WHAT WE DID (2023-2024):
├── Broad targeting (everyone in Australia)
├── Engagement/Traffic objectives (not conversions)
├── Low frequency (1.83 - barely saw us twice)
├── No retargeting (wasted warm audiences)
├── No conversion tracking (flying blind)
└── RESULT: 88,309 people saw us once, forgot us, moved on

WHAT WE SHOULD HAVE DONE:
├── Narrow targeting (homeowner women 35-55)
├── Conversion objectives (optimize for purchases)
├── High frequency retargeting (7-10x for warm audiences)
├── Sequential messaging (awareness → consideration → conversion)
├── Full funnel tracking (ViewContent → AddToCart → Purchase)
└── RESULT: 10,000 perfect customers see us repeatedly until they buy

THE ARLEM BUYER PROFILE
══════════════════════════════════════════════════════════════

Demographics:
├── Gender: Female (94% of ad engagement, 100% of purchases)
├── Age: 35-55 (45-54 has HIGHEST CTR at 5.18%)
├── Location: Australian metro areas (Sydney, Melbourne, Brisbane)
├── Income: $100K+ household
├── Home: Homeowner, not renter
└── Life stage: Established, upgrading home, not first-time buyer

Psychographics:
├── Values: Quality over quantity, aesthetics matter
├── Follows: Interior designers, home styling accounts
├── Spends on: Home decor, bedding, furniture upgrades
├── Avoids: Cheap imports, fast furniture, disposable items
└── Decision style: Researches, compares, then commits

Digital Behavior:
├── Primary platform: Instagram (discovery)
├── Secondary: Google (validation search)
├── Buying trigger: Visual inspiration → "I need that"
├── Purchase timeline: 7-21 days from first contact
└── Cart abandonment: High (considers, returns later)

DAY 1: DISCOVERY
├── Scrolling Instagram, sees your Reel
├── Thought: "Oh that's pretty, what is that?"
├── Action: Clicks through, browses 30 seconds
├── Leaves without action (normal)
└── STATUS: Cold → Warm

DAY 2-4: CONSIDERATION
├── Sees retargeting ad showing the exact product
├── Thought: "Oh that thing again, I was looking at that"
├── Action: Clicks, reads product description, checks price
├── Adds to cart, then closes tab (life interrupts)
└── STATUS: Warm → Hot

DAY 5-7: EVALUATION
├── Sees testimonial ad with customer photo
├── Thought: "Real people actually buy this"
├── Action: Goes to Google, searches "arlem bedhead cushion review"
├── Finds your SEO content, validates decision
└── STATUS: Hot → Ready

DAY 7-14: DECISION POINT
├── Sees "limited stock" or "10% off expires tomorrow" ad
├── Thought: "I should just do it before I forget"
├── Action: Returns to cart, completes purchase
└── STATUS: Ready → Customer

WHAT KILLS THE SALE:
├── Day 2-4: No retargeting = she forgets you exist
├── Day 5-7: No social proof = she doubts the purchase
├── Day 7-14: No urgency = she procrastinates forever
└── Day 14+: You're gone from her memory

THE ARLEM AD FUNNEL
══════════════════════════════════════════════════════════════

                    ┌─────────────────────────────────────┐
                    │         COLD AUDIENCES              │
                    │   Lookalikes, Interest targeting    │
                    │        Budget: 40% of spend         │
                    └───────────────┬─────────────────────┘
                                    │
                         Clicks through
                                    │
                                    ▼
                    ┌─────────────────────────────────────┐
                    │       PIXEL FIRES: PageView         │
                    │      → Added to "Site Visitors"     │
                    └───────────────┬─────────────────────┘
                                    │
                         Views product
                                    │
                                    ▼
                    ┌─────────────────────────────────────┐
                    │     PIXEL FIRES: ViewContent        │
                    │    → Added to "Product Viewers"     │
                    │        Budget: 30% of spend         │
                    │    (Retargeting this audience)      │
                    └───────────────┬─────────────────────┘
                                    │
                          Adds to cart
                                    │
                                    ▼
                    ┌─────────────────────────────────────┐
                    │      PIXEL FIRES: AddToCart         │
                    │   → Added to "Cart Abandoners"      │
                    │        Budget: 20% of spend         │
                    │     (Aggressive retargeting)        │
                    └───────────────┬─────────────────────┘
                                    │
                         Completes purchase
                                    │
                                    ▼
                    ┌─────────────────────────────────────┐
                    │       PIXEL FIRES: Purchase         │
                    │     → Added to "Customers"          │
                    │        Budget: 10% of spend         │
                    │    (Exclude from acquisition)       │
                    │   (Use for Lookalike creation)      │
                    └─────────────────────────────────────┘

Meta Ads Manager Setup:
├── Location: Australia
├── Age: 35-55
├── Gender: Female
├── Detailed Targeting:
│   ├── Interests: Interior design, Home decoration, Bedroom
│   ├── Interests: Linen, Bedding, French country style
│   ├── Interests: Pinterest, Home styling
│   └── Behaviors: Homeowners
├── Exclude: Past purchasers, website visitors (180 days)
└── Estimated size: 800K-1.2M

Meta Ads Manager Setup:
├── Source: Website Visitors (all, 180 days)
├── Lookalike: 1% (closest match)
├── Location: Australia
├── Age: 35-55
├── Gender: Female
└── Estimated size: 200K-300K

Meta Ads Manager Setup:
├── Source: Upload email list (Klaviyo export)
├── Lookalike: 1%
├── Location: Australia
├── Age: 35-55
├── Gender: Female
└── Estimated size: 200K-300K

├── Custom Audience Type: Website
├── Event: PageView
├── Exclude: ViewContent event
├── Timeframe: 30 days
└── Purpose: Bring back window shoppers

├── Custom Audience Type: Website
├── Event: ViewContent
├── Exclude: AddToCart event
├── Timeframe: 14 days
└── Purpose: Show specific product they viewed

├── Custom Audience Type: Instagram account
├── Engagement: People who engaged with content
├── Timeframe: 90 days
├── Exclude: Website visitors
└── Purpose: Move social followers to website

├── Custom Audience Type: Website
├── Event: AddToCart
├── Exclude: Purchase event
├── Timeframe: 7 days
└── Purpose: MOST VALUABLE - aggressive retargeting

├── Custom Audience Type: Website
├── Event: InitiateCheckout
├── Exclude: Purchase event
├── Timeframe: 3 days
└── Purpose: HIGHEST INTENT - daily ads

CAMPAIGN: Arlem Prospecting 2026
├── Objective: Traffic (until 50+ purchases, then Conversions)
├── Budget: 40% of monthly spend
├── Optimization: Landing Page Views
│
├── AD SET 1: Interest Targeting
│   ├── Audience: Interest-Based Core
│   ├── Placement: Instagram Feed, Instagram Reels, Stories
│   └── ADS (rotate 3-4 creatives):
│       ├── Reel: "Transform your bedroom in 60 seconds"
│       ├── Reel: "What is a bedhead cushion?" (educational)
│       ├── Carousel: "5 ways to style your bedhead cushion"
│       └── Static: Lifestyle bedroom shot
│
├── AD SET 2: Lookalike - Visitors
│   ├── Audience: 1% Lookalike of Website Visitors
│   └── ADS: Same as Ad Set 1
│
└── AD SET 3: Lookalike - Email
    ├── Audience: 1% Lookalike of Email Subscribers
    └── ADS: Same as Ad Set 1

CAMPAIGN: Arlem Product Retargeting 2026
├── Objective: Traffic → Conversions (when data allows)
├── Budget: 30% of monthly spend
├── Optimization: ViewContent
│
├── AD SET 1: Site Visitors (General)
│   ├── Audience: Site visitors, exclude product viewers
│   ├── Frequency cap: 1 per day
│   └── ADS:
│       ├── Carousel: "Missed something? Here's our bestsellers"
│       ├── Static: Product grid with prices
│       └── Video: Customer unboxing/reaction
│
├── AD SET 2: Product Viewers (Specific)
│   ├── Audience: ViewContent, exclude AddToCart
│   ├── Frequency cap: 2 per day
│   └── ADS:
│       ├── Dynamic Product Ad: Shows exact product they viewed
│       ├── Static: "Still thinking about this?"
│       └── Carousel: Product + testimonials
│
└── AD SET 3: Instagram Engagers
    ├── Audience: IG engagers, exclude website visitors
    └── ADS:
        ├── "Thanks for the love! Here's 10% off your first order"
        └── "See why 1000+ Aussies love our bedhead cushions"

CAMPAIGN: Arlem Cart Recovery 2026
├── Objective: Conversions (Purchase)
├── Budget: 20% of monthly spend
├── Optimization: Purchase
│
├── AD SET 1: Cart Abandoners (48 hours)
│   ├── Audience: AddToCart, exclude Purchase, last 48 hours
│   ├── Frequency cap: 3 per day
│   └── ADS:
│       ├── "Your cushion is waiting! Complete your order"
│       ├── Customer review carousel
│       └── "Free shipping ends tonight" (if applicable)
│
├── AD SET 2: Cart Abandoners (3-7 days)
│   ├── Frequency cap: 2 per day
│   └── ADS:
│       ├── "Still on your mind? Here's 10% off: COMEBACK10"
│       ├── "Only 3 left in Natural - selling fast"
│       └── FAQ carousel addressing common concerns
│
└── AD SET 3: Checkout Abandoners
    ├── Audience: InitiateCheckout, exclude Purchase, last 72 hours
    ├── Frequency cap: 4 per day (AGGRESSIVE)
    └── ADS:
        ├── "You were SO close! Complete your order now"
        ├── "Payment issue? We're here to help"
        └── Direct founder message video

CAMPAIGN: Arlem Customer Retention 2026
├── Objective: Conversions (Purchase)
├── Budget: 10% of monthly spend
│
├── AD SET 1: Cross-sell (60-180 days post-purchase)
│   └── ADS:
│       ├── "Your bedroom refresh continues... matching pillowcases"
│       ├── "New arrival: Statement cushion with ruffled edge"
│       └── "Customers like you also loved..."
│
└── AD SET 2: Win-back (180+ days)
    └── ADS:
        ├── "We miss you! 15% off your next order"
        └── "New colors have dropped - see what's new"

HOOK FORMULA: [PATTERN INTERRUPT] + [CURIOSITY GAP] + [RELEVANCE]
══════════════════════════════════════════════════════════════

PATTERN INTERRUPT (stop the scroll):
├── Movement (hand reaching, product reveal)
├── Unexpected visual (messy bedroom → styled)
├── Text overlay with bold claim
├── Sound (satisfying unwrapping noise)
└── Face-to-camera direct address

CURIOSITY GAP (make them want more):
├── "I can't believe this works..."
├── "The one thing that transformed my bedroom..."
├── "Interior designers don't want you to know..."
├── "This $379 purchase saved me $2,000..."
└── "Stop scrolling if your bedroom looks boring"

RELEVANCE (make it about THEM):
├── "If you've been wanting to upgrade your bedroom..."
├── "For anyone who rents and can't have a bedhead..."
├── "Homeowners who want the expensive look..."
├── "If you're tired of your boring bedroom..."
└── "Australian women are obsessed with this..."

[VISUAL: Messy, plain bedroom]
[TEXT OVERLAY: "My bedroom looked like this..."]
[CUT TO: Same angle, styled with bedhead cushion]
[TEXT OVERLAY: "Until I found this"]
[VOICE: "If your bedroom feels boring, you need a bedhead cushion"]
[CUT TO: Product close-up]
[TEXT: "Link in bio - Arlem The Label"]

[FACE TO CAMERA]
"What even IS a bedhead cushion?"
[CUT TO: Product being placed on bed]
"It's this gorgeous cushion that sits behind your pillows"
[CUT TO: Before/after comparison]
"It makes your bed look styled in literally 5 seconds"
[CUT TO: Multiple colors]
"They come in linen, boucle, and now... statement styles"
[CUT TO: CTA]
"Link in bio if you want the expensive bedroom look"

[FACE TO CAMERA - Emily]
"I know you looked at our bedhead cushions..."
"Let me answer the questions you probably have:"
[CUT TO: Product]
"Yes, they're removable and washable"
"Yes, they fit standard bed frames"
"Yes, we ship free in Australia"
"And yes, they're actually THIS comfortable"
[CUT TO: CTA]
"Link in bio - I promise you won't regret it"

[EMILY, direct to camera]
"Hey, I noticed you added our cushion to your cart"
"I just wanted to personally say thank you for considering Arlem"
"I make these cushions by hand in Adelaide"
"If there's anything stopping you - a question, a concern - just DM me"
"I'm here to help. Link in bio to finish your order"

Results Expected:
├── Impressions: ~640,000
├── Reach: ~250,000 unique people (frequency 2.5x)
├── Clicks: ~27,000
├── Landing page views: ~8,000
├── AddToCart: ~240
├── Purchases: ~48
├── Revenue: ~$18,700
├── ROAS: 3.1x
└── Ad-attributed revenue: 15-20% of total

Results Expected:
├── Impressions: ~1.3 million
├── Reach: ~400,000 unique people
├── Clicks: ~54,000
├── Landing page views: ~16,000
├── AddToCart: ~480
├── Purchases: ~96
├── Revenue: ~$37,400
├── ROAS: 3.1x (may decrease at scale)
└── Ad-attributed revenue: 25-30% of total

MONTH 1-2: FOUNDATION ($300-400/month)
Goal: Fix tracking, test audiences, establish baselines

Success gates to proceed:
├── [ ] Full funnel tracking working
├── [ ] CTR maintained at 4%+
├── [ ] CPC under $0.30
├── [ ] At least 3 tracked conversions
└── [ ] Cost per AddToCart under $30

MONTH 3-4: VALIDATION ($500-750/month)
Goal: Prove ROAS with tracking, identify winning audiences

Success gates to proceed:
├── [ ] ROAS above 2.5x (tracked)
├── [ ] Cost per purchase under $60
├── [ ] Cart recovery rate above 10%
├── [ ] 10+ tracked purchases
└── [ ] Winning audience identified

MONTH 5-8: SCALE ($1,000-1,500/month)
Goal: Maximize profitable volume

Ongoing monitoring:
├── Weekly ROAS check (pause if <2x)
├── Frequency monitoring (refresh creative if >5)
├── A/B test new creative monthly
└── Scale winners by 20-30% at a time

DAY 0: Visitor lands on site
       └── Pixel fires PageView
       └── Added to "Website Visitors" audience

DAY 1-3: PRODUCT AWARENESS
├── Ad 1: Carousel showing products they might like
├── Ad 2: Reel showing product in styled room
├── Frequency: 1-2 impressions per day
└── Message: "Here's what you missed"

DAY 4-7: SOCIAL PROOF
├── Ad 3: Customer testimonial carousel
├── Ad 4: User-generated content compilation
├── Frequency: 1-2 impressions per day
└── Message: "See why others love it"

DAY 8-14: VALUE PROPOSITION
├── Ad 5: Quality/craftsmanship focus
├── Ad 6: Comparison to alternatives
├── Frequency: 1 impression per day
└── Message: "Worth the investment"

DAY 15-21: SOFT OFFER
├── Ad 7: Free shipping reminder
├── Ad 8: Limited stock messaging
├── Frequency: 1 impression per day
└── Message: "Don't miss out"

DAY 22-30: FINAL PUSH
├── Ad 9: 10% discount offer
├── Ad 10: Last chance messaging
├── Frequency: 1 impression per day
└── Message: "Your special offer expires soon"

TOTAL IMPRESSIONS: 30-45 over 30 days
EXPECTED CONVERSION: 2-5% of retargeted visitors

HOUR 1: Soft reminder
├── "You left something behind..."
└── No discount

HOUR 6: Social proof
├── "Join 50+ happy customers"
└── No discount

DAY 1: FAQ crusher
├── "Questions? We've got answers"
└── No discount

DAY 2: Urgency
├── "Low stock alert"
└── No discount

DAY 3: Founder connection
├── Video from Emily
└── No discount

DAY 5: Discount offer
├── "Here's 10% off to help you decide"
├── Code: COMEBACK10
└── 48-hour expiry

DAY 7: Final push
├── "Last chance: Your 10% off expires tonight"
└── Discount expires

FREQUENCY: Up to 4 impressions per day
EXPECTED RECOVERY RATE: 10-15% of cart abandoners

// components/analytics/facebook-pixel.tsx
'use client';

export function trackViewContent(product: {
  id: string;
  title: string;
  price: string;
  currency?: string;
}) {
  if (typeof window !== 'undefined' && (window as any).fbq) {
    (window as any).fbq('track', 'ViewContent', {
      content_name: product.title,
      content_ids: [product.id],
      content_type: 'product',
      value: parseFloat(product.price),
      currency: product.currency || 'AUD'
    });
  }
}

export function trackAddToCart(item: {
  id: string;
  name: string;
  price: string;
  quantity?: number;
}) {
  if (typeof window !== 'undefined' && (window as any).fbq) {
    (window as any).fbq('track', 'AddToCart', {
      content_name: item.name,
      content_ids: [item.id],
      content_type: 'product',
      value: parseFloat(item.price),
      currency: 'AUD',
      quantity: item.quantity || 1
    });
  }
}

export function trackInitiateCheckout(cart: {
  items: Array<{ id: string }>;
  total: string;
  itemCount: number;
}) {
  if (typeof window !== 'undefined' && (window as any).fbq) {
    (window as any).fbq('track', 'InitiateCheckout', {
      content_ids: cart.items.map((i) => i.id),
      content_type: 'product',
      value: parseFloat(cart.total),
      currency: 'AUD',
      num_items: cart.itemCount
    });
  }
}

WHEN TO PAUSE AN AD:
├── Spent >$20 with CTR <1.5%
├── Spent >$50 with CPC >$0.50
├── Frequency >5 (cold) or >12 (retargeting)
├── CTR dropped >30% vs first week
└── No conversions after 500 clicks

WHEN TO SCALE AN AD:
├── CTR >5% after 1,000 impressions
├── CPC <$0.20 after $30 spend
├── ROAS >3x after 5+ purchases
├── Consistent performance for 7+ days
└── Increase budget by 20-30% at a time

WHEN TO REFRESH CREATIVE:
├── Frequency >4 (audience has seen it enough)
├── CTR declined >20% week-over-week
├── Cost per result increased >30%
└── Every 4-6 weeks regardless (prevent fatigue)

?utm_source=facebook
&utm_medium=paid
&utm_campaign=[campaign-name]
&utm_content=[ad-name]

EVERY MONDAY:
├── [ ] Review last week's performance (spend, ROAS, CTR)
├── [ ] Pause underperforming ads (CTR <2%)
├── [ ] Check frequency (pause if >5 for cold, >10 for retargeting)
├── [ ] Review cart abandoner recovery rate
└── [ ] Update creative if needed

EVERY FRIDAY:
├── [ ] Check week's spend vs budget
├── [ ] Review best performing ads
├── [ ] Plan next week's creative needs
└── [ ] Check audience sizes (growing?)