- Search Brand:
Orders fell to 18 from 30 (−40%) and revenue halved to $1,105 from $2,178 (−49%) — the week's biggest swing. CPC_Core drove it: 14 orders / $899 at 3.87x, down from 25 orders / $1,794 at 8.94x, with AOV sliding to $64 from $72; Brand Products held proportionally (4 orders, 4.44x). IS actually ticked up to 90.4% (was 89.6%) — so this is demand/AOV softness, not lost coverage. CPA $15.79 vs $8.45.
- Search Non Brand (Reviews):
Flat at 4 orders but cheaper: CPA improved to $32.51 from $39.75 and spend fell −18% ($130 vs $159). ROAS eased to 1.18x from 1.48x as AOV dropped to $38 (was $59). IS recovered to 70.5% (was 68.4%). Small line, still sub-target but trending the right way on cost.
- Shopping Brand:
Orders essentially flat (13 vs 14) at a steady 2.39x (was 2.50x), but the internal mix flipped. PPT_ACQ_VOLUME cooled — 11 orders / $537 at 2.87x, down from 14 orders / $843 at 6.06x — while HairMask_NightCream recovered from last week's $198 / 0-order burn to 2 orders / $276 at 1.81x on a $138 AOV bundle. Net: the drag moved from HairMask to PPT_ACQ softening — watch PPT_ACQ efficiency.
- Pmax Non Brand (Serum):
Regressed back into the launch hole: 1 order / $70 at 0.17x, CPA $410 — after last week's step-up to 4 orders / $280 at 0.64x / $109 CPA. Spend held (~$410). Two weeks of noisy sub-breakeven output; 1dc undercounts upper-funnel, but this needs a hard look at asset groups + search terms.
- Demand Gen (Discovery) — NEW:
DGEN_US_NB_TSD_HairSerum_Discovery launched this week and spent $789 with 0 orders / $0 revenue (1dc). That single line is why the blended all-Google ROAS reads 1.10x (vs 2.99x) and CVR/ATC halved — a week-1 prospecting launch dilutes the blend before any view-through lands. 1dc materially undercounts Discovery; judge it on GA4 assisted/view-through, not last-click.
