NairoMarket — Growth Insights

Full audit of 2 years of operations. Three data sources: Shopify bulk (orders, products, customers, variants, transactions), Meta Ads (Marketing API v25.0 — placements, demographics, audiences, pixel, catalog), owner ops ledger (xlsx). Reconciliation between them reveals the truth.

Levers (Sprint 2)

• G1 — Spend reallocation — which segments to pause vs scale
• G2 — Catalog cash leak — SKU × placement waste
• G3 — CPM inflation root cause — iOS + attribution + platform mechanics
• G4 — Retargeting leak — acquisition spend without purchaser exclusion
• G5 — LTV:CAC by channel — 2.15:1 blended ratio (below 3:1 benchmark); Meta is sole paid channel

Dashboards

• Metrics hub — all KPIs, AARRR + Meta + Shopify
• Monthly board — exec rollup
• Profitability truth — SKU-level reconstructed P&L, 26 months

Reference

• Metric Glossary — formulas, definitions, source fields, and caveats for all ~25 dashboard metrics

Status

Sprint 2 in progress. Metrics suite live (16 pages). Lever stories shipped (G1-G3). Profitability reconstructed with 93.5% SKU COGS coverage.