Keep
4.10×
Reported ROAS
Oat — hero 15s
$18,400 · 1 ad
The Workspace
Every morning, what you spent and what you kept
Every platform you have connected, drawn against your own order ledger. Contribution margin in dollars, the targets you set, and every creative judged against your own account rather than ranked and handed back.
See a real reportNet sales
$214,000
+12.4%vs the previous 28 days
Pace $236,000
MER
3.40×
+0.31vs the previous 28 days
Target 3.10× · 110%
Contribution margin
$87,740
+9.1%vs the previous 28 days
41.0% of net sales
CAC
$48.20
−4.8%vs the previous 28 days
Target $52.00 · 108%
Net salesAd spendlast 7 days still settling
5platforms, consolidated
12 monthsbackfilled on day one
3 testsbehind every creative verdict
Yesterdaycomplete, never partial
Know what you actually kept
A creative tool reads your ad accounts. It can show you ROAS and cost per purchase all day, and it cannot tell you what you kept.
Margin needs three things an ad account does not have: net sales from the order ledger, what the goods cost, and what you pay to ship and process. Enter those once and every screen carries contribution in dollars and in percent.
Net sales
$214,000
- Cost of goodsper SKU, or a flat rate you set−$68,480
- Shippingwhat you pay to ship, not what you charge−$17,120
- Payment processingyour gateway’s cut−$6,420
- Ad spendevery connected platform−$34,240
- Contribution41.0% of net sales$87,740
Every metric against the target you set
Set a target for the year, the month, or both. The tile stops projecting and starts measuring against the number you actually gave it.
Which way is good is stored per metric, so CAC under target reads as ahead and revenue under target reads as behind. A progress bar that renders both green is worse than showing neither.
- Net sales$214,000of $240,00089%Day 24 of 31
- MER3.40×of 3.10×110%Higher is better
- CAC$48.20of $52.00108%Lower is better, so under target is ahead
- Orders1,842No goal set, so it keeps the linear pace: 2,379
Know which creative to kill, and why
A ranked list tells you the order. It does not tell you what to stop paying for.
Every ad is judged against your own account rather than an industry benchmark, and comes back with a decision: keep it, watch it, rebuild it, or stop paying for it.
Every ad gets one of five answers
- KeepWorking against your own account. Leave it running.
- WatchSoftening. Worth a look before it costs you.
- Kill & IterateThe idea may survive a new offer or landing page. The execution will not.
- KillStop spending on it.
- MixedThe same creative judged differently in different ad sets — which is a placement or audience finding, not a creative one.
One creative, one card
An image running across twelve ad sets is one card, with the spend of all twelve summed and every rate recomputed from the totals. Not twelve near-identical tiles of the same picture.
Rank by any of nine metrics. Set a minimum spend, so ranking by ROAS stops handing you the test that got lucky. Tick up to twelve and put them on one chart, day by day.
Kill & Iterate · 9
1.32×
Reported ROAS
Variety box — offer
$41,900 across 9 ads
Mixed · 4
2.05×
Reported ROAS
Reviews — testimonial
$9,250 across 4 ads
Where the daily numbers stop, and the report starts
It will not tell you what caused what. Nothing on it is an incrementality figure, and none of it is corrected. Reported numbers are worth seeing every morning and are not worth acting on alone.
It also keeps two kinds of number apart, always. Net sales is your store's own figure. A channel's revenue is what that channel claimed about itself, and it is labelled as a claim everywhere it appears, because added together those claims come to more than the store took.
Deciding what actually caused what is the Incrementality Report's job, and it arrives monthly, on the complete month. There is no separate plan for the Workspace and no add-on: connect your store and your ad accounts and you get both.
Read one before you decide anything.
Every channel, month by month: what each one claimed, and what the evidence actually supports.