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Last briefing before Mike's on the accounts (he starts June 22).
Two things to walk him into on day one: Meta retargeting is well over cap, and new-customer ROAS is slipping. Blended ROAS is the comfortable number; NC-ROAS is the honest one.
Cross-Channel Snapshot
| Channel | 30-day spend | Blended ROAS | NC-ROAS | Status |
|---|
| Meta | $64,893 | 2.49x | 1.74x | 🔴 NC-ROAS below target; retargeting over cap |
| Google | $16,457 | 4.11x | ~2.02x | 🟡 53% of spend is branded |
| Amazon | n/a | n/a | n/a | 🟡 Connector timed out — spend-only below |
| Total (Meta+Google) | ~$81,350 | — | — | — |
The blended 2.49x on Meta looks fine only because retargeting (3.87x) is doing the heavy lifting — and we're spending far too much there to make that lift look real. NC-ROAS is the only KPI the Plan calls primary, and it has slipped every week of the window.
Key Health Metrics
| Metric | Reading | Target / Limit | Verdict |
|---|
| NC-ROAS (Meta prospecting) | 1.74x | ≥ 2.5x (7-day click) | 🔴 Miss — below 2x margin floor |
| MER (May, last complete month) | 33.1% | ≤ 30% ceiling | 🔴 Over by 3.1 pts |
| MER (June MTD) | 29.1% | ≤ 22% ceiling | 🔴 Over (early month) |
| Meta retargeting % of spend | 39.4% | ≤ 15% cap | 🔴 2.6x the cap |
| Revenue vs target (May) | $318,865 | $400,000 break-even | 🔴 $81K short |
| Revenue YoY (June) | –72% | — | 🟡 Misleading (see note) |
| Amazon ad spend (May) | $10,172 | $7–8K floor | 🟢 Above floor |
| Amazon ad spend (June MTD) | $1,058 | $7–8K floor | 🟡 Pacing light — verify |
YoY note: the metrics file pairs partial June 2026 ($80.7K through the 12th) against full June 2025 ($291.4K) — not a fair comparison, so the –72% is not a real decline. The honest read is May 2026 at $318.9K, still $81K under break-even.
Commitment Scorecard
Empty this week. The Notion "Media Meeting Commitments" database returned no items, and there's no prior briefing to score against — this is the first run of the unified briefing. The scorecard begins populating once commitments from the meetings are logged.
Google Ads
| Campaign | Spend | Share | ROAS | CPA | Note |
|---|
| Branded-Search | $7,404 | 45.0% | 6.55x | $14.23 | Brand terms cannibalize organic |
| Seasonal-Scents-PMAX-2026 | $4,072 | 24.7% | 2.11x | $38.87 | Non-brand; thin margin |
| Scents-PMAX-2026 | $3,590 | 21.8% | 1.92x | $42.66 | No spend after June 4 |
| Branded-PMAX | $1,391 | 8.5% | 2.61x | $24.81 | Brand-fed |
Proposed action plan
- Test a 20–30% cut to Branded-Search and measure organic recapture. ~$7,400/30d today; most brand-term conversions are incremental-zero. Could free ~$1,500–2,200/month with little true revenue loss. Mike should own the incrementality test. (Needs UI verification: brand vs. non-brand term split.)
- Resolve Scents-PMAX-2026's zero spend since June 4 before adding Google budget — if it broke, we've lost 10 days of the catalog's main prospecting vehicle. (Needs UI verification.)
- Refresh assets/feed on both PMAX campaigns to push ROAS above the 2x floor. (Tier 2.)
Meta Ads
| Campaign | Spend | Share | ROAS | Type |
|---|
| CM_Master-Campaign_Sales_CBO | $31,791 | 49.0% | 1.82x | Prospecting |
| Sales_Customer-Retargeting_Q4-2024 | $19,339 | 29.8% | 3.87x | Retargeting |
| CM_New-Customers_CBO | $7,528 | 11.6% | 1.37x | Prospecting |
| DPA_Catalogue-Sales_CBO | $6,235 | 9.6% | 2.98x | Retargeting (DPA) |
| Sales_Scale_2026 | $0 | 0.0% | — | Prospecting (dark) |
Retargeting is 39.4% of Meta spend against a 15% cap — the biggest standing-directive violation in this briefing.
Customer-Retargeting ($19,339) + DPA/Catalogue ($6,235) = $25,574. The cap allows ~$9,700. DPA counts as retargeting — it shows browsed/carted products to people who already know us.
NC-ROAS is 1.74x and falling every week: 1.87 → 1.73 → 1.51 → 1.50. The prospecting engine isn't just below target, it's deteriorating — heading the wrong way going into Mike's start.
Proposed action plan
- Bring retargeting back under the 15% cap — reallocate ~$15,800/month to prospecting. Trim Customer-Retargeting first. Blended ROAS will dip as the 3.87x spend comes down — that's the point; we're harvesting existing demand instead of replenishing the funnel. (Budget change — Katelyn/Mike execute in-platform.)
- Fix or pause CM_New-Customers_CBO (1.37x) — $7,528/30d below the margin floor. (Needs UI verification: ad strength, audience.)
- Force a creative refresh on CM_Master-Campaign (1.82x, half the budget). Stale creative on half the spend is the most expensive problem on the account. (Tier 2.)
- Decide on Sales_Scale_2026 — zero spend all window; retire it or stand it up deliberately before Mike inherits the account.
Amazon Ads
Campaign-level data unavailable this run.
Three consecutive Windsor timeouts on the amazon_ads connector. Figures below are spend-only from the metrics file; re-pull next week.
- May ad spend: $10,172 — above the $7–8K floor. 🟢 Amazon is the highest-ROAS channel and was being fed.
- June MTD: $1,058 (through ~June 12) — pacing light. If it continues it lands well under the floor. 🟡 Verify campaigns are active and funded.
- ACOS unavailable this run.
Standing Directives (from Plan.md)
- NC-ROAS is the primary acquisition KPI; target ≥ 2.5x on 7-day click.
- Retargeting capped at 15% of Meta spend (includes Customer-Retargeting and DPA/catalogue).
- Branded search capped (cannibalizes organic).
- Performance Max on Google: 40–50% of Google spend.
- Amazon advertising at the $7–8K/month floor (highest-ROAS channel).
- Creative refresh on a 30–45 day cadence on top-spending campaigns.
- Meta prospecting spend ≥ 85% of Meta total.
- June spend floor $50K, MER ceiling 22%; revenue target $400K+/month gross.
System Notes
- Data quality: 🟢 Windsor Google + Meta live through June 14. 🟡 Metrics file 3 days old (just past 48h SLA). 🔴 Amazon campaign data unavailable (timeout) — fell back to metrics-file spend.
- YoY is not usable as reported — partial June 2026 vs full June 2025. Recommend the daily-refresh task pair complete months, or label as MTD-vs-MTD.
- Flagged for Tier 2 (UI) audit: Scents-PMAX zero-spend since June 4; brand-vs-non-brand term split; ad strength/audience on CM_New-Customers; creative fatigue on CM_Master; conversion-tracking config; Amazon campaign status + ACOS.
- No ad-account changes were executed by this briefing. All budget/pause recommendations are for Katelyn and Mike to action in-platform.