*= REQUIRED — EVERYTHING ELSE IS OPTIONAL
01
About you
How many, and where.
New store, recent sale, pixel issue, stock problem — anything weird.
02
What you want the report to do
Be blunt. "Figure out if in-store or online is actually profitable." "See which ad channel to cut." "Fix a board conversation."
Report ends with a Notion task list where each action item is assigned to the right person. Give me names + what they own — e.g. "Kelly / Marketing", "Mike / Ops", "Sarah / Store manager — Cape Town", "Tina / Buyer".
03
Time period
I usually suggest last 12 months with shorter windows for paid ads. Tell me if you have something specific.
04
Which platforms does Me&B use?*
Yes or No for each. I'll send the Access Requirements doc once you hit Send.
Sales + in-store (essentials)
Shopify
Online store
Lightspeed POS
In-store tills
Cin7
Inventory
Paid & social
Google Ads
Meta Ads
Facebook + Instagram
TikTok Ads
TikTok Shopping
Organic seller centre
Email, reviews, analytics
Email marketing
Klaviyo / Mailchimp / Omnisend
Reviews platform
Judge.me / Yotpo / Okendo
Google Analytics 4
Google Search Console
Triple Whale / attribution
Other
Loyalty / subscription app
Xero / accounting
Project / task tool
Notion / Asana / ClickUp
Lightspeed version (if yes above)
Cin7 version (if yes above)
e.g. "Meta is managed by an agency", "we have two Shopify stores", "Cin7 was just set up", "Google Ads is under my cofounder's email".
Tracking & tech hygiene
Be honest — "Not sure" is the most useful answer here. It tells me what to check first. This stuff is the reason reports disagree with each other.
UTMs on paid & email links
Are all paid / email links tagged with utm_source, medium, campaign?
Conversion tracking stitched
Shopify → Meta / Google / TikTok — do platforms report sales back correctly?
Meta Pixel / CAPI
Purchase events firing cleanly, no duplicates, server-side set up?
GA4 ecommerce events
view_item / add_to_cart / begin_checkout / purchase all firing correctly?
Ad naming convention
Campaigns / ad sets / ads named consistently so reports can group them?
Creative / hook testing structure
Do you tag creatives by hook / angle / format so you can see what actually drives sales?
05
What the report covers
Five areas. Tick anything you definitely want — leave the rest, I'll recommend a default.
Overview & KPIs
Headline numbers + executive summary.
Conversion — online & in-store
Where conversion breaks, device + bot analysis, in-store walk-in → basket.
Channels — paid, email, organic, in-store
Side-by-side comparison of everywhere your revenue comes from.
Products & inventory
What's selling, what's sitting — across online and stores.
Action plan
Ranked, owned, estimated, scheduled.
06
Delivery
Default is an interactive web report with tabs, filters, and colour-coded alerts.
Me&B colours / fonts / logo, or keep it neutral.
07
Timing
08
Anything else
Send it over.
Pick whichever you prefer — email or WhatsApp. Both deliver the same filled-in brief.