⚠️ Headline: April Closed at ~33.6% MER vs. 30% Ceiling — Data-Lag Means Today's Meeting Is About Verifying Week-7 Asks Were Acted On
April 1–29 (29 days, full month minus 1 day): ad spend of $76.1K generated $226.4K of gross revenue — a 33.6% MER, ~3.6 points above the 30% April ceiling, but materially better than last week's MTD read of 42.2% (the gap closed as more order data settled). Projected full-April: ~$78.7K spend / ~$234K gross / 33.6% MER. April 1–29 revenue is -29% YoY ($226.4K vs. $318.3K Apr '25 same period) on -22% lower spend ($76.1K vs. $97.8K) — the YoY revenue gap is real but narrower than the same-week '25-only spend cut would suggest. ⚠️ Critical caveat: the Parquet ad-data extract is still through Apr 29 (Meta/Google) and Apr 28 (Amazon) — we have no Apr 30 – May 6 data yet, so this report cannot verify whether last week's seven directional asks (Retargeting pause, Scale cap, NC-CBO ramp, Branded cap, etc.) were actually executed. Today's Canopy meeting needs to start with binary in-platform confirmation: was Retargeting Q4 2024 paused on/before Mon May 4? Was Scale capped at $550/day? Was Branded capped at $150/day? Was NC-CBO ramped to $600/day? Five-minute screen-share will close all four.
Performance Snapshot — April Near-Final (1–29) & May Setup
| Metric | April 1–29 | April Projected* | April 1–29 2025 (YoY) | April Target | Status |
|---|
| Total Ad Spend | $76,064 | ~$78,687 | $97,810 (-22%) | $75K floor | Cleared floor (margin: $3.7K) |
| Blended MER | 33.6% | ~33.6% | 30.7% | ≤30% ceiling | 3.6 pts over ceiling — better than last week's 42% read but still a miss |
| Gross Revenue | $226,360 | ~$234,165 | $318,344 (-29%) | $400K/mo | 42% below break-even target |
| Meta Spend | $60,046 | ~$62.1K | $76,820 (-22%) | $55–60K | Top of band — $2,050/day last 7 days, Scale still hot |
| Amazon Spend | $4,251 | ~$4.4K | $8,694 (-51%) | $7–8K/mo | Apr 21+ "aggregated" rollup at $214/day last 7d — pace slipping |
| Google Spend | $11,767 | ~$12.2K | $10,830 (+9%) | $8–10K | Above range — Branded $287/day & PMAX $212/day |
| Shopify Revenue | $147,580 | ~$152.7K | $239,256 (-38%) | — | YoY gap widened on near-flat YoY Meta+Google daily |
| Amazon Revenue | $72,630 | ~$75.1K | $75,104 (-3%) | — | YoY gap closed dramatically vs. last week's read 🟡 |
*Projection method: 29-day actual ÷ 29 × 30 days. Ad spend data through Apr 29 (Meta/Google) and Apr 28 (Amazon); order revenue through Apr 29 across all channels. No May data is loaded yet — the Parquet pipeline runs weekly on Mondays and the next refresh has not run with May data. Amazon revenue YoY (-3%) is a meaningful improvement vs. last week's -44% read because Apr 14–29 settlement-lag order data has now landed; Shopify YoY (-38%) is the more stable read and confirms the conversion problem on Meta. Data quality 🟡 on the Amazon revenue level until the next QB / Amazon Settlement reconciliation runs.
Apr 1–29 YoY Recap: -29% Revenue on -22% Spend = a Real but Smaller Conversion Gap
Same 29-day window, side-by-side: April 2025 = $318.3K gross / $97.8K spend / 30.7% MER. April 2026 = $226.4K gross / $76.1K spend / 33.6% MER. We are spending less and converting modestly worse in efficiency. The YoY revenue gap is concentrated in Shopify (-38%), not Amazon (-3%) — which sharpens the diagnosis. Meta+Google daily run-rate is roughly flat YoY ($2,476/day '26 vs. $3,022/day '25, ~80% of last year's daily) but Shopify revenue is at 62% of last year. That 18-point shortfall is the creative-fatigue / CVR signature, exactly where the asks have been pointed for 7 weeks.
The Pivot: Today's Meeting Is a Verification Meeting — Five Binary Confirmations
Last week's guidance set seven directional asks with explicit deadlines (most for Mon May 4 or Fri May 1). With no May data loaded yet, we cannot read execution from Parquet — we have to ask. Required at the top of today's meeting (5 minutes, screen-share): (1) Was Retargeting Q4 2024 paused on/before Mon May 4? Show the campaign status. (2) Is Sales | Scale | 2026 capped at $550/day? Show the budget. (3) Is New Customers CBO at $600/day as of Fri May 8? Show the budget. (4) Is Branded Search capped at $150/day? Show the campaign budget. (5) Did Testing Campaign deliver an ad-set breakdown for Apr 1–28, or was it paused? If 4 of 5 are confirmed in-platform, we exit week 7 cleanly and shift to creative-refresh execution. If 0–2 of 5 are confirmed, that triggers the access ask (Google Ads admin, Seller Central read, Helium 10) on Monday May 11.
Meta Media Buying
Current State
April Meta spend (1–29): $60,046 across 5 campaigns over 29 days, running at $2,050/day last 7 days (Apr 23–29) — projecting ~$62.1K for full April, top of the $55–60K target band. Last 7 vs. prior 7 (Apr 16–22): Scale jumped again $569 → $750/day (+32%) — Apr 14–20 was already +37% WoW so this is two consecutive weeks of undirected scaling at deteriorating ROAS (0.50 last 4 weeks; 0.27 last 7 days at $1,398 attributed rev / $5,251 spend). Retargeting Q4 2024 climbed again $522 → $558/day (+7%). NC CBO held flat at $309/day for the second straight week — directionally right vs. ramps but still 48% short of $600 ask. Testing stepped down $325 → $266/day. DPA Catalogue stepped down $182 → $167/day. Net read: Meta is still hot at the top, mid-funnel still stalled, no May data loaded so we cannot yet see whether Mon May 4 deadlines were honored.
| Campaign | Apr 1–29 Spend | Last 7 Daily | Prior 7 Daily | WoW | Last-7 ROAS | Status |
|---|
| Sales | Scale | 2026 | $18,919 | $750/day | $569/day | +32% | 0.27 | 2nd consecutive +30%+ WoW ramp at falling ROAS |
| Sales | Customer Retargeting | Q4 2024 | $14,654 | $558/day | $522/day | +7% | 0.41 | Week 8 — May 4 pause deadline confirm today |
| CM | Testing Campaign | Sales | CBO | $9,637 | $266/day | $325/day | -18% | 0.43 | 8th week without ad-set visibility |
| CM | New Customers | CBO | $9,403 | $309/day | $309/day | 0% | 0.20 | Held flat — needs ramp to $600/day this week |
| DPA | Catalogue Sales | CBO | $7,433 | $167/day | $182/day | -9% | 0.42 | Drifting down — needs intent confirmation |
"Last 7 Daily" = Apr 23–29 daily average. "Prior 7 Daily" = Apr 16–22. ROAS = Windsor-attributed revenue ÷ spend; treat as directional, not as NC-ROAS (which Canopy still owes us). ROAS values are unusually compressed across the board — Windsor 7-day click attribution may be missing recent conversions; ask Canopy to reconcile against Meta Ads Manager 7-day click view today.
This Week's Recommendations
✅Verify Retargeting Q4 2024 was paused on/before Mon May 4 — first item of meeting. Week 8. The Apr 27 deadline was missed; the May 4 deadline was reaffirmed in writing last week. With no May data loaded, the only way to verify is in-platform: open Meta Ads Manager on a screen-share, show the campaign status. If still active, pause it during the meeting and confirm the $558/day reallocation: $400 → New Customers CBO; $158 → DPA Catalogue. If already paused, confirm where the dollars went and that they did not land back in Scale.
⛔Sales | Scale | 2026 — verify $550/day cap, escalate if not. Two consecutive +30%+ WoW ramps (Apr 9–22: $524 → $716; Apr 16–29: $569 → $750) at deteriorating ROAS. Last 7 days: $5,251 spend / $1,398 attributed rev = 0.27 ROAS. This is the single largest budget drag on the account. If Scale is still running above $600/day on May 7, ask Canopy in writing why the $550 cap was not set and route the answer to Canopy leadership Monday May 11. The data does not support any further benefit-of-the-doubt on Scale.
🔺New Customers CBO — verify $600/day landing, 4th time asking. Two consecutive weeks held flat at $309/day = 51% of the $600 target. CTR hierarchy on the account still favors NC-CBO (best). Confirmation today: is NC-CBO at $450 (per Mon May 4 step) and on track to $600 by Fri May 8? If still at $309/day, this is week 8 of the same ask with the same data signal — escalate to Canopy leadership Monday with a request for written rationale why the recommendation cannot be executed.
🧪Testing Campaign — confirm ad-set breakdown delivered or campaign paused. Last week's ultimatum: deliver Apr 1–28 ad-set breakdown by Thursday May 1, or pause Friday May 1. Did either happen? If breakdown delivered, share it at the meeting and we set a monthly cadence. If paused, confirm $266/day went to NC-CBO. If still running without breakdown, this is the cleanest test of whether week-7 deadlines stick at all.
🎨Creative refresh plan — 4th week asking. Today is the writing deadline. Apr 1–29 Shopify revenue $147.6K vs. $239.3K same period 2025 = -38% YoY. Meta+Google daily ad pace is at 82% of YoY ($2,476 vs. $3,022). The 18-point gap between paid pace and Shopify revenue is the conversion-fatigue signal. Required at today's meeting: (1) ranked list of all Meta ads running >60 days with spend & CTR; (2) May–July creative ship calendar; (3) Mother's Day creative (live by Fri May 8 — 3 days from now). Verbal-only is no longer acceptable; if not in writing today, this becomes a Monday May 11 escalation to Canopy leadership.
🌸Mother's Day push — May 11 is Sunday, ship creative by Fri May 8. Spring window closed without a dedicated creative; Mother's Day is the next 2-week sprint. Need a Mother's Day acquisition concept live in Ads Manager by Fri May 8 at $250/day funded from the Scale cap and Retargeting pause. Canopy should walk into today's meeting with the asset, not a calendar.
🧭May Meta target: $60K (NOT $62K). Hold the line — May floor is $85K total. April projected $62.1K. May should NOT carry that forward. Net effect of Scale cap + Retargeting pause + NC-CBO ramp + Mother's Day creative is roughly Meta-budget-neutral at $60K. The total May floor of $85K means Amazon must come up to $8K and Google must come down to $10–12K (PMAX up, Branded down). Re-evaluate at the May 14 meeting based on Mother's Day creative landing.
Amazon Media Buying
Current State
April Amazon spend (1–29): $4,251 — projected full-month ~$4.4K, well below the $7–8K target band. Last 7 days (Apr 23–29): $1,498 / 7 = $214/day, down from $251/day the prior 7 days (-15% WoW). The 2-week streak at $250/day did not extend to a 3rd week. Apr 21+ reporting is now stable on the "Sponsored Products (aggregated)" rollup — last 7 days that line carried $1,499 (effectively all April spend) while the previously named ~14 campaigns show $0. Best read: this is a Windsor / Amazon Ads API export change, not a campaign consolidation, and the underlying 75+ micro-campaigns are still live but no longer broken out in our pipeline. Revenue read materially improved this week as settlement-lag data landed: Apr 1–29 Amazon gross is now $72.6K vs. $75.1K same period 2025 (-3% YoY), dramatically better than last week's -44% read. Amazon's actual problem isn't revenue — it's that we are spending half what we should on the channel.
| Metric | March 2026 | April 1–29 | Apr Projected | Apr 1–29 2025 | YoY |
|---|
| Amazon Ad Spend | $5,010 | $4,251 | ~$4.4K | $8,694 | -51% |
| Amazon Gross Revenue | $75,302 | $72,630 | ~$75.1K | $75,104 | -3% 🟡 |
| Spend Pacing — Last 7 Days | $162/day | $214/day | — | $300/day | -29% YoY |
| Visible Campaigns (Last 7) | ~30 | 1 (rollup) | target: 5–8 | — | — |
Apr 21+ "Sponsored Products (aggregated)" is the only Amazon line carrying 2026 spend in the Parquet pipeline. The 14 named CM campaigns visible Apr 1–20 ($25–763 each) all show $0 spend after Apr 20. Need the Seller Central daily-spend screenshot (now 4th ask) to confirm whether this is just a Windsor export quirk or whether actual campaign-level activity dropped. Amazon revenue rebound to -3% YoY (vs. -44% last week) reflects settlement-lag order data landing in Parquet — the level is now reasonable but still 🟡 until next QB / Amazon Settlement reconciliation.
This Week's Recommendations
⚠️Amazon spend dropped to $214/day last week — 3rd week not held at $250/day target. Direction reversal from last week's 2-week streak. April will close ~$4.4K vs. $7–8K target — a ~$3K underspend on a channel that's actually performing (-3% revenue YoY, ~3.0x in-platform ROAS on the aggregated rollup). May floor demands $7–8K Amazon spend to fund the $85K total. Confirm at today's meeting that May 1+ Amazon spend is back at $250/day or higher; if not, set it during the meeting on screen-share.
🧹Aggregated rollup is data-pipeline, not consolidation — confirm and fix exports. Apr 21+ aggregation is now persistent for 14+ days. Either (a) Canopy actually consolidated to a single SP campaign — share the campaign list and budget allocation; or (b) Windsor's Amazon Ads API export is now rolling up campaigns for some reason — Canopy provides Amazon Ads CSV export of last 30 days at the campaign level so we can reconstruct the picture. The diagnostic value of campaign-level data is meaningful (which spring sub-variants worked, which didn't) and we have spent 7 weeks asking for visibility.
📊ACOS/TACOS reporting — 8th week. Trigger access ask Monday May 11. Longest-open ask on the entire account. With $4.3K spent and ~$12.6K Windsor-attributed revenue (2.96x ROAS — better than Meta or Google), we need TACOS to confirm whether ad-driven sales are incremental or cannibalizing organic. Process today: Canopy delivers Apr 2026 TACOS report by Friday May 9, or Canopy grants Seller Central read-only access to Dan/Luis by Monday May 11. No third option — eight weeks of verbal asks have produced zero artifacts.
🎯Brand Analytics + Helium 10 access — same Monday May 11 deadline. With Amazon revenue actually flat YoY (-3%), the diagnostic question shifts: revenue is fine, ad spend is half — what's the marginal cost of the next $3K/month of Amazon spend? Need Brand Analytics + Helium 10 access to model that. Email screen-share invite Friday May 9 for the 5-minute access grant.
🌸Mother's Day on Amazon — 2-Pack/3-Pack winners by Fri May 9. Spring 2-Pack/3-Pack data through Apr 20 showed 4 sub-variants at 2.85–3.95x ROAS at $1–8/day each. With aggregated rollup hiding Apr 21+ sub-variant data, we need Canopy to surface (manually if needed) which spring sub-variants outperformed and consolidate to top 2–3 at $40–60/day each for the Mother's Day window (May 11). This is the most actionable lever inside Amazon — same campaigns, more dollars.
📈May spend target: $7.5K (raise from $7K). YoY revenue gap closed — fund the channel. Last week's report flagged "do not push to the top of $7–8K pending diagnosis" because the YoY revenue gap looked like -44%. With the gap now showing -3%, that caution lifts. Set May target at $7.5K = $250/day across 30 days. If May 1–6 actual already shows under-pacing (Canopy will know), make the catch-up plan this week.
Google Media Buying
Current State
April Google spend (1–29): $11,767 across 3 active campaigns, running at $506/day last 7 days (Apr 23–29) — projecting ~$12.2K, above the $8–10K target band. Mix shift continued: Scents-PMAX-2026 scaled again $156 → $212/day (+36%) — third consecutive week of clean WoW scaling at 0.65 ROAS / $4,141 spent / $2,698 attributed last 4 weeks. Branded Search climbed again $243 → $287/day (+18%) — week 8 above the $150 cap, $4.2K above where it would be if capped. Seasonal-Scents-PMAX-2026 remains stuck at first-pulse levels ($45 total, $6/day) — has not launched at meaningful budget. Bundles-PMAX-2026 is now dark for 6 consecutive weeks. Net: PMAX is 35% of Google spend (target 40–50%); Branded is funding itself off new dollars not reallocation.
| Campaign | Apr 1–29 Spend | Last 7 Daily | Prior 7 Daily | WoW | Last 4w ROAS |
|---|
| Branded Search | $7,581 | $287/day | $243/day | +18% | 1.66 |
| Scents-PMAX-2026 | $4,141 | $212/day | $156/day | +36% | 0.65 |
| Seasonal-Scents-PMAX-2026 | $45 | $6/day | $0 | first spend | 0.00 |
"Last 7 Daily" = Apr 23–29. "Prior 7 Daily" = Apr 16–22. ROAS values are Windsor-attributed (treat as directional, not NC-ROAS). Bundles-PMAX-2026 has zero spend since March 27 (6 weeks dark).
PMAX Scaling Working — Branded Drift Now Week 8 — Same Diagnosis, Same Ask
Scents-PMAX scaled $156 → $212/day this week (+36%) — third consecutive week of clean scaling, working as designed. Branded Search went $243 → $287/day (+18%) — week 8 above the $150 cap, +91% over cap, ~$4.2K April overspend. Setting a $150/day cap is one click in Google Ads. Eight weeks of asks have not produced that click. Today is the screen-share-cap-during-meeting moment, or the access ask goes to Luis Monday May 11.
This Week's Recommendations
🛑Branded Search — $150/day cap during today's meeting on screen-share. Week 8. Daily avg now $287 (+18% WoW, +91% over $150 cap). Apr 1–29 spend $7,581 = $3,231 above where it would be if capped at $150/day across 29 days. Eight prior asks. Today's deal: Canopy sets the cap inside Google Ads on a 5-minute screen-share at the meeting itself. If declined or deferred, Dan requests Google Ads read+admin access by Monday May 11 (escalated to Canopy leadership the same day) and sets the cap directly. Run-rate value of the cap: $4–5K/month = $50–60K/year.
🔺Scents-PMAX — push to $300/day. Working at scale. Three consecutive weeks of clean WoW scaling: $81 → $157 → $189 → $212/day. CTR 0.95%, ROAS 0.65 directionally (assume Windsor under-attributes). Next step is $300/day, funded by the Branded Search cap recovery (+$137/day). PMAX is the only Google acquisition lever working right now — feed it harder.
⏳Seasonal-Scents-PMAX-2026 — confirm launch plan or close. Stuck at $6/day (first-pulse). No further scaling visible Apr 23–29. Either Canopy ships this at $50/day Monday May 11 with Mother's Day creative, or close it and fold the planned budget into Scents-PMAX. Indefinite "active at $6/day" is the worst of both worlds.
❌Bundles-PMAX-2026 — week 6 dark. Officially deprecate. Last spend Mar 27, 6 weeks ago. If no launch date today, deprecate the campaign by Friday May 9 and reflect that in the May plan: planned budget folds into Scents-PMAX-2026. Indefinite paused state creates ambiguity in monthly forecasts and the May $85K floor planning.
🎯NC-ROAS for PMAX (separated from Branded) — week 8. Wraps into the access ask. With PMAX at $212/day and climbing toward $300, we still cannot confirm 2.5x NC-ROAS compliance. Same Friday May 9 deadline as TACOS — Canopy delivers a Google Ads NC-ROAS report (PMAX-only, 7-day click) or Dan requests Google Ads read access Monday May 11.
🔍Branded search term report — week 8. 5-minute export. If Branded is up because competitors bid on "Grow Fragrance," the cap argument changes (defensive bidding has incremental value). Without the search term report we cannot rule that out. Same Friday May 9 deadline.
🧭May Google target: $10–12K. Mix should be 50% PMAX / 30% Branded / 20% Seasonal. April mix was 64% Branded / 35% PMAX / 0.4% Seasonal — exactly inverted from the target. With Scents-PMAX at $300/day = $9K/month, Branded capped at $150/day = $4.5K/month, Seasonal at $50/day = $1.5K/month, the natural total is $15K — which is over the $10–12K band but the mix is right. Net: cap the total by holding Branded at $150 even if PMAX hits efficiency caps. Re-evaluate at May 14 meeting.
Last Week's Recommendations — Follow-Up (Week of April 30)
Reviewing the 19 action items from the April 30 guidance. Critical caveat: Parquet ad-data extract is still through Apr 29 (Meta/Google) and Apr 28 (Amazon) — no May 1–6 data has loaded yet. Most last-week deadlines were Mon May 4 or Fri May 1, so we can only verify execution by direct in-platform check at today's meeting. Each item below is marked ❓ (Unable to Verify from data — needs in-platform confirmation today) or with the in-data signal where we have one.
Meta (7 items from last week)
❓Retargeting Q4 2024 — pause by Mon May 4 (final). NEEDS IN-PLATFORM CONFIRMATION. Through Apr 29 the campaign was still live at $558/day (+7% WoW) — the May 4 pause cannot be verified from data. First item to confirm at today's meeting on screen-share.
❓Sales | Scale | 2026 — cap at $550/day. NEEDS CONFIRMATION. Through Apr 29 Scale climbed $569 → $750/day (+32%) — second consecutive week of unrestrained ramping. The $550 cap, if set, would not yet be visible in Parquet. Highest-leverage single ask for today's verification.
❓New Customers CBO — Mon/Wed/Fri ramp to $600/day. PARTIAL THROUGH APR 29. Daily held flat at $309/day for the second straight week — directionally not ramping. May 4/6/8 ramp dates not yet visible in data. Confirm budget setting at meeting.
❓Testing Campaign — pause Fri May 1 unless ad-set breakdown delivered. NEEDS CONFIRMATION. Through Apr 29 still running at $266/day (-18% WoW). If breakdown was delivered last week, share at meeting; if paused, confirm reallocation.
❓Creative refresh plan in writing by today. NEEDS DELIVERY. 4th week asking. Today is the writing deadline.
❓Spring creative or pivot to Mother's Day. NEEDS BINARY ANSWER. April closed with no spring push (verified — no Mother's Day-named campaigns in Apr 1–29 data). Asset shipped Fri May 8 is the new ask.
❓Cap May Meta at $60K. NEEDS COMMITMENT. April projected $62.1K; the +$2K should not roll forward. Confirmation today.
Amazon (6 items)
⚠️Hold Amazon at $250/day target. SLIPPED. Apr 23–29 averaged $214/day vs. $251/day prior week (-15% WoW). The 2-week streak ended. May 1+ pacing needs to be re-anchored to $250/day during today's meeting.
❓Seller Central screenshot Apr 1–13 (3rd ask). NEEDS DELIVERY. Apr 1–13 ad-spend data in Parquet still appears incomplete; the screenshot would close the question.
❓ACOS/TACOS report by Fri May 1, or Seller Central read access by Mon May 4. NEEDS DELIVERY. Week 8. Today's escalation: deliver report by Fri May 9, or grant access Mon May 11.
❓Reporting structure clarification (consolidation vs. Windsor export change). NEEDS ANSWER. Apr 21+ aggregated rollup is now persistent for 14+ days — leans toward Windsor export change. Direct answer at meeting.
❓Brand Analytics + Helium 10 access by Mon May 4. NEEDS GRANT. Now blocking the conversion-vs-rank diagnosis (which is partly resolved: revenue YoY moved from -44% to -3%, so the rank concern is somewhat softened).
❓Spring 2-Pack/3-Pack winners by Fri May 1. NEEDS DELIVERY. Cannot verify from data due to aggregated rollup.
Google (6 items)
❓Branded Search — $150/day cap by Fri May 1. NEEDS CONFIRMATION. Through Apr 29 still climbing $243 → $287/day (+18%). Week 8. Cap during meeting on screen-share.
⏳Scents-PMAX — push to $250/day. PARTIAL — DIRECTIONALLY ON. Apr 23–29 averaged $212/day vs. $156 prior week (+36% WoW), 85% of $250 target. Third consecutive week of clean scaling. Today's ask: bump to $300/day.
❌Seasonal-Scents-PMAX-2026 — confirm launch and scale to $50/day Mon May 4. NOT SCALED THROUGH APR 29. Stuck at $6/day. May 4 launch cannot be verified from data — ask Canopy for status.
❌Bundles-PMAX-2026 — reactivate or deprecate. STILL DARK. Week 6 now. Today: confirm deprecation by Fri May 9.
❓PMAX NC-ROAS separated reporting (week 7 → 8). NEEDS DELIVERY. Same Fri May 9 deadline.
❓Branded search term report (week 7 → 8). NEEDS DELIVERY. Same Fri May 9 deadline.
Summary (data signal only, through Apr 29): 0 ✅ Completed, 1 ⏳ Partial (Scents-PMAX scaling), 2 ❌ Not Done in data (Seasonal-PMAX, Bundles-PMAX), 1 ⚠️ Slipped (Amazon $250/day), 15 ❓ Unable to Verify from data — need in-platform confirmation today. The high ❓ count is a structural problem: with weekly data refresh and a 7-day lag, asks dated for the days between last week's report and this one cannot be data-verified. Recommended meeting structure: spend the first 5 minutes of today's meeting on screen-share with Canopy walking through Meta Ads Manager, Google Ads, and Amazon Seller Central to verify the four binary cap/pause asks (Retargeting, Scale, Branded, NC-CBO ramp). If 4 of 4 are confirmed, weeks 7–8 close cleanly and we shift to the creative-refresh / Mother's Day work. If 0–2 are confirmed, the access ask (Google Ads, Seller Central, Helium 10) goes to Canopy leadership Monday May 11. Net pattern across 8 weeks: scaling asks land (Scents-PMAX 3 consecutive weeks, NC-CBO held flat); pause/cap asks consistently do not; reporting asks never. That asymmetry is the operational signal — and it's now eight weeks old.
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, 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 is now.