked to my pixel (don't know how or why) causing the pixel to try and optimise for 2 catalogues, one of course was not linked to anything. Hoping this issue is now fixed, but impacted ads from late Tuesday through Friday when a fix was made. Need to keep an eye on traffic this week to see if issues are lingering.

Chris's review

$4.1K sales, negative margin at a 2.38 MER. That math does not work. COGS at 48.68 is the problem, and the pixel chaos from this week made everything harder to read.

You called ads, and I get it given the pixel disaster. But the real number one is COGS. You cannot scale Meta out of a negative margin.

On the pixel issue
You're right to flag it. Pixel pulling from a ghost catalogue from Tuesday through Friday is a real explanation for why ROAS looks ugly at 2.01.
Before making any structural ad decisions this week, confirm the pixel is clean. Go into Events Manager, check pixel quality score. You want 8 or 9 out of 10.
If the pixel is clean, the 2.01 ROAS is a cost-of-goods problem, not an ads problem. See below.
The real number one: leaky bucket
A 2.38 MER should put you at roughly break-even or slightly positive. You are at negative 4.67 percent. That gap is COGS.
48.68 percent COGS is too high. The baseline is 40 percent or under. You are 8 to 9 points over. That alone explains the margin bleed.
First check: is the Printify rebate factored out of your COGS number? That comes up in almost every review at this stage. Run the math. If the rebate is not baked in, your real COGS might look different.
If the rebate is already factored in, you have a pricing problem. Your prices need to go up or your product mix needs to shift toward higher-margin items.
Action this week
Pull your top 10 products by revenue. Run the actual Printify cost vs. selling price on each one, factoring out the rebate.
Any product where COGS exceeds 40 percent, raise the price or cut it.
Use Claude to do the math. Give it your product list and Printify cost sheet and let it flag everything over 40 percent.
On ads
Zero new creatives this week is something to fix. You need at minimum 5 to 10 new ads tested each week to keep the account healthy.
But do not scale spend until the pixel is confirmed clean and COGS is fixed. Scaling a negative-margin business faster just loses money faster.
Hold
Email at 22 percent is solid. Three campaigns sent is right at the sweet spot. Leave it alone.
Pop-up at 8.22 is slightly under the 10 to 12 target. Worth a small simplification pass when ads and COGS are stabilised, but not the number one right now.
7 designs launched is the floor. Push toward 15 to 20 when the platform is stable.

Next week target

COGS under 40 percent on your top 10 products. Pixel quality score 8 or 9 in Events Manager. At least 5 new ad creatives in the account.

Member · 21

Lars Espen Kristiansen

Life is Best Outside

This week · Email, email, email

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Your scorecard

Top line

Total sales$24,429.00

Net profit margin8.46%

MER2.43

Facebook ads

Ad spend$10,033.00

ROAS2.32

CPC$0.72

Shopify

CVR (bot filtered)2.73%

AOV$59.23

Campaign rev$444.16

Flow rev$1,477.19

Pop-up rate4.61%

Email % of revenue7.87%

Expenses

COGS41.18%

Overhead2.84%

Inputs

New designs launched22

New ad creatives22

Campaigns sent2

Your #1 opportunity

Email, and returns?

Your notes

For some reason our return rate (refunds) have doubled over the last month. It's now at 3% for May (almost 4 the last week) which is not only bad for the profitmargin, but also super frustrating. I guess it might vary some over time, but it feels "off". Other than that we are plugging along trying to balance everything, and we are all in all pretty happy with where we are at. Overhead doubled since we onboarded Andreas.

Chris's review

$24.4K sales, 8.5 margin lines up with your 2.43 MER, CVR 2.7, AOV $59. But email is at 7.87 and your popup is at 4.61.

You nailed the area. The number one is email, specifically the popup.

Action this week
A 4.6 percent popup rate is leaving free money on the table. Target is 10 to 12.
Simplify the question. One field, one clear offer. No fancy multi-step quiz.
Your list is not being fed at the top. That's why $444 in campaign revenue looks the way it does.
Hold campaigns at 2 to 3 per week. Fix the popup first, then the same 2 to 3 sends produce real revenue.
On the returns question
3 to 4 percent refunds is real and worth investigating in parallel.
Pull a refund report. Look for patterns by product, size, or shipping geo.
But returns is not the lever this week. Margin already lines up with your MER. Cleanup project, not number one.
Hold
22 designs and 22 ad creatives is strong volume. Keep that going.
Overhead doubling for Andreas is fine at this revenue. Give him a quarter to pay for himself before re-evaluating.

Next week target

Popup rate over 10. Email percent of revenue over 15.

Member · 22

Patrizia Heinzl

Summit Soul

This week · Email, email, email

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Your scorecard

Top line

Total sales$13,156.76

Net profit margin20.69%

MER2.89

Facebook ads

Ad spend$4,286.87

ROAS2.72

CPC$0.79

Shopify

CVR (bot filtered)4.11%

AOV$42.44

Campaign rev$1,661.94

Flow rev$644.80

Pop-up rate4.97%

Email % of revenue17.53%

Google ads

Spend$262.95

ROAS5.35

Expenses

COGS39.16%

Overhead1.04%

Inputs

New designs launched7

New ad creatives74

Campaigns sent4

Your #1 opportunity

Focused on automation and switch to Printify choice. Need to put out more designs next week. Slowly trying to scale up again.

Your notes

created multiple automations or refined existing design workflows. also automated P&L and switched all products to Printify choice to reduce costs on sunday. Hope it will make a difference. Also changed email sign up popup. Unfortunatly it seems to perform worse than the previous one.

Chris's review

$13.2K sales, 20.69% margin running ahead of what a 2.89 MER predicts, CVR 4.11 is world class, FB ROAS 2.72. But email is at 17.53 and your popup is sitting at 4.97.

I would redirect the focus. The number one is the popup, not more designs and not automation.

On your stated #1
I get the instinct. Automation and Printify Choice are good long-term moves, and switching on a Sunday takes discipline. That work is done. Good.
But neither of those unlocks the next revenue tier this week. The popup does.
7 designs is under the floor. Top 1 percent is 7 a day. But fixing designs is third priority right now, not first.
Action this week
Your popup at 4.97 percent is less than half of where it needs to be. Target is 10 to 12.
You already changed it this week and it got worse. That tells you the change moved in the wrong direction. Revert or simplify further. One field, one clear offer, no friction.
Do not add more campaigns. You sent 4 this week and 3 is the max. The problem is the list is not growing fast enough, not the send cadence.
Fix the popup, hold campaigns at 2 to 3, watch email percent climb toward 25 on its own.
On the 74 ad creatives
74 creatives tested is very high volume. Respect.
FB ROAS at 2.72 with that many ads tells me you have gold in the account and losers dragging it. Same pattern as Jakob.
After the popup is locked, get in the ad account and cut. Pull every ad set under your target ROAS and kill it. Scale winners 15 to 20 percent every 2 to 3 days.
Volume is not the constraint here. Consolidation is.
Hold
CVR at 4.11 is world class. Do not touch the site.
Margin at 20.69 is ahead of expectation for a 2.89 MER. Printify Choice switch may already be showing up there. Leave COGS alone.
Google at 5.35 ROAS on $263 spend is a rounding error. Leave it alone, do not add to it.

Next week target

Popup rate over 10. Email percent of revenue over 20.

Member · 23

Trevor Welsh

Psiloteric Visions

This week · Leaky bucket

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Your scorecard

Top line

Total sales$2,817.30

Net profit margin0.00%

MER2.45

Facebook ads

Ad spend$1,151.37

ROAS1.84

CPC$0.92

Shopify

CVR (bot filtered)2.11%

AOV$90.57

Campaign rev$0.00

Flow rev$1,204.00

Pop-up rate2.83%

Email % of revenue42.74%

Expenses

COGS52.28%

Overhead7.52%

Inputs

New designs launched0

New ad creatives0

Campaigns sent0

Your #1 opportunity

Inputs - Designs, Testing, Emails

Your notes

Just haven't had the time to put towards the business. Hoping to get my time back soon.

Chris's review

$2.8K sales, 0% margin, MER 2.45 should put you at roughly 10%, COGS at 52% is the reason. FB ROAS 1.84, CVR 2.11, AOV $90.57, zero designs, zero ad creatives, zero campaigns.

You called inputs but I would redirect. The number one is COGS. You can't outrun a 52% cost of goods with more designs.

The math
At MER 2.45, you should be seeing roughly 10 percent net margin. You're at zero.
COGS at 52.28 percent is the leak. The baseline is 40 percent or below. You're 12 points over.
First check: is the Printify rebate factored out of your COGS calculation? This comes up in almost every review. Run the math before anything else.
Second check: review product pricing. At $90.57 AOV you have room to price correctly, but if Printify costs crept up and prices didn't move with them, you're eating the difference.
Action this week
Pull your Printify order costs for the last 30 days. Divide by Shopify revenue. Factor out the rebate. Get the real number.
If COGS is genuinely 52 percent after the rebate, identify the top 5 products by revenue and reprice them. Use Claude to run the math.
Do not spend more on ads until margin is fixed. Scaling a leaky bucket just accelerates the loss.
On your stated #1 and your notes
I hear you on the time. Zero designs, zero creatives, zero campaigns this week is a signal, not a strategy.
But here's the thing: more inputs into a broken margin doesn't fix the margin. Even if you had found the time, the COGS problem would still be there.
Fix the one number that's actively losing you money first. Then inputs become the lever.
Email
42.74 percent email revenue is hell yeah territory. Your flows are working hard. That's a genuine win.
Zero campaigns sent is leaving free money on the table, but it is not the number one this week. Fix COGS first, then add 2 to 3 campaigns as a second move.
Pop-up at 2.83 percent needs attention eventually. Target is 10 to 12. Simplify the question, one field, one clear offer. But this is a Phase 2 fix.

Next week target

COGS recalculated with Printify rebate factored out and top 5 products repriced if needed. Real margin number confirmed before touching ad spend or inputs.

Member · 24

Rob Lee

Wizardly Tees

This week · Kill Google

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Your scorecard

Top line

Total sales$13,410.26

Net profit margin6.93%

MER2.33

Facebook ads

Ad spend$3,878.53

ROAS1.95

CPC$0.70

Shopify

CVR (bot filtered)2.20%

AOV$53.75

Campaign rev$2,388.80

Flow rev$1,604.56

Pop-up rate8.62%

Email % of revenue29.78%

Google ads

Spend$1,883.31

ROAS627.41

Expenses

COGS41.91%

Overhead1.52%

Inputs

New designs launched20

New ad creatives39

Campaigns sent4

Your #1 opportunity

Ads and Designs

Your notes

My static ad tests for new designs have not been taking off lately. Need to keep pumping out new designs and testing them to find the next scalable winner. In the meantime, I also need to keep experimenting with different ad angles for my winners because nothing has connected with my audience very strongly yet.

Chris's review

$13.4K sales, 6.93% margin is way below what your 2.33 MER predicts, FB ROAS 1.95, CVR 2.20, AOV $53.75, email at 29.78. The leak is Google.

You called ads and designs but I would redirect. The number one is kill Google ads and put that $1,900 a week into Meta.

The math
At a 2.33 MER your margin should be around 10 percent. You are at 6.93. Something is eating the difference.
Google ROAS of 627 sounds incredible. It is almost certainly attribution noise, not real incremental revenue. Google picks up credit for sales Meta already closed.
You are spending $1,883 on Google every week and not at $1,000 a day profitable on Meta. That is the wrong order of operations.
Action this week
Turn off Google ads. Drop it like it's hot. Roll that $1,900 into your Meta campaigns immediately.
With the extra budget on Meta, bump your best ad sets 15 to 20 percent every 2 to 3 days. You have 39 creatives in the test pool. Find the winners and feed them.
Your COGS at 41.91 percent is creeping just above the 40 percent baseline. Make sure the Printify rebate is factored out of that number. If it is not, run the math and reprice. That 2 point gap is real money at your volume.
On ads and designs
You are not wrong that ad angles are the unlock, but you need more budget on Meta to get clean signal. Right now Google is splitting your spend and muddying the read.
39 ad creatives tested is strong volume. The issue is not creative output, it is that $1,900 is going to a channel that is not helping you find the winner.
20 new designs is solid. Keep launching designs that mirror your bestsellers. Open Sort by New and Sort by Best Sellers side by side. If they look different, you have drifted.
Hold
Email at 29.78 percent and 4 campaigns sent is over the sweet spot. 2 to 3 is the max. The bottleneck is not more campaigns. Keep the rhythm at 3 and stop there.
Pop-up at 8.62 percent is just below the 10 to 12 target. Worth a simple A/B on the offer copy, but this is a second priority, not the number one.

Next week target

Google ads off. Meta spend up by at least the amount you were giving Google. FB ROAS moving toward 2.5.

Member · 25

Aeneas Bonner

Happy Runner

This week · Kill Google, inputs

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Your scorecard

Top line

Total sales$7,186.90

Net profit margin8.43%

MER2.15

Facebook ads

Ad spend$2,869.05

ROAS2.57

CPC$0.63

Shopify

CVR (bot filtered)3.03%

AOV$48.77

Campaign rev$2,082.51

Flow rev$1,317.25

Pop-up rate9.61%

Email % of revenue47.30%

Google ads

Spend$472.17

ROAS2.12

Expenses

COGS42.68%

Overhead4.92%

Inputs

New designs launched10

New ad creatives0

Campaigns sent4

Your #1 opportunity

Inputs

Your notes

Am embarrassed by 0 designs. In my defence, I spent time onboarding a VA with aim of freeing me up for inputs. The store has been trundling along at single-digit profit on revenue of 20-30k/month since Christmas, and the only way to change that is to dramatically increase designs and ads. Decent performance this week was skewed by Memorial weekend store credit email, although Google Ads, only in their first full week, has dragged down the MER. I'm still struggling badly to organise myself.

Chris's review

$7.2K sales, 8.43% margin lines up with your 2.15 MER, FB ROAS 2.57, CPC $0.63, CVR 3.03, AOV $48.77, email at 47%. Foundation is fine. Zero ad creatives is the leak.

You called the area. The number one is inputs, but before you touch designs or ads, kill Google.

Action this week
Kill Google Ads today. First full week, 2.12 ROAS, dragging your MER down from what your FB account is actually producing. Google does not work effectively before Meta is humming at $1K per day profitable. Pull the budget, put it into Meta.
Zero ad creatives this week is the fundamental stall. I don't care that you had the VA onboarding. Launch 10 to 15 new ad creatives next week, minimum. Drop them into ad sets, see what the algorithm picks up.
Designs at 10 is low but not the emergency. The ad creative zero is. Ads first, then designs.
On the store credit email
47% email revenue is hell yeah territory. But 4 campaigns is one over the max. The store credit skewed this week. 2 to 3 campaigns is the sweet spot. Don't chase 47% by sending more, that's not repeatable.
Popup at 9.61% is close enough. Hold it where it is.
On the single-digit profit pattern
Your margin actually lines up with your MER. There is no hidden leak. COGS at 42.68% is 2 to 3 points above the 40% baseline, worth a look, but not the constraint this week.
The store trundling at 20 to 30K since Christmas is an inputs problem. You have a working store with proven economics. The only variable you can pull is volume of ads and designs. The VA was the right call if it frees you to do that.
On the organisation struggle
Get one number. This week it is: ad creatives launched. Not designs, not campaigns, not email. One output number. Count it every day.

Next week target

Google Ads off. 10 to 15 new ad creatives live in Meta

Member · 26

Bahador Jamshidi

Coolchy

This week · Consolidate around winners

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Your scorecard

Top line

Total sales$9,571.32

Net profit margin-1.83%

MER1.81

Facebook ads

Ad spend$5,288.60

ROAS1.36

CPC$0.71

Shopify

CVR (bot filtered)1.70%

AOV$56.93

Campaign rev$768.89

Flow rev$894.98

Pop-up rate4.68%

Email % of revenue17.38%

Expenses

COGS42.82%

Overhead1.82%

Inputs

New designs launched5

New ad creatives2

Campaigns sent2

Your #1 opportunity

Conversion Rate

Your notes

Still my bottleneck is the CVR. This week I asked for fellow MM members and made some changes to the header section of my pages which has started to help with my ATC (where the most drop off has happenned). Also, testing a new email pop up and hoping an incrased sign up rate would help with a better ATC. On another note, I've really been slowed down with my inputs as I spent a good chunk of time with Claude building systems for ads and designs. So I hope that's more of an investment for future inputs.

Chris's review

$9.6K sales, negative 1.83% margin at a 1.81 MER, FB ROAS 1.36, CVR 1.70, AOV $57, email at 17. The margin and the ROAS are both telling the same story.

I would not put CVR at the top this week. The number one is the leaky bucket. You are losing money on ads and your COGS at 42.82 needs to be the first thing you fix.

The math
At 1.81 MER your expected margin is roughly break-even to slightly negative. You are at negative 1.83. That actually lines up. This is not a mystery leak.
The issue is your COGS at 42.82 and your FB ROAS at 1.36. At 1.36 ROAS you are spending $1 in ads to make $1.36 in revenue. After COGS and overhead, that math does not work.
You cannot CVR-optimize your way out of a 1.36 ROAS. The output metric is broken. Fix the inputs first.
Action this week
First: check whether the Printify rebate is factored out of your COGS. 42.82 is two to three points above the 40 percent baseline. Run the math. If the rebate is not factored in, your real COGS is lower and your prices might be fine. If it is factored in, your prices need to go up.
Second: do not increase ad spend right now. At 1.36 ROAS you are burning money at scale. Hold spend flat until ROAS is above 2.0.
Third: cut ads. You tested 2 creatives this week. That is too low to find winners, but before you ramp creative volume, audit what is running. Kill everything under 1.8 ROAS. Consolidate spend behind anything above 2.0.
On your stated number one (CVR)
You are not wrong that 1.70 CVR is a problem. But CVR is not the constraint this week.
Fixing the header and testing a new popup are good moves, keep them going. If CVR climbs to 2.5 and ROAS is still 1.36, you still lose money. Sequence matters.
Come back to CVR hard once ROAS is above 2.0. Then it becomes the number one.
On the Claude systems build
I get it and I respect the investment. Building systems is right long-term.
But 5 designs and 2 ad creatives this week is not enough to move the needle on an account that needs winners. Once the systems are live, the output needs to be 15 to 20 creatives and 20 plus designs per week. That is what the system needs to produce to justify the build time.
Do not slow down inputs for more than one week on this kind of build.
Hold
Email at 17 percent with 2 campaigns is fine for now. Not the number one. Keep the 2 campaigns going.
Overhead at 1.82 is squeaky clean. Not the issue.

Next week target

COGS math confirmed with Printify rebate factored out. FB ROAS above 2.0 before any spend increases.

Member · 27

Steve Brigden

SLBMoto

This week · Leaky bucket

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Your scorecard

Top line

Total sales$6,302.45

Net profit margin3.86%

MER2.23

Facebook ads

Ad spend$2,829.30

ROAS2.06

CPC$0.64

Shopify

CVR (bot filtered)2.88%

AOV$40.53

Campaign rev$257.57

Flow rev$300.84

Pop-up rate4.95%

Email % of revenue8.86%

Expenses

COGS45.08%

Overhead3.64%

Inputs

New designs launched11

New ad creatives14

Campaigns sent3

Your #1 opportunity

Ads and Designs

Your notes

Still building on what is working over the last few weeks. Will be iterating on the designs that are working and running more ad testing.

Chris's review

$6.3K sales, MER 2.23 should land you around 6.5% margin. You're at 3.86. COGS at 45% is the gap, and email at 8.86 with a 4.95 popup is free money sitting there too.

The number one is the leaky bucket. Fix COGS first, then the email popup will actually matter.

Action this week
First check: is the Printify rebate factored out of your COGS? This comes up in almost every review. If it's not, your real COGS number is lower than 45 and this is a math fix, not a product problem.
If the rebate is already factored in, run your pricing. At 45% COGS and $40.53 AOV you have almost no room. The benchmark is 40% COGS or lower. A $2 to $3 price increase per product closes most of that gap.
Use Claude to run the math. Pull your top 10 SKUs, enter their Printify cost, current price, and rebate rate. Find every product where COGS exceeds 42% and reprice it.
Margin at 3.86% means you're working hard for almost nothing. Fix this before scaling anything.
On ads and designs (your stated #1)
You're not wrong to stay in this lane. Iterating on what's working is the right instinct.
But scaling ad spend into a 3.86% margin is the wrong order. You'll scale a leak, not a business.
Hold ad budgets where they are. Don't cut, don't scale. Once COGS is fixed and margin is above 10%, then bump spend 20% every 2 to 3 days.
On email
4.95% popup rate is the second problem. Target is 10 to 12.
Simplify the popup. One field, one clear offer. No quiz, no multi-step.
You sent 3 campaigns, which is at the max. That's fine. The bottleneck is not send volume, it's capture rate. Fix the popup and the same 3 campaigns produce real revenue instead of $258.
Hold
CPC at $0.64 is solid. CVR at 2.88 is in range. These are not the problem.
14 ad creatives and 11 designs is decent volume for this stage. Keep the pace, don't add more right now.

Next week target

COGS number verified (rebate factored or not), pricing updated on every SKU above 42% COGS, margin math re-run. Popup simplified and live.

Member · 28

Brandy Wittekind

The Rural Nation

This week · Email, email, email

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Your scorecard

Top line

Total sales$10,591.57

Net profit margin9.65%

MER2.32

Facebook ads

Ad spend$4,224.67

ROAS2.20

CPC$0.63

Shopify

CVR (bot filtered)2.68%

AOV$39.79

Campaign rev$843.69

Flow rev$1,836.64

Pop-up rate3.91%

Email % of revenue25.31%

Google ads

Spend$349.00

ROAS22.71

Expenses

COGS41.90%

Overhead2.89%

Inputs

New designs launched31

New ad creatives0

Campaigns sent2

Your #1 opportunity

Ad input/AOV

Your notes

AOV is lower because of a sale/discount. I didn't get any new ads created due to being on vacation. Working on those this week.

Chris's review

$10.6K sales, 9.65% margin lines up with your 2.32 MER, FB ROAS 2.20, CVR 2.68, AOV $39.79, email at 25. Zero new ads this week.

You partially called it. AOV is not the number one this week. The popup at 3.91 is where the leak is, and that is what kills email long-term.

Action this week
Popup rate at 3.91 percent is less than half the 10 to 12 target. That is the number one move this week.
Simplify the form. One field, one clear offer. No quiz, no multi-step. Get out of your own way.
Email at 25 percent and 2 campaigns is right on the floor. Hold 2 to 3 campaigns per week. Do not add more than 3.
On the vacation and zero new ads
Totally fine for one week. You named it, you own it.
This week: get 15 to 20 new creatives live. Drop them into ad sets, let the algorithm sort it out.
At 2.20 FB ROAS with a $0.63 CPC and 2.68 CVR, the account is not broken. It just needs fresh creative to find the next winner.
On AOV and the sale
$39.79 is low but you explained it. The discount pulled it down.
When you are not running a sale, free shipping threshold around $74.99 and related products on the collection page are the two moves that get you to a $45 AOV by default.
Do not chase AOV this week. Fix the popup, get ads back in the account. AOV is a cleanup item.
On COGS
41.90 percent COGS is just above the 40 percent baseline. Watch it.
Confirm the Printify rebate is factored out of that number. It comes up in almost every review. If it is not, your true margin is higher than 9.65 and the number reads cleaner.
Hold
31 new designs is strong volume. Keep that going.
Google at 22.71 ROAS on $349 spend is irrelevant at this stage. Leave it alone, do not add budget there.
Overhead at 2.89 percent is fine. Nothing to do.

Next week target

Popup rate over 10. At least 15 new ad creatives live in the account.

Member · 29

Chris Hall

Triangle Threads

This week · Email, email, email

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Your scorecard

Top line

Total sales$17,837.97

Net profit margin12.01%

MER2.80

Facebook ads

Ad spend$5,422.58

ROAS2.43

CPC$0.62

Shopify

CVR (bot filtered)2.48%

AOV$62.15

Campaign rev$2,261.41

Flow rev$2,112.34

Pop-up rate2.88%

Email % of revenue24.52%

Google ads

Spend$951.38

ROAS7.30

Expenses

COGS41.82%

Overhead2.30%

Inputs

New designs launched21

New ad creatives8

Campaigns sent4

Your #1 opportunity

CVR/Pop Up

Your notes

CVR - the higher my revenue gets the lower my CVR and Pop Up rates get, they pretty much follow the pattern exactley. Will have to keep optimizing. I'm also contemplating the mockup test

Chris's review

$17.8K sales, 12% margin lines up with your 2.80 MER, FB ROAS 2.43, CVR 2.48, AOV $62. But your popup is at 2.88 and email is sitting on 24 percent with room to push.

I would redirect your focus. CVR at 2.48 is not the leak. The popup is, and that's where the email list comes from.

On your stated #1
You called CVR and popup. Popup is right. CVR is not.
2.48 bot-filtered is in the healthy range. It's not your constraint.
The correlation you're seeing (higher revenue, lower CVR) is traffic mix changing, not a store problem. As cold traffic scales, CVR dips. That's normal.
Kill the mockup test idea for now. CVR is not broken enough to chase.
Action this week
2.88 percent popup rate is the number one. Target is 10 to 12. You're leaving the majority of your list building on the table.
Simplify the form. One field, one clear offer. No multi-step quiz.
Your email percent at 24.5 is solid but it gets a lot better when the list is actually growing. Fix the top of the funnel first.
4 campaigns sent is over the sweet spot. The sweet spot is 2 to 3. Hold there next week, do not add more.
On Google
7.30 ROAS on $951 is producing but Google is never the number one until you're at $1K a day profitable on Meta.
Leave it running. Do not scale it. Do not think about it this week.

Next week target

Popup rate over 8. Keep campaigns at 2 to 3, not 4.

Member · 30

Jean-Yves Lemoigne

Heritage Collective

This week · Kill Google

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Your scorecard

Top line

Total sales$34,745.00

Net profit margin3.00%

MER2.17

Facebook ads

Ad spend$12,972.00

ROAS2.23

CPC$0.86

Shopify

CVR (bot filtered)3.28%

AOV$57.21

Campaign rev$4,128.00

Flow rev$5,615.12

Pop-up rate7.83%

Email % of revenue28.04%

Google ads

Spend$3,020.00

ROAS2.16

Expenses

COGS42.00%

Overhead5.33%

Inputs

New designs launched30

New ad creatives55

Campaigns sent2

Your #1 opportunity

ADS

Your notes

This week, it was a lot about AI and Claude Code. I spent two days really developing the Claude Code, and then I created five apps to launch and design ads. Hopefully it will have an impact in the coming weeks.

Chris's review

$34.7K sales, 3% margin lines up with your 2.17 MER, FB ROAS 2.23, CVR 3.28, AOV $57. But you are spending $3K on Google at a 2.16 ROAS and it is dragging everything down.

You said ads and you are right, but the move is not more ads. The move is kill Google and push that $3K into Meta.

Action this week
Kill Google. Drop it like it's hot. $3K at 2.16 ROAS is drag, not contribution.
Take that $3K budget and reallocate directly into your Meta winners.
You are not at $1K per day profitable on Meta alone yet. Google does not work without that foundation. Full focus on Meta first.
Once Google is off, watch your MER climb. Your FB ROAS at 2.23 is the real number to build from.
On the leaky bucket
COGS at 42 is two points above the 40 baseline. Small but worth checking: is the Printify rebate factored out? That two points is real margin at your volume.
Margin at 3 lining up with MER 2.17 means there is no dramatic leak. Fix the Google drag first and this number will improve on its own.
On the popup
7.83 popup rate is below the 10 to 12 target. That is free list growth you are leaving behind.
Simplify the question. One field, one clear offer. No quiz, no multi-step. Just an email and a reason to give it.
Email at 28 is solid and your flows at $5.6K show the list is healthy. Feed the top of it better.
On the Claude Code work
I love the long-game thinking. Five apps and a design automation system is exactly the right kind of leverage to build.
But it is not what moves this week. Two days of building while Google is burning $3K at sub-2.5 ROAS is sequencing backwards.
Finish the tool. Then run it on a stable Meta-only ad account that is actually scaling.
Hold
30 designs and 55 creatives is solid input volume. Keep that going.
2 campaigns sent is at the floor but meets the minimum. Hold 2 to 3, do not go over 3.
CVR at 3.28 is healthy. AOV at $57 is strong. Nothing broken in the conversion stack.

Next week target

Google spend at zero. Meta spend up by at least the $3K Google was burning. FB ROAS trending toward 2.5.

Member · 31

Thomas Knapp

Hardcore Catholics

This week · Conversion rate

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Your scorecard

Top line

Total sales$16,521.52

Net profit margin12.60%

MER2.82

Facebook ads

Ad spend$4,712.21

ROAS2.14

CPC$0.54

Shopify

CVR (bot filtered)2.10%

AOV$60.56

Campaign rev$1,514.06

Flow rev$2,458.84

Pop-up rate1.72%

Email % of revenue24.05%

Google ads

Spend$1,002.66

ROAS2.66

Expenses

COGS42.87%

Overhead5.07%

Inputs

New designs launched1

New ad creatives2

Campaigns sent3

Your #1 opportunity

Inputs

Chris's review

$16.5K sales, 12.6% margin lines up with your 2.82 MER, CPC $0.54, AOV $60. But CVR is at 2.1 and FB ROAS is stuck at 2.14.

I would not make inputs the number one this week. The number one is conversion rate.

Action this week
Your CPC is solid and AOV is strong. The only thing holding FB ROAS at 2.14 is that 2.1% CVR. That is the leak.
Go look at members running 3.5%+ CVR. Talk to them. Ask what they changed on the product page.
Get a second set of eyes in Slack. Post your product page link and ask for honest feedback.
Top priorities: switch to 3-step checkout, move reviews higher on the product page, trust seals above the fold, cut your catalog to your top sellers only. Pick two and execute this week.
If you made any site changes recently and CVR dropped after, revert immediately.
On the inputs call
You are right that inputs are low. 1 design and 2 ad creatives is well below the floor.
But launching more ads into a 2.1% CVR just burns budget. Fix the page first, then every creative you launch actually has a chance.
Once CVR is over 2.5, the input volume conversation becomes the number one.
On Google
I would kill Google this week. Drop it like it's hot.
You are not at $1,000 per day profitable on Meta yet. Google doesn't work at scale until Meta is locked in first.
Redirect that $1K per week to Meta once CVR moves.
On the popup
1.72% popup rate is a serious hole in your list growth. Target is 10 to 12.
Simplify it. One field, one clear offer. No multi-step.
Your email percent is already at 24% so the existing list is being used well. But you are not adding to it.
Not the number one this week, but fix it alongside the CVR work.

Next week target

CVR over 2.5. Two product page changes shipped. Google paused.

Member · 32

Tim Dobyns

Inspired Garden Life

This week · Leaky bucket

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Your scorecard

Top line

Total sales$4,302.55

Net profit margin-0.06%

MER1.72

Facebook ads

Ad spend$2,494.39

ROAS1.50

CPC$0.72

Shopify

CVR (bot filtered)2.04%

AOV$55.88

Campaign rev$0.00

Flow rev$550.49

Pop-up rate7.46%

Email % of revenue12.79%

Expenses

COGS39.00%

Overhead0.05%

Inputs

New designs launched0

New ad creatives7

Campaigns sent0

Your #1 opportunity

Chris's review

$4.3K sales, negative margin at a 1.72 MER, FB ROAS 1.50, CVR 2.04, AOV $55.88, email at 12.79 with zero campaigns sent and $0 in campaign revenue.

I would redirect from CVR. The number one is the margin leak, and until that's fixed, nothing else tells us the truth.

On your stated #1
You said CVR. At 2.04 it's below benchmark, but that's not the constraint this week.
At a 1.72 MER you should be around break-even or slightly positive. You're at negative margin. That's the leak.
Fix the leak first. Then the CVR number becomes readable.
Action this week
First check: is the Printify rebate factored out of COGS? COGS at 39% looks clean on the surface but this comes up in almost every review. Run the exact math. Printify rebate comes off the cost, not the revenue side.
With $2,494 in ad spend on $4,302 in sales, ad spend alone is 58% of revenue. At 39% COGS that's already 97%. Overhead plus any returns or fees pushes you negative. The math says your price floors are too low or your COGS number is off.
Pull your top 5 products. Run the actual Printify cost against the sale price after any discounts. Use Claude. Find the products where you're eating margin and reprice or pause them.
Email
Zero campaigns sent, $0 in campaign revenue, email at 12.79%. Schedule 2 campaigns this week. Not flows. Campaigns. Your flows are running ($550 from flows) which tells you the list is alive. Feed it.
Popup at 7.46% is below the 10 to 12 target. Simplify the ask. One field, one clear offer.
Hold
CVR at 2.04 needs work eventually but it is not the move this week. You can't read conversion rate accurately when margin math is broken and ad spend is 58% of revenue.
Zero new designs this week is a problem to address once the margin floor is solid. You need to be launching designs every week to have a pipeline. That's a week-2 conversation after the pricing fix.
7 ad creatives tested is light but acceptable given the scale. Do not scale spend until margin turns positive.

Next week target

Positive net margin. Repriced or paused products where COGS math doesn't clear. Two email campaigns sent.

Member · 33

Aaron Bowersock

GG Tees

This week · Consolidate around winners

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Your scorecard

Top line

Total sales$11,397.86

Net profit margin18.67%

MER2.33

Facebook ads

Ad spend$4,714.48

ROAS1.97

CPC$0.62

Shopify

CVR (bot filtered)2.63%

AOV$47.13

Campaign rev$406.93

Flow rev$2,406.37

Pop-up rate0.00%

Email % of revenue24.68%

Google ads

Spend$183.96

ROAS4.53

Expenses

COGS37.20%

Overhead1.15%

Inputs

New designs launched8

New ad creatives80

Campaigns sent2

Your #1 opportunity

AOV

Your notes

I've re-evaluated and honed my design requirements for targeting those wives of nerds.

Chris's review

$11.4K sales, 18.67% margin on a 2.33 MER (actually above expected, no leak), FB ROAS 1.97, CPC $0.62, CVR 2.63, AOV $47. But you launched 80 ad creatives and ROAS is still under 2. And your popup is at zero.

I would not prioritize AOV. The number one is your ad account. You have gold in there buried under losers, and you have zero popup, so your list is not growing at all.

On your AOV call
$47 AOV is right in the sweet spot. Chasing it is not the move this week.
CPC at $0.62 is solid. CVR at 2.63 is in the healthy range. Those numbers math to a higher ROAS than 1.97.
The constraint is not in the triangle. It's in the ad account itself.
Action this week
You launched 80 creatives and ROAS is still 1.97. That is the Jakob pattern. Volume is not the problem. Losers dragging winners down is the problem.
Get inside the account. Pull every ad set running below your target ROAS. Kill it. Then scale the winners 15 to 20 percent every 2 to 3 days.
Stop launching new ads until you've cut. The account needs to get smaller before it gets better.
On the popup
Zero percent popup rate. Not a low number. No number. Your flows are doing $2,400 a week which means the list has value, but you are adding zero new people to it.
Get a popup live this week. One field, one offer. Target is 10 to 12 percent capture rate.
Email at 24.68 percent looks decent now. Without list growth it decays. This is the slow bleed.
On the design notes
Honing requirements for wives of nerds is the right strategic instinct. The problem is 8 designs this week with 80 ad creatives. That ratio is inverted.
More shots at the target means more designs, not more ads off the same designs. Push toward 20 to 25 designs next week that mirror your bestsellers in that niche.

Next week target

Ad account half its current ad set count. FB ROAS over 2.3. Popup live and capturing.

Member · 34

Joanne (Jo) Conlon

Happy Plant People

This week · Email, email, email

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Your scorecard

Top line

Total sales$54,363.77

Net profit margin14.60%

MER3.00

Facebook ads

Ad spend$18,093.99

ROAS2.47

CPC$0.65

Shopify

CVR (bot filtered)3.47%

AOV$51.68

Campaign rev$4,894.55

Flow rev$7,456.77

Pop-up rate5.49%

Email % of revenue22.72%

Expenses

COGS46.42%

Overhead0.56%

Inputs

New designs launched6

New ad creatives0

Campaigns sent1

Your #1 opportunity

Ads

Your notes

Managing to keep designs and email ticking over, ads need some attention this week. Hired a Customer Service Manager, been a great move for me so far, is taking up a lot of time at the moment but still feel this is a weight lifted off my shoulders - now looking forward to my trip to Mykonos next week 😎🇬🇷👩‍💻. No out and out 'best seller' at the moment, need to find a new one soon, my store went quiet last June/July don't want that to happen this year.

Chris's review

$54.4K sales, 14.6% margin lines up with your 3.0 MER, FB ROAS 2.47, CVR 3.47, AOV $51.68. But you launched zero ad creatives and sent one campaign with a 5.49 popup rate.

You said ads, and I partially agree. But the bigger unlock this week is email, specifically the popup rate and campaign cadence.

The math
Your FB ROAS at 2.47 is the symptom, not the disease. With CVR 3.47 and CPC $0.65 you are not far off. The drag is ad creative volume, zero new ads tested this week.
But before you fix ads, look at email at 22.72 percent. That is fine. The popup at 5.49 percent is not. You are losing list growth every single day.
Action this week
Fix the popup first. One field, one clear offer. No quiz, no multi-step. Target is 10 to 12 percent. This is a one-day fix.
Send 2 campaigns this week, not one. Your flow revenue at $7.4K shows the list is alive. Feed it.
Launch 15 to 20 ad creatives. Zero new ads tested is the biggest hole in the whole card. You cannot diagnose ROAS with no creative rotation happening. This is the ads work you flagged, and it is the right call.
On the bestseller worry
The June/July quiet is a real pattern to watch. The fix is not finding one breakout. It is launching more iterations of your current top performers before summer. Open Sort by Best Sellers, drop those images into Claude, generate new sayings and adjacent topics. More shots at the next winner using what already works.
6 new designs this week is below the floor for where you are. Push to 20 to 30 next week.
On the CS hire and Mykonos
The CS hire is the right move. Less reactive time equals more builder time. That is how this compounds.
Enjoy Mykonos. The work this week is popup fix and campaign schedule. Both can be done before you leave.

Next week target

Popup rate over 10. Two campaigns sent. At least 15 new ad creatives in rotation.

Member · 35

Karen Agar

Whimsy and Wonder

This week · Email, email, email

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Your scorecard

Top line

Total sales$10,112.53

Net profit margin8.20%

MER2.40

Facebook ads

Ad spend$4,217.00

ROAS2.09

CPC$0.28

Shopify

CVR (bot filtered)2.46%

AOV$50.14

Campaign rev$187.00

Flow rev$739.00

Pop-up rate3.70%

Email % of revenue9.16%

Expenses

COGS44.00%

Overhead2.70%

Inputs

New designs launched25

New ad creatives10

Campaigns sent2

Your #1 opportunity

work on ads

Chris's review

$10.1K sales, 8.2% margin lines up with your 2.40 MER, CPC $0.28 (excellent), CVR 2.46, AOV $50. But email is at 9.16 and your popup is at 3.70.

I would redirect you. The number one is not ads. It's email, specifically the popup that feeds the list.

On your stated #1
You said work on ads. I get it, CPC $0.28 is excellent and your CPC is not the issue.
Your inputs math to a much higher ROAS than 2.09. CPC $0.28, CVR 2.46, AOV $50 should produce a 4.4 ROAS. Something is eating it.
That gap is most likely your email list being starved. At 9.16% email revenue, you are not capturing or converting your warm traffic. Fix the top of the email funnel first, then your overall ROAS goes up without touching the ad account.
Action this week
A 3.70% popup rate is the core problem. Target is 10 to 12.
Simplify the popup down to one field, one clear offer. No quiz, no multi-step. Just name, email, and a discount.
Your flow revenue ($739) is doing more work than your campaigns ($187). That means the flows are decent but the list is not growing fast enough to feed them.
Two campaigns this week is at the floor. Hold that and fix the popup first. Once the capture rate is over 10, those same two campaigns produce real revenue.
On COGS
COGS at 44% is four points above the 40% baseline. Worth checking.
First question: is the Printify rebate factored out? That comes up in almost every review and is usually the reason COGS reads higher than it should.
If the rebate is already factored in, you likely have a pricing problem on a handful of products. Run the math product by product, not at the store level.
On ads
Your CPC at $0.28 is fantastic. The ad account is doing its job.
10 ad creatives tested this week is below the 15 to 20 benchmark. Push toward 15 next week, but this is not the number one.
Do not add new ad creative directions until the email side is diagnosed. You want to scale into a store that converts warm traffic properly.

Next week target

Popup rate over 10. Email percent of revenue over 15. COGS math confirmed with Printify rebate factored out.

Member · 36

Tommy Lander

Apocalypse Club

This week · Email, email, email

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Your scorecard

Top line

Total sales$4,550.59

Net profit margin15.89%

MER2.91

Facebook ads

Ad spend$1,564.02

ROAS2.56

CPC$1.25

Shopify

CVR (bot filtered)4.75%

AOV$47.16

Campaign rev$575.88

Flow rev$255.22

Pop-up rate4.64%

Email % of revenue18.26%

Expenses

COGS39.00%

Overhead5.20%

Inputs

New designs launched15

New ad creatives5

Campaigns sent3

Your #1 opportunity

CPC

Your notes

Found a couple of new lifestyle ads that are doing well. CPC for these remains high. Need more ads this week. Will scale budgets as long as ROAS holds

Chris's review

$4.5K sales, 15.9% margin lines up with your 2.91 MER, FB ROAS 2.56, CVR 4.75, AOV $47. But email is at 18 percent and your popup is at 4.64.

I would not prioritize CPC. Your number one is the popup, and email from there.

On your CPC call
Your CPC at $1.25 is high, but your CVR is 4.75 and AOV is $47. That math produces a 2.56 ROAS. The output metric is fine.
CPC is not the constraint. When ROAS is holding, the inputs are doing their job.
Keep launching ads. Five new creatives is under benchmark but at this stage and revenue level, that is reasonable. Push toward 10 to 15 this week.
Action this week
A 4.6 percent popup rate is leaving real money on the table. Target is 10 to 12.
Simplify the popup. One field, one clear offer. Kill any multi-step or friction.
Your list is not being fed at the top. That is why email is sitting at 18 percent instead of 25.
You sent 3 campaigns this week, which hits the ceiling. Hold at 3. Fix the popup first so the same 3 sends produce more revenue as the list grows.
Hold
COGS at 39 and overhead at 5.2 are both clean. Margin lines up with MER. No leak here.
CVR at 4.75 is world class. Do not touch the site.
15 designs this week is solid. Keep the volume going.

Next week target

Popup rate over 10. Email percent of revenue over 22.

Member · 37

Todd Derman

Rustic Edge Company

This week · Leaky bucket, then scale

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Your scorecard

Top line

Total sales$3,590.94

Net profit margin19.69%

MER2.79

Facebook ads

Ad spend$1,288.00

ROAS2.27

CPC$0.58

Shopify

CVR (bot filtered)3.10%

AOV$49.50

Campaign rev$668.50

Flow rev$159.38

Pop-up rate4.20%

Email % of revenue23.05%

Expenses

COGS44.00%

Overhead1.00%

Inputs

New designs launched15

New ad creatives20

Campaigns sent3

Your #1 opportunity

Finding winners to scale.

Your notes

Trending in the right direction. Made some site changes tha seemed to have helped CR. We'll see if it holds. I launched a catalog campaign and it started off well but then died.

Chris's review

$3.6K sales, 19.7% margin against a 2.79 MER that should produce 15-20%, FB ROAS 2.27, CVR 3.1, AOV $49.50, email at 23. The foundation is solid but COGS at 44 is the first thing to fix.

You called the right area but I'd back up one step. Before chasing winners to scale, make sure COGS isn't eating what you scale into.

The math
COGS at 44 percent is above the 40 percent baseline. At your revenue level that 4 percent gap is small in dollars but it compounds hard as you scale.
First check: is the Printify rebate factored out of COGS? That comes up in almost every review. Run the math before anything else.
At 2.79 MER your 19.7 percent margin is in range. If COGS is clean, the bucket is not leaking. If it's not factored right, fix prices first.
Action this week
Confirm the Printify rebate math. Use Claude, get it done today, not next week.
Once COGS is confirmed clean, your stated #1 is right. Find the winners and scale them. 2.27 FB ROAS with a 3.1 CVR and $0.58 CPC tells me you have ads working and ads dragging. Pull the losers, scale the winners 15 to 20 percent every 2 to 3 days.
Your catalog campaign dying after a strong start is a classic signal. That's a winner that ran out of audience. Duplicate it into a new ad set with broader targeting and let it breathe.
On the site changes and CVR
3.1 CVR is healthy. The site changes worked. Don't touch what moved the needle.
If it holds next week, that's your confirmation. Don't make more changes until you have a second week of data.
On email
23 percent and 3 campaigns sent is exactly where it should be. Leave this alone.
Pop-up at 4.2 percent is the one thing worth a note. Target is 10 to 12. Simplify the question, one field, one clear offer. Not the number one this week but don't let it stay at 4.2 indefinitely.
On inputs
15 designs and 20 ad creatives is solid volume for your stage. Keep it going.
Make sure new designs look like your bestsellers, not new directions. Open Sort by New next to Sort by Best Sellers and compare. If they drift, pull back to brand.

Next week target

COGS math confirmed clean. FB ROAS over 2.5 with budgets moving up, not flat.

Member · 38

Thomas Lansdon

TwoOutRally

This week · Designs like your bestsellers

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Your scorecard

Top line

Total sales$11,536.30

Net profit margin24.42%

MER3.37

Facebook ads

Ad spend$3,427.21

ROAS3.12

CPC$0.49

Shopify

CVR (bot filtered)2.98%

AOV$43.73

Campaign rev$334.37

Flow rev$1,708.48

Pop-up rate10.76%

Email % of revenue17.71%

Expenses

COGS42.60%

Overhead1.48%

Inputs

New designs launched8

New ad creatives6

Campaigns sent3

Your #1 opportunity

Designs/Scale

Your notes

Designs are number one priority. Ads are holding up. We need to run ad tests on more new designs and try to find a few more winners. Only a couple of designs and our catalog are carrying our sales right now. We also need to keep scaling. We are going to be a bit more aggressive this week and keep a sharp eye on the analytics. AOV is down. New designs will hopefully help with that.

Chris's review

$11.5K sales, 24% margin lines up with your 3.37 MER, FB ROAS 3.12, CVR 2.98, AOV $43.73, email at 17.71 and popup at 10.76. The foundation is solid.

You called it. The number one is designs, but the direction matters more than the volume.

Action this week
Open Sort by Best Sellers. Then open Sort by New. If they look different, you've drifted.
Take screenshots of your top 6 to 7 bestsellers. Drop them into Claude. Generate iterations with new sayings and adjacent topics. Make more designs like what's already working, not new directions.
8 new designs is too low at this stage. Top 1 percent is 7 a day. Push toward 25 to 35 this week to give yourself more shots without leaving your brand.
6 ad creatives tested is below the floor. Minimum target is 15 to 20 new ads per week. More designs means more raw material. Both numbers need to move together.
On the AOV dip
AOV at $43.73 is not the number one at a 3.12 FB ROAS. The output metric is healthy, so the inputs are fine enough.
If you want to lift it, add related products on the collection page and set a free shipping threshold around $74.99. That alone should get you to $45 to $47 by default.
Do not chase bundles right now. Simple moves first.
On email
17.71 percent of revenue is below the 25 percent target with a list of any real size. But you sent 3 campaigns, which is the sweet spot. Don't send more.
Your flows are carrying the weight ($1,708 vs $334 in campaigns). The popup is at 10.76, which clears the 10 percent floor. Email is not the constraint this week.
Hold the rhythm. Do not slip below 2 campaigns next week.
On scale
At 3.12 FB ROAS and 24 percent margin you have room to bump spend. Once new winning designs start converting, scale 15 to 20 percent every 2 to 3 days.
Do not scale aggressively before you have new winners in the account. Find the designs first, then push the gas.

Next week target

25 or more new designs launched, all of them iterating on existing bestsellers. At least 15 new ad creatives tested.

Member · 39

Stacey Campbell

The Mystic Eden

This week · Leaky bucket

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Your scorecard

Top line

Total sales$8,787.21

Net profit margin6.21%

MER3.00

Facebook ads

Ad spend$2,926.72

ROAS2.28

CPC$0.58

Shopify

CVR (bot filtered)2.57%

AOV$71.53

Campaign rev$1,420.70

Flow rev$1,078.05

Pop-up rate7.33%

Email % of revenue28.44%

Expenses

COGS44.73%

Overhead7.42%

Inputs

New designs launched0

New ad creatives4

Campaigns sent2

Chris's review

$8.8K sales, MER 3.0 should put you at 14 to 15 percent margin. You're at 6.21. That gap is the number one.

The number one is cost of goods. Your margin and your MER do not agree and that means there is a leak.

The math
MER 3.0 means ads are taking 33 percent of revenue. COGS at 44.73 plus overhead at 7.42 plus 33 percent ads leaves about 14 to 15 percent for profit. You're at 6.21.
8 points are unaccounted for. That is not a rounding error. That is a leak.
First check: is the Printify rebate factored out of COGS? This comes up in nearly every review. If you're calculating COGS off gross Printify invoices without backing out the rebate, your COGS is artificially high by 2 to 4 points.
Second check: COGS at 44.73 percent is 4 to 5 points above the 40 percent baseline. That alone explains most of the gap. Price your products, factor in the rebate, and get COGS back to 40 or below.
Action this week
Pull your COGS calculation and confirm the Printify rebate is subtracted. Use Claude to run the math if you need to.
If COGS math is clean, pull your expense breakdown line by line. Something is eating 8 points that isn't showing up in overhead.
Do not scale ad spend until the leak is found. Every dollar you scale at 6 percent margin is a dollar working against you.
On your inputs
Zero new designs this week is the other red flag. 4 ad creatives is too low, target is 15 to 20.
This is not the number one this week, fix the margin leak first. But designs need to be back in the queue next week.
When you do launch designs, look at your bestsellers first. Open Sort by Best Sellers, take screenshots, drop them into Claude, generate iterations on the same themes and sayings.
Hold
Email at 28 percent is solid. Campaigns at 2 this week is at the floor but fine given where the priority sits.
Popup at 7.33 is below the 10 to 12 target. Worth fixing, but after the margin math is clean.
FB ROAS at 2.28 and CPC at $0.58 are both reasonable. Nothing broken there. AOV at $71 is strong.

Next week target

COGS math clean and margin gap explained. No new ad spend increases until that is done.

Member · 40

Karen Gorell

Ramblin Road

This week · Designs like your fast sellers

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Your scorecard

Top line

Total sales$10,408.00

Net profit margin-3.96%

MER1.98

Facebook ads

Ad spend$4,897.00

ROAS1.79

CPC$0.92

Shopify

CVR (bot filtered)3.20%

AOV$54.57

Campaign rev$1,898.00

Flow rev$1,792.00

Pop-up rate9.46%

Email % of revenue35.45%

Google ads

Spend$362.00

ROAS10.08

Expenses

COGS42.83%

Overhead3.56%

Inputs

New designs launched3

New ad creatives13

Campaigns sent3

Your #1 opportunity

designs + ads

Your notes

My catalog ad just doesn't work, so I have to put more effort into creating better ads. I've been working on claude code solutions to create designs more efficiently. The last two weeks have created two fast sellers. Can't say 'bestsellers' yet but maybe soon. But I do feel pretty good about the process with claude's help. Memorial day was great! Let's hope the volume doesn't sink back down to what it was a week or two ago.

Chris's review

$10.4K sales, MER 1.98 puts you right at break-even, -3.96% margin is expected at this MER but COGS at 42.83% is adding drag. FB ROAS 1.79, CPC $0.92, CVR 3.20, AOV $54. Email at 35 percent is hell yeah. Three designs launched this week.

You're right on the area. The number one is creative volume, specifically designs that look like your two fast sellers.

Action this week
Three designs this week is too low. You have the Claude Code process working. Now run it harder. Target 15 designs this week, all modeled on the two fast sellers.
CPC at $0.92 is above the sweet spot. That's a creative signal, not a bidding problem. More shots at the right target is how you bring it down.
Get to 15 to 20 ad creatives tested. You're at 13, which is close but not there yet. Drop the catalog ad. It's already telling you it doesn't work.
On the COGS number
42.83% COGS is 2 to 3 points above baseline and it's contributing to the negative margin. First check: is the Printify rebate factored out? That comes up in almost every review.
Run the math on your top 10 products. If prices haven't moved since Printify last adjusted, they need to.
On your Claude Code work
Love it. Two fast sellers using that process is the proof of concept.
The process works. The bottleneck now is volume. Run the same process every single day this week.
Hold
Email at 35 percent is in the incredible zone. Three campaigns is right at the sweet spot, that's the ceiling not the floor. Don't add a fourth.
Pop-up at 9.46 is just under the 10 percent target. Simplify the question if it's multi-step. One nudge, not the number one.
Google at 10x ROAS on $362 is fine. Leave it alone. It is not what unlocks this week.

Next week target

Fifteen or more designs launched, all modeled on the two fast sellers. FB ROAS over 2.0.

Member · 41

Peter Heckman

HistoreeTees

This week · Conversion rate

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Your scorecard

Top line

Total sales$24,218.00

Net profit margin24.26%

MER3.74

Facebook ads

Ad spend$6,482.00

ROAS2.45

CPC$0.35

Shopify

CVR (bot filtered)1.88%

AOV$52.38

Campaign rev$4,315.00

Flow rev$2,321.00

Pop-up rate2.07%

Email % of revenue27.40%

Expenses

COGS39.89%

Overhead4.61%

Inputs

New designs launched7

New ad creatives88

Campaigns sent2

Chris's review

$24.2K sales, 24% margin lines up with your 3.74 MER, CPC $0.35 (fantastic), AOV $52, email at 27. But FB ROAS is 2.45 and CVR is at 1.88.

It's conversion rate. Your CPC is excellent and your AOV is solid. The only thing keeping you at 2.45 ROAS instead of 3.5 is that you're losing too many visitors before they buy.

Action this week
1.88% CVR is the constraint. At your CPC and AOV you should be pushing 3.0+ ROAS. You're not getting there because roughly 1 in 55 visitors is buying when it should be closer to 1 in 35.
Go look at the stores running 3.5 to 5 percent CVR in the community. Post your product page in the Slack CRO channel and ask for a second set of eyes.
Switch to 3-step checkout if you haven't. Move reviews higher on the page, trust seals above the fold, cut to your top 6 to 8 colors per product.
On the ad creatives
88 ad creatives at $0.35 CPC means the ads are working. The click is happening. The leak is on-site, not in the ad account.
Do not keep pouring creative volume into a site that isn't converting. Fix CVR first, then scale spend.
On the pop-up
2.07% pop-up rate is very low. Target is 10 to 12. This is not the number one this week, CVR is, but fix it in parallel.
One field, one clear offer. Simplify the question.
Hold
Email at 27% and 2 campaigns is right in the sweet spot. Leave it.
COGS at 39.89% is clean. Margin aligns with MER. No leak. Google at zero is correct, stay there.
On designs
7 designs this week is low. Benchmark is 30 to 50. Once CVR is fixed and you're scaling spend, design volume becomes the next lever.

Next week target

CVR over 2.5. At least one concrete change live on the product page or checkout

Member · 42

Bonnie B

xenadu

This week · Designs like your bestsellers

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Your scorecard

Top line

Total sales$6,007.42

Net profit margin6.15%

MER2.11

Facebook ads

Ad spend$2,851.42

ROAS1.83

CPC$0.82

Shopify

CVR (bot filtered)2.94%

AOV$46.59

Campaign rev$342.01

Flow rev$1,503.33

Pop-up rate9.20%

Email % of revenue30.72%

Expenses

COGS42.81%

Overhead3.61%

Inputs

New designs launched0

New ad creatives9

Campaigns sent1

Your #1 opportunity

Designs

Your notes

Pop-Up normalized, issue: 5x more visitors on 5/22-23. Week off: created new mockups and switched them out. Set up affiliate program and Brandwise trial. No new designs for 2 weeks. Top priority this week, + new ad creatives for winner.

Chris's review

$6K sales, 6.15% margin lines up perfectly with your 2.11 MER, CVR 2.94, AOV $47, email at 31%. The foundation is solid. FB ROAS at 1.83 is being dragged by a CPC of $0.82 on thin creative volume.

You nailed it. The number one is designs, and specifically getting them into the ad account as new creatives this week.

Action this week
Zero designs and only 9 creatives tested is why CPC is at $0.82. The ad account is running out of ammo.
Open Sort by Best Sellers. Take screenshots of your top 6 or 7. Drop them into Claude with new sayings and adjacent topics. Make 15 to 20 new designs this week that look like those.
Launch 15 to 20 new ad creatives from those designs into your ad sets. That's the floor. CPC comes down when the account has fresh shots to test.
On your week off notes
Mockup refresh and Brandwise trial are fine background moves. Neither one moves ROAS.
Affiliate program is a distraction right now. You are at $6K a week. Build the ad machine first. Affiliates are a 100K per month conversation.
On email
Email at 31% is really good. Your flows are carrying weight.
You sent 1 campaign this week. The floor is 2. Schedule 2 campaigns before Friday, even if they're not perfect. You have the list, use it.
Popup at 9.2% is close. One tweak to the offer or copy and you're at the 10 to 12 target. Simplify the question, one field, one clear offer.
Hold
Margin at 6.15% is clean. COGS at 42.81% with your MER is accounted for. No leak.
CVR at 2.94 and AOV at $47 are both in healthy range. Do not chase those this week.

Next week target

15 to 20 new designs launched, 15 to 20 new creatives live in the ad account, 2 email campaigns sent.

Member · 43

Joanne Schmidt

PuppyJo

This week · AOV

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Your scorecard

Top line

Total sales$4,345.56

Net profit margin-14.60%

MER1.69

Facebook ads

Ad spend$2,577.31

ROAS1.38

CPC$1.03

Shopify

CVR (bot filtered)3.40%

AOV$37.27

Campaign rev$158.69

Flow rev$148.95

Pop-up rate10.40%

Email % of revenue7.08%

Expenses

COGS41.30%

Overhead3.41%

Inputs

New designs launched21

New ad creatives140

Campaigns sent3

Your #1 opportunity

Ads and Flows

Chris's review

$4.3K sales, negative 14.6% margin on a 1.69 MER, FB ROAS 1.38, CVR 3.4, AOV $37, email at 7. The margin bleed is the first call.

You called ads and flows, but I would not start there. The number one is the leaky bucket. You cannot scale ads into a negative margin business.

On the margin math
A 1.69 MER means roughly 59 percent of revenue goes straight to ad spend. At 41 percent COGS that leaves almost nothing before overhead.
First check: is the Printify rebate factored out of COGS? That comes up in almost every review. If not, your real COGS is lower and your margin improves instantly.
If COGS is already net of the rebate, your prices are too low for your product cost. You need to raise prices or cut catalog until the math works.
Run the math in Claude today. Real COGS number, real price floor, real margin at current ROAS. Do not skip this step.
On the ROAS
1.38 FB ROAS with a negative margin means scaling ads makes the hole bigger, not smaller.
Your CVR is 3.4 and CPC is $1.03. CVR is healthy. CPC is slightly high but not broken. The ROAS problem is almost entirely AOV.
At a $37 AOV your math does not work even with good conversion. Free shipping threshold around $49 to $55, related products on collection page. That alone should move AOV toward $45.
Action this week
Step one: run the COGS and margin math. Fix prices if needed. This is a math problem, not a strategy problem.
Step two: set a free shipping threshold at $49 or $55 and add related product recommendations around your hero product.
Step three: do not increase ad spend until margin is positive. Hold current spend. Let the math fix first.
140 ad creatives on $4.3K revenue is way too high. You are burning time on creative volume when the constraint is margin and AOV.
On your stated #1 (ads and flows)
Flows at $149 and campaigns at $159 on a 10.4 percent popup rate is actually fine for this stage. Popup is above the 10 percent floor.
Email is not the problem and ads scaling is not the answer yet. Fix the bucket first, then revisit both.
Hold
21 designs launched is solid volume for this stage. Keep it.
3 campaigns sent is right at the sweet spot. Do not change the email rhythm.

Next week target

Margin math confirmed, prices adjusted if needed, AOV threshold live. Do not increase ad spend until margin is positive.

Member · 44

Beth Waller

Chistian Compass

This week · Kill Google

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Your scorecard

Top line

Total sales$10,197.86

Net profit margin3.39%

MER0.98

Facebook ads

Ad spend$5,182.97

ROAS1.78

CPC$0.95

Shopify

CVR (bot filtered)3.80%

AOV$40.93

Campaign rev$706.59

Flow rev$650.50

Pop-up rate5.95%

Email % of revenue13.31%

Google ads

Spend$5,182.97

ROAS0.00

Expenses

COGS42.75%

Overhead1.63%

Inputs

New designs launched17

New ad creatives30

Campaigns sent3

Your #1 opportunity

Ads, AOV, Claude Code

Your notes

Continued focus on scaling ads efficiently. Experimenting with different types of ads. Learning claude code and trying to build tools to replace paid tools.

Chris's review

$10.2K sales, 3.39% margin, MER 0.98. Google is burning $5K+ with a 0.00 ROAS. That's the fire. FB ROAS 1.78, CVR 3.80, AOV $40.93, email at 13%.

Beth called ads as the area. She's right, but she hasn't seen the specific problem. The number one is kill Google, today, and move every dollar to Meta.

Action this week
Kill Google now. $5K in Google spend, 0.00 ROAS. That is not an experiment. That is a hole. Turn it off immediately.
Move that $5K budget directly into Meta. Your FB ROAS at 1.78 is low but it is producing. Google is producing nothing.
Once Google spend is off, your MER will flip from 0.98 to something closer to 1.5 to 1.8 on the same revenue. That is a fundamentally different business overnight.
What to watch next week
With consolidated Meta spend, watch FB ROAS. Target is 2.0+. If it doesn't move above 2.0 with double the budget, CPC at $0.95 is the next thing to address, which means more creative volume.
CVR at 3.80 is excellent. Do not touch the site this week. That is not the problem.
AOV at $40.93 is low but it is not the lever this week. Get Google off, watch ROAS move, then revisit AOV with related products and a free shipping threshold around $74.99.
On email
13% email revenue and popup at 5.95% both have room. But this is not the number one this week given where the MER is.
Three campaigns sent is right on the max. Do not send more. The popup is the unlock, not campaign volume. Simplify the popup to one field, one offer, target 10 to 12%.
Fix Google first. Then next week email becomes the focus.
On Claude Code and the tools work
I love the direction long-term. Right move.
But building tools is not what flips this week. Google is bleeding $5K with zero return. That is an immediate decision, not a build project.
Kill Google, get Meta stabilized, then the Claude work you're building actually has healthy numbers to optimize against.

Next week target

Google ads off. Every dollar on Meta. MER over 1.5.

Member · 45

Randy Khan

Cultura Estampada

This week · Conversion rate

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Your scorecard

Top line

Total sales$12,051.95

Net profit margin1.40%

MER2.05

Facebook ads

Ad spend$5,885.91

ROAS1.95

CPC$0.47

Shopify

CVR (bot filtered)2.20%

AOV$44.87

Campaign rev$694.50

Flow rev$2,422.34

Pop-up rate8.97%

Email % of revenue25.86%

Expenses

COGS45.32%

Overhead1.04%

Inputs

New designs launched7

New ad creatives15

Campaigns sent3

Your #1 opportunity

Ads, Designs

Your notes

Spent a lot of the last week building out claude code processes to make it easier to produce ads and designs at the volume needed.

Chris's review

$12K sales, 1.4% margin aligns with your 2.05 MER, FB ROAS 1.95, CPC $0.47, CVR 2.20%, AOV $45, email solid at 26%. The drag is conversion rate.

I would redirect. Ads and designs are not the number one. It is conversion rate.

The math
Your CPC at $0.47 is fine. That is not the problem.
Your AOV at $45 is fine. That is not the problem.
CVR at 2.20% is the drag. Get it to 2.5% and your ROAS crosses 2.3 without touching a single ad.
15 ad creatives this week is on the low end of benchmark. But launching more ads into a 2.2% CVR store is pouring water into a leaky bucket.
Action this week
Study mastermind peers with CVR 3.5 or above. Go look at their product pages. Do not reinvent, copy.
Post in the Slack channel and ask for a second set of eyes on your product page. Two specific asks: what would you remove, and what is blocking you from buying.
Specific moves to try: 3-step checkout, reviews near the top of the page, trust seals above the fold, max 6 to 8 colors per product.
If you made any store changes in the last 30 days and CVR dropped, revert immediately.
On the leaky COGS
COGS at 45.32% is 5 points above the 40% baseline. That is ~$640 a week walking out the door.
First check: is the Printify rebate factored out. That comes up in almost every review.
This is not the number one this week but it caps your margin ceiling. Get this below 42% and your 1.4% margin becomes something real.
Run the math in Claude, check your pricing, fix the products that are underwater.
On the Claude Code work
Love the direction. Right long-term move.
But ad and design volume is not the constraint right now. You sent 15 creatives and 3 campaigns and your ROAS is 1.95. The store is not converting what you are sending.
Get CVR to 2.5 first, then the ad and design pipeline you are building actually has room to scale into.
Hold
Email at 26% and 3 campaigns is exactly the sweet spot. Leave it alone.
Popup at 8.97% is just under 10. Worth a quick simplify pass but it is not the number one.
Do not touch Google. Zero spend is correct.
AOV at $45 is workable. Add related products and a free shipping threshold around $74.99 and it climbs on its own.

Next week target

CVR over 2.5%. One specific product page change implemented and tested.

Member · 46

Lori Scott

Dog Wear Studio

This week · Just scale

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Your scorecard

Top line

Total sales$27,595.05

Net profit margin30.44%

MER3.90

Facebook ads

Ad spend$7,068.21

ROAS3.00

CPC$0.55

Shopify

CVR (bot filtered)5.14%

AOV$46.90

Campaign rev$5,529.12

Flow rev$5,345.56

Pop-up rate10.83%

Email % of revenue39.41%

Expenses

COGS40.15%

Overhead0.67%

Inputs

New designs launched14

New ad creatives20

Campaigns sent4

Your #1 opportunity

Scale

Your notes

Need to identify a "scaling" design. Bestsellers losing efficiency. Learning Claude. Priority on email this past week was rewarded.

Chris's review

$27.6K sales, 30% margin, MER 3.9, FB ROAS 3.0, CVR 5.14, AOV $47, email at 39. Hell yeah.

You nailed it. The number one is just scale.

Action this week
Bump Meta budgets 15 to 20 percent every 2 to 3 days starting Monday.
At a 3.0 ROAS with 30 percent margin you are actively leaving money on the table by not pushing spend.
20 ad creatives is on benchmark. Hold the line.
On your scaling design worry
Do not chase a new design direction. Iterate on what is already working.
Open your top 6 or 7 bestsellers, drop the imagery into Claude, generate iterations with new sayings and adjacent topics.
14 designs is decent. Top 1 percent is 7 a day. Push toward 25 to 35 to give yourself more shots at the next winner without leaving your brand.
On email
Four campaigns is over the sweet spot. Three is the max. Pull back to 2 to 3 next week.
39 percent email revenue is exceptional. The rhythm is working. Do not over-rotate here.
Priority on email this past week was clearly rewarded. Keep the schedule, not the volume.
Hold
COGS at 40 percent and overhead at 0.67 percent. Nothing leaking. Margin fully lines up with your MER.
Pop-up at 10.83 percent is right on target. Leave it alone.

Next week target

Ad spend up at least 30 percent

Member · 47

Nicole Maxner

Mystical Allure

This week · Leaky bucket

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Your scorecard

Top line

Total sales$7,506.28

Net profit margin2.70%

MER2.10

Facebook ads

Ad spend$3,579.32

ROAS1.81

CPC$0.71

Shopify

CVR (bot filtered)2.67%

AOV$63.02

Campaign rev$1,351.55

Flow rev$650.05

Pop-up rate3.71%

Email % of revenue26.67%

Expenses

COGS47.20%

Overhead2.40%

Inputs

New designs launched26

New ad creatives0

Campaigns sent0

Your #1 opportunity

still need to get that cogs down

Your notes

my new designs this week are catching on quick, need to pay attention to the ads and just keep going

Chris's review

$7.5K sales, 2.7% margin, MER 2.10, FB ROAS 1.81, CVR 2.67, AOV $63, email at 27%. But COGS at 47.2% is the leak.

You called it. The number one is COGS, and it has to get fixed before anything else qualifies.

The math
At a 2.10 MER, you should be around break-even to maybe 2 to 3% net. You're at 2.7%, which actually lines up, but COGS at 47.2% is eating all your room.
Target COGS is 40% or below. You're running 7 points hot. On $7.5K in sales that's roughly $525 walking out the door every week that shouldn't be.
First check: is the Printify rebate factored out of your COGS? This shows up in almost every review. If not, your real number may look different than what you think.
Action this week
Pull your top 10 selling products. For each one, calculate Printify cost divided by your Shopify sale price. That's your real per-product COGS.
Any product over 40% COGS gets a price increase or gets cut. Use Claude to run the math, it takes minutes.
You sent zero ad creatives and zero email campaigns this week. Once COGS is corrected and margin is real, those are the next two levers. Not before.
On your notes
Your new designs catching on quick is a real signal, that's great. But launching more into a 1.81 ROAS with broken margin math just pours more into a leaky bucket.
Hold the design volume where it is. Don't scale ad spend until COGS is under control. You'll just accelerate the bleed.
On email
Email at 27% with $0 in campaigns sent is your flows doing all the work. That's not bad, but it's fragile.
Once COGS is corrected, 2 to 3 campaigns per week is the next move. Pop-up at 3.71% also needs attention. Target is 10 to 12. Simplify the form, one field, one clear offer.

Next week target

COGS under 42% with Printify rebate factored out. Price increases or cuts on every product over 40%.

Member · 48

Saleem Sisalem

Watermello

This week · Email, email, email

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Your scorecard

Top line

Total sales$7,981.79

Net profit margin8.34%

MER1.97

Facebook ads

Ad spend$4,047.79

ROAS1.77

CPC$0.78

Shopify

CVR (bot filtered)2.39%

AOV$51.14

Campaign rev$0.00

Flow rev$1,104.12

Pop-up rate4.14%

Email % of revenue13.83%

Expenses

COGS37.74%

Overhead1.21%

Inputs

New designs launched0

New ad creatives10

Campaigns sent0

Chris's review

$7.9K sales, 8.34% margin, MER 1.97, FB ROAS 1.77, CPC $0.78, CVR 2.39, AOV $51. Email at 13.8% with zero campaigns sent and a 4.1% popup rate.

The number one is email. Zero campaigns, 4% popup, 13.8% of revenue. Your list is not being fed.

Action this week
Send 2 campaigns this week. Doesn't need to be perfect. Schedule them now.
Your popup is at 4.14 percent. Target is 10 to 12. Simplify it. One field, one clear offer. No quiz.
Fix the popup first, then those same 2 campaigns hit a list that's actually growing.
You have $1,104 in flow revenue. Your flows work. Your campaigns are zero. That gap is free money you're not picking up.
On the ROAS
MER at 1.97 with 8.34% margin lines up close enough. Leaky bucket is not the issue here.
FB ROAS at 1.77 is below where you want it. But email at 13.8% is suppressing your overall MER. Fix email first, the gap between Facebook ROAS and overall MER closes on its own.
CPC at $0.78 and CVR at 2.39 are fine. Don't touch ad creative strategy until email is pulling its weight.
On inputs
Zero new designs launched this week. That needs to change. Your ads can't win if the creative pool isn't refreshing.
10 ad creatives tested is solid. Keep that going.
But design volume is number two. Email is number one.

Next week target

2 email campaigns sent. Popup rate over 8. At least 5 new designs launched.

Member · 49

Dave Matthews

Latigo

This week · More inputs

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Your scorecard

Top line

Total sales$3,989.35

Net profit margin32.00%

MER3.04

Facebook ads

Ad spend$1,277.56

ROAS2.72

CPC$0.46

Shopify

CVR (bot filtered)2.50%

AOV$57.18

Campaign rev$910.00

Flow rev$161.69

Pop-up rate4.63%

Email % of revenue26.86%

Expenses

COGS31.00%

Overhead4.10%

Inputs

New designs launched5

New ad creatives5

Campaigns sent6

Your #1 opportunity

Claude.... it is lowering my overhead

Your notes

putting a week of claude for a lifetime of savings

Chris's review

$3,989 sales, 32% margin (well above what your 3.04 MER predicts), FB ROAS 2.72, CPC $0.46, CVR 2.50%, AOV $57, email at 26.86%. The foundation is healthy. The constraint is inputs.

I would redirect. Claude is not the number one this week. The number one is volume: 5 designs and 5 ad creatives is not enough shots to move the ROAS needle.

Action this week
15 to 20 new ad creatives launched into the ad account this week, minimum. At 5, you are not giving the algorithm enough to work with.
15 to 20 new designs targeting the same niche as your bestsellers. Open Sort by New, then Sort by Best Sellers. If they look different, you are drifting.
CPC at $0.46 and CVR at 2.5% math to a higher ROAS than 2.72. The inputs just need volume behind them.
On the Claude work
Love the long-term thinking. Overhead at 4.10 percent is already one of the lowest in this group. The savings are real.
But Claude is not what gets you to $10K a week. More designs, more ads, more shots at a winner is what does that.
Once you are at consistent $10K weeks, the Claude automation work becomes a force multiplier. Right now it is a cleanup project, not the unlock.
On email
26.86 percent is healthy. You do not need to push harder here.
6 campaigns is over the sweet spot. Cap at 2 to 3 per week. More than that and you start burning your list.
Your popup is at 4.63 percent, which is low. Simplify it to one field, one clear offer, no quiz. Target is 10 to 12 percent. That is the one email move worth making.

Next week target

15 new ad creatives live in the ad account. 15 new designs launched. Campaigns capped at 3.

Member · 50

Rob Wilkinson

Forever Everton

This week · AOV

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Your scorecard

Top line

Total sales$13,764.98

Net profit margin18.45%

MER3.06

Facebook ads

Ad spend$3,529.55

ROAS2.49

CPC$0.54

Shopify

CVR (bot filtered)3.59%

AOV$38.16

Campaign rev$5,834.07

Flow rev$1,659.35

Pop-up rate11.31%

Email % of revenue54.44%

Google ads

Spend$970.21

ROAS5.46

Expenses

COGS17.37%

Overhead6.05%

Inputs

New designs launched0

New ad creatives49

Campaigns sent6

Your #1 opportunity

New Designs

Your notes

Just keep getting distracted by every day tasks. My AOV is crap at the moment but it's already turning a corner

Chris's review

$13.8K sales, 18.45% margin lines up perfectly with your 3.06 MER, CPC $0.54, CVR 3.59. Email at 54% is exceptional. But FB ROAS is 2.49 and AOV is $38. That's the drag.

I would redirect slightly. The number one is AOV, not new designs. Your CPC and CVR are both solid. The only lever left on Facebook ROAS is order value.

The math
CPC $0.54 is solid. CVR 3.59 is excellent. The only weak variable in your ROAS equation is AOV at $38.
Get AOV to $45 to $50 and your FB ROAS moves from 2.49 toward 3.0 to 3.2 without touching the ad account.
Related products on the collection page and a free shipping threshold around $74.99 gets you there. That's the move.
Action this week
Add related product recommendations around your hero product. Manual placements, not just the default Shopify widget.
Set a free shipping threshold at $74.99. Test $69.99 if $74.99 feels like a stretch for your price points.
Do not add bundles while in AOV-fix mode. Too many variables at once.
On the 6 campaigns
54% email is genuinely hell yeah territory. Your list loves you.
But 6 campaigns is over the sweet spot. The ceiling is 3 per week. More sends burns your list and tanks deliverability over time.
Pull it back to 2 to 3 next week. The goal is sustainable revenue from email, not maximum extraction.
On your notes
You said AOV is already turning a corner. Good instinct. Double down on it, don't abandon it for designs.
Zero designs this week is a flag for future weeks, not this one. The ad creative volume at 49 is strong. You have enough fuel in the account to run this week. Get on the design machine next week.
The daily-tasks distraction is a real pattern. The number one opportunity always loses to inbox-management until you protect the time for it. Block it.
Hold
Google at 5.46 ROAS is fine. Leave it alone.
Margin at 18.45% is perfectly aligned with your MER. No leak. COGS at 17% is tight, check that the Printify rebate is being factored out properly.
49 ad creatives is strong. Keep the volume but review what is running. Cut losers, let winners breathe.

Next week target

AOV over $42. Campaigns at 2 to 3, not 6. At least 10 new designs on the board.

Member · 51

Jen Ae

North Still Mind

This week · Email, email, email

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Your scorecard

Top line

Total sales$10,906.11

Net profit margin6.67%

MER2.40

Facebook ads

Ad spend$4,537.00

ROAS2.27

CPC$0.48

Shopify

CVR (bot filtered)2.77%

AOV$42.86

Campaign rev$577.34

Flow rev$0.00

Pop-up rate4.77%

Email % of revenue5.29%

Expenses

COGS46.00%

Overhead1.00%

Inputs

New designs launched5

New ad creatives12

Campaigns sent3

Your #1 opportunity

Pop-up rate, email revenue and AOV. More designs too

Your notes

I'm focusing on learning claude code this week

Chris's review

$10.9K sales, 6.67% margin lines up with your 2.40 MER, FB ROAS 2.27, CPC $0.48, CVR 2.77, AOV $42.86. But email is at 5.29 and your flows are at zero.

You called the area but you're solving the wrong part of it. The number one is email flows and the popup, not campaigns.

The math
You sent 3 campaigns and only pulled $577 in email revenue. Three campaigns is the cap, not a floor. Sending more campaigns is not the lever.
Flow revenue is zero dollars. That means no welcome series, no abandoned cart, no browse abandon. These run 24/7 and pay for themselves before you ever send another campaign.
Popup at 4.77 percent means you're barely building a list to email. Target is 10 to 12.
Action this week
Fix the popup first. One field, one clear offer. No quiz, no friction. Get it to 10 percent.
Set up the three core flows before next Sunday: welcome series, abandoned cart, browse abandon. This is where the missing email revenue lives.
Hold campaigns at 2 to 3. Do not add more. Flows first.
On the leaky bucket
COGS at 46 percent is 6 points above the 40 percent baseline. Your margin roughly aligns with your MER so this isn't a crisis, but it's a slow leak.
First check: is the Printify rebate factored out of your COGS number? This comes up in almost every review. Run the math and confirm.
On your Claude Code learning week
I love the long-term thinking. Claude Code is worth learning.
But learning Claude Code does not move the number this week. Pop-up fix and flows do. Put the Claude Code learning in the evening if you can. Store work in the morning.
Hold
CPC at $0.48 and CVR at 2.77 are both healthy. Do not touch the ad setup this week.
5 designs is low long-term but not the constraint right now. AOV and designs are below benchmark but email is the unlock first.
Pop-up fix feeds the list, flows monetize the list. Do those two things and email goes from 5 percent to where it belongs.

Next week target

Flows live. Popup rate over 10.

Member · 52

Liz U

Taco Dog

This week · Leaky bucket

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Your scorecard

Top line

Total sales$5,015.92

Net profit margin-8.63%

MER2.82

Facebook ads

Ad spend$1,775.90

ROAS2.60

CPC$0.56

Shopify

CVR (bot filtered)2.62%

AOV$48.34

Campaign rev$509.55

Flow rev$586.73

Pop-up rate3.72%

Email % of revenue21.86%

Expenses

COGS55.34%

Overhead6.20%

Inputs

New designs launched52

New ad creatives34

Campaigns sent2

Your #1 opportunity

Something has gone wrong here.

Your notes

I raised my prices a month ago, my AOV is slowly improving, my ROAS & MER are holding steady, but I'm losing money at this point. I will be lucky to come out at $0 for May & I can't figure out where things are going wrong. My sales have dropped but I've been able to reel in my ad spend. IDK I think I'm going to have to ask the group for help. I've lost the plot here.

Chris's review

$5K sales, -8.63% margin, MER 2.82, FB ROAS 2.60, CPC $0.56, CVR 2.62, AOV $48. The ads are fine. The bucket has a hole.

You found the right area. The number one is cost of goods, not the ads, not the AOV, not email. Fix the leak first.

The math
At MER 2.82, your ad spend is about 35% of revenue. Add 55% COGS and 6% overhead and you are already at 96%. There is no room for profit.
POD baseline COGS is roughly 40%. You are running 55%. That overage alone costs you $769 on this week's volume.
Your P&L model shows the four known line items netting out to about +3% margin. Stated is -8.63%. That means there is another $580 leaking somewhere that isn't in these four buckets, refunds, Shopify fees, payment processing, or discounts given out.
Action this week
Step one: verify the Printify rebate. This comes up in almost every review. Pull your actual Printify invoices and confirm the rebate is being subtracted before you calculate COGS percent. If it isn't, your real COGS might be closer to 48-50, not 55. Still high but changes the picture.
Step two: audit product pricing. The price raise improved AOV from $48, which is right. But if COGS percent didn't drop, either your costs went up at the same time (Printify price increase) or the products you raised weren't the high-COGS ones. Go product by product, Printify cost divided by your Shopify price. Anything above 45% needs a price bump or a cut.
Step three: find the missing $580. Pull a full P&L from Shopify, not your tracker. Look for refunds, discount codes, or payment processing fees eating revenue you thought you had. That number has to show up somewhere.
On your notes
You have not lost the plot. You diagnosed it correctly: something has gone wrong here. What happened is your cost structure and your pricing got out of sync, and the price raise did not close the gap fast enough.
ROAS and MER holding steady is actually the tell. If the ads were broken, ROAS would be dropping. Ads are fine. Ads, CVR, AOV, and email are not the problem. Cost of goods is a math problem. Use Claude, run the numbers, fix the prices.
Hold
52 designs and 34 ad creatives is strong input volume. Do not touch that.
Email at 22% with 2 campaigns is on the floor but not the issue this week. Keep 2 campaigns going.
Popup at 3.72% is low and worth fixing eventually. Target is 10 to 12. Not this week.

Next week target

COGS percent below 48. Every product priced at a minimum 2x the Printify cost before rebate.

Member · 53

Tina Andrews

The Last Word In Fashion

This week · More inputs

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Your scorecard

Top line

Total sales$2,655.00

Net profit margin18.58%

MER2.72

Facebook ads

Ad spend$976.79

ROAS2.26

CPC$0.57

Shopify

CVR (bot filtered)2.69%

AOV$51.25

Campaign rev$326.29

Flow rev$310.19

Pop-up rate5.49%

Email % of revenue23.97%

Expenses

COGS38.09%

Overhead6.55%

Inputs

New designs launched4

New ad creatives10

Campaigns sent2

Your #1 opportunity

Consistency! Research / Designs / Ads / Emails. Keep doing what works.

Your notes

Better week. FB seems to have remembered who my audience is and my RC has been the highest it's ever been since I got Shivani to do some optimisation. Still need to refine my workflows for design, ads and emails. I think, once I've got this down, it will free up time to look at other optimisations etc.

Chris's review

$2,655 sales, 18.58% margin well above what your 2.72 MER predicts, COGS clean at 38%, CVR 2.69, AOV $51, email holding at 24%. The numbers are healthy. The constraint is volume.

You nailed the theme. The number one is inputs, and the single most specific unlock hiding inside that is your popup at 5.49%.

Action this week
Your popup is at 5.49 percent. Target is 10 to 12. That is the single most mechanical fix available to you right now.
Simplify the question. One field, one clear offer. No multi-step, no quiz. The simpler it is, the higher it captures.
A bigger list means more revenue from the same 2 campaigns you are already sending. Fix the top of the funnel first.
On your stated number one
Consistency across designs, ads, and emails is exactly right. I would just make it more specific.
4 designs and 10 ad creatives is below the floor at your stage. Push designs to 10 to 15 this week and ads to 15. You don't need to hit top 1 percent overnight. You need to move the number.
Workflows are the right thing to be building. But don't let workflow-building be the reason volume stays low this week.
On Shivani's work
If Facebook has found your audience again and RC is the highest it has ever been, that is real. Protect that momentum by feeding it.
The way you protect it is more creatives into the account while it is warm, not fewer.
Hold
Margin at 18.58% is beautiful. MER 2.72 with COGS at 38% is clean math. Do not touch pricing or COGS.
Email at 24% with 2 campaigns is on the floor but acceptable. Fix the popup first and those same 2 campaigns produce more revenue automatically.

Next week target

Popup rate over 10. Designs at 12 or more. Ad creatives at 15 or more.

Member · 54

Dan Glavin

Shanked Right

This week · Email, email, email

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Your scorecard

Top line

Total sales$19,896.15

Net profit margin7.06%

MER2.15

Facebook ads

Ad spend$9,005.56

ROAS2.05

CPC$0.80

Shopify

CVR (bot filtered)2.87%

AOV$47.85

Campaign rev$1,955.33

Flow rev$1,893.65

Pop-up rate4.33%

Email % of revenue19.35%

Google ads

Spend$255.29

ROAS2.52

Expenses

COGS40.13%

Overhead2.21%

Inputs

New designs launched29

New ad creatives28

Campaigns sent0

Your #1 opportunity

CR, AOV, buildinfg Claude Code apps to replace paid apps

Your notes

Had to pause uploading new designs for a few days while Claude created my international catalog. Emails starting to gain traction

Chris's review

$19.9K sales, 7.06% margin at 2.15 MER checks out (MER 2.0 is basically break-even), FB ROAS 2.05, CVR 2.87, AOV $47.85, email at 19% with zero campaigns sent.

You nailed part of it, but CR and AOV are not the number one. The number one is email campaigns, and specifically your popup rate.

Action this week
Zero campaigns sent while email sits at 19 percent. Your list wants to be fed. Schedule 2 to 3 campaigns this week, not flows, campaigns. Even if they're not perfect.
Your popup is at 4.33 percent. Target is 10 to 12. Simplify the question. One field, one clear offer. No multi-step quiz.
Fix the popup this week. The same 2 to 3 sends you add this week will produce meaningfully more revenue once the list is growing properly.
On CR and AOV
Your CVR is 2.87 and AOV is $47.85. Those are not broken. They are mid-range but they are not what's dragging the number.
At 2.05 FB ROAS with a healthy CPC of $0.80 and a 2.87 CVR, the math is close. Email revenue making up the gap between your FB ROAS and your MER is exactly the job email should be doing.
You called CR as the number one. I would not prioritize it this week. The unlock is the list, not the storefront.
On the Claude Code work
Love the initiative. Building tools to replace paid apps is the right long-term move.
But the design pause cost you this week. 29 designs is fine but you need to protect the upload cadence. International catalog build should not stop weekly design volume.
Claude Code apps are not what flips this week. Campaigns first, then build.
On email traction
You said emails are starting to gain traction. That is the signal. $1.9K in campaigns and $1.9K in flows with zero campaigns sent this week means the flows are doing the work alone.
Feed the list. Send the campaigns. This is the lever that's sitting there unpulled.
Hold
COGS at 40.13 percent is right on the baseline. Make sure the Printify rebate is factored out or you will drift above 40 without noticing.
Kill Google. $255 in spend at 2.52 ROAS is not the focus. Leave it alone or cut it.
28 ad creatives is strong. Hold that volume.

Next week target

2 to 3 email campaigns sent. Popup rate over 8 percent

Member · 55

Janie Ebner

Wandering Owl Adventure

This week · Conversion rate

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Your scorecard

Top line

Total sales$15,972.99

Net profit margin12.09%

MER2.79

Facebook ads

Ad spend$5,719.88

ROAS2.06

CPC$0.41

Shopify

CVR (bot filtered)1.91%

AOV$54.94

Campaign rev$1,886.00

Flow rev$1,894.63

Pop-up rate1.93%

Email % of revenue23.67%

Expenses

COGS43.67%

Overhead0.97%

Inputs

New designs launched10

New ad creatives5

Campaigns sent5

Your #1 opportunity

still pop up, but improving. New designs are #1 priority. a winner is dying out and have been upping my design counts.

Your notes

going to go through Claude course this week, as I know I can use that to give myself more time for things like new designs.

Chris's review

$16K sales, 12% margin lines up with your 2.79 MER, CPC $0.41 is great, AOV $54.94 is solid. But CVR is at 1.91 and that is why FB ROAS is stuck at 2.06.

I would redirect. The number one is not new designs. It is conversion rate.

The math
Your CPC is $0.41, well below benchmark. The traffic quality is not the problem.
AOV $54.94 is above the sweet spot. That is not the problem either.
CVR at 1.91% is the drag. That is what is holding FB ROAS at 2.06. Fix CVR to 2.5 and ROAS climbs to 3.0+ without spending a dollar more.
Action this week
Go look at stores in the community with CVR over 3. Don't reinvent. Copy what's working.
Check your funnel: Add to Cart rate, Reach Checkout rate, Sessions Converted. The drop is somewhere in that chain.
Switch to 3-step checkout if you haven't. That alone moves CVR.
Move reviews near the top of the product page. Trust above the fold.
Get a second set of eyes from the Slack channel. Post your product page, ask for honest feedback.
On new designs
I hear you that a winner is dying out. That is real and worth solving.
But launching more designs into a 1.91 CVR store means you are sending paid traffic into a funnel that converts less than 2 out of 100 visitors. Fix the funnel first.
Hold at your current design pace this week. Once CVR is over 2.5, then push design volume hard.
On email and the popup
Your popup at 1.93% needs fixing eventually. Target is 10 to 12. Simplify to one field, one clear offer.
Email % at 23.67% is solid. You do not need more campaigns.
5 campaigns is over the sweet spot. 2 to 3 is the target. You are at the ceiling, not the floor.
On the Claude course
Right move. Learning Claude to free up time for design and store work is exactly the right priority.
Just make sure the time it frees up goes to CVR fixes first, not more design launches.

Next week target

CVR over 2.5. One structural product page change shipped

Member · 56

Kelli Sanders

FaithWise + Co

This week · Leaky bucket

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Your scorecard

Top line

Total sales$40,802.43

Net profit margin10.20%

MER2.68

Facebook ads

Ad spend$15,206.38

ROAS2.20

CPC$0.52

Shopify

CVR (bot filtered)2.18%

AOV$57.57

Campaign rev$4,710.00

Flow rev$8,490.00

Pop-up rate2.79%

Email % of revenue32.35%

Expenses

COGS45.96%

Overhead0.65%

Inputs

New designs launched15

New ad creatives20

Campaigns sent4

Your #1 opportunity

popup rate

Your notes

A/B testing new popup beginning today

Chris's review

$40.8K sales, 10.2% margin but your 2.68 MER should be producing 15 to 20. FB ROAS 2.20, CVR 2.18, AOV $57, email at 32. The top line is solid. The margin is not.

You identified the popup, but I would not start there. The number one is the leaky bucket. Your margin is 10 when the math says 15 to 20. Find the leak first.

The math
At a 2.68 MER, about 37 percent of your revenue goes to ad spend. That leaves 63 percent to cover COGS, overhead, and profit.
Your COGS is at 45.96 percent. That is 6 full points above the 40 percent baseline. On $40K that is $2,400 walking out the door every week.
Overhead at 0.65 is essentially zero. This is not an overhead problem. It is a COGS problem.
First check: is the Printify rebate factored out? That comes up in almost every review. If not, run the math. Use Claude, get it corrected.
Action this week
Pull your Printify invoices. Compare actual fulfillment cost to your product pricing. Factor out the rebate and recalculate COGS.
If COGS is genuinely 46 percent, you need a price increase or a product mix shift. Start with your top 5 SKUs by revenue.
Do not touch the ad account or popup until you know where the margin is going. Prescribing scale into a leak is backwards.
On your popup work
At 2.79 percent your popup rate is well below the 10 to 12 target. Good catch.
The A/B test you are running today is the right move. Keep it going in parallel.
One field, one clear offer. Simplify the question. That is usually all it takes to get from sub-3 to over 10.
But popup is number two this week, not number one.
Hold
Email at 32 percent is strong. 4 campaigns is one above the sweet spot of 2 to 3. You do not need to send more. Hold the rhythm.
FB CPC at $0.52 is solid. CVR at 2.18 is a little soft but not the constraint with a leaky bucket upstream.
20 ad creatives and 15 designs is on benchmark. Keep the volume going.

Next week target

COGS math corrected and under 42 percent. If the Printify rebate was the issue, margin should be back above 15.

Member · 57

Mike Neglia

Cowbell Apparel

This week · Designs like your bestsellers

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Your scorecard

Top line

Total sales$75,749.07

Net profit margin5.94%

MER2.17

Facebook ads

Ad spend$34,117.77

ROAS2.04

CPC$0.59

Shopify

CVR (bot filtered)3.43%

AOV$47.98

Campaign rev$1,817.63

Flow rev$16,099.64

Pop-up rate9.01%

Email % of revenue23.65%

Google ads

Spend$774.15

ROAS10.66

Expenses

COGS42.91%

Overhead0.80%

Inputs

New designs launched43

New ad creatives4

Campaigns sent1

Your #1 opportunity

FB Ads

Your notes

I cannot crack the code on Facebook. People seem to like my stuff judging by CVR. I increased volume this week due to the holiday and Father's Day coming up. My thought process was to acquire as many customers as possible as long as I stay profitable. Which, yes, I'm profitable, but it sucks having such a low margin while having the biggest sales week I've ever had. I am so hesitant to launch a bunch of new creatives on Facebook...I don't know what it is. I had a new design take off this week, and it gets very low CPCs. Currently, only about 5 different creatives get spend on my ad account. I don't launch tons, or any really, of new weavy style creatives. I tried a UGC in car video, and it's been doing decent. I think this will be the week I launch a ton of ads and just see what happens, because there's no point in leaving the ad account at status quo. Needs to be better. I feel that at my current spend level, I need to be launching way more creative to back up that spend. (also just applied for AMEX graphite 2% back so that should cut COGS by 2% once approved. Which would put almost all my scores in Great/Excellent benchmarks besides Ads. Damn the damn ads. 59 total designs have 5+ sales this week. I've launched 3 of them in ads. Failure on my part.

Chris's review

$75.7K sales, 5.94% margin against a 2.17 MER, FB ROAS 2.04, CPC $0.59, CVR 3.43, AOV $48, email at 23.65. The inputs and CVR are fine. The ad account is starving.

You called the area. I would not make it about volume alone. The number one is launching ads from your 59 designs with 5+ sales this week, and you ran 3 of them. That is the unlock.

Action this week
59 designs have 5+ sales this week and you put 3 of them in ads. That is the number one failure this week, by your own admission.
Take those 59 designs, pick the 20 to 30 with the highest sales, and build creatives around each one. Static image first. One ad per design. Drop them all into ad sets and let the algorithm sort it.
You have a CPC of $0.59 and CVR of 3.43. The math works. The creative library is just too thin to fund $34K in spend. Launch 20 to 30 ads this week, not 4.
On the leaky bucket
5.94% margin on a 2.17 MER is the real problem and it points straight at COGS.
At MER 2.17, you should be around break-even or slightly above. 5.94% margin means roughly $4.5K net on $75K in sales, and your COGS at 42.91% is already above the 40% baseline.
The AMEX 2% back is smart. Do not count it until it is real. In the meantime, run the Printify rebate math and make sure it is factored out of your COGS number. That comes up in almost every review at this stage.
On the hesitation to launch creatives
Stop being hesitant. You already have proof: the new design that took off this week with low CPCs is the blueprint.
Your winners are waving at you. Copy the format, swap the saying, iterate the graphic. You do not need to invent new directions.
The weavy-style gap you named is real. You have not tested it seriously. This week is the week.
On the UGC in-car video
Decent is not a signal to scale. You are under 100K profit per month. UGC is a shiny object at this stage. Do not build a creative strategy around it.
The in-car video can stay in rotation. It is not the move this week.
Hold
Email at 23.65% is in range. One campaign this week is under the 2-per-week floor. Schedule 2 campaigns minimum next week.
Popup at 9% is close to the 10 to 12 target. Not the number one this week.
Google at 10.66 ROAS on $774 is fine. Leave it alone.

Next week target

Minimum 20 new ad creatives live, all built from designs with 5+ sales this week. At least 2 email campaigns sent.

Member · 58

David McCoy

Sip & Shirt

This week · AOV

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Your scorecard

Top line

Total sales$14,596.37

Net profit margin-0.20%

MER1.77

Facebook ads

Ad spend$8,252.60

ROAS1.67

CPC$0.94

Shopify

CVR (bot filtered)4.07%

AOV$39.69

Campaign rev$239.00

Flow rev$82.00

Pop-up rate2.00%

Email % of revenue2.20%

Expenses

COGS39.60%

Overhead1.00%

Inputs

New designs launched0

New ad creatives25

Campaigns sent1

Your #1 opportunity

Reduce Ad spend / Increase AOV

Your notes

Ad spend is killing profit week over week and that makes me sad

Chris's review

$14.6K sales, negative margin at a 1.77 MER, FB ROAS 1.67, CVR 4.07, AOV $39.69, email at 2.2. The ads are not killing profit. The math is killing profit.

David, I hear you on the ad spend feeling heavy, but reducing spend is the wrong move. The number one is the margin leak, and it starts with AOV.

The math
At a 1.77 MER, roughly 56 cents of every dollar goes to ads. COGS at 39.6 percent. Overhead at 1 percent. That is 97 cents out of every dollar before you pay yourself anything.
Your CVR is 4.07, which is excellent. Your CPC at $0.94 is slightly high but not broken. The drag is AOV at $39.69.
At 4.07 CVR and $0.94 CPC, if you got AOV to $50, your ROAS would be in the 2.1 to 2.3 range and margin turns positive without touching ad spend.
Action this week
Related products on the collection page and around the hero product. Manual recommendations, not automated junk. Put complementary items right where the buyer is already looking.
Set a free shipping threshold at $74.99. That single move typically adds $5 to $8 to AOV by itself.
Do not touch ad spend yet. Do not cut it. Fix the AOV first, then the same ad dollars produce a completely different outcome.
On your stated number one
You said reduce ad spend and increase AOV. The AOV call is right. The reduce spend call is wrong.
Pulling back spend at a 1.67 ROAS does not fix the math. It just produces less revenue with the same broken unit economics.
Fix AOV first. When ROAS clears 2.0, then you start scaling spend, not cutting it.
On your notes
Ad spend feeling heavy every week is a real signal, but it is pointing at the wrong fix. The sadness is the margin. The margin fix is AOV.
You also sent zero new designs this week. That is a separate problem. At your CVR and with ad creatives running, you need new inventory to test against. Minimum 5 to 7 designs next week.
Hold
Email at 2.2 percent is very low, but it is not the number one this week. Fix margin first.
Pop-up at 2 percent needs work, but that is a week-two problem. One thing at a time.

Next week target

AOV over $45 via related products and a free shipping threshold. No spend cuts.

Member · 59

Paula Jakobs

Sunburst RPG

This week · Conversion rate

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Your scorecard

Top line

Total sales$10,897.27

Net profit margin12.85%

MER3.02

Facebook ads

Ad spend$3,324.99

ROAS2.46

CPC$0.49

Shopify

CVR (bot filtered)2.33%

AOV$46.35

Campaign rev$552.29

Flow rev$1,334.60

Pop-up rate5.18%

Email % of revenue17.32%

Google ads

Spend$280.13

ROAS3.83

Expenses

COGS47.05%

Overhead0.00%

Inputs

New designs launched6

New ad creatives18

Campaigns sent3

Your #1 opportunity

I need to launch more designs! I was busy with claude but now I think I can launch them more quickly and efficiently so that number should increase

Chris's review

$10.9K sales, 12.85% margin on a 3.02 MER (should be 15-20%), FB ROAS 2.46, CPC $0.49, CVR 2.33%, AOV $46, email at 17% with a popup at 5.18. The ads are cheap. The store is losing people.

The number one is conversion rate, and the popup is the fastest lever inside it.

Action this week
CVR at 2.33% with a $0.49 CPC means your ads are working and your store is not closing. That's the gap between 2.46 and 3.0+ ROAS.
Fix the popup first. 5.18% capture rate is leaving free list-growth on the table. Target is 10 to 12. One field, one clear offer, no quiz.
Then go look at peer stores with CVR over 3. Go to Slack, ask for eyes on your product page. Switch to 3-step checkout if you haven't. Move reviews above the fold.
Pull your funnel: Add to Cart, Reach Checkout, Sessions Converted. Benchmark is Add to Cart around 68%, Reach Checkout 4 to 5%. Find where you're losing them.
On your stated #1
I would redirect this. 6 designs is low, but doubling designs while CVR is at 2.33% just sends more traffic into a leaky page.
Get the store converting first. Then the design volume you're about to unlock with Claude actually has somewhere to land.
Once CVR clears 2.5%, designs become the number one. You're one step away.
On COGS
47% COGS is above the 40% baseline. First check: is the Printify rebate factored out? That's the most common miss.
If the rebate is already factored in, that's a pricing problem. Your margin is 3 to 5 points lower than your MER predicts and COGS is where the leak is.
Run the math on your top 10 SKUs. Raise prices on anything where net margin is under 25%.
Hold
3 campaigns sent is right at the max. That's the sweet spot, not a place to push harder.
Google at 3.83 ROAS on $280 is not hurting you at this size, but it is not the focus. Leave it.
18 ad creatives tested is solid. Keep that up. CPC at $0.49 tells you the creative is working.

Next week target

CVR over 2.5. Popup capture rate over 10. COGS math confirmed with Printify rebate factored out.

Mastermind Scorecard Review.

The numbers across all 59 active members.

All 59 members.

The opportunities across the cohort.

Where the opportunities are concentrated

Opportunity 1 · Email capture at the popup

The popup playbook

Opportunity 2 · Margin headroom in the cost line

How to find the points

Opportunity 3 · Stay in the email sweet spot

Opportunity 4 · Lift the order value

The simple AOV playbook

Opportunity 5 · Concentrate your ad spend

Ready to push spend this week

If you do one thing this week

Alright, those are the number one opportunities.