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Client setup

Lumen Athletics · 5 of 8 steps done
2 steps left, 1 of them with the client.

Onboarding

Five business days is the commitment. Half of it is usually spent waiting on the client, so each step says which side is holding it.

63%
complete
  1. Contract signed
  2. Brand kit and voice
  3. Ad accounts connectedWith the clientTikTok access was revoked on 6 Sep. Nobody has said why.
  4. Pages and profiles connected
  5. Conversion tracking verifiedWith usTikTok pixel is installed but has never fired — probably on the wrong page.
  6. Billing set up
  7. First month's strategy agreed
  8. Client users invitedWith usDoes not block go-live
  9. Go liveWith usDoes not block go-live

Connected accounts

A token expiring, a client revoking access, and a permission going missing are three different problems with three different fixes. Reporting all of them as “disconnected” sends someone to do the wrong thing twice.

3 blocking
  • MetaConnected

    Connected to Lumen Athletics — WL.

  • Google AdsExpiring soon

    Token expires in 11 days. Everything still works until then.

  • YouTubePermission missing

    The token is valid but a permission is missing: youtube.upload. Reads will keep working and the next publish will fail.

    Reconnect and grant the missing permission. The client has to be on the screen for this one.

  • TikTokAccess revokedQ2 next year

    Someone at the client removed our access. This was a deliberate act, not a lapse.

    Ask the client why before reconnecting, or it will happen again next week.

  • SnapchatNot connectedQ2 next year

    Never connected.

    Send the client the connection link. They authorise; we never handle their password.

  • LinkedInNot connectedNot in scope yet

    Never connected.

    Send the client the connection link. They authorise; we never handle their password.

  • XNot connectedNot in scope yet

    Never connected.

    Send the client the connection link. They authorise; we never handle their password.

Conversion tracking

The pacing rule pauses a campaign when conversions stop arriving. It can only do that if something is set up to produce them.

  • Meta pixelCounts "Purchase"412 / 24h
  • Google Ads tagCounts "purchase"188 / 24h
  • GA4Counts "purchase"604 / 24h
  • TikTok pixelNo primary event named0 / 24h

Meta · conversions objective

Measurable, and the conversion signal is healthy.

Meta · reach objective

Bought on delivery, not conversions. No conversion tag is required for this objective.

Brand voice

Written into the generation prompt, then checked again on the way out. Telling the model up front costs nothing; correcting it afterwards costs a paid attempt.

Do

  • +Say what the shoe does before why it matters
  • +Name the terrain, the distance or the weather
  • +Talk to someone who already runs

Never

  • −Motivational-poster language
  • −Comparisons to named competitors
  • −Superlatives we cannot evidence

Banned words

revolutionarygame-changerunbeatablemiraclebest in the world

A banned word blocks approval. It is the client’s rule, not ours to waive — the fix is to change the word.

Headlines
Sentence case
Emoji
Two at most
Headline length
40 characters

Link tagging

One convention, every link

Free-typed UTMs turn one source into “Facebook”, “facebook”, “FB” and “fb_paid” in the same report, and no amount of dashboard work fixes it afterwards — the data is already lost.

Autumn Drop 04 · Trail Runner 2 — Sand · Meta

https://lumenathletics.ae/trail-runner-2?utm_source=meta&utm_medium=paid-social&utm_campaign=autumn-drop-04&utm_content=trail-runner-2-sand

utm_source metautm_medium paid-socialutm_campaign autumn-drop-04utm_content trail-runner-2-sand