# NON - ClickUp Research Notes These notes summarise the three ClickUp tasks used to tighten the wording of the full report. ## NON — Tracking & Attribution Audit (Phase 0 gate) - Task ID: 86d2ux46p - URL: https://app.clickup.com/t/86d2ux46p - Status: preparing - Priority: urgent - Due: 4 May 2026 - Assignees: Andy Nguyen, Steve Aylward ### Brief Why Tracking is the gating dependency for every other piece of the NON audit and strategy. Every metric Josh shared in the kickoff (CVR, ROAS, CAC, LTV) is currently unreliable because of: Faire/Air Goods conversions polluting Shopify, Meta's known over-attribution, Klaviyo's inflated revenue, an unactioned Meta policy violation flag, and unconfirmed Pixel/CAPI dedup. Until this is signed off, the strategy is built on noise. This task is the Phase 0 deliverable - it precedes the first true performance review (~30 days after campaigns go live) and feeds the early/mid May setup/launch checkpoint. Scope Full cross-platform tracking validation across NON AU + NON US (UK out of scope this phase). Meta Pixel + CAPI Confirm Pixel + CAPI dedup rate (target >=90%) Investigate and resolve the open Meta policy violation Aaron flagged Validate event schema (PageView, ViewContent, AddToCart, InitiateCheckout, Purchase) firing on both client + server Confirm domain verification + iOS 14.5 priority order Cross-check Pixel events against Triple Whale Google Ads conversions Audit conversion actions (active, deduped, primary vs secondary) Confirm enhanced conversions match rate Validate import vs website-source conversions Cross-check Google's reported conversions against GA4 + Shopify GA4 + GTM Confirm GA4 properties exist for AU + US (separate or single property w/ data streams - flag the call) Validate key event schema: purchase, begin_checkout, add_to_cart, generate_lead Confirm GTM container publish state and version control Cross-domain / regional setup review Consent mode v2 status UTM hygiene across Cuttable, Klaviyo, affiliate links Google Search Console Confirm verified properties for ven.com.au and all NON regional domains Indexing coverage + sitemap health Flag the Food & Wine article backlink status (no-follow / pulled / 404) - Steve to investigate in parallel Shopify / commercial layer Isolate Faire + Airtight Goods conversions out of US Shopify CVR (currently inflating 2.3% figure) Validate Triple Whale historical attribution model Klaviyo + Instant AI revenue attribution audit (Klaviyo known to inflate; Instant likely conflicting with future strategy) Confirm true new-vs-returning split once marketplaces stripped out Deliverable Tracking-health report with severity-tagged findings, root causes, recommended fixes, owner per fix, and a sign-off note confirming campaigns are safe to launch. Findings to feed directly into the broader NON audit and strategy doc. Dependencies Shopify access (Steve invited to AU + US) Triple Whale access (internal lead invited to AU + US) Meta BM access Google Ads MCC access GA4 + GTM + GSC access Klaviyo + Instant access Cloudflare migration (currently GoDaddy - Steve actioning) Out of scope (this phase) UK tracking - handled in UK/AU consolidation phase later AI Sommelier event schema - separate task under Web Project Net-new GA4 events for the AI Somm - Steve owns Notes Precursor: 86d2rzzvw "Confirm GA4 + GTM access per NON market" (already on Andy) Flag-to-Andy: any finding that materially expands scope vs. the marketing retainer hours, or that requires client decisions on Pixel/account ownership, comes back to the internal lead and Andy before action. ## NON — Site & CRO audit (AU + US) - Task ID: 86d2ux7pv - URL: https://app.clickup.com/t/86d2ux7pv - Status: ready for work - Priority: high - Due: 11 May 2026 - Assignees: Andy Nguyen, Steve Aylward ### Brief Why AU CVR 1.19%, US CVR 2.3% (US inflated by Faire/Air Goods wholesale traffic). All Meta ads route to home page - likely 15-30% CVR opportunity from PDP/segment-specific routing (high confidence, standard benchmark). Aaron has built a one-page-scroller redesign on the existing template but hasn't pushed live for cash-flow reasons. Brand premiumisation is in scope (chefs, real ingredients, food pairing). Site needs to work for both DTC and offline-discovery (Whole Foods / Dan Murphy's shelf shoppers). Scope True CVR isolation: strip Faire + Airtight Goods from US Shopify number, rebaseline Page-level CVR: home, PDP, collection, cart, checkout AOV, add-to-cart rate, cart-to-checkout, checkout-to-purchase per region Mobile vs desktop CVR Add-to-cart friction audit (Aaron flagged "too many steps") PDP video and richer content scope Multi-LP / segment-routing opportunity (Gruns model - GLP-1, food-pairing, premium occasion) Page speed + Core Web Vitals Search-on-site behaviour Comparison of Aaron's draft redesign vs current - recommendation on which goes live and when Deliverable Findings doc with severity-tagged CVR leaks, prioritised CRO test backlog (effort vs. impact), and a recommendation on the Aaron-built template launch. Dependencies Shopify partner access (Steve actioning) Tracking audit signed off - Faire isolation fix is the gating item Brand guidelines + image library (Josh has shared) Flag-to-Andy Whether Aaron's redesign goes live before the consolidation phase or after - strategic call CRO test backlog scope vs. retainer - anything material gets an SOW conversation ## NON — Email/CRM audit (Klaviyo + Instant) - Task ID: 86d2ux7ug - URL: https://app.clickup.com/t/86d2ux7ug - Status: preparing - Priority: high - Due: 11 May 2026 - Assignees: Andy Nguyen, Steve Aylward ### Brief Why Klaviyo running but historically over-discounted ("too much discounting going on"). Instant AI is firing automated flows on top of Klaviyo - Aaron + Ben prefer human-led comms. Klaviyo revenue numbers known to be inflated. Open rate 42% (good), click rate 1.4% (below benchmark). 6,000 customers haven't reordered in 6 months. AU has 17,000 profiles but 7,000 suppressed. Scope Audit current flows (Welcome, Browse Abandon, Cart Abandon, Post-Purchase, Win-back) - performance, send logic, copy, design Instant AI overlap audit - what's it actually firing, attribution, and decision on whether to turn off Suppression list audit - why are 7,000 AU profiles suppressed? Lapsed-customer cohort: the 6,000 non-reorders - segmentation, RFM, recovery flow opportunity Database health: deliverability, sender reputation, list growth rate, unsubscribe rate Cross-check Klaviyo revenue claims against Triple Whale + Shopify SMS opportunity scoping (currently zero - Aaron flagged as gap) Discount strategy reset - current cadence vs. recommended Deliverable Email/CRM findings doc + recommended flow architecture + Instant AI on/off recommendation. Lapsed-customer winback campaign brief as a quick-cash deliverable for early May. Dependencies Klaviyo access Instant access (Josh to provide) Tracking audit signed off - attribution cross-checks Triple Whale access Skills client-reporting:klaviyo-edm Flag-to-Andy Instant AI off/on call - client preference is human-led; needs Aaron + Ben sign-off SMS scope - out of current retainer if added