Export memo — Monday Close
What is a Monday Close memo?
A weekly cash ritual for paid media: confirm sales and spend for the same shop-local window, read Total ROAS against break-even, then write one budget decision you can save and export. It is a finance memo — not a path-attribution standup. Full desk: Product.
What number do we manage?
Total ROAS is the Monday number:
Total ROAS = Shopify sales after returns ÷ Total ad spend
Break-even ≈ 1 ÷ contribution margin %
This is average portfolio efficiency — not marginal return, not causal “true ROAS.” Channel path credit is out of scope. Run the math: MER calculator.
What does a SAMPLE read look like?
- Sales after returns: $214,800
- Ad spend: $58,900
- Total ROAS: 3.65×
- Margin: 35% → break-even 2.86×
- Status: Above break-even — protect mix; do not chase platform ROAS.
- Decision preview: Hold Meta · step-test −10% Google (illustrative).
Claimed platform revenue vs banked sales: platform variance.
How do I run the Monday ritual?
- Exceptions — margin confirmed? spend logged? coverage OK?
- Save — keep the period numbers so next week can compare.
- Variance — vs prior memo (sales, spend, Total ROAS).
- Decision — hold / reduce / step-test with a spend floor.
- Export — CSV / PDF for the binder / Slack.
How should sales reconcile to Shopify?
Sales after returns should tie to Shopify Reports → Finance for the same shop-local window — what you actually kept, not order totals before returns. Ad spend is the cash that left for media in that window. Platform-attributed “revenue” is not the numerator or denominator for Total ROAS.
What data does Mcfly use?
- Orders: opaque order ids + order counts as needed — least-privilege; not name/email/phone/address.
- No Mcfly tracking pixel. No path / view-through credit.
- Day-one spend: paste from Sheets/CSV. SyncWith-class tools optional (you pay them).
What does Monday Close cost?
Install free from the App Store. Free = Meta + Google (CSV). Pro $39/store/mo when Billing is announced — you’ll hear before charges. Never a percent of GMV. See Pricing.
Who runs this?
Mcfly Ads · Marty Smithson (Utah) · About · invites@mcflyads.com