Performance Snapshot — March Close & April Targets
| Metric | March Final (27 of 31 days) | Target / Ceiling | Status |
|---|
| Total Ad Spend | $58,184 | $75K floor (Apr) | Must ramp 29% in April |
| Blended MER | 32.2% | ≤30% ceiling (Apr) | Over ceiling — revenue must grow faster than spend |
| Gross Revenue | $180,780 | $400K/mo target | 55% below break-even target |
| Meta Spend | $44,405 | ~$50–55K (Apr goal) | Scale campaign collapsed last week — investigate |
| Amazon Spend | $5,010 | $7–8K/mo (guidance) | Still below recommended level |
| Google Spend | $8,769 | — | PMAX share growing (37% last week) |
⚠️ Urgent: Meta Spend Collapsed in Final Week of March
Total Meta spend the week of March 23 was $7,686 — down 43% from the prior week ($13,554) and down 80% from peak. The Scale campaign, which was running $3,300+/week, dropped to only $1,415. With April's $75K spend floor starting now, this under-spend trajectory must be reversed immediately. Canopy needs to explain what happened and confirm April budgets are loaded.
Q1 2026 vs. Q1 2025 Context
Q1 revenue is down 21.3% YoY ($545K vs. $693K). Total ad spend is down 18.0% ($151K vs. $184K). Revenue is declining faster than spend — every dollar cut from spend is removing ~$3.00 in revenue. Reversing this requires ramping spend into spring launch, not further restraint.
Meta Media Buying
Current State
March Meta spend finished at $44,405 across 6 active campaigns, generating 20,144 clicks. Q1 total is $110,328. The Scale campaign (49% of Q1 spend) dropped sharply in the final week — the week of March 23 saw only $1,415 from Scale vs. $3,329 the prior week. The Testing campaign was the top spender last week at $2,026. CM | New Customers CBO ramped to $893 — the highest it has been, which is encouraging.
| Campaign | Q1 Spend | Clicks | Impressions | Last Week |
|---|
| Sales | Scale | 2026 | $54,004 | 23,790 | 1,402K | $1,415 ▼ |
| Sales | Customer Retargeting | Q4 2024 | $17,410 | 8,571 | 918K | $1,319 |
| DPA | Catalogue Sales | CBO | $15,703 | 5,945 | 631K | $1,748 |
| CM | Testing Campaign | Sales | CBO | $12,669 | 5,401 | 310K | $2,026 |
| Sales | Dynamic 2% LLA | Q4 2025 | $5,135 | 1,553 | 97K | $0 |
| DPA | Seasonal Scents CBO | $3,982 | 1,646 | 164K | $286 |
| CM | New Customers | CBO | $1,424 | 666 | 28K | $893 ▲ |
This Week's Recommendations
🚨URGENT: Investigate Scale campaign collapse. Scale dropped from $3,329/week to $1,415 in a single week — a 57% cut. This is the single largest driver of our spend shortfall entering April. Did Canopy pause it intentionally? Did it hit a budget cap? Was there a creative fatigue signal? We need a written explanation before the Thursday meeting. Scale should be ramping up for spring launch, not down.
🔺April ramp: Meta needs to run at ~$1,700–1,850/day to hit the $75K total floor. March averaged $1,645/day in Meta. That's close — but with Scale collapsing, current trajectory puts April Meta at ~$50K. Load April budgets now and confirm daily pacing with Canopy by end of week.
✅CM | New Customers CBO is showing momentum — keep it growing. At $893 last week, this is the most valuable campaign for NC-ROAS (2.5x target). This should be the primary beneficiary of any budget increase, not the retargeting or DPA catalogue campaigns.
⚠️Retargeting campaign is STILL labeled "Q4 2024" — second week without action. This was flagged last week. Stale naming signals stale audiences. Rename it, confirm audience windows are current (30–60 day lookback), and refresh creative for spring. This is a blocking item.
🧪Testing campaign was top spender last week at $2,026 — provide breakdown immediately. We have now spent $12,669 on "CM | Testing Campaign" in Q1 with no visibility into what's winning. Before spending more, Canopy should share which ad sets are performing. Any underperformers should be killed before April scaling begins.
🌸Spring scents launch plan: confirm creative is ready. April is the start of spring launch window. Confirm with Canopy that spring scent campaigns (new seasonal scents) have dedicated ad creative loaded and approved in Meta Business Manager, ready to go live April 1–2.
Amazon Media Buying
Current State
March Amazon ad spend is $5,010 (projected ~$5,800 for the full month). Q1 total is ~$14,200 across 15+ SP campaigns. Revenue is $48,906 gross in March — down 27% vs. March 2025 ($66,962). Despite revenue softness, the fee improvement story is significant: platform fees dropped from 39.9% (2024) to 24.8% (2026), adding substantial margin on every Amazon sale. This makes the case for higher investment.
| Campaign | Q1 Spend | Clicks |
|---|
| CM | Top Products | SP Auto UD (Tos 10) | $3,440 | 3,445 |
| CM | All Product | SP Refine | $1,108 | 1,613 |
| CM | 2 Pack Golden Grove | SP Auto | $796 | 957 |
| CM | Master All | SP MIX (Tos 10 PP 15) | $649 | 669 |
| CM | Blondewood/Woodland Sage 2-pack | SP Alpha | $222 | 145 |
| All other campaigns (10+) | ~$1,750 | ~2,000 |
This Week's Recommendations
🔺Increase Amazon spend to $7–8K/month in April — this recommendation is being repeated for the second week. With platform fees at 24.8% (vs. 39.9% in 2024), every Amazon sale nets $0.15 more per dollar of revenue. The margin headroom is there. CM | Top Products SP Auto is the proven performer — increase its daily budget first.
📊ACOS/TACOS reporting still needed — second week without delivery. We cannot evaluate campaign profitability without attributed sales data. This should be a standard weekly deliverable from Canopy. Request this in writing at Thursday's meeting with a committed delivery date.
🧹Woodlang Sage typo is confirmed still active in campaign names. Our data shows campaigns named "CM | Grove, Woodlang Sage, Blondewood | SP Beta" and "SP Auto" still running alongside the correctly-spelled versions. This is not just cosmetic — it complicates reporting and suggests potential duplicate targeting. Canopy should fix and consolidate.
🌸Plan spring scent SP campaigns now. When new spring scents launch on Shopify (confirm timing with Katelyn), corresponding SP Auto campaigns should be queued immediately to start building Amazon organic rank. Early SP spend on new listings accelerates BSR improvement.
🎯Halo effect: request organic rank report for top 5 ASINs. We want to see whether ad spend is improving organic placement. This is a one-time ask to baseline — then monthly tracking. Canopy should be able to pull from Helium 10 or equivalent.
Google Media Buying
Current State
March Google spend is $8,769 — the highest monthly total in 2026. PMAX campaign share is improving: the week of March 23, PMAX (Scents + Bundles) was 37% of Google spend ($609 of $1,608) vs. only 8% at the start of March. This is the right direction. Branded Search still dominates at 75% of March spend but the trend is shifting.
| Campaign | Q1 Spend | Clicks | Last Week |
|---|
| Branded Search | $23,924 | 11,017 | $999 |
| Scents-PMAX-2026 | $1,369 | 528 | $368 ▲ |
| Bundles-PMAX-2026 | $842 | 331 | $241 ▲ |
This Week's Recommendations
✅PMAX progress is real — keep scaling. PMAX went from 8% of Google spend in early March to 37% by week ending March 27. This is exactly the right direction. Both campaigns should continue getting budget increases in April. Target: 50% PMAX / 50% Branded in April.
⚠️Branded Search at $999 last week — consider capping at $4,500/month in April. Branded search captures demand from people who already know us; it's not acquisition. If PMAX is demonstrating incrementality, a modest cap on branded frees up $3–4K/month to invest in true new-customer acquisition without increasing total Google spend.
🎯NC-ROAS tracking: PMAX is the acquisition channel. Branded Search converts existing demand; PMAX reaches new audiences. Please report PMAX conversion rate and ROAS separately from branded in your weekly update. This is how we evaluate whether PMAX is hitting the 2.5x NC-ROAS threshold.
🔍Search term report for Branded — still needed. Are competitors bidding on "Grow Fragrance"? Are there irrelevant queries in the branded campaign driving waste? One report is all we need to diagnose. This was requested last week and has not been delivered.
Last Week's Recommendations — Follow-Up (Week of March 26)
Reviewing the 14 action items from the March 26 guidance against this week's data.
Meta
❌Increase Scale campaign 20–30% for spring launch. Scale dropped 57% week-over-week ($3,329 → $1,415). The opposite occurred. Needs explanation at Thursday's meeting.
❌Rename retargeting from "Q4 2024". Campaign still shows as "Sales | Customer Retargeting | Q4 2024" in data. Not acted on.
❓NC-ROAS focus (Scale to new audiences). Unable to verify — no attribution breakdown provided by Canopy.
❓Testing campaign creative breakdown. Unable to verify — no creative performance report delivered. Testing campaign was the top Meta spender last week ($2,026). Escalating this request.
❓Spring launch creative readiness. Unable to verify — no status update from Canopy. April 1 is in 5 days.
Amazon
❓ACOS/TACOS reporting by campaign. Unable to verify — no attributed sales data delivered to the Datahub or shared in reporting.
❌Increase Amazon spend to $7–8K/month. March pacing is ~$5K. Not acted on.
❓Pack campaigns evaluation. Unable to verify without ACOS data.
❌Campaign naming cleanup (Woodlang Sage typo). Confirmed still present in data. Campaigns "CM | Grove, Woodlang Sage, Blondewood | SP Beta/Auto" are still active.
❓Halo effect tracking (organic rank). Unable to verify — no rank data provided.
Google
⏳Branded vs. non-brand balance. In progress — PMAX grew from 8% to 37% of Google spend. Good direction. Branded still dominant at Q1 level but trend is improving.
✅PMAX campaigns need runway. Both PMAX campaigns (Scents + Bundles) are growing week-over-week and receiving increased budgets. This action was taken.
❓NC-ROAS tracking on Google (PMAX separate). Unable to verify — no segmented conversion reporting from Canopy.
❓Search term report for Branded. Unable to verify — report not delivered.
Summary: 1 ✅ completed, 1 ⏳ in progress, 3 ❌ not done, 9 ❓ unable to verify. The three unambiguous misses (Scale drop, no retargeting rename, Amazon spend flat) should be discussed directly at Thursday's meeting.
Standing Directives (Unchanged)
These carry forward from the Media Performance Brief and apply every week:
- Primary metric: New Customer ROAS (NC-ROAS) ≥ 2.5x on 7-day click window.
- Secondary metric: Stay at or below monthly MER ceilings (April: 30%).
- Focus: Acquisition, not retention. Paid media fills the top of funnel. Klaviyo handles lifecycle.
- Revenue target: $400K+/month gross revenue — the break-even threshold.
- Spend floors: April $75K, May $85K. Do not underspend the floor — volume matters more than ratio.
- The reframe: We optimize for total profit dollars, not MER ratio. Higher spend at 28% MER beats lower spend at 25% MER if it generates more total revenue after costs.