SAMPLE Northline Supply · demo-not-production · not a live client one book · invoice $98,500 · cash 4.19× · you keep the system

MDS proof exec + portal + files they keep · not the $5–8K memo

A system they keep. Not a close memo sold as MDS.

Same Northline book. Invoice $98,500 vs UI $99,950 · billed − UI −$1,450 (−1.5%) · cash 4.19×. Spend under sales. No competitor logos.

Northline Supply SAMPLE A. Chen · Operator seat 2 of 4 last in 27 Jul 09:14

Already signed in · not a password wall · you keep the seats

Signed spend

$98,500

invoice billed · finance denominator

Sales after returns

$412,400

Jul 1–27 · order-date grain

Cash vs BE vs target

4.19×

BE 2.86× @ 35% · target 4.00×

invoice−UI

−$1,450

−1.5% · Within 2%

Signed in

A. Chen

A. Chen · Operator · seat 2 of 4 · last in 27 Jul 09:14

Finance seat sees signed spend + contract. Media seat sees UI + platform ~4.8× labeled not-for-close. Operator seat sees Hold / Go + exceptions $1,400 / $480 / $1,200.

Signed-in portal · operator columns · same Northline book · SAMPLE · demo-not-production
Channel	Hold / Go	Exception
Meta	Hold	UI ahead of invoice −$1,650
Google	Go +10%	—
Microsoft	Investigate	Material −5.1%
Email	Protect	Marketplace $1,200
Exceptions	VAT $480 · missing $1,400	Residual +$670 · cash stays 4.19×

07-03 access
07-11 contract v1
07-18 desk v0
07-25 recon close
07-27 handoff

Files they keep: metric_contracts_v1.md · spend_recon_jul2026.csv · northline_desk.html · runbook.md · owner_transfer_checklist.md.

Inquire See packages

Shopify-only shops that just need sales next to spend: the $39 app is on /demo.

Custom Data Solutions $5–8K · $8–15K · $15–25K · you keep the system

Exact spend. Audited outcomes. A system finance will accept.

We build custom reporting when ads and finance still disagree. Platform spend, invoices, and sales or CRM stages get one written definition. You keep the system.

Custom data science they keep, for any company. Not only marketing. Marketing recon is one desk. Also exec + signed-in portal. Three SAMPLE desks, one Northline book.

Fixed-fee projects, $5–25K. Three packages: Spend & Sales Audit ($5–8K), Lead Gen reporting ($8–15K), and Advanced MDS ($15–25K). Written scope. Weekly check-ins on the larger builds.

Marty Smithson · Utah

Source of truth pipeline or Sheet · Jul 1–27 2026

Ads + invoices + CRM/cash → period join → desk

Sources

Ads + invoices + CRM/cash. SAMPLE Northline week.

Period join

Jul 1–27 2026 · America/Denver · same window on every file.

Desk

4.19× on $412,400 ÷ $98,500. You keep the system.

invoice CSV

grain: invoice line / vendor / channel

as-of: Jul 1–27 2026
staged spend

grain: channel (Meta, Google, Microsoft, Email)

as-of: Jul 1–27 2026
signed $98,500

grain: included invoices

as-of: Jul 1–27 2026 · UI $99,950 is not signed
desk 4.19×

grain: order-date · $412,400 ÷ $98,500

as-of: Jul 1–27 2026 · platform ~4.8× on the same $98,500

METRIC CONTRACT v1 name · numerator · denominator · grain · as-of · exclusions · owner

METRIC CONTRACT v1

Total ROAS = sales after returns ÷ media spend. Grain: order-date. As-of: Jul 1–27. Exclusions: no path credit. Signed spend = invoice $98,500 not UI $99,950.

METRIC CONTRACT v1 · Northline SAMPLE · America/Denver · Jul 1–27 2026. Identities in this table: $98,500 · $99,950 · 4.19× · ~4.8×.
Name	Numerator	Denominator	Grain	As-of	Exclusions	Owner
Total ROAS	sales after returns $412,400	media spend $98,500	order-date	Jul 1–27 2026	no path credit	finance
Signed spend	invoice billed $98,500	—	invoice line	Jul 1–27 2026	UI $99,950 is not signed spend	finance
spend_ui	Ads Manager UI $99,950	—	ads-manager date	Jul 1–27 2026	not the Total ROAS denominator	ads
sales_net	Shopify net after returns $412,400	—	order-date	Jul 1–27 2026	no path credit	finance
platform ROAS	platform-reported revenue $472,800	signed spend $98,500	platform claim	Jul 1–27 2026	not cash; ~4.8× on the same $98,500	ads

cash Total ROAS 4.19× = $412,400 ÷ $98,500. platform ROAS ~4.8× = $472,800 ÷ $98,500. Same signed spend. File: metric_contracts_v1.md.

One module · not the page invoice vs UI · tax / fee / timezone / credit timing

Marketing recon is one desk. Same $98,500.

Invoice vs Ads Manager is how we prove spend before the exec desk uses it. It is not the product. The product is the three desks and the files they keep. Uncheck Google. Included totals and the close memo rewrite. Cash stays 4.19× on $412,400 ÷ $98,500.

Invoice billed

$98,500

The only spend the close uses. Signed from Northline invoices for 1–27 Jul. Not the Ads Manager print.

Ads Manager UI

$99,950

What the platforms printed. Same period. Variance billed − UI = −$1,450 (−1.5%).

Net sales (returns adjusted) ÷ invoice billed, this period. That is the till metric. Platform ROAS uses the same spend and a different sales stack. It is not the close.

Yaniv’s rule: if a channel is more than 30% of billed spend, it must have a named owner and a written “why we keep it” — not a last-touch screenshot. Meta is 41.8% of $98,500. That is why Hold Meta is a written action, not a vibe.

Unmatched rows · do not force. Three rows in this SAMPLE book do not tie. We do not invent a join so the grid looks clean. They stay unmatched until a source or a human says otherwise.

Variance = billed − UI. Flag: |%| < 2% within 2% · 2–5% investigate · > 5% material. SSR SAMPLE.
In	Channel	Invoice	Ads Manager UI	$	%	Flag
	Meta	$41,200	$42,850	−$1,650	−4.0%	Investigate
	Google	$31,800	$31,120	+$680	+2.1%	Investigate
	Microsoft	$15,400	$16,180	−$780	−5.1%	Material
	Email	$10,100	$9,800	+$300	+3.0%	Investigate
Included		$98,500	$99,950	−$1,450	−1.5%	Within 2%

Billed total = Σ included invoices. UI total = Σ included Ads Manager. Variance = billed − UI.

Printable close memo · SAMPLE · not a live client

Close memo — Northline week

From: Marty Smithson · Utah
Re: Invoice vs Ads Manager UI + outcome ÷ spend · Jul 1–27 2026

Channel invoice vs UI · SAMPLE
Channel	Invoice	UI	$	%
Meta	$41,200	$42,850	−$1,650	−4.0%
Google	$31,800	$31,120	+$680	+2.1%
Microsoft	$15,400	$16,180	−$780	−5.1%
Email	$10,100	$9,800	+$300	+3.0%
Included	$98,500	$99,950	−$1,450	−1.5%

Outcome ÷ spend. Cash Total ROAS 4.19× = $412,400 ÷ $98,500. Platform ~4.8× = $472,800 ÷ $98,500. Same signed spend.

Hold / protect / shift. HOLD Meta scale (UI−invoice 4.0% > 3%). PROTECT Email SKU (marketplace residual on). SHIFT +10% Google (cash 4.19× ≥ 4.00× and recon 1.5% < 2%).

You keep this file. Redacted. Not a live client.

Exceptions uncheck marketplace · residual is not a ROAS

Unexplained $ is a reconciling line

residual = (billed − UI) + marketplace − VAT + missing_invoice. Default: −$1,450 + $1,200 − $480 + $1,400 = +$670.

Classify against billed − UI Marketplace $1,200 — UI coverage, not on this invoice VAT $480 — on invoice, not in UI (tax) Aug 11 missing invoice $1,400 — timezone / credit timing

Residual +$670 after classified exceptions. Timing / fees / coverage — not a new Total ROAS. Cash stays 4.19× on $412,400 ÷ $98,500.

Uncheck marketplace to drop its +$1,200. Cash identity does not move.
Line	Signed $
billed − UI (included channels)	−$1,450
Marketplace (UI coverage, not on this invoice)	+$1,200
VAT on invoice, not in Ads Manager	−$480
Aug 11 missing invoice (timezone / credit timing)	+$1,400
Residual unexplained	+$670

Allocation rules four if/then · toggle mix $ · not a mix-model product

Four SAMPLE if/then rules

Toggle on/off. Mix $ table rewrites. Cash 4.19× does not. CPQL seed $42,000 ÷ 186 = $226 vs target $250 is not a slice of $98,500.

Executable SAMPLE rules IF Meta UI−invoice > 3% THEN hold scale — $42,850 − $41,200 = $1,650 / $41,200 = 4.0% > 3%. IF cash ROAS ≥ 4.00× AND recon < 2% THEN +10% Google — 4.19× and −1.5%. IF marketplace residual on THEN do not spend-optimize that SKU — Email stays $10,100. IF CPQL > target THEN cut worst CRM-qualified channel — $226 ≤ $250, rule does not fire. Same seed as /lead-gen-desk. Opt-in to see a $2,000 Microsoft cut. Not an invoice on $98,500.

Not a mix-model product. SSR default: CPQL cut off ($226 ≤ target $250). Mix Σ $98,500. Cash stays 4.19× = $412,400 ÷ $98,500.
Channel	Invoice $	Mix $	Note
Meta	$41,200	$41,200	hold scale
Google	$31,800	$34,980	+10% Google
Microsoft	$15,400	$12,220	no CPQL cut
Email	$10,100	$10,100	do not spend-optimize
Mix Σ $98,500 · cash stays 4.19× on $412,400 ÷ $98,500.

Rules rewrite mix $ only. Not a mix-model product. Not geo. Not incrementality. Cash stays 4.19× = $412,400 ÷ $98,500.

Build log dated SAMPLE artifacts

Build log

access → contracts signed → desk v0 → recon close → rules → handoff.

SAMPLE Northline engagement. Not a waitlist. No next-start date on this page.
Step	As-of	Artifact
access	2026-06-12	`access_checklist.md` — time-boxed credentials issued
contracts signed	2026-06-19	`metric_contracts_v1.md` — METRIC CONTRACT v1 countersigned
desk v0	2026-06-26	`northline_desk.html` — two totals on $98,500
recon close	2026-07-10	`spend_recon_jul2026.csv` — invoice $98,500 vs UI $99,950
rules	2026-07-17	four if/then rules in the desk — mix $ table live
handoff	2026-07-24	`owner_transfer_checklist.md` + `runbook.md` — you keep the system

Handoff packet you keep the system

Handoff checklist

MDS packing list. $5–8K remains the memo job. You keep the system.

Lives in their Sheets / warehouse
Time-boxed credentials
Who owns the number after handoff: the client named in the letter
Retainer optional — not required to keep the system

HANDOFF PACKET · SAMPLE · owner after week 6. Five files you keep.
Filename	What it is	Owner after week 6
`metric_contracts_v1.md`	METRIC CONTRACT v1 definitions	client finance
`spend_recon_jul2026.csv`	Invoice vs UI ledger for Jul 1–27	client finance
`northline_desk.html`	Operator desk: 4.19× and ~4.8× on $98,500	client ops
`runbook.md`	How to close the week without us	client ops
`owner_transfer_checklist.md`	Credentials time-box + file receipt	client IT

Packages $5–8K · $8–15K · $15–25K

Three packages. You keep the system.

Fixed-fee projects, $5–25K. Three packages: Spend & Sales Audit ($5–8K), Lead Gen reporting ($8–15K), and Advanced MDS ($15–25K). Written scope. Weekly check-ins on the larger builds. Structure of the letter: engagement specimen.

$5–8K · 2–3 weeks

Spend & Sales Audit

The memo job. Close memo: spend by platform, invoice vs platform UI, sales period check. Not the $15–25K handoff.

$8–15K · 3–6 weeks

Lead Gen reporting

Paid spend joined to CRM stages, CPL / cost per qualified lead, weekly report.

$15–25K · 6–10 weeks

Advanced MDS

A system they own after we leave. Exec desks and signed-in portals at operational scale — a hired build that beats the BI and SaaS they already paid for. Marketing measurement is one module, not the offer. Proof above: exec tiles, A. Chen seat, pipeline 07-03 → 07-27, five files they keep.

MDS files they keep: metric_contracts_v1.md · spend_recon_jul2026.csv · northline_desk.html · runbook.md · owner_transfer_checklist.md.

Inquire · Engagement specimen

Market map after packages · not the hero

Where this sits vs forensic audits and MMM

Demoted on purpose — the first screen is the system they keep: exec tiles, a signed-in seat, a dated pipeline, and five files. Invoice vs UI is one module below.

Not our lane

Forensic media audit

Independent plan → invoice → platform recon for finance and procurement. Agency contracts, rebates, multi-market leakage.

Adjacent

MMM / incrementality SaaS

Bayesian mix models, geo tests, always-on scenario tools. Useful later — not what a $15–25K build claims to be.

Our lane

Hired reporting you keep

Exact spend by platform, audited outcomes, written definitions — you keep the system. Mcfly $5–25K.

Process discovery → SOW → weekly demos → handoff

How a fixed-fee engagement runs

Four steps from first call to ownership transfer. Same spine every build.

Discovery call

Fit, data access, success metric. We say no when pixels, MTA, or forensic depth is what you actually need.

Fixed-fee SOW

Written engagement letter: tier, fee, deliverables, refuse list. No hourly surprise. See the specimen.

Build with weekly demos

Metric contracts first. Then desk or memo work with a standing weekly touch on the larger builds.

Handoff & ownership

Deliverables in your environment, runbooks, time-boxed credentials. Retainer optional — never required to keep the system.

Engagement specimen excerpt on this page

Parties, fee, refuse, terms, signature

Excerpt of the letter. Full structure: engagement specimen. Not a contract. No public Stripe.

Parties

Provider: Mcfly Ads — Custom Data Solutions. Client: [Client legal name]. Purpose: outcomes ÷ audited spend with written metric contracts, fixed fee, ownership at handoff.

Fee band

Fixed fee in the signed letter. Public bands: Spend & Sales Audit $5–8K · Lead Gen reporting $8–15K · Advanced MDS $15–25K. Request engagement $5–25K.

Refuse: pixels; MTA / multi-touch path credit; identity graph / “true ROAS.” Operating metric remains outcomes ÷ spend.

Fixed fee in the signed letter. Tools billed at cost, itemized. Addenda in writing. Not a Stripe checkout on this page.

For Mcfly Ads · SAMPLE

Marty Smithson / title

Date

For Client · SAMPLE

Name / title · authorized signatory

Date

Spend & Sales Audit $5–8K · Lead Gen reporting $8–15K · Advanced MDS $15–25K. Select a band on the form below.

Request engagement $5–25K 90-second lab

Shopify-only shops that just need sales next to spend: the $39 app is on /demo.

FAQ after the desk

Answers before the call

Do you ship a weekly report?

Yes on Lead Gen reporting and Advanced MDS. Spend & Sales Audit is a close memo. Weekly demos during the larger builds. After handoff you keep the system.

Is a retainer required to keep the system?

No. Work lands in your environment. Credentials are time-boxed. Handoff includes runbooks. Retainer is optional continuity — not required to keep the system.

Why we do not sell pixels and true ROAS

Identity graphs thinned; finance still needs sales (or qualified pipeline) ÷ audited spend. Path credit is a different product category — we don’t sell it.

Request $5–8K · $8–15K · $15–25K · you keep the system

Request engagement $5–25K

Pick a package. No charge on this form. Engagement specimen.

Human review · 1–2 business days · ~10 minutes

A · Contact

Name Company (optional)

Work email Role

Package First-look date Who signs the number, and what would make them reject it Needed close output The two systems that disagree, and last month’s two numbers if you have them Entities / channels / marketplaces in the first desk Does a spreadsheet already close this for finance? How you pay later (optional · no charge on this form)

NDA available on request before data access

No charge on this form. No Stripe checkout. Terms are finalized only in a signed engagement letter — see specimen. We may email you about this request. We don’t sell your information. Privacy.

Open mail app

Subject: Estimate — Mcfly {package}
{Name} — got the form. Based on what you wrote this looks like {package}, about {band}, {weeks}. You keep the desk.
Reply YES if you want the invoice and a 20-min setup. Reply with a better time if the slot we offer doesn’t work. If a spreadsheet already closes this, we stop here.
Marty · [email protected]

Shopify-only shops that just need sales next to spend: the $39 app is on /demo. This page is the custom book.