Guide

How to use BOOLIC.

BOOLIC reads the true profit behind every product and gives you one clear call per product — which deserve the next marketing dollar, and which are quietly bleeding you. This guide covers the five calls, how they're worked out, and how to act on them.

What BOOLIC does

Ad platforms report revenue and ROAS. They don't see your landed COGS, returns, fulfilment, or fees — so the product that looks like your strongest ad investment is often one of your worst on true profit, while a thin-looking product your customers reorder is quietly your best. BOOLIC nets all of it out, per product, and turns it into a single decision you can act on — not another dashboard to interpret.

The five calls

Every product gets exactly one call, with the drivers behind it shown so you can check the reasoning — or overrule it.

Scale  Healthy true margin with room to grow. Put more budget here.
Hold  Working, but not yet a clear case to push. Keep spend steady and watch.
Fix returns first  Returns are eating the margin. Solve that before adding spend.
Reduce  Barely clearing cost once everything is netted out. Pull spend back.
Pause  The unit economics are broken. Stop spending until they change.

Getting started

You can connect Shopify or simply drop in a two-month export — BOOLIC maps your columns for you. For the read it helps to have, per product and for two periods: revenue, units, and customers/orders; landed COGS; returns; fulfilment cost; payment and platform fees; ad spend by product; and repeat orders per customer over roughly twelve months.

During the pilot you don't assemble this alone — most brands don't have clean per-product margin yet, and helping build it is part of the read.

How the calls are worked out

BOOLIC is deterministic and transparent — no black box, no "trust the AI." Every call traces back to numbers you can check. Four things go into each one:

True contribution margin

Revenue minus landed COGS, returns, fulfilment, and fees — the profit a product actually contributes, not platform-reported ROAS.

Scaling window

How much room there is to add spend before efficiency drops, read from your CAC and sales-velocity trend.

Momentum

Whether a product is accelerating or fading — so a fading winner isn't scaled into the ground.

Lifetime value

The repeat value behind each product, so a thin-margin item your customers reorder isn't mistaken for a loser.

Calls are blended across channels with a per-channel breakdown, so a product that prints on one channel and bleeds on another never disappears inside an average.

Reading a verdict

Each product shows its call, a short plain-language reason, and the drivers that produced it. Read the reasoning before you act. Where you know something the numbers don't — a supplier change, a seasonal spike, a planned promotion — overrule the call. It's a decision aid, not an autopilot.

The Allocation Journal

When you act, the Allocation Journal records the call, the choice you made, and what happened next. Over time that becomes an accountable, compounding history of your allocation decisions — something no reporting tool keeps — and it's how the calls sharpen to your business.

Best practice

Start with the outliers — the Reduce, Pause, and Scale calls are where money is being wasted or starved right now.
Act on one or two calls, not twenty. Move budget on the clearest, leave the rest for next time.
Write down what you changed, then revisit in 30–60 days to see whether contribution margin actually moved — the only proof that counts.
Don't chase platform ROAS. It's the number that drifted your budget to the wrong products in the first place.

During the pilot

BOOLIC is in early pilots — run personally and free for a small number of brands. You share the data, I build and run the read and sanity-check every call myself, and we walk through it together for 45–60 minutes on the calls that aren't obvious. You keep the report whatever you decide. No lock-in, no obligation.

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