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Add spend only in the strong zone, in steps of 20% or less. Hold 3 to 4 days between moves. A new ad or turning one off counts as a move. MER naturally slides as spend grows. If overall MER drops below 2.5, stop climbing and let new creative catch up.
MER here uses Shopify net sales, pulled automatically every Monday. Overall MER = net sales ÷ Meta spend. New-customer MER = new-customer net sales ÷ Meta spend. Break-even is about 1.4.
AI tools are business overhead tracked separately from NK weekly profit. NK profit = (Shopify revenue × 76.2% gross margin) minus Meta spend, Shopify ($75/wk), and Klaviyo ($32.50/wk).
Reimbursement covers what hit the card this week running NK — COGS, Meta, Shopify, Klaviyo — calculated automatically as Shopify revenue minus NK profit. It's a hard cost, not a choice. Family allocation transfers from business checking to joint savings. What's left of NK profit + side income (after family) splits 25/75: tax + operating buffer vs. additional debt paydown on the Chase card. Total to the card each week = reimbursement + additional payment.