use case · make the call
Neo tells you where the next dollar should go, channel by channel.
Neo reads every platform against your store: acquisition MER, nCAC next to the number of new customers, each platform’s gap with sales. Then it estimates where the next 10% of budget should go, or come from, and labels it as an estimate.
4,000 advertisers and agencies already use Creaboost.
The next dollar, platform by platform, judged on the store’s new customers.
Maison Lune can add about 10% of budget in November. Camille asks Neo where it should go, and whether it is time to launch TikTok.
We can add 10% of budget in November. Do I put it on Meta, on Google, or do I launch TikTok?
Camille Durand · Tue, Oct 20 · 14:30
Neo · 14:52
- Shopify · live · sales, new customers, UTM
- Meta · live · 7-day click
- Google Ads · 12:10 sync
- memory · economics of Oct 14, events
business_review · September, closed · Shopify, Meta, Google Ads · against August and September 2025
Estimate: $6,500 for non-brand Google Shopping, $5,500 for Meta prospecting, before Black Friday. TikTok waits for two fixes.
The store is the reference. In September, 1,700 new customers at a $71 nCAC, for an acquisition MER of 1.8. Meta and Google together claim 114% of sales: their conversions don’t add up. The next dollar goes where extra spend brought in the most new-customer revenue.
- acquisition MER · Sep
- 1.8
- MER 3.5 · August 1.7
- nCAC
- $71
- 1,700 new customers
- claimed by the platforms
- 114%
- of Shopify sales
- November budget
- $136,000
- October $124,000 · +10%
the next dollar, platform by platform · estimate
- google shopping · non-brand+$6,500
Shopping loses close to a third of its impressions to budget.
In the weeks its budget went up, each extra dollar brought about $2.60 of new-customer revenue into the store: the best read in the account. The demand is there, and the budget is short.
- lost share (budget) ≈ 31%
- ≈ $2.60 per extra dollar
- non-brand
- meta · prospecting+$5,500
Meta prospecting brings in your new customers, so it gets its share.
61% of new customers arrive with a Meta UTM. Its attributed ROAS, 3.0, is the lowest in the account, because catalog and brand search then convert the customers it brought in. The $5,500 goes to the ad sets of the Oct 19 scaling plan.
- 61% of new customers
- 7-day click ROAS 3.0
- ≈ $2.50 per extra dollar
- google · brand$0
Brand already has 96% of possible impressions: more budget would buy nothing there.
Attributed ROAS 9.2. These searches follow Meta prospecting: during the August break, when it dropped 20%, Brand impressions fell 14% two to three weeks later. Part of its sales would have happened anyway; a regional test would say how much.
- impression share 96%
- Aug: Meta −20% → Brand −14%
- meta · catalog−$9,700
Catalog already funds the scaling plan, so it gets nothing more.
When its budget dropped 15% from September 21 to 27, Shopify sales did not move. The Oct 19 plan takes $9,700 a month from it for prospecting.
- ≈ 40% of Meta spend
- −15% with no effect on Shopify
- tiktok · launchFebruary
TikTok waits for two fixes: economics and creative pace.
Before a new platform, Neo checks that the brand is ready, criterion by criterion. Two need work: economics, at 1.3 over 180 days, below 2; and creative, 3 to 5 concepts to test with 3 to 5 videos each, without starving Meta. The launch will be judged on the store’s new customers and on brand searches, never on 7-day click alone.
- economics · needs work
- creative · needs work
- first read at 4–6 weeks
- day-90 gate
Marginal reads are estimates, drawn from past raises and cuts. Both stay above the break-even ROAS, 2.4; an incrementality test would replace them with a measurement.
missing inputsThe economics section has no CAC allowance for sale periods yet. Your November weighs 1.1 times October; before a large sale, the method’s reference is about 2 times. The Black Friday plan will set that level with you.
proposed decisions
- 01
Raise non-brand Google Shopping by $6,500 over November, in 20% steps.
rule The next dollar goes where extra spend brings in the most new-customer revenue; a campaign losing impressions to budget comes first.
from Oct 26 · 3-day reads · lost share < 15% - 02
Add $5,500 to Meta prospecting, on the ad sets of the scaling plan.
rule A platform that creates demand often shows a lower ROAS than the one that harvests it: never judge it on its attributed ROAS alone.
check Nov 16 · nCAC ≤ $71 · new customers - 03
Put November’s money into the weeks before Black Friday.
rule Demand is built before the sale: fund the weeks leading up to it, then, during the sale, let budget follow contribution read on 3-day rolling windows.
Nov 2 to 26 · Black Friday plan on Oct 27 - 04
Leave the Brand campaign at its budget, and test it in January, in areas separate from the Meta test.
rule Brand search harvests demand created elsewhere; only a test says what it adds.
test Jan 11 to 31 · test plans on Oct 21 - 05
Push the TikTok launch past the Meta test, and after two fixes.
rule A new platform waits for economics of at least 2 and a team that can keep 3 to 5 concepts in test. A launch in the middle of a sale would be hard to read.
launch plan on Oct 22 · launch Feb 22 · day-90 gate in late May
Saved in Docs · Maison Lune · 10/20/2026 · plan exported to Google Sheets
- Open the plan in Google Sheets
- Prepare the Black Friday plan
how Neo gets there
The store as the reference, then what the next dollar brings.
- data
Store sales as the common reference.
Neo reads Shopify live: sales, new customers and their revenue, source channel by UTM. Meta is read live, Google Ads and TikTok Ads are synced several times a day. Each platform’s conversions stay in their own column, never added together.
- skill · business_review
Acquisition MER, nCAC, and the next dollar.
Acquisition MER divides new-customer revenue by total spend; nCAC always sits next to the number of new customers. Every month, Neo sets spend against the efficiency of the months before and estimates where the next 10% should go, or come from.
- skill · channel_launch
A new platform, criterion by criterion.
Economics, data, tracking, catalog, creative pace and a budget to learn: each criterion is ready, needs work or blocking. A launch gets a first read after 4 to 6 weeks, then a gate at day 90, on the store’s new customers.
A plan by platform and by week, then the business review every month.
The answer lands in the chat. The plan goes to Google Sheets, week by week; the monthly business review runs the estimate again on the closed month.
Explore Docs →docs · google sheets
The plan, platform by platform and week by week.
Amounts, steps and check dates, in a file your team can edit.
boards
The “Budget and MER” board.
Spend, acquisition MER and nCAC by week, next to each platform’s spend.
tasks · gmail
The business review, on the 2nd or 3rd of the month.
The closed month, the next dollar and up to three points for the founders, in your inbox.
chat
Scenarios, on demand.
“What about 20% more?” Neo runs the estimate again with the same rules.
go further
More use cases, and the product pages behind them.
questions
What people ask us about reallocation.
Why judge channels on store sales?
Each ad platform counts the sales it touched, with its own attribution: added up, they often exceed actual sales. The store counts each order once. Neo shows platform ROAS for reference, and decides on sales and new customers.
Is the next dollar a forecast?
It is an estimate, and Neo labels it that way: it reads what each past raise or cut brought in new-customer revenue. When an incrementality test exists for a platform, Neo applies its result instead.
Does Neo move the budget itself?
Neo reads, analyzes and proposes. It has no write access to your ad accounts: the plan gives the amounts and the steps, your team applies them, and Neo checks the result on the planned dates.
What if no store is connected?
The business review is anchored on the store: without it, Neo says so and offers one review per platform, each in its own attribution window. Without a store, there is no MER, no acquisition MER and no nCAC.
When should we launch a new platform?
When a new customer’s gross profit is at least twice their acquisition cost, tracking counts each order once, and the team can produce 3 to 5 concepts without starving the existing channel. Neo checks each criterion, then follows the first 90 days, every Monday.
Plan your next budget with Neo.
Book a demo: we connect your accounts and your store, and Neo estimates in front of you where next month’s next dollar should go.