Check 11 / 12 LOW impact In the full checklist
Track MER + CAC + new customer % not just ROAS
What this check is
Return on ad spend counts all revenue against ad spend, including repeat orders that would have arrived anyway, and it ignores the margin. Tracking total revenue against total spend and the cost of acquiring new customers answers the real question.
How to implement it
Report monthly revenue against all marketing spend, calculate the acquisition cost from spend and new customers, and separate new from returning revenue. Add the gross margin so the ratio reflects profit rather than turnover.
How to verify it
Reconcile one month of the report against the platform invoices and the store’s order data, including the margin, and confirm the new-customer count matches the identified customers in the same period.
All 197 checks, one Google Sheet
This page is the summary. The full checklist carries the priority, the impact score and the tool link for every check — all 197 of them, across 14 categories, as a Google Sheet and CSV with lifetime updates.
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