WEEK OF JUN 1–7, 2026 · PULLED THU JUN 11 · 10-MIN READ
On pace to target?
YES
spend +23.6% vs plan · revenue +67.4% vs expected · MER above 9.0×
Spend envelopes are working numbers — trailing-30d run-rate ×1.005 (set 2026-06-03); swap in Allen’s real June envelope when set. MER target 9.0× is the ratified soft directional target (2026-06-03); BEROAS 1.47× is the only hard rule.
1 Top-line — actual vs plan (this week)
Spend
$75.6K / $61.2K
▲ +23.6% vs plan · over the posture allowance $67.3K — drift unless flagged intentional
▲ +35.4% vs target · soft directional target; BEROAS 1.47× is the only hard rule
WOW · 8.68× → 12.19×
PULLED FROM
spend: Meta Graph act_74840150/insights (account-level, daily) + Google Ads GAQL child 4465044714 (cost_micros) · revenue: Shopify FROM sales SHOW total_sales (DTC, incl. tax+ship, net of returns) · plan: weekly_inputs.json envelopes ÷ days-in-month · MER = the two divided, nothing pulled.
2 Actual vs planned — daily
ACTUALFUTURE PLANNEDDAILY PLAN
PULLED FROM
same daily series as §1 (Meta Graph + Google GAQL + Shopify). Plan ticks = envelope ÷ days, shaped by prior-week day-of-week index (⚠️ interim — swaps to the weekly plan’s §2 daily allocation once the plan fires live, first fire 2026-06-14; weekly total unchanged by shaping).
3 Growth — new customers (Shopify, blended)
New-customer CAC
$43
blended spend ÷ new customers (1,739) · vs LTV:CAC bar ≥3:1
% new customers
62.4%
vs ~49.5% trailing first-time rate — promo windows run well above baseline
New customers
1,739
+84.6% WoW · harvest ratio context: 2.0–2.5× of revenue rides repeat/returning
PULLED FROM
Shopify sales dataset: customers − returning_customers per day (the customers dataset errors — they live in sales) · CAC denominator = §1 blended spend · 49.5% baseline = trailing first-time rate (03_unit_economics.md).
4 By channel — spend · share · ROAS
Channel
Spend
% of spend
ROAS (native)
WoW spend
Note
Google
$50.5K
67%
9.1×
▲ +17.4%
—
Meta
$25.1K
33%
5.2×
▲ +11.3%
vs BEROAS 1.47× — the only hard profitability rule
Blended
$75.6K
100%
MER 12.19×
▲ +15.3%
Shopify revenue ÷ all paid spend — the only cross-channel truth
Native ROAS columns are platform-attributed and over-claim (Meta ~28% on AOV basis) — compare channels on direction, judge profitability on blended MER + per-channel BEROAS. Per-channel split via Triple Whale still unavailable (attribution layer broken) — this table is platform-native + Shopify triangulation. Blended excludes P1 programmatic (~7% of May mix, in no connected source — caveat dies with the P1 wind-down ~Aug–Sep). Revenue basis = Shopify DTC only — the BC wholesale/rep book is deliberately out of MER (rep-driven, not ad-driven).
Whole-business context (BC invoiced, excl-tax): $1,225K this week — DTC $781K + wholesale/rep $444K (36% of invoiced; whole-business +36.0% WoW) — MER above measures the DTC side only. ⚠️ first-cut salesperson-code split (wholesale_revenue_basis_2026-06-11.md).
PULLED FROM
Google ROAS: GAQL conversions_value ÷ cost_micros (native) · Meta ROAS: Graph purchase_roas (omni_purchase, spend-weighted) · blended row: Shopify revenue ÷ both spends · whole-business line: BC salesInvoices (paged direct GET, excl-tax, salesperson-code split).
5 Pacing — is over-spend paying for itself?
Spend pacing
123.6% of plan
Revenue pacing
167.4% of plan
Read: revenue pacing is running +43.8pts ahead of spend pacing — the overage is buying more than it costs. Tick = month-to-date plan line (MTD 2026-06-01..07).
PULLED FROM
MTD spend: Meta Graph month-to-date pull + Google June dailies · MTD revenue: Shopify June dailies · plan-to-date: weekly_inputs.json envelope ÷ days × days-elapsed.
6 Top movers — what drove the week
Up
Google · channelweekly spend +17.4% WoW+$7.5K · 9.1× native
Meta · channelweekly spend +11.3% WoW+$2.5K · 5.2× native
Meta · L1player v asmr video — moved STEADY → STRONG$8.4K · 2.0×
Meta · L15 player v pro proper v4 — moved STEADY → STRONG$0.6K · 4.0×
Down
Meta · L1primex 2 features — slid STRONG → STEADY$6.6K · 1.7×
Meta · L3lux pro cart features design b — slid STRONG → STEADY$2.0K · 12.5×
Meta · L3sunday carry video c hook 3 — slid STRONG → STEADY$0.2K · 12.0×
PULLED FROM
channel rows: WoW deltas from the §1 daily series (no new pull) · creative rows: band_history.json SCALE/STRONG transitions (Monday band snapshot) + cpa_history.json CPA-erosion (≥2× trailing median) — zero new pulls; the pulse never pulls ad-level Meta data.
7 Flag
→ Flag for this week
Spend +23.6% vs plan · revenue +67.4% vs expected · MER 12.19× vs 9.0× target · % new customers 62% — [add flag]
Sources: Meta native (act_74840150, account-level direct Graph) · Google native (child 4465044714) · Shopify revenue (authoritative) · plan = reports/data/weekly_inputs.json envelopes ÷ days-in-month ($8.7K/day) with posture ×1.10 · new-customer rows = Shopify sales dataset (customers − returning).
Verdict logic: YES = spend within plan ±10% (or over-plan AND revenue pacing ≥ spend pacing) AND MER ≥ target — 🟡 strawman knobs pending ratification. Movers v1 = channel WoW + band_history.json SCALE/STRONG transitions + cpa_history.json erosion (zero new pulls). TW cross-check (2026-06-01..2026-06-07): bst spend $75,634 (native $75.6K — ties) · bst revenue $985,370 on its own basis (MER 13.03× per TW aggregate layer; attribution-layer features still broken — Shopify revenue authoritative).
M Human inputs — what this report needs from you
Input
Current
Cadence
Owner · home
Status
Spend envelopes (Meta + Google monthly $)
$91,433 + $170,766
monthly, the 1st
Allen’s number, Joshua keys it weekly_inputs.json
🟡 working run-rate ×1.005 — swap in Allen’s real number
Verdict knobs (spend ±10% band · revenue-pacing ≥ spend-pacing override)
±10%
standing
Joshua, one-time bless · build_weekly_pulse.py
🟡 strawman pending ratification
Weekly flag + intent (--flag "…" · --intentional)
intentional: no
weekly, ~2 min at render
Joshua (or LLM-drafted, human-edited)
not provided — flag shows auto-facts + [add flag]
Everything else in the report is pulled or derived — these five are the only human-provided inputs. All file-based ones live in reports/data/weekly_inputs.json (one home, never scattered); the flag/intent pair are CLI args at render time. The one true data gap: P1 programmatic spend (~7% of May mix) is in no connected source — footnote caveat until the P1 wind-down.