System file Greenlight
The system that runs the portfolio.
Nothing on this page is for sale on its own. Greenlight is the infrastructure under everything I do sell, documented so you can judge the machinery before you trust it with your brand.
01 Eight signals
What it reads before I do.
All ten brands, before 06:00. Each platform tells a flattering version of yesterday; Greenlight scores the version Shopify, the ad accounts and the email platform can all agree on.
MER
For every dollar spent on ads, how many came back. Measured against the bank account rather than the platform's scorecard of itself.
Revenue velocity
Accelerating, holding or decelerating across 7, 14 and 30 days. Velocity says whether next week is a problem before next week arrives.
Add-to-cart ratio
The leading indicator. It moves before revenue does, so a funnel or traffic-quality problem shows up here first.
Audience saturation
The same ads hitting the same people too many times. Saturation kills performance before ROAS admits it.
Impression share loss
On Google, how much of the available market you're missing, and whether that's budget or bid structure.
Creative fatigue
Which ads are declining, flagged early enough to refresh on schedule instead of in a panic.
Channel attribution
How Meta, Google and Klaviyo work together. The cross-channel picture none of them shows on its own.
Budget posture
Given MER and velocity, push, hold or pull back. The reasoning ships with the recommendation.
02 The verdict
Eight signals collapse into one honest colour.
Scale with a number attached
Healthy MER, positive velocity, no flags. The briefing says how much to scale and where to put it.
Hold and investigate
Mixed signals. Something is shifting, like saturation creeping up or velocity flattening out. Hold spend, investigate the flagged signal, act on the recommendation.
Pull back and fix
MER declining, velocity negative or a critical flag. Pull back, diagnose, fix before scaling. The briefing names what broke and what to do about it.
03 The 06:00 briefing
A verdict, the numbers behind it, and what changed.
One verdict with a one-line why, the five numbers that matter, what moved since yesterday and whether you should care, and recommendations specific enough to act on. More “pause the primary creative, CTR is down 23% over five days, rotate the lifestyle variant” than “consider optimising your campaigns”. The whole thing reads in under two minutes.
Greenlight is why 14+ brands get the attention of one obsessive operator instead of one-tenth of an agency. The site you're on is part of the same system.
Want this layer on your own brand? It ships as the Intelligence Retainer: the daily briefing, the guardrail agents and the cross-channel synthesis, $2,000 a month, included in the top two retainer tiers.