If I were you, the very first thing I'd do is a full audit of my Google Analytics 4 setup. That's where I'd start because Q4 is too expensive to base decisions on faulty data. The guys on the DTC Podcast are constantly saying that if your analytics are a mess, especially with duplicate conversions, you can't trust your ROAS. You'll end up scaling the wrong campaigns and burning cash when it matters most.
In week one, I'd focus entirely on the foundation. I'd follow the advice from Richard on the DTC Podcast and do a full GA4 gut check, making sure my conversions are de-duplicated and the data is clean. Then, I’d pull all of last year's Q4 performance data. The Pilothouse team on DTC Podcast made a great point about using historical data to set realistic KPIs instead of just guessing. I want to know what worked, what didn't, and where the budget was wasted. I'd also review my current campaign structure to make sure it's logical and not a complete mess before I start ramping up spend.
In the first month, I'd shift from planning to execution. This is when I would start