Monthly Lead Generation Checklist

Pull LCP, INP, and CLS from Google Search Console's Core Web Vitals report for the home, collection, and product templates. Anything in the 'Needs improvement' or 'Poor' bucket gets a ticket; LCP regressions on PDPs are the most common cause of mobile conversion drops after a theme update.

Place a real test order on iOS Safari and on Android Chrome. Confirm Shop Pay / Apple Pay / Google Pay buttons render, discount code field works, and address autofill doesn't break on apartment-number lines. Mobile checkout regressions after a 'small' CSS change are the single biggest silent revenue loss.

On the home page and top three landing pages, confirm there is one dominant CTA above the fold and it is reachable in one tap on a 375px viewport. Open Microsoft Clarity or Hotjar heatmaps and check that click density matches intent.

In GA4, segment landing-page sessions by source / medium and look at the gap between paid-social and organic-search conversion. Pick the worst-performing landing page with meaningful traffic as the priority for the next CRO test.

Export the last 28 days of Search Console queries filtered to product pages. Flag queries with 1,000+ impressions and CTR below 2% — these are usually title-tag or meta-description fixes that ship the same day.

Posts on page 2 of Google are the highest-leverage SEO work this month. Update intro, add internal links to the top three commercial collections, refresh stats, and republish with a new updated-date.

Validate Product, Offer, and Review schema in Google's Rich Results Test for any PDP touched in the last sprint. Yotpo and Judge.me both inject review schema — confirm only one is active to avoid duplicate-markup warnings.

Pick one gated asset for the month — buying guide, sizing guide, or recipe pack — that maps to a high-intent organic query. The asset funnels into the Klaviyo welcome series, so confirm the corresponding flow exists before promoting.

Pull submit rate and conversion rate by form in Klaviyo Forms (or Privy / Justuno). A submit rate under 2% on the entry pop-up usually means the offer is stale; rotate the discount or swap to a quiz-style capture.

Rebuild the 30/60/90-day engagement segments and confirm the sunset flow suppresses anyone who has not opened in 120 days. Sending to lapsed subscribers tanks deliverability — Gmail and Yahoo bulk-sender rules now penalize it directly.

Run a split on the email-1 subject of the welcome series. Hold the control for at least 48 hours of send volume before declaring a winner; small lists declared early give noisy results.

Confirm every SMS capture form (Postscript, Attentive, Klaviyo SMS) shows the required disclosure: program name, message frequency, 'Msg & data rates may apply,' and links to Terms and Privacy. The checkbox must be unchecked by default — pre-checked consent is the most common TCPA defect.

List each non-compliant capture point and the specific defect (missing disclosure language, pre-checked box, missing STOP/HELP keyword handling). Open a ticket per defect with the developer and pause SMS sends to the affected segment until fixed.

Pull blended MER (total revenue / total ad spend) from Triple Whale or Northbeam for the trailing 30 days versus the prior 30. Platform-reported ROAS will overstate Meta and Google by 30-60% post-iOS 14; blended MER is the only number that ties to the bank.

In Events Manager, check Event Match Quality on Purchase and InitiateCheckout. Below 7.0 means missing email, phone, or external_id parameters in the CAPI payload — fix at the Shopify pixel or the Triple Whale / Elevar bridge.

Identify any ad set above $500/day where the top creative has been live more than 21 days. Brief two new variants — UGC and static — and queue for launch with a 20% budget split off the winner.

In Google Ads, expand each PMax campaign to asset-group level and check the search-themes and audience-signals report. Brand-search cannibalization is the most common PMax leak — exclude brand terms via campaign-level negative-keyword list (now supported).

Pull Shopify gross sales for the month and compare against Triple Whale's reported revenue. A gap above 2% usually means a missing pixel install on a custom checkout extension or a duplicate event firing — investigate before the LTV math gets noisy.

For each acquisition channel, divide channel spend by new customers acquired and compare CAC against the trailing 90-day average. A channel where CAC is up more than 20% needs a deep dive before next month's budget is committed.

Book a 60-minute working session with the performance marketing specialist. Bring the cohort report by week, the creative-fatigue report, and the audience-overlap matrix — most CAC creep is one of those three.

Send the monthly summary to leadership: blended MER, CAC by channel, list growth, top three CRO learnings, and the priority experiment for next month. Attach the underlying spreadsheet so anyone can drill in without asking.