Make every ad dollar prove its return.
Stop optimizing on platform-reported ROAS that overstates by 20–60%. We rebuild your unit economics on bookkeeping truth — LTV, CAC, MER, contribution margin and payback in days — so growth decisions actually grow profit. Pairs with our Management Reporting service.
30 min · No pitch · A real CFO, not a chatbot
Who it's for
- Brands scaling ad spend past $50K/month that need real efficiency.
- Founders preparing to raise where investors will pressure-test the LTV story.
- Multi-channel operators where MER vs ROAS confusion is costing 15–30% efficiency.
Symptoms you need this
If more than two of these sound familiar, this is the service to start with.
What you get
By acquisition cohort, using order-line data — not blended fiction.
Every marketing dollar mapped to new customers acquired.
Weekly MER by channel + total, with target bands and pull-back triggers.
Cohort payback curves, not a single-number blend.
30/60/90/365-day repurchase, by cohort and category.
Concrete recommendations for where each marginal $1 of ad spend should go.
- Audit of current LTV / CAC / MER calculations
- Rebuild from Shopify / Amazon / bookkeeping data
- Cohort dashboard (Sheets or Lightdash)
- Channel reallocation recommendations
- Working session with the growth team
- 30-day support to implement changes
- PPC campaign management or creative production
- Ad platform integrations / MMM buildouts
- Ongoing monthly bookkeeping
- Third-party attribution tool licences (we can integrate any you own)
How it runs
Identify the gap between what you report and what's actually true.
Reconstruct LTV from order-line data, applied at gross margin not revenue.
Live view that updates weekly across all channels.
Concrete recommendations on where each marginal $1 of ad spend should go.
Artifacts we deliver
Monthly cohort tables at revenue and gross-margin LTV, 3/6/9/12 mo.
Weekly MER by channel + total, with target bands.
Days-to-payback by cohort, with a stage-appropriate target line.
Written recommendation on channel mix for the next 90 days.
Diagnostic delivered as a fixed-fee project. Most clients renew into ongoing Management Reporting or Fractional CFO.
Stop guessing. Start deciding on facts.
A free 30-minute call with a senior CFO. No sales pitch – just a clear read on where your money is and what to do next.
30 min · No pitch · A real CFO, not a chatbot