Monthly E-commerce Marketing Checklist

Anchor the month to a revenue number and a blended MER / ROAS target. Pull last month's actuals from Triple Whale or Shopify Analytics; account for seasonality vs. the same month last year. Founder signs off on the number before any channel-level budgets get cut.

Lock the month's promo windows: site-wide sales, BFCM lead-up, product launches, subscriber-only drops. Cross-check against Amazon Deals (Lightning, Best Deal, Prime exclusive) submission deadlines, which run weeks ahead of the live date.

Mark the month as peak (BFCM, holiday, gifting season, summer for outdoor brands) or as a major product/channel launch. This drives extra prep — landing pages, inventory air-freight backup, ad-budget escalation — that we skip in regular months.

Export last 28 days of Search Console queries with impressions but low CTR — those are your fast-win on-page optimizations. In GA4, segment landing-page conversion rate by query/category to find PDPs with traffic but a conversion gap.

Hand off briefs to the content writer with target keyword, search intent, internal links, and schema requirements. Every claim on a PDP — "clinically proven," "FDA registered," "organic" — needs substantiation in the file before it ships, or FTC exposure is real.

Run PageSpeed Insights on the top 10 revenue PDPs. LCP > 2.5s, INP > 200ms, or CLS > 0.1 on mobile means a Shopify theme app or third-party script is dragging conversion. Common culprit: a recently-installed reviews or pop-up app.

Schedule 6–10 campaigns across the month: promo, content, product spotlight, replenishment nudge, VIP-only. Suppress recent-purchasers from promo sends; segment SMS to opted-in subscribers only — TCPA exposure on a non-consented send is real.

Trigger each flow with a real test order. Confirm the abandoned-cart email respects current cart status — sending "you forgot something" after the order completed is the most common confused-customer ticket. Verify Postscript SMS flows aren't double-sending alongside Klaviyo.

Every campaign needs the physical postal address, a working unsubscribe link, and accurate sender identification. For SMS: confirm subscribers came through a TCPA-compliant double opt-in with the disclosure language Postscript or Attentive provides — not a checkbox tucked into checkout.

Queue the month's IG, TikTok, and Pinterest posts. Tag products via Shopping where eligible. Recycle top-performing UGC from Yotpo or Okendo with creator permission on file — never repost without it.

Send creators (managed in GRIN or Aspire) the brief, talking points, and required disclosures. Contract must require #ad or "paid partnership" tag on every sponsored post — FTC Endorsement Guides put the brand on the hook when an influencer omits it.

Audit each live sponsored post: disclosure must be above the fold (not buried in 30 hashtags), clearly labeled, and present on every platform the creator posted on. If a post is non-compliant, contact the creator for an immediate edit before the next FTC enforcement sweep.

Push 4–6 new creatives into the active ad set; let the algorithm rank them. Static + UGC video + carousel mix outperforms any single format. Retire creatives below 1.0 ROAS after 7 days of spend > 3x CPA.

Pull a 30-day search-term report. Negative-match queries above target ACoS with no conversions; harvest converters into exact-match campaigns. Watch TACoS, not just ACoS — TACoS rising while ACoS holds means organic is leaking.

Check asset-group conversion value and ROAS in the Google Ads UI. PMax tends to over-attribute branded search; segment with a brand-exclusion audience or a separate brand-only Search campaign to see incremental performance.

Pull blended ROAS for the month-to-date in Triple Whale or Northbeam against the target set on Day 1. If we're below target by more than 15%, trigger the reallocation step. If above, consider opening up daily caps on top-performing ad sets.

Export blended MER, channel ROAS, Amazon TACoS, CAC, and contribution margin for the month. Cross-check against Shopify gross sales and Amazon Seller Central — attribution platforms drift; reconcile to source-of-truth revenue.

Net revenue actual vs. the Day-1 goal. Decompose variance: was it traffic, conversion rate, AOV, or a channel-specific miss? Tag the dominant driver — that's what the next-month plan addresses.

One-page report: actual vs. goal, channel ROAS, top campaigns, biggest miss, and three learnings to carry forward. Attach the file so next month's planning step starts with last month's evidence open.