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ScaleFieldLab

Fix measurement first. Test one idea at a time. Write down what we learned.

process — How we work: the first 90 days with ScaleFieldLab

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Here's exactly what happens after you sign. Week one is access and audit. Week two is one signed-off plan with targets in AED. Your first experiment goes live by day 14. From then on we run weekly sprints, review monthly and re-plan every quarter.

Nothing here is secret sauce. It's the same discipline good in-house growth teams use: fix measurement first, test one idea at a time, write down what we learned, and keep everything in accounts you own. Below is the week-by-week plan, who does what, how we report and when we're the wrong fit.

The First 90 Days

What happens after you sign

  1. Week 1

    Access and audit

    We get into your accounts, read the data and talk to the people closest to customers. By Friday we know where revenue is leaking and whether the tracking can be trusted.

    You get

    • A kickoff workshop (90 minutes, in person in Dubai or on a call)
    • A tracking health check: what's firing, what's missing, what's double-counted
    • A shared workspace (Slack or WhatsApp group) with your named growth lead
    • A written list of quick fixes we can make immediately

    We do

    • Audit ad accounts, GA4, tag setup, CRM and consent banner
    • Review your funnel, offers, landing pages and top competitors
    • Interview two or three people from sales or support, and customers where possible
    • Model current unit economics: CAC, AOV, conversion rates and payback

    You do

    • Grant admin or partner access to ad accounts, GA4, Tag Manager, CRM and website (checklist provided)
    • Share last 12 months of sales or pipeline data and margins
    • Nominate one decision-maker and 90 minutes for the kickoff
  2. Week 2

    One plan, signed off

    We turn the audit into a 90-day plan you can hold us to: a North Star metric, targets in AED, the channel mix, and a scored backlog of experiments.

    You get

    • The 90-day growth plan (a short document, not a 60-slide deck)
    • A measurement plan: which events we track, where, and how they reach each platform
    • An experiment backlog scored by impact, confidence and effort
    • A first version of your live dashboard

    We do

    • Set the North Star metric and two or three input metrics
    • Agree budget split and target CPA or ROAS from your margins, not benchmarks
    • Fix critical tracking issues: server-side tagging, Conversions APIs, consent mode, deduplication
    • Prepare creative briefs and landing page changes for the first sprint

    You do

    • Review and sign off the plan (one 60-minute session)
    • Confirm brand, legal or permit constraints (e.g. real estate or healthcare ad approvals)
    • Approve first creative and copy, in English and Arabic
  3. Weeks 3–6

    Launch and learn

    The first experiment is live by day 14. Campaigns, pages and automations launch in order of expected impact, and each one has a hypothesis, a metric and a stop date.

    You get

    • Two to four experiments per weekly sprint (on Scale and Compound)
    • A short weekly note: what we tested, what we learned, what changes next
    • Live dashboard with spend, leads or sales, CAC and MER
    • Fixes to the pages your traffic already reaches

    We do

    • Launch or restructure campaigns and protect their learning phase
    • Ship landing page and CRO tests, starting with the biggest leaks
    • Connect CRM outcomes back to ad platforms so they optimise on quality
    • Cut losing tests quickly and log every result

    You do

    • Approve creative within two working days (we'll agree a simple approval flow)
    • Tell us about lead quality: which leads were good, which weren't
    • Join the weekly 30-minute sprint call, or send someone who can decide
  4. Weeks 7–12

    Scale what works, re-plan the rest

    By now we have real data. Budget moves to what pays back, winners get scaled, and the second half of the quarter builds on what the first half proved.

    You get

    • A monthly performance review against the AED targets in the plan
    • Scaled winning campaigns and creative, and retired losers
    • Any agreed builds shipped (e.g. an SEO/GEO content cluster, CRM journey or AI agent pilot)
    • A quarterly review in week 12: what worked, what didn't, and the next 90-day plan

    We do

    • Reallocate budget across channels based on blended CAC and MER
    • Run incrementality checks on the channels that claim the most credit
    • Start the slower-compounding work: SEO and GEO, retention journeys, automation
    • Write the next quarter's plan from what the data actually showed

    You do

    • Attend the monthly review and the quarterly planning session
    • Share any business changes early: new products, pricing, stock, hiring
    • Decide whether to scale, hold or change scope for the next quarter

Rhythm

How we stay in sync

Short, predictable rituals instead of status meetings. You always know what’s happening and what’s next.

  • Shared channel

    Daily, working hours (Mon–Fri, UAE time)
    About 65 times a quarter

    Quick questions, approvals and alerts in one Slack or WhatsApp group, not scattered emails.

    Who: Your team and your growth lead, plus specialists as needed

  • Sprint call

    Weekly, 30 minutes (Scale and Compound)
    About 13 times a quarter

    Last week's results, this week's experiments, decisions needed. Nothing else.

    Who: Growth lead + your decision-maker

  • Weekly note

    Weekly, written (Scale and Compound)
    About 13 times a quarter

    One page: numbers against target, what we tested, what we learned, what's next.

    Who: Growth lead

  • Performance review

    Monthly, 60 minutes (all plans)
    About 3 times a quarter

    Progress against the 90-day targets, budget reallocation and the month ahead.

    Who: Growth lead, channel specialists, your marketing and commercial leads

  • Quarterly growth review

    Every 90 days, half day (in person in Dubai when possible)
    About 1 time a quarter

    What the quarter proved, the updated unit economics, and the next 90-day plan.

    Who: Our senior team + your leadership

Principles

What we won’t compromise on

  1. 01

    We fix measurement before we spend

    If tracking is broken, every decision after it is a guess. So the first money we touch is the signal, not the budget.

  2. 02

    We write things down

    Every experiment gets a hypothesis, a metric and a stop date, and every result goes in the log. Learning shouldn't leave when a person does.

  3. 03

    We'd rather tell you early

    If a channel isn't working, or a target looks unrealistic, you'll hear it from us in the weekly note, not discover it in a quarterly deck.

  4. 04

    We work in your accounts

    Your ad accounts, your analytics, your CRM, your code. We're guests with good manners, and you can show us the door without losing anything.

  5. 05

    We keep it local

    Arabic creative, WhatsApp journeys, Saudi Snapchat, Ramadan and White Friday calendars and PDPL consent are part of the plan from day one, not an afterthought.

Measurement First

How a conversion reaches the ad platforms

Ads only get smarter from the signals that arrive. Here’s the path a single lead or sale takes, where it leaks, and how server-side tracking recovers it.

Illustrative

Browser and server together. The server path recovers most of what the browser drops, adds hashed email and phone, and your CRM feeds real outcomes back.

Tracking setup
Offline conversionsVisitor actsForm, sale, WhatsAppConsent checkConsent Mode v2 · PDPLBrowser tagsPixel · Google tagBlockedAd-blockers, ITPServer-side GTMYour subdomainConversion APIsMeta CAPIGoogle ECTikTok APISnap CAPIYour CRMLeads from your formsLeadQualifiedWonAd platformsLearn from what arrives93%receivedevent_id: counted once1234

Signals reaching the platforms

93%

Event Match Quality

8.3/ 10 · Great

Browser + server duplicates

Matched by event_id, counted once

event_id: ord_10427

  • Browser signal (client-side)
  • Server signal (CAPI)
  • Offline conversion from CRM
  • Signal lost

Figures are illustrative. Real recovery depends on your audience’s browsers, devices and consent rates. We measure yours in the audit.

  1. 1. Consent comes first

    Consent Mode v2 and the UAE PDPL decide what can be sent, on both paths. Server-side isn’t a loophole: if someone says no, nothing that identifies them leaves your site.

  2. 2. The browser leaks

    Ad-blockers, Safari’s Intelligent Tracking Prevention and short cookie lifetimes drop a real share of pixel events before Meta or Google ever sees them.

  3. 3. The server fills the gap

    Your server-side GTM container sends the same event to each platform’s API, with hashed email or phone that lifts match quality. A shared event_id stops it being counted twice.

  4. 4. Your CRM closes the loop

    When a lead turns qualified or won, we send that back as an offline conversion. The platforms then optimise toward revenue, not just form fills.

Reporting

One dashboard, one weekly note, no vanity metrics

You get live access to a dashboard built on your own data (GA4, CRM, ad platforms and store) and a short written note each week. We lead with the numbers that pay salaries (revenue, pipeline, CAC) and keep platform metrics underneath as diagnostics.

Weekly growth report · illustrative
Revenue attributed, last 12 weeksAED 1.84M
+23% vs last quarter
  • Blended CAC≤ AED 400 by end of quarter
  • MER≥ 4.0
  • Qualified leads120 a month at ≤ AED 250 CPA
  • Lead response timeunder 5 minutes, 24/7

Revenue or pipeline value in AED, by week and by channel

Blended CAC and MER (all marketing spend vs real revenue)

Channel CPA and ROAS, clearly labelled as platform-reported

Conversion rate by landing page, device and language

Experiment log: live, won, lost, inconclusive

SEO and AI visibility: rankings, organic conversions and AI mention rate (where in scope)

Example KPIs and why they matter
MetricExample targetWhy it matters
Blended CACe.g. ≤ AED 400 by end of quarterTells us whether growth is affordable across all channels.
MERe.g. ≥ 4.0Real revenue against total marketing cost, so no double counting.
Qualified leadse.g. 120 a month at ≤ AED 250 CPAVolume only counts if sales agrees they're qualified.
Lead response timee.g. under 5 minutes, 24/7Speed to reply often matters more than another dirham of ads.
Experiment velocitye.g. 8–16 tests a monthMore good tests means faster learning.
AI mention ratee.g. named in 20% of tracked promptsWhether you make the AI shortlist for your category.

Ownership

Everything we build is yours

  • Every ad account (Google, Meta, TikTok, Snapchat, LinkedIn, ChatGPT Ads) sits in your business manager, and you pay platforms directly
  • GA4, Tag Manager (web and server containers), Search Console and all tracking configuration
  • Your CRM, its data, automations and integrations
  • Website code, CMS access, domains and hosting accounts
  • Dashboards, reports and the full experiment log
  • Creative files, copy and brand assets we produce for you, once invoices are settled
  • AI agents, prompts, workflows and documentation built for you, in accounts you control

Fit Check

Are we right for each other?

Honest answers save everyone time.

You’ll get the most from us if…

  • You sell something people already buy, and you want to grow it predictably.
  • You can invest around AED 15,000 a month in the team, plus a sensible ad budget.
  • You'd rather see a weekly note with honest numbers than a glossy monthly deck.
  • You want one team to own ads, search, tracking and CRM together, instead of refereeing three agencies.
  • Someone on your side can make decisions within a day or two.

We’re probably not the right fit if…

  • You're still looking for product-market fit. Spend on customer conversations, not campaigns, first.
  • You need one channel done cheaply. A specialist freelancer will serve you better.
  • You want guaranteed rankings or guaranteed ROAS. Nobody honest can promise those.
  • Approvals take weeks. Weekly testing needs weekly decisions.
  • You want us to run ads in our own accounts so you don't have to deal with it. We won't.

Not sure? Tell us where you are. If we’re not the right team, we’ll say so and point you to someone who is.

FAQ

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The ScaleFieldLab team

The ScaleFieldLab team

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