Agent.Mama
Demo Store
demo-store
Sara Lindqvist
sara@demo-store.com
SL
Fri, Sep 11 · Demo Store
Good morning, Sara.
Recent chat·Untitled chat
How are we pacing against this quarter's objectives?Build a cohort explorer on margin-based LTV by acquisition channel and market — first-order cohorts, value-adjusted, refreshed daily.Start-of-week trading report: the week's largest movements in revenue, contribution, and returns — explained, not just listed — delivered before the weekly meeting in our standard format.
Objectives
View strategy
O2
Grow sustainable customer base
Active customers 12 380 vs 15 000
Your most underperforming objective: acquisition is working, activation and retention are not.
6 actions+SEK 8–35k
2 to confirmbehind
O1
Drive profitable growth
Net GM3 27,9 % vs 31,0 %
You are spending efficiently but margin is eroding — returns are the cause, not media cost.
11 actions+SEK 85–210k
1 to confirmbehind
O4
Drive profitable growth (Q3)
Net GM3 26,4 % vs 31,0 %
The quarterly cut of O1 — same return dynamics, but the horizon is too short to wait them out.
5 actions+SEK 20–70k
1 to confirmbehind
O3
Win by attractive assortment
AOV 1 870 kr vs 1 650 kr
AOV is beating target, but with no assortment targets set there is nothing to steer by.
7 actions+SEK 15–45k
1 to confirmbeating
5 decisions waiting on you across your objectives.
Insights
US is performing — LTV trending up
Grow profit, not just revenue · LTV per customer is up 14% QoQ on repeat purchases in apparel, the strongest of the three core markets this quarter.
+14% LTV
Paid social is outperforming search
Improve paid media efficiency · Meta is running at 4.2x ROAS vs. 2.1x on Search — shifting 15% of search budget over could add roughly SEK 80k profit.
4.2x ROAS
Sneakers are cooling off
Protect margin in core assortment · Sell-through is down 9% week-over-week across the top 20 sneaker SKUs — worth a promo push before markdown season hits.
-9% sell-through
Top actions
View all
Create customer segment for Win-back high value customers
Audiences · 2,538 churned buyers in standard or high value buckets with high propensity — no reactivation campaign is targeting them today.
UrgentApply
Tag slow movers in Merchant Center feed
Merchandising · 8,400 in-stock products — many high-impression ones get zero clicks, e.g. Vans Old Skool Platform, Adidas Samba OG.
ImportantMark done
Activate Nike Dunk Low — 512K revenue, 148K profit, only 3.1K paid spend
Commercial · 148K profit on 612 orders at 29% margin with only 3.1K paid spend — no dedicated campaign exists yet.
ImportantReview steps
Re-enable 7 paused sitelinks
Paid Media · Present but not serving across the account — the assets already exist, this is the cheapest coverage fix available.
OpportunityMark done
Actions
58 pending · +SEK 241k
Group: Objective
Drive profitable growth
· 7
+SEK 168k
Raise SE Shopping Nike budget — campaign is throttled at 4,500 SEK/day while delivering 9.8x ROAS
Campaign: se-shopping-nike · Market: Sweden
+SEK 60k–95k / 28d
Estimated
· → O1
Cut Meta DK campaign budget 30% — DK is a Reduce market spending 82K SEK at 4.1x ROAS
Campaign: dk-meta-prospecting · Market: Denmark
+SEK 35k / 30d
Estimated
· → O1
Fix Meta catalogue — not synced, all items show placeholder prices
Account: Demo Store
+SEK 4k–40k / 30d
Estimated
· → O1
Raise NO Vans budget — 200/day cap throttles a 24x ROAS Grow-market campaign
Campaign: no-shopping-vans · Market: Norway
+SEK 2k–9k / 14d
Estimated
· → O1
Add images to PMax "all products" asset group — SHELL with zero images on 31,200 SEK spend
Campaign: se-pmax-all-products · Market: Sweden
+SEK 4k–15k / 30d
Estimated
· → O1
Brief 9:16 creative for Facebook Reels — ROAS 3.4 at 38,900 SEK is 45% of account average
Campaign: intl-meta-reels
+SEK 4k–12k / 30d
Estimated
· → O1
Improve 4 POOR-strength RSAs in NO generic search — floor is GOOD
Campaign: no-search-generic · Market: Norway
+SEK 1k–4k / 30d
Estimated
· → O1
Grow sustainable customer base
· 4
+SEK 38k
Brief static creative for Nike, Adidas, New Balance and Puma; brief both formats for Converse
Campaign: intl-meta-prospecting
+SEK 4k–35k / 30d
Estimated
· → O2
Upload Running Enthusiasts seed to Google Ads — segment declared but never activated
Account: Demo Store
+SEK 1k–12k / 30d
Estimated
· → O2
Add missing brand ad groups to NO generic search — New Balance, Puma and Converse uncovered
Campaign: no-search-generic · Market: Norway
+SEK 2k–6k / 60d
Estimated
· → O2
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Raise SE Shopping Nike budget — campaign is throttled at 4,500 SEK/day while delivering 9.8x ROAS
Campaign: se-shopping-nike · Market: Sweden
Google Shopping
Important
+~SEK 78,000
Estimated
Revenue · est. range SEK 60k–95k · over 28d
Rule budget_vs_stance
admin
Why now
Biggest Google Ads campaign (141K SEK 28d, 9.8x ROAS) is budget-constrained at 4,500 vs 6,900 SEK recommended. Daily spend regularly exceeds budget, causing month-end throttling.
Good to know
Google recommended budget is based on the last 14 days of auction pressure. The campaign has hit its daily cap on 21 of the last 28 days.
The change
Step 1 of 2
1
Raise daily budget by 53% (4,500 to 6,900 SEK) to match Google's recommended budget and remove month-end throttling.
Budget change (%): 53Adjust
Daily budget
SEK 4,500.00
SEK 6,885.00
Monitor ROAS after budget increase — maintain at or above 8x (current 9.8x) and confirm conversions do not drop.
Waiting
Cut Meta DK campaign budget 30% — DK is a Reduce market spending 82K SEK at 4.1x ROAS
Campaign: dk-meta-prospecting · Market: Denmark
Meta
Important
+~SEK 35,000
Estimated
Profit · est. SEK 35k · over 30d
Rule market_stance_spend
admin
Why now
Denmark is set to Reduce in the market stance, yet the Meta Advantage+ campaign spent 82K SEK (€7,300) last 30 days at 4.1x ROAS — below the 5.5x account floor for Reduce markets. Trimming 30% keeps the profitable core of the audience.
Good to know
Reduce-market rules come from the market stance you set in Customize. DK contributed 3.6% of net GM3 last quarter.
The change
Step 1 of 2
1
Lower the daily budget from 2,700 to 1,890 SEK and keep the existing audience and creative untouched.
Budget change (%): -30Adjust
Daily budget
SEK 2,700.00
SEK 1,890.00
Re-check ROAS after 14 days — if it recovers above 5.5x, restore the previous budget.
Waiting
Fix Meta catalogue — not synced, all items show placeholder prices
Account: Demo Store
Meta
Urgent
+~SEK 21,000
Estimated
Revenue · est. range SEK 4k–40k · over 30d
Rule catalogue_integrity
admin
Why now
The Centra product feed last synced 9 days ago. 12,460 catalogue items now show a 0 kr placeholder price, so Advantage+ catalogue ads either fail review or show the wrong price on all three markets.
Good to know
Feed sync errors are surfaced from Meta Commerce Manager diagnostics. A manual resync usually completes within 2 hours.
The change
Step 1 of 2
1
Reconnect the Centra feed in Meta Commerce Manager and force a full resync.
Verify prices on 20 sampled items across SE, NO and DK, then re-enable the paused catalogue ad sets.
Waiting
Raise NO Vans budget — 200/day cap throttles a 24x ROAS Grow-market campaign
Campaign: no-shopping-vans · Market: Norway
Google Shopping
Important
+~SEK 5,500
Estimated
Revenue · est. range SEK 2k–9k · over 14d
Rule budget_vs_stance
admin
Why now
Norway is a Grow market and this Shopping campaign delivers 24x ROAS on 200 SEK/day. It is limited by budget on 25 of the last 28 days — the cheapest growth available in the account right now.
Good to know
Brand Shopping campaigns in NO have no measured cannibalisation of organic search.
The change
Step 1 of 2
1
Raise the daily budget from 200 to 600 SEK and keep target ROAS unchanged.
Budget change (%): 200Adjust
Daily budget
SEK 200.00
SEK 600.00
Confirm impression share improves and ROAS holds above 15x after 14 days.
Waiting
Why is this flagged?What's the risk?Walk me through the steps
US is performing — LTV is trending up. What is actually driving that, and is it durable?
It is real, and it is repeat purchase rather than bigger baskets. US LTV per customer is 1 412 kr against 1 238 kr last quarter — up 14% — while AOV moved less than 2%. So customers are coming back more often, not spending more per order.
Two things make me think it holds. The repeat rate climbed for four straight quarters rather than spiking, and the US return rate is 9,4% — the lowest of any market — so the revenue survives contact with returns. The risk is concentration: 38% of the repeat orders come from apparel, and that category is where your size-guide problems sit.
US LTV expansion3 figures · 3 charts · 3 sources
View
LTV per customer
1 412 kr
+14% vs 1 238 kr last quarter
Repeat rate
31,8 %
Up four straight quarters
Return rate · US
9,4 %
Lowest of all markets
So what would you do with this?
Two moves, and I would sequence them. Scale US, but fix the size guide first — otherwise you are buying more of the one category that generates returns.
Make US the priority growth market for Q3
Lowest returns, strongest repeat behaviour, and only 45K kr of Google spend behind it today.
Fix the apparel size guide before scaling
38% of US repeat orders are apparel — the category carrying the most size-bracketing risk.
What would it take to repeat this in NO?Show me the apparel concentration riskDraft a decision to prioritise US prospecting
How are we pacing against this quarter's objectives?Build a cohort explorer on margin-based LTV by acquisition channel and market — first-order cohorts, value-adjusted, refreshed daily.Start-of-week trading report: the week's largest movements in revenue, contribution, and returns — explained, not just listed — delivered before the weekly meeting in our standard format.
Customers
14 segments
Search segments
Exclude - Value - Low value
Customers in the minimal value bucket across all lifecycle stages. 4,912 members with predicted LTV near zero. Exclude from all paid targeting and acquisition campaigns.
Updated 5 days ago
Exclude - Returns - Unprofitable returners
Customers with 2+ lifetime orders whose predicted net GP2 is negative AND predicted return rate exceeds 50%. Repeat buyers who consistently cost more in returns and overhead than they generate in profit.
Updated 5 days ago
Target - Lifecycle - Cooling active
Active and Loyal customers in Cooling sub-stages - previously active buyers whose momentum is fading. 418 members. High lifetime value at risk of sliding into Churn.
Updated 5 days ago
Target - Lifecycle - Champions
High-frequency and accelerating Active customers in high or protect value buckets - your most engaged repeat buyers with strong purchase momentum. 1,640 members.
Updated 5 days ago
Target - Lifecycle - Win-back high value
Churned customers in standard or high value buckets with medium or high propensity. 2,538 members. Time-limited reactivation offers before they slide to Lost.
Updated 5 days ago
Seed - Interest - Running
Customers whose preferred category is Running with a Nike, Adidas, New Balance or Puma top brand - active or recently lapsed. 3,270 members.
Updated 5 days ago
Own - Lifecycle - Second purchase
New lifecycle customers in standard, high, or protect value buckets - prime targets for 1st to 2nd purchase conversion. 7,915 members.
Updated 5 days ago
Target - Cross-sell - Apparel for sneaker buyers
Customers whose top category is Sneakers in standard or high value buckets who have not purchased apparel. 11,480 members. Highest-AOV cross-sell path.
Updated 5 days ago
Seed - Brand - Nike
Top by volume. Customers whose top brand by profit is Nike. 18,224 customers, avg 2,940 kr gross sales per 365d. Priority brand for cross-sell into Apparel.
Updated 5 days ago
Seed - Brand - Adidas
Top by profit. Customers whose top brand by profit is Adidas. 12,610 customers, avg 2,310 kr gross sales, 690 kr profit per customer, 11.2% return rate.
Updated 5 days ago
Seed - Category - Sneakers
Top category by sales. Customers whose top category is Sneakers. 39,850 customers, 84.6M kr in 365-day sales, 71% of all revenue.
Updated 5 days ago
Exclude - Value - Low value
Matching customers
4,912customers
86 reachable via activation · has email, accepts marketing
Value bucket available for 28,740 of 61,305
Rules
Activation
Description
Customers in the minimal value bucket across all lifecycle stages. 4,912 members with predicted LTV near zero. Exclude from all paid targeting and acquisition campaigns.
Rules
— customers must match all groups
Where
ALLANY
of these conditions match
Value bucketis any of
minimal
Add
Add condition
Add rule group
Exclude - Returns - Unprofitable returners
Matching customers
1,318customers
1,004 reachable via activation · has email, accepts marketing
Predicted return rate available for 33,120 of 61,305
Rules
Activation
Description
Customers with 2+ lifetime orders whose predicted net GP2 is negative AND predicted return rate exceeds 50%. Repeat buyers who consistently cost more in returns and overhead than they generate in profit.
Rules
— customers must match all groups
Where
ALLANY
of these conditions match
Lifetime ordersis at least
2
Add
and
Predicted net GP2is less than
0 kr
Add
and
Predicted return rateis greater than
50 %
Add
Add condition
Add rule group
Target - Lifecycle - Cooling active
Matching customers
418customers
377 reachable via activation · has email, accepts marketing
Lifecycle stage available for 61,305 of 61,305
Rules
Activation
Description
Active and Loyal customers in Cooling sub-stages - previously active buyers whose momentum is fading. 418 members. High lifetime value at risk of sliding into Churn.
Rules
— customers must match all groups
Where
ALLANY
of these conditions match
Lifecycle stageis any of
ActiveLoyal
Add
Add condition
Where
ALLANY
of these conditions match
Sub-stageis any of
Cooling
Add
Add condition
Add rule group
Target - Lifecycle - Champions
Matching customers
1,640customers
1,552 reachable via activation · has email, accepts marketing
Frequency trend available for 47,210 of 61,305
Rules
Activation
Description
High-frequency and accelerating Active customers in high or protect value buckets - your most engaged repeat buyers with strong purchase momentum. 1,640 members.
Rules
— customers must match all groups
Where
ALLANY
of these conditions match
Lifecycle stageis any of
Active
Add
and
Frequency trendis any of
HighAccelerating
Add
and
Value bucketis any of
highprotect
Add
Add condition
Add rule group
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