Globe-Trotter × 21Nova · Growth Proposal

Who we are

Growth & Performance Partner for Premium E-Commerce Brands

We help e-commerce brands scale profitably through performance marketing, strategy, creativity and international expansion.

From our offices in Spain and Colombia, we manage campaigns across 125+ countries. Globe-Trotter is exactly the type of premium brand our methodology is built for.

What sets us apart

Why brands choose to grow with us.

We are not a service provider. We are a strategic partner that gets involved in your business as if it were our own.

E-commerce specialisation

100% focused on online brands. All our knowledge, processes and team are designed for digital commerce — we are not a generalist agency.

Performance + Creativity

Proprietary methodology combining performance data with high-impact ad production. The best ads are not the prettiest — they are the ones that convert.

International expansion

We scale brands into new markets profitably. Our clients go from selling only locally to generating revenue across 30+ countries.

Strategic partner

Real partnership, not just execution. We get involved in business strategy, review the numbers and make decisions oriented towards sustainable growth.

Case Studies

Real results, real brands.

Each of these cases represents a different reality. The common thread: profitable and sustainable growth.

Case 01 From Local to International

A Spanish fashion brand that sold almost exclusively in Spain (98.4%). After one year with 21Nova, 35% of its revenue now comes from international markets.

Before

Spain: €247,749
International: €3,970

After 1 year

Spain: €926,942
International: €498,094

×5.6

International share
in 4 months

+300%

International sales
(headline result)

Case 02 From 8% to 45% international revenue

An established brand since 2014, strong locally but with only 8% international revenue and stagnant acquisition. In 4 months it multiplied its international share by 5.6.

+440%

International sessions

+115%

Purchases on Meta Ads

+104%

Above session target

+45%

Above revenue target

Case 03 E-commerce LATAM — Growth + Retention

A Latin American brand with a strong audience connection but untapped repeat purchase potential. We combined aggressive acquisition with a retention strategy that turned one-time buyers into repeat customers.

×4.4

In online sales
(405M → 1,790M COP)

×5.3

Repeat customers
(211 → 1.122)

40%

Repurchase rate
(before: 29%)

×6

Year-on-year sessions

Case 04 European brand: from €45K to €1M in 3 years

A brand with extremely strong product-market fit but a dormant online store: only ~€45K in annual sales. We built the e-commerce operation from the ground up and scaled it sustainably over three years.

×23

In online sales
(€45K → €1.06M)

+81%

Average ticket
(€90 → €162)

×18

Repeat customers

×10

New customers
× 13 orders

Our solutions

Multiple services, one single vision.

A complete ecosystem of tools and services designed for e-commerce growth, with paid media at the centre.

21Performance

Paid Media

Meta Ads, Google Ads, TikTok Ads and Pinterest. Full conversion-focused campaign management with continuous MER optimisation. Strategy to scale into new markets with targeting and budget optimised by country.

Creative

Ad Production

Creative production and strategy for paid media. Proprietary methodology combining performance data with content that converts.

21Web

Shopify & Tracking

Shopify store development and optimisation. Advanced tracking implementation for maximum campaign traceability.

21Email

Email Marketing

Email marketing strategy and management with Klaviyo. Retention, winback and nurturing flows to maximise LTV.

21Data · Coming soon

Analytics & Data

Unified dashboard with a 360° view of the business. Data-driven decisions, not intuition.

Coming soon

Need something else?

We work as a strategic partner and adapt to the needs of each brand.

Media Audit · Globe-Trotter · 2025–2026

Account Audit · Jun 2025 — Jun 2026

Globe-Trotter · Full Account Analysis

£311,384 invested across Meta and Google. These are the complete findings from the audit.

⚠️ Tracking Issue — Fix Before Anything Else

Pixel is configured and they have a cookie banner, but users can browse without accepting cookies. The Pixel fires before the user takes any action. It does not track the Checkout Started event.

META · 2026 YTD — Overview

3 active campaigns · £144,633 total spend · currently 1 active campaign (DE, USA, UK)

ROAS

1.84

CTR

4.40%

CPM

£5.56

Cost/Visit

£0.29

Cost/Add to Cart

£181.24

AOV

£1,634.75

Avg. Frequency

3.7

Retargeting Share

1.37%

Meta · 2026 YTD · Spend by Country

Country	Spend (£)	% Spend	CPM (£)	AOV (£)	Purchases
🇺🇸 US	£88,364.90	61.1%	£15.07	£1,485.96	125
🇬🇧 GB	£20,363.61	14.1%	£5.78	£1,183.33	12
🇮🇹 IT	£9,975.79	6.9%	£1.87	–	0
🇦🇪 AE	£8,894.66	6.1%	£1.01	£604.36	1 ⚠️
🇩🇪 DE	£5,604.70	3.9%	£5.82	£1,106.23	9
🇦🇺 AU	£5,402.06	3.7%	£8.11	£5,640.91	7 ✓
🇸🇬 SG	£3,444.66	2.4%	£5.66	£1,239.91	3
🇨🇭 CH	£2,582.75	1.8%	£10.76	£2,125.43	6

Meta · 2026 YTD · Breakdown by Age

Age	Spend (£)	% Spend	AOV (£)	Purchases	ROAS
18–24	£4,749.42	3.3%	£256.19	1	0.05 ❌
25–34	£13,810.52	9.5%	£1,837.20	13	1.73 ❌
35–44	£16,125.53	11.1%	£1,554.46	18	1.74 ❌
45–54	£35,479.86	24.5%	£1,455.53	48	1.97 ✅
55–64 ★	£42,735.55	29.5%	£1,942.24	59	2.68 ✅ Best
65+	£31,729.59	21.9%	£1,245.29	24	0.94 ❌

Meta · 2026 YTD · Breakdown by Gender

Gender	Spend (£)	% Spend	AOV (£)	Purchases	ROAS
♀ Female	£81,563.21	56.4%	£1,838.03	85	1.92x ✅
♂ Male	£61,654.13	42.6%	£1,395.84	75	1.70x ❌
– Unknown	£1,415.84	1.0%	£1,847.95	3	3.92x

Meta · 2025 · Spend by Country

£133,510.61 invested · ROAS 2.46 · Frequency 2.90 · CPM £10.61 · CTR 1.28% · AOV £869.82

Country	Spend (£)	% Spend	CPM (£)	AOV (£)	Purchases	ROAS
🇺🇸 US	£103,097.79	77.2%	£12.34	£993.99	265	2.55 ✅
🇬🇧 GB	£21,511.20	16.1%	£7.47	£543.59	99	2.50 ✅
🇫🇷 FR	£3,038.77	2.3%	£17.95	£677.43	3	0.67 ❌
🇩🇪 DE	£1,393.15	1.0%	£14.00	£1,294.76	2	1.86 ✅
🇦🇪 AE	£1,319.83	1.0%	£2.53	£1,495.88	4	4.53 ✅
🇦🇺 AU	£844.09	0.6%	£11.40	£12.95	3	0.05 ❌
🇮🇹 IT	£728.68	0.5%	£2.08	–	0	–
🇸🇬 SG	£482.48	0.4%	£8.62	£462.70	2	1.92
🇨🇭 CH	£265.01	0.2%	£13.90	–	0	–
Total	£133,510.61	100%	–	–	378	2.18

Meta · Jun 2025 – Jun 2026 · Combined

Total: £252,660.23 invested · 473 purchases

Country	Spend (£)	% Spend	CPM (£)	AOV (£)	Purchases	ROAS
🇺🇸 US	£173,557.04	68.7%	£13.23	£1,054.59	353	2.14 ✅
🇬🇧 GB	£37,169.99	14.7%	£6.90	£451.02	82	0.99 ❌
🇩🇪 DE	£8,621.91	3.4%	£5.77	£893.23	12	1.24 ❌
🇦🇪 AE	£9,646.65	3.8%	£1.04	£1,317.57	5	0.68 ❌
🇦🇺 AU	£5,951.48	2.4%	£8.24	£5,640.91	7	6.63 ✅
🇮🇹 IT	£10,706.22	4.2%	£1.89	–	–	–
🇸🇬 SG	£3,825.46	1.5%	£5.82	£929.02	5	1.21 ❌
🇨🇭 CH	£3,181.47	1.3%	£11.16	£1,542.15	9	4.36 ✅
Total	£252,660.23	100%	–	–	473	–

GA4

5 properties configured, only 3 track data: USA, UK, and Japan.

🇺🇸 USA property: 330,368 sessions — 82% paid
🇬🇧 UK property: 478,407 sessions — 77% paid
🇯🇵 Japan property: 381,530 sessions — Google Ads 17% + Display 19%

Google Ads · US Account + UK Account

Two separate accounts — good practice. US: £100,748.86 spent, ROAS 1.25 · UK: £73,038.38 spent, ROAS 8.59

US Account

🇺🇸 USA	£36,764.08	ROAS 3.28
🇦🇺 AU	£487.32	ROAS 9.11

Search (brand, Maximize Conversions, AI Max enabled) + PMax (Maximize Conversion Value with target ROAS, no brand exclusions, medium/low asset effectiveness). No negative keywords added.

UK Account · Spend by Country

🇬🇧 UK	£136,424.54	5.59
🇩🇪 DE	£510.18	5.50
🇫🇷 FR	£1,028.82	–
🇵🇰 PK	£212.94	–
🇳🇬 NG	£179.99	–

100% of conversions from brand terms. Spend on Rimowa-related terms → 0 purchases. No negative keywords. PMax and Search compete on brand terms. Expand-beyond-target left enabled — budget leaking to many countries with no return (Pakistan, Nigeria, Hong Kong, Saudi Arabia, Morocco...).

Shopify · Revenue & MER

⚠️ Online purchases not tracked Jul 2025 – Feb 2026 (Point of Sale + Nyla only during that period)

2025 Online Sales

−51% YoY

Conversion Rate

0.04%

AOV

£1,351.20

UK Drop

−45%

US Growth

+12%

CH Drop

−73%

AU Drop

−70%

Main funnel problem: View Content → Add to Cart (rest of funnel is healthy). UAE has the most traffic but a conversion rate of 0.001%. Spike in sessions in Mar–Apr then dropped off. Bot rate under control.

Monthly Spend · Meta + Google · Jun 2025 – Jun 2026 ⚠️ Billing data incomplete Aug-25 to Feb-26

Month	Revenue €	Meta £	Google £	Total Spend £	MER
Jun-25	49,889	5,934	8,601	14,534	29.1%
Jul-25	-7,073 ⚠️	19,987	6,895	26,882	–
Aug-25	0 ❌	21,650	5,151	26,801	–
Sep-25	0 ❌	17,614	5,419	23,032	–
Oct-25	0 ❌	5,125	6,114	11,239	–
Nov-25	0 ❌	8,741	9,482	18,223	–
Dec-25	0 ❌	22,226	7,305	29,531	–
Jan-26	0 ❌	50,589	2,704	53,293	–
Feb-26	0 ❌	41,409	1,140	42,549	–
Mar-26	38,290	15,818	1,116	16,933	44.2%
Apr-26	77,541	7,583	2,817	10,400	13.4%
May-26	88,211	17,694	1,127	18,822	21.3%
Jun-26*	61,460	18,292	851	19,143	31.1%

Shopify · Revenue by Country (Jun 2025 – Jun 2026)

Total revenue: €308,318 · Total spend: £311,384 · Global MER: 101%

Country	Revenue €	Meta £	Google £	Total Spend £	MER
🇺🇸 US	19,822	173,556	36,963	210,519	1,062% ⚠️
🇬🇧 GB	127,496	37,177	20,837	58,014	45.5%
🇦🇪 AE	9,191	9,645	0	9,645	104.9%
🇩🇪 DE	12,430	8,621	71	8,691	69.9%
🇦🇺 AU	16,068	5,951	515	6,465	40.2%
🇸🇬 SG	5,943	3,825	0	3,825	64.4%
🇨🇭 CH	7,446	3,181	0	3,181	42.7%
🇨🇦 Canada	12,620	0	0	0	Organic ✓
🇰🇼 Kuwait	13,300	0	0	0	Organic ✓
TOTAL	308,318	–	–	£311,384	101%

Conclusions & Areas for Improvement

Pixel fires before cookie consent — Checkout Started not tracked

GDPR compliance issue. Corrupts the algorithm's data quality. Mandatory fix before any other optimisation.

P0 Urgent

USA and UAE are loss-making markets

US MER 1,062% — spending £210K to generate €19K in revenue. UAE: 1 purchase in 2026. Budget needs immediate reallocation to AU (ROAS 6.63) and CH (ROAS 4.36).

Critical

Funnel not differentiated — no retargeting (only 1.37% of spend)

No distinction between prospecting and retargeting. No exclusions. For a brand with AOV £1,351 requiring multiple touchpoints, this is a critical structural gap. Cost per Add to Cart at £181.

Critical

Tiers not well structured (UAE, Kuwait, Saudi = Tier 1)

Tier 1 (UAE + Kuwait + Saudi Arabia) is being treated like Tier 3 (US, AU, CH — high CPM, high-value). CPMs vary wildly within same ad set, causing budget to pile into cheapest CPM countries regardless of ROAS.

High Priority

Low creative diversity — best ad is an automatic DPA

2–3 active creatives per ad set. Product detail dominates. No aspirational content strategy. Best-performing ad globally is USA | Sell - All Products (DPA). For a luxury brand, this is a major missed opportunity.

High Priority

Too many ad sets — fragmented signal, slow learning

No LAL audiences tested. Some ad sets use value rules (45+) which is correct, but overall structure needs consolidation to speed up Meta's learning phase.

High Priority

Google: PMax and Search competing on brand terms

UK account: 100% of conversions from brand search. Spend going to Rimowa terms with 0 purchases. No negative keywords. Expand-beyond-target enabled — budget leaking to Pakistan, Nigeria, Morocco, etc.

High Priority

Canada & Kuwait: organic revenue with zero paid investment

Canada €12,620 and Kuwait €13,300 in revenue without any paid spend. Validated organic demand — natural candidates to start scaling with structured paid investment.

Opportunity

Launch LAL 1–3% on buyer base

Account has sufficient history. LAL audiences on buyers are one of the most efficient audiences for luxury brands with high AOV. Has not been tested in any campaign.

Opportunity

Our Proposal · Paid Media

We believe we can do better.

Based on the audit →, Globe-Trotter has strong fundamentals — the right budget, a high AOV and markets with proven demand. With the right management, we are confident we can significantly improve performance.

21Nova Team

Paid Media Account Manager

Strategic Growth Consultant

Paid Social Specialist

Paid Search Specialist

Ad Creatives Strategist

Data Consultant

Services Included

All services required for best Paid Media performance

Monthly strategic meeting — objectives, needs and next steps

Weekly check-in — full visibility of everything happening in the account

Monthly day-by-day, week-by-week investment budget by channel

Bespoke Growth Document for Globe-Trotter — all key metrics across all markets, historical tracking and forecasting

21Method™ diagnostic — scoring the 10 pillars of our proprietary methodology

Initial Research — value proposition, market positioning, competitive landscape, benchmarks

Unit Economics exercise — ensuring optimal profitability in each market

Monthly reports across all ad channels in Looker Studio / Google Sheets

Next Steps

How do we get started?

Confirm & send legal details

Let us know you want to go ahead. Send the full name, ID document of the legal representative who will sign the contract, and the company tax details.

Sign the contract + payment to start

Kickoff only begins once both the contract is signed and the initial payment is received. Monthly fees are charged via direct debit — finance@21novastrategy.com will set this up with you.

One-Time Onboarding Fee

£3,000

One-off payment at signing — covers full account setup.

Commitment Advance (6 months)

£250 / month × 6

£1,500 paid upfront. Deducted from each monthly fee throughout the 6-month plan.

Monthly ad spend

£25.000

£0 £50.000 £100.000 £150.000 £200.000

Monthly ad spend

£25.000

Paid directly to Meta / Google

Management fee 21Nova

£5.750

Standard rate · Excl. VAT

Final fee to pay

£5.500

Deducting £250/month commitment advance

If Globe-Trotter invests £25,000/month in advertising, the 21Nova management fee is £5,750/month. Deducting the £250/month commitment advance already paid, the final fee payable to 21Nova is £5,500/month.

All fees exclude VAT.

Onboarding & first campaigns — first week of August 2026

Once signed and paid, we begin integrations immediately. The onboarding runs over three weeks:

Welcome Call — Introduction to the 21Nova team, methodology and key questionnaire about Globe-Trotter.

Strategic Sessions — Business & Operations, eCommerce Growth & Performance, and Creative Workshop.

Growth Diagnostic — 21Method™ — Full business analysis across the 10 key pillars of our proprietary methodology.

First campaigns live — first week of August 2026 — While Globe-Trotter prepares assets, 21Nova builds the initial strategy in parallel.

Let's scale together,
Globe-Trotter.

Full ownership of Paid Media — structured, optimised and built to scale Globe-Trotter profitably. 21Nova takes it from herd needs to grow profitably.

To move forward, reach out to us at finance@21novastrategy.com and we will send you the contract and next steps.

21novastrategy.com

Paid Media & Creative Strategy
for Globe-Trotter.

Growth & Performance Partner for Premium E-Commerce Brands

Results that speak for themselves.

We drive the growth of leading brands through aspirational concepts and strong brand identity.

Why brands choose to grow with us.

Real results, real brands.

Multiple services, one single vision.

Globe-Trotter · Full Account Analysis

We believe we can do better.

How do we get started?

Let's scale together,
Globe-Trotter.

Paid Media & Creative Strategyfor Globe-Trotter.

Growth & Performance Partner for Premium E-Commerce Brands

Results that speak for themselves.

We drive the growth of leading brands through aspirational concepts and strong brand identity.

Why brands choose to grow with us.

Real results, real brands.

Multiple services, one single vision.

Globe-Trotter · Full Account Analysis

We believe we can do better.

How do we get started?

Let's scale together,Globe-Trotter.

Paid Media & Creative Strategy
for Globe-Trotter.

Let's scale together,
Globe-Trotter.