Frequently asked questions
Straight answers about working with SkaleWell
Pricing, process, results and tracking — answered plainly, with sources where an external fact is involved. If your question isn't here, ask it directly.
What does SkaleWell do?
SkaleWell is a founder-led performance marketing agency based in Melbourne, Australia, specialising in Meta (Facebook and Instagram) advertising for Shopify and DTC brands. The service covers campaign structure, weekly creative production, Pixel and Conversions API tracking setup, and plain-language weekly reporting.
How much does SkaleWell cost?
SkaleWell charges a flat monthly retainer rather than a percentage of ad spend. Engagements begin with a 30-day pilot, then continue month to month with no long-term lock-in. Every plan includes a weekly batch of new ad concepts, with higher tiers adding more concepts and motion or UGC-style formats.
Why does a flat fee matter instead of a percentage of ad spend?
A percentage-of-spend model pays the agency more every time your budget goes up, whether or not the extra spend is profitable. A flat fee removes that conflict: the agency earns the same whether it recommends scaling or pulling back, so the advice tracks your profit rather than your budget. It also means more of your money reaches the auction instead of the agency.
Who actually works on the account?
The founder does. SkaleWell deliberately takes a small number of clients at a time, so the person who sells the engagement is the person who builds the campaign structures, writes the reports, and answers questions directly. There are no junior account managers.
What results has SkaleWell produced?
For WasteMates, SkaleWell managed the account to blended ROAS rather than platform-reported ROAS, reaching 3.84× blended ROAS while lifting revenue 68%. Blended ROAS is total business revenue divided by total ad spend, so unlike platform-reported ROAS it cannot be inflated by attribution-window choices.
What is the difference between platform ROAS and blended ROAS?
Platform ROAS is the return Meta reports inside its own attribution window, counting conversions it believes its ads caused. Blended ROAS is total revenue across the business divided by total ad spend over the same period. Platform ROAS is useful for comparing ads against each other; blended ROAS is the number that matches your bank account and should drive budget decisions.
Do I need the Conversions API as well as the Meta Pixel?
Yes, in practice. Browser-only Pixel tracking loses events to ad blockers, browser privacy restrictions and cookie limits. Meta's Conversions API sends events server-side, and Meta's own documentation states server events “may be used in measurement, reporting, or optimization in a similar way as other connection channels”. Running both with correct deduplication gives the delivery system a fuller signal.
What ad spend does SkaleWell work with?
SkaleWell typically partners with brands spending from a few thousand up to six figures per month on Meta. If an account is not a good fit, SkaleWell says so on the initial call rather than taking the engagement.
Is there a minimum contract or lock-in?
No long-term lock-in. Engagements start with a 30-day pilot and then run month to month. This is a deliberate contrast to the 3-6 month lock-ins common in the agency market.
Where is SkaleWell based, and who does it work with?
SkaleWell is based in Melbourne, Australia, and works with Shopify and DTC brands remotely, including clients outside Australia. Reporting and communication run on a weekly rhythm regardless of time zone.
How quickly will I see results from Meta ads?
Honest answer: it depends on the account's starting point and how much historical conversion data the pixel has. A 30-day pilot is long enough to fix tracking, rebuild campaign structure and read early signal, but scaling decisions should be made on blended ROAS over a longer window. Beware anyone promising a specific multiple in a specific week.
Why do most first-time visitors not convert?
Because most e-commerce traffic does not buy on the first session. Baymard Institute's average across 50 separate studies puts documented online shopping-cart abandonment at 70.22%. That is the norm, not a failure of the ads, and it is exactly why single-session attribution flatters any one channel.
Sources
- Baymard Institute, 50 Cart Abandonment Rate Statistics — 70.22% average across 50 studies; last updated 22 September 2025.
- Meta for Developers, Conversions API documentation — updated 28 June 2026.
- Meta Business Help Centre, About attribution settings