Whether it be Customer Acquisition Cost (CAC), or maximizing Contribution Margin (CM), it's time we get more sophisticated than simple ROAS goals to ensure long term growth is truly being worked towards.

I strategically put this as Step 2, as calculating your brand's average ad spend for ad asset, and average ad hit rate, helps inform the creative volume needed to hit the goals we just established.

Whether it be "Best Sellers", or "New Arrivals", or focusing on products with the best margins, we need to take a deep dive into the product mix to make sure we're filling up the creative volume needed with the appropriate product categories.

We should have our creative briefs be as specific as possible, with the previous steps informing us both the quantity and content, now it comes down to figuring out the desired styles by analyzing historical hit rates and performance by style types.

We use the word "Where" and not "What" to illustrate that tests shouldn't be conducted all over the place and all the time, that creates distraction and muddies results. Testing should be very focused, and weighted towards highest value results.