⚠️ Headline: ETL Pipeline Stalled 22 Days — Mon May 18 Escalation Deadline Has Passed — Execution Accountability Is the Only Agenda Item
The Parquet pipeline still shows the same Apr 29 cut-off — now 22 days stale. No fact_ad_spend or fact_orders refresh has run since Apr 30 (etl_log run 989872). QB P&L was refreshed May 19 (run 989873) but that covers only the income-statement level, not transactional ad/order data. The entire first 20 days of May — Mother's Day, the May 4 cap/pause deadlines, the May 11 escalation, the May 15 CSV delivery deadlines, and the May 18 access-request deadline — have passed without a single data point in our system. April closed (restated): $76.1K spend / $226.4K gross / 33.6% MER (3.6 pts over the 30% ceiling). May 2025 comp: $108.5K spend / $385.4K gross. Today's meeting has one purpose: determine what actually happened on every outstanding deadline from the last two weeks, and confirm whether the Mon May 18 access escalation fired.
Performance Snapshot — April Final (Restated) & May Blind Spot
| Metric | April Final (1–29) | YoY (Apr 2025) | May 2025 Comp | May Target | Status |
|---|
| Total Ad Spend | $76,064 | $97,810 (-22%) | $108,460 | $85K floor | No May data — cannot verify pacing |
| Blended MER | 33.6% | 30.7% | 28.1% | ≤30% ceiling | April missed by 3.6 pts; May unknown |
| Gross Revenue | $226,360 | $331,983 (-32%) | $385,437 | $400K/mo | 42% below target; May unknown |
| Meta Spend | $60,046 | $76,820 (-22%) | $85,394 | ~$60K | 22 days since last visibility |
| Amazon Spend | $4,251 | $8,694 (-51%) | $9,842 | $7.5K ($250/day) | 51% under YoY; May unknown |
| Google Spend | $11,767 | $10,830 (+9%) | $11,554 | $10–12K | Branded cap status unknown |
| Shopify Revenue | $147,580 | $249,909 (-41%) | — | — | YoY gap deepening |
| Amazon Revenue | $72,630 | $78,090 (-7%) | — | ~$80K+ | Nearly flat YoY in April |
All April numbers restated from prior two weeks — no new transactional data has loaded since Apr 30. May 2025 comp column included because May targets assume parity or growth. The $85K May spend floor requires ~$2,740/day; with only 10 days left, a meaningful portion of May has already been set without any visibility. QB P&L refreshed May 19 but does not break out by ad platform. Data quality remains 🟡 on Amazon revenue level pending QB / Amazon Settlement reconciliation.
22-Day Data Stall — Windsor Pipeline Must Be Restored This Week
The Windsor → Parquet pipeline last ran Apr 30. The Mon May 4, May 11, and May 18 windows all came and went without a refresh. QB P&L was refreshed May 19 (etl_log run 989873–989874), confirming 2026 YTD operating cash flow at -$587,901 and cash at end of period $167,052. This is week 3 of the ad/order data stall. Parallel action item: Dan/Luis force a Windsor pull by EOD Fri May 23 so the May 28 report finally has May 1–23 visibility. If Windsor cannot be restored this week, we fall back to manual platform exports from Canopy.
Mon May 18 Escalation — Did It Fire?
Last week's report set a hard deadline: if <75% of binary asks were confirmed at the May 14 meeting, access requests (Google Ads admin, Seller Central read-only, Helium 10, Meta Business Manager) would go to Canopy leadership on Monday May 18. That deadline has passed. Today's meeting must answer three questions: (1) Were the access requests sent on Monday May 18? If yes, what was Canopy's written response? (2) If not sent, why not — and is it firing today? (3) What percentage of the 20 binary asks from the May 7 and May 14 reports have now been executed? If the answer to (1) is "no" and the pattern of non-execution continues, the access conversation must happen today during the meeting with Canopy present.
Meta Media Buying
Current State (Data Through Apr 29 — 22 Days Stale)
All April numbers are unchanged from the prior two weeks. April Meta closed at $60,046 across 5 campaigns. Last visible daily rates (Apr 23–29): Scale $750/day (accelerating), Retargeting $558/day, NC-CBO $309/day (stuck at 51% of target), Testing $266/day, DPA $167/day. Since then, every major deadline has passed without data verification: the May 4 pause/cap deadlines, the May 8 Mother's Day creative ship date, the May 15 deliverable deadlines, and the May 18 access escalation. May 2025 comp: Meta spent $85.4K that month. If Canopy executed the May 4 changes, Meta should be pacing ~$1,800/day in May (~$56K total). If nothing changed, Meta is pacing $2,050/day (~$64K). We literally do not know which scenario we are in.
| Campaign | Apr Spend | Last Known Daily | Week 10 Status | Confirm Today |
|---|
| Sales | Scale | 2026 | $18,919 | $750/day | Cap asked 10 weeks | $550/day cap in place? Show budget + May 1–20 daily export. |
| Sales | Customer Retargeting | Q4 2024 | $14,654 | $558/day | Pause asked 10 weeks | Campaign paused? If yes, show off date + May spend = $0. |
| CM | Testing Campaign | Sales | CBO | $9,637 | $266/day | Breakdown or pause asked wk 8 | Ad-set breakdown delivered, or campaign paused? |
| CM | New Customers | CBO | $9,403 | $309/day | $600/day ramp asked wk 8 | Current daily budget? Show May 1–20 daily spend. |
| DPA | Catalogue Sales | CBO | $7,433 | $167/day | Hold or pause pending | Confirmed intent for June: hold $150–180/day or deprecate? |
| (New) Mother's Day Acquisition | — | — | Ship date was May 8 | Did this campaign exist? Show creative + results. |
This Week's Recommendations
📸Non-negotiable first 10 min: Meta Ads Manager full screen-share. Katelyn captures screenshots of (a) each campaign's current daily budget, (b) May 1–20 daily spend column for all campaigns, (c) any new campaigns or ad sets launched in May. This is the only data source we have for 3 weeks of Meta activity. If Canopy resists the screen-share, that is itself a signal — note it explicitly.
🛑Scale + Retargeting — final status. Week 10. These are the two longest-running open asks in the account. If Scale is still uncapped and Retargeting is still live, the combined overspend since the first ask is approximately $20–25K. This is no longer a "preference" — it is a documented pattern of non-execution across 10 consecutive weekly meetings. If both are still unchanged today, this must be raised with Canopy leadership during the meeting (not deferred to Monday).
🔺NC-CBO — confirm current daily budget. If the ramp to $600/day landed, NC-CBO should be showing ~$600/day for the last 2+ weeks. If still at $309/day, reallocate the Retargeting budget ($558/day) directly into NC-CBO during the meeting. NC-CBO is the only Meta acquisition campaign that aligns with our stated strategy.
🌸Mother's Day post-mortem — 10 days late but still required. Did a dedicated Mother's Day creative run May 4–11? What was the Sun May 11 revenue spike (if any) vs. baseline Sundays? What was the NC-ROAS? If no Mother's Day creative shipped, that is a confirmed strategic miss on the third-largest gifting holiday of the year — document it in meeting notes.
🎨Creative refresh plan — 6th week asking. The May 18 deadline for this plan passed without delivery (to our knowledge). Required today in writing: (1) ranked list of all Meta ads running >60 days with spend and CTR; (2) creative calendar through Jul 31 with named assets and ship dates; (3) Father's Day plan (Jun 21 — exactly 4 weeks out, ship deadline is this week). The Shopify -41% YoY gap is the clearest signal of creative fatigue in the account.
🧭Remaining May Meta target: ~$20K over last 10 days (~$2,000/day). If Meta ran $40K through May 20, we are pacing $60K for the month (on target). If Meta ran $45K+, we are over — and the overspend is likely concentrated in Scale and Retargeting, exactly the campaigns we've been asking to cap/pause. Verify the actual number at the meeting and adjust remaining-day budgets accordingly.
Amazon Media Buying
Current State (Data Through Apr 29 — 22 Days Stale)
April Amazon closed at $4,251 — 51% below the $8,694 spent in April 2025 and well below the $7–8K target. Last visible daily pace was $214/day (week of Apr 22–28). The diagnosis is unchanged from weeks 8 and 9: Amazon's problem is underspend, not conversion. April in-platform ROAS was 2.96x (better than Meta or Google). May 2025 comp: Amazon spent $9.8K. The May 2026 target of $7.5K ($250/day) requires confirmation of May 1–20 actual pace today. Campaign-level visibility has been aggregated for over 5 weeks — the campaign-level CSV and TACOS report were due May 15, and the Seller Central access escalation was due May 18.
| Metric | March 2026 | April Final | Apr 2025 YoY | May Target |
|---|
| Amazon Ad Spend | $5,010 | $4,251 | $8,694 (-51%) | $7.5K ($250/day) |
| Amazon Gross Revenue | $75,302 | $72,630 | $78,090 (-7%) | ~$80K+ |
| Last Visible Daily Pace | $162/day | $214/day | ~$290/day | $250/day |
| Days Without Campaign-Level Visibility | — | 35+ days | — | target: ≤7 |
This Week's Recommendations
📸Seller Central screen-share: May 1–20 daily ad spend and attributed revenue. 22 days of no Amazon ad data in our system. Katelyn captures the daily breakdown. If May pace is below $200/day, Canopy increases budget during the meeting — there are only 10 days left to hit the $7.5K floor.
⚠️Amazon May math: $7.5K target, 10 days left. If May 1–20 pace was $200/day, Amazon has spent ~$4.1K so far and needs $340/day for the remaining 10 days to hit $7.5K. If pace was $150/day, Amazon has spent ~$3.1K and needs $440/day — likely not achievable. Get the exact number at the meeting and set the remaining-day budget explicitly.
🧹Campaign-level CSV — was the May 15 deadline met? The ask was: daily campaign-level Amazon Ads export for May 1–15 delivered by EOD Fri May 15, or Seller Central read-only access granted Mon May 18. Both deadlines have now passed. If neither was delivered, this ask is now 10 weeks old and the access request must be sent today — not deferred again.
📊ACOS / TACOS report — was the May 15 deadline met? Same escalation logic as the CSV. April Amazon in-platform ROAS was 2.96x, the best of any channel. Without TACOS we cannot separate incremental from cannibalized organic sales. If undelivered and access not granted, bundle into today's escalation.
🎯Brand Analytics + Helium 10 access — 10th week asking. This was bundled into the Mon May 18 escalation. If access was granted, begin using it immediately to model the marginal cost of the next $3K/month in Amazon spend. If denied for a 10th consecutive week, this is a structural transparency problem that must be resolved before June budget planning.
🌸Mother's Day Amazon results — what happened? Did Spring 2-Pack/3-Pack sub-variants get the requested $40–60/day Mother's Day push? What was Sun May 11 Amazon revenue vs. prior Sundays? Even if we're past the event, the data informs Father's Day (Jun 21) and summer pack strategy.
Google Media Buying
Current State (Data Through Apr 29 — 22 Days Stale)
April Google closed at $11,767 — above the $8–10K target. The structural mix problem remains the dominant issue: Branded Search ran at $287/day (64% of Google spend, +91% over the $150 cap), while Scents-PMAX was scaling cleanly at $212/day (35% of spend). Seasonal-Scents stuck at $6/day, Bundles-PMAX dark 6+ weeks. May 2025 comp: Google spent $11.6K. The Branded Search $150/day cap has now been requested for 10 consecutive weeks. The Mon May 18 access escalation deadline for Google Ads admin access has passed. Both the NC-ROAS report and the branded search term report were due May 15.
| Campaign | Apr Spend | Last Known Daily | Week 10 Status | Confirm Today |
|---|
| Branded Search | $7,581 | $287/day | Cap asked 10 weeks | $150/day cap set? Show May 1–20 daily spend. |
| Scents-PMAX-2026 | $4,141 | $212/day | Was scaling | Bumped to $300/day? Current budget? Push to $400/day. |
| Seasonal-Scents-PMAX-2026 | $45 | $6/day | Stuck or closed? | Was it launched for Mother's Day or folded into Scents-PMAX? |
| Bundles-PMAX-2026 | $0 | $0 | Dark 8+ weeks | Deprecated? Confirm during meeting if not. |
Branded Search: 10 Weeks, One Click, $50K/Year Run-Rate
The $150/day cap on Branded Search is a single-click change in Google Ads. It has been requested at every weekly meeting since mid-March. At $287/day vs. $150/day target, the overspend is ~$137/day = ~$4.1K/month = ~$50K/year. The Mon May 18 access escalation deadline has passed. If Canopy confirms today that the cap is still not set, Dan files for Google Ads admin access (Luis as backup admin, Dan as read+budget-edit) today, not Monday. The stated reason is specific and documented across 10 weekly reports.
This Week's Recommendations
🛑Branded Search — verify $150/day cap. Week 10. This is past the point of asking. If uncapped, the access request goes out today. If capped, show the May 1–20 daily spend to confirm it held (watch for cap-then-reraise pattern). Run-rate savings of the cap: $50K/year.
🔺Scents-PMAX — verify current budget and push to $400/day. This was the best-performing Google campaign through April: three consecutive weeks of clean WoW scaling. If Canopy bumped to $300/day as asked, the next step is $400/day = $12K/month run rate. PMAX is the only Google acquisition lever working — fund it with the Branded Search cap recovery. Target May exit rate: $400/day.
❌Seasonal-PMAX and Bundles-PMAX — close both if not already closed. Seasonal at $6/day is wasted overhead. Bundles has been dark 8+ weeks. Both should have been deprecated by May 9. Confirm or execute during the meeting. Fold all budget into Scents-PMAX.
🎯NC-ROAS report (PMAX-only) — was the May 15 deadline met? If delivered, review at meeting. If not, bundle into the access request. We need PMAX NC-ROAS separated from Branded to validate the acquisition case for scaling PMAX further.
🔍Branded search term report — was the May 15 deadline met? Same logic. If competitors are bidding on "Grow Fragrance," the defensive case for Branded Search has incremental value and informs the cap level. Without the report we default to the $150/day cap. 5-minute export from Google Ads.
🧭Remaining May Google target: ~$4K over last 10 days. If Google ran ~$8K through May 20 and Branded is still uncapped, Google is pacing $12K+ for May. If Branded was capped and PMAX scaled, the mix should be ~60% PMAX / 40% Branded — a healthy inversion of April's 64% Branded / 35% PMAX split. Verify actual mix at the meeting.
Last Week's Recommendations — Follow-Up (Week of May 14)
Reviewing the key action items from last week's report. Structural caveat: Parquet pipeline still has not refreshed (22 days stale). All items below remain ❓ (Unable to Verify from data) — they must be confirmed verbally at today's meeting. The critical new dimension: the Mon May 18 escalation deadline has now passed. Last week's report stated that if <75% of binary asks were confirmed, access requests would go to Canopy leadership on Mon May 18.
Meta (6 key items from May 14 report)
❓Meta Ads Manager screen-share at May 14 meeting. Did Katelyn capture screenshots of all campaign budgets and May 1–13 daily spend? If yes, those screenshots are the only May data we have — share them today. If the screen-share did not happen, that is a process failure on both sides.
❓Scale $550/day cap — was it confirmed at the May 14 meeting? Week 10. If uncapped through May 20, Scale has burned approximately $15K in May alone at the pre-cap rate ($750/day). Combined with the $19K April spend, that is $34K on a campaign with 0.48x ROAS.
❓Retargeting Q4 2024 — pause confirmed? Week 10. If still live at $558/day through May 20, that is ~$11K in May on a retargeting campaign when our stated strategy is acquisition-first.
❓NC-CBO ramp to $600/day — confirmed? If still at $309/day, the gap between what we're asking Canopy to do (ramp acquisition) and what they're doing (running retargeting and scale uncapped) is the single clearest evidence of strategic misalignment.
❓Mother's Day post-mortem delivered? Last week asked for creative shipped, Sun May 11 revenue spike vs. baseline, NC-ROAS. If this was not discussed at the May 14 meeting, it is now 10 days post-event and we still have no read on the third-largest gifting holiday.
❓Creative refresh plan — 6th week. Due in writing by May 7 (first ask), then re-asked May 14. If still not delivered, this is the longest-running undelivered creative ask in the account.
Amazon (5 key items)
❓Seller Central screen-share at May 14 meeting — May 1–13 daily spend captured? If yes, share the screenshots today. If not, we have 22 days of zero Amazon ad visibility.
❓Campaign-level CSV delivered by Fri May 15? If not, the Mon May 18 Seller Central access request should have fired. Confirm status.
❓ACOS/TACOS report delivered by Fri May 15? Bundled into the same May 18 escalation. 10th week asking.
❓Brand Analytics + Helium 10 access — granted on Mon May 18? If not, 10th consecutive denial.
❓Amazon spend re-anchored to $250/day? If May 1–20 pace is still <$200/day, Amazon will finish May at ~$6K — $1.5K below even the already-low $7.5K target.
Google (5 key items)
❓Branded Search $150/day cap — set? Week 10. Mon May 18 Google Ads admin access request should have fired if cap was still not set. Confirm.
❓Scents-PMAX pushed to $300/day? If scaling continued and the budget was bumped, this should be at $300+/day by now. Confirm and push to $400/day.
❓Seasonal-PMAX and Bundles-PMAX — closed? Both were asked to be deprecated by May 9. Binary confirmation needed.
❓NC-ROAS report (PMAX-only) delivered by May 15? Bundled into May 18 escalation if not.
❓Branded search term report delivered by May 15? 5-minute export, 10th week asking.
Escalation Status (Critical — New This Week)
🔴Mon May 18 access escalation — did it fire? Last week's report set a firm escalation: if <75% of binary asks were confirmed at the May 14 meeting, access requests (Google Ads admin, Seller Central read-only, Helium 10, Meta Business Manager) would go to Canopy leadership Mon May 18. Today's meeting must start with the answer to this question. If escalation was sent, what was Canopy's written response? If not sent, why not — and is it going out today?
Summary: 0 ✅ Completed, 0 ⏳ Partial, 0 ❌ Not Done, 16 ❓ Unable to Verify, 1 🔴 Escalation status unknown. This is the third consecutive week with 0 data-verified completions. The ❓ count is partly structural (pipeline stall) but also partly behavioral — even verbal confirmation at last week's meeting should have resolved several items. Net pattern across 10 weeks: scaling asks (Scents-PMAX) tend to land. Cap, pause, reporting, and access asks consistently do not. The 10-week accumulation of non-executed asks is no longer a communication gap — it is a structural accountability gap that the access escalation was designed to resolve. Recommended meeting structure: (1) first 5 min — escalation status (did the Mon May 18 ask fire?); (2) next 15 min — three sequential screen-shares (Meta → Google → Amazon) covering May 1–20 daily spend and current budgets; (3) next 10 min — Mother's Day post-mortem; (4) final 10 min — Father's Day plan (Jun 21, 4 weeks out) and June budget framework.
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 (May: 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: May $85K (current month — 10 days remaining), Jun $50K, Jul $50K, Aug $65K, Sep $70K, Oct $65K, Nov $95K, Dec $60K. 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. Caveat: that logic inverts when MER runs above the ceiling, which is where April closed.