Greenlight

Greenlight—Daily Campaign Intelligence

The money you made is in your bank. The money you spent on ads is debited. Everything starts from there.

MER-first philosophy

Marketing Efficiency Ratio is total revenue divided by total ad spend. Bank account math. No attribution modelling, no platform self-reporting, no overlap. The number is real because the money is real.

I don't lead with ROAS because ROAS is platform-reported. Meta tells you what Meta thinks it did. Google tells you what Google thinks it did. Both claim credit for the same sale. When you add their numbers together, you get a fantasy—a world where your marketing is twice as effective as your bank account suggests.

Greenlight starts with MER because if the foundation metric is inflated, every decision built on top of it is wrong. You can't make good spending decisions with bad numbers.

What Greenlight monitors—the signal stack

Eight signals, monitored daily. Each one tells a different part of the story—together they give you the full picture.

MER (Marketing Efficiency Ratio)
For every dollar you spend on ads, how many dollars come back? Not what Meta claims—what your bank account confirms.
Revenue velocity
Is revenue accelerating, holding, or decelerating? Not just today vs yesterday—the trend across 7, 14, 30 days. Velocity tells you whether next week is going to be a problem or an opportunity.
Add to cart ratio
What percentage of sessions result in an add-to-cart? This is your leading indicator—it moves before revenue does. When ATC drops, something changed in your funnel or your traffic quality.
Audience saturation
Are you showing the same ads to the same people too many times? Saturation kills performance before ROAS shows it.
Impression share loss
On Google, how much of your available market are you missing? Lost impression share is money left on the table—or a sign your bids need restructuring.
Creative fatigue
Which ads are declining in performance? Greenlight flags fatigue before it tanks your results, so you can refresh proactively instead of reactively.
Channel revenue attribution
How are Meta, Google, and Klaviyo working together? Not in isolation—symbiotic. Greenlight pieces together the cross-channel picture so you see what's actually driving growth.
Budget recommendations
Based on current MER and velocity, should you be spending more, holding, or pulling back? Greenlight gives you the recommendation with the reasoning.

The traffic light system

Every morning, Greenlight gives your brand a signal—green, amber, or red. A quantified verdict based on your actual numbers.

GREEN
MER is healthy, velocity is positive, no saturation or fatigue flags. The system tells you how much to increase and where to put it.
AMBER
Mixed signals. MER is acceptable but something is shifting—rising saturation, creative fatigue starting, velocity flattening. Hold current spend, investigate the flagged signals, act on recommendations.
RED
MER is declining, velocity negative, or critical signals flagged. Pull back spend, diagnose the problem, fix before scaling. The system tells you what broke and what to do about it.

That's what "getting the greenlight" means. Not permission from an account manager. Not a thumbs-up in a monthly meeting. A daily, quantified signal that tells you whether it's safe to push harder or time to pull back.

The morning briefing—what you actually receive

Your Greenlight briefing arrives every morning with everything you need to make decisions—and nothing you don't.

1
Signal verdict
Green, amber, or red, with a one-line explanation of why.
2
Key numbers
MER, revenue, ad spend, velocity, add-to-cart ratio. The numbers that matter, not a 40-page dashboard.
3
What changed since yesterday
And whether it matters. Not every fluctuation is a signal. Greenlight separates noise from genuine shifts.
4
Recommendations
Specific, actionable, prioritised. Not "consider optimising your campaigns." More like "Meta Campaign X shows fatigue on the primary creative—CTR down 23% over 5 days. Recommend pausing and rotating in the lifestyle variant."

For Strategic Partner tier: Missions are auto-generated from the signals. Creative fatigue detected? A refresh Mission is already queued. Segment shift identified? A flow update Mission is in progress. The briefing shows you what the system has already started doing.

Greenlight feeds everything

Greenlight is the engine that makes the overnight system intelligent. It's not a dashboard you check—it's the decision layer that powers everything else.

  • The morning briefing that arrives in your inbox every day
  • The Mission generation engine at the Strategic Partner tier
  • The nightly RFM segmentation that keeps your Klaviyo segments fresh
  • The budget recommendations that tell you when to push and when to pull back

Every tier gets the intelligence. The difference is what happens next.

See how the overnight system works →

See what Greenlight sees for your brand

Book a 20-minute call. I'll connect your data and show you your first signal verdict.

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