Internal Campaign Cheat-Sheet · Boost AI Agency × Serava / Prime

Serava Sports × Manchester United i Norden

One-glance view of the whole campaign — assets, offer, media plan, costs and the decisions that shaped it. Two real, sellable fixtures. The creative is uploaded and live on Meta. What's being decided now is whether the campaign earns more budget — see the €300 validation test.
Same money as a resale seat — the full VIP matchday.
42 price-free ads + 27 videos — live on Meta
9 price-bearing ads — held until the VAT checkout is fixed (D17)
Stockholm · Prospecting floor
Manchester United – Atlético
Stockholm · lör 1 aug 2026 · arena & kickoff not named by Serava Sat 1 August 2026
från 1 995 kr · Lounge 40 floor "from 1,995 kronor" (≈ €176)
Göteborg · Andrahand anchor
Manchester United – PSG
Ullevi, Göteborg · lör 8 aug 2026 · dörrar 15:00 / avspark 17:00 Sat 8 August 2026 · doors 15:00 / kick-off 17:00
från 2 995 kr · Walls of Fame floor "from 2,995 kronor" (≈ €265)
51
Finished ad images
27
Finished videos
8
Concepts shipped
€300
Media budget (the test)
0–3
Orders this budget can buy
00

Cheat Sheet — what is happening, and what we're deciding

The one-screen version. Everything below this section is the evidence behind it.
The one thing that decides everything — and it's free

What is Serava's real profit margin per package? We assumed 15–25% and flagged it unverified. At the median result, this campaign breaks even only if the true margin is ≥24%. At 20% it loses money. At 15% it cannot work at any budget. One email to Mats answers it, costs nothing, and can save the €300 — or change the scale recommendation entirely. Ask before the flight spends out, not after.

Where the money went

€500 total budget. ~€185 (~$200) is already spent on production — building 51 ads and 27 videos. That's a permanent asset; it doesn't get spent again.

€300 remains, and it is the entire media budget. Production spend and media spend are different things — never add them together.

What €300 can and cannot prove

Cannot prove sales. €300 buys 0–3 orders. You cannot tell a working funnel from a broken one on a sample of two. Zero sales here would NOT mean the campaign failed.

Can prove market response. ~31,000 people will see the ads. That's a big enough sample to measure — precisely — whether Swedes respond to this offer, and which creative wins.

So what are we testing?

Not "how many tickets do we sell" — we can't afford to ask that yet.

The question is: "is this campaign worth funding at all?" The €300 buys an answer to that. If it comes back yes, the scale ladder (30k / 75k / 150k SEK) is already built and waiting.

How the €300 is being spent

CampaignBudgetWhat it's for
C1 · Consumer
Traffic objective · 4 ads		€210 70%Broad Sweden, 25+. 2 videos + 2 statics, all price-free. Optimized for Landing Page Views. This is the creative test.
C2 · B2B
Lead form · 1–2 ads		€90 30%Form lives on Meta — no website, no pixel needed. The asymmetric bet: one corporate order (8–15 tickets) out-earns the entire consumer arm.
 8-day flight, ~€37/day. Read at day 3 (kill the weakest ad) and day 8 (go / no-go). Retargeting was dropped — at this budget the audience never gets big enough to use.

Why the clock, not the budget, is the constraint

Stockholm is 1 August — 20 days out. Göteborg is 8 August — 27 days.

The test must close by ~20–21 July. That leaves ~10 days to scale for Stockholm and ~17 for Göteborg. Run the test longer and we win the argument but miss the events.

A late verdict is a useless verdict.

Two things that would make the next round far cheaper, and both are ~free: (1) Install the Meta pixel — right now the ~250 people this test sends to the site cannot be re-reached, so the most valuable audience we produce evaporates. (2) Fix the VAT checkout — it unlocks 9 finished ads and removes a real legal exposure. Instructions ready to forward: strategy/webmaster-brief-pixel.md.
01

The Offer — Grand Slam

Serava is the advertiser; the product and prices are untouched. The lift is pure framing: anchoring, risk reduction and follow-up on inventory that already exists. Value figures ("värde X kr") are internal-only — never shown on any public surface (D19).
The andrahand (resale) anchor · Göteborg-only (D16)
"Ståplats i andra hand kostar redan upp till 3 495 kr. För samma peng: premiumplats, mat, dryck och egen entré." "A standing place on the resale market already costs up to 3,495 kr. For the same money: a premium seat, food, drink and your own entrance."

Hard rules: never the word "scalper" in Swedish; biljetthaj ("ticket shark") and andrahand ("second-hand") appear only on the Göteborg surface; never disparage legal marketplaces. Stockholm uses a different anchor — the 2025 sellout (45 345 attendees) plus domestic hospitality comparisons (Djurgården Grand Bar 1 795 kr · Svenska FA VIP 2 067 kr) — because Stockholm resale starts below Serava's 1,995 kr floor, so a resale comparison there would be misleading, which is an offence under the Swedish Marketing Act (MFL §10/§18).

Avatar

The superfan

25–54, Sweden / Norway / Finland. Dream: see United from a premium seat, not row 70.

  • Proof: confirmed allocation, instant card checkout
  • Effort ↓: buys in 2 min, separate premium entry, no queues

Avatar

The family

Industrisemester — the Swedish industrial holiday, when most of the country is off work in July. Stockholm falls on its last weekend.

  • Family Suite (6–12 people), "grillbuffé för hela familjen" "barbecue buffet for the whole family"
  • Copy 100% alcohol-free (D18); "begränsat antal" "limited number"

Avatar

The corporate host

Göteborg = the first week back at work. Impress clients; pay by invoice, not card.

  • Native B2B invoice path (faktura = "invoice")
  • Lead form on Meta → Matchday Playbook (B2B only)

Avatar

The group of friends

Norway — copy in bokmål (one of Norway's two written standards). Oslo→Göteborg is ~3h by road.

  • Shared Suite 16–28 people; one booking for the whole group
  • Capped at ~15% of budget (D15)

Value stack · VIP-passet ("the VIP pass") internal figures — never shown publicly

Lounge 40 · Stockholm · från 1 995 kr ("from 1,995 kr"). The bonuses are things the package already includes, simply re-named and priced.

  • Premium seat by the lounge (comparable: 1 795–2 067 kr)
  • "Skip-the-Crowd Entry" — egen premiumentré · ~300 kr "your own premium entrance"
  • Build-Your-Own Burger + dryck · ~250 kr "drink"
  • Bordsservering hela matchen · ~200 kr "table service for the whole match"
  • 3-Hour Access Window · ~150 kr

Perceived total ~2,900 kr — the customer pays from 1,995 kr. Consumer Playbook PDF was removed (no delivery mechanism → B2B only, D19).

Risk reversal — only claims we can verify

  • "Bekräftad bokning direkt vid betalning" "Booking confirmed immediately on payment"
  • "Betala med kort eller begär faktura" "Pay by card, or request an invoice"
  • "Svenskt bolag" (org.nr 556822-5139) "A Swedish company" — trust signal against anonymous resellers
  • Instant on-page checkout, no third-party redirect
  • Anti-guarantee (D21): "Bokningen är bindande — därför är din plats garanterad i bokningsordning." "The booking is binding — which is exactly why your place is guaranteed, in booking order." (The terms forbid refunds, so we turn the constraint into the promise.)

forbidden refunds, the word "official", exclusivity, transfer/resale guarantees, best-price promises — Serava's own terms contradict all of them.

Honest scarcity — all of it already true

  • "300 platser" per event "300 places" — stated on Serava's own site
  • Family Suite "begränsat antal" — never "already Limited" "limited number"
  • Fixed, immovable dates: 1 & 8 August
  • A real countdown is reserved for the final wave only
  • "Platserna bekräftas i bokningsordning" "Places are confirmed in booking order"

Offer names (dates embedded, so urgency is structural not manufactured)

  • United i Sverige — VIP-passet 1 & 8 augusti "United in Sweden — the VIP pass, 1 & 8 August"
  • Semesterns sista stormatch 1 augusti — Family Suite "The holiday's last big match, 1 August" (never "summer's last" — that would undercut the 8 Aug sale)
  • Värdskapets hemliga vapen — United på Ullevi 8 augusti "Hospitality's secret weapon — United at Ullevi, 8 August"
  • The Ullevi Roadtrip — 8 August (Norway / English)
02

Media Plan — the €300 validation test

This is not the old 75k SEK plan scaled down. It answers a different question. With €300 we cannot ask "how many tickets do we sell?" — we can only ask "is this worth funding at all?" The old scenario grid isn't thrown away; it becomes the scale ladder further down, for use after this test passes. Every acronym on this page is defined in the Glossary.
€500
Global budget
Set by Serava / Futurmotion.
~€185
Already spent — production
≈ $200 in tokens + platforms. Bought 51 ads + 27 videos. A permanent asset, not a recurring cost.
€300
Remaining — paid media
≈ 3,400 SEK (EUR/SEK ≈ 11.3). This is the entire ad budget.
Production spend ≠ media spend. The €185 built the creative; the €300 buys attention. They are separate budgets and must never be summed into one "campaign cost" — doing so makes a permanent asset look like an expense.
How the €300 splits · consumer 70 / B2B 30
C1 · Consumer creative test — €210
C2 · B2B lead form — €90

The v1 plan's 15% retargeting arm was dropped — at €300 the audience never grows large enough to be usable. Retargeting is a scale-phase tool.

What €300 buys — consumer arm (€210 / 2,380 SEK)
LowMedianHigh
Impressions~18,000~22,000~26,000
Clicks to the site~183~238~264
Landing page views~130~175~210
Orders~0.5~1.4~2.4
Tickets~1~4~8
Revenue~3,000 kr~10,000 kr~20,500 kr
ROAS on consumer spend1.2×4.2×8.6×
 Same assumptions as the v1 plan, unchanged, so the two are comparable: CPM 90–130 kr · CPC ~10 kr · conversion 0.3/0.6/0.9% · 2.0/2.6/3.2 tickets per order · avg ticket ~2,700 kr.
Does the test pay for itself?
OutcomeRevenueROASvs break-even
No corporate close
the median outcome		~10,000 kr2.9×❌ no
One corporate close
~40–50% likely		32–50k kr9–15×✅ pays 2–3×
 Break-even ROAS = 1 ÷ margin. At a 20% margin you need 5.0× just to stand still. At 25% → 4.0× · 15% → 6.7% · 10% → 10.0×.
Read this carefully. The test's own profit depends almost entirely on one lumpy event we cannot forecast — whether a single corporate lead closes. That is exactly why the €300 must not be judged on its profit-and-loss. It is bought as information. Judge it on the gate below.
0–3
orders — that's the whole range €300 can produce. You cannot distinguish a working funnel from a broken one on a sample of two. Zero orders at €300 is entirely plausible for a campaign that would be profitable at 75k SEK. So sales are reported, but they are not the go/no-go criterion. What €300 does buy — ~31,000 impressions — measures market response with real statistical confidence. That is the gate.
The go / no-go gate · Tier 1 — market & creative signal (large sample → decision-grade)
MetricWhat it means, in plain English🟢 Green🟡 Amber🔴 Red
CPM
Cost Per Mille		Cost to show the ad to 1,000 people. Is this audience affordable at all?≤110 kr110–150>150
CTR
Click-Through Rate		% of viewers who click through to the site. Does the creative earn attention?≥1.2%0.7–1.2%<0.7%
CPC
Cost Per Click		Cost of one click to the site. Is traffic affordable?≤10 kr10–16>16
Hook rate3-second video views ÷ impressions. Does the first 2 seconds stop the scroll?≥25%15–25%<15%
ThruPlayWatched to 15s or to the end. Does the story hold?≥10%6–10%<6%
Cost / LPV
Landing Page View		Cost of a visitor who actually arrived — not just tapped by accident.≤14 kr14–25>25
 Tier 2 (small sample, directional only): GA4 sessions vs Meta's landing-page views (≥70% match = healthy; <50% = a tracking leak or a slow page) · GA4 engagement rate on the event page (<30% = the landing page is the leak, not the ads) · B2B cost per lead (≤400 kr green, >600 red) · orders via UTM (≥1 green; 0 is explicitly NOT disqualifying).  Tier 3 — ROAS / ticket sales: report it, do not decide on it.
The three verdicts

1 · SCALE

Tier 1 mostly green AND (≥1 consumer order OR ≥2 B2B leads).

The market responds and the funnel converts. Go to the scale ladder below. Recommend 75k SEK only if Mats confirms margin ≥25% — otherwise 30k as a second, larger validation.

2 · FIX & RETEST most likely

Tier 1 green (cheap CPM, strong CTR, healthy hook rate) BUT zero orders and weak engagement on the site.

This is not a failure. It says the ads work and the landing/checkout is the bottleneck — and we already have three suspects, all near-free to fix: the +25% VAT surprise at checkout; no pixel, so the ~250 warm visitors evaporate; and a Facebook page with 26 likes and no Instagram — zero social proof for a Swede checking we're real before spending 2,995 kr.

This is the most valuable thing €300 can buy: it turns "the campaign doesn't work" into "these three specific things are broken".

3 · KILL / RETHINK

CTR <0.7% across all four creatives AND CPM >150 kr.

The market isn't responding to this offer, at this price, in this window. Stop spending. Revisit the offer before touching the creative.

Whatever the verdict, the €300 leaves assets behind: ~31,000 impressions of Swedish brand exposure, a video-viewer audience we can retarget later, and — if the webmaster installs it — a seeded pixel. Nothing is wasted, even on a KILL.
Scale ladder — only if the verdict is SCALE (this is the v1 grid, preserved — it's still the right math)
30k SEK75k SEK150k SEK
Prospecting clicks~2 100~5 250~10 500
Consumer tickets (median)~33~82~164*
+ Corporate (lead ads)+15–40+30–60+60–120*
Total tickets — median~50–70~110–140~225–285*
Honest band40–100~100–180~180–350*
Cost per order~430–600~535–680~525–665
Clears break-even @25% margin✅✅ tight✅ tight
Clears break-even @15% margin❌❌❌
Hits the 200–300 ticket goal?❌255–275 = upside only✅ stock-capped
 * At 150k the limiter is inventory, not demand — verify real remaining stock (D11) before choosing it. "300 places" is venue capacity, not stock on hand.
Operating rules at scale (unchanged from v1 — they're sound): kill a consumer ad at 48–72h if CPC > ~15 kr, CTR < ~1%, hook rate < ~25% or ThruPlay < ~10% vs the batch median; kill a lead ad if cost-per-lead > ~400 kr; scale winners +20–25% per 48h, never faster (a bigger jump resets Meta's learning phase). Cost per acquisition is measured per ORDER (~750–930 kr), never per ticket — read per-ticket (~290 kr) it would kill winning ads about 3× too fast. That was v1's single most important correction (D20).
03

Concepts — 8 Survivors

Selected from 24 candidates (3 director personas → draft-viz → 4 judges → red-team). Coverage matrix beat raw score: {Sthlm, Gbg} × {prospecting, retargeting, urgency} + B2B + Norway. Score = mean of 4 judges / 25.
05

Video Gallery · 27 finals

Poster frames of the 27 promoted clips (8 Veo hero 1080p + audio, rest fast / vertical 720p 9:16). The clips themselves live in Drive, not embedded here — the ▶ badge marks a video. Tier tag from the filename.
06

Copy Browser

The hook, headlines and call-to-action for each concept, pulled from the ad-copy libraries. Every Swedish and Norwegian line carries an English translation underneath. GATE-D17 = a price-bearing variant, held until Serava fixes the VAT checkout; each one has a price-free sibling that is live on Meta now.
Svenska (Swedish)
Norsk bokmål (Norwegian) / English
07

Costs & QC

Two different budgets — do not add them together. The table below is the metered generation API spend ($21.78 against a $100 cap): every image and video we bought from OpenAI, Google and fal.ai. It is one line item inside the ~€185 of total production cost (the rest being LLM tokens and platform subscriptions). The €300 media budget is separate and is covered in the Media Plan.
$21.78
Metered generation API
Of a $100 cap. The line-itemised table below.
~$178
LLM tokens + platforms
Estimated. Not metered per-batch.
~€185
= Total production
Bought 51 ads + 27 videos. A permanent asset.
€300
Media budget (separate)
The €500 global budget, minus production.
36 / 26
Gate 1 images · PASS / selects
25 / 27
Gate 2 video · PASS / finals
66 → 51
Images generated → finished
34 → 27
Videos generated → finals
Spend ledger — cap $100 · soft stop $70 · hard stop $90
DateBatchModel / tierTypeEst $Actual $Cum $Headroom $
07-10preflight (3 clients)dry-run smokeDRY-RUN0.000.000.00100.00
07-10tournament-drafts (24 img)gpt-image-2 low 1024²LIVE0.1440.1440.14499.86
07-11images-gpt-production (31/31)gpt-image-2 high/medLIVE2.6792.6792.82397.18
07-11images-nano-keyvisuals (9/9)gemini-3-pro-image 4KLIVE2.162.164.98395.02
07-11veo-b1-fast (12/12, 8s 720p)veo-3.1-fastLIVE3.003.007.98392.02
07-11veo-b1-regen ×3veo-3.1-fastLIVE0.750.758.73391.27
07-11veo-b2-hero (8/8, 8s 1080p)veo-3.1-generateLIVE6.006.0014.73385.27
07-11seedance ugc1-rant (15s)seedance-2.0 falLIVE3.333.3318.06381.94
07-11seedance ugc4+dr6+6 animatesseedance-2.0 falBLOCKED19.970.0018.06381.94
07-11veo-b3-backfill (8/8, 720p 9:16)veo-3.1-fastLIVE2.002.0020.06379.94
07-11images-gpt-regen ×2 (dr1 de-alcohol)gpt-image-2 high+medLIVE0.2180.21820.28179.72
07-11veo-hero-regen ×2 (QC Gate2)veo-3.1-generateLIVE1.501.5021.78178.22
 Typographic overlays & stitching = local ($0). The fal.ai block saved ~$20 of planned UGC spend.
What each platform actually produced
  • All 27 videos = Veo 3.1 (Google). All 51 static ads = GPT Image 2 (OpenAI) + Nano Banana Pro (Google Gemini 3 Pro Image). Those three models produced 100% of what shipped.
  • fal.ai / Seedance — blocked, and nothing survived (D23). The wallet ran out mid-run ("User is locked"). Topping it up is a financial operation requiring sign-off, so it wasn't done. Exactly one Seedance clip was ever produced ($3.33) — and it was then rejected in QC for a heraldic lion crest on a scarf (an IP violation). Zero Seedance content shipped. The gap was backfilled with vertical Veo clips.
  • Higgsfield — now unblocked (D30). The earlier "never authenticated" result was a wrong-path problem, not a credentials problem: the previous session spent ~2h on a command-line device-login that is broken on Windows. Higgsfield is reached through its MCP connector instead, on a Futurmotion-owned account (Lixtto's account must never bill this tenant). This matters because Higgsfield Marketing Studio runs Seedance 2.0 — the very model that died with fal.ai — so the missing UGC track is regenerable without touching fal.
  • The campaign has no UGC / talking-head creative at all — all 27 videos are polished cinematic. On Reels and Stories, native UGC routinely out-performs cinematic. This is the biggest remaining creative gap, and it is now fixable.
  • Overlay rule (D22) — every price, date and call-to-action is composited onto a clean image afterwards, never rendered by the model. (In an early draft the model turned "2 995" into "29 95".) This also guarantees the Swedish characters å/ä/ö are correct.
08

Key Decisions · D1–D33

The load-bearing calls from the build log — the ones a stakeholder needs in order to understand what this campaign will and won't do. The new ones came out of this week's budget reset.
D28 new
€300 buys information, not sales
The real budget arrived: €500 global, ~€185 already spent on production → €300 for media. That's ~4.5% of the old recommendation, so the plan was rebuilt rather than rescaled. €300 produces 0–3 orders — a sample too small to judge anything. It is therefore spent to measure market response, and the go/no-go gate is set on CPM, CTR and hook rate, not on tickets sold.
D29 new
Live on Meta — 42 clean + 27 videos
The creative is uploaded and running. The 9 price-bearing ads stay quarantined, so the D17 VAT gate holds by construction: the live set contains no prices at all.
D30 new
Higgsfield: MCP, not the CLI — and never Lixtto's account
D24's "shipped without Higgsfield" was a wrong-path failure: ~2h lost to a command-line device-login that is broken on Windows. It's reached through its MCP connector instead. Critically: the API key already on this machine belongs to Lixtto — a different Matrix Peer. Using it would bill Serava's work to Lixtto, so Futurmotion authenticates its own account. The tooling now refuses to fall back to another peer's credentials.
D31 new
Fill the missing UGC track
The campaign has zero user-generated-style creative: the only Seedance clip ever made was rejected in QC for an IP violation, and fal.ai then died. All 27 shipped videos are polished cinematic. Since Higgsfield Marketing Studio runs the same Seedance 2.0 model, the two dropped UGC concepts are regenerable — without topping up fal.
D17
VAT = launch gate
Price-bearing consumer ads do not run until Serava fixes the card checkout (which adds +25% on top of the advertised price) or the copy quotes the real total ("från 2 494 kr"). This is lockpris — bait-pricing — exposure under the Swedish Price Information Act. It's a legal gate, not just a conversion haircut.
D20 · Ruling B
"Plan B" (no pixel) is the base case
The site has no Meta pixel and no Google Tag Manager — only GA4. So we launch on traffic + lead forms, tracked by UTM tags alone. Consequence: Meta cannot optimize toward buyers, and no ROAS is reportable. Installing the pixel is the cheapest available upgrade.
D8 → D28
The margin is still the P0 unknown
The budget question is now answered (€300). The margin question is not. We assume 15–25%, unverified. At the median result the campaign breaks even only if it's ≥24%. One email to Mats resolves it, and it can invalidate the whole spend.
D7
Zero Manchester United IP
No crests, player faces, sponsors or minors. Generic red kits, silhouettes and stadium atmosphere are fine. Enforced by an automated check before any money is spent — and it caught a real violation: a Seedance clip was killed for a heraldic lion crest on a scarf.
D16
The resale anchor is Göteborg-only
Stockholm resale starts below Serava's own floor price, so a resale comparison there would be misleading — an offence under the Swedish Marketing Act. Stockholm anchors on the 2025 sellout instead.
D18
Alcohol rules
The word obegränsad ("unlimited") is deleted everywhere; no alcohol is enumerated in any ad; all drinks-adjacent ads target 25+; Family Suite copy is 100% alcohol-free.
D22
Text is composited, never generated
All prices, dates and calls-to-action are overlaid onto clean images afterwards. The #1 production risk flagged by all four judges — image models mangle text and Swedish diacritics.
D13
Never say "official"
Serava's status relative to the promoter and to Manchester United isn't established, and a takedown would kill the campaign. Only verifiable claims are used: confirmed allocation, invoice option, 300 places, Swedish registered company.
09

Compliance Caveats

Gate 3 — the copy review (native Swedish reader + fact-check against the verified catalogue) — returned 0 violations across Swedish, English and Norwegian bokmål. Gate 4 was the final adversarial pass: three "red team" reviewers arguing against us.
Gate 4 red team — verdict: CONDITIONAL GO

Three adversarial seats: a Manchester United lawyer, a Meta policy reviewer, and a Swedish consumer + the Konsumentverket (the Swedish Consumer Agency). Confirmed solid: zero visual IP (no crests, kits, players, or the word "official") across every ad and video poster; alcohol discipline impeccable; Swedish and bokmål idiomatic with correct diacritics. Full detail: qc/redteam-gate4.md.

Running now: the 42 price-free images + the invoice/B2B track + all 27 videos.

Held back: the 9 price-bearing images are physically quarantined (final/_GATED-HOLD/) until Serava fixes the VAT checkout, or the ads are re-composited with the real card total. Every one already has a price-free twin that is live.

Must-fix items — both resolved: (1) the price-bearing set was physically quarantined with a do-not-publish README; (2) the video QC ledger was reconciled against the re-generated hero clips that were actually promoted.
Should-fix before scaling — three open items: (1) add the disclaimer "återförsäljare oberoende — ej officiell partner" ("independent reseller — not an official partner"): the campaign avoids claiming "official", but doesn't yet affirmatively deny it. (2) Save a dated screenshot of the resale listings that back the andrahand price anchor — under the Swedish Marketing Act §18 the burden of proof for a comparative claim is on us — and soften the phrase "PÅ RIKTIGT" ("for real"). (3) The stadiums in the creative are generic silhouettes, not the real Ullevi — so trust signals must carry more weight, especially for a Facebook page with only 26 likes.
10

Glossary

Every acronym, abbreviation and Swedish term used anywhere on this page — nothing on this dashboard should require outside knowledge to read.
Advertising metrics
CPM — Cost Per MilleWhat it costs to show an ad to 1,000 people. The basic price of attention.
CTR — Click-Through RateOf the people who saw the ad, the % who clicked. The clearest measure of whether the creative works.
CPC — Cost Per ClickWhat one click to the website costs.
CPA — Cost Per AcquisitionWhat one order costs. We deliberately measure per order, not per ticket — see D20.
CPL — Cost Per LeadWhat one B2B form submission costs.
CVR — Conversion RateOf the people who clicked, the % who bought.
ROAS — Return On Ad SpendRevenue ÷ ad spend. Break-even ROAS = 1 ÷ profit margin — so at a 20% margin you need 5× just to stand still.
LPV — Landing Page ViewA visitor who actually arrived on the site. Stricter than a click: it excludes accidental taps and people who left before the page loaded.
Hook rate3-second video views ÷ impressions. Does the opening stop the scroll? The single best early signal a video has.
ThruPlayMeta's term for a video watched to 15 seconds, or to the end if shorter.
Party sizeTickets per order. Nobody buys one football ticket — we assume 2.0–3.2.
Learning phaseMeta's initial optimisation period for a new ad set. Raising a budget more than ~25% at once resets it, which wastes money.
Pixel / CAPIMeta's tracking tag on a website / its server-side equivalent (Conversions API). Neither is installed on Serava's site — which is why we're in "Plan B".
"Plan B"Our measurement mode with no pixel: UTM tags + GA4 + Meta's own on-platform numbers. It means Meta cannot optimise toward buyers and no ROAS is reportable.
UTMTags added to a link so analytics can tell where a visitor came from. Without a pixel, this is our only attribution.
Instant FormA lead form that opens inside Facebook/Instagram. Needs no website and no pixel — which is why the B2B arm still works.
P0"Priority zero" — a blocking input we don't have. Here: Serava's real profit margin.
Prospecting / RetargetingAdvertising to people who've never heard of you / re-advertising to people who already visited.
Swedish & Norwegian terms
från 1 995 kr"from 1,995 kronor" (≈ €176). kr = Swedish krona. We always write "kr", never "SEK", in consumer copy.
andrahand"second-hand" — the ticket resale market. The basis of our Göteborg price anchor.
biljetthajLiterally "ticket shark" — a scalper. Used carefully, and only on Göteborg creative.
ståplatsA standing place / terrace ticket — the cheapest kind, and what our resale comparison is against.
faktura"Invoice". The B2B payment path — companies pay on invoice, not by card.
industrisemesterThe Swedish industrial holiday: much of the country takes July off. Stockholm's match falls on its last weekend — which is why that timing is a selling point.
prisinformationslagenThe Swedish Price Information Act (2004:347). It governs how prices must be advertised.
lockpris"Bait price" — advertising a price that isn't what the customer actually pays. Illegal in Sweden, and precisely what the +25% VAT surprise at checkout would make us guilty of. This is why 9 ads are held.
MFLMarknadsföringslagen — the Swedish Marketing Act. §18 puts the burden of proof for comparative price claims on the advertiser.
KonsumentverketThe Swedish Consumer Agency — the regulator that enforces the two laws above.
obegränsad"Unlimited". Banned from all our copy — using it about drinks breaches Swedish alcohol marketing rules (D18).
bokmålOne of Norway's two written standards. Our Norwegian ads are written in it, because it converts better in Norway than English.
lör / sön / mån · avspark · dörrarSat / Sun / Mon · kick-off · doors (open).
45 345The attendance at United's Stockholm match in summer 2025. It's the Stockholm price anchor — proof the demand is real.
Our internal codes
D1 … D33Numbered decisions in the build log. Each one records a call we made and why, so it can be challenged later.
GATE-D17 / gate / cleanA gate ad shows a price and is held until the VAT checkout is fixed. Its clean twin has no price and is live. Every gated ad has a clean twin.
Gate 1–4Our four quality checks: images → video → automated lint → adversarial red-team review.
DR / ES / UGCConcept families: Direct Response (buy now) · Emotional Story · User-Generated Content (looks filmed on a phone by a real fan).
KV — key visualThe hero image of a concept — the one everything else is derived from.
4:5 · 9:16 · 1:1 · 16:9Image shapes. 9:16 = full-screen vertical (Reels/Stories) · 4:5 = tall feed post · 1:1 = square · 16:9 = widescreen.
Hero 1080p / Fast 720p / Vert 9:16Video tiers: highest quality with audio · cheaper/faster · vertical for Reels and Stories.
DoD — Definition of DoneThe 14 criteria this campaign had to satisfy before being called finished. All 14 passed.
Matrix PeerA separate business entity in our network (Futurmotion, Lixtto, …). Each has its own platform accounts and billing — never shared. See D30.
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