Ad Agency · Retail measurement
Smile Spirits — Retail Measurement Hub
Ad Agency visual report for store-proximity Meta work. No online sales. Primary fences only. Calendar + tracking in one place.
Retail-only
treasure_valley
san_diego_nc
A–F · H–I approved
G hard kill
Week 1 from Mon 28 Sep 2026 AEST
i
Primary destination: Find Near You only — no Purchase events.
Gate after ≥$150 spend or 3 live days vs account 14-day median for the same locator objective.
Win ≥1.2× · Loss <0.85×. Brand lift is secondary.
▶
New: Video Review Dashboard ·
A /
B /
C /
E /
F
— internal CDN players + CS brief + Ad Agency comments (not Meta go-live). B/C/E/F awaiting Video Bot cuts.
Store / locator
Page views + Find Near You
LocatorPageView · FindStoreClick
Directions
GetDirections clicks
Outbound to stockist
In-store
QR scans + POS promo
Cluster-encoded codes
Proof
Regional foot uplift
Secondary proof signal
Geo fences
Primary (spend here)
TV
treasure_valley
— Boise metro ~105 pins · Albertsons / Stinker / Ridley’s OK in-TV
SD
san_diego_nc
— San Diego / North County ~102 pins · Keg N Bottle + independents
Secondary later (separate ad sets)
Save Mart city clusters only — not one statewide CA fence
×
Do not claim: WinCo · Maverik · Jacksons (0 locator pins). LASA / Platinum until official winners list.
Shared capture stack
Destination: Find Near You only
UTM: utm_source=meta&utm_medium=paid&utm_campaign=ss_<angle>&utm_content=<cluster>
QR: QR-SS-<ANGLE>-TV / QR-SS-<ANGLE>-SD (encodes cluster)
POS: SMILE<ANGLE>-TV / SMILE<ANGLE>-SD
Events: LocatorPageView · FindStoreClick · GetDirections · no Purchase
Tools needed (not connecting yet)
Meta geo / offline conversions · locator analytics · location QR · POS promo redemption · optional foot-traffic · GA4 · Pixel for locator/directions
| Angle |
Campaign |
Clusters |
Primary metric |
Status |
| A Seltzer switch |
ss_a_seltzer |
TV + SD (+ SM fences only for Save Mart line) |
Locator / directions + QR + POS |
PASS |
| B Pineapple / vacation |
ss_b_pineapple |
SD primary · TV secondary |
Locator / directions |
PASS |
| C Zero hassle |
ss_c_locator |
TV + SD |
Locator + outbound stockist clicks |
PASS |
| D Balanced 7% |
ss_d_balanced |
TV + SD |
FAQ → locator |
PASS |
| E Spicy Mule |
ss_e_mule |
TV + SD |
Flavor → Find Near You |
PASS |
| F SD sports |
ss_f_sports |
SD only |
Geo locator + location QR · foot uplift secondary |
PASS |
| G Awards / Platinum |
— |
— |
— |
HARD KILL |
| H Occasion ladder |
ss_h_occasion |
TV + SD · utm_content=daypart_cluster |
Daypart × cluster locator |
PASS |
| I Clean / label |
ss_i_clean |
TV + SD |
FAQ → locator + first in-store QR |
PASS |
!
Dense week-by-week plan lives on calendar.html (Content Strategist).
Shell below is the Measurement overview only. Each ad set = one cluster. Localise retailer lines per fence.
21+ · Drink Responsibly on every asset.
| Week |
treasure_valley |
san_diego_nc |
Test note |
W1
28 Sep – 4 Oct |
A · C · D |
A · B · F |
Learning: locator CTR + directions; hold SM cities |
W2
5 – 11 Oct |
E · H · I |
E · H · C |
Rotate winners; kill <0.85× after gate |
W3
12 – 18 Oct |
Scale A/C winners · add I |
Scale B/F winners · add D |
Introduce QR/POS offers once codes confirmed |
W4
19 – 25 Oct |
Best 2 angles + H dayparts |
Best 2 angles + H dayparts |
Optional SM city pilot only if pins + creative ready |
STUB
Store-page visits
—
Meta + GA4 locator page views — wire after Pixel
STUB
Find Near You / directions
—
FindStoreClick · GetDirections
STUB
Location QR scans
—
QR-SS-<ANGLE>-TV/SD
STUB
In-store promo + foot traffic
—
POS SMILE* + regional uplift feed
Stockists (Research, LIVE map data): 386 pins · treasure_valley ~105 · san_diego_nc ~102 · Save Mart city clusters deferred (secondary).
386-pin stockist map + retail A–F / H–I (G HARD KILL)
Review-passed concept board (treasure_valley + san_diego_nc)
Dashboard · TEST-A live · B/C/E/F placeholders awaiting cuts
Content Strategist 30-day calendar + tracking (A–F / H–I)
Content Strategist approved A/B/E VO + shot lists for Video Bot
Angle A cocktail test asset