Where your ad learnings compound.

Log every ad and landing page test, grade it on what a new customer actually cost against your own target, and see what to make next. Built for 6 to 8 figure ecom brands and the teams making their ads.

See the live demo

Invite only during the beta · Free while in beta · Read-only access

Sample data · The Farmer's Dog shown as a sample brand

Sample data · the Recon dashboard

Connects to

Meta claims. Your store counts.

The spreadsheet, the ClickUp board and the dashboard that said 2.1 ROAS all stored numbers. None of them graded one. So when an ad died, the reason it died left with it.

Meta counts every purchase it can claim. Your store counts who was actually new. Recon puts the two side by side for every ad, and grades on the second number: NCCPA, ad spend divided by new customers counted in your store, against your own target.

Flagged2of 5 checked
Checked5both sides on record
Avg gap±20.9%on net Meta over-reports
Threshold±20%flagged only past this

Per-ad reconciliation

Worst gap first. Zero at the centre is the store's own number; the ticks are ±20%.

CreativeMetaDivergenceShopifyGapStatus
  • 3 objectionsTOF · Carousel · priya · v29671▲+35.2%Over-reporting
  • Founder story · 30sTOF · UGC · mara · v1412318▲+29.6%Over-reporting
  • UnboxingTOF · UGC · jonas · v18874▲+18.9%Within ±20%
  • Before / afterMOF · Static · theo · v3201176▲+14.2%Within ±20%
  • Vet explainsMOF · Mini VSL · mara · v16359▲+6.8%Within ±20%

Founder story · 30s spent $4,820 and brought in 268 new customers at your store: $17.99 NCCPA against a $30.00 target. That is the number Recon reads, not Meta's 412.

Sample data · from the Attribution screen

Every ad you have run, read against your target.

The Library shows the ads themselves, not rows in a sheet. Stars are what each new customer cost against your target, so the cheapest ads rise to the top and the expensive ones can't hide.

  • Static ad: a doodle in a bandana beside a The Farmer's Dog delivery box.TOFStatic
    39% under174d
    Spend
    $31,200
    New customers
    712
    CPM
    ▼ $38.40
    CTR
    ▲ 2.3%
  • Video ad: a hand holds a bowl of fresh food, captioned New topper plans for $2 a day.MOFText-on-Screen
    31% under128d
    Spend
    $14,900
    New customers
    301
    Hook
    ▲ 41.0%
    CTR
    ▲ 2.1%
  • Static ad: a dog on a football field under the line Defense wins championships.TOFStatic
    16% under160d
    Spend
    $18,900
    New customers
    312
    CPM
    ▼ $40.84
    CTR
    ▼ 1.7%
  • Video ad: a pug walks across a room, captioned If their walks are now waddles.TOFHigh Production
    7% under78d
    Spend
    $16,200
    New customers
    241
    Hook
    ▲ 31.0%
    CTR
    ▼ 1.4%
  • Static ad: food packs on an orange background under the line Meal Plans for the Entire Pack.TOFStatic
    17% over157d
    Spend
    $19,800
    New customers
    236
    CPM
    ▲ $46.10
    CTR
    ▼ 1.2%
  • Carousel ad, first card: a dog at dusk under the handwritten line Things I Want For My Dog.MOFStatic
    46% over106d
    Spend
    $12,400
    New customers
    118
    CPM
    ▲ $52.30
    CTR
    ▼ 0.8%

Demo data. These are public ads from The Farmer's Dog, shown as an example of what the Library looks like. The Farmer's Dog is not a Recon client, and every number on these cards is made up. Target NCCPA $72.

Everything the loop needs. Nothing it doesn't.

Log it, read it, decide, bank the lesson, brief the next one. Each tile below is a real Recon screen, shown with the same sample brand.

The Creative Matrix

Concept by format: what hit, what died, what nobody has tried yet, and with Fire next on, where to aim the next brief.

ConceptUGCStaticMini VSLCarousel
Founder storyRegion · scale Hit1/2$5.0k2 iter Probing0/1$951 iter Untested, fire next+ Untested+
Vet authority No hit yet0/1$8801 iter Untested+ Hit1/1$1.2k1 iter Untested+
Before / after Untested, fire next+ Hit1/3$4.1k3 iter Untested+ No hit yet0/1$6401 iter
Objection kill No hit yet0/1$7601 iter Untested+ Untested+ Dead0/2$2.4k2 iter

Sample data

One row per test

The Roadmap. Log the idea once; spend, new customers and NCCPA fill in from Meta and Shopify. The verdict is your team's call, typed in.

StatusResult (verdict)BatchAssigned toAd
  • DoneBreakthroughbatch#3jonasFounder story · 30s
  • DoneSpend Winnerbatch#3theoBefore / after · v3
  • DoneKPI Winnerbatch#4jonasVet explains · mini VSL
  • Learning–batch#5jonasDay in the life · UGC
  • Learning–batch#5theoFounder story · static

Sample data

Learnings that stick

Who buys cheapest, which concept keeps paying, what carries the spend and which opener stops people.

5 graded ads · 3 winners, 1 breakthrough · $12.5k spent in the last 30 days at $22.84 NCCPA, target $30

PartWhat is winningReadResult
  • 01AvatarOwner of an older dogStiff on walks, already tried glucosamine$19NCCPA2 of 2winners
  • 02ConceptFounder storyWhy we made it · problem aware$18NCCPA1 of 1winners
  • 03FormatUGC54% of spend · the 1 breakthrough$21NCCPA1 of 2winners
  • 04HookWatch her on the stairsOwner of an older dog · problem aware31%hook rate1 of 2winners
  • 05PageVet Q&A advertorialKPI Winner · next: the founder letter3.4%CVRKPI Winnerverdict

Sample data

The Leaderboard

Pods, editors and strategists, ranked on breakthroughs first, then spend, then NCCPA. Under 3 graded ads: no rank.

  1. 2Pod 1PT1Breakthrough
    $41,200
    Spend
    8
    Graded
    5
    Winners
    $26.80
    NCCPA
  2. 1Pod 2MJ2Breakthroughs
    $38,400
    Spend
    9
    Graded
    6
    Winners
    $24.10
    NCCPA
  3. 3Pod 3SA1Breakthrough
    $22,900
    Spend
    6
    Graded
    3
    Winners
    $27.40
    NCCPA

Sample data

Nothing judged early

Every ad reads against your target, and nothing reads at all until it has had a fair run.

  • On targetNCCPA at or under target
  • WatchUp to 1.5× target
  • Off targetBeyond 1.5× target
  • PendingUnder 3 days, under 3× target spend, or no new customer yet

Day in the life · day 2 of 3 · $210 of $90 · 4 new customers Pending

Sample data

Every morning in Discord

The daily report for each brand in your own server, plus /stats and /leaderboards.

Growth and Enterprise
ReconAPP
Daily Report Oct 5 🚀 · Fernhound OVERALL UPDATE • Revenue: $7,220 • Ad Spend: $1,284 · ROAS: 5.62 • NCCPA: $21.05 🟢 (target $30.00) · 61 new customers • Total Orders: 104 (12 returning) · Ads Live: 6 • Product cost: $977.60 · Shipping cost: $644.80 • Transaction fee: $209.38 • Profit: $4,104.22 (estimated only) · Margin: 56.85% 🏆 Mara has the day's best NCCPA, $17.40 (23 new customers)

Sample data

Runs in your browser at app.reconlabs.app. Nothing to install.

Claude and MCP connector

Ask your account anything.

Add Recon's connector to Claude, or any MCP client. Ask in plain English and the answer comes back as Recon's own chart, right in the chat.

Growth and Enterprise

Demo data. The charts are Recon's real chart cards, drawn from the connector's example data for The Farmer's Dog. The numbers are modeled, and The Farmer's Dog is not a Recon client.

Three steps to your first read

  1. 1

    Connect Meta and Shopify

    Read-only by design: ads_read on Meta, orders and customers on Shopify. Recon can never pause, edit or launch anything.

    Read-only
  2. 2

    Set your target NCCPA

    The most you will pay for one new customer. Every ad reads against it, adjusted by format and funnel stage.

    Target NCCPA $30.00
  3. 3

    Read every ad, then call it

    Once an ad is readable it shows On target, Watch or Off target. Your team types the verdict on the Roadmap.

    Under targetBreakthrough

One flat price, by brands

Every plan is free while Recon is in beta. These are the prices after the beta, and you get at least 30 days' notice first. A brand is one Meta ad account plus one Shopify store.

Starter

$339/mo

1 brand · 10 seats

  • Claude / MCP connector, not included
  • Discord reports, not included
Most teams

Growth

$549/mo

3 brands · 30 seats

  • Claude / MCP connector
  • Discord reports

Enterprise

$899/mo

Unlimited brands and seats

  • Claude / MCP connector
  • Discord reports

Free during the beta, no card · monthly after it, no annual plan · cancel any time

Every plan includes

  • Meta, Shopify and Clarity sync
  • Every ad read on NCCPA against your target
  • Ad and page libraries
  • Ad and page roadmaps
  • Attribution check
  • Benchmarks and trends
  • Creative and Funnel matrices
  • Learnings and post-mortems
  • Brand calendar and team Leaderboard

Running ads for a lot of brands? Enterprise covers unlimited brands. Email us or Ask on Discord.

Questions

How do I get in?

Recon is invite only during the beta. Join our Discord and press I want access, and we email you an invite. Or ask the team for an invite link at support@reconlabs.app.

We already use Triple Whale or Northbeam.

It depends on where you spend. Recon reads Meta only, and it credits a new customer to the ad they clicked through from, matched in your Shopify orders. If you also spend on Google or TikTok, or want multi-touch and view-through attribution to split budget between channels, keep them: that is their job, and Recon does not do it. If Meta carries most of your spend and the question is which ads to kill, scale and brief next, Recon answers that on its own.

Do you use Meta's numbers?

Meta's numbers show up side by side on the Attribution screen, for comparison. The read uses new customers counted in your Shopify store, joined to each ad through its UTMs.

Is it safe to connect our accounts?

Every connection is read-only. Recon asks Meta for ads_read and Shopify for orders and customers. It can never pause, edit or launch anything.

What happens to an ad that hasn't spent much yet?

It stays Pending until it has run 3 days, spent 3× your target and found a new customer. Pending isn't losing. It just isn't readable yet.

Does Recon decide the verdict?

No. Recon reads each ad against your target: On target, Watch or Off target. The verdict, Breakthrough, Spend Winner, KPI Winner or Loser, is your team's call, because only you know whether the whole account's spend moved.

My team won't fill in another tracker.

Most of each row fills itself: spend, new customers and NCCPA come from Meta and Shopify. Your team adds the concept, format and hook once, and the verdict when the test is done.

Does it cover landing pages too?

Yes. Pages get their own Roadmap, Library and Funnel matrix, read on conversion rate.

What does it cost?

Nothing while Recon is in beta. After the beta, plans are monthly with no contract, and you get at least 30 days' notice before anything is charged.