@Ionut Parvu
Meta Performance (Last 7 Days)
Spend: €2.9K
Revenue: €16.3K
ROAS: 5.5
Meta Analysis:
Upper-funnel engagement metrics (ATC, IC) held consistent week-over-week. ROAS dipped from
7 to 5.5x & that is natural week-to-week fluctuation given stable spend levels. Conversion volume
softened but efficiency remains strong and well within target thresholds.
Catalog Campaign Breakdown:
Catalog campaigns continue as top performers, maintaining strong 6.5x average ROAS:
Cashmere Drop: €294 spend → €1.86K revenue (6.3x ROAS)
Extra Ski Drop: €290 spend → €2.5K revenue (8.6x ROAS)
Klar Overall Performance (Last 7 Days)
Total Spend: €3.9K (-2% vs. prior week)
Revenue: €33.6K (-0.5%)
MER: 8.6 (+2%)
CM3 (Contribution Margin): €16.5K (same as last week)
aMER: 4.17 (-12%)
CAC: €41.55 (-1% vs. prior week)
New Customers: -3%
2
Performance Assessment:
Strong account stabilization despite no new product drop this month. MER improved 2% while
maintaining flat CM3, indicating we're extracting better efficiency from existing traffic. CAC held
nearly flat, signaling sustainable unit economics. Based on the aMER target of 3 discussed last
week and considering we have not had a drop in a long time and we still have an aMER of 4.17
(even though 12% lower than the previous week) we will push budgets toward our revenue goal.
Next Steps:
Increase daily budgets $100 on both Catalog campaigns and TOF campaigns
Cut underperforming creatives based on 14-day performance data to optimize for better efficiency.
Monitor new ad batch launched today. Initial performance review in next 48 hours
@Raoul @Ionut Parvu
DOLLY SPORT SPRING SEARCH CAMPAIGN TEST PROPOSAL
My Thoughts + TrueClicks
THE OPPORTUNITY Spring Collection launching in March we need to capture high-intent
buyers actively searching for new season products. Currently we have zero Search presence for
3
non-branded spring terms, meaning we're missing buyers typing "spring dresses", "party outfits",
"activewear" who go straight to competitors.
THE PROBLEM WE'RE SOLVING Search campaigns let us control the journey send users to
full collection pages in our next case probably "Spring collection Drop" where they browse multiple
items, increasing AOV and discovery.
CAMPAIGN STRUCTURE
Campaign Name: NL | Search | Spring Collection 2026
Ad Group 1: Broad Spring
Keywords: "dolly sports lente collectie", "nieuwe collectie dames", "lente mode 2026", "spring
fashion women"
Landing Page: Main Spring Collection page
Ad Group 2: Category Intent
Keywords: "lente jurken", "party dress voorjaar", "activewear dames lente", "casual outfit spring"
Landing Pages: Specific category pages (Dresses, Activewear, etc.)
This is based on TrueClicks so as suggestion can this be done?
TEST BUDGET
Starting Budget: €25-30/day
Duration: Full March (30 days minimum for learning)
BIDDING STRATEGY
4
Start: Maximize Clicks with Max CPC - initially
EXPECTED IMPACT
Capture buyers in "discovery mode" looking for spring wardrobe refresh
Higher AOV potential (collection pages vs single product pages)
Build Search presence before competitors dominate spring terms
LAUNCH TIMELINE March aligned with Spring Collection drop date
-------------------------------------------------------------------------------------------------------------------
-------------
Should we exclude some search terms that seems that they are competitors here and add them as
Negatives
Hey @Jovan Stojanoski, above all, appreciate the initiative here, it’s good to see you thinking
proactively about how to capture spring demand. A few things I want to walk through because
there are some strategic gaps that are important to understand.
The core issue: channel-market fit
For a brand like Dolly Sports, Google Search is not where non-branded discovery happens
effectively. Here’s why:
5
When someone searches “nieuwe collectie dames” or “lente mode 2026", they’re browsing. They
don’t know Dolly. They’ll see 10+ results, click 3-4, and bounce within seconds if the price point
or style doesn’t match what they had in mind. With a Maximize Clicks strategy on top of that,
you’re basically paying for tire-kickers.
Fashion discovery for premium brands happens on Meta (visual-first, interrupt-based), not on
Search (intent-based but too broad).
Specific problems with the keywords:
“nieuwe collectie dames” / “spring fashion women” - Way too broad. You’re competing with
H&M, Zara, ASOS. The CPC will be high and conversion near zero because Dolly is a premium
niche brand, not a category destination
“lente jurken” / “spring dresses” — Dolly doesn’t even sell dresses. This would spend budget on
traffic that literally can’t convert
“party dress voorjaar” — Same issue. Not in the assortment
Maximize Clicks bidding on broad fashion terms = you’ll attract clicks from people who have no
idea what Dolly is and no intent to buy at this price point
What could work instead:
If we want to add Search presence around the spring drop, it should be branded + drop terms:
“Dolly Sports nieuwe collectie”
“Dolly Sports lente”
“Dolly Sport spring drop”
“Dolly Sports voorjaar”
6
These capture people who already know the brand and are searching for the new collection.
That’s real intent. This could be a small ad group inside the existing brand campaign, no separate
campaign needed. Budget: minimal, just capture what’s there.
For non-branded spring discovery, that’s Meta’s job. That’s where the creative strategy with
Ionut/Liv comes in, visual storytelling that introduces the brand.
The TrueClicks factor:
I think TrueClicks flagged the opportunity (no Search presence on spring terms), which is
technically true. But they don’t have the context that:
1. Dolly’s growth strategy is Meta-led for non-branded
2. The assortment doesn’t match several suggested categories
3. The price point makes broad fashion search a money pit
This is a good lesson: tools give suggestions based on data patterns, but you need to filter through
client context before proposing. Always ask: does this brand win in this channel for this type of
search?
Action items:
Add branded spring terms to the existing brand campaign (small, easy win)
Skip the non-branded search test — that budget goes further on Meta
When using TrueClicks suggestions, run them through a “does this fit the client’s strategy?” filter
before proposing. I can get you the Kintoe and Dolly brand idenity files you can feed it (more up
tot date too than the existing Claude projects)
7
Keep pushing ideas though, the proactive thinking is good. Just make sure to pressure-test against
what we know about the client before presenting it as a proposal.
@Ionut Parvu
Meta Performance (Last 7 Days)
Spend: €3K
Revenue: €21.2K
ROAS: 7.02
Meta Analysis:
8
Following targeted ad-level optimization, ROAS improved from 4.86 to 7.02, demonstrating
strong efficiency gains through systematic creative refinement and underperforming ad elimination.
Catalog Campaign Breakdown:
Catalog campaigns delivered exceptional performance, improving from 5.77 ROAS to 9.07 ROAS
week-over-week:
Cashmere Drop: €250 spend → €2.2K conversion value (8.77 ROAS)
Extra Ski Drop: €294 spend → €3.2K conversion value (10.8 ROAS)
Klar Overall Performance (Last 7 Days)
Total Spend: €4K (-8.7% vs. prior week)
Revenue: €34K (-1%)
MER: 8.4 (+8.6%)
CM3 (Contribution Margin): €16.5K (+0.5%)
aMER: 4.7 (+26%)
CAC: €41.5 (+13.5% vs. prior week)
New Customers: +5.5%
Performance Assessment:
We are seeing strong stabilization this week despite operating without a new product drop at
month start. While revenue held steady at €34K, we achieved meaningful efficiency improvements
across core metrics: spend decreased 8.7%, MER improved 8.6%, and aMER gained 26% week-
over-week. This represents healthy account optimization, maintaining revenue output while
reducing input costs and improving marketing efficiency ratios.
Next Steps:
To preserve margin performance while optimizing for sustainable growth:
9
Hold daily budgets
Continue systematic ad-level optimization: identify and eliminate underperforming creatives
Monitor new creative performance:
Fresh ads launched this morning (IMG2) already showing early conversion signals with sales
generated within first hours of launch
If the upward trend continues over the next 2 days, we'll increase budget on the TOF Campaign
and Catalog.(but only if this trend continues)
@[Link] @Kim
Rootsum Weekly Report - Feb 09 - Feb 15
META UPDATE
In-Platform Performance:
Spent: €4.0k
10
Revenue: €15.4k
ROAS: 3.83
Previous week: €5.4k spent at 2.90 ROAS
Campaign Breakdown:
Stenema: €2.9k spent → 2.89 ROAS
Indoor Plant: €553 spent → 4.55 ROAS
Woelvork: €547 spent → 8.13 ROAS
Because of the payment issue we have spent less that previous week and ROAS does look a lot
better.
Revenue was the same so if we had not had the issue we would have seen more revenue.
Adjusted a few small campaigns in Meta - waiting to see how they perform these days and will
probably push Stenema again in 2 days if results hold.
GOOGLE UPDATE
In-Platform Performance:
Spent: €2.3k
Revenue: €12.8k
ROAS: 5.64
Previous week: €1.9k spent at 6.10 ROAS
Campaign Breakdown:
11
BE Branded: €200 spent → 20.85 ROAS, €3.77 CPA, 53 purchases
BE Non Branded: €883 spent → 4.07 ROAS, €10.91 CPA, 81 purchases
NL Branded: €194 spent → 10.34 ROAS, €3.89 CPA, 50 purchases
NL Non Branded: €991 spent → 3.07 ROAS, €12.43 CPA, 80 purchases
On Google I have also pushed a few campaigns like the DSA ones and Stenema (woelvork was
decreased last week - per the discussion with Kim). I have also increased budget in Branded
search, our impression share dropped to 50/60% because we are generating a lot more of the
branded searches, so i pushed budget to capture the extra demand - current BRD budgets are very
low.
KLAR OVERALL ANALYSIS
Spend -10% (weekend payment issue)
MER 5.47 (+11% )
aMER - 2.85 (+7% - same)
CAC -4%
Revenue -2% (same)
Net orders -10%
New Clients -8%
CM3 +1.8%
Same revenue while cost went down (payment issue) so efficiency (MER) improved. However we
did have less net orders and less new clients - which is inline with losing the meta campaigns that
drive acquisition that did not work over the last 2 days.
12
Overall this is a confirmation our campaigns are performing and we should see results pickup now
that we are working again.
Next Actions:
production plan moving forward
Thursday reanalyze results to see if we push more/or lower budgets.
Let me know if you have any questions!
@[Link] @Kim
Rootsum Weekly Report - Feb 02 - Feb 08
META UPDATE
In-Platform Performance:
13
Spent: €5.4k
Revenue: €15.5k
ROAS: 2.90
Previous week: €4.6k spent at 3.19 ROAS
Campaign Breakdown:
Stenema: €4.0k spent → 2.69 ROAS
Indoor Plant: €741 spent → 2.55 ROAS
Woelvork: €632 spent → 4.60 ROAS
GOOGLE UPDATE
In-Platform Performance:
Spent: €1.9k
Revenue: €9.8k
ROAS: 5.21
Previous week: €1.6k spent at 4.77 ROAS
Campaign Breakdown:
BE Branded: €190 spent → 15.11 ROAS, €3.36 CPA, 56 purchases
BE Non Branded: €726 spent → 2.78 ROAS, €13.21 CPA, 55 purchases
NL Branded: €197 spent → 10.51 ROAS, €3.12 CPA, 63 purchases
NL Non Branded: €775 spent → 3.72 ROAS, €8.96 CPA, 86 purchases
14
We are pushing multiple campaigns especially on google where we see an increase in results.
Meta we are holding and monitoring - will make a new push is stats toward thursday.
KLAR OVERALL ANALYSIS
Spend +12%
MER -4.95 (-0% - same)
aMER - 2.68 (-2% - same)
CAC +3%
Revenue +13%
Net orders +13%
New Clients +9%
CM3 +11%
Spend is higher and Revenue is the higher by the same amount so MER held while scaling
budgets.
Looking at the channel breakdown we see the results of pushing more budget into both meta and
google.- direct traffic (+42% orders and +37% revenue) and organic search traffic (+37%
orders and revenue) bring in increase number of orders and revenue - lift caused by increase spend
in top of funnel.
Same goes for google branded - where we only spent 14% more but revenue increased 71%
Next Actions:
production plan moving forward
15
Thursday reanalyze results to see if we push more/or lower budgets.
Let me know if you have any questions!
Last 7 Days @Ionut Parvu Raluca
Conversions: 23.00 (-4.18%)
Cost per conversion: US$46.84 (-8.65%)
Notes: Conversion rate a bit lower in the past 7 days, but still looking good
The middle of funnel campaign was our best-performer again
Most leads were calls from ads – on all campaigns.
Actions we did:
Optimizing search terms and audiences.
Added new “forensic” containing keywords
Next steps:
- Search terms cleaning every 2 days
- Main focus this week: improving the search impression share and keeping it stable
- You can now qualify the leads and we can let Google know which are the best ones to consider.
Looker studio dashboard:
16
Last 7 Days @Ionut Parvu
Conversions: 25.00 (+4.17%)
Cost per conversion: US$49.86(+10.18%)
Notes: Conversion rate in the past 2 weeks is stable, we had a difference of 1-2 conversions
weekly.
The middle of funnel campaign was our best-performer last week too.
Most leads were calls from ads – on all campaigns.
Actions we did:
Optimizing search terms and audiences.
- Main focus last week was improving the search impression share and keeping it stable – we
succeeded on the TOF campaign.
Next steps:
- Search terms analysis and cleaning
- Getting impression share up on the MOF campaign
17
@Jovan Stojanoski
Hey David,
In the last 7 days we had 47 conversions at $30/conversion.
Added some more negatives related to messages/emails/contacts/"hacker".
So the number of conversions is holding and the keyword quality seems to improve but i would still
love to get
- if you have feedback on the previous negative keywords
- the quality of leads this week (maybe send some of those forms that are off)
I did reach out to Octanist and will get back to you with an update.
Best,
John
@Ionut Parvu NCAVF 20.10.2025
18
Hey David,
In the last 7 days we had 39 conversions(lower than last week) at $34.70/conversion.
So the number of conversions is little bit lower and the keyword quality seems good especially
MOF campaign Ad groups (Digital Phone Forensics). To improve I would still love to get
- if you have feedback on the previous negative keywords
- the quality of leads this week (maybe send some of those forms that are off)
Best,
@Ionut Parvu
Meta Performance (Last 7 Days)
Spend: €3.6K
Revenue: €13K
ROAS: 3.6
19
Meta Analysis: With the aMER target of 3 agreed before, we have pushed budgets little bit to
drive growth. ROAS dropped from 5.5x to 3.6x & e spent 24% more but revenue dropped 20%
(€16.3K → €13K). We've maxed out what the current ads can deliver. With no new drop this
month, hitting 3.6x ROAS on existing inventory is still a solid result.
Catalog Campaign Breakdown:
Catalog campaigns we have seen drop there and , we have 3.82x average ROAS:
Cashmere Drop: €326 spend → €1.8K revenue (5.4x ROAS)
Extra Ski Drop: €379 spend → €1.6K revenue (4.16x ROAS)
Klar Overall Performance (Last 7 Days)
Total Spend: €4.5K (+16% vs. prior week)
Revenue: €28.5K (-13.6%)
MER: 6.3 (-25.5%)
CM3 (Contribution Margin): €13K (-19.6%)
aMER: 3.34 (-18.4%)
CAC: €58.15 (-38.2% vs. prior week)
New Customers:78 (-16%)
Performance Assessment: Metrics pulled back this week as we tested higher spend levels. CAC
rose to €58.15 and CM3 dipped to €13K. However, aMER at 3.34 still sits above our 3.0 target
— meaning we're still profitable on new customer acquisition. It is clear that demand is not there
right now, so we will dial back the spend.
Next Steps:
20
Cut daily budget by €50 in the Catalog campaign and €50 TOF - basically step back to last
week's levels where efficiency was stronger
Pause any ad that is not showing good results.
We need fresh creatives
@Mathijs
Hello,
Last 30 Days:
Revenue: €140.7K
Ad Spend: €34K
Cost/Rev: 24.2%
Last 7 Days:
Revenue: €33.7K
Ad Spend: €8.6K
Cost/Rev: 25.5%
21
Geographic Performance (Last 7 Days)
US Market:
Revenue: €21.6K (64% of total)
Ad Spend: €5K (58% of total spend)
Cost/Rev: 23.1% (improved from 27.9% last week)
ROW (Rest of World): (NL Excluded)
Revenue: €10.5K (31% of total)
Ad Spend: €3.5K (41% of total spend)
Cost/Rev: 33% (down from 60% last week)
Performance Summary: Stronger week. Revenue jumped from €22.6K to €33.7K (+49%) and
Cost/Rev improved from 31.8% to 25.5%. US recovered well at Cost/Rev back to 23.1% from
27.9%, close to where we were two weeks ago. ROW showed the biggest improvement, dropping
from 60% to 33% Cost/Rev.
Creative Insights Meta
US testing ad set delivered 3 Add-to-Carts in the last 7 days. However, all 3 conversions came
from proven old creatives Rainy Deck video (2 purchases) and Last Doormat V2 (1 purchase).
New test creatives haven't converted yet but are generating engagement. ROW ALL ad set
produced 2 conversions, and the dedicated Germany ad set added another 2 conversions.
Planned Actions (Week of Feb 23- Mar 1):
US Market: Increase Meta budget by $100 since efficiency recovered and we have room to scale
back up
22
ROW Market: Hold daily budgets, 33% Cost/Rev is improved but still above target. Let it
stabilize one more week before scaling
Below I also added images of the currently running ads US (IMG 2) ROW (image 3 & image 4)
Rizz
Meta Platform Analysis (Blended 14-Day / 7-Day)
Overall Performance
Last 14 Days (Feb 10–23): The account is hovering around breakeven on Meta. Combined across
all campaigns, spend and conversion value are closely matched not losing money, but not scaling
profitably yet.
Campaign Breakdown
US Campaign (Last 14 Days):
● Spend: $9.3K
● Purchase Conversion Value: $12K (according to Meta)
● Purchases: 4
● Add to Carts: 80
● Two ad sets running (test images + older proven ads)
● ROAS: ~1.3x
ROW (Rest of World) Campaign (Last 14 Days):
● Spend: €6.3K
● Purchase Conversion Value: €6.5K
● Purchases: 7
● Cost per Result: €900
● Above breakeven
ROW (Last 7 Days):
● Spend: €3.1K
23
● Conversion Value: €3K
● Add to Carts: 49
● Purchases: 3
● Trending at roughly 1x ROAS
Germany (Dedicated Ad Set):
● Running one video ("The Perfect Finishing Touch") and one Image winning angle as
we have creative style (lasteverbuy)
● Contributing purchases within the ROW numbers
● Small but steady performer
One Key Insight
New creatives (3 added last week) have spent ~€70 in ROW combined with no add-to-carts or
purchases yet. Too early to judge since only live a few days & no signal yet. Meanwhile, the
proven Image Image_blackmat_lastyoueverbuy - Copy 2 is still the workhorse: 44 add-to-carts
and 2 purchases, though cost per result is high. The account's challenge remains the same: old
creatives carry the weight, new ones still nothing. 80 ATCs in the US over 14 days with only 4
purchases shows strong interest but a conversion bottleneck most likely driven by the high AOV
and long consideration cycle. I know that we are looking 30 day plus but idea is to see if we see
some trend here
Next Actions
● Give new creatives one more week before judging they need more delivery time at
current spend levels
● US has stronger signal ($12K value on $9.3K spend)
● Track the 80 US add-to-carts at Rizz's price point, these are likely considering but
need more touchpoints before purchasing (how we can bring them back)
Jovan Stojanoski [3:44 PM]
@Mathijs
Overall Performance (Klar Data) 22.02.2026 - 26.02.2026 vs 17.02.2026 - 21.02.2026
● Revenue: €30K+ (↑80% vs prior period)
● Orders: 18 (↑80%, up from 10)
● CM3: €16K
● MER: 4.9
● CAC: €480 (30% improvement)
● Marketing Costs: roughly flat
24
Breakout week. Revenue nearly doubled on the same ad spend. CAC dropped 30%. This is what
happens when creative and audience alignment click & we're converting more efficiently without
spending more.
Geographic Breakdown
US: The clear winner.
● Revenue: €16K (~100% increase vs prior period)
● More than half of total revenue
● Meta CPR: €565 (vs €750 ROW)
● Strongest performer across every metric
ROW (Rest of World):
● Ad spend roughly same as US (~€3.5K each)
● Revenue and ROAS significantly lower
● Meta ROAS: 1.9x & not losing money but not scaling either
● Not converting at the same rate as US
One Key Insight
US high-income ad set (old one) is the top performer driving this breakout. It's converting at
lower CPR on a smaller budget than ROW & meaning we're under-investing in our best audience.
We're spending roughly equal on US and ROW but US is returning disproportionately more.
Budget should follow the results.
Next Actions
● Increase US daily budget by €100 (from €700 to €800) the data justifies it, start
conservative and scale from there = or more @Mathijs
● Hold ROW budget as-is — 1.9x ROAS isn't bad enough to cut but not strong enough
to scale
● Monitor the US high-income ad set specifically — if it absorbs the extra €100 without
CPR rising, push another €100 next week