Revenue playbooks
Connect your tools. Ask one sharp question. Fix what it finds.
51 ways an online store loses or leaves money, each written as steps anyone can run with Claude, ChatGPT or any assistant that can read their data.
Leak
Ads optimizing for the wrong goal
- 1
Connect
- 2
Ask
In Google Ads, list every conversion action marked as primary, and which campaigns use it to bid. In Meta, list the optimization event for every active ad set. Flag any campaign meant to drive sales that is bidding on page views, add-to-cart, sign-ups or anything that is not a purchase. Show the spend going to each.
Paste this into Claude, ChatGPT, Codex or Cursor.
- 3
Act
Switch those campaigns to bid on purchases. This is usually a one-setting fix.
Example40% of Meta spend went to ad sets optimizing for add-to-cart. Google counted page views as sales.
OpenStart with these 10
The surest, fastest checks. Each is common and quick to fix.
- Ads optimizing for the wrong goal01Your 'sales' campaign might be telling Google that a page view is a sale.LeakGoogle Ads · Meta Ads
- Ads still running on sold-out products02You are probably paying Meta to send people to a product they can't buy.LeakMeta Ads · Google Ads · Shopify
- Your email domain isn't authenticated03No DMARC record means Gmail may be sending your emails to spam. It takes 10 seconds to check.LeakPublic DNS lookup
- Sign-up popup stopped working04Email sign-ups halving overnight is rarely a traffic problem.LeakKlaviyo · Google Analytics · Shopify
- An email flow quietly stopped sending05Your abandoned-cart email can break and nobody notices for weeks.LeakKlaviyo
- Purchases stopped recording in your ad account06Your ads can look like they stopped working when really your tracking did.LeakMeta Ads · Shopify
- The ad says one thing, the page says another07Your ad says $45. The page it links to says $60. Every click lands on that gap.LeakMeta Ad Library · A web browser
- Lapsed customers nobody emails08Thousands of your past buyers haven't ordered in 6 months, and nobody's asking them back.LeakShopify · Klaviyo
- Treat every launch and restock as a reason to email past buyers09Past buyers buy again in launch weeks. Make sure they hear about every launch.PlayShopify · Klaviyo
- Shift spend before your hero product sells out10Spending hard on a product that'll sell out before Black Friday is paying to run out early.PlayShopify · Meta Ads · Google Ads
Browse every playbook
Stop losing money
Waste and broken things, caught early
15 playbooks
- Ads optimizing for the wrong goalYour 'sales' campaign might be telling Google that a page view is a sale.LeakGoogle Ads · Meta Ads
- Ads still running on sold-out productsYou are probably paying Meta to send people to a product they can't buy.LeakMeta Ads · Google Ads · Shopify
- Your email domain isn't authenticatedNo DMARC record means Gmail may be sending your emails to spam. It takes 10 seconds to check.LeakPublic DNS lookup
- Sign-up popup stopped workingEmail sign-ups halving overnight is rarely a traffic problem.LeakKlaviyo · Google Analytics · Shopify
- An email flow quietly stopped sendingYour abandoned-cart email can break and nobody notices for weeks.LeakKlaviyo
- Purchases stopped recording in your ad accountYour ads can look like they stopped working when really your tracking did.LeakMeta Ads · Shopify
- A flow filter skips real shoppers1,400 people started checkout last week. How many got your email?LeakKlaviyo · Shopify
- Ad sets spending with no salesOne ad set can quietly spend three times your normal cost per sale and sell nothing.LeakMeta Ads · TikTok Ads
- Ads shown where you don't shipSome of your ad budget is probably going to countries you can't deliver to.LeakMeta Ads · Shopify
- Ads about to stop for billingEvery ad stopping at once is usually a card or a spending limit, not the algorithm.LeakMeta Ads · Google Ads · TikTok Ads
- Search terms that never sellOpen your Google Ads search terms report. Some of what you pay for is embarrassing.LeakGoogle Ads
- Purchases counted twiceIf your ROAS looks too good to be true, check whether each order counts twice.LeakMeta Ads · Shopify
- Products turned down in Google ShoppingYour bestsellers might be invisible in Google Shopping, and the reason is in a report nobody opens.LeakMerchant Center · Shopify
- A discount code stopped workingYour best discount code can die on a Tuesday and nobody gets an alert.LeakShopify · Klaviyo
- Orders stuck unshippedLate orders turn into refunds, chargebacks and one-star reviews.LeakShopify
Get more customers
Ads that find buyers for less
9 playbooks
- Bestseller missing from your adsYour #3 bestseller isn't in a single live ad.LeakShopify · Meta Ads
- Count the Amazon halo before cutting MetaMeta ads can look unprofitable while quietly driving your Amazon sales.PlayMeta Ads · Shopify · Amazon Seller Central
- Map which ad angles you've never triedMost brands run the same three ad ideas in different colours.PlayMeta Ads · Meta Ad Library
- Find regions buying below their shareSome big states may buy far less from you than their population says they should.PlayShopify · Meta Ads
- Fill in what AI shopping assistants ask forWhen someone asks ChatGPT for the best product in your category, are you in the answer?PlayA web browser · Web search
- Run ads when a competitor's hero sells outWhen your rival's bestseller is out of stock, their customers are looking for you.PlayA web browser · Meta Ad Library
- Put money behind your best organic postYour best organic post may have beaten every ad you ran, and it was never boosted.PlayYour social accounts · Meta Ads
- Turn your best email subject line into an adYour best-performing subject line has probably never been used as an ad hook.PlayKlaviyo · Meta Ads
- Read early sales on a new drop and reorder fastTen days of sales tell you whether to reorder, if you adjust for stock and price.PlayShopify
Convert more visitors
More of the traffic you pay for turns into orders
12 playbooks
- The ad says one thing, the page says anotherYour ad says $45. The page it links to says $60. Every click lands on that gap.LeakMeta Ad Library · A web browser
- Junk traffic is skewing your numbersBefore you panic about conversion rate, check how much of your traffic is bots.LeakGoogle Analytics · Shopify
- A competitor just started a saleKnow the morning your closest rival launches a sale, not a week later.LeakMeta Ad Library · A web browser
- One funnel step suddenly droppedIf conversion drops on every channel at once, the problem is your site, not your ads.LeakGoogle Analytics · Shopify
- Expired promos still in live adsAn ad that says 'ends Sunday' three weeks later tells shoppers not to trust you.LeakMeta Ad Library
- Your top ad page is slow on phonesMost of your ad clicks are on phones. How long does your page take to load there?LeakA web browser
- Checkout friction on phonesTry to buy from your own store on your phone. Time it.LeakA web browser
- Your offer next to your competitors'Their free-shipping bar is $50. Yours is $75. Shoppers notice.LeakA web browser
- Ads sent to the homepageProduct ads that land on your homepage usually convert at half the rate.LeakMeta Ads · Google Analytics
- Answer the top objection no ad addressesYour top customer objection probably appears in zero of your ads.PlayPublic reviews · Meta Ad Library
- Set your free-shipping threshold from your real ordersIf most orders are $62 and free shipping starts at $100, almost nobody reaches it.PlayShopify
- Turn review language into page copyYour customers already wrote your best product description. It's in your reviews.PlayPublic reviews · A web browser
Make more from every customer
Bigger orders and more repeat buys
8 playbooks
- Lapsed customers nobody emailsThousands of your past buyers haven't ordered in 6 months, and nobody's asking them back.LeakShopify · Klaviyo
- Treat every launch and restock as a reason to email past buyersPast buyers buy again in launch weeks. Make sure they hear about every launch.PlayShopify · Klaviyo
- Back-in-stock demand left waiting210 people asked to hear when it's back. It's back. Nobody told them.LeakKlaviyo · Shopify
- Missing or one-email flowsA one-email abandoned-cart flow leaves money on the table every single day.LeakKlaviyo
- Ask customers who never came back whyThe customers who never complained and never came back know something you don't.PlayShopify · Klaviyo
- Check whether deep first discounts buy worse customersCustomers won at 30% off may come back far less than those won at 10%.PlayShopify
- Price the cost of late deliveriesA first order that arrives late may cost you the second one.PlayShopify
- Put your bundle offer on product pagesYour bundle deal might only show up in places most buyers never see.PlayShopify · Google Analytics
Keep more of each sale
Margin, returns and discounts
7 playbooks
- Shift spend before your hero product sells outSpending hard on a product that'll sell out before Black Friday is paying to run out early.PlayShopify · Meta Ads · Google Ads
- Creator code leaked to coupon sitesSearch your brand name plus 'discount code'. That's where your margin goes.LeakWeb search · Shopify
- Codes stacking on top of a promoYour 'buy 2 get 1' might be getting a second discount on top.LeakShopify
- Use past stock-outs to decide what to restockEvery time a product sold out, you ran a free experiment. Read it.PlayShopify
- Judge ads on sales after returnsA category with great ROAS can lose once you count what comes back.PlayShopify · Meta Ads · Google Ads
- Sell slow stock to likely buyers before discountingBefore you mark down slow stock, email the people who bought that style before.PlayShopify · Klaviyo
- Stop low-margin products eating Shopping spendYour lowest-margin products may be taking the biggest share of your Shopping budget.PlayShopify · Google Ads · Merchant Center
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Every number on these pages is an illustrative example, not a result from a named store. Read-only access is enough for every check; make any change yourself.
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