Platform Access Checklist

Reporting Calendar

Critical Rules - Don't Mess This Up

• MRH Pixel Rules: MRH has 3 separate Meta pixels. Using the wrong one corrupts attribution data. See next slide for full details.
• Campaign Launch Requires Approval: Never launch a campaign without Megan signing off. Build paused, show Megan, get explicit go, then launch.
• NZ Campaigns: Pause at $80 Spend: NZ is a small market. If an NZ campaign hits $80 spend and performance is below target, pause it immediately.
• Don't Edit CY26 Paid Social Asset Mix: This is MRH's master creative planning document. You can view it and update colours but DO NOT change content, rearrange, or delete anything.
• Hacker - Report Meta Leads Only: Active CAPI duplication issue. Report Meta Leads metric only (not overall leads) to avoid double-counting.

Client Overview — MyRacehorse (MRH)

Client Overview — Hacker Kitchens

Client Overview — Australian Energy Systems (AES)

MRH - Pixel Rules (MEMORISE THIS)

MRH - Campaign Overview

MRH - Creative & Reporting

Hacker Kitchens - Campaign Overview

Hacker - Reporting & Notes

Important Notes

• CAPI Duplication Issue: Report Meta 'Leads' metric only (not overall leads) to avoid double-counting from Conversions API duplicating pixel events.
• Client Relationship: Hacker Australia = AU distributor (our client). Hacker Kitchens = German manufacturer. Keep this distinction clear.
• Geographic Strategy: Budget varies by showroom location based on business need. Melbourne gets highest budget, then Brisbane, then Perth.

AES - Campaign Overview

Platform Best Practices

• Meta Settings to ALWAYS Disable: Multi-Advertiser Ads, Flexible Media, Adding Overlays, Visual Touch-ups, Music, Image Animation, Site Links. These settings ruin creative quality and place ads next to competitors.
• Budget 20% Rule: NEVER increase budget by more than 20% every 2 days. Prevents disrupting learning phase. Calculate: Current lifetime budget x 1.2 = max next increase.
• Testing Rule - 3x CPA: Let new ads spend 3x the target CPA before turning off. Example: Target CPR $40 = let it spend $120 before making decisions. Exception: MRH - Megan knows account well enough to make calls earlier.
• Interest Targeting is Dead: Don't use interest targeting. Meta is moving away from this. Platform now favors AI-driven broad targeting with Advantage Plus. Use broad + exclusions instead.
• Cold vs Retargeting Separation: Keep audience pools separate - no overlap. Without exclusions, cold campaigns become retargeting campaigns. Meta always goes for low-hanging fruit if you let it.
• Creative Fatigue Signs: CPR/CPP rising significantly week-over-week. What was $30 CPR is now $80+. Turn off underperformers, rotate assets regularly.

Operational Workflows

• Daily Routine - Morning: 1. Check MRH Slack channel first (11am Melbourne = overnight for them). 2. Review MRH account performance from weekend/previous day. 3. Check urgent client emails via Missive. 4. Action underperforming MRH ads first. 5. Check other clients (Hacker, AES).
• Time Tracking in ClickUp: Always track time - this is a key performance metric Andy reviews. Track against specific tasks (Creative Management, Ad Setup, Budget Allocation). Add notes documenting what you did.
• Client Communication - Response Times: Slack: Check hourly during work hours. Email via Missive: 4 hours target (max next day). MRH usually responds within minutes - match their responsiveness.
• Reporting Process - MRH Weekly: Prepare Tuesday afternoon (VN time) for Wednesday morning review. Exception: Can do Wednesday morning if favorable data comes in overnight. Megan may ask for updates if numbers look better.
• Priority Order: Client work always comes first over internal projects. Priority: MyRacehorse > Hacker > Internal tasks. MRH gets priority because they're on the biggest retainer (40 hours/month vs 10-20 for others).
• Meta Automated Rules (Failsafe System): Registration campaigns: Turn off if spent >$60 in 3 days with 0 results, >$80 with <2 results, >$90 with <3 results. Purchase campaigns: Turn off if spent >$50 with <1 result, >$70 in 7 days with <3 results. Multiple rules act as failsafe.

Common Mistakes to Avoid

• Budget Disaster - Extend End Dates First: CRITICAL: Forgetting to extend campaign end date = biggest budget disaster. Campaign will spend entire monthly budget in remaining days. ALWAYS extend to last day of month (31st at 11:59pm) BEFORE adding budget.
• Meta Re-Enables Settings: Flexible Media often turns back on when duplicating ads. Image Enhancements can re-enable unexpectedly. ALWAYS double-check ALL settings after duplicating any ad. Check enhancements section multiple times.
• Pixel Issues: MRH had major pixel problems - why they have old + new pixel. Always verify correct pixel in campaign settings. Pixel issues cause creative fatigue to happen faster.
• Platform Bugs: Draft ads sometimes visible when they shouldn't be (UI bug). Platform can be slow/laggy - be patient. Automated rules sometimes don't fire on time (why tiered rules exist). Attribution can be delayed - check turned-off ads after 2-3 days.
• Not Asking Questions: Assuming instead of confirming. Better to ask 'stupid' question than make expensive mistake. Clients (especially MRH) are very responsive - use that.
• Changing Things Without Approval: Never alter budgets without client request. Don't launch major tests without documenting reasoning. Get buy-in on strategic changes. NEVER change client budgets without explicit permission.
• Reporting Without Context: Never just report numbers going down without explanation. Always include action steps/testing ongoing. Frame challenges as optimization opportunities. Don't be too technical - clients don't care about pixels and attribution windows.

Account IDs - Quick Lookup

Who to Contact

Questions or Need More Detail?