🎨 Prepared for Gillie & Marc · v1 · 30 April 2026

Gillie & Marc Digital
A Strong Brand With a Broken Funnel

You've built a genuinely iconic fine-art brand — 723k Instagram followers, 90k Facebook fans, 20k monthly website users, 7,500 products in the catalogue. Sales run enquiry-first (items from A$1,000 to A$100,000), so the real conversion is the form_submit_pify enquiry, not an online checkout. The paid + measurement stack is burning ~A$8.5k/month delivering 94% of impressions to Indonesia, Brazil and India, and no platform can see which ads produced which invoiced sales. This plan fixes measurement end-to-end, builds an enquiry-to-sale reconciliation dashboard no competitor has, and redirects spend to the audiences that actually buy sculptures.

Meta 30-day spend

A$8.5k

A$28.3k over 90d

Enquiries tracked (30d)

207

The real conversion — in GA4 only

Ad spend attributed to sales

Enquiry → sale loop is open

Spend going to target markets

6.4%

94% to ID · BR · IN

Google Ads ROAS (30d)

3.77×

A$2,986 spend → A$11,254 value

Mailchimp open rate

38.4%

1.14M emails · 2× industry benchmark

Active welcome flows

11 automations · all paused or archived

Instagram followers

723k

@gillieandmarcart

Shopify catalog

7,529

Products · not in ads

Google Ads impression share

10%

90% of search demand unserved

The brand is not the problem. The funnel is the problem. Sales are enquiry-led, so no ad platform can see when an enquiry becomes an invoiced sale — the attribution trail breaks the moment the form fires an email. Paid spend is optimising to link-clicks in cheap markets because that's the only signal the system knows how to reward. Build the enquiry reconciliation dashboard, redirect the same budget at the right audience on the right objective, and the 723k IG / 7,529-product catalogue does the rest.

The Business Model We Missed

This Isn't an E-commerce Store — It's an Enquiry-Led Gallery

You've told us that with pieces ranging from A$1,000 to A$100,000, checkout-online was tested and didn't work. Every purchase starts as an enquiry to one of two sales email addresses, so the team can open a conversation, negotiate price, understand the story behind the buyer, and close over email or phone. That context rewrites the entire measurement plan. The “0 purchases in Meta / 0 transactions in GA4” finding isn't a pixel bug — it's the correct reflection of a business that deliberately doesn't close on the website. The real conversion is form_submit_pify → email → negotiation → paid invoice. And that's what we need to measure.

What we assumed

Shopify pixel is broken, rebuild it for purchase events

Our GA4 + Meta audits both found zero purchase / ATC / view-content events. Our first hypothesis was a Shopify integration failure — a 30-minute fix. That hypothesis is wrong.

What's actually happening

The site was deliberately built to not close online

Product pages route to an enquiry form. Form submissions email two sales inboxes. A human negotiates price, adjusts for shipping/installation, and invoices. Purchase events never fire on the site because the purchase never happens on the site. GA4's 207 form_submit_pify events in 30 days are the real demand signal.

The Measurement Gap

Why Every Ad Platform Is Currently Flying Blind

Stage	Where it happens	Tracked today?	Platform sees it?
1. Ad impression / click	Meta, Google Ads, IG organic	Yes	Meta ✓ · Google ✓
2. Landing page view	gillieandmarc.com product page	Partially — GA4 yes, Meta fires `landing_page_view` inconsistently	GA4 ✓ · Meta partial
3. Enquiry submitted	On-site form → `form_submit_pify` fires	Yes — 207 events / 30d in GA4	GA4 ✓ · Meta ✗ · Google Ads ✗
4. Email received by sales team	Two sales inboxes (one ANZ, one overseas based on form context)	No	Nothing — the enquiry disappears into email
5. Price negotiation + qualification	Email threads / phone calls	No	Nothing — no CRM stage progression
6. Invoice / payment	Offline — Xero? Shopify draft order? Unknown	Yes, but isolated	Accounting system only
7. Sale attributed back to ad	Nowhere — broken at step 4	Never	Zero ROAS ever calculable

In the current setup, the moment an enquiry is emailed, it exits the tracked universe. Even if the deal closes for A$50k three weeks later from a campaign we can identify, not one platform — Meta, Google, GA4 — will ever know that ad produced revenue. This is why a 5-year-old account with A$735k in lifetime Meta spend still reports A$0 attributed revenue. The break isn't the pixel. The break is that step 3 never talks to step 6.

Our Proposal

The Enquiry Reconciliation Dashboard — Your Unique Advantage

What it does

A 121 Group custom dashboard that takes every enquiry submitted through the website (with its campaign source, UTM, Meta click ID, Google click ID, GA4 session ID, Mailchimp campaign + subscriber IDs) and reconciles it against every invoiced sale by matching on name, phone number, or email address. The moment a buyer's details match a prior enquiry, the sale is attributed back to the original ad click or email send — even if it took 60 days, three email exchanges, and a phone call to close. Mailchimp is now a first-class data source alongside Meta and Google Ads, which means for the first time the 4–6 emails per sale can be measured against the invoiced revenue they produce.

STEP 1

Capture click identity at enquiry

Enrich the enquiry form to silently capture gclid (Google click ID), fbclid (Meta click ID), GA4 client_id, mc_cid + mc_eid (Mailchimp campaign + subscriber), first-touch + last-touch UTMs, landing page, product viewed. Stored alongside name / email / phone. Invisible to the user — zero friction change.

STEP 2

Reconcile against invoiced sales

Nightly job ingests closed sales (Xero / Shopify draft orders / Stripe — whichever the invoicing happens in) and fuzzy-matches to the enquiry log on email (primary), phone (fallback), name (last resort). Same match also runs against the Mailchimp subscriber database so every invoiced buyer is stitched to their email engagement history (which campaigns they opened, which products they clicked). Match quality flagged per record. Human review queue for the edge cases.

STEP 3

Push offline conversions back

Matched sales fire offline-conversion uploads to Google Ads (via the captured gclid), Meta CAPI (via the captured fbclid), and Mailchimp (via the captured mc_cid, as a custom Purchase event on the subscriber) — all with the real invoice value. Smart bidding on Google + Meta optimises to actual revenue. Mailchimp's revenue-per-campaign column populates for the first time in the account's 9-year history.

STEP 4

Dashboard with real ROAS

Looker Studio dashboard shows, for every campaign and every email send: enquiries generated → sales won → revenue invoiced → true ROAS. Broken down by channel, campaign, product line, geo, day-of-week. Email-assist column shows which paid channels are carried by a prior email open / click. Weekly automated email. First time anyone in the business has seen this data end-to-end.

Why this is a compounding advantage, not just a report

1. Smart bidding learns your real economics

A campaign driving 10 enquiries that close 3 sales at A$15k each is wildly more valuable than 40 enquiries closing 1 at A$2k. Meta and Google can't know that — until we tell them, via the offline conversion upload. They then optimise toward the audience pattern that produces real revenue.

2. LTV data, not just transaction data

Repeat buyers reveal themselves through the matching logic. A collector who enquired in 2022 and comes back in 2026 for a second piece stitches together automatically. Lookalike seeds get 10× better.

3. Sales team gets context, not just leads

The enquiry email now carries the full attribution trail: "This person first visited from a Meta ad for the Wild Table sculpture, came back three times via organic, then enquired after clicking a Google Ads Brand search." Real sales-qualifying context, delivered automatically.

4. Unassailable case for paid budget

Any future conversation about scaling spend moves from "trust us, the top-of-funnel is working" to "here are 14 named sales, here's their invoice value, here's the ad that started each one." The dashboard itself becomes the business case.

Implementation — lightweight and staged

Stage	What ships	When	Data flowing
v0 — Instrumentation	Add hidden fields to the enquiry form capturing `gclid`, `fbclid`, `mc_cid`, `mc_eid`, GA4 client ID, UTM params, landing page. Forward with every enquiry email + store in a Google Sheet / Airtable. Mailchimp UTM template set account-wide same week — every future email send produces clean `mc_cid`/UTM parameters that land in the form capture.	Week 1–2	Every enquiry now carries its ad + email origin
v1 — Manual reconciliation	Weekly export of won sales from the invoicing system (system TBC — confirming at client presentation). Manual match to enquiries by email, then cross-check against Mailchimp subscriber history (Mailchimp export API) to identify which campaign / email last touched the buyer. Monthly summary: which paid campaigns + email sends produced which sales.	Month 1	First real ROAS numbers appear — including email assists
v2 — Automated match + offline upload	Nightly job reconciles automatically. Offline conversions pushed to Google Ads (via gclid), Meta CAPI (via fbclid), and Mailchimp custom-event API (via `mc_cid`) with real invoice value.	Month 2–3	Smart bidding + Mailchimp revenue tracking live on real revenue
v3 — Dashboard + sales context	Looker Studio dashboard for leadership. Enquiry emails to sales team enriched with ad-source context. Repeat-buyer flags. LTV cohort view.	Month 3–4	Full loop closed, sales team enriched

This is the piece no competitor agency is building for them, and it's the piece that makes every other recommendation in this deck actually pay off. You don't get to claim 3× ROAS on a catalog sales campaign if you can't see the sale. The reconciliation dashboard is what takes a broken measurement story and turns it into the best-attributed paid operation in the Australian fine-art market.

Immediate Test Campaign

The 50% Off Clearance Sale — A Perfect First Proof Point

The clearance sale historically runs as 4–6 emails to the existing loyal database and delivers a strong result every time, with enquiries arriving into the two sales inboxes and closing over email / phone. We keep that mechanic intact — it's proven, profitable, and free. What we add is a paid layer that does two jobs the email list can't: warm a cold audience of lookalike buyers before the first email drops, and recapture browsers who engaged but didn't enquire. We also instrument the sale with enquiry-reconciliation v0 — so for the first time ever, a G&M sale produces real, named, ad-attributed revenue data.

✅ Keep doing — it works

4–6 email drops to the full database

Loyal repeat buyers, high LTV, zero CAC. We don't touch the sequence — we just instrument it. UTMs on every link, open/click tracked to GA4, every clicker tagged as a retargeting audience member. The email list is still the hero of this sale.

🎯 Add — paid layer around it

Top-of-funnel reach + bottom-of-funnel recapture

Pre-sale: warm a cold-but-lookalike audience that looks like your best email buyers, so they know the brand before the sale drops. During sale: retarget everyone who engaged — site visitors, IG engagers, email clickers who didn't enquire. Post-sale: DPA remarketing on browsed-but-not-enquired products for the long tail. Every ad funnels to the same enquiry form — no checkout, no ATC.

Three-Phase Structure

Warm → Convert → Recover

PHASE 01

Warm-up (7–10 days pre-sale)

Before email #1 drops

Cold-but-qualified prospecting on Meta
Target: IG engagers LAL 1% + website visitors LAL 1%
Locked to AU / US / GB / NZ / CA only
Creative: brand-storytelling (not sale yet) — Wild Table of Love, Sesame Street, public-art moments
Objective: OUTCOME_ENGAGEMENT (video views / IG profile visits)
Goal: seed the retargeting pool for phase 2

PHASE 02

Convert (during sale window)

Email #1 → Email #6

Meta catalogue ads against the 7,529-product feed with sale overlay
Retargeting: phase 1 engagers + all 90-day GA4 site visitors
Email clickers who didn't enquire → high-intent custom audience
Google Ads: Brand + "gillie and marc sale" queries + PMAX with promo extension
Objective: OUTCOME_LEADS on Meta (enquiry = conversion) · Maximise Conversions on Google Ads with form_submit_pify as primary conversion action
IG Stories sale countdown creative in-feed
Enquiry form silently captures gclid, fbclid, UTMs — reconciliation v0 live for this sale

PHASE 03

Recover (7 days post-sale)

Rolling 7 days after email #6

DPA remarketing — last-chance messaging on specific products each user browsed
Abandoned enquiry flows in Mailchimp — one nudge email to anyone who began the enquiry form but didn't submit
Segment of "clicked but didn't buy" for one manual founder-tone email
Capture the 3–7 day attribution long tail
Post-sale report: revenue by source, ROAS by campaign, incremental lift vs email-only

How We Measure Incrementality

Proving Paid Is Adding To — Not Just Claiming — Email Revenue

Measurement	How	Answers
Email-only holdout	Hold out ~10% of the database as a pure-email cohort (suppressed from paid retargeting). Compare revenue/user vs the 90% who get email + paid.	Is paid lifting the list, or just riding it?
UTM-tagged emails	Every link in every email carries a unique UTM. GA4 + Shopify see email revenue separately from paid.	What did email drive on its own?
New vs returning split	GA4 segment: new users who enquired during the sale window. Paid should own most of new enquiries; email should own most of returning.	Did top-of-funnel actually reach cold audiences?
Platform-reported ROAS	Meta + Google Ads ROAS on proper attribution (7-day click / 1-day view on Meta; data-driven on Google Ads).	Cost of each incremental sale?
Invoiced sales ground truth	Reconciliation v0: every enquiry captured with `gclid` / `fbclid` / UTMs. Sales team exports won deals from the invoicing system at end-of-window; we match to enquiries and produce the first-ever named attribution report for this client.	Which ads produced which invoiced sales?
Enquiry-to-sale close rate	Win rate by source: email vs paid warm vs paid cold. Benchmarks the quality of leads each channel produces.	Is paid producing enquiries that close, not just enquiries that arrive?

Test Campaign Budget

Small, Contained, Measurable

121 Group fee for the test campaign

Line item	Fee	Duration	Covers
Test campaign set-up + management	A$2,500	~3 weeks end to end	Audience build, creative brief, copy, launch, daily optimisation, post-sale report

Recommended media allocation — client pays direct to platforms

Line item	Recommended	Duration	Purpose
Meta — Phase 1 warm-up	A$1,200	7–10 days pre-sale	Seed the retargeting pool with cold LAL audiences
Meta — Phase 2 catalogue-led enquiries	A$2,500	Sale window	Catalogue-led conversion against warm + retargeting
Meta — Phase 3 DPA remarketing	A$800	7 days post-sale	Recover abandoners + long-tail
Google Ads — Brand + sale queries + PMAX	A$1,500	Sale window + 3 days	Capture high-intent search demand
Recommended media total	A$6,000	~3 weeks	Billed directly by Meta + Google to the client — no 121 Group mark-up

The elegant part: the recommended media spend for this test is roughly equal to what the Meta account is currently burning on Indonesian link-clicks in a single month. If we do nothing else, we've already redirected that wasted budget into a proof point on a sale the client already knows converts. The email list does what it always does. Paid does what the email list can't. And because media is billed platform-to-client directly, the client can scale media up or down without renegotiating our fee.

Success criteria for the test

≥2× ROAS

On reconciled invoiced sales, not just enquiry volume, during the 3-week window + 4-week attribution tail

≥25

New-customer enquiries (not already in the email database) — the whole point of the paid layer

Clean data

First campaign in 5 years with full pixel events, UTM taxonomy, reconciled Shopify revenue

Decision-ready

Post-sale report that makes the 6-month engagement an obvious yes-or-no

What We Found

Four Things Two Independent Audits Agreed On

GA4 audit (properties 337398344 AU + 337377577 US) and Meta audit (ad account 214776697143883) were run independently against the live platforms. Both arrive at the same diagnosis from different data.

01 · The ecommerce pixel is silent

Zero purchases on either platform — correct, because the site doesn't sell. But enquiries aren't wired to the ad platforms either.

GA4 captures 207 enquiries / 30d via form_submit_pify. Meta recorded 0 leads / 0 view_content / 0 form-submits across 889k clicks / 90 days. Only 391 of those 889k clicks even fired a Meta landing_page_view. The real conversion (enquiry) isn't wired to Meta at all, and Google Ads isn't importing it either — so neither platform can optimise toward it.

02 · Paid spend is being wasted geographically

94% of Meta impressions delivered to Indonesia / Brazil / India.

Australia received 0.2% of Meta impressions and A$176 of spend. USA 0.3% / A$365. UK 0.02% / A$1.64. This is the inevitable output of running LINK_CLICKS campaigns globally — Meta's ML finds the cheapest clicks on earth, and they're not buyers of A$30k bronze sculptures.

03 · Campaign objectives are optimising for the wrong signal

Only 2 of 1,692 active Meta campaigns optimise for conversions.

1,016 LINK_CLICKS · 291 POST_ENGAGEMENT · 112 VIDEO_VIEWS · 260 OUTCOME_ENGAGEMENT — and only 2 CONVERSIONS campaigns. Even if enquiry events were wired, Meta has no permission to optimise toward them. The root cause of problem #2 above.

04 · Five years of campaign sprawl is drowning the account

2,562 campaigns, 1,819 ad sets, 2,162 ads. 96% of "active" campaigns have spent $0 in 90 days.

1,621 active-but-dormant campaigns accumulated from boosted Instagram posts since 2021. Blows out Ads Manager performance, breaks audience overlap analysis, hides the ~71 campaigns that are actually delivering.

This is the pattern we see across every channel: best-in-class organic brand (723k IG followers, strong PR, editorial blog traffic) sitting on top of a paid + measurement stack that's been set up but never connected. Every fix from here is plumbing. Nothing about the brand, creative or product needs to change.

Digital Audit

Current State Snapshot

Verified data pulled 30 Apr 2026 via GA4 Admin & Data APIs (service account agent-zero-service-account@groupportal.iam.gserviceaccount.com) and Meta Marketing API v21.0 (121 Group Portal app, non-expiring user token).

Area	Finding	Current	Status
Ecommerce platform	Shopify — primary storefront at gillieandmarc.com · 7,529 products in Meta catalog, implied similar in Shopify	Live, strong asset	Strong
GA4 — AU property (337398344)	Measurement ID `G-K1SV66XXD6` · stream URL still `http://www.gillieandmarc.com` (site runs https) · 26,255 sessions / 30d · 47.2% engagement · 19 custom key events configured	Installed & tracking traffic	Active but misconfigured
GA4 ecommerce events	207 `form_submit_pify` events / 30d — the real conversion. 0 purchase / 0 ATC / 0 view_item is correct; site doesn't sell. Ecommerce events should simply be disabled, not rebuilt.	Broken	Critical gap
GA4 data retention (AU)	Set to 2 months (minimum). Should be 14 months — it's free.	2 months	Misconfigured
GA4 custom dimensions	Zero registered on either property. Any event parameters emitted are invisible to standard reports.	0 dimensions · 0 metrics	Unused capability
GA4 — US property (337377577)	Property Gillie and Marc US pointed at gillieandmarc.art — which 301-redirects to the .com. 1 session in last 30 days, 0 in last 90, last meaningful traffic mid-2023. Still linked to Google Ads account 923-079-7754.	Dormant ~24 months	Archive or rebuild
Meta ad account (act_214776697143883)	Active, AUD, Sydney TZ, VISA funded, lifetime spend A$735k, owned by Business Manager 168167487133143	Healthy shell	Good standing
Meta pixels (3 installed)	ANZ pixel (1345840819115125) — fired today ✅ · OS pixel last fire Jul 2024 · Legacy pixel last fire Jan 2022	1 live / 2 dormant	Consolidate
Meta pixel events (90d)	899,621 link_clicks · 391 landing_page_views · 0 purchase · 0 view_content · 0 add_to_cart · 0 initiate_checkout · 0 lead	Pixel firing PageView, nothing else	Critical gap
Meta campaign structure	2,562 campaigns · 1,819 ad sets · 2,162 ads. 1,692 "active", but 1,621 (96%) had $0 spend in last 90 days — i.e. forgotten boosted posts.	Severe clutter	Mass archive needed
Meta campaign objectives	60% LINK_CLICKS · 17% POST_ENGAGEMENT · 15% OUTCOME_ENGAGEMENT · 7% VIDEO_VIEWS · only 2 of 1,692 are OUTCOME_SALES / CONVERSIONS	Wrong for ecommerce	Rebuild required
Meta geographic delivery (30d)	Indonesia A$5,163 (61%) · Brazil A$2,153 (25%) · India A$493 · USA A$365 · Australia A$177 · UK A$1.64	6.4% to target markets	Catastrophic
Meta placement mix (30d)	IG Feed 53% · IG Stories 27% · IG Reels 20% · Facebook placements combined 0.006%	100% Instagram, FB disabled	Under-diversified
Meta custom audiences	102 total · 38 lookalikes · 21 engagement · 20 website · 11 IG-business · 9 custom · 2 event · 1 claim. All 38 lookalikes are seeded on suspect signal (no purchase data exists, no enquiry data has ever been fed back). Full rebuild required once enquiry + reconciled-sale data is flowing.	Large, needs quality audit	Rebuild after tracking fix
Meta catalog	"Products for Gillie and Marc Art" · 7,529 products · vertical=commerce · not used in any active catalogue ad or DPA campaign — despite being the perfect creative asset for enquiry-driving retargeting	Populated, unused	Biggest missed lever
Google Ads (account 330-438-0266)	Under 121 Group MCC 841-066-8004. GA4 confirms paid-search is the highest-CvR channel (3.5%, ~3× organic) at A$-undisclosed spend / 1,601 sessions / 56 conversions. Live campaigns include AU PMAX Bronze Sculptures + Brand (AU / UK / US).	Live, best-performing channel in GA4	Full audit pending OAuth refresh
Instagram @gillieandmarcart	723,073 followers · 2,777 posts — genuinely strong organic asset. Paid strategy is mostly boosting existing posts rather than leveraging the audience with conversion campaigns.	Top-tier organic	Under-leveraged
Facebook page Gillie and Marc Art	90,189 fans · receiving A$0.54 of paid distribution in last 30 days (0.006% of Meta spend)	Effectively unused for paid	Activate placements
Traffic quality (GA4 30d)	Mobile 57% · Desktop 40% · Tablet 2%. Top countries by sessions: US 8,318 / AU 5,911 / UK 3,099 / SG 1,728 / CN 1,683. SG+CN likely bot (3,411 sessions, 2 conversions).	Good fundamentals	Strong
Channel mix (GA4 30d)	Organic 44% sess / 1.18% CvR · Direct 34% / 0.82% · Paid Search 6% / 3.5% CvR · Paid Social — not attributed (UTM gap with Meta) · Email 1 session	Paid Search is the highest-CvR channel	Clear winner to scale
Top landing page (GA4 30d)	Homepage `/` · 3,925 sessions · 60.2% engagement · 101 conversions (2.6% CvR — the site's best page)	Homepage converting well	Protect

Channel Audit · Mailchimp

The Best-Performing Channel — With the Worst Instrumentation

Mailchimp has been live for 9 years, holds 39,425 subscribers across 6 audiences, and has delivered 1.14 million emails at a 38.4% open rate in the last 16 months — roughly 2× the arts-industry benchmark. This is the only channel where the audience already buys: 4–6 emails per sale sells out the inventory. It is also the channel where zero revenue is measurable, every welcome flow is paused, no links carry UTMs, and a recent sale send went out with click tracking switched off. The fix is configuration, not rebuild.

Total subscribers

39,425

Across 6 audiences · Pro plan since 2017

Emails delivered (16mo)

1.14M

100 campaigns · ~6 / month

Blended open rate

38.4%

Industry benchmark ~20%

Unsub rate / send

0.35%

Healthy — 4,018 total unsubs

Revenue tracked

ShopSync live since Jan 2024

Active welcome flows

5 paused · 6 archived

Main list growth (30d)

−140

65 subs vs 205 unsubs

Emails with UTMs

All clicks land as (direct) in GA4

Six Critical Findings

What's Actually Broken

Catastrophic · Measurement

Sale emails use mailto: CTAs — untrackable

The Apr 28 "Secret note — sale extended" campaign (15,131 recipients, 36.6% open) has exactly one action link: mailto:publicsculpture@gillieandmarc.com with a pre-filled subject. Mailchimp cannot track mailto clicks. GA4 cannot see mail clients open. Meta and Google Ads cannot attribute the enquiry. The revenue exists — it's landing in the sales inbox as an email reply, invisible to every system downstream.

Fix (1 day): Replace mailto with a landing page /sale-enquiry?utm_source=mailchimp&utm_medium=email&utm_campaign=<id> hosting the enquiry form. Keep mailto as secondary.

High · Measurement

No UTM parameters on any email link — ever

Every tracked link uses Mailchimp's proprietary mc_cid / mc_eid format (e.g. ?mc_cid=fcc3e9a7da&mc_eid=UNIQID). Fine for Mailchimp, useless for GA4, Google Ads and Meta. This is why GA4 reports 1 email session in 30 days — the 275 clicks on Coffee Friends alone from one sale email landed as (direct). When form_submit_pify fires, no utm_source=mailchimp tag travels with it.

Fix (1 day): Set Mailchimp account-level UTM template to utm_source=mailchimp&utm_medium=email&utm_campaign=*|CAMPAIGN_UID|*. One checkbox. Every subsequent send visible in GA4.

High · Compounding revenue leak

Every welcome automation is paused or archived

11 automations in the account. Five paused, six archived, zero running. The archived welcome flows were delivering 66–71% open rates and 12–22% click rates — the highest-performing emails in the account's history. Then a list migration in early 2024 pointed them at old lists. Nobody turned the new ones back on. At ~65 new subs/month on the Art News list, that's ~780 subscribers/year who never receive a welcome email. For a business with A$1k–A$100k item pricing, this is a six-figure annual leak.

Fix (2–3 days): Build two 3-email welcome sequences — one for Art News, one for Public Sculpture News. Immediate welcome → day-3 artist story → day-7 catalogue + enquiry CTA.

High · Operational

Apr 28 sale send went out with all tracking disabled

The "Secret note sale extended" campaign was sent with tracking.opens = False, tracking.html_clicks = False, tracking.text_clicks = False. Every measurement signal deliberately off. Whether intentional or accidental, even Mailchimp's own reporting can't see what happened on a send to 15,131 people.

Fix (0 days): Enforce "tracking on" as a send-checklist item. Template-level default prevents accidental untick.

Medium · Structural

Art News list is shrinking — −140 / month

205 unsubs vs 65 new subs in 30 days on the main list. Public Sculpture News has lost 810 net members over 12 months. Causes: no welcome flow forming subscriber bond, 15 sale sends in April alone driving fatigue, no segmentation by geography or engagement, no re-engagement sequence before cleanup. At current pace the list loses ~1,680 / year.

Fix (ongoing): Reactivate welcome (E3), add 90-day re-engagement sequence, segment by engagement tier, tag signup source.

High · Attribution

ShopSync connected for 16 months — reports zero orders

Four ecommerce stores connected: gillieandmarc.com, lovethelast.com, statuesforlegends.com, Eventbrite. All report 0 orders / $0 revenue. ShopSync is pinging correctly (last update Apr 30). This is not a bug — it's the same enquiry-led pattern as GA4 / Meta / Google Ads: no Shopify checkout fires, because sales close via email negotiation and manual invoice. Mailchimp is behaving correctly; there's nothing to report.

Fix (via reconciliation): Match invoiced sales back to Mailchimp subscribers by email + mc_cid history. Push revenue back into Mailchimp as custom event. First real per-campaign revenue in the account's 9-year history.

What this means for the strategy

Email is the only channel where the audience already buys. The client's own description — "4–6 emails per sale and we sell everything" — is confirmed by the data: 38.4% opens, healthy click rates, low unsubs. The problem isn't the email marketing. The problem is that the measurement layer doesn't know email exists, which means no other channel can credit email as an assist, no dashboard can defend email ROI, and the welcome flow that historically converted at 17–22% CTR has been dark for 24 months. Adding UTMs and reactivating welcomes are two configuration changes that compound across every other audit finding: GA4 starts seeing email sessions, Google Ads + Meta can layer email events into CAPI, and the reconciliation dashboard gains a fourth high-quality signal feed.

Critical Gaps — Prioritised

Ten Issues, Ranked by Business Impact

The top 3 account for ~80% of the upside. None of them require a Shopify rebuild or new creative — they're configuration fixes on platforms that already exist.

No enquiry-to-sale reconciliation anywhere Critical

Sales are enquiry-first by design — items A$1k–A$100k, closed over email/phone after negotiation. GA4 captures 207 enquiries / 30d, but no platform can see which of those enquiries became paid invoices. The attribution trail breaks the moment the form fires an email to sales. Meta and Google Ads are therefore optimising to enquiry volume, not enquiry quality or revenue. This is the single most valuable gap to close.

Lifetime spend without attribution: A$735,000

94% of Meta spend going to non-buyers Critical

Indonesia, Brazil, India and Argentina collected A$7,952 of A$8,495 in 30 days. Target markets (AU/US/GB/NZ/CA) got A$543. This is what LINK_CLICKS optimisation + open-geo targeting produces. Locking geos alone recovers ~94% of current spend overnight.

Immediate recoverable: ~A$8,000/month

Campaign objectives can't optimise to revenue Critical

Only 2 of 1,692 active campaigns use CONVERSIONS / OUTCOME_SALES / OUTCOME_LEADS. 60% are LINK_CLICKS, 17% POST_ENGAGEMENT. Meta's ML does exactly what it's told — cheap clicks in cheap countries. Has to be restructured to OUTCOME_LEADS optimising to form_submit_pify, with real invoice value fed back via reconciliation.

Root cause of: Issues 02 and 05

5 years of campaign clutter High

2,562 total Meta campaigns. 1,621 "active" with $0 spend in 90 days — the residue of 5 years of boosted Instagram posts. Need a mass archival (safe via the Marketing API) to let the account breathe.

Account objects: 1,621 to archive

7,529-product catalogue unused in paid High

The Meta catalogue is populated, live, vertical=commerce. Not tied to any active catalogue ad or DPA campaign. For an enquiry-led business this is the biggest missed lever — catalogue ads serve specific sculptures to browsers based on interest signals, driving them back to the product page to enquire. Dynamic product imagery is essentially free creative.

Opportunity: Catalogue prospecting + DPA retargeting

US property dormant but still wired to ads High

GA4 property 337377577 (Gillie and Marc US) has 1 session in 30 days, 0 in 90. The .art domain 301-redirects to .com. But Google Ads account 923-079-7754 is still linked and may be spending. Archive or unlink this week.

Unknown spend on: Ads act 923-079-7754

Google Ads is the healthy engine — and under-funded Opportunity

Google Ads spent A$2,986 / 30d against A$11,254 in reported conversion value (3.77× ROAS), with 98% of spend in AU / US / UK — the mirror image of Meta. Only 12 enabled campaigns, disciplined structure, AU Brand at 8.75× ROAS, AU PMAX Bronze at 6.65×. But search impression share is 10% — 79% lost to ad rank, 17% to budget. Raising budget on the two best campaigns alone is free money until SIS catches up. Enhanced Conversions for Leads is already enabled — half the reconciliation plumbing is pre-built.

Unserved search demand: 90% of eligible impressions

Facebook placements effectively disabled Medium

100% of Meta spend is Instagram; Facebook Feed/Reels/Stories combined received A$0.54 in 30 days despite a 90,189-fan Facebook page. Artifact of the boost-from-IG workflow rather than a deliberate choice. Re-enable and let ML redistribute once signal is restored.

FB fans unused: 90,189

102 custom audiences on a broken signal Medium

38 of 102 audiences are lookalikes. All built on broken or absent signal (no purchase data, no enquiry data yet fed to Meta). Need a clean rebuild 4–6 weeks after enquiry events are wired — 1%/3%/5% form_submit_pify, 1% IG engagers, 1% reconciled-sale LAL once v2 is live.

Lookalikes to rebuild: 38

Configuration hygiene — fast wins Low

GA4 data retention on AU at 2 months (raise to 14 — free). Stream URL still http://. No custom dimensions. No attribution spec on Meta account. Business Manager name has encoding corruption (�GILLIE AND MARC�). admin.shopify.com internal traffic polluting GA4. Hour of work, meaningful cleanup.

Time to fix: ~60 minutes

Strategy

Seven Pillars That Fix the System, Not the Brand

The brand is world-class. The plumbing isn't. Each pillar below fixes one piece of the funnel — from pixel up to catalogue down, including the 39,425-subscriber email database that's currently invisible to every other channel — without touching creative, messaging, or the 20k/month organic audience that already loves the work.

PILLAR 01

Build the enquiry reconciliation layer

The foundational pillar. Enquiry form enriched with gclid, fbclid, GA4 client ID, UTMs. Nightly match of invoiced sales to enquiries by email / phone / name. Offline conversions pushed back to Google Ads + Meta CAPI with real invoice value. Single source of truth dashboard — first time any ad platform sees which campaigns produced which sales.

PILLAR 02

Restructure Meta to optimise for enquiries

Mass-archive the 1,621 dormant campaigns. Rebuild a tight structure: 1 catalogue-led prospecting (OUTCOME_LEADS) · 1 prospecting cold LAL (OUTCOME_LEADS) · 1 retargeting DPA · 1 high-intent commissions enquiry campaign · 1 awareness for PR / public-art moments. All optimise to form_submit_pify. All locked to AU / US / GB / NZ / CA. Naming convention enforced. Once reconciliation v2 is live, upgrade smart bidding to real invoice value.

PILLAR 03

Activate the 7,529-product catalogue

Catalogue ads as the core prospecting + retargeting engine — serving specific sculptures to specific audiences based on browse behaviour. Feed health audit (titles, prices, availability, product type, enquiry URL). Product set segmentation: bronze sculptures, limited editions, prints, public-art commissions. Dynamic creative from 7,529 pieces of product imagery. Optimised to enquiry events today, real invoice value once reconciliation v2 ships.

PILLAR 04

Scale Google Ads where it's already winning

Audit complete. Account is healthy: 3.77× reported ROAS, 98% spend in target markets, only 12 enabled campaigns, Enhanced Conversions for Leads already on. But search impression share is 10% — 79% lost to rank, 17% to budget. Raise daily budgets on AU Brand (8.75×) + AU PMAX Bronze (6.65×). Pause the one losing campaign (US Sculptures, 0.77×). Consolidate 42 dormant PMAX asset groups into the working AU structure. Resurrect the REMOVED qualify_lead + close_convert_lead actions. Import form_submit_pify as primary.

PILLAR 05

Use the 723k IG audience properly

Stop boosting random posts from the Instagram app. Build a proper IG engagers custom audience, use it as a prospecting layer and a lookalike seed. Facebook placements re-enabled once OUTCOME_LEADS campaigns have enquiry signal. Retargeting sequences by funnel stage. The organic strength becomes the paid unfair advantage.

PILLAR 06

Fix + scale the Mailchimp engine

The best-performing channel in the stack with the worst instrumentation. Apply UTM template account-wide (one checkbox — every subsequent send becomes visible in GA4). Replace mailto: CTAs with tracked landing pages so sale enquiries from email reconcile back to campaign. Reactivate the welcome flow — archived versions ran at 66–71% open / 12–22% CTR, dark for 24 months. Add re-engagement sequence to reverse the −140/month list shrink. Segment by geography + engagement tier so future sends don't fatigue the list. Pipe reconciled invoice values back into Mailchimp as custom events — first real per-campaign revenue in the account's 9-year history.

PILLAR 07

Weekly measurement, monthly decisions

Looker Studio dashboard merging GA4 + Meta + Google Ads + Mailchimp + reconciled invoices. Weekly automated check-in: spend · revenue · ROAS · CPA · enquiry volume · email engagement · geo split. Monthly strategy call. Quarterly budget re-forecast. Every number traceable to a source of truth, not a screenshot.

Channel Strategy

Where the Budget Should Actually Go

Three tiers. Tier 1 is always-on. Tier 2 activates once tracking is clean. Tier 3 we explicitly stop doing, and here's why.

Tier 1 — Core, always-on

Channel	Role	Why
Google Ads — AU Brand Search	Defend and scale the brand query	Already 8.75× ROAS on A$529/mo — impression-share capped. Raise budget until SIS ≥ 60%.
Google Ads — AU PMAX Bronze Sculptures	Primary non-brand enquiry engine	Already 6.65× ROAS. Consolidate 42 dormant asset groups into this working structure with geo expansion.
Google Ads — Commissions (AU + US + UK)	High-LTV enquiry capture	Long-consideration funnel — reconciliation v1 will reveal the true value masked by current attribution windows.
Meta catalogue ads (OUTCOME_LEADS)	Primary Meta enquiry engine	7,529-product catalogue fully set up and completely unused for paid. The Meta equivalent of the Google Ads PMAX Bronze win.
Meta prospecting (cold LAL)	Cold audience expansion	Lookalikes seeded from reconciled-sale data become 10× better than today's lookalikes.
Meta retargeting (DPA)	Recapture browsers who didn't enquire	20k monthly users currently leaving without being prompted to enquire.
Organic Instagram	Brand + audience-building	723k followers. Don't break what's working — also now a measurable enquiry source.
Email (Mailchimp)	Loyal database + clearance engine	39,425 subscribers · 38.4% open rate across 1.14M emails · proven revenue driver for sales. Apply UTM template + reactivate welcome flow so GA4 stops showing 1 session/month and the historic 17–22% welcome CTR comes back online.

Tier 2 — Scale levers (activate after tracking is rebuilt)

Channel	Role	Trigger to activate
Google Ads Performance Max (international expansion)	Replicate the AU PMAX win in US / UK / NZ	Consolidate the 42 dormant PMAX asset groups into working structure once reconciliation v1 proves which geos + products convert
Google Ads offline conversion import (Enhanced Conv for Leads)	Smart bidding on real invoice value	Infrastructure already enabled on the account — activates the moment reconciliation v1 starts producing matched sales
Meta lead campaigns for commissions	High-LTV enquiry capture	Once `form_submit_pify` is wired as a Meta CAPI Lead event
YouTube / Demand Gen	Top-of-funnel storytelling	After Meta+Google hit consistent reconciled ROAS (Month 3). Current YouTube subscribers campaign contributes noise and should be paused first.
Mailchimp advanced flows	LTV lift on existing buyers + enquiry nurture + re-engagement	After welcome flow is live (Month 1) + reconciliation v1 flowing (Month 2). Adds cart-abandonment equivalent for enquiry-drop-offs, birthday flow (historic 70% open / 23% CTR), and quarterly best-of catalogue drop.
International property strategy	US / UK market expansion	Decision on the dormant US property (archive vs /us/ subpath rebuild)

Tier 3 — Explicitly stopping

Activity	Why not
LINK_CLICKS campaigns	Optimises for cheapest clicks on earth — guarantees the ID/BR/IN problem we're fixing.
Boost-from-Instagram workflow	Creates campaign sprawl (2,562 and counting), no structured optimisation, no attribution.
Open-geo targeting	A sculpture that costs tens of thousands of dollars does not have a global audience. Lock to AU/US/GB/NZ/CA.
Global POST_ENGAGEMENT spending	Likes-and-follows objectives don't fund a sculpture business; they just inflate vanity metrics.
Ads to dormant US property	Google Ads account 923-079-7754 is pointing at a domain that 301-redirects to the .com. Any spend there is wasted.

12-Month Roadmap

Four Phases, One Working Funnel

Each phase unlocks the next. We don't scale paid media until the pixel is trustworthy; we don't restructure campaigns until the measurement agrees with Shopify; we don't expand international until the AU engine is proven.

PHASE 01

Fix the plumbing + reconciliation v0

Month 1

Enquiry form enriched with gclid, fbclid, GA4 client ID, UTMs
form_submit_pify wired as primary conversion in Google Ads + Meta CAPI
Consolidate to 1 canonical ANZ Meta pixel
Raise GA4 retention to 14 months
Register custom dimensions (product, form name, office, enquiry topic)
Google Ads OAuth refresh token regeneration + full audit
Archive the 1,621 dormant Meta campaigns
Lock all active Meta campaigns to AU / US / GB / NZ / CA
Decision: archive US GA4 property + kill 923-079-7754
Mailchimp: set account-level UTM template (utm_source=mailchimp&utm_medium=email&utm_campaign=*|CAMPAIGN_UID|*)
Mailchimp: enforce tracking-on default — lock opens/clicks tracking via template
Replace mailto: CTAs with tracked /sale-enquiry landing page

PHASE 02

Restart paid + reconciliation v1→v2

Months 2–3

Reconciliation v1: weekly manual match of invoiced sales to enquiries
Reconciliation v2: automated nightly match + offline conversion upload to Google Ads + Meta CAPI with real invoice value
Meta: catalogue-led OUTCOME_LEADS prospecting
Meta: 1 cold LAL prospecting + 1 DPA retargeting + 1 commissions campaign
Google Ads: Brand vs Non-brand split + PMAX restructure
Mailchimp welcome flow rebuild — 3-email sequence on Art News + Public Sculpture News lists
Mailchimp enquiry-nudge flow — one follow-up email for form-starters who didn't submit
Looker Studio dashboard v1 live (enquiries → sales → ROAS, incl. email source column)

PHASE 03

Scale what works

Months 4–6

Rebuild lookalikes on 60–90d enquiry data + reconciled-sale data
Re-enable Facebook placements in winning campaigns
Expand PMAX geos (US / UK separately)
Product set testing: bronze vs print vs public art
YouTube / Demand Gen campaigns from existing brand content
A/B test creative on top-performing product sets
Mailchimp re-engagement sequence — reverse the −140/month list shrink
Mailchimp segment by engagement tier + geography — reduce fatigue on low-engagement cohorts
Mailchimp birthday flow reactivation — historic 70% open / 23% CTR
First quarterly review + budget reallocation

PHASE 04

Compound

Months 7–12

Decision on US expansion — subpath rebuild vs archive
UK-specific campaign stack
LTV-based bidding using CRM-imported close_convert_lead
Creative refresh cycle on fatigued ads (BELOW_AVERAGE_35% quality)
Partner/PR integration with paid (Faneuil Hall, Sesame Street etc.)
Mailchimp revenue-per-campaign reporting live — reconciled invoice values pushed back as custom events
Mailchimp LTV segmentation — Tier 1 / 2 / 3 customers get tailored drops
Year-2 strategic plan

Commercial Model

121 Group Engagement Packages

These are the 121 Group fees only. Media spend is separate and is billed directly by the client to Meta, Google Ads, Mailchimp and any other platform — no ad-spend mark-up, no platform-fee flow-through. Every dollar the client pays on ads or tooling goes straight to the platform. Our fee covers strategy, execution, optimisation and reporting against that spend.

Scenario A · Remediation

A$3,500

per month · Months 1–2

Enquiry form instrumentation (gclid, fbclid, UTMs)
form_submit_pify wired to Meta CAPI + Google Ads
Meta mass-archival of 1,621 dormant campaigns
Geo lock to AU / US / GB / NZ / CA
GA4 retention + custom dimensions
Reconciliation v0 instrumentation
Looker Studio v1 dashboard

Scenario B · Growth engine

A$5,500

per month · Months 2–6 · fee only

6-month target

2× enquiries with named attribution

From 207 / month unattributed to 400+ / month reconciled back to invoiced sales

Everything in Scenario A, plus:
Reconciliation v1 → v2 (manual → automated)
Meta restructure to OUTCOME_LEADS on catalogue
Google Ads budget scaling (AU Brand + PMAX Bronze)
DPA retargeting + cold LAL prospecting
Creative brief + asset production oversight
Weekly optimisation cadence + monthly strategy call

Scenario C · Scale

A$8,500

per month · Month 6+ · ROAS-gated

Everything in Scenario B, plus:
Enquiry reconciliation dashboard v3 (LTV + repeat stitching)
Mailchimp advanced flow build-out (re-engagement, LTV, birthday)
UK / US market activation with geo-specific PMAX
YouTube / Demand Gen creative production oversight
CRO audit + A/B testing on landing + product pages
Quarterly exec strategy session

Media spend — client pays direct to platforms

Every dollar the client spends on Meta, Google Ads or other ad platforms is billed directly by the platform to the client's own credit card. 121 Group does not hold media, does not mark up media, and does not take a percentage of media. The fees above are for strategy, execution and reporting only. The client retains full ownership and billing visibility on every ad platform — we operate it, they pay for it.

A$8.5k/mo

Current Meta spend — already budgeted, just needs redirecting

A$3k/mo

Current Google Ads spend — healthy, headroom to scale

~A$11.5k

Blended monthly ad spend today — no increase required for Scenarios A or B

Client choice

Scale spend up only if reconciled ROAS justifies it — decided quarterly

The context

A$735k

Meta lifetime spend to date without attribution

A$8,000

Currently wasted on ID/BR/IN each month

7,529

Products in catalogue — unused in paid

723k

Instagram audience — untapped for paid

12-Month Forecast

What We Expect to Deliver

Google Ads is the control group — 3.77× reported ROAS today (enquiry proxy) proves the audience converts when the plumbing works. Meta is the rebuild. GA4 is the measurement spine. The forecast below shows each track separately, because they improve on different curves: Google Ads scales, Meta restarts, GA4 captures. Absolute revenue numbers firm up once reconciliation v1 has run for 4–6 weeks.

Metric	Today	Month 3	Month 6	Month 12
Monthly enquiries (`form_submit_pify`)	207	300–400	500–700	800–1,200
Enquiries reconciled to invoiced sales	0	Weekly manual	Automated nightly	With LTV + repeat stitching
Ad spend attributed to invoiced sales	0%	60%+	85%+	90%+
Google Ads reported ROAS (proxy → reconciled)	3.77× proxy	4.5× proxy	First real	5.0–7.0× real
Google Ads search impression share	10%	25%+	45%+	60%+
Meta reported ROAS (proxy → reconciled)	0×	First visible (enquiry)	2.0–3.0×	3.5–5.0× real
Google Ads Paid Search enquiry CvR	3.5%	4.0%+	4.5%+	5.0%+
Share of Meta spend in target markets	6.4%	95%+	98%+	98%+
Active Meta campaigns	1,692	< 20	< 25	< 30
IG engagers custom audience	Not built	Live	Seeding LALs	Primary prospecting
Catalogue products generating enquiries	Untracked	Top 100	Top 500	Top 1,500
New-customer sales attributable to paid	Unknown	First named set	Clear monthly trend	Budget decisions on data

The honest caveat: absolute revenue ranges will firm up once reconciliation v1 has run for 4–6 weeks. The business is confirmed enquiry-only — no online checkout, items A$1k–A$100k, every sale closed over email or phone. That means forecast confidence depends on learning two things we don't yet know: (1) enquiry-to-sale close rate by channel, and (2) average invoice value by channel. The first reconciled month makes both visible. The second month turns them into a trustworthy forward forecast.

Prioritised Action Plan

Ten Actions, Ranked by Impact × Effort

Actions 1–3 unlock ~80% of the upside. Nothing below action 6 matters until the engine is producing clean signal.

Rebuild Shopify → GA4 + Meta pixel + CAPI

Enrich the enquiry form with gclid, fbclid, GA4 client ID + UTMs (hidden fields). Wire form_submit_pify as primary conversion in Google Ads + Meta CAPI. Disable redundant ecommerce events that will never fire (no checkout exists). Validate in DebugView + Events Manager before anything else launches.

Unlocks

Everything

Lock all Meta campaigns to target markets

Restrict every active campaign to AU/US/GB/NZ/CA. Immediate effect: redirects ~A$8k/month from Indonesia/Brazil/India traffic to actual buyers. Single biggest reclaim in the plan.

Recovers

~A$8,000/mo

Mass-archive 1,621 dormant campaigns

Via the Marketing API — safe, reversible, dry-run first. Archives everything active-but-zero-spend-in-90-days. Ads Manager becomes navigable again, ML noise reduces.

Objects

1,621 cleaned

Launch catalogue-led enquiry campaigns

Once pixel is healthy. Full 7,529-product catalog, broad prospecting, Meta's ML does the work. Expected to be the highest-ROAS campaign in the account within 60 days.

Lever

Catalog activation

Google Ads OAuth refresh + full audit

Regenerate the refresh token (blocked since invalid_grant). Run the prepared audit script against 330-438-0266. Paid Search is already the best channel — scale what's working.

Blocked on

Token refresh

Archive US property + kill Ads 923-079-7754

GA4 property 337377577 has had 1 session in 30 days. The .art domain 301-redirects to .com. Unlink, archive, and audit any budget still running on the linked Google Ads account.

Risk

Unknown spend

Rebuild custom audiences + lookalikes

4–6 weeks after enquiry events are wired and reconciliation v1 is producing named sales. Enquiry LAL 1%/3%/5%, IG engagers 1%, reconciled-sale LAL 1%, high-value-enquiry LAL 1%. Retire the 38 LALs currently built on broken signal.

Timing

Month 2–3

Consolidate key events + register custom dimensions

Collapse 17 office/region-specific email/phone click events into 2 parameterised events (email_click, phone_click) with office + topic params. Register 5 custom dimensions. Reporting clarity + smart-bidding signal lift.

Impact

Reporting + bidding

Re-enable Facebook placements + leverage 90k-fan page

Once conversion signal is present on Meta. Let ML redistribute across IG + FB Feed/Reels/Stories. Facebook page hasn't been a paid channel in years despite a large warm audience.

Audience

90,189 FB fans

Weekly Looker Studio dashboard

GA4 + Meta Ads + Google Ads + Shopify on one page. Spend, revenue, ROAS, CPA, pixel event volume, geo split, device. Monthly board-ready. No more screenshots-of-screenshots.

Cost

~$0 in tools

Working Model

How 121 Group Would Deliver This

A senior team mapped to each platform. We run on your data, in your Business Manager, with full read/write via the agent-zero service account and API tokens already provisioned.

121 Group team

Strategy lead	3 hrs/week
Paid media — Meta	6 hrs/week
Paid media — Google Ads	4 hrs/week
Analytics / tracking engineer	4 hrs/week (front-loaded)
Creative / asset production	3 hrs/week

Your commitment

Weeks 1–4: weekly 30-min video call	30 min/wk
Week 5+: fortnightly 45-min video call	~20 min/wk avg
Shopify admin access (one-time)	15 min
Approval / priority decisions via email	~15 min/wk

Every platform credential is already provisioned — service account on GA4, system-class token on Meta, MCC link on Google Ads. We can begin execution without waiting on a single login handover.

Reporting cadence

Weekly

Automated Looker Studio email: spend · revenue · ROAS · CPA · pixel event volume · geo split. Red-flag alerts in Slack/email.

Monthly

Dashboard walk + next-month priorities on the fortnightly call. Written recap.

Quarterly

Strategy review + budget reallocation + channel re-forecast. Year-2 plan from Month 9.

Next Steps

From Here to Go-Live

Access is already in place across GA4, Meta, Google Ads MCC, and the agent-zero service account. The critical path is regenerating the Google Ads OAuth refresh token and completing the Shopify audit to ground-truth the $0 ecommerce signal.

This week — Shopify API access + Google Ads OAuth refresh

Shopify admin API token (read orders, products, customer events) unlocks the ground-truth check. Google Ads refresh token regenerated via ~/google-ads-oauth/google_ads_refresh_flow.py unlocks the final audit.

Blocker

2 handoffs

Next week — Shopify audit + Google Ads audit written up

Same format as GA4 + Meta audits already delivered. Cross-referenced across all four platforms. Confirms or overturns the "zero ecommerce" finding.

Delivery

Audit docs + report

Week 2–3 — Scenario sign-off + engagement kick-off

30-minute session to walk the combined findings and confirm Scenario A (remediation only) or Scenario B (growth engine). Signed engagement. Month-1 work begins.

Decision

A or B

Week 3–6 — Phase 1 plumbing rebuild

Enquiry form instrumentation · form_submit_pify wired into Google Ads + Meta CAPI · campaign mass archive · geo lock · GA4 retention + custom dimensions · reconciliation v0 instrumentation · dashboard v1. By end of Month 1 we see our first clean enquiry events in both platforms and the reconciliation log is collecting data.

Milestone

First tracked sale

The story ends well because the hard parts — a world-class brand, 723k engaged followers, a 7.5k-product Shopify catalog, a Google Ads Paid Search channel already running at 3.5% CvR, a business that's spent A$735k on Meta and survived it — are already in place. What's missing is the wire that connects them. This plan is that wire.

Gillie & Marc DigitalA Strong Brand With a Broken Funnel