01 UnpackA sale is the beginning. Not the answer.
Start with $90 of net revenue. Account for product and fulfilment, fees and expected returns, and the contribution you want to keep. Only then do you know the room for acquisition.
THE MATH / EVERY DOLLAR HAS A JOB$90 − $42 − $6 − $18 = $24 target acquisition cost. These are fictional assumptions, not a profit forecast. Test a higher returns allowance below.
02 ReconcileOpen the layers. Find the gaps.
Twelve store purchases. Ten attributed by the platform. Neither tells the whole story alone. Bring the order records, attribution windows, costs and inventory freshness together.
THE EVIDENCE / CONFIDENCE IS PART OF THE ANSWERTwo orders remain unattributed. Supplier costs are owner-entered; fees and returns are estimates. Inventory sync failed. A $22 platform CPA is not verified contribution.
03 DecideAll that thinking. One clear next move.
The evidence condenses into a useful owner briefing: hold the budget, refresh inventory and reconcile the gaps. Then review the bounded creative test.
THE BRIEFING / A REASON, NOT JUST A NUMBERNo demonstrated lift or guaranteed outcome. An encouraging report does not authorize more spend. Your authenticated review stays in the loop.