templates

Thirty-three deliverables, filled in by Neo with your accounts.

Reviews, audits, diagnoses, concepts, plans and boards. Each doc is the deliverable of one of Neo’s skills, with its structure and its rules for judging; each board stays up to date through a task.

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Thirty-three templates, sorted by kind of deliverable and by capability.

Each card shows the first line of the deliverable for Maison Lune or Atelier Nord, two fictional brands, then what it contains, what Neo needs and the skill that writes it.

type

capability

33 templates

docevery week
Monday reviews
One review per ad platform, then the business review, summed up in a single message with every link.
maison lune · week of 10/12–10/18
Meta: three decisions. Google Ads: two decisions. Business review: MER 3.8 and one point for the founders.
What it contains
1. 01One review per connected ad platform, each with 3 to 5 decisions: rule, steps, check date
2. 02The business review last: MER, acquisition MER, nCAC and the number of new customers
3. 03The week against the one before, the average of the four before that and the same week last year
4. 04The summary: for each review, its key line, its number of decisions and its link
5. 05The reviews that did not run, and why
needs
- Meta Ads
- Google Ads
- Shopify
skillreview_orchestration
use case Run the weekly review →
docevery month
Monthly business review
The closed month, seen from the store: did ad spend bring in customers at a cost the brand can afford?
maison lune · september
September: 1,700 new customers at a $71 nCAC, for an acquisition MER of 1.8.
What it contains
1. 01The business table: MER, acquisition MER, nCAC next to the number of new customers
2. 02Gross profit on the first order against nCAC, and contribution after marketing
3. 03Platforms side by side: spend, share, attributed revenue, gap with the store
4. 04The next dollar: where the next 10% of budget would go, labeled as an estimate
5. 05Events over the next four weeks, and three points at most for the founders
needs
- Shopify
- Meta Ads
- Google Ads
- economics
skillbusiness_review
use case Reallocate budget →
docon request
Performance drop diagnosis
The root cause of a drop in one sentence, then one targeted fix.
maison lune · 10/13
Meta CPA is rising because concept 04’s hook rate has been falling since 9/21. One fix: new hooks on the same body.
What it contains
1. 01The verdict, up top
2. 02The root cause in one sentence: scope, metric, sub-metric, trigger, date and evidence
3. 03The fix: expected impact, time to see it, who acts, what to watch
4. 04The drill, from the store down to the sub-metric: every level checked, and what was ruled out
5. 05What was not checked
needs
- Meta Ads
- Google Ads
- Shopify
- events
skillperformance_diagnosis
use case Diagnose a drop in performance →
alertevery week
Performance watch
A light check every week, and a message only when a metric moves more than usual.
maison lune · slack message · 10/19
Google Shopping: CPA rose 22% in one week, twice its usual swing over 90 days. Diagnosis attached.
What it contains
1. 01The business signal and the top five campaigns on each platform
2. 02A threshold set by your own account: its usual week-to-week swing over 90 days
3. 03A full diagnosis, attached to the message, when a metric goes past it
4. 04No message, and nothing saved, when nothing moved
needs
- Meta Ads
- Google Ads
- Shopify
- Slack or email
skillperformance_diagnosis
use case Diagnose a drop in performance →
docevery quarter
Paid media audit
Every platform on three pillars, and the bottleneck holding growth back.
maison lune · 10/15
Growth is held back by data integrity: Meta and Google claim 114% of the store’s sales.
What it contains
1. 01The bottleneck in one sentence, and the verdict: scale up, hold and optimize, or pull back
2. 02Data integrity: CAC, first-order profit against CAC, each platform’s gap with the store
3. 03Account structure, drawn from each platform’s structure map
4. 04Creative pace and diversity: new ads per $1,000 spent, concepts per spend tier
5. 053 to 7 next steps, each with its impact, effort, owner and horizon
needs
- Meta Ads
- Google Ads
- Shopify
- economics
skillpaid_media_audit
use case Audit an account →
docevery week
Meta account structure
The account map, every week, findings ranked by severity.
maison lune · 10/5
Six campaigns, but 85% of the budget fights over the same French audience.
What it contains
1. 01A summary in three to five sentences
2. 02The map: every campaign and ad set, with its role and its purpose
3. 03Audiences, customer exclusions and the naming convention
4. 04Findings: severity, item, finding, why it matters
5. 05The log of changes over 90 days
needs
- Meta Ads
skillmeta_account_structure_mapping
use case Audit an account →
docevery week
Google Ads structure
Search, Shopping and Performance Max mapped, starting with the product feed.
maison lune · 10/12
The account spends mostly on demand it already captures: the brand campaign takes 31% of the Google budget.
What it contains
1. 01The map: campaigns, ad groups and Performance Max asset groups
2. 02The product feed: rejections and products with no impressions
3. 03Brand share, and brand exclusions
4. 04Findings in order: feed, exclusions, asset groups, bidding, signals
5. 05Which camp the account is in, at the end of the summary
needs
- Google Ads
skillgoogle_ads_account_structure_mapping
use case Audit an account →
docevery week
TikTok Ads structure
The account map, the Spark Ads about to expire and each creator’s share.
atelier nord · 10/14
Seven ad groups on $430 a day: none gets enough conversions to exit the learning phase.
What it contains
1. 01The map: campaigns and ad groups, with the role of each
2. 02Identities and Spark Ads, with authorizations expiring within 30 days
3. 03The share of spend carried by each creator
4. 04TikTok Shop against the website campaigns
5. 05Findings ranked by severity, and the change log
needs
- TikTok Ads
skilltiktok_account_structure_mapping
use case Audit an account →
docevery month
Monthly metrics & funnel
The closed month against its baseline: benchmarks, attribution, funnel, creative pace and seasonality.
maison lune · september
Post-click conversion has slipped: click to purchase went from 2% to 1.7%, and CPA rose 40% while CTR held.
What it contains
1. 01The month’s benchmarks against the median of the three months before and the same month last year
2. 02Attribution read three ways, and the conversion delay
3. 03The funnel and its step rates, with doubtful steps flagged
4. 04Creative pace, and the hit rate within 30 days of launch
5. 05Seasonality over 12 months
needs
- Meta Ads
- Google Ads
- Shopify
skillmeta_metrics_funnel_mappingshopify_metrics_funnel_mapping
use case Diagnose a drop in performance →
docevery month
Economics and break-evens
What an order really earns, and the ROAS and CAC below which the brand loses money.
maison lune · september
Gross margin of 42%: break-even ROAS at 2.4. A 20% discount takes it to 3.6.
What it contains
1. 01The average order line by line, first order and repeat
2. 02Break-evens: ROAS and CAC
3. 03The cost of each discount, from 10 to 50%, and its alternatives
4. 04Cumulative gross profit by cohort, at 30, 90, 180 and 365 days
5. 05Target CAC, CAC floor and inventory grades from A to D
needs
- Shopify
- cost of goods
- shipping and returns
skilleconomics_generation
use case Find where to scale →
docevery month
The next dollar
Where the next 10% of budget should go, or come from: the monthly block of the business review.
maison lune · november
Estimate: the next $12,000 would go to Google Shopping ($6,500) and Meta prospecting ($5,500).
What it contains
1. 01Each platform: its spend against its efficiency, over the month
2. 02Where the next 10% would go, or come from, labeled as an estimate
3. 03The limit: the return on extra spend stays above break-even ROAS
4. 04Store sales as the reference, next to each platform’s attributed ROAS
needs
- Shopify
- Meta Ads
- Google Ads
- economics
skillbusiness_review
use case Reallocate budget →
docevery month
Products and customer voice
By category: the range, the permanent offers, the objections and your customers’ exact words.
maison lune · lingerie
What they want: “No more marks.” What holds them back: “Without underwire, it won’t hold.”
What it contains
1. 01By category: the range, 3 to 5 hero products, the permanent offers and the entry offer
2. 02Persona signals, praise and complaints
3. 03Objections, each with the brand’s answer
4. 045 to 10 verbatims per category, under 30 words each
5. 05Review coverage, and the gaps to fill
needs
- Shopify
- brand website
- customer reviews
skillproducts_customer_voice_generation
use case Generate creative concepts →
docevery month
Personas
8 to 12 personas by default, more on request, each with what blocks or triggers the purchase.
maison lune · p01
The woman who’s done being marked by her bras. Objection: “Without underwire, it won’t hold.”
What it contains
1. 01For each persona: situation, problem, desire and trigger
2. 022 to 3 objections in their own words, and their awareness level
3. 03The words they use, and the categories that concern them
4. 04Families of close personas, to test in separate ad sets
5. 05Coverage: presence in active ads, concepts attached
needs
- products and customer voice
- brand platform
- Meta Ads
skillpersona_generation
use case Generate creative concepts →
docon request
Creative concepts
Three concepts per persona: angle × offer, two or three formats, 5 to 8 hooks.
maison lune · p12-c03 · the math
“Tampons: every month. Underwear: every two years.”
What it contains
1. 01Each concept: persona × angle × offer, awareness stage, promise and mechanism
2. 02The objection it answers, and the proof available or missing
3. 03Two or three formats, and the landing page that carries the ad forward
4. 045 to 8 hooks across at least three types, each on three layers: what we see, what we hear, the text on screen
5. 05What to validate before production
needs
- personas
- products and customer voice
- events
skillcreative_concept_generation
use case Generate creative concepts →
docon request
Script and shoot brief
A concept’s script beat by beat, with its hooks, its shots and what to check before the shoot.
maison lune · the math · 30 s
Thirty seconds: the hook, the problem in one line, the proof in one line, then the call to action.
What it contains
1. 01The header: concept, persona, angle, offer, format, length and narrator
2. 02The script beat by beat: what is said, the text on screen, what we see
3. 035 to 8 alternative hooks, each on three layers and with its type
4. 04The ad’s primary text and headline
5. 05Sources, and what to check before the shoot
needs
- the concept to shoot
- products and customer voice
- brand platform
skillad_script_writing
use case Brief a creative or a shoot →
docevery month
Hook library
Every hook already running, ranked by hook rate, and the next ones to shoot.
maison lune · october
One line from the body to shoot as three hooks: “A woman who wears a size 8 in pants wears a 10 in underwear.”
What it contains
1. 01Each hook that ran, on three layers: what we see, what we hear, the text on screen
2. 02Hook rate and hold rate for each hook, with CPA read at the ad set level
3. 03Hooks grouped by type: problem, contrarian truth, specific proof, relatable situation…
4. 04The types the market already repeats
5. 05Lines from the body and from reviews to turn into hooks
needs
- Meta Ads
- concepts
- products and customer voice
skillcreative_concept_generationmeta_pilot
use case Brief a creative or a shoot →
docevery month
Creator program
The roster, the number of ads per week and one brief per concept and creator.
maison lune · november
Eight versions a week, two creators per concept in test, and one new creator to try this month.
What it contains
1. 01The roster: profiles matched to your personas
2. 02Volume per week, and the share of net-new concepts against new hooks
3. 03One brief per concept and creator, with notes for the editor
4. 04Rights to check: usage, Meta partnership ads, Spark Ads
5. 05Results by creator and by format, judged at the concept and ad set level
needs
- Meta Ads
- concepts
- creator roster
skillcreator_program
use case Run your creator program →
docevery week
Market watch
What your competitors launch, stop or keep running, read from the public ad libraries.
maison lune · monday 10/19
Two of five competitors push the “zero waste” angle: it is contested. The math angle is still open.
What it contains
1. 01For each tracked brand: new concepts, offers, formats, ads stopped
2. 02Ads running for 30 days or more, and winner signals, written as hypotheses
3. 03On the first Monday of the month, the market map: angles and offers saturated, contested or open
4. 04Calendar signals
5. 05Inputs for your concepts, never a copy of an ad
needs
- tracked competitors
- concepts
skillcompetitor_watch
use case Research competitors →
docevery week
Brand events
What happened, what is live today and what is coming, each date with its prep date.
maison lune · 10/19
Live: 20% off the three-pack until 10/25. To prepare: Black Friday, on 11/27.
What it contains
1. 01What is live today: offers, launches, stockouts
2. 02The next 12 months, each event with its prep date
3. 03The log of the last 24 months, with the observed effect
4. 04What comes back every year
5. 05Each event marked confirmed or inferred
needs
- Shopify
- brand website
- your marketing calendar
skillevents_generation
docevery week
Peak sale plan
Black Friday or a seasonal sale: offers, allowed CAC, phased budget and reading rules, then the plan against actuals.
maison lune · black friday 11/27
Main offer at 20% off, break-even at 3.6; November at $136,000 in the base case, $173,000 if contribution holds.
What it contains
1. 01The offers and their cost: margin after discount, break-even ROAS and CAC
2. 02Targets, in a base and a stretch scenario
3. 03The budget phased from September to December, and the pacing sheet
4. 04Reading rules: same-day figures corrected for conversion delay, decisions on a 3-day rolling read
5. 05The creative plan, platform prep and the calendar
needs
- Shopify
- Meta Ads
- Google Ads
- economics
- events
skillpeak_sales_planning
use case Plan a peak sale →
docon request
Incrementality test
How many sales would disappear without a channel: a geo test on the store’s own sales, from plan to readout.
maison lune · plan · 10/21
Meta switched off in areas that make 20% of sales, Jan 11 to 29, then 9 days of observation on Shopify sales.
What it contains
1. 01The decision at stake, and what you will do depending on the result
2. 02The design: test and control regions, duration, minimum detectable effect
3. 03The cost of the test, and what stays frozen while it runs
4. 04Setup steps for your team, then the test log
5. 05The readout: lift, iROAS, incremental CPA and the factor to apply to platform figures
needs
- Shopify
- Meta Ads
skillincrementality_testing
use case Measure incrementality →
docon request
Channel launch plan
Whether the brand is ready for a new platform, which one, and its first 90 days judged on the store.
maison lune · tiktok ads
Verdict: launch after two fixes. Three concepts, about 30 purchases each, a go or no-go at day 90.
What it contains
1. 01The verdict: launch now, launch after fixes, or don’t launch
2. 02The readiness grid: economics, data, tracking, catalog, creative capacity, budget to learn
3. 03The platform chosen, its role and its starting structure
4. 04The test budget: 3 to 5 concepts, about 30 purchases each
5. 05Phases and their gates up to day 90, read on the store’s new customers
needs
- Shopify
- Meta Ads
- Google Ads
- economics
skillchannel_launch
use case Launch a new channel →
docevery quarter
Landing page audit
The pages your ads send traffic to, judged on revenue per visitor, with the fixes ranked.
maison lune · q3 2026
The three-pack page brings in $2.30 per visitor, against $4.10 for the product page.
What it contains
1. 01Each page’s figures: revenue and contribution per visitor
2. 02A scorecard per page: clarity, continuity with the ad, copy, offer, proof, friction, mobile
3. 03Fixes ranked by ICE score
4. 04Pages to build, and tests to run
5. 05What could not be assessed
needs
- Shopify
- Meta Ads
- GA4
skilllanding_page_audit
use case Audit your landing pages →
docevery quarter
Retention audit
What holds back repeat purchases, from the first order to the second.
maison lune · q3 2026
18% of customers order again within 90 days; 27% of those who started with the three-pack.
What it contains
1. 01Customer value by cohort
2. 02Three stages: the first order, the second within 90 days, the weight of the best customers
3. 03Causes in order: product, range, acquisition quality, customer experience, owned channels
4. 04Paid spend on existing customers, and the right budget
5. 05Next steps, and what was not assessed
needs
- Shopify
- Klaviyo
- Meta Ads
skillretention_audit
use case Get customers to buy again →
docevery month
Email and SMS program
Deliverability, flows scored from 0 to 5, segments, and next month’s campaign calendar.
maison lune · november
Welcome flow scored 2 out of 5: two emails in three days, none on how to care for the underwear.
What it contains
1. 01Flows, each scored from 0 to 5, and the flow map
2. 02Segments, and cadence by engagement tier
3. 03Next month’s campaign calendar
4. 04Deliverability, list growth and SMS
5. 05The first-to-second order rate, as the outcome to track
needs
- Klaviyo
- Shopify
skillemail_sms_program
use case Get customers to buy again →
docevery week
Organic social review
Instagram and Facebook against their own history, and the posts that deserve to become ads.
maison lune · week of 10/12
The “three washes” reel gets 2.4 times the reel median in shares: a candidate for an ad.
What it contains
1. 01The account, formats and posts against their medians
2. 02Series and topics, judged after about eight episodes
3. 03Stories, and the Facebook page
4. 04Posts that could become ads
5. 05Store sales that came from Instagram and Facebook
needs
- Instagram
- Facebook
- Shopify
skillorganic_social_pilot
use case Run your organic social →
docevery quarter
SEO and AI search audit
Your visibility in Google and in AI assistants, and a ranked plan.
maison lune · q3 2026
Across the 30 panel questions, Maison Lune shows up in 4 of 90 ChatGPT answers, and in none from Perplexity.
What it contains
1. 01Organic performance, brand and non-brand apart
2. 02The demand map, and the technical and product data basics
3. 03Key pages
4. 04Visibility in each AI assistant, on a panel of 20 to 40 questions you collect
5. 05A plan ranked by ICE score, and a measurement plan
needs
- Search Console
- Merchant Center
- Shopify
skillseo_ai_search
use case Show up in Google and AI search →
docevery month
Analyze report in Slides
Your Analyze report rebuilt widget by widget, exported to Google Slides in the brand’s look.
maison lune · september
September: sales are up year over year, but post-click conversion has slipped since spring.
What it contains
1. 01The report’s widgets, with the same metrics, periods and filters
2. 02An optional reading in 3 to 5 points, with no recommendations
3. 03Key figures on the first slide, then one widget per slide
4. 04Creative grids as cards
5. 05The same file, updated at every run
needs
- Analyze report
- Brand Kit
- Google Slides
skillanalyze_report
use case Send client reporting →
boardevery week
Concept fatigue
The real fatigue signals over 4 to 6 weeks, once the false ones are ruled out.
maison lune · week of 9/28
“New Ocre collection” loses link CTR two weeks in a row (−16%, then −21%); the founder videos hold up.
What it contains
1. 01Frequency, reach, hook rate, link CTR, CPM and CPA for each concept, week after week
2. 02The fatigue signature, two weeks in a row: frequency up, CTR or hook rate down
3. 03False signals ruled out: seasonality, market CPM, budget changes
4. 04Each concept’s status: breakout, established, declining, in test or failed
needs
- Meta Ads
- naming or tags
skillmeta_pilot
use case Analyze creatives →
boardevery week
Meta video hook rate
Hook rate, hold rate and link CTR for each video concept, ranked by spend.
maison lune · week of 9/28
“Pajamas, commentary” stops 33% of views (median 22%), then keeps only 3% (median 8.7%).
What it contains
1. 01Hook rate, hold rate and link CTR for each video, with CPA read at the ad set level
2. 02Videos grouped by concept, ranked by spend
3. 03The account median as the benchmark
4. 04The weak link, and its answer: new hooks, the bridge, the ending or the landing page
needs
- Meta Ads
skillmeta_pilot
use case Analyze creatives →
boardevery week
MER and Shopify sales
Spend across every platform against the store’s sales, week by week.
maison lune · october
Meta and Google claim 114% of the store’s sales; MER puts them back in their place.
What it contains
1. 01Spend across every platform, added up
2. 02MER and acquisition MER, week by week, over 13 weeks
3. 03nCAC, next to the number of new customers
4. 04The gap between the sales each platform claims and the store’s own
needs
- Shopify
- Meta Ads
- Google Ads
skillshopify_metrics_funnel_mapping
use case Reallocate budget →
boardevery day
Monthly spend pacing
Each channel’s spend to date against the month’s budget, with the end-of-month projection.
maison lune · 10/20
By October 20, Meta has spent 68% of its monthly budget; at this pace, it will end at 105%.
What it contains
1. 01Each channel’s spend to date, day after day
2. 02The month’s budget, and the gap to the planned pace
3. 03The end-of-month projection
4. 04The campaigns driving the gap
needs
- Meta Ads
- Google Ads
- monthly budget
use case Reallocate budget →
boardevery week
Multi-brand comparison
The brands of one workspace side by side: spend, CPA and ROAS.
workspace · week of 10/12
Atelier Nord spends a third of what Maison Lune does, at a ROAS one third higher.
What it contains
1. 01Spend, CPA and ROAS for each brand, over the same period
2. 02Each brand against its own target
3. 03The week’s gaps, brand by brand
4. 04A link from each brand to its review
needs
- several brands
- Meta Ads
- Google Ads
use case Send client reporting →

using a template

A template becomes your deliverable in four steps.

01
Pick one
Ask for it by name in the chat: “Run the paid media audit for Maison Lune.” The skill that writes it brings the structure, the method and the rules for judging.
02
Neo fills it in
With your accounts and your brand memory. Anything missing is stated in the deliverable, along with what Neo could not assess.
03
Adapt it
Add a section, change the period or the breakdown, in one sentence in the chat. Neo writes the new version.
04
Schedule it
The reviews every Monday, the audit every quarter: Neo shows you the task and waits for your yes. It delivers in Slack or by email, and exports to Google Slides, Sheets or Docs.

Scheduled tasks and alerts →

go further

questions

Questions teams ask about templates.

Can we change a template, or create our own?

Yes. Ask in the chat to add a section, change the period or the breakdown, and Neo writes the new version. For a method of your own, create a team skill, from scratch or from an existing skill; Neo produces its deliverable, and you schedule it like the others.

Neo’s skills →

Do we need to connect every source listed?

Neo works with the sources you have connected, and states in the deliverable what is missing and what it could not assess: without a connected store, there is no MER or nCAC; without a target CPA in the brand’s economics, the median of the last three months becomes the reference. Each card shows what the template needs to be complete.

All integrations →

How often do they run?

As often as you choose. Each card shows the cadence the skill proposes: reviews on Monday, metrics & funnel early in the month, audits every quarter. Concepts and scripts are written on request.

Does Neo apply a template’s decisions?

Neo reads, analyzes and proposes. It has no write access to your ad accounts: each decision lists the steps to take in Ads Manager, and your team applies them. The next review checks the result on the planned date.

Security and access →

Pick a template, and watch Neo fill it in.

Book a demo: we connect an account, and Neo produces the template of your choice with your own numbers.

Book a demo See the use cases

Thirty-three deliverables, filled in by Neo with your accounts.

Thirty-three templates, sorted by kind of deliverable and by capability.

Monday reviews

Monthly business review

Performance drop diagnosis

Performance watch

Paid media audit

Meta account structure

Google Ads structure

TikTok Ads structure

Monthly metrics & funnel

Economics and break-evens

The next dollar

Products and customer voice

Personas

Creative concepts

Script and shoot brief

Hook library

Creator program

Market watch

Brand events

Peak sale plan

Incrementality test

Channel launch plan

Landing page audit

Retention audit

Email and SMS program

Organic social review

SEO and AI search audit

Analyze report in Slides

Concept fatigue

Meta video hook rate

MER and Shopify sales

Monthly spend pacing

Multi-brand comparison

A template becomes your deliverable in four steps.

Pick one

Neo fills it in

Adapt it

Schedule it

The product pages behind the templates.

Neo’s skills

Deliverables and Google exports

Custom dashboards

Scheduled tasks and alerts

Questions teams ask about templates.

Pick a template, and watch Neo fill it in.