use case · make the call
Neo tells you when to launch a new platform, which one, and how to judge it.
Before the first dollar, Neo checks that the brand is ready, criterion by criterion: economics, data, tracking, catalog, creative pace, budget to learn. Then it writes the first 90 days, phase by phase, with gates judged on your store’s new customers.
4,000 advertisers and agencies already use Creaboost.
Ready, needs work or blocking: each criterion, with its evidence and its fix.
Maison Lune pushed TikTok past Black Friday. Camille asks for the launch plan, and the date the brand will be ready.
Put together the TikTok launch plan. When will we be ready?
Camille Durand · Thu, Oct 22 · 10:15
Neo · 10:49
- Shopify · live · 12 months, new customers, UTM
- Meta · live · 30 creatives read
- Google Ads · 09:50 sync
- memory · economics of Oct 14, concepts, personas
- TikTok · not connected
plan of Oct 22 by channel_launch · TikTok Ads · target launch Feb 22 · phase 0, readiness · $9,700 a month at steady state · economics of Oct 14
Verdict: launch after two fixes. TikTok on Feb 22, three concepts, a $5,900 test budget.
Meta’s next dollar brings in about $2.50, close to the 2.4 break-even: a new platform makes sense. TikTok creates demand, with videos and creators; part of its effect will show in brand searches and on Meta. The launch waits for the Meta test to end on Feb 7, so each read stays clean. The main risk: judging TikTok on 7-day click alone.
- gross profit ÷ nCAC
- 1.3
- over 180 days · threshold 2 · 0.8 on first order
- test budget
- $5,900
- 3 concepts · 21 days
- expected CPA
- $51–65
- assumption · Meta on 7-day click
- steady state
- $9,700
- a month · ≈ 10 new ads
role in the mixTikTok creates demand, next to Meta, which creates it too, and Google, which captures it. One platform at a time, so its effect can be read against the store.
readiness · criterion by criterion
- economicsneeds work
A new customer brings in 1.3 times what they cost over 180 days; it takes 2.
Either nCAC drops toward $48, or gross profit over 180 days rises toward $142, or a bit of both. The first-order basket and the three-pack are being worked on with the founders.
- 0.8 · first order
- 1.3 · 180 days
- founders
- creative paceneeds work
Three concepts of four videos at launch, then about ten new ads a month.
One new ad a month for every $1,000 of spend. The team cannot keep that pace without taking from Meta: two creators to bring on, on concepts that already win.
- 3 × 4 videos
- ≈ 10 ads a month
- 2 creators
- dataready
The figures have been read correctly since the Oct 15 audit.
France moved to 7-day click, and your customers are excluded from Advantage+. The gap between the platforms and the store is tracked every week.
- trackingready
TikTok pixel and Events API send each purchase once, with its value.
To check again at setup with a test order, counted once in TikTok and in the store. Without that, no spend.
- catalogready
The catalog is synced with stock.
Catalog ads come later, as a capped bottom-funnel layer; they never open a channel.
- budget to learnready
$5,900 over 21 days, without touching Meta’s winners.
Per concept per day: about 30 purchases × $65 ÷ 21 days, or $93. The expected CPA is taken high, so the test doesn’t end before it can be read.
Starting structure: one testing campaign, one ad group per concept, broad targeting, customers excluded, 7-day click. Pangle off if it spends at a weak conversion rate; Spark Ads with the creators, authorization dates tracked.
missing inputsTikTok is not connected yet: the connection link is waiting for you. The expected CPA is an assumption, taken from Meta’s 7-day click CPA and sized high; the test’s figures will replace it.
phases and gates
- 01
Phase 0 · readiness, until Feb 15.
go if no criterion is blocking and economics reaches 2 over 180 days. Otherwise, the launch date moves, and Neo says why.
gate Feb 15 · founders - 02
Phase 1 · setup, Feb 15 to 22.
go if a test order is counted once, customers are excluded and the test budget is funded. The baseline is frozen before the first dollar: new customers, acquisition MER and nCAC over the previous 8 weeks.
gate Feb 22 · media buyer - 03
Phase 2 · learning, weeks 1 to 4.
go if each concept has spent its budget, read over at least 5 days. A concept below target gets new hooks before it is given up.
until Mar 21 - 04
Phase 3 · first read, weeks 4 to 6.
go if one concept holds target CPA with enough purchases to read, and the store counts more new customers than the baseline. TikTok is never stopped on 7-day click alone.
verdict between Mar 22 and Apr 5 - 05
Phase 4 · scale or stop, then the day-90 gate.
go if TikTok adds new customers at a marginal CAC under break-even, in +20% steps. It then moves to tiktok_pilot and joins the Monday reviews.
day-90 gate · Monday, May 24
Saved in Docs · Maison Lune · TikTok Ads launch plan · 10/22/2026 · launch date to add to the events section
- Open the full plan
- Check the launch every Monday until day 90
how Neo gets there
Economics first, the platform second, the store to judge.
- data
The store first, then each platform.
Neo reads Shopify live: new customers, their revenue, UTM and channel of origin. Meta is read live, Google Ads and TikTok Ads synced several times a day. A platform not connected yet? Neo sends you its connection link and plans from what you tell it.
- skill · channel_launch
Economics decide before the platform does.
Gross profit on the first order ÷ nCAC: under 1, the launch is blocked; 1 to 2, needs work; 2 to 3, ready. Test budget per concept = about 30 purchases × expected CPA ÷ 14 to 21 days. One platform at a time.
- memory · Maison Lune
Concepts that already win, adapted to the format.
The concepts and personas in memory give the first concepts to test, starting from Meta’s winners and why they won. Economics sets break-even and target CAC; events keep peak sales away from the launch.
A launch plan, then a check every Monday until day 90.
The plan is saved in Docs. Every Monday, Neo adds the launch against the plan at the top, with the gate’s verdict when it is due.
Explore Docs →docs
The launch plan.
Verdict, readiness, economics and targets, the platform chosen and why, starting structure, test budget, creative plan, phases and gates, measurement, hand-off.
tasks
The launch against the plan, every Monday.
Spend against the test budget, purchases and CPA per concept on 7-day click, new customers, acquisition MER and nCAC against the baseline, marginal CAC of the last step.
boards
The launch board.
New customers and acquisition MER by week, against total spend, with the launch date marked.
skills
The hand-off, at day 90.
The new platform’s structure map and metrics & funnel map, then its pilot for day-to-day decisions, and its place in the Monday reviews.
go further
More use cases, and the product pages behind them.
questions
What people ask us about new channels.
Which platform should we launch first?
For an e-commerce brand with no paid platform yet, Neo proposes Meta: it creates demand, and Neo’s other methods build on it. After that, Neo places each candidate by whether it creates demand or captures it, and recommends one at a time.
Why not judge TikTok on its ROAS?
Part of its effect shows elsewhere: brand searches, Meta and Google results. Neo reads the platform on 7-day click, then the store: new customers against the baseline frozen before launch. When the two disagree, the store wins.
Does Neo create the account and the campaigns?
Neo reads, analyzes and recommends. It has no write access to your ad accounts: the plan gives the structure, the budgets and the settings to turn off, your team sets them up, and Neo checks every Monday.
What about a Google launch?
The Merchant Center feed is the first lever: disapproved products fixed, titles that open with the words shoppers use. Shopping comes before Search for products that sell on looks. A Google launch is judged on non-brand only.
How much budget does a test need?
About 30 purchases per concept, at an expected CPA sized high, over 14 to 21 days, for 3 to 5 concepts. If the brand cannot fund it without touching its current channel’s winners, Neo tests fewer concepts or runs longer, and never shrinks the test below what it needs to be read.
Plan your next channel with Neo.
Book a demo: we connect your accounts and your store, and Neo checks in front of you whether your brand is ready for a new platform.