A plan you can
examine before paying.
This fictional retail example demonstrates the structure of our work. It is not a client case study, an account audit, a scan, or evidence of achieved performance.
Example assumptions: one retail offer, one proposed market, a purchase action, $150 order value, 60% contribution margin, $2 CPC, 3% click conversion rate, $10,000 monthly media, and the current growth-management fee shown below. Margin excludes advertising and the agency fee; all figures are hypothetical USD.
Sample decision scorecard
| Evidence gap | Next action | Owner | Success measure |
|---|---|---|---|
| Advertiser and market eligibility unknown | Check actual account capabilities and supported market before promising a launch | Agency delivery lead + client account owner | Eligibility evidence recorded; unsupported launch not approved |
| Purchase event not tested | QA primary events and deduplication; document attribution settings | Measurement owner | Agreed test transactions appear once with source/timezone/window documented |
| Margins and conversion rate are assumptions | Validate contribution costs and design a bounded acquisition test | Client finance owner + agency strategist | Assumptions accepted or revised; budget cap and decision date signed off |
| Creative lacks an approved hypothesis | Draft one buyer-relevant message test and verify claims | Creative lead + client approver | Approved assets, hypothesis, customer action, and review criteria retained |
Example action sequence
- Before spend: resolve eligibility and event QA. Do not use an average score to bypass either gate.
- Before launch: approve the economics assumptions, creative, owner, test envelope, and stopping rule.
- At readout: review qualified customer actions, fee-inclusive contribution, and uncertainty. Expand only where the evidence supports the next allocation.
Time to readout depends on traffic, sales cycle, and test design. This example sets no statistical-confidence or performance promise.
Interactive example · hypothetical · USDDoes the scenario
Does the scenario
cover acquisition costs?
Single-order contribution model. No lifetime value is assumed. Change the numbers to see how media and agency fees affect the result. This does not forecast platform performance.
Scenario output · example assumptions
Estimated paid conversions150
Contribution per order$90.00
Contribution after media and agency fee-$1,500.00
Maximum media CPA at this scenario volume$56.67
This scenario cannot cover its acquisition costs.
Contribution margin must account for all variable delivery costs except advertising and the agency fee. More complete customer economics require additional evidence.