ShopNow, a mid-size e-commerce marketplace, ran a 3-week paid acquisition test for a new back-to-school campaign across Meta, Google, and TikTok. The pilot used a $180,000 budget and targeted three customer segments: parents, college students, and teachers. You are the program manager responsible for recommending whether to keep the campaign running, scale it, narrow it to specific channels, or stop it before the full seasonal push begins in 4 weeks.
The VP of Growth wants to scale quickly if there is any sign of momentum because Q3 revenue is behind plan. The Finance Director wants tighter spend controls and will only approve another $500,000 if payback is clear within 60 days. The CRM lead is concerned the campaign is bringing in low-quality users who may hurt retention and email engagement. The Marketing Analytics manager owns attribution reporting and warns that conversion data is delayed by up to 5 days.
You have 10 business days to make a recommendation before media inventory prices rise by 18%. The full seasonal budget cap is $500,000, with no additional headcount. Engineering can support only one tracking fix before launch, and the current dashboard has partial attribution gaps for TikTok traffic. The campaign must hit at least a 2.5x ROAS forecast within 60 days to remain in the Q3 plan.