HOW WE
ACTUALLY WORK.
No mystery. No "proprietary methodology" slide decks. Here's exactly what happens when you engage Adfenza — week by week, deliverable by deliverable. Every phase is designed to compound on the last.
PHASE 01
THE AUDIT
We tear apart your existing stack before we touch a single campaign.
- → Full-funnel tracking audit: pixel health, Conversions API status, event deduplication, GTM container review. Most brands we onboard are losing 20–30% of conversion data to ad blockers and iOS restrictions because they're still running browser-only pixel tracking.
- → Ad account forensics: campaign structure analysis, audience overlap mapping, creative fatigue detection, and spend allocation review. We pull 90 days of data minimum and rebuild your performance story from raw numbers — not platform-reported vanity metrics.
- → Lifecycle gap analysis: we map every post-acquisition touchpoint — welcome flows, abandonment sequences, post-purchase triggers, win-back cadences. The average brand we audit has fewer than 3 automated flows. Top performers run 12–15.
- → Unit economics deep-dive: CAC by channel, LTV by cohort, contribution margin by product line, MER trending. We need to understand what profitable growth actually looks like for your business before we deploy anything.
DELIVERABLE
40–60 page audit deck with prioritized action items ranked by revenue impact. No fluff slides. No 'brand positioning' sections.
PHASE 02
THE INFRASTRUCTURE
We rebuild the measurement and data layer before spending a dollar.
- → Server-side Conversions API deployment across Meta, Google, and TikTok. This alone typically recovers 20–30% of previously invisible conversions — conversions your old agency never knew existed because they relied on browser pixels that get blocked by Safari ITP, Firefox ETP, and ad blockers.
- → Enhanced conversion setup for Google Ads: first-party data matching, customer list uploads, and offline conversion imports configured to feed the algorithm verified purchase signals.
- → Custom conversion events engineered for margin-based bidding. Instead of optimizing for 'Purchase' at any value, we create conversion events weighted by actual contribution margin — so the algorithm acquires customers who are actually profitable, not just cheap.
- → Analytics dashboard build: real-time reporting connecting ad platform data, Shopify/backend revenue, COGS, and shipping costs to calculate true contribution margin per order, per channel, per day. No more guessing whether your campaigns are profitable.
DELIVERABLE
Production-ready tracking infrastructure, custom margin dashboards, and a measurement framework you'll use long after our engagement.
PHASE 03
THE DEPLOYMENT
Campaigns, creative systems, and lifecycle flows go live simultaneously.
- → Campaign architecture: we consolidate fragmented ad sets into algorithm-friendly structures. For Meta, that means Advantage+ Sales Campaigns with broad targeting and creative volume. For Google, Performance Max with optimized product feeds, custom labels by margin tier, and proper asset group segmentation.
- → Creative pipeline activation: 30–50 creative variants deployed in the first 2 weeks. Hook-first UGC, founder-led video, screenshot-style statics, problem-agitation ads, and raw testimonial content. We test aggressively — killing losers within 48 hours and scaling winners until fatigue.
- → Lifecycle system installation: full Klaviyo/Attentive build-out with trigger-based flows — welcome architecture (segmented by acquisition source), cart/browse/checkout abandonment recovery, post-purchase cross-sell and replenishment sequences, review generation, and win-back protocols.
- → Budget allocation framework: we don't blindly scale spend. We use MER (Marketing Efficiency Ratio) as the north star and allocate budget based on marginal efficiency — each incremental dollar goes where it generates the highest marginal contribution.
DELIVERABLE
Live campaigns across all channels, full lifecycle system operational, and initial performance baselines established.
PHASE 04
THE COMPOUND
Systematic iteration. Every week we compound the gains.
- → Weekly creative iteration: new variants based on performance data from the prior week. Winning hooks get remixed into new formats. Winning formats get new hooks. We maintain a database of 500+ proven hook structures across verticals and deploy them systematically.
- → Incrementality validation: monthly geo-lift studies and holdout tests to verify that every campaign is driving truly incremental revenue — not just cannibalizing organic demand that would have happened anyway. This is where most agencies fail: they can't prove their work is actually additive.
- → Lifecycle optimization: A/B testing subject lines, send times, flow branching logic, incentive structures, and SMS vs. email allocation. Flow-based emails deliver 3x higher click rates and 13x higher placed-order rates than broadcast campaigns — we double down on what compounds.
- → Budget scaling protocol: we scale spend by 10–20% increments, waiting for algorithmic learning phases to stabilize before the next increase. Aggressive scaling disrupts machine learning models and spikes CPAs — patience compounds, impatience burns cash.
DELIVERABLE
Monthly performance reviews with contribution-verified metrics. Quarterly strategic pivots based on incrementality data. Continuous compounding.
WHO THIS IS FOR
GOOD FIT
- + $50k+ monthly ad spend across Meta, Google, or TikTok
- + DTC e-commerce, SaaS, or subscription brands with measurable unit economics
- + Teams that care about contribution margin, not vanity ROAS
- + Founders and CMOs ready to make decisions based on incrementality data
NOT A FIT
- − Brands spending under $30k/month on paid acquisition
- − Companies that need "brand awareness" campaigns with unmeasurable outcomes
- − Teams unwilling to share P&L data or real margin numbers
- − Anyone who thinks their "brand guidelines" matter more than conversion data
READY TO START THE AUDIT?
Phase 01 begins the week after your intake is reviewed. No onboarding calls. No kickoff decks. We start with data.
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