Media Strategy & Planning

We never start by asking "What is the budget?". We start by asking "What is the goal?". Through Reverse Engineering, we calculate backward from your desired revenue or profit margin (EBITDA) to define what the maximum Customer Acquisition Cost (CAC) can be. We analyze your contribution margin and LTV (Lifetime Value) to set realistic KPIs like POAS or nCPA (New Customer CPA), ensuring you make money on every order we generate.

Once financial frameworks are in place, we develop a Media Modeling plan. We don't look at channels in isolation but assess their interdependence. We analyze diminishing returns for each channel to find the precise point where the next dollar is best spent—whether on Google, Meta, or other channels.

Execution is managed through a dynamic approach to budgeting. A budget is not locked forever. We monitor spend and performance daily against our forecast. If a channel underperforms, we move the budget. If another channel skyrockets in performance, we scale up. We ensure dynamic allocation where liquidity always flows toward the highest performance, rather than being locked in rigid monthly budgets.

How the process works

We work in three phases. First we define the financial frame through Reverse Engineering, calculating backward from your revenue or EBITDA goal to a maximum CAC. Then we build a Media Modeling plan that views channels in context rather than in isolation. Finally we execute and monitor spend daily against our forecast.

The common thread is that the numbers drive the decisions. We do not move budget on gut feeling, but on actual performance measured against the KPIs we agreed up front. That keeps the plan predictable and makes us easy to hold accountable.

What is included

You get a complete financial model that translates your profit goal into concrete media KPIs such as POAS, nCPA and maximum CAC. We include analysis of contribution margin and LTV so the targets reflect real earnings on each order, not just top line revenue.

On top of that we deliver a channel plan with a forecast, a budget that is allocated dynamically across Google, Meta and other channels, and continuous follow up on spend and performance. You always know where the money is best spent, and why.

Benefits of a profit driven media strategy

When the strategy starts from the goal rather than the budget, you avoid scaling spend on channels that look great on ROAS but lose money after contribution margin. You only pay more for growth as long as the next dollar still turns a profit.

Dynamic allocation means liquidity always flows toward the highest performance. Instead of rigid monthly budgets, you get a plan that responds to reality and protects both growth and the bottom line.

Pitfalls we help you avoid

A classic mistake is steering by ROAS alone. ROAS says nothing about whether you make money, because it ignores cost of goods, shipping and returns. We measure on POAS and nCPA so you see the real earnings on new customers.

Another pitfall is locking the budget for an entire year or month. The market, the season and auction prices change constantly. Without ongoing monitoring of diminishing returns, you risk burning money on a channel whose return faded long ago.

Why Mercive

We combine financial discipline with deep ecommerce and Shopify expertise. We speak the CFO language of EBITDA and contribution margin as well as the operational language of channels, creatives and auctions, so the strategy holds together from goal to execution.

Our approach is transparent and measurable. You get a forecast you can hold us to, and a partner who moves budget based on data rather than habit. That creates predictable, profitable growth for your Shopify business.

Related services

See also our related services:

• User Experience Strategi
• Indholdsstrategi
• User Experience Design
• Dataarkitektur Design