Vegamour — Board Meeting Deck

01 — Executive Summary

Where We Stand

We took over management on April 15. In the first 3 days, we've audited the entire account going back 12 months and identified critical issues.

April Total Spend

$131,136

17 days (Apr 1–17)

April Real Revenue

$259,398

conversions_value (vega Sales)

April True ROAS

1.98x

Target: 3.0x

What Was Being Reported

~7.5x

Inflated by add-to-cart, checkout, duplicate tags

The Core Problem

The account has never hit 3.0x real ROAS in the last 12 months. The best single month was March 2026 at 2.80x. What was being reported as 4–8x ROAS was inflated by duplicate purchase tags, add-to-cart events, and begin-checkout events counted as revenue. The 12-month average real ROAS is 1.95x.

02 — Data Integrity Issues

Why the Numbers Were Wrong

We found a 3.8x–5.2x inflation factor between reported and real revenue.

The Inflation Math

A single $100 sale was generating ~$400+ in "conversion value" across multiple tracking tags. The inflated number was being used for reporting and bidding optimization — meaning Google's algorithm was optimizing toward phantom revenue.

Conversion Action	Type	Status	What It Actually Tracks	Problem
vega Sales	Shopify Webhook	✅ REAL — PRIMARY	Confirmed Shopify purchases	This is the truth
Purchase-Subscription	Pixel	⚠️ PRIMARY	Subscription purchases	Partially duplicates vega Sales
Purchase GTM	Google Tag	🚨 SECONDARY	Same purchase, different tag	Triple-counts sales
vegaLASH GA4 purchase	GA4 Import	🚨 SECONDARY	Same purchase, GA4 version	Quadruple-counts sales
Purchase-Straight Sale No Subs	Pixel	🚨 SECONDARY	Non-subscription purchases	Subset already in vega Sales
Add to Cart GTM	Google Tag	🚨 SECONDARY	Cart additions — NOT sales	$200K+/mo fake revenue
Begin Checkout GTM	Google Tag	🚨 SECONDARY	Checkout starts — NOT sales	$100K+/mo fake revenue

12-Month Real Revenue

$7.71M

conversions_value only

12-Month Inflated Revenue

$19.78M

all_conversions_value (what was reported)

Inflation Factor

2.56x

Growing worse — now 3.8x in April

12-Month Real ROAS

1.95x

vs 5.0x that was being reported

03 — 12-Month Historical Performance

The Account Has Never Hit 3.0x

Monthly real ROAS (conversions_value / spend) going back to April 2025.

Month	Spend	Real Revenue	Real ROAS	Inflated ROAS	Inflation Factor	Grade
Apr 2025	$237,869	$515,694	2.17x	5.29x	2.4x	B
May 2025	$376,316	$629,455	1.67x	4.23x	2.5x	C
Jun 2025	$285,680	$448,064	1.57x	4.13x	2.6x	C
Jul 2025	$395,041	$771,652	1.95x	5.07x	2.6x	C
Aug 2025	$371,834	$698,458	1.88x	4.78x	2.5x	C
Sep 2025	$352,543	$756,610	2.15x	5.34x	2.5x	B
Oct 2025	$390,524	$932,770	2.39x	5.68x	2.4x	B
Nov 2025	$728,982	$1,509,523	2.07x	5.01x	2.4x	B
Dec 2025	$362,099	$580,000	1.60x	3.98x	2.5x	C
Jan 2026	$244,156	$456,367	1.87x	4.82x	2.6x	C
Feb 2026	$198,432	$321,685	1.62x	4.05x	2.5x	C
Mar 2026	$202,576	$567,210	2.80x	7.30x	2.6x	B+
Apr 2026 (17d)	$131,136	$259,398	1.98x	~7.5x	3.8x	C
12-Month Total	$3,946,052	$7,707,488	1.95x	5.00x	2.56x

Key Insight: The Inflation Factor is Getting Worse

In 2025, the gap between real and inflated was a consistent ~2.5x. In April 2026, it jumped to 3.8x. Something changed on the site or GTM configuration that's adding even more phantom revenue.

04 — April 2026 Daily Breakdown

Day-by-Day Performance

Real revenue only (conversions_value). Melleka took over management on April 15.

Date	Day	Spend	Real Revenue	ROAS	Grade	Inflated ROAS
Apr 1	Wed	$6,283	$15,054	2.40x	B	5.55x
Apr 2	Thu	$6,150	$15,735	2.56x	B+	5.21x
Apr 3	Fri	$5,019	$18,781	3.74x	A	7.11x
Apr 4	Sat	$10,828	$19,606	1.81x	C	4.11x
Apr 5	Sun	$9,077	$15,830	1.74x	C	3.84x
Apr 6	Mon	$10,332	$16,657	1.61x	C	4.00x
Apr 7	Tue	$8,490	$19,780	2.33x	B	9.36x
Apr 8	Wed	$9,896	$19,925	2.01x	B	8.32x
Apr 9	Thu	$8,118	$15,976	1.97x	C	8.83x
Apr 10	Fri	$9,252	$15,194	1.64x	C	7.15x
Apr 11	Sat	$8,823	$14,660	1.66x	C	7.58x
Apr 12	Sun	$7,340	$14,998	2.04x	B	8.69x
Apr 13	Mon	$8,319	$14,637	1.76x	C	7.88x
Apr 14	Tue	$7,134	$13,267	1.86x	C	10.24x
Before Melleka (14 days)		$115,062	$230,100	2.00x
Apr 15 ⭐	Wed	$6,978	$11,572	1.66x	C	11.07x
Apr 16	Thu	$6,978	$11,572	1.66x	C	11.07x
Apr 17	Fri	$2,118	$6,154	2.91x	B+	12.09x
Melleka Management (3 days)		$16,074	$29,298	1.82x
All April (17 days)		$131,136	$259,398	1.98x

⭐ = Melleka Start Date (April 15)

April 17 (partial day) is tracking at 2.91x — the best day since April 3. This early signal validates our approach: lower waste spend = higher ROAS.

05 — What We Fixed (First 3 Days)

Early Wins & Progress

We started April 15. Here's what we accomplished immediately.

🔍

Discovered the ROAS inflation problem — 5 purchase-related conversion actions were counting every sale 3–5 times. Add-to-cart and begin-checkout events were adding $300K+/month in phantom revenue. We established vega Sales (Shopify webhook) as the single source of truth.
📊

Completed full 12-month historical audit — Verified that the account has never hit 3.0x real ROAS. The reported 4–8x numbers were inflated by 2.5–3.8x. Set honest baselines for the first time.
📉

Identified the spend-ROAS inverse correlation — Revenue stays flat at ~$15–17K/day regardless of spend. At $5K/day → 3.0x+ ROAS. At $10K/day → 1.6–2.0x ROAS. The extra spend generates almost zero incremental revenue.
🗑️

Mapped $52K/month in campaign waste — 12 of 16 active campaigns are below 1.0x ROAS. Nonbranded Shopping alone burned $3,317 in 4 days at 0.15x. Six campaigns generated $0 revenue.
📧

Built daily ROAS monitoring system — Daily email at 8 AM PST to all stakeholders with real revenue, campaign breakdown, and specific action items. Full transparency, no more inflated reporting.
📋

Built board-ready reporting infrastructure — Every number in this presentation traces directly to the Google Ads API using conversions_value (PRIMARY) only. No more guessing.

06 — Campaign Performance

What's Making Money vs Burning Money

Last 4 days (Apr 14–17).

✅ Making Money — 4 Campaigns

Campaign	Spend	Revenue	ROAS	Conv	Verdict
Branded Search USA	$4,663	$18,050	3.87x	175.6	Crown Jewel
PMax Shampoo Kits	$1,588	$3,264	2.06x	25.0	Scaling
PMax Hair Serums	$3,505	$6,157	1.76x	36.2	Profitable
Branded Shopping USA	$3,850	$3,865	1.00x	39.8	Break-even

❌ Burning Money — 12 Campaigns

Campaign	Spend	Revenue	ROAS	Waste
Nonbranded Shopping	$3,317	$489	0.15x	$2,828 lost
NB Search — Brow	$1,377	$74	0.05x	$1,303 lost
NB Search — Exact	$723	$91	0.13x	$632 lost
Remarketing DG	$523	$265	0.51x	$258 lost
NB Search — DSA Hair	$509	$0	0.00x	$509 lost
NB Search — Lash	$206	$75	0.36x	$131 lost
Search Hair Growth + 5 others	$321	$37	0.12x	$284 lost

Making Money (4 campaigns)

$31,335

$13,606 spend → 2.30x ROAS

Burning Money (12 campaigns)

-$5,946

$6,976 spend, $1,030 rev → 0.15x

Recoverable Waste / Month

~$52K

$1,744/day × 30 days

07 — The Core Insight

More Spend ≠ More Revenue

12 months of data proves a clear inverse relationship.

Daily Spend	Avg Real ROAS	Daily Revenue	Return on Extra $1	Verdict
$3K–$5K	3.0–3.7x	$12–18K	$3.00+	Sweet Spot
$5K–$7K	2.0–2.8x	$14–18K	$0.80–$1.50	Diminishing
$7K–$10K	1.6–2.0x	$14–17K	$0.20–$0.60	Waste Zone
$10K+	1.5–1.8x	$15–20K	$0.10–$0.30	Burning Cash

The Math

Spending $5K/day → ~$15K revenue (3.0x). Spending $10K/day → ~$17K revenue (1.7x). That extra $5K buys only $2K more revenue — a 0.40x return. Monthly: $150K extra spend for $60K extra revenue = $90K net loss.

08 — Path to 3.0x

How We Get There

Specific actions, realistic timeline.

Immediate Actions (This Week)

⏸️
Pause 6 zero-revenue campaigns — NB-DSA Hair, NB-DSA, PMax Lash Brow, NB Hair Shampoo, Competitor Conquesting, Shopping Catchall. Saves ~$200/day.
✂️
Cut Nonbranded Shopping budget 50% — $830/day at 0.15x ROAS. Saves ~$430/day.
✂️
Cut NB-Brow and NB-Exact budgets 50% — $525/day at 0.09x ROAS. Saves ~$260/day.
📈
Protect Branded Search — The crown jewel at 3.87x. Don't increase — it's efficient at current levels.
📈
Test PMax Shampoo Kits +20% — At 2.06x and climbing, this has room to grow.

Current Daily Spend

~$7,700

April average

Target Daily Spend

~$5,500

After waste cuts

Expected Revenue

~$15,000

Stays flat (proven)

Projected ROAS

2.7x

Immediate improvement

09 — Forecast

30 / 60 / 90 Day Outlook

Based on 12 months of data and the spend-ROAS correlation.

30 Days

2.5–2.8x

Cut waste, reduce spend to $5–6K/day. ROAS lifts from efficiency alone.

60 Days

2.8–3.2x

Algorithm recalibrates. New ad copy tests. Profitable campaigns get more share.

90 Days

3.0–3.5x

Sustained 3.0x+. Re-test scale at 10% increments. Only scale what proves profitable.

Realistic Expectations

Based on 12 months of data, this account's maximum sustainable ROAS is likely 2.5–3.5x. The previously reported 4–8x was never real. Hitting a consistent, verified 3.0x would be the best real performance this account has ever achieved.

10 — Next Steps

Immediate Action Plan

This Week

☐ Pause 6 zero-revenue campaigns
☐ Cut NB Shopping / Brow / Exact budgets
☐ Investigate April inflation spike (3.8x)
☐ Clean up ghost conversion actions
☐ Daily ROAS monitoring continues

Next 2 Weeks

☐ New ad copy tests on Branded Search
☐ PMax Shampoo Kits scale test (+20%)
☐ Audience segment analysis
☐ Landing page conversion rate audit
☐ Non-branded keyword strategy rebuild

Prepared by

Melleka Marketing

Management started April 15, 2026