Fictional example
A month with Vera
What a month with Vera looks like.
This month comes from a fictional training brand that Merchient uses for testing: nothing on this page is real.
Value report · October 2026
In one line
Protected $356.75 (estimated $356.75) and made $0 (nothing) so far in October 2026; 6 things caught, 6 waiting for the founder’s decision; no decisions recorded.
Protected and made
Every figure carries its grade.
| Figure | Measured | Estimated | Claimed | Total |
|---|---|---|---|---|
| Protected | $0 | $356.75 | $0 | $356.75 |
| Made | $0 | $0 | $0 | $0 |
- Measured
- Counted from the store’s or the platform’s own numbers.
- Estimated
- Worked out from a model of what would have happened, with the method on record.
- Claimed
- Someone’s word, not yet checked against numbers.
- Totals
- A total mixes grades only in this table; each line below carries its own.
The line behind the figure
13 October 2026: protected $356.75 (estimated), projected. That is what pausing ad TB-AD-004 protects per 30 days at the current run rate, with an allowance for refunds; not yet acted on. It rests on this: ad TB-AD-004 (the greens 3-pack) looks good on Meta-reported ROAS of 2.91, but loses $356.75 after costs over 30 days with the expected-refund allowance ($172.27 lost on refunds recorded so far).
What was caught
Six things caught.
Some of this month’s checks go beyond ad claims: discount codes, ad profit and stock. What the founding offer includes is set out in our terms of service.
Customer (3)
Email “Still thinking it over?” (the live Welcome series flow) promises 25% off with code SUMMER25, but the store’s discount SUMMER25 expired on 31 August 2026.
Waiting for a decision Loss: no amount yet (estimated)
Email “A first look at Black Friday” (a draft campaign) promises 30% off with code BF30, but the store has no discount BF30. Its active discounts are GREENS15, 15% off, and SUB10, 10% off.
Open Loss: no amount yet (estimated)
Email “Come back for 20% off” (a draft Win-back flow email) promises 20% off with code COMEBACK20, but the store has no discount COMEBACK20. Its active discounts are GREENS15, 15% off, and SUB10, 10% off.
Open Loss: no amount yet (estimated)
Money (1)
Ad TB-AD-004 (the greens 3-pack) looks good on Meta-reported ROAS of 2.91, but loses $356.75 after costs over 30 days with the expected-refund allowance ($172.27 lost on refunds recorded so far).
Waiting for a decision Loss: $356.75 after costs over 30 days, with the expected-refund allowance (estimated)
Operations (1)
Ad TB-AD-002 (the magnesium night capsules) keeps spending on TB-MAG, which has about 21 days of stock left against a 28-day restock lead time.
Waiting for a decision Loss: $75 of spend into the stock-out (estimated)
Store (1)
Ad TB-AD-003 promises 32% off with code GREENS15, but the page it links to shows “Save 15% on your first order with code GREENS15.” and the store’s discount GREENS15 gives 15% off, not 32% off.
Waiting for a decision Loss: $420 of spend at risk (estimated)
Waiting for the founder
What waits for a decision.
Decisions: No decision was recorded this month; 6 items are waiting for one. Morning notes were written on 1 day this month.
Method
Every figure comes from the brand’s brain: the ledger, where each figure is one graded line resting on a caught item and its evidence, and the history of decisions and outcomes. Nothing here was written or estimated by a language model, and the brain’s own runs this month cost $0 in model calls. Rule book in force: the training brand’s rule book v0 (fictional).
Talk it through with us.
Twenty minutes, on your ads and what Vera would watch for you.
Or write to hello@merchient.com