Alaskan King Crab Co. · Meta Paid Social · Weekly Report and Creative Analytics
Weekly Report and Creative Analytics
Monday 24 August – Sunday 30 August 2026, against the prior seven days (17–23 August). Includes the first three days of the Labor Day sale. Tab 01 is Meta platform performance week over week. Tab 02 measures the business against its revenue plan. Tabs 03–06 are creative. Meta and Google figures are platform-reported via Supermetrics; creative detail is from Motion, reconciled ad-by-ad.
Meta $25,897 → $61,731 at 2.38 · Google $9,722 → $43,204 at 4.44 · 36 creatives launched
01 · Meta week in review
Meta performance, week over week
Meta platform figures only, this week against last week. This section does not measure the business against its revenue plan — that is the next tab, Labor Day sale vs. business plan.
Spend
$25,897
▲+14%vs $22,803
Revenue
$61,731
▲+18%vs $52,494
ROAS
2.38
▲+4%vs 2.30
Customer acq. cost
$312
▼-1%vs $317
Outbound CTR
2.68%
▲+10%vs 2.43%
AOV
$744
▲+2%vs $729
Conversion rate
0.48%
▼-5%vs 0.51%
Purchases
83
▲+15%vs 72
CPM
$40.18
▲+2%vs $39.21
Meta did lift, just not as hard as the forecast assumed. Meta scaled into the sale and revenue moved with it — spend up 43% a day, revenue up 33% — at a 2.34 ROAS against a 1.96 target, clearing its efficiency goal by 19%. What did not arrive is a step-up: 2.34 in the sale against 2.51 across August, so promotional dollars returned roughly what everyday dollars do. The plan assumed they would work harder. That is the gap.
We held spend below the plan on purpose. $17,371 against a $25,594 budget. Reach got more expensive as we pushed — Sunday's CPM hit $44.22, the highest day of the month, on twice Saturday's spend. We chose efficiency over volume rather than buy into a rising price.
New-customer revenue did not move. $11,746 a day during the sale vs $11,865 before it. Returning revenue more than doubled. aMER fell to 2.21 against a 2.95 goal — the discount is going to the existing file.
The messaging test already has an answer. Dollar-off wins the click (3.50% vs 2.30% oCTR); percent-off wins the sale (3.11 vs 2.19 ROAS, $931 vs $777 AOV). Football returns 3.55 ROAS at a $1,099 AOV on 6% of spend, and football + percent-off is the best cell at 4.65.
Business context, in one line. The sale window is running behind its revenue plan while August overall is ahead of it, with contribution margin 30% clear of goal. The full business view, day by day and against target, is in tab 02.
Channel view — Meta and Google, week over week
Platform-reported figures for each channel. The two attribution systems both claim credit for overlapping orders, so the blended row is directionally useful but is not the store's actual revenue.
ChannelSpendRevenueROAS
Metacreative-led
$25,897▲+14%
$61,731▲+18%
2.38▲+4%
Googlenon-brand prospecting fell across the board
$9,722▲+6%
$43,204▼-30%
4.44▼-34%
Blendedplatform-reported, overlapping credit
$35,619▲+11%
$104,935▼-8%
2.95▼-18%
Google's non-brand prospecting fell across every campaign. PMax – Crab 3.99 → 2.31 on 7% more spend, PMax – Other Catches 5.64 → 2.03, non-brand Exact Match Search 15.35 → 7.66. Conversions −31.6%, CPA +54.7% to $163. Only Brand Search grew — $503 at 28.4 ROAS, which is demand Meta creates and Google harvests. The non-brand decline is a separate issue and needs its own look after the sale.
What added revenue on Meta
Week-over-week change · top five · $23,591 combined
LaborDaySavings (static)
+$7,791
+$2,752 spend
2.83
LongWeekendLineup
+$4,661
+$302 spend
15.44
AReasonToGoBig
+$4,477
+$711 spend
6.29
LaborDaySale (static)
+$3,379
+$968 spend
3.49
WingsnChips (football)
+$3,283
+$330 spend
9.95
What gave it back
Week-over-week change · top five · −$10,948 combined
4lbsNotEnough (both instances)
−$3,836
−$2,211 spend
1.93
BirthdayGiftFastShip
−$2,856
+$26 spend
—
Gifting-Birthday reaction
−$2,751
−$1,193 spend
0.66
Free1lbFirstOrder
−$1,504
−$263 spend
2.14
Every gainer launched in the last seven days, and four of the five earned it on very little spend — LongWeekendLineup added $4,661 on $302. Every loser is an evergreen or birthday asset. BirthdayGiftFastShip is the one to watch: $26 more spend, $2,856 less revenue. That is not a budget decision — the asset stopped converting.
Which messages worked
By messaging angle. Share is of the week's $25,897 Meta spend. Ads carry more than one angle, so shares overlap and do not total 100%.
AngleSpendSpendShareROASCAC
Price Promotion
$5,971
23.1%
3.35
$221
Shipped Overnight
$5,034
19.4%
2.63
$336
Perfect Gift
$3,243
12.5%
2.58
$360
Free Product
$2,804
10.8%
1.80
$401
Easy Preparation
$1,962
7.6%
1.20
$491
Massive Size
$1,546
6.0%
5.00
$110
Reliable Delivery
$1,519
5.9%
2.26
$217
Which formats worked
By visual format. Share is of the week's $25,897 Meta spend. An ad can be tagged with more than one format, so shares overlap.
FormatSpendSpendShareROASCAC
Montage
$10,496
40.5%
2.93
$269
Behind The Scenes
$5,878
22.7%
3.16
$267
Offer-First Banner
$5,656
21.8%
2.67
$283
Testimonial
$3,476
13.4%
2.74
$204
Unboxing
$2,149
8.3%
4.17
$179
Demo
$1,597
6.2%
3.79
$177
Reaction Video
$1,159
4.5%
0.39
$1,159
Three takeaways, read with spend in mind. Massive Size returned 5.00 ROAS at a $110 CAC — but on $1,546, 6.0% of the week, so it is a signal worth funding rather than a proven winner. Unboxing ($2,149, 4.17) and Demo ($1,597, 3.79) both beat the 2.38 account rate on small budgets, while Montage carried $10,496, 40.5% of the week, at 2.93 — that is the format actually generating the volume. Reaction Video returned 0.39 on $1,159, the clearest place money was wasted.
$13,654
in the top 10 creatives
52.7% of the week’s $25,897 Meta spend
$7,557
on Labor Day creative
29.2% of spend — 19 ads live for three days, at 2.50 ROAS
$9,106
behind this week’s launches
35.3% of spend — the sale and football batches, vs 3.0% last week
$19,149
Meta revenue on Sunday
on $6,018 of spend — a 3.18 ROAS, best day in a month
Creative vintage — where this week's money sat, by launch date
Every ad is assigned to the week it first went live, so cohorts add to 100%. The grey bar is the share the same-aged cohort held last week.
Launch cohortShare of spendThis wkLast wkROASSpend
Launched this week
35.3%
3.0%
2.68
$9,106
Launched 1 week ago
8.1%
21.3%
1.50
$2,097
Launched 2 weeks ago
22.2%
12.7%
2.78
$5,735
Launched 3 weeks ago
7.1%
2.6%
0.58
$1,834
Launched 4 weeks ago
1.5%
4.8%
0.42
$381
Launched 5+ weeks ago
25.9%
55.5%
2.55
$6,678
Aug 24–30Aug 17–23
The launch engine restarted. Creatives launched this week carry 35.3% of spend at a 2.68 ROAS — the sale and football batches arriving together, and a twelvefold jump from the 3.0% that this cohort position held a week ago. Two weeks ago's batch is still contributing 22.2% at 2.78. Between them, 65.6% of spend now sits in creative under three weeks old, against a 2.38 account rate. The pipeline swung from starved to well-fed in seven days.
02 · Labor Day sale vs. business plan
The Labor Day sale against business plan
Buy more, save more · 28 August – 3 September
Up to 25% off XXL king crab — $410 off 10 lbs
A three-tier bundle ladder: 4 lbs for 15% off, 6 lbs for 20%, 10 lbs for 25%. Nineteen sale creatives and seventeen football creatives launched on Friday 28 August, with the Labor Day acquisition campaign split at ad-set level into football and non-football messaging.
Four days remain (31 Aug – 3 Sept). Everything here is a mid-flight read. Store revenue is Shopify actuals via Supermetrics; goals are Statlas. Note the Statlas export was generated mid-day Sunday, so its Sunday figure understates by roughly $19,700 — the numbers below use the completed Shopify day.
Sale window vs. plan — the business view
Friday 28 – Sunday 30 August. Store revenue and orders from Shopify; revenue, spend, MER, aMER and channel goals from Statlas.
Revenue
$98,388
-41% vs goal $167,665
gap −$69,277
Total spend
$17,371
-32% vs goal $25,594
under-invested
MER
5.66
-14% vs goal 6.55
revenue per $1 of spend
aMER
2.21
-25% vs goal 2.95
new-customer revenue per $1
New-customer rev
$35,237
-49% vs goal $68,989
47 orders
Returning rev
$63,151
-36% vs goal $98,675
71 orders
The plan asked for a 2.7x weekend and we delivered 1.6x. Sale days ran $32,796 a day against $20,872 pre-sale — a real lift — but the goal assumed $55,888. Revenue landed $98,388 against $167,665, a −$69,277 gap.
Three things sit underneath it. We deliberately ran spend below budget ($17,371 vs $25,594) because the marginal impression kept getting more expensive — Sunday's CPM was $44.22, 15% above the August average and the month's high, on twice the previous day's spend. New-customer revenue was flat: $11,746 a day vs $11,865 before the sale, while returning revenue rose 133.7% and aMER came in at 2.21 against a 2.95 goal. And the paid efficiency step-up the forecast assumed did not arrive: Meta scaled revenue 33% on 43% more spend, but at 2.34 ROAS against 2.51 across August — more volume at roughly its everyday rate of return, where the plan modelled promotional dollars working harder.
The bundle ladder is working on basket size — orders +30%, AOV $690 → $834. But acquisition share of revenue fell from 56.8% pre-sale to 35.8%. We are buying bigger orders from the existing file, not new customers.
Which metric is actually off — Meta
The sale window against August's run rate and against the twelve highest-revenue days Meta has produced since 1 May, when we last scaled spend hard (those days averaged $7,339 a day). Same funnel, three periods. Conversion rate is purchases per outbound click.
MetricWhat it measuresSale 28–30Aug 1–27Scaled peaksvs peaks
CPM
Cost to reach 1,000 people
$43.24
$38.38
$39.45
+10%
Outbound CTR
Did the ad earn the click
2.85%
2.39%
1.79%
+59%
Conversion rate
Did the click become an order
0.43%
0.56%
1.00%
−57%
AOV
Size of the order
$823
$716
$802
+3%
ROAS
The result
2.34
2.51
3.64
−36%
Click rate and basket size are ahead of our best-ever scaled days; conversion rate is well behind. The creative is earning clicks at 2.85%, 59% better than the 1.79% on those peak days, and basket size is holding at $823 against $802. Reach costs 10% more, which is normal in a promotional window and nowhere near enough to explain the gap. The ROAS difference sits almost entirely in the step between click and order.
Which metric is actually off — Google
Same read for Google. Scaled peaks are the eight highest-revenue Google days since 1 May.
MetricWhat it measuresSale 28–30Aug 1–27Scaled peaksvs peaks
CPM
Cost to reach 1,000 people
$18.33
$17.82
$24.75
−26%
CTR
Did the ad earn the click
2.82%
2.31%
1.96%
+44%
Conversion rate
Did the click become an order
0.25%
0.79%
1.98%
−87%
AOV
Size of the order
$923
$720
$703
+31%
ROAS
The result
3.57
7.42
11.03
−68%
Google tells the same story, more sharply. Traffic is cheaper than on our peak days (−26% CPM), clicking 44% better and buying 31% bigger when it buys. Conversion rate is the one metric that moved the wrong way. Two independent platforms landing on the same variable is a strong signal that this is a site-and-offer question rather than an ad question.
Google conversions are model-based and reported in fractions, so treat the level as directional. As with Meta, all three periods use the same definition, which is what makes the comparison usable.
The audience the sale has already built Meta pixel
Meta pixel events, 28–30 August — people Meta can see the sale creative brought in. Shopify recorded 118 orders store-wide in the same window, so the 39 below is the Meta-attributed share, not total orders. The cart and checkout counts are what matter here: they are the audience we can retarget.
2,377
Product views
793 a day, well above the August pace
699
Added to cart
233 a day vs 223 across August
153
Started checkout
51 a day vs 35 across August, +48%
39
Purchased (Meta-attributed)
118 store-wide · the retargetable pool is what counts
This is where the remaining revenue in the sale is. The creative has done the hard part — it has put 699 people in a cart and 153 into a checkout in three days, with checkout starts running 48% ahead of the August pace and Sunday alone adding 343 carts and the month's biggest checkout day at 80. Reaching more new people costs more every day; re-reaching these people costs almost nothing. A Last Chance campaign built directly on this pool is the highest-return thing we can ship in the next four days.
Month to date — the wider context
1–30 August. The sale weekend is behind plan; the month is not.
Revenue MTD
$695,975
+10% vs goal $629,985
Aug 1–30
MER
5.07
+5% vs goal 4.84
aMER
2.94
+15% vs goal 2.55
Contribution margin
$115,317
+30% vs goal $88,546
August is running $695,975 against a $629,985 goal, contribution margin 30% ahead of plan, aMER 2.94 vs 2.55. Context for the sale gap: a promotional weekend under an aggressive target, not an account in trouble.
Day by day — revenue against goal
Grey bar is goal, solid bar is actual. Sale days shaded. Every figure is the day itself, not an average.
DayRevenue vs goalRevenueGoalVarSpendGoalMER
Mon 24
$21,614
$18,710
+16%
$3,824
$5,325
5.65
Tue 25
$17,629
$28,691
-39%
$4,546
$4,401
3.88
Wed 26
$23,856
$16,005
+49%
$4,287
$4,555
5.56
Thu 27
$20,390
$27,022
-25%
$4,090
$4,146
4.99
Fri 28 · sale
$26,383
$59,140
-55%
$6,397
$9,023
4.12
Sat 29 · sale
$35,861
$51,151
-30%
$4,176
$7,815
8.59
Sun 30 · sale
$36,145
$57,374
-37%
$6,798
$8,756
5.32
The week is uneven and the sale did not smooth it. Monday and Wednesday beat goal (+16%, +49%); Tuesday and Thursday missed (−39%, −25%). Inside the sale: Friday was the worst day (−55%) on the most spend, Saturday recovered to −30% on the least, and Sunday delivered the month's highest revenue at $36,145 — still 37% short of a $57,374 goal.
Facebook and Google, day by day
Platform-reported spend and revenue from Supermetrics. Coral is Meta revenue, blue is Google. Sale days shaded.
Meta built through the weekend; Google faded. Meta ran 1.43 ROAS on Friday to 3.18 on Sunday as the new creative cleared learning, and Sunday's $19,149 was the best single day either platform produced this month. Google went the other way — 3.92 to 3.17 on rising spend.
Meta scaled cleanly; the efficiency step-up is what is missing. Meta ran $4,569 a day against $3,199 across August and returned $10,696 a day against $8,038 — 43% more spend, 33% more revenue, at a 2.34 ROAS against 2.51 for the month. Both channels comfortably cleared their efficiency targets (Meta 2.34 against 1.96, Google 3.57 against 3.59 after a very strong month at 7.42). The gap against the sale forecast is that promotional dollars were modelled to return more per dollar than everyday dollars, and this weekend they returned about the same. Organic is reported at $0 for the window against a $51,286 monthly goal, which reads as a tracking break — confirm before treating it as a revenue gap.
Percent-off vs. dollar-off messaging
Ad-level, deduplicated to the platform. The Labor Day campaign was built to test this split; here is the first read.
FramingSpendSpendROASCACAOVoCTRCVR
Percent off (up to 25%)
$5,081
3.11
$299
$931
2.30%
0.76%
Dollar off ($410)
$3,909
2.19
$355
$777
3.50%
0.31%
They win at opposite ends of the funnel, and the answer is to use both. Dollar-off — “$410 OFF” — wins the click decisively: 3.50% outbound CTR against 2.30%, a 52% edge. Percent-off wins everything after the click: 3.11 ROAS against 2.19, a $299 CAC against $355, and a $931 AOV against $777, converting at 0.76% versus 0.31%. This one is reasonably funded — $5,081 and 17 orders behind percent-off, $3,910 and 11 orders behind dollar-off — so it is the most trustworthy creative read in the window.
Likely structural: “$410 off” is one fixed number on the 10 lb tier — sharp hook, flat offer. “Up to 25% off” describes a ladder where the saving grows with the basket, which shows up in the $154 AOV difference. Dollar figure to earn attention, percentage ladder to close.
Football vs. standard Labor Day messaging
Ad-level across both campaigns. Football creative carries the same offer with a season-opener frame.
ThemeSpendSpendROASCACAOVoCTRCVR
Labor Day
$7,558
2.50
$329
$821
3.04%
0.45%
Football
$1,547
3.55
$309
$1,099
2.27%
0.62%
Football is ahead on a fifth of the budget, on five orders. 3.55 ROAS against 2.50, a $1,099 AOV against $821, and a 0.62% conversion rate against 0.45% — on $1,547 of spend against $7,558. It earns fewer clicks (2.27% against 3.04%) and converts far more of them.
The read: the football buyer is not shopping for a discount, they are solving for an occasion, and the discount is what makes going up to the 10 lb bundle feel reasonable. That is the highest-AOV audience in the account and Week 1 is still nine days out.
Theme × framingSpendSpendROASCACAOVoCTRCVR
Labor Day | Percent off (up to 25%)
$3,899
2.65
$325
$860
2.35%
0.72%
Labor Day | Dollar off ($410)
$3,659
2.34
$333
$777
3.55%
0.32%
Football | Percent off (up to 25%)
$1,182
4.65
$236
$1,099
2.15%
0.90%
Football | Dollar off ($410)
$250
0.00
—
—
2.78%
0.00%
The best cell in the test is football plus percent-off: 4.65 ROAS at a $236 CAC with a $1,099 AOV. Football with dollar-off framing produced nothing on $250. On this evidence the football batch should run percentage messaging only.
Ad set structure
How the Labor Day promo campaign and the retargeting Labor Day ad set are actually delivering.
Ad setSpendSpendROASCACAOVoCTRCVR
RSG - RTN - Labor Day - RG
$4,560
1.79
$456
$816
3.14%
0.28%
RSG - Acquisition - ABO - Aquisition - Non Football Videos
$3,321
3.23
$255
$824
2.68%
0.82%
RSG - Acquisition - ABO - Aquisition - Football Videos - CC
Retargeting is the weak link — the opposite of what a sale should produce. RTN Labor Day took the most budget of any sale ad set ($4,560) and returned 1.79 ROAS at a $456 CAC. The two acquisition ad sets returned 3.23 and 4.60 on less. Worth checking exclusion windows and recency segments before the final four days.
The $$ Off ad set has spent $30, so the framing read above rests on ad naming rather than a clean ad-set split. Next sale needs a funded ad set on each side.
The eight sale creatives that took real budget
Ranked by spend. Every one of these is three days old, so treat the small-budget readings as direction rather than proof.
IMAGE · static · launched 2026-08-28
SALEFirst week live“$410 OFF — 10 lbs of XXL King Crab Legs”
Static sale card — plated XXL legs under “LABOR DAY SAVINGS / $410 OFF / 10 lbs of XXL King Crab Legs / Aug 28 – Sept 3 only” with a Shop the Sale button.
Spend
$2,752
10.6% of media spend
ROAS
2.83
acct 2.38
CAC
$250
acct $312
Outbound CTR
3.70%
acct 2.68%
AOV
$708
acct $744
Conv. rate
0.40%
acct 0.48%
Why it's performing this way
The sale's biggest line item: $2,752 at 2.83 ROAS and a $250 CAC, running in the retargeting campaign.
Outbound CTR of 3.70% is the highest of any funded creative this week and 38% above the account rate.
Likely why: the dollar figure is the sharpest hook we have — across all sale ads, dollar-off framing earns a 3.50% outbound CTR against 2.30% for percent-off. Note the trade though: at the aggregate level percent-off converts 145% better and carries a $154 higher AOV, so this ad is winning on attention rather than on the offer itself.
Suggested iteration
Keep it running through 3 Sept — this is the workhorse of the sale.
Build a “last 48 hours” version with the same $410 framing for 2–3 Sept.
Test a hybrid: keep $410 as the headline and add the three-tier ladder underneath, which is where percent-off earns its higher basket.
Price PromotionCelebratorsOffer-First BannerPromoLabor Day
Full ad name & copy
08/27/2026_202608 - Hosting - LaborDaySavings- LDay - Static - BuyMoreSaveMoreXXL$Off - V1-4x5_Image_Buy More Save More LP
RSG - RTN - Top Performing Ads (7dc) - RG › RSG - RTN - Labor Day - RG
Save up to $410 on King Crab Legs for your Labor Day feast. They arrive fully cooked, so all you have to do is heat, serve, and enjoy. No code needed. Offer ends 09/03. Order now for Labor Day delivery.
Headlines: Up to $410 Off XXL King Crab Legs / Buy More, Save More / Labor Day King Crab · CTA: —
SALEFirst week live“Labor Day is supposed to mean less work, right?”
35-second UGC — “Labor Day is supposed to mean less work” — box-to-table in ten minutes, then the three bundle tiers (4 lbs / 15%, 6 lbs / 20%, 10 lbs / 25%).
Spend
$1,244
4.8% of media spend
ROAS
1.41
acct 2.38
CAC
$415
acct $312
Outbound CTR
2.86%
acct 2.68%
AOV
$583
acct $744
Conv. rate
0.60%
acct 0.48%
Why it's performing this way
The weakest of the funded sale videos: $1,244 at 1.41 ROAS and a $415 CAC, against a 3.72 average for the sale videos in the acquisition campaign.
Outbound CTR of 2.86% is fine, so the problem is post-click. It converts at 0.60%.
Likely why: it leads with convenience and gets to the discount 11 seconds in. In a sale window the offer is the reason to click, and three sale ads that opened on the number all beat it.
Suggested iteration
Re-cut with the discount in the first three seconds and the convenience beat as support.
It carries the clearest bundle explanation of the batch — worth keeping that section and grafting it onto a stronger open.
Easy PreparationCelebratorsOffer OnlyMontagePromoLabor Day
Video retention curve
Hook rate
31.4%
acct 35.7%
Held to 25%
42%
acct 43%
Held to 75%
12%
acct 18%
Finished
6%
acct 7%
Avg watch
5.1s
of 35s
ThruPlays
1,474
3s plays 5,539
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 46% of remaining viewers against 60% typical. Hook rate is 4.3 pts below the account and retention tracks the account closely. The curve breaks in the middle — the opening works and the body loses them.
Full ad name & copy
08/27/2026_202608 - Hosting - LaborDayLessWork - LDay - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Non Football Videos
Get up to 25% off King Crab Legs for your Labor Day feast. They arrive fully cooked, so all you have to do is heat, serve, and enjoy. No code needed. Offer ends 09/03. Order now for Labor Day delivery.
Headlines: Up to 25% Off XXL King Crab Legs / Labor Day King Crab / Buy More, Save More · CTA: SHOP_NOW
IMAGE · static · launched 2026-08-28
SALEFirst week live“Labor Day sale — ends Sept 3”
Static — legs on the grill with “LABOR DAY! sale / ENDS SEPT 3 / UP TO 25% OFF XXL KING CRAB LEGS”.
Spend
$968
3.7% of media spend
ROAS
3.49
acct 2.38
CAC
$242
acct $312
Outbound CTR
2.32%
acct 2.68%
AOV
$845
acct $744
Conv. rate
0.93%
acct 0.48%
Why it's performing this way
$968 at 3.49 ROAS, a $242 CAC and an $845 AOV — the second-best funded sale creative.
Conversion of 0.93% is nearly double the 0.48% account rate.
Likely why: it does the two things a sale static has to do — names the discount and names the deadline — over a grill shot that reads as Labor Day without saying it.
Suggested iteration
Swap the end date to a countdown for the final days: “ends Thursday”.
Version it with the $410 figure to see whether dollars or percent wins in prospecting.
Price PromotionHome GrillersOffer-First BannerPromoLabor Day
Full ad name & copy
08/27/2026_202608 - First Timer - LaborDaySale - LDay - Static - BuyMoreSaveMoreXXL_PercentOff - V1_Image_Buy more save more LP
RSG - RTN - Top Performing Ads (7dc) - RG › RSG - RTN - Labor Day - RG
Get up to 25% off King Crab Legs for your Labor Day feast. They arrive fully cooked, so all you have to do is heat, serve, and enjoy. No code needed. Offer ends 09/03. Order now for Labor Day delivery.
Headlines: Up to 25% Off XXL King Crab Legs / Buy More, Save More / Labor Day King Crab · CTA: —
SALEFirst week live“$410 off King Crab? Now that's a reason to host Labor Day.”
42-second UGC hosting pitch that opens on the discount as a reason to host, then walks all three bundle tiers and closes on “you handle the guest list, we'll handle the menu.”
Spend
$711
2.7% of media spend
ROAS
6.29
acct 2.38
CAC
$142
acct $312
Outbound CTR
3.19%
acct 2.68%
AOV
$895
acct $744
Conv. rate
0.98%
acct 0.48%
Why it's performing this way
Best funded performer of the sale: $711 at 6.29 ROAS, a $142 CAC and an $895 AOV.
Conversion of 0.98% is double the account rate, and outbound CTR of 3.19% is well above it.
Likely why: it fuses the offer with an occasion in the first line. The discount is not the point — it is the permission to throw the party, which is why the baskets are large.
Suggested iteration
This is the template for the rest of the window and for the next sale moment.
Cut a 20-second version so it can also run in the shorter placements.
Re-skin the same structure for football: “$410 off? Now that's a reason to host the opener.”
Better Value Than RestaurantsSocial HostsOffer OnlyMontagePromoLabor Day
Video retention curve
Hook rate
38.2%
acct 35.7%
Held to 25%
35%
acct 43%
Held to 75%
10%
acct 18%
Finished
4%
acct 7%
Avg watch
6.2s
of 42s
ThruPlays
1,489
3s plays 6,129
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 44% of remaining viewers against 60% typical. Hook rate is 2.6 pts above the account and retention runs behind the account, so the body is the weak link. The curve breaks in the middle — the opening works and the body loses them.
Full ad name & copy
08/27/2026_202608 - Host - AReasonToGoBig - LDay - UGCVid - BuyMoreSaveMoreXXL$Off - V1_Video_Buy More Save More LP – Copy
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Non Football Videos
Take up to $410 off XXL King Crab Legs for your long weekend Labor Day feast! The bigger your party, the bigger your savings. Limited-time offer; shipping in time for the holiday weekend.
Headlines: Save $410 On King Crab Legs / Labor Day Sale / King Crab Legs On Sale · CTA: SHOP_NOW
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 46% of remaining viewers against 60% typical. Hook rate is 7.9 pts below the account and retention runs behind the account, so the body is the weak link. The curve breaks in the middle — the opening works and the body loses them.
Full ad name & copy
08/27/2026_202608 - Host - OneWeekendLeft - LDay - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP – Copy
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Non Football Videos
Up to 25% off XXL King Crab Legs this Labor Day, no code needed. Skip the debate over what's going on the grill — king crab settles it.
Headlines: Up to 25% Off King Crab Legs / Buy More, Save More / Labor Day Savings - Up to 25% Off · CTA: SHOP_NOW
SALEFirst week live“Labor Day weekend King Crab Feast — up to 25% off”
Static — “labor day weekend KING CRAB FEAST / UP TO 25% OFF” over an overhead plated spread with an Order Now button.
Spend
$336
1.3% of media spend
ROAS
no sales
acct 2.38
CAC
—
acct $312
Outbound CTR
2.00%
acct 2.68%
AOV
—
acct $744
Conv. rate
0.00%
acct 0.48%
Why it's performing this way
$336 and no purchases. Outbound CTR of 2.00% sits under the account rate.
Likely why: it competes directly with the two statics that did work, and it leads with “up to 25%” rather than a dollar amount or a deadline. The winners named $410 or named the end date.
Same three-day caveat — thin, but the two statics beside it produced 15 purchases on similar creative.
Suggested iteration
Retire it for the final days and put the impressions behind LaborDaySavings, which is doing the same job better.
Double PointsCelebratorsOffer-First BannerPromoLabor Day
Full ad name & copy
08/27/2026_202608 - Splurge - LaborDayWkndSale - LDay - Static - BuyMoreSaveMoreXXLPercentOff - V1_Image_Buy more save more LP
RSG - RTN - Top Performing Ads (7dc) - RG › RSG - RTN - Labor Day - RG
Up to 25% off XXL King Crab Legs this Labor Day, no code needed. Skip the debate over what's going on the grill — king crab settles it.
Headlines: Up to 25% Off King Crab Legs / Buy More, Save More / Labor Day Savings - Up to 25% Off · CTA: SHOP_NOW
31-second rhythmic listicle — “King crab, king crab, and 25% off more king crab” — running the three bundle tiers over a long-weekend table.
Spend
$302
1.2% of media spend
ROAS
15.44
acct 2.38
CAC
$60
acct $312
Outbound CTR
2.62%
acct 2.68%
AOV
$932
acct $744
Conv. rate
3.11%
acct 0.48%
Why it's performing this way
Highest ROAS in the report at 15.44, with a $60 CAC and a 3.11% conversion rate on $302 spend.
Five purchases at a $932 AOV — the largest average basket of any sale creative.
Caveat first: $302 and five orders is a thin sample. Treat this as the strongest signal of the week, not a settled result.
Suggested iteration
Fund it hard for the remaining sale days — it is the cheapest customer acquisition on the board.
The repetition device in the hook is doing real work; reuse that cadence on the football batch.
Price PromotionCelebratorsOtherMontagePromoLabor Day
Video retention curve
Hook rate
31.2%
acct 35.7%
Held to 25%
41%
acct 43%
Held to 75%
14%
acct 18%
Finished
5%
acct 7%
Avg watch
4.4s
of 30s
ThruPlays
417
3s plays 1,919
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 52% of remaining viewers against 60% typical. Hook rate is 4.5 pts below the account and retention tracks the account closely. The curve breaks in the middle — the opening works and the body loses them.
Full ad name & copy
08/27/2026_202608 - FirstTimer - LongWeekendLineup - LDay - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Non Football Videos
Take up to 25% off XXL King Crab Legs for your long weekend Labor Day feast! The bigger your party, the bigger your savings. Limited-time offer; shipping in time for the holiday weekend.
Headlines: 25% Off King Crab Legs / Labor Day Sale / King Crab Legs On Sale · CTA: SHOP_NOW
SALEFirst week live“A deal so good I ordered immediately”
UGC unboxing built around the deal itself — creator reacting to the size of the legs after ordering on the promotion.
Spend
$218
0.8% of media spend
ROAS
3.91
acct 2.38
CAC
$218
acct $312
Outbound CTR
1.72%
acct 2.68%
AOV
$851
acct $744
Conv. rate
1.41%
acct 0.48%
Why it's performing this way
$218 at 3.91 ROAS, a $218 CAC and an $851 AOV — above account on every measure, on a small budget.
Conversion of 1.41% is nearly triple the account rate.
Likely why: unboxing plus discount is a natural pairing in a sale — the viewer sees both the value and the proof in thirty seconds.
Suggested iteration
Give it real budget for the final days; it has never had enough delivery to read properly.
Buy More, Save MoreCelebratorsCuriosityMontagePromoLabor Day
Video retention curve
Hook rate
26.1%
acct 35.7%
Held to 25%
42%
acct 43%
Held to 75%
11%
acct 18%
Finished
5%
acct 7%
Avg watch
4.2s
of 30s
ThruPlays
227
3s plays 1,075
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 50% → 75%, where this ad keeps 52% of remaining viewers against 68% typical. Hook rate is 9.6 pts below the account and retention tracks the account closely. The curve breaks in the middle — the opening works and the body loses them.
Full ad name & copy
08/27/2026_202608 - First Timer - ADealSoGood - LDay - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Non Football Videos
Get up to 25% off King Crab Legs for your Labor Day feast. They arrive fully cooked, so all you have to do is heat, serve, and enjoy. No code needed. Offer ends 09/03. Order now for Labor Day delivery.
Headlines: Up to 25% Off XXL King Crab Legs / Labor Day King Crab / Buy More, Save More · CTA: SHOP_NOW
The rest of the sale batch
Eleven more sale creatives, all under $160.
Ad name
Type
Spend
Ord.
oCTR
ROAS
08/27/2026_202608 - Host - GuestsWontBelieveIt - LDay - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
video
$200
0
1.96%
no sales yet
08/27/2026_202608 - FirstTimer - EndofSummerBlues - LDay - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
video
$154
0
2.86%
no sales yet
08/27/2026_202608 - FirstTimer - EndofSummerBlues - LDay - Static - BuyMoreSaveMoreXXLPercentOff - V1_Image_Buy more save more LP
image
$133
0
1.91%
no sales yet
08/27/2026_202608 - FirstTimer - EndofSummerBlues - LDay - Static - BuyMoreSaveMoreXXL$Off - V1_Image_Buy More Save More LP
image
$42
0
1.92%
no sales yet
08/27/2026_202608 - FirstTmer - SkipRegularLaborDay- LDay - UGCVid - BuyMoreSaveMoreXXL$Off - V1 (1)_Video_Buy More Save More LP
video
$41
1
3.43%
14.78
08/27/2026_202608 - Hosting - LessLabor- LDay -UGCVid - BuyMoreSaveMoreXXL$Off - V1-9X16_Video_Buy More Save More LP – Copy
video
$34
0
1.85%
no sales yet
08/27/2026_202608 - FirstTimer - Don'tLeave$410onTheTable - LDay - UGCVid - BuyMoreSaveMoreXXL$Off - V1_Video_Buy More Save More LP
video
$30
0
2.99%
no sales yet
08/27/2026_202608 - First Timer - BestDealYet - LDay - UGCVid - MoreSaveMoreXXL$Off - V1-9x16_Video_Buy More Save More LP
video
$28
0
1.50%
no sales yet
08/27/2026_202608 - FirstTmer - EyeonXXL- LDay - UGCVid - BuyMoreSaveMoreXXL$Off - V1_Video_Buy More Save More LP – Copy
video
$15
0
1.44%
no sales yet
08/27/2026_202608 - FirstTmer - GrillKingCrab - LDay - Static - BuyMoreSaveMoreXXL$Off - V1_Image_Buy More Save More LP
image
$4
0
1.28%
no sales yet
08/27/2026_202608 - FirstTimer - FootballSeasonisHere - LDay - Static - BuyMoreSaveMoreXXL$Off - V1_Image_Buy More Save More LP
image
$4
0
8.00%
no sales yet
03 · Game Day, first read
Football is buying the biggest basket of the sale
What this section is for. The football cluster briefed two weeks ago went live on 28 August, so we now have a first read on the batch that has to carry September. Seventeen creatives took $1,543, 6.0% of Meta spend, and produced five orders at a $1,099 average order value — against $821 for the rest of the sale creative and $744 for the account.
What it means. Basket size, not volume, is the signal worth acting on. Five orders is far too few to call the batch a winner, so nothing here changes budget this week. It does tell us what to brief next: pair football with the 10 lb bundle, keep it on percentage framing, and get two more cuts in market before Week 1 kicks off on 9 September so the theme has a funded read by the time it matters.
GAME DAYFirst week live“Eating wings during the season opener will be expected. But you know what isn't?”
29-second UGC that sets up the season opener, then pivots — wings are expected, a 25%-off king crab feast is not. Next-day arrival, ten minutes on the grill, gone before halftime.
Spend
$330
1.3% of media spend
ROAS
9.95
acct 2.38
CAC
$110
acct $312
Outbound CTR
2.52%
acct 2.68%
AOV
$1,094
acct $744
Conv. rate
1.71%
acct 0.48%
Why it's performing this way
Best of the football batch: $330 at 9.95 ROAS, a $110 CAC and a $1,094 AOV — the biggest baskets of any creative this week.
Conversion of 1.71% is more than triple the account rate.
Likely why: it is a status play rather than a food ad. The buyer is not shopping for dinner, they are buying the thing nobody else brings — and that buyer orders big.
Suggested iteration
This is the Game Day concept proven. Fund it into Week 1 on 9 September.
Build two more on the same “expected vs. unexpected” spine — tailgate and playoff versions.
Note the $1,094 AOV: pair this one with the 10 lb bundle rather than the 4 lb.
Special Occasion ElevationSocial HostsContrastDemoSignUnboxing
Video retention curve
Hook rate
42.8%
acct 35.7%
Held to 25%
42%
acct 43%
Held to 75%
12%
acct 18%
Finished
4%
acct 7%
Avg watch
7.7s
of 29s
ThruPlays
623
3s plays 2,979
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 50% → 75%, where this ad keeps 58% of remaining viewers against 68% typical. Hook rate is 7.2 pts above the account and retention tracks the account closely. The curve breaks in the middle — the opening works and the body loses them.
Full ad name & copy
08/27/2026_202608 - Hosting - WingsnChips - Fball- UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Football Videos - CC
Get up to 25% off King Crab Legs — same tailgate, same crowd, just better. Ships fully cooked, just heat them right before kickoff. No code needed. Stock up for the season ahead and save.
Headlines: Up to 25% Off XXL King Crab Legs / Football King Crab / Buy More, Save More · CTA: SHOP_NOW
GAME DAYFirst week live“Football is back — take up to 25% off”
Static — a clean navy card, “go extra, extra long / TAKE UP TO 25% OFF KING CRAB / football is back.”
Spend
$212
0.8% of media spend
ROAS
no sales
acct 2.38
CAC
—
acct $312
Outbound CTR
1.35%
acct 2.68%
AOV
—
acct $744
Conv. rate
0.00%
acct 0.48%
Why it's performing this way
$212 and no purchases. Outbound CTR of 1.35% is the weakest of the football batch and roughly half the account rate.
Likely why: it is typography on a colour field with no food in frame. Every high-CTR asset in this account leads with the crab.
Suggested iteration
Rebuild with the plated spread as the background and the type as an overlay.
Price PromotionSocial HostsOffer-First BannerPromoFootball Season
Full ad name & copy
08/27/2026_202608 - Host - Footballisback - Fball - Static - BuyMoreSaveMoreXXLPercentOff - V1_Image_Buy more save more LP
RSG - RTN - Top Performing Ads (7dc) - RG › RSG - RTN - Labor Day - RG
Get up to 25% off King Crab Legs — same tailgate, same crowd, just better. Ships fully cooked, just heat them right before kickoff. No code needed. Stock up for the season ahead and save.
Headlines: Up to 25% Off XXL King Crab Legs / Football King Crab / Buy More, Save More · CTA: SHOP_NOW
GAME DAYFirst week live“Football season is here — save big with 25% off”
Static — a host holding a full tray of legs with “FOOTBALL SEASON IS HERE / SAVE BIG WITH 25% OFF / OUR EXTRA, EXTRA LARGE KING CRAB” badges.
Spend
$182
0.7% of media spend
ROAS
no sales
acct 2.38
CAC
—
acct $312
Outbound CTR
1.89%
acct 2.68%
AOV
—
acct $744
Conv. rate
0.00%
acct 0.48%
Why it's performing this way
$182 and no purchases yet, at a 1.89% outbound CTR just under the account rate.
Likely why: three competing badges split the attention. The statics that converted this week carried one message and one number.
Suggested iteration
Cut to a single badge and let the tray of crab do the rest.
Price PromotionSocial HostsOffer-First BannerUGC OverlayPromoFootball Season
Full ad name & copy
08/27/2026_202608 - FirstTimer - BigGameBigSavings - Fball - Static - BuyMoreSaveMoreXXLPercentOff - V1_Image_Buy more save more LP
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Football Videos - CC
Season opener, served. 🏈🦀 Take 25% off XXL King Crab Legs and make the first weekend of football one to remember. The bigger your watch party, the bigger your savings. Limited-time offer: ship in time for kickoff!
Headlines: 25% Off King Crab Legs / Football + King Crab Legs = 💯 / King Crab Legs On Sale · CTA: SHOP_NOW
UGC cut built on scoring bigger for game day, running the bundle tiers.
Spend
$143
0.6% of media spend
ROAS
no sales
acct 2.38
CAC
—
acct $312
Outbound CTR
2.61%
acct 2.68%
AOV
—
acct $744
Conv. rate
0.00%
acct 0.48%
Why it's performing this way
$143 and no purchases. Outbound CTR of 2.61% is close to account average, so it is earning attention on a very small budget.
Nothing conclusive at this spend after three days — listed for visibility.
Suggested iteration
Give it a fair budget alongside WingsnChips before judging the concept.
Better Value Than RestaurantsSocial HostsAspirationalMontagePromoSuper Bowl
Video retention curve
Hook rate
33.2%
acct 35.7%
Held to 25%
50%
acct 43%
Held to 75%
14%
acct 18%
Finished
7%
acct 7%
Avg watch
5.4s
of 29s
ThruPlays
291
3s plays 1,376
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 48% of remaining viewers against 60% typical. Hook rate is 2.5 pts below the account and retention runs ahead of the account, so the body is doing real work. The curve breaks in the middle — the opening works and the body loses them.
Full ad name & copy
08/27/2026_202608 - Host - ScoreBIGGER - FBall - UGCVid - BuyMoreSaveMoreXXL$Off - V1_Video_Buy More Save More LP – Copy
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Football Videos - CC
Take up to $410 off XXL King Crab Legs, no code needed. Football's back, and it's finally time to make game day taste as good as it feels, don’t wait months for the big game.
Headlines: Up to $410 Off King Crab Legs / Kickoff With King Crab & Save / Biggest Sale Ever · CTA: SHOP_NOW
Same caveat as the rest of the football batch — three days old and under-funded.
Suggested iteration
Hold until the sale ends, then re-run into Week 1 with real budget behind the batch.
Special Occasion ElevationSocial HostsRelatabilityMontagePromoFootball Season
Video retention curve
Hook rate
38.7%
acct 35.7%
Held to 25%
41%
acct 43%
Held to 75%
12%
acct 18%
Finished
5%
acct 7%
Avg watch
4.7s
of 26s
ThruPlays
286
3s plays 1,290
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 50% → 75%, where this ad keeps 57% of remaining viewers against 68% typical. Hook rate is 3.1 pts above the account and retention tracks the account closely. The curve breaks in the middle — the opening works and the body loses them.
Full ad name & copy
08/27/2026_202608 - Splurger - Season's Back - FBall - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Football Videos - CC
Football season's back. Save up to 25% on XXL King Crab Legs, no code needed. Sundays just got a lot more interesting.
Headlines: Up to 25% Off King Crab Legs / Kickoff With King Crab & Save / Biggest Sale Ever · CTA: SHOP_NOW
The rest of the football batch
Twelve more, all under $135 and three days old.
Ad name
Type
Spend
Ord.
oCTR
ROAS
08/27/2026_202608 - Host - DontwaitforBigGam - FBall - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
video
$132
1
1.50%
10.60
08/27/2026_202608 - Hosting - DitchTheWings - FBall - Static - BuyMoreSaveMoreXXL_Off - V1_Image_Buy more save more LP – Copy
image
$115
0
2.11%
no sales yet
08/27/2026_202608 - Host - KickoffWithACrack - FBall - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
video
$107
1
3.53%
7.63
08/27/2026_202608 - First Timer - WinGameDay - Fball - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
video
$42
0
2.06%
no sales yet
08/27/2026_202608 - Host - TalkAboutBesidesScore - FBall - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
video
$41
0
2.52%
no sales yet
08/27/2026_202608 - Splurger - YourExcusefor10Lbs - FBall - UGCVid - BuyMoreSaveMoreXXL$Off - V1_Video_Buy More Save More LP
video
$32
0
3.26%
no sales yet
08/27/2026_202608 - Hosting - FantasyRoster - FBall - UGCVid - MoreSaveMoreXXL$Off - V1-9x16_Video_Buy More Save More LP – Copy
video
$19
0
3.80%
no sales yet
08/27/2026_202608 - Hosting - KickOffWith - FBall - Static - BuyMoreSaveMoreXXL$Off - V1_Image_Buy More Save More LP
image
$18
0
2.23%
no sales yet
08/27/2026__202608 - Splurger - Season's Back - FBall - UGCVid - BuyMoreSaveMoreXXL$Off - V1_Video_Buy More Save More LP – Copy
video
$15
0
2.21%
no sales yet
08/27/2026_202608 - Hosting - AverageGameDayL - FBall - UGCVid - MoreSaveMoreXXL$Off - V1-9x16_Video_Buy More Save More LP
video
$8
0
2.11%
no sales yet
08/27/2026_202608 - First Timer - YouScore$410Off - FBall - UGCVid - BuyMoreSaveMoreXXL$Off - V1_Video_Buy More Save More LP
video
$8
0
2.42%
no sales yet
08/27/2026_202608 - Host - HUTHUTHIKE - Fball - Static - BuyMoreSaveMoreXXL$Off - V1_Buy More Save More LP
image
$3
0
3.23%
no sales yet
04 · Top 10 by spend
Where the money went
The ten creatives carrying the most budget. Deduplicated to the platform they represent $13,654 — 52.7% of media spend — returning $27,228 at 1.99 ROAS. Four of the ten are sale creatives launched on Friday; the rest are evergreen assets that gave ground during the promotion.
#1“Hey folks, Andy with AlaskanKingCrab.com here.”
80-second walkthrough with Andy from AlaskanKingCrab.com hand-packing a real order and thanking the customer by name.
Spend
$4,741
▲+31%
18.3% of media spend
ROAS
2.79
▼-20%
acct 2.38
CAC
$316
▲+39%
acct $312
Outbound CTR
3.45%
▲+4%
acct 2.68%
AOV
$882
▲+12%
acct $744
Conv. rate
0.36%
▼-34%
acct 0.48%
Why it's performing this way
Still the account's largest asset at $4,741 — Meta pushed another 31% into it — but ROAS eased from 3.47 to 2.79 and CAC rose 39% to $316.
Outbound CTR actually improved to 3.45%. Conversion fell to 0.36%, its lowest reading in three weeks.
Likely why: two things at once. It is now 18.3% of spend so it is reaching further into a colder audience, and it is an evergreen ad competing against a sale — a full-price message running beside a 25%-off message loses.
Suggested iteration
Expect it to recover once the sale ends; do not judge the fatigue read until after 3 Sept.
Cut an Andy version that carries the promotion so the format can compete during sale windows.
Cuts two and three still are not in production — that remains the single biggest gap behind it.
Shipped OvernightOnline Food ShoppersHow ToBehind The ScenesNo OfferEvergreen
Video retention curve
Hook rate
42.5%
acct 35.7%
Held to 25%
35%
acct 43%
Held to 75%
21%
acct 18%
Finished
4%
acct 7%
Avg watch
12.1s
of 79s
ThruPlays
19,838
3s plays 51,648
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 95% → 100%, where this ad keeps 53% of remaining viewers against 74% typical. Hook rate is 6.8 pts above the account and retention runs behind the account, so the body is the weak link. The curve breaks late — most of the ad holds and only the final stretch sheds viewers. Read it against the length: this cut runs 1:19, so 25% is 19s in and a steep early curve is expected — the account line mixes ads from 17s to 290s.
Ever wonder how fresh, wild-caught king crab makes its way from the ocean to your house? 🦀🌊
From the moment it’s pulled from the icy water to the moment it arrives at your door, there’s a whole journey behind every bite.
Watch how we bring fresh, wild-caught king crab from the ocean straight to your table.
#2First week live“$410 OFF — 10 lbs of XXL King Crab Legs”
Static sale card — plated XXL legs under “LABOR DAY SAVINGS / $410 OFF / 10 lbs of XXL King Crab Legs / Aug 28 – Sept 3 only” with a Shop the Sale button.
Spend
$2,752
10.6% of media spend
ROAS
2.83
acct 2.38
CAC
$250
acct $312
Outbound CTR
3.70%
acct 2.68%
AOV
$708
acct $744
Conv. rate
0.40%
acct 0.48%
Why it's performing this way
The sale's biggest line item: $2,752 at 2.83 ROAS and a $250 CAC, running in the retargeting campaign.
Outbound CTR of 3.70% is the highest of any funded creative this week and 38% above the account rate.
Likely why: the dollar figure is the sharpest hook we have — across all sale ads, dollar-off framing earns a 3.50% outbound CTR against 2.30% for percent-off. Note the trade though: at the aggregate level percent-off converts 145% better and carries a $154 higher AOV, so this ad is winning on attention rather than on the offer itself.
Suggested iteration
Keep it running through 3 Sept — this is the workhorse of the sale.
Build a “last 48 hours” version with the same $410 framing for 2–3 Sept.
Test a hybrid: keep $410 as the headline and add the three-tier ladder underneath, which is where percent-off earns its higher basket.
Price PromotionCelebratorsOffer-First BannerPromoLabor Day
Full ad name & copy
08/27/2026_202608 - Hosting - LaborDaySavings- LDay - Static - BuyMoreSaveMoreXXL$Off - V1-4x5_Image_Buy More Save More LP
RSG - RTN - Top Performing Ads (7dc) - RG › RSG - RTN - Labor Day - RG
Save up to $410 on King Crab Legs for your Labor Day feast. They arrive fully cooked, so all you have to do is heat, serve, and enjoy. No code needed. Offer ends 09/03. Order now for Labor Day delivery.
Headlines: Up to $410 Off XXL King Crab Legs / Buy More, Save More / Labor Day King Crab · CTA: —
#3First week live“Labor Day is supposed to mean less work, right?”
35-second UGC — “Labor Day is supposed to mean less work” — box-to-table in ten minutes, then the three bundle tiers (4 lbs / 15%, 6 lbs / 20%, 10 lbs / 25%).
Spend
$1,244
4.8% of media spend
ROAS
1.41
acct 2.38
CAC
$415
acct $312
Outbound CTR
2.86%
acct 2.68%
AOV
$583
acct $744
Conv. rate
0.60%
acct 0.48%
Why it's performing this way
The weakest of the funded sale videos: $1,244 at 1.41 ROAS and a $415 CAC, against a 3.72 average for the sale videos in the acquisition campaign.
Outbound CTR of 2.86% is fine, so the problem is post-click. It converts at 0.60%.
Likely why: it leads with convenience and gets to the discount 11 seconds in. In a sale window the offer is the reason to click, and three sale ads that opened on the number all beat it.
Suggested iteration
Re-cut with the discount in the first three seconds and the convenience beat as support.
It carries the clearest bundle explanation of the batch — worth keeping that section and grafting it onto a stronger open.
Easy PreparationCelebratorsOffer OnlyMontagePromoLabor Day
Video retention curve
Hook rate
31.4%
acct 35.7%
Held to 25%
42%
acct 43%
Held to 75%
12%
acct 18%
Finished
6%
acct 7%
Avg watch
5.1s
of 35s
ThruPlays
1,474
3s plays 5,539
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 46% of remaining viewers against 60% typical. Hook rate is 4.3 pts below the account and retention tracks the account closely. The curve breaks in the middle — the opening works and the body loses them.
Full ad name & copy
08/27/2026_202608 - Hosting - LaborDayLessWork - LDay - UGCVid - BuyMoreSaveMoreXXLPercentOff - V1_Video_Buy more save more LP
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Non Football Videos
Get up to 25% off King Crab Legs for your Labor Day feast. They arrive fully cooked, so all you have to do is heat, serve, and enjoy. No code needed. Offer ends 09/03. Order now for Labor Day delivery.
Headlines: Up to 25% Off XXL King Crab Legs / Labor Day King Crab / Buy More, Save More · CTA: SHOP_NOW
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 41% of remaining viewers against 60% typical. Hook rate is 3.7 pts below the account and retention tracks the account closely. The curve breaks in the middle — the opening works and the body loses them.
Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.
Headlines: Get 5th Pound Free / Your First Order Comes With a Gift / FREE King Crab · CTA: —
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 41% of remaining viewers against 60% typical. Hook rate is 3.6 pts below the account and retention tracks the account closely. The curve breaks in the middle — the opening works and the body loses them.
Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll throw in an extra 1lb of our Large King Crab Legs to your order. You've got a feast, we're just making it bigger.
Headlines: Get 5th Pound Free / Your First Order Comes With a Gift / FREE King Crab · CTA: —
IMAGE · static · launched 2026-08-28
#6First week live“Labor Day sale — ends Sept 3”
Static — legs on the grill with “LABOR DAY! sale / ENDS SEPT 3 / UP TO 25% OFF XXL KING CRAB LEGS”.
Spend
$968
3.7% of media spend
ROAS
3.49
acct 2.38
CAC
$242
acct $312
Outbound CTR
2.32%
acct 2.68%
AOV
$845
acct $744
Conv. rate
0.93%
acct 0.48%
Why it's performing this way
$968 at 3.49 ROAS, a $242 CAC and an $845 AOV — the second-best funded sale creative.
Conversion of 0.93% is nearly double the 0.48% account rate.
Likely why: it does the two things a sale static has to do — names the discount and names the deadline — over a grill shot that reads as Labor Day without saying it.
Suggested iteration
Swap the end date to a countdown for the final days: “ends Thursday”.
Version it with the $410 figure to see whether dollars or percent wins in prospecting.
Price PromotionHome GrillersOffer-First BannerPromoLabor Day
Full ad name & copy
08/27/2026_202608 - First Timer - LaborDaySale - LDay - Static - BuyMoreSaveMoreXXL_PercentOff - V1_Image_Buy more save more LP
RSG - RTN - Top Performing Ads (7dc) - RG › RSG - RTN - Labor Day - RG
Get up to 25% off King Crab Legs for your Labor Day feast. They arrive fully cooked, so all you have to do is heat, serve, and enjoy. No code needed. Offer ends 09/03. Order now for Labor Day delivery.
Headlines: Up to 25% Off XXL King Crab Legs / Buy More, Save More / Labor Day King Crab · CTA: —
#7First week live“$410 off King Crab? Now that's a reason to host Labor Day.”
42-second UGC hosting pitch that opens on the discount as a reason to host, then walks all three bundle tiers and closes on “you handle the guest list, we'll handle the menu.”
Spend
$711
2.7% of media spend
ROAS
6.29
acct 2.38
CAC
$142
acct $312
Outbound CTR
3.19%
acct 2.68%
AOV
$895
acct $744
Conv. rate
0.98%
acct 0.48%
Why it's performing this way
Best funded performer of the sale: $711 at 6.29 ROAS, a $142 CAC and an $895 AOV.
Conversion of 0.98% is double the account rate, and outbound CTR of 3.19% is well above it.
Likely why: it fuses the offer with an occasion in the first line. The discount is not the point — it is the permission to throw the party, which is why the baskets are large.
Suggested iteration
This is the template for the rest of the window and for the next sale moment.
Cut a 20-second version so it can also run in the shorter placements.
Re-skin the same structure for football: “$410 off? Now that's a reason to host the opener.”
Better Value Than RestaurantsSocial HostsOffer OnlyMontagePromoLabor Day
Video retention curve
Hook rate
38.2%
acct 35.7%
Held to 25%
35%
acct 43%
Held to 75%
10%
acct 18%
Finished
4%
acct 7%
Avg watch
6.2s
of 42s
ThruPlays
1,489
3s plays 6,129
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 44% of remaining viewers against 60% typical. Hook rate is 2.6 pts above the account and retention runs behind the account, so the body is the weak link. The curve breaks in the middle — the opening works and the body loses them.
Full ad name & copy
08/27/2026_202608 - Host - AReasonToGoBig - LDay - UGCVid - BuyMoreSaveMoreXXL$Off - V1_Video_Buy More Save More LP – Copy
RSG - Acquisition - CBO - Aquisition - Labor Day Promo - CC › RSG - Acquisition - ABO - Aquisition - Non Football Videos
Take up to $410 off XXL King Crab Legs for your long weekend Labor Day feast! The bigger your party, the bigger your savings. Limited-time offer; shipping in time for the holiday weekend.
Headlines: Save $410 On King Crab Legs / Labor Day Sale / King Crab Legs On Sale · CTA: SHOP_NOW
#8“Birthday King Crab, delivered.” (on-screen, 0–2s)
Insense partnership video — creator dips a full leg into drawn butter under one on-screen line. Almost no voiceover.
Spend
$703
▼-47%
2.7% of media spend
ROAS
1.00
▼-7%
acct 2.38
CAC
$703
▲+59%
acct $312
Outbound CTR
2.50%
▲+4%
acct 2.68%
AOV
$701
▲+47%
acct $744
Conv. rate
0.33%
▼-27%
acct 0.48%
Why it's performing this way
Down to 1.00 ROAS on $703 — it now returns exactly what it costs. CAC rose 59% to $703.
Third consecutive week of decline: 2.86 → 1.08 → 1.00.
Likely why: genuine fatigue, now confirmed by the trend rather than a single week. Outbound CTR is still holding at 2.50%, which is the signature of an audience that recognises the ad and no longer acts on it.
Suggested iteration
Time to retire this instance — three weeks of decline is a trend, not a dip.
Reshoot the format rather than the file: silent, food-first, one on-screen line, new creator.
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 50% → 75%, where this ad keeps 60% of remaining viewers against 68% typical. Hook rate is 9.3 pts below the account and retention runs ahead of the account, so the body is doing real work. The curve breaks in the middle — the opening works and the body loses them.
#9“$600 worth of king crab legs delivered overnight.”
The longer Nate Gill shipping-objection cut — opens on the $600 order, walks the delivery, closes on “shipping is the reason you haven't ordered yet.”
Spend
$701
▲+83%
2.7% of media spend
ROAS
1.15
▼-35%
acct 2.38
CAC
$351
▼-9%
acct $312
Outbound CTR
2.35%
▲+16%
acct 2.68%
AOV
$405
▼-41%
acct $744
Conv. rate
0.52%
▼-7%
acct 0.48%
Why it's performing this way
Meta pushed 83% more spend into it, to $701, and ROAS fell from 1.78 to 1.15.
Outbound CTR improved 16% to 2.35%, so the traffic held up while conversion did not.
Likely why: a $600 full-price anchor is a hard sell in a week when the same account is advertising 25% off. Its sibling cut, which spent less, returned 6.09.
Suggested iteration
Re-read it after the sale closes — this week is not a fair test of a full-price objection ad.
The sibling edit is outperforming it 5x; if that holds post-sale, consolidate to the sibling.
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 3s → 25%, where this ad keeps 19% of remaining viewers against 43% typical. Hook rate is 5.8 pts below the account and retention runs behind the account, so the body is the weak link. The curve breaks early — people leave almost immediately after the opening. Read it against the length: this cut runs 1:03, so 25% is 15s in and a steep early curve is expected — the account line mixes ads from 17s to 290s.
Worried King Crab Legs won't survive shipping? It will.
Alaskan King Crab Legs — packed in dry ice, shipped overnight, and frozen solid on arrival, every single time.
See for yourself.
18-second unscripted reaction — a full leg of meat pulled clean from the shell on a griddle, essentially no script.
Spend
$697
▼-63%
2.7% of media spend
ROAS
0.66
▼-61%
acct 2.38
CAC
$697
▲+84%
acct $312
Outbound CTR
1.88%
▲+9%
acct 2.68%
AOV
$457
▼-29%
acct $744
Conv. rate
0.28%
▼-50%
acct 0.48%
Why it's performing this way
0.66 ROAS on $697 — its worst week, with CAC up 84% to $697 and conversion down to 0.28%.
Outbound CTR of 1.88% is the weakest of the top ten.
Likely why: a wordless reaction ad has nothing to say during a sale. It cannot carry an offer, so it competed for impressions against creative that could.
Suggested iteration
Pause it for the remainder of the sale window rather than judging it now.
The footage remains the account's best cold open — the standing recommendation to splice it onto a scripted body still applies.
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 57% of remaining viewers against 60% typical. Hook rate is 10.0 pts above the account and retention runs ahead of the account, so the body is doing real work. The curve breaks in the middle — the opening works and the body loses them.
🦀Don't buy your king crab legs or seafood from anywhere else 🚫
Experience the mouthwatering difference of wild-caught king crab legs from Alaskan King Crab Co. 🤤
🚚 Get them delivered straight to your door with free overnight shipping on orders over $350.
Order now and taste the difference! 👉🦀
Headlines: Enjoy $20 off your first order / $20 Off Your First Order · CTA: —
05 · Watch list
Five to keep an eye on
The weakest creatives carrying real budget ($300+), excluding anything launched in the last week so the comparison is fair. Together they took $2,426 and returned $2,491. Two of these are now on their third consecutive soft week, which crosses from dip into trend.
23-second UGC mashup opening on guilt — a forgotten birthday — and resolving it with overnight delivery.
Spend
$318
▼-68%
1.2% of media spend
ROAS
no sales
acct 2.38
CAC
—
acct $312
Outbound CTR
2.24%
▼-10%
acct 2.68%
AOV
—
acct $744
Conv. rate
0.00%
acct 0.48%
Why it's performing this way
$318 and zero revenue this week, after 1.39 last week and 2.15 the week before. Three straight weeks of decline.
Spend is already down to a tenth of where it was, so the account has effectively voted on it.
Likely why: the guilt hook earns a cheap click and builds no desire — and there is no version of that argument that competes with a 25%-off message.
Suggested iteration
Let it wind down. The hook itself is still worth reusing on an offer-led script.
Perfect GiftLast Minute Gift GiversQuestionMontageNo OfferBirthday
Video retention curve
Hook rate
28.2%
acct 35.7%
Held to 25%
59%
acct 43%
Held to 75%
19%
acct 18%
Finished
11%
acct 7%
Avg watch
4.2s
of 23s
ThruPlays
463
3s plays 1,922
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 50% → 75%, where this ad keeps 61% of remaining viewers against 68% typical. Hook rate is 7.5 pts below the account and retention runs ahead of the account, so the body is doing real work. The curve breaks in the middle — the opening works and the body loses them.
WATCH“Every single time I serve this, someone asks if I'm secretly a chef.”
35-second UGC — a host jokes that people ask if she is secretly a chef, then reveals the crab ships pre-cooked so all she did was thaw and heat it.
Spend
$647
▲+42%
2.5% of media spend
ROAS
0.94
acct 2.38
CAC
$647
acct $312
Outbound CTR
2.62%
▲+24%
acct 2.68%
AOV
$610
acct $744
Conv. rate
0.20%
acct 0.48%
Why it's performing this way
Second consecutive week under 1.0 ROAS: $647 at 0.94, with conversion at 0.20%.
Outbound CTR of 2.62% is close to account average, so it keeps earning clicks that do not convert.
Likely why: unchanged from last week — the hook promises status and the body cancels it by revealing she did nothing. Two weeks of the same pattern makes that a real read rather than a guess.
Suggested iteration
Re-cut so the ease reads as the benefit rather than the confession.
If the re-cut is not scheduled, wind it down — it has had two full weeks.
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 25% → 50%, where this ad keeps 59% of remaining viewers against 60% typical. Hook rate is 9.7 pts above the account and retention runs ahead of the account, so the body is doing real work. The curve breaks in the middle — the opening works and the body loses them.
Thaw. Heat. Eat. Impress.
Restaurant-quality king crab, ready in minutes — no special equipment, no guesswork, no stress. Just set it out and let it do the talking.
By the time the shells start cracking, someone's already asking how you made it happen.
Headlines: Order King Crab Legs / Order Today. Deivered Tomorrow. · CTA: SHOP_NOW
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 50% → 75%, where this ad keeps 59% of remaining viewers against 68% typical. Hook rate is 9.1 pts below the account and retention runs ahead of the account, so the body is doing real work. The curve breaks in the middle — the opening works and the body loses them.
WATCH“I just spent $600 on King Crab Legs. They're shipping overnight.”
The third Nate Gill cut, built on shipping hesitation, opening on him plating a $600 order in his kitchen.
Spend
$491
▲+1080%
1.9% of media spend
ROAS
1.35
acct 2.38
CAC
$491
acct $312
Outbound CTR
2.05%
▲+4%
acct 2.68%
AOV
$662
acct $744
Conv. rate
0.47%
acct 0.48%
Why it's performing this way
$491 at 1.35 ROAS — its first week with real budget, and a soft one.
Outbound CTR of 2.05% is under the account rate.
Likely why: same full-price-during-a-sale problem as its siblings, plus this is the weakest of the three edits on the hook. The batch's best cut returned 6.09 on $322 in the same week.
Suggested iteration
Consolidate the Nate Gill batch to the winning edit once the sale closes and the comparison is clean.
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 95% → 100%, where this ad keeps 55% of remaining viewers against 74% typical. Hook rate is level with the account and retention runs behind the account, so the body is the weak link. The curve breaks late — most of the ad holds and only the final stretch sheds viewers. Read it against the length: this cut runs 1:02, so 25% is 15s in and a steep early curve is expected — the account line mixes ads from 17s to 290s.
Worried King Crab Legs won't survive shipping? It will.
Alaskan King Crab Legs — packed in dry ice, shipped overnight, and frozen solid on arrival, every single time.
See for yourself.
This ad Account average (all video) % of 3-second viewers still watching
Steepest loss vs. the account: 3s → 25%, where this ad keeps 31% of remaining viewers against 43% typical. Hook rate is level with the account and retention runs behind the account, so the body is the weak link. The curve breaks early — people leave almost immediately after the opening.
I wanted to make my husband's birthday extra special, so I ordered King Crab. His reaction said it all.
Headlines: Best Birthday Gift / King Crab Birthday · CTA: SHOP_NOW
06 · Next
What we do with the last four days
Four days remain. Ordered by what recovers the most revenue before 3 September. The first two are the ones that matter.
How to read the creative calls below. We weight by spend and order count, not by ROAS alone. A high ROAS on a few hundred dollars is usually a lower-funnel creative catching cheap conversions, not something that scales. Where a read rests on a handful of orders, it says so.
1. The gap is between click and order, not in the ads
Meta platform · CVR 0.43% vs 1.00% on our best scaled days
On Meta and Google both, click rate and basket size are ahead of our strongest historical days and CPM is close to it. Conversion rate is the metric that moved. Two platforms landing on one variable points at the offer and the landing experience rather than the creative.
Walk the sale landing page on mobile end to end — is the tier discount visible at cart and at checkout
Check that the promo applies automatically. Meta saw 153 checkout starts and could attribute 39 orders; some of that gap is attribution, but it is worth walking
Confirm shipping cut-off dates are stated before checkout, not after
Keep the impressions on LaborDaySavings ($2,752, 11 orders) and LaborDaySale ($968, 4 orders) — between them they carry 15 of the sale's 39 Meta-attributed purchases, and they are the only two sale creatives with enough volume behind them to trust
Do this today. Everything else is downstream of it.
2. Ship the Last Chance campaign against the pool we already built
Meta pixel · 699 carts · 153 checkouts
The sale has put 699 people in a cart and 153 into a checkout in three days, with checkout starts running 48% ahead of the August pace. New reach costs more every day; re-reaching these people costs almost nothing. This is the cheapest revenue left in the window.
Build the audience off cart-adds and checkout starts from 28 August forward, 3-day recency, purchasers excluded
Creative names the deadline: “last chance,” “ends 3 September,” the tier they left behind
Keep it separate from the existing RTN Labor Day ad set, which is running at a $456 CAC on a broader pool
Sunday alone added 343 carts and 80 checkout starts — the freshest and largest part of the pool
Ship today. The pool decays fast once the offer ends.
3. Fix the acquisition problem inside the sale
aMER 2.21 vs 2.95 goal · new revenue flat
New-customer revenue is flat while returning revenue doubled — we are discounting orders we would likely have won anyway. Retargeting is the clearest case: $4,560 at 1.79 ROAS and a $456 CAC, worse than either cold ad set.
Cut RTN Labor Day back; move that budget to the acquisition ad sets returning 3.23 and 4.60
Check recency windows — a 7-day pool in a sale is mostly people already mid-purchase
Treat this as a signal, not a result. Football is five orders on $1,548 — enough to justify continuing, not enough to conclude anything. The AOV is the interesting part at $1,099 against $821 for the rest of the sale.
Keep football on percent-off framing; the dollar-off cuts spent $250 and produced nothing, which is also too thin to call
Two more cuts on the “expected vs. unexpected” spine so the theme gets a funded read before Week 1
Pair football with the 10 lb bundle explicitly — that buyer is already ordering big
Rebuild the two weakest football statics with food in frame rather than type on a colour field
Ship by: two new cuts before 9 September.
5. Two data questions to close
Organic reporting · the offer-framing test
Neither is a performance finding yet, and both change what we would conclude.
Organic reports $1,406 MTD against a $51,286 goal and $0 across the sale. Reads as a tracking break — confirm before treating it as a revenue gap
The $$ Off ad set has spent $30, so percent-vs-dollar rests on ad naming. Next sale needs a funded ad set on each side
Google non-brand fell 30% WoW across every campaign — separate from the sale, worth its own look once the window closes
Owner: analytics, before the next sale moment.
Last week’s calls, marked
Carried forward from last week's report · scored against this week's data
Widen the objection set beyond price — partly done. The sale creative used occasion and hosting angles, and the funded read (percent-off vs dollar-off, 28 orders across $8,991) came out in favour of the ladder framing.
Get the Game Day cluster live — done. Seventeen creatives shipped on 28 August. Early read is encouraging on AOV, but it is five orders on $1,548, so it needs another week before we call it.
Refresh the Welcome Offer campaign — overtaken by the sale. Still needed for the week of 7 September.
Monitor Andy’s allocation — it kept the budget (+31%), though efficiency eased while the sale ran.
Monitor the fatigue set — NAK confirmed. Third week down across both instances.