Rosewater Growth · Weekly report
Alaskan King Crab Co. Weekly Report
September is 120% of plan through Sep 12 on the back of the sale; the post-sale week ran 73% of plan on 84% of planned spend, and the September batch of 37 creatives is in the auction ahead of the Free Shipping window
Creative first: how evergreen creative held before, during and after the sale, every launch since Sep 7, winners and iterations, then plan pacing and channels.
1 · Pacing vs plan · Statlas actuals against the MLTO forecast · Sep 1 to 12 complete
120% of the revenue plan and 139% of the contribution margin plan through Sep 12
Statlas actuals against the September plan. Sep 13 closes in Statlas overnight and is shown from Shopify and the ad platforms where noted.
Revenue · Sep 1 to 12
$372.2K
120% vs plan59% of the $634.2K month goal
Spend · Sep 1 to 12
$62.6K
114% of plan50% of the $125.0K month budget
Contribution margin
$80.6K
139% vs plan76% of the $105.6K month goal
New customer revenue
$154.2K
94% vs planplan $163.8K to date
Returning revenue
$218.1K
148% vs planplan $147.3K to date
New customers
244
100% of planplan 244 to date
CAC
$225
109% of planplan $206
aMER
2.46x
83% of planplan 2.98x
MER
5.95x
105% of planplan 5.67x
The sale put the month ahead on revenue and margin; the days since are a seasonal trough, with the week's spend under its plan. $372.2K vs $311.2K and contribution margin $80.6K vs $58.1K; returning revenue 148% of plan carries the total. New customers 244 vs 244 at $225 CAC vs $206, most of that gap from the post-sale days.
How the month is being built: daily revenue against plan
Statlas · Sep 13 from Shopify, openActual revenue, complete daysSep 13, Shopify, closes in Statlas overnightDaily plansale = sale days
Left to hit the month goal
$262.0K
$634.2K goal less $372.2K banked
Needed per day, Sep 13 to 30
$14.6K
plan already asks $17.9K/day for the same days
Sep 8 to 12 daily run rate
$11.4K
78% of the needed pacepost-sale weekdays; Free Shipping (Sep 21 to 23) is the next moment that lifts the daily number
Channel plan vs actual, Sep 1 to 12
Statlas channel attribution| Channel | Spend | Plan | Pacing | Revenue (Statlas) | Plan | ROAS | Plan |
|---|---|---|---|---|---|---|---|
| Meta acquisition | $34,574 | $36,967 | 94% | $93,319 | $65,802 | 2.70x | 1.78x |
| Meta retention | $5,945 | $2,782 | 214% | $85,685 | $9,934 | 14.41x | 3.57x |
| Google non-brand | $18,634 | $10,996 | 169% | $72,676 | $31,341 | 3.90x | 2.85x |
| Google brand | $1,714 | $1,941 | 88% | $43,839 | $13,835 | 25.58x | 7.13x |
| YouTube | $1,705 | $2,223 | 77% | $4,824 | $15,854 | 2.83x | 7.13x |
| Total | $62,570 | $54,912 | 114% | $372,225 | $311,169 | 5.95x | 5.67x |
Statlas channel attribution, for plan pacing only. Total row is the whole store.
Google non-brand is over its plan on both spend and revenue; Meta acquisition is under its spend plan with revenue 142% of plan. Google non-brand $18.6K of $11.0K for $72.7K vs $31.3K; Meta acquisition $34.6K of $37.0K for $93.3K vs $65.8K; Meta retention $85.7K on $5.9K; Google brand $43.8K on $1.7K.
The week against plan: Mon Sep 7 to Sun Sep 13
Statlas actuals against the Statlas plan · Sep 7 to 12 completeThe first full week after the sale (Aug 28 to Sep 3). Revenue $76.6K vs $105.0K (73%) on $19.0K of a $22.8K spend plan, so $3.7K of the week's budget is still available.
Revenue · Sep 7 to 12
$76.6K
73% vs planplan $105.0K
Total spend
$19.0K
84% of planplan $22.8K
Contribution margin
$9.1K
59% vs planplan $15.4K
New customer revenue
$37.8K
59% vs planplan $63.8K
Returning revenue
$38.8K
94% vs planplan $41.2K
New customers
61
64% vs planplan 96
CAC
$291
134% of planplan $217
aMER
1.98x
71% of planplan 2.80x
MER
4.02x
87% of planplan 4.61x
Returning revenue held its plan; new customer revenue is where the week ran light. Returning $38.8K vs $41.2K (94%); new customer revenue $37.8K vs $63.8K (59%) with 61 new customers vs 96 at $291 CAC vs $217. Every new order is worth $605 this week, so a handful of orders moves the daily number.
Day by day against the Statlas plan
Statlas daily · plan = MLTO scenario| Day | Revenue | Plan | Spend | Plan | New rev | Plan | Returning | New cust. | Plan | CAC | Plan | aMER | Plan |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Sep 7 | $19,619 | $23,065 | $3,800 | $5,004 | $8,519 | $14,018 | $11,100 | 14 | 21 | $255 | $218 | 2.24x | 2.80x |
| Sep 8 | $17,326 | $19,597 | $3,705 | $4,252 | $8,242 | $11,910 | $9,084 | 11 | 18 | $315 | $216 | 2.22x | 2.80x |
| Sep 9 | $8,151 | $20,177 | $3,492 | $4,378 | $2,846 | $12,263 | $5,306 | 6 | 18 | $544 | $222 | 0.82x | 2.80x |
| Sep 10 | $17,990 | $18,641 | $2,895 | $4,044 | $9,792 | $11,329 | $8,198 | 13 | 17 | $206 | $217 | 3.38x | 2.80x |
| Sep 11 | $5,258 | $11,758 | $2,703 | $2,551 | $3,799 | $7,146 | $1,459 | 7 | 11 | $359 | $212 | 1.41x | 2.80x |
| Sep 12 | $8,242 | $11,770 | $2,447 | $2,554 | $4,557 | $7,153 | $3,685 | 10 | 11 | $225 | $212 | 1.86x | 2.80x |
| Sep 13 closes overnight | $7,412Shopify | $16,729 | $2,754platforms | $3,630 | $2,672Shopify | $10,167 | $4,740 | 15 | $221 | 2.80x | |||
| Total Sep 7 to 12 | $76,586 | $105,008 | $19,042 | $22,783 | $37,755 | $63,819 | $38,832 | 61 | 96 | $291 | $217 | 1.98x | 2.80x |
Statlas throughout. New customers = acquisition spend / CAC. Sep 13 is shown from Shopify (revenue, new vs returning) and Meta plus Google (spend) until Statlas closes the day. Tints vs plan.
New customer revenueReturning revenueStatlas revenue plan (total)
Two days carried the week; the pattern is order timing, not a trend. Sep 7 $19.6K and Sep 10 $18.0K ran near plan (85% and 97%); Sep 9 $8.2K and Sep 11 $5.3K were the light days. With orders this size, a single order is worth 3 to 6% of a typical day; read the week, not the day.
2 · After the sale · evergreen creative before, during and after the Labor Day sale · Motion, Meta pixel · Aug 21 to Sep 13
Evergreen creative ran 2.60x before the sale, 3.48x during it and 1.94x in the ten days after; the 38 sale assets took 47% of sale spend at 6.27x and are off
Three Motion windows: the seven days before the sale (Aug 21 to Aug 27), the sale (Aug 28 to Sep 3) and the days after (Sep 4 to Sep 13). Sale assets = creative in the Labor Day campaigns; everything else is evergreen. Meta pixel throughout.
Evergreen ROAS, before → sale → after
2.6x → 3.5x → 1.9x
86 / 120 / 51 purchases
Evergreen CVR (purchases / LPV)
0.6% → 0.8% → 0.4%
cost per purchase $268 → $203 → $404
Sale assets in the sale window
38 creatives
$22.0K · 47% of spend at 6.27x · 177 purchases
Sale assets after the sale
2 creatives
$48 · 0% of spend
Evergreen earned the click as well after the sale as during it; what changed is how many of those visits bought. Evergreen outbound CTR 2.5% → 2.7% → 2.8%; CVR 0.6% → 0.8% → 0.4%; cost per purchase $268 → $203 → $404. The post-sale window is 51 evergreen purchases on $20.6K, so each read below rests on a handful of orders.
Spend mix and ROAS across the three windows
share of account spend per window · MotionBefore the sale Aug 21 to Aug 27Evergreen 99% at 2.60x
Sale window Aug 28 to Sep 3Sale 47% at 6.27x · Evergreen 52% at 3.48x
After the sale Sep 4 to Sep 13Evergreen 96% at 1.94x
Sale assetsEvergreen assets
| Window | Segment | Creatives | Spend | Share | Purch. | ROAS | Cost / purch. | CTR | CVR | AOV |
|---|---|---|---|---|---|---|---|---|---|---|
| Before the sale Aug 21 to Aug 27 | Evergreen assets | 75 | $23,007 | 99% | 86 | 2.60x | $268 | 2.5% | 0.6% | $695 |
| Before the sale | Account | $23,301 | 100% | 91 | 2.71x | $256 | 2.5% | 0.7% | $695 | |
| Sale window Aug 28 to Sep 3 | Sale assets | 38 | $22,036 | 47% | 177 | 6.27x | $124 | 2.7% | 1.6% | $781 |
| Sale window Aug 28 to Sep 3 | Evergreen assets | 62 | $24,320 | 52% | 120 | 3.48x | $203 | 2.7% | 0.8% | $706 |
| Sale window | Account | $46,782 | 100% | 300 | 4.80x | $156 | 2.7% | 1.2% | $748 | |
| After the sale Sep 4 to Sep 13 | Evergreen assets | 73 | $20,628 | 96% | 51 | 1.94x | $404 | 2.8% | 0.4% | $783 |
| After the sale | Account | $21,404 | 100% | 60 | 2.20x | $357 | 2.8% | 0.5% | $783 |
Tints vs the account rate in the same window. Sale assets = creative running in the Labor Day sale campaigns; everything else is evergreen. Creative counts cover the pages pulled (95%+ of spend).
The account rate followed the offer on site; the creative mix barely moved. Account 2.71x before, 4.80x during, 2.20x after on AOV $695 → $748 → $783. Evergreen share of spend 99% → 52% → 96%.
The same evergreen creatives before, during and after
largest evergreen spenders after the sale · Motion · ROAS and purchases per window| Evergreen creative | Message | Spend before | ROAS | Purch. | Spend sale | ROAS | Purch. | Spend after | ROAS | Purch. |
|---|---|---|---|---|---|---|---|---|---|---|
| 202608 - BD - First Timer - BehindTheScenes…video | Shipped Overnight | $4,227 | 4.16x | 20 | $4,594 | 1.80x | 12 | $2,633 | 1.77x | 7 |
| 202607 - BD - FirstTimer - 4lbsNotEnough - …video | Free Product | $1,841 | 1.18x | 3 | $10 | – | 0 | $1,903 | 1.55x | 3 |
| 202607 - BD - FirstTimer - 4lbsNotEnough - …video | Free Product | $1,835 | 1.19x | 3 | – | – | – | $1,898 | 1.55x | 3 |
| 202501 - Insense -NAKATMYDOORHEYSHANNONLEE …video | Perfect Gift | $646 | 1.09x | 1 | $1,987 | 1.56x | 4 | $1,097 | 0.18x | 1 |
| 202606 - BD - Host - feedyourwholeparty - S…image | Effortless Feast | $438 | 3.06x | 1 | $665 | 6.65x | 7 | $652 | – | 0 |
| 202608 - BD - Host - NotaChef - UGCVideo - …video | Easy Preparation | $731 | – | 0 | $335 | 3.61x | 2 | $636 | 6.06x | 4 |
| 202605 - BD - Repeat - Ordered3Times - UGCV…video | Special Occasion Elev… | $251 | 2.79x | 1 | $356 | 0.64x | 1 | $634 | 4.36x | 2 |
| 202605 - BD - Repeat - Ordered3Times - UGCV…video | Special Occasion Elev… | $205 | 3.41x | 1 | $349 | 0.66x | 1 | $568 | 4.50x | 1 |
| 202607 - FirstTimer - Buy4lbsGet1lbFree -UG…video | Price Promotion | – | – | – | – | – | – | $506 | 4.94x | 3 |
| 202607 - BD - FirstTimer - Free1lbFirstOrde…image | Free Gift With Purcha… | $485 | 1.46x | 1 | – | – | – | $503 | 4.52x | 3 |
| 202607 - FirstTimer - Buy4lbsGet1lbFree -UG…video | Price Promotion | $812 | 3.43x | 5 | – | – | – | $500 | 5.00x | 3 |
| x05/01/2026_202605 - BD - Foodie - First Ti…video | Superior Quality | $472 | 4.45x | 3 | $308 | 5.94x | 3 | $492 | 0.42x | 1 |
Tints vs the account rate of each window. Dash = did not spend in that window.
First Timer Behind the Scenes is still the largest evergreen line and is holding its sale-week rate; the two 4lbs Not Enough cuts are the ones to watch. Behind the Scenes 4.16x before, 1.80x during, 1.77x after on $2,633 (7 purchases); 4lbs Not Enough 1.49x on $1,520 this week with 2 purchases per cut. Not a Chef (5.75x on $424) and Ordered 3 Times (6.61x) improved after the sale on 2 to 4 purchases each.
Inside the post-sale window: what is carrying, Sep 4 to Sep 13
evergreen creatives only · tints vs the post-sale account rateFormat
tagged creatives = 100% of spend| Format | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| UGC | 42 | $15,086 | 73% | 37 | 2.00x | $408 | 3.1% | 0.4% |
| UGC Mashup | 9 | $2,602 | 13% | 6 | 1.54x | $434 | 2.7% | 0.4% |
| Lifestyle Image with Text | 16 | $1,918 | 9% | 8 | 3.55x | $240 | 1.9% | 0.7% |
| Product Image with Text | 5 | $1,001 | 5% | 1 | 0.19x | $1,001 | 1.9% | 0.2% |
| High Production | 2 | $52 | 0% | 0 | – | – | 1.9% | 0.0% |
| Hybrid | 1 | $17 | 0% | 0 | – | – | 3.2% | 0.0% |
Best funded format: Lifestyle Image with Text at 3.55x on $1,918 and 8 purchases.
Audience
tagged creatives = 100% of spend| Audience | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Social Hosts | 13 | $5,009 | 24% | 14 | 3.07x | $358 | 3.1% | 0.4% |
| Seafood Enthusiasts | 13 | $4,023 | 19% | 6 | 0.89x | $670 | 2.8% | 0.3% |
| Online Food Shoppers | 6 | $3,932 | 19% | 10 | 1.63x | $393 | 3.2% | 0.4% |
| Broad | 15 | $2,351 | 11% | 9 | 2.86x | $261 | 2.6% | 0.6% |
| Celebrators | 2 | $1,166 | 6% | 2 | 0.75x | $583 | 2.8% | 0.3% |
| First Time Customers | 6 | $1,093 | 5% | 4 | 2.71x | $273 | 2.2% | 0.6% |
Best funded audience: Social Hosts at 3.07x on $5,009 and 14 purchases.
Message
tagged creatives = 100% of spend| Message | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Free Product | 15 | $5,367 | 26% | 9 | 1.36x | $596 | 2.8% | 0.3% |
| Shipped Overnight | 3 | $3,105 | 15% | 8 | 1.65x | $388 | 3.4% | 0.5% |
| Perfect Gift | 7 | $1,671 | 8% | 1 | 0.12x | $1,671 | 2.8% | 0.1% |
| Massive Size | 7 | $1,645 | 8% | 2 | 0.25x | $822 | 2.8% | 0.2% |
| Special Occasion Elevation | 5 | $1,584 | 8% | 5 | 4.00x | $317 | 4.0% | 0.4% |
| Price Promotion | 5 | $1,162 | 6% | 6 | 4.30x | $194 | 3.4% | 0.7% |
Best funded message: Price Promotion at 4.30x on $1,162 and 6 purchases.
Hook tactic
tagged creatives = 86% of spend| Hook tactic | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Bold Claim | 7 | $3,399 | 19% | 7 | 1.70x | $486 | 3.1% | 0.3% |
| How To | 2 | $3,125 | 18% | 8 | 1.56x | $391 | 3.2% | 0.4% |
| Shocking Statement | 3 | $2,171 | 12% | 3 | 1.35x | $724 | 2.8% | 0.2% |
| Relatability | 6 | $1,927 | 11% | 2 | 0.35x | $964 | 2.9% | 0.2% |
| Curiosity | 7 | $1,400 | 8% | 4 | 1.30x | $350 | 2.6% | 0.5% |
| Social Proof | 3 | $1,223 | 7% | 3 | 4.35x | $408 | 4.4% | 0.3% |
Best funded hook tactic: Bold Claim at 1.70x on $3,399 and 7 purchases.
Visual format
tagged creatives = 100% of spend| Visual format | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Montage | 26 | $9,389 | 45% | 25 | 2.14x | $376 | 2.9% | 0.5% |
| Behind The Scenes | 7 | $4,229 | 20% | 10 | 1.51x | $423 | 3.2% | 0.4% |
| Offer-First Banner | 12 | $1,845 | 9% | 5 | 1.62x | $369 | 2.0% | 0.5% |
| Greenscreen | 3 | $1,480 | 7% | 4 | 3.82x | $370 | 4.2% | 0.3% |
| Demo | 6 | $1,121 | 5% | 1 | 0.61x | $1,121 | 2.3% | 0.2% |
| Testimonial | 7 | $1,013 | 5% | 2 | 1.17x | $506 | 3.5% | 0.3% |
Best funded visual format: Montage at 2.14x on $9,389 and 25 purchases.
Offer
tagged creatives = 100% of spend| Offer | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| No Offer | 40 | $11,738 | 57% | 29 | 1.98x | $405 | 2.9% | 0.4% |
| Promo | 16 | $6,095 | 29% | 14 | 2.10x | $435 | 3.0% | 0.4% |
| Always-On Offer | 19 | $2,843 | 14% | 9 | 1.83x | $316 | 2.1% | 0.5% |
Best funded offer: Promo at 2.10x on $6,095 and 14 purchases.
Social Hosts and occasion-led messages are carrying the post-sale window; gifting and size claims are not converting without an offer. Social Hosts 3.07x on $5.0K (14 purchases) vs Seafood Enthusiasts 0.89x on $4.0K; Special Occasion Elevation 4.00x on $1,584; Perfect Gift 0.12x on $1,671 and 1 purchase. Lifestyle statics 3.55x on $1,918 vs UGC 2.00x on $15.1K; small counts throughout.
Largest evergreen spenders after the sale (12)
Sep 4 to Sep 13 · Motion · Meta pixel · tints vs the post-sale account rate · click a thumbnail to play
1202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video…
Spend
$2,633
12.3% of spend
ROAS
1.77x
acct 2.20x
Cost / purch.
$376
acct $357
Outbound CTR
3.5%
acct 2.8%
CVR
0.4%
acct 0.5%
Thumbstop
40.5%
acct 25.4%
Retention · 40% thumbstopholds 27% to 50% acct 25%
7 purch. · Aug 11
UGC · Behind The Scenes · Evergreen · No Offer · launched Aug 11
202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 40.5% vs 25.4% account: the hook holds attention.
- Outbound CTR 3.5% vs 2.8%: earns the click well.
- CVR 0.4% vs 0.5% account, AOV $665 vs $783: converts at the account rate.
Suggested iteration
Hold as is and monitor; brief one variant that changes a single variable (hook or close) before adding more.
Opens with: “Ever wonder how fresh, wild-caught king crab makes its way from the ocean to your house? 🦀🌊” (How To hook)
08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP
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.
Headline: Fresh King Crab. Guaranteed.
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
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.
Headline: Fresh King Crab. Guaranteed.
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
2202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_HP
Spend
$1,903
8.9% of spend
ROAS
1.55x
acct 2.20x
Cost / purch.
$634
acct $357
Outbound CTR
3.0%
acct 2.8%
CVR
0.3%
acct 0.5%
Thumbstop
33.6%
acct 25.4%
Retention · 34% thumbstopholds 18% to 50% acct 25%
3 purch. · Jul 8
UGC · Montage · Evergreen · Promo · launched Jul 8
202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 33.6% vs 25.4% account: the hook holds attention.
- Outbound CTR 3.0% vs 2.8%: in line with the account.
- CVR 0.3% vs 0.5% account, AOV $980 vs $783: the landing visit converts below the account rate.
- 3 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…” (Bold Claim hook)
07/01/2026_202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_HP
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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
3202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_We…
Spend
$1,898
8.9% of spend
ROAS
1.55x
acct 2.20x
Cost / purch.
$633
acct $357
Outbound CTR
3.0%
acct 2.8%
CVR
0.3%
acct 0.5%
Thumbstop
33.6%
acct 25.4%
Retention · 34% thumbstopholds 18% to 50% acct 25%
3 purch. · Jul 8
UGC Mashup · Montage · Evergreen · Promo · launched Jul 8
202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_Welcome_Offer LP
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 33.6% vs 25.4% account: the hook holds attention.
- Outbound CTR 3.0% vs 2.8%: in line with the account.
- CVR 0.3% vs 0.5% account, AOV $980 vs $783: the landing visit converts below the account rate.
- 3 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…” (Shocking Statement hook)
07/01/2026_202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_Welcome_Offer LP
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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 1 ad(s)
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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 1 ad(s)
4202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen -…
Spend
$1,097
5.1% of spend
ROAS
0.18x
acct 2.20x
Cost / purch.
$1,097
acct $357
Outbound CTR
3.1%
acct 2.8%
CVR
0.2%
acct 0.5%
Thumbstop
28.9%
acct 25.4%
Retention · 29% thumbstopholds 38% to 50% acct 25%
1 purch. · May 4
UGC · Montage · Birthday · No Offer · launched May 4
202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen - V1- hi-fi vid-4x5_Video_202501 - Insense -NAKATMYDOOR/HEYSHANNONLEE - Gifting - Birthday - Evergreen - V1
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 28.9% vs 25.4% account: the hook is average.
- Outbound CTR 3.1% vs 2.8%: in line with the account.
- CVR 0.2% vs 0.5% account, AOV $193 vs $783: the landing visit converts below the account rate.
- 1 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Tired of sending the same birthday gift every year? 🎂” (Relatability hook)
05/01/2026_202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen - V1- hi-fi vid-4x5_Video_202501 - Insense -NAKATMYDOOR/HEYSHANNONLEE - Gifting - Birthday - Evergreen - V1
Tired of sending the same birthday gift every year? 🎂 Send sweet, buttery Alaskan king crab — wild-caught, flash frozen, and delivered overnight.
Headline: Not Your Typical Birthday Gift
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 1 ad(s)
Tired of sending the same birthday gift every year? 🎂 Send sweet, buttery Alaskan king crab — wild-caught, flash frozen, and delivered overnight.
Headline: Not Your Typical Birthday Gift
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 1 ad(s)
5202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1_Image_HP – …
Spend
$652
3.0% of spend
ROAS
0.00x
acct 2.20x
Cost / purch.
–
acct $357
Outbound CTR
2.0%
acct 2.8%
CVR
0.0%
acct 0.5%
AOV
–
acct $783
0 purch. · Jun 17
Product Image with Text · Offer-First Banner · Evergreen · Always-On Offer · launched Jun 17
202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1_Image_HP – Copy
Why it is performing this way
- Outbound CTR 2.0% vs 2.8%: fewer clicks per impression than the account.
- CVR 0.0% vs 0.5% account, AOV $0 vs $783: the landing visit converts below the account rate.
- 0 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Feed your whole dinner party with Alaskan King Crab Legs.”
06/17/2026_202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1_Image_HP – Copy
Feed your whole dinner party with Alaskan King Crab Legs.
Headline: King Crab. Delivered Overnight.
Campaign: RSG - RTN - Top Performing Ads (7dc) - RG · 2 ad(s)
Feed your whole dinner party with Alaskan King Crab Legs.
Headline: King Crab. Delivered Overnight.
Campaign: RSG - RTN - Top Performing Ads (7dc) - RG · 2 ad(s)
6202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
Spend
$636
3.0% of spend
ROAS
6.06x
acct 2.20x
Cost / purch.
$159
acct $357
Outbound CTR
2.6%
acct 2.8%
CVR
1.1%
acct 0.5%
Thumbstop
41.6%
acct 25.4%
Retention · 42% thumbstopholds 45% to 50% acct 25%
4 purch. · Aug 4
UGC · Montage · Evergreen · No Offer · launched Aug 4
202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 41.6% vs 25.4% account: the hook holds attention.
- Outbound CTR 2.6% vs 2.8%: in line with the account.
- CVR 1.1% vs 0.5% account, AOV $964 vs $783: converts the visit above the account rate.
- 4 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Thaw. Heat. Eat. Impress.” (Storytelling hook)
08/04/2026_202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
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.
Headline: Order King Crab Legs
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
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.
Headline: Order King Crab Legs
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
7202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 -…
Spend
$634
3.0% of spend
ROAS
4.36x
acct 2.20x
Cost / purch.
$317
acct $357
Outbound CTR
4.3%
acct 2.8%
CVR
0.4%
acct 0.5%
Thumbstop
30.1%
acct 25.4%
Retention · 30% thumbstopholds 16% to 50% acct 25%
2 purch. · Aug 4
UGC · Greenscreen · Evergreen · No Offer · launched Aug 4
202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 30.1% vs 25.4% account: the hook is average.
- Outbound CTR 4.3% vs 2.8%: earns the click well.
- CVR 0.4% vs 0.5% account, AOV $1,381 vs $783: the landing visit converts below the account rate.
- 2 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth.” (Social Proof hook)
05/15/2026_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2
I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth. Same massive legs. Same sweet, buttery meat. Same quality every single time.
Headline: King Crab Delivered.
Campaign: RSG - RTN - Top Performing Ads (7dc) - RG · 2 ad(s)
I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth. Same massive legs. Same sweet, buttery meat. Same quality every single time.
Headline: King Crab Delivered.
Campaign: RSG - RTN - Top Performing Ads (7dc) - RG · 2 ad(s)
8202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 -…
Spend
$568
2.7% of spend
ROAS
4.50x
acct 2.20x
Cost / purch.
$568
acct $357
Outbound CTR
4.6%
acct 2.8%
CVR
0.2%
acct 0.5%
Thumbstop
31.1%
acct 25.4%
Retention · 31% thumbstopholds 16% to 50% acct 25%
1 purch. · May 16
UGC · Greenscreen · Evergreen · No Offer · launched May 16
202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 31.1% vs 25.4% account: the hook holds attention.
- Outbound CTR 4.6% vs 2.8%: earns the click well.
- CVR 0.2% vs 0.5% account, AOV $2,553 vs $783: the landing visit converts below the account rate.
- 1 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth.” (Social Proof hook)
05/15/2026_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2
I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth. Same massive legs. Same sweet, buttery meat. Same quality every single time.
Headline: King Crab Delivered.
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 1 ad(s)
I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth. Same massive legs. Same sweet, buttery meat. Same quality every single time.
Headline: King Crab Delivered.
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 1 ad(s)
9202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_HP
Spend
$506
2.4% of spend
ROAS
4.94x
acct 2.20x
Cost / purch.
$169
acct $357
Outbound CTR
3.8%
acct 2.8%
CVR
0.8%
acct 0.5%
Thumbstop
35.5%
acct 25.4%
Retention · 35% thumbstopholds 35% to 50% acct 25%
3 purch. · Jul 14
UGC · Montage · Evergreen · Promo · launched Jul 14
202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 35.5% vs 25.4% account: the hook holds attention.
- Outbound CTR 3.8% vs 2.8%: earns the click well.
- CVR 0.8% vs 0.5% account, AOV $833 vs $783: converts the visit above the account rate.
- 3 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Been thinking about King Crab? Now's the time to order. We're giving you free crab. ” (Offer Only hook)
07/13/2026_202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_HP
Been thinking about King Crab? Now's the time to order. We're giving you free crab. 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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
Been thinking about King Crab? Now's the time to order. We're giving you free crab. 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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
10202607 - BD - FirstTimer - Free1lbFirstOrder - Static - WelcBuy4Get1 - V1_HP
Spend
$503
2.4% of spend
ROAS
4.52x
acct 2.20x
Cost / purch.
$168
acct $357
Outbound CTR
2.0%
acct 2.8%
CVR
0.8%
acct 0.5%
AOV
$758
acct $783
3 purch. · Jul 8
Lifestyle Image with Text · Offer-First Banner · Evergreen · Always-On Offer · launched Jul 8
202607 - BD - FirstTimer - Free1lbFirstOrder - Static - WelcBuy4Get1 - V1_HP
Why it is performing this way
- Outbound CTR 2.0% vs 2.8%: fewer clicks per impression than the account.
- CVR 0.8% vs 0.5% account, AOV $758 vs $783: converts the visit above the account rate.
- 3 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…”
07/01/2026_202607 - BD - FirstTimer - Free1lbFirstOrder - Static - WelcBuy4Get1 - V1_HP
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.
Headline: Your First Order Comes With a Gift
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
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.
Headline: Your First Order Comes With a Gift
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
11202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_Wel…
Spend
$500
2.3% of spend
ROAS
5.00x
acct 2.20x
Cost / purch.
$167
acct $357
Outbound CTR
3.8%
acct 2.8%
CVR
0.8%
acct 0.5%
Thumbstop
35.6%
acct 25.4%
Retention · 36% thumbstopholds 35% to 50% acct 25%
3 purch. · Jul 14
UGC · Montage · Evergreen · Promo · launched Jul 14
202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_Welcome Offer LP
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 35.6% vs 25.4% account: the hook holds attention.
- Outbound CTR 3.8% vs 2.8%: earns the click well.
- CVR 0.8% vs 0.5% account, AOV $833 vs $783: converts the visit above the account rate.
- 3 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Been thinking about King Crab? Now's the time to order. We're giving you free crab. ” (Bold Claim hook)
07/13/2026_202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_Welcome Offer LP
Been thinking about King Crab? Now's the time to order. We're giving you free crab. 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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 1 ad(s)
Been thinking about King Crab? Now's the time to order. We're giving you free crab. 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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 1 ad(s)
12x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight-lo-fi-v…
Spend
$492
2.3% of spend
ROAS
0.42x
acct 2.20x
Cost / purch.
$492
acct $357
Outbound CTR
2.5%
acct 2.8%
CVR
0.3%
acct 0.5%
Thumbstop
27.3%
acct 25.4%
Retention · 27% thumbstopholds 32% to 50% acct 25%
1 purch. · May 4
UGC · Behind The Scenes · Evergreen · No Offer · launched May 4
x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight-lo-fi-vid-founder-v3-9x16_Video_202605 - BD - Foodie - First Time - Fulfillment Highlight
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 27.3% vs 25.4% account: the hook is average.
- Outbound CTR 2.5% vs 2.8%: in line with the account.
- CVR 0.3% vs 0.5% account, AOV $208 vs $783: the landing visit converts below the account rate.
- 1 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “This is what it takes: a -9.9° freezer, a dialed-in fulfillment team, and zero shortcuts. Every order is pack…” (How To hook)
x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight-lo-fi-vid-founder-v3-9x16_Video_202605 - BD - Foodie - First Time - Fulfillment Highlight
This is what it takes: a -9.9° freezer, a dialed-in fulfillment team, and zero shortcuts. Every order is packed to lock in freshness and arrive frozen solid — just how it should be. Free Overnight Shipping on orders $350+ →
Headline: Expedited Shipping
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 2 ad(s)
This is what it takes: a -9.9° freezer, a dialed-in fulfillment team, and zero shortcuts. Every order is packed to lock in freshness and arrive frozen solid — just how it should be. Free Overnight Shipping on orders $350+ →
Headline: Expedited Shipping
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 2 ad(s)
3 · Launches since Sep 7, life to date · Motion, Meta pixel · Sep 7 to 13
37 creatives launched Sep 8 and 9: 29 carry the Buy 4 Get 1 welcome offer, 8 are evergreen, and together they have $832 and 4 purchases so far
Every creative with a Motion launch date between Sep 7 and Sep 13, measured over its life within the week. Offer-led launches first, then evergreen. Tints vs the account rate over the same span; none of these has enough spend for a verdict yet.
Launched Sep 7 to 13
37 creatives
$832 · 6% of account spend · 4 purchases
Welcome Offer (Buy 4 Get 1) launches
29 creatives
$754 at 2.57x · 4 purchases at $188
Evergreen launches
8 creatives
$78 at 0.00x · 0 purchases
Account, same span
1.83x
$14.4K spend · $424 per purchase · CVR 0.4%
Launches by campaign
life to date · Motion campaign name · tints vs account| Campaign | Launches | Spend | Share of launches | Purch. | ROAS | Cost / purch. | CTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Acquisition - CBO - Welcome Offer Ad - RGoffer | 29 | $754 | 78% | 4 | 2.57x | $188 | 2.1% | 1.1% |
| Acquisition - CBO - Evergreen August Batch - RG | 8 | $78 | 22% | 0 | – | – | 0.7% | 0.0% |
The September batch landed early in the month, persona-split as briefed; it is in the auction but not yet funded. 29 Welcome Offer launches have $754 between them (1 purchase on Foodie Love Crab at $222, 1 on Host Free Field Goal); the 8 evergreen launches have $78. Hosts, First Timers, Foodies, Gifters and Skeptics are all represented; the cold-start read is next week.
Mid-month review: September launches vs the Creative Demand Model
Sep 1 to 13 = 43% of the month · Meta ad IDs, Motion launch dates and tags · September CDM targetsLaunched in September
99 ads
first spend in September · 70 creatives (99 ads) by Motion launch date · $3.8K · 34 purchases
Pace vs the floor
104% of pace
99 of 95 due220-ad floor for the month · 95 due by Sep 13 at an even build
Moments vs evergreen
30% / 70%
target 30% / 70%30 moment ads · 69 evergreen ads · by Motion launch date
Image vs video
40% / 60%
target 35% / 65%40 image ads · 59 video ads · 28 and 42 creatives
99 ads have their first spend in September, 104% of the pace the 220-ad floor implies by Sep 13; the count is on pace, the persona mix is not yet. First Timer holds 49% of September ads against a 16.8% target, because the Labor Day last-chance set and the Welcome Offer batch were both written to first timers and skeptics, and Host is on pace (26 ads against 24 due); Gifter (5 of 20), Foodie (11 of 24) and Splurger (3 of 11) are the lanes with room. Image is 40% of launches against a 35% target, so the image build is ahead. On moments, the Labor Day last-chance set (28 ads on Sep 2) closed the August window; Birthdays and fall occasions has 1 of 11 and One Last Smoke (Sep 13) has none yet. The Giveaway, Free Shipping and Redeem Your Points windows open Sep 15 to 21, and the free shipping kit is already in next steps.
Persona lanes
all September ads carry one primary persona · bar = launched vs the count at the floor · due = the count at the floor times 13/30| Lane | Target share | At floor | Due by Sep 13 | Launched (ads) | Creatives | Share MTD | Spend | Purch. | Pacing |
|---|---|---|---|---|---|---|---|---|---|
| Host | 25.5% | 56 | 24 | 26 | 15 | 26% | $1,234 | 16 | On pace |
| Gifter | 21.4% | 47 | 20 | 5 | 4 | 5% | $10 | 0 | Under pace |
| Foodie | 25% | 55 | 24 | 11 | 6 | 11% | $312 | 1 | Under pace |
| First Timer | 16.8% | 37 | 16 | 49 | 38 | 49% | $2,034 | 16 | Ahead |
| Splurger | 11.3% | 25 | 11 | 3 | 3 | 3% | $19 | 1 | Under pace |
| Broad (no persona named) | – | – | – | 3 | 2 | 3% | $27 | 0 | no target |
| Repeat buyer (retention, not a lane) | – | – | – | 2 | 2 | 2% | $163 | 0 | no target |
| Total · share of all September ads | 220 | 95 | 99 | 70 | 100% | $3,799 | 34 |
Moment windows
66 moment ads at the floor · a window is due once its first live date has passed · counts are ads by Motion launch date| Window | Dates | At floor | Launched (ads) | Creatives | Spend | Purch. | Pacing |
|---|---|---|---|---|---|---|---|
| Birthdays + Fall Occasions | Sep 7 to 10 | 11 | 1 | 1 | $1 | 0 | Under pace |
| One Last Smoke | Sep 13 | 6 | 0 | 0 | $0 | 0 | Not started |
| Redeem Your Points | Sep 15 | 8 | 0 | 0 | $0 | 0 | Not due yet |
| Ultimate King Crab Feast Giveaway | Sep 16 to Oct 4 | 22 | 0 | 0 | $0 | 0 | Not due yet |
| Free Shipping Push | Sep 21 to 23 | 14 | 1 | 1 | $13 | 0 | Not due yet |
| Sunday Feast + Make It a Night | Sep 27 to 29 | 5 | 0 | 0 | $0 | 0 | Not due yet |
| Labor Day Last Chance (August window, closed Sep 2) | Aug 27 to Sep 2 | – | 28 | 28 | $2,799 | 30 | no target |
Launched in September = distinct Meta ad IDs with spend Sep 1 to 13 and no spend from June 1 to August 31 (99 of the 537 ad IDs that spent this month). Lane and window counts use Motion launch dates within Sep 1 to 13 (99 ads across 70 creatives; a creative running in two campaigns counts twice, as it does at the floor); the two definitions differ where an ad launched in August first spent in September or the reverse. Persona lanes follow the Motion audience tag and the persona named in the ad name; awareness stage and fresh-concept targets are not tagged in Motion and are not scored here. Targets and lane names are the September Creative Demand Model.
Welcome Offer (Buy 4 Get 1) launches (29), life to date
every launch, ranked by spend · tints vs the account rate| Creative | Audience | Message | Format | Launched | Spend | Purch. | ROAS | Cost / purch. | CTR | CVR |
|---|---|---|---|---|---|---|---|---|---|---|
| 202609_Foodie-LoveCrab-UGCVideo-WelcBuy4Get1-V1_Video_HPvideo | Seafood Enthusiasts | Free Product | UGC Mashup | Sep 8 | $222 | 1 | 1.00x | $222 | 2.6% | 0.7% |
| 202609_Host-FreeFieldGoal-UGCVideo-WelcBuy4Get1-V1_Video_HPvideo | Social Hosts | Free Product | UGC | Sep 8 | $113 | 1 | 8.89x | $113 | 2.0% | 2.2% |
| 202609 - BD - First Timer - FreeCrabThisWay - Static - WelcBuy4Get1 -…image | Broad | Double Points | Lifestyle Image with Text | Sep 8 | $97 | 1 | 5.33x | $97 | 1.9% | 2.3% |
| 202609_First-Timer-EasyGet5lbs-UGCVideo-WelcBuy4Get1-V1_Video_HPvideo | First Time Customers | Free Product | UGC Mashup | Sep 8 | $56 | 0 | – | – | 2.0% | 0.0% |
| 202609 - First Timer - MoreCrabLessMoney - Static - WelcBuy4Get1 - V1…image | Broad | Better Value Than Restaurants | Product Image with Text | Sep 9 | $52 | 0 | – | – | 2.3% | 0.0% |
| 202609 - BD - Foodie - HutHutFree - Static - WelcBuy4Get1 - V1_Image_…image | Social Hosts | Free Product | Lifestyle Image with Text | Sep 9 | $44 | 0 | – | – | 1.7% | 0.0% |
| 202609_Host-ExtraGuest-UGCVideo-WelcBuy4Get1-V1_Video_HPvideo | Social Hosts | Free Product | High Production | Sep 8 | $31 | 0 | – | – | 1.5% | 0.0% |
| 202609 - First Timer - Save$139OnCrab - Static - WelcBuy4Get1 - V1-4x…image | Broad | Price Promotion | Lifestyle Image with Text | Sep 9 | $28 | 0 | – | – | 1.9% | 0.0% |
| 202609 - BD - First Timer - ClaimYourCrab - Static - WelcBuy4Get1 - V…image | Broad | Free Product | Product Image with Text | Sep 8 | $23 | 1 | 8.23x | $23 | 2.2% | 6.7% |
| 1_Carousel_Welcome Offer LPimage | Broad | Free Product | Lifestyle Image with Text | Sep 8 | $14 | 0 | – | – | 1.7% | 0.0% |
| 202609 - First Timer - $139ValueFree - Static - WelcBuy4Get1 - V1_Wel…image | Social Hosts | Free Product | Lifestyle Image with Text | Sep 9 | $12 | 0 | – | – | 0.7% | 0.0% |
| 202609_Skeptic-JustFree-UGCVideo-WelcBuy4Get1-V1_Video_HPvideo | Broad | Free Product | UGC | Sep 8 | $12 | 0 | – | – | 1.9% | 0.0% |
| 202609 - BD - Foodie - HolyCrab - Static - WelcBuy4Get1 - V1_Image_HPimage | Broad | Double Points | Product Image with Text | Sep 9 | $11 | 0 | – | – | 1.1% | 0.0% |
| Hosting-ad-overlay_Image_HPimage | Social Hosts | Double Points | Lifestyle Image with Text | Sep 8 | $7 | 0 | – | – | 0.9% | 0.0% |
| 202609 - First Timer - POVFreeCrabArrived - UGCVideo - WelcBuy4Get1 -…video | Couples | Special Occasion Elevation | UGC Mashup | Sep 9 | $6 | 0 | – | – | 3.4% | 0.0% |
| 202609 - Host - VolunteerHosting - Video - WelcBuy4Get1 - V1_Video_HPvideo | Social Hosts | Special Occasion Elevation | UGC | Sep 9 | $6 | 0 | – | – | 1.3% | 0.0% |
| 202609 - BD - Host - ExtraGuest - Static - WelcBuy4Get1 - V1_Image_HPimage | Social Hosts | Free Product | Lifestyle Image with Text | Sep 8 | $3 | 0 | – | – | 1.4% | 0.0% |
| 202609 - Host - RookiesServeWings - UGCVideo - Wel_Video_Welcome Offe…video | Social Hosts | Free Product | Hybrid | Sep 9 | $3 | 0 | – | – | 0.0% | 0.0% |
| 202609 - First Timer - POVFreeCrabArrived - UGCVideo - WelcBuy4Get1 -…video | First Time Customers | Free Product | UGC | Sep 9 | $2 | 0 | – | – | 3.8% | 0.0% |
| 202609 - Host - GrillGoQuiet - Video - WelcBuy4Get1 - V1_Video_HPvideo | Home Grillers | Free Product | UGC Mashup | Sep 8 | $2 | 0 | – | – | 2.0% | 0.0% |
| 202609 - Host - LessStressMoreWatching - UGCVideo - WelcBuy4Get1 - V1…video | Social Hosts | Easy Preparation | UGC | Sep 9 | $2 | 0 | – | – | 2.0% | 0.0% |
| 202609 - Host - IndoorParties - Video - WelcBuy4Get1 - V1_Video_HPvideo | Social Hosts | Free Product | UGC Mashup | Sep 8 | $2 | 0 | – | – | 0.0% | 0.0% |
| 202609 - Gifter - CongratsKingCrab - Static - WelcBuy4Get1 - V1-4x5_I…image | Social Hosts | Free Product | Lifestyle Image with Text | Sep 9 | $1 | 0 | – | – | 1.6% | 0.0% |
| 202609 - First Timer - FreeKingCrab- Static - WelcBuy4Get1 - V1_Welco…image | Broad | Free Product | Product Image with Text | Sep 9 | $1 | 0 | – | – | 0.0% | 0.0% |
| 202609 - Host - GrubBIG - UGCVideo - WelcBuy4Get1 - V1_Video_Welcome …video | Social Hosts | Free Product | UGC | Sep 9 | $1 | 0 | – | – | 0.0% | 0.0% |
| 202609 - Host - ChiliRecipe - Video - WelcBuy4Get1 - V1_Video_HPvideo | Social Hosts | Free Product | UGC Mashup | Sep 9 | $1 | 0 | – | – | 0.0% | 0.0% |
| 202609 - First Timer - POVFreeCrabArrived - UGCVideo - WelcBuy4Get1 -…video | Broad | Free Product | UGC | Sep 9 | $1 | 0 | – | – | 0.0% | 0.0% |
| 202609 - Foodie - CoverGrill - Video - WelcBuy4Get1 - V1_Video_HPvideo | Home Grillers | Double Points | UGC | Sep 9 | $1 | 0 | – | – | 9.5% | 0.0% |
| 202609 - Foodie - FantasyFailure - Video - WelcBuy4Get1 - V1_Video_HPvideo | Social Hosts | Special Occasion Elevation | UGC | Sep 9 | $0 | 0 | – | – | 0.0% | 0.0% |
| Welcome Offer (Buy 4 Get 1) · 29 creatives | $754 | 4 | 2.57x | $188 | 2.1% | 1.1% |
Evergreen launches (8), life to date
every launch, ranked by spend · tints vs the account rate| Creative | Audience | Message | Format | Launched | Spend | Purch. | ROAS | Cost / purch. | CTR | CVR |
|---|---|---|---|---|---|---|---|---|---|---|
| 202609 - Foodie - CoverGrill - Video - Evergreen - V1_Video_HPvideo | Home Grillers | Special Occasion Elevation | UGC | Sep 9 | $35 | 0 | – | – | 0.5% | 0.0% |
| 202609_Host-Fallishere-UGCVideo-FreeShipSep-V1 (1)_Video_HPvideo | Broad | Free Overnight Shipping | UGC | Sep 9 | $13 | 0 | – | – | 1.2% | 0.0% |
| 202609 - BD - Skeptic - RealPeople - Static - Evergreen - V1_Image_HPimage | Broad | Behind The Scenes | Lifestyle Image with Text | Sep 9 | $12 | 0 | – | – | 1.4% | 0.0% |
| 202609 - Host - VolunteerHosting - Video - Evergreen - V1_Video_HPvideo | Social Hosts | Effortless Feast | UGC | Sep 9 | $5 | 0 | – | – | 0.0% | 0.0% |
| 202609 - First Timer - SizeMatters- Static - Evergreen - V1_Image_HPimage | Seafood Enthusiasts | Massive Size | Lifestyle Image with Text | Sep 9 | $4 | 0 | – | – | 1.5% | 0.0% |
| 202609 - Gifter -SayItWithCrab - UGCVideo - Evergreen - V1_Video_HPvideo | Celebrators | Perfect Gift | UGC | Sep 9 | $4 | 0 | – | – | 0.0% | 0.0% |
| 202609 - BD - Gifter - DevouredNotRe-Gifted - Static - Evergreen - V1…image | Gift Givers | Perfect Gift | Lifestyle Image with Text | Sep 9 | $4 | 0 | – | – | 0.0% | 0.0% |
| 202609 - Gifter - SeptBirthdays - UGCVideo - Evergreen - V1_Video_HPvideo | Gift Givers | Perfect Gift | UGC | Sep 9 | $1 | 0 | – | – | 0.0% | 0.0% |
| Evergreen · 8 creatives | $78 | 0 | – | – | 0.7% | 0.0% |
The largest launches (10)
launches with $20+ spend so far · click a thumbnail to play · Curve + notes opens retention, why and the iteration
1202609_Foodie-LoveCrab-UGCVideo-WelcBuy4Get1-V1_Video_HP
Spend
$222
1.5% of spend
ROAS
1.00x
acct 1.83x
Cost / purch.
$222
acct $424
Outbound CTR
2.6%
acct 2.7%
CVR
0.7%
acct 0.4%
Thumbstop
25.5%
acct 25.4%
Retention · 25% thumbstopholds 20% to 50% acct 25%
1 purch. · Sep 8
UGC Mashup · Social Proof Mashup · Evergreen · Always-On Offer · launched Sep 8
202609_Foodie-LoveCrab-UGCVideo-WelcBuy4Get1-V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 25.5% vs 25.4% account: the hook is average.
- Outbound CTR 2.6% vs 2.7%: in line with the account.
- CVR 0.7% vs 0.4% account, AOV $223 vs $777: converts the visit above the account rate.
- 1 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…” (Curiosity hook)
09/08/2026_202609_Foodie-LoveCrab-UGCVideo-WelcBuy4Get1-V1_Video_HP
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
2202609_Host-FreeFieldGoal-UGCVideo-WelcBuy4Get1-V1_Video_HP
Spend
$113
0.8% of spend
ROAS
8.89x
acct 1.83x
Cost / purch.
$113
acct $424
Outbound CTR
2.0%
acct 2.7%
CVR
2.2%
acct 0.4%
Thumbstop
32.7%
acct 25.4%
Retention · 33% thumbstopholds 20% to 50% acct 25%
1 purch. · Sep 8
UGC · Montage · Game Day · Always-On Offer · launched Sep 8
202609_Host-FreeFieldGoal-UGCVideo-WelcBuy4Get1-V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 32.7% vs 25.4% account: the hook holds attention.
- Outbound CTR 2.0% vs 2.7%: fewer clicks per impression than the account.
- CVR 2.2% vs 0.4% account, AOV $1,005 vs $777: converts the visit above the account rate.
- 1 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…” (Demographic Callout hook)
09/08/2026_202609_Host-FreeFieldGoal-UGCVideo-WelcBuy4Get1-V1_Video_HP
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
3202609 - BD - First Timer - FreeCrabThisWay - Static - WelcBuy4Get1 - V1_Imag…
Spend
$97
0.7% of spend
ROAS
5.33x
acct 1.83x
Cost / purch.
$97
acct $424
Outbound CTR
1.9%
acct 2.7%
CVR
2.3%
acct 0.4%
AOV
$517
acct $777
1 purch. · Sep 8
Lifestyle Image with Text · Offer-First Banner · Evergreen · Always-On Offer · launched Sep 8
202609 - BD - First Timer - FreeCrabThisWay - Static - WelcBuy4Get1 - V1_Image_HP
Why it is performing this way
- Outbound CTR 1.9% vs 2.7%: fewer clicks per impression than the account.
- CVR 2.3% vs 0.4% account, AOV $517 vs $777: converts the visit above the account rate.
- 1 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…”
09/08/2026_202609 - BD - First Timer - FreeCrabThisWay - Static - WelcBuy4Get1 - V1_Image_HP
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
4202609_First-Timer-EasyGet5lbs-UGCVideo-WelcBuy4Get1-V1_Video_HP
Spend
$56
0.4% of spend
ROAS
0.00x
acct 1.83x
Cost / purch.
–
acct $424
Outbound CTR
2.0%
acct 2.7%
CVR
0.0%
acct 0.4%
Thumbstop
25.1%
acct 25.4%
Retention · 25% thumbstopholds 29% to 50% acct 25%
0 purch. · Sep 8
UGC Mashup · Social Proof Mashup · Evergreen · Always-On Offer · launched Sep 8
202609_First-Timer-EasyGet5lbs-UGCVideo-WelcBuy4Get1-V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 25.1% vs 25.4% account: the hook is average.
- Outbound CTR 2.0% vs 2.7%: fewer clicks per impression than the account.
- CVR 0.0% vs 0.4% account, AOV $0 vs $777: the landing visit converts below the account rate.
- 0 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…” (Question hook)
09/08/2026_202609_First-Timer-EasyGet5lbs-UGCVideo-WelcBuy4Get1-V1_Video_HP
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
5202609 - First Timer - MoreCrabLessMoney - Static - WelcBuy4Get1 - V1_Image_W…
Spend
$52
0.4% of spend
ROAS
0.00x
acct 1.83x
Cost / purch.
–
acct $424
Outbound CTR
2.3%
acct 2.7%
CVR
0.0%
acct 0.4%
AOV
–
acct $777
0 purch. · Sep 9
Product Image with Text · Offer-First Banner · Evergreen · Always-On Offer · launched Sep 9
202609 - First Timer - MoreCrabLessMoney - Static - WelcBuy4Get1 - V1_Image_Welcome Offer
Why it is performing this way
- Outbound CTR 2.3% vs 2.7%: fewer clicks per impression than the account.
- CVR 0.0% vs 0.4% account, AOV $0 vs $777: the landing visit converts below the account rate.
- 0 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “First impressions matter—and we'd like ours to be delicious. That's why we're welcoming you with a special of…”
09/09/2026_202609 - First Timer - MoreCrabLessMoney - Static - WelcBuy4Get1 - V1_Image_Welcome Offer
First impressions matter—and we'd like ours to be delicious. That's why we're welcoming you with a special offer: Buy 4 lbs of King Crab, get 1 lb FREE. Fresh, sweet, and ready for your next seafood feast.
Headline: Pay for 4 LBs, Get 5 LBs
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
First impressions matter—and we'd like ours to be delicious. That's why we're welcoming you with a special offer: Buy 4 lbs of King Crab, get 1 lb FREE. Fresh, sweet, and ready for your next seafood feast.
Headline: Pay for 4 LBs, Get 5 LBs
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
6202609 - BD - Foodie - HutHutFree - Static - WelcBuy4Get1 - V1_Image_HP
Spend
$44
0.3% of spend
ROAS
0.00x
acct 1.83x
Cost / purch.
–
acct $424
Outbound CTR
1.7%
acct 2.7%
CVR
0.0%
acct 0.4%
AOV
–
acct $777
0 purch. · Sep 9
Lifestyle Image with Text · Offer-First Banner · Super Bowl · Promo · launched Sep 9
202609 - BD - Foodie - HutHutFree - Static - WelcBuy4Get1 - V1_Image_HP
Why it is performing this way
- Outbound CTR 1.7% vs 2.7%: fewer clicks per impression than the account.
- CVR 0.0% vs 0.4% account, AOV $0 vs $777: the landing visit converts below the account rate.
- 0 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “First impressions matter—and we'd like ours to be delicious.”
09/08/2026_202609 - BD - Foodie - HutHutFree - Static - WelcBuy4Get1 - V1_Image_HP
First impressions matter—and we'd like ours to be delicious. That's why we're welcoming you with a special offer: Buy 4 lbs of King Crab, get 1 lb FREE. Fresh, sweet, and ready for your next seafood feast.
Headline: FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
First impressions matter—and we'd like ours to be delicious. That's why we're welcoming you with a special offer: Buy 4 lbs of King Crab, get 1 lb FREE. Fresh, sweet, and ready for your next seafood feast.
Headline: FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
7202609 - Foodie - CoverGrill - Video - Evergreen - V1_Video_HP
Spend
$35
0.2% of spend
ROAS
0.00x
acct 1.83x
Cost / purch.
–
acct $424
Outbound CTR
0.5%
acct 2.7%
CVR
0.0%
acct 0.4%
Thumbstop
23.0%
acct 25.4%
Retention · 23% thumbstopholds 29% to 50% acct 25%
0 purch. · Sep 9
UGC · Montage · Summer · Promo · launched Sep 9
202609 - Foodie - CoverGrill - Video - Evergreen - V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 23.0% vs 25.4% account: the hook is average.
- Outbound CTR 0.5% vs 2.7%: fewer clicks per impression than the account.
- CVR 0.0% vs 0.4% account, AOV $0 vs $777: the landing visit converts below the account rate.
- 0 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Don’t cover the grill just yet. King Crab is made for those crisp fall nights—big, buttery legs, a hot grill,…” (Relatability hook)
09/08/2026_202609 - Foodie - CoverGrill - Video - Evergreen - V1_Video_HP
Don’t cover the grill just yet. King Crab is made for those crisp fall nights—big, buttery legs, a hot grill, and dinner worth staying outside for. Plus, it ships overnight, straight to your door.
Headline: Grill King Crab
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
Don’t cover the grill just yet. King Crab is made for those crisp fall nights—big, buttery legs, a hot grill, and dinner worth staying outside for. Plus, it ships overnight, straight to your door.
Headline: Grill King Crab
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
8202609_Host-ExtraGuest-UGCVideo-WelcBuy4Get1-V1_Video_HP
Spend
$31
0.2% of spend
ROAS
0.00x
acct 1.83x
Cost / purch.
–
acct $424
Outbound CTR
1.5%
acct 2.7%
CVR
0.0%
acct 0.4%
Thumbstop
34.1%
acct 25.4%
Retention · 34% thumbstopholds 16% to 50% acct 25%
0 purch. · Sep 8
High Production · Montage · Evergreen · Always-On Offer · launched Sep 8
202609_Host-ExtraGuest-UGCVideo-WelcBuy4Get1-V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account
Why it is performing this way
- Thumbstop 34.1% vs 25.4% account: the hook holds attention.
- Outbound CTR 1.5% vs 2.7%: fewer clicks per impression than the account.
- CVR 0.0% vs 0.4% account, AOV $0 vs $777: the landing visit converts below the account rate.
- 0 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…” (If Then hook)
09/08/2026_202609_Host-ExtraGuest-UGCVideo-WelcBuy4Get1-V1_Video_HP
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
9202609 - First Timer - Save$139OnCrab - Static - WelcBuy4Get1 - V1-4x5_Image_…
Spend
$28
0.2% of spend
ROAS
0.00x
acct 1.83x
Cost / purch.
–
acct $424
Outbound CTR
1.9%
acct 2.7%
CVR
0.0%
acct 0.4%
AOV
–
acct $777
0 purch. · Sep 9
Lifestyle Image with Text · Offer-First Banner · Evergreen · Promo · launched Sep 9
202609 - First Timer - Save$139OnCrab - Static - WelcBuy4Get1 - V1-4x5_Image_Welcome Offer LP
Why it is performing this way
- Outbound CTR 1.9% vs 2.7%: fewer clicks per impression than the account.
- CVR 0.0% vs 0.4% account, AOV $0 vs $777: the landing visit converts below the account rate.
- 0 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “First impressions matter—and we'd like ours to be delicious. That's why we're welcoming you with a special of…”
09/09/2026_202609 - First Timer - Save$139OnCrab - Static - WelcBuy4Get1 - V1-4x5_Image_Welcome Offer LP
First impressions matter—and we'd like ours to be delicious. That's why we're welcoming you with a special offer: Buy 4 lbs of King Crab, get 1 lb FREE. Fresh, sweet, and ready for your next seafood feast.
Headline: Pay for 4 LBs, Get 5 LBs
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
First impressions matter—and we'd like ours to be delicious. That's why we're welcoming you with a special offer: Buy 4 lbs of King Crab, get 1 lb FREE. Fresh, sweet, and ready for your next seafood feast.
Headline: Pay for 4 LBs, Get 5 LBs
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
10202609 - BD - First Timer - ClaimYourCrab - Static - WelcBuy4Get1 - V1_Image_…
Spend
$23
0.2% of spend
ROAS
8.23x
acct 1.83x
Cost / purch.
$23
acct $424
Outbound CTR
2.2%
acct 2.7%
CVR
6.7%
acct 0.4%
AOV
$192
acct $777
1 purch. · Sep 8
Product Image with Text · Offer-First Banner · Evergreen · Always-On Offer · launched Sep 8
202609 - BD - First Timer - ClaimYourCrab - Static - WelcBuy4Get1 - V1_Image_HP
Why it is performing this way
- Outbound CTR 2.2% vs 2.7%: fewer clicks per impression than the account.
- CVR 6.7% vs 0.4% account, AOV $192 vs $777: converts the visit above the account rate.
- 1 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…”
09/08/2026_202609 - BD - First Timer - ClaimYourCrab - Static - WelcBuy4Get1 - V1_Image_HP
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
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.
Headline: Your First Order Comes With FREE King Crab
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
4 · Winners and iterations · creative by attribute · Motion, Meta pixel · Sep 7 to 13
Two creatives clear the winner bar this week, on 8 purchases between them
Winner bar: $300+ spend, 3+ purchases, ROAS at or above the account rate this week (AKC orders are few and large, so 3+ is a signal, not a settled result). Attribute tables use the Motion taxonomy; iteration calls follow the funded winners.
Winners
2
of 100 creatives shown
Winners share of spend
14%
$2.1K
Winners ROAS
2.96x
account 1.83x
Winners purchases
8
24% of account purchases
With 34 purchases across the whole account, the winner list is a signal list; the two names on it are the same two that led before the sale. First Timer Behind the Scenes $1,662, 5 purchases, 2.25x (vs 1.68x last week); Host Not a Chef $424, 3 purchases, 5.75x. Together 8 purchases, 24% of the account.
The winners, ranked by spend
Meta pixel · Motion tags| Creative | Audience | Message | Hook | Format | Spend | Purch. | ROAS | CVR | Thumbstop | Iteration |
|---|---|---|---|---|---|---|---|---|---|---|
| 202608 - BD - First Timer - BehindTheScenes - UGCVideo - Ev…video | Online Food Shoppers | Shipped Overnight | How To | UGC | $1,662 | 5 | 2.25x | 0.5% | 40% | Extend the winner: same persona and message, new format (static from video, or video from static) and one new hook. |
| 202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_H…video | Social Hosts | Easy Preparation | Storytelling | UGC | $424 | 3 | 5.75x | 1.2% | 42% | Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it. |
What is winning, by attribute
Motion glossary · top values by spend · tints vs accountAudience
tagged creatives = 100% of spend| Audience | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Social Hosts | 21 | $3,576 | 25% | 10 | 3.26x | $358 | 3.0% | 0.4% |
| Seafood Enthusiasts | 13 | $2,914 | 21% | 4 | 0.91x | $728 | 2.8% | 0.2% |
| Online Food Shoppers | 7 | $2,571 | 18% | 6 | 1.84x | $429 | 3.1% | 0.4% |
| Broad | 26 | $1,831 | 13% | 7 | 2.54x | $262 | 2.6% | 0.6% |
| Celebrators | 2 | $809 | 6% | 2 | 1.09x | $404 | 2.8% | 0.5% |
| Skeptical Buyers | 4 | $480 | 3% | 0 | – | – | 2.2% | 0.0% |
Best funded audience: Social Hosts at 3.26x on $3,576 and 10 purchases.
Message
tagged creatives = 100% of spend| Message | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Free Product | 18 | $3,967 | 28% | 7 | 1.50x | $567 | 2.9% | 0.3% |
| Shipped Overnight | 3 | $2,000 | 14% | 5 | 1.87x | $400 | 3.3% | 0.4% |
| Perfect Gift | 8 | $1,224 | 9% | 1 | 0.16x | $1,224 | 2.8% | 0.2% |
| Massive Size | 8 | $1,095 | 8% | 1 | 0.16x | $1,095 | 2.6% | 0.2% |
| Special Occasion Elevation | 10 | $1,063 | 7% | 4 | 5.64x | $266 | 3.6% | 0.5% |
| Price Promotion | 4 | $949 | 7% | 4 | 3.09x | $237 | 3.4% | 0.6% |
Best funded message: Shipped Overnight at 1.87x on $2,000 and 5 purchases.
Hook tactic
tagged creatives = 87% of spend| Hook tactic | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Bold Claim | 8 | $2,513 | 20% | 4 | 1.48x | $628 | 3.1% | 0.2% |
| How To | 2 | $2,054 | 17% | 5 | 1.82x | $411 | 3.1% | 0.4% |
| Shocking Statement | 3 | $1,671 | 14% | 2 | 1.35x | $836 | 2.9% | 0.2% |
| Relatability | 7 | $1,283 | 10% | 1 | 0.15x | $1,283 | 2.9% | 0.2% |
| Curiosity | 9 | $973 | 8% | 1 | 0.23x | $973 | 2.5% | 0.2% |
| Social Proof | 4 | $801 | 7% | 3 | 6.64x | $267 | 4.0% | 0.4% |
Best funded hook tactic: How To at 1.82x on $2,054 and 5 purchases.
Visual format
tagged creatives = 100% of spend| Visual format | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Montage | 31 | $6,709 | 47% | 16 | 1.88x | $419 | 2.9% | 0.4% |
| Behind The Scenes | 8 | $2,765 | 19% | 6 | 1.71x | $461 | 3.1% | 0.4% |
| Offer-First Banner | 16 | $1,070 | 8% | 4 | 1.45x | $268 | 1.9% | 0.6% |
| Greenscreen | 3 | $939 | 7% | 3 | 5.66x | $313 | 4.0% | 0.4% |
| Demo | 6 | $778 | 5% | 0 | – | – | 2.4% | 0.0% |
| Testimonial | 9 | $651 | 5% | 1 | 0.23x | $651 | 3.5% | 0.2% |
Best funded visual format: Montage at 1.88x on $6,709 and 16 purchases.
Format
tagged creatives = 100% of spend| Format | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| UGC | 50 | $10,157 | 71% | 22 | 1.94x | $462 | 3.1% | 0.4% |
| UGC Mashup | 13 | $2,096 | 15% | 5 | 1.59x | $419 | 2.8% | 0.4% |
| Lifestyle Image with Text | 24 | $1,244 | 9% | 6 | 2.58x | $207 | 1.7% | 0.8% |
| Product Image with Text | 9 | $650 | 5% | 1 | 0.30x | $650 | 1.9% | 0.3% |
| High Production | 3 | $59 | 0% | 0 | – | – | 2.4% | 0.0% |
| GIF | 1 | $5 | 0% | 0 | – | – | 3.6% | 0.0% |
Best funded format: Lifestyle Image with Text at 2.58x on $1,244 and 6 purchases.
Offer
tagged creatives = 100% of spend| Offer | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| No Offer | 55 | $7,951 | 56% | 18 | 1.87x | $442 | 2.8% | 0.4% |
| Promo | 16 | $4,406 | 31% | 9 | 1.84x | $490 | 3.1% | 0.3% |
| Always-On Offer | 29 | $1,853 | 13% | 7 | 1.85x | $265 | 2.1% | 0.6% |
Best funded offer: No Offer at 1.87x on $7,951 and 18 purchases.
Moment
tagged creatives = 100% of spend| Moment | Ads | Spend | Share | Purch. | ROAS | CPP | oCTR | CVR |
|---|---|---|---|---|---|---|---|---|
| Evergreen | 82 | $12,595 | 89% | 31 | 1.95x | $406 | 2.8% | 0.4% |
| Birthday | 10 | $1,386 | 10% | 2 | 0.63x | $693 | 2.6% | 0.3% |
| Game Day | 1 | $113 | 1% | 1 | 8.89x | $113 | 2.0% | 2.2% |
| Super Bowl | 1 | $44 | 0% | 0 | – | – | 1.7% | 0.0% |
| Summer | 1 | $35 | 0% | 0 | – | – | 0.5% | 0.0% |
| Football Season | 3 | $16 | 0% | 0 | – | – | 0.7% | 0.0% |
Best funded moment: Evergreen at 1.95x on $12,595 and 31 purchases.
Social Hosts, How To hooks and Montage cuts lead on real spend; gifting and Massive Size messages sit under the rate. Social Hosts 3.26x on $3.6K (10 purchases); Montage 1.88x on $6.7K; UGC 1.94x on $10.2K. Perfect Gift 0.16x on $1,224 and Massive Size 0.16x on $1,095 are the two messages to rest until a moment gives them an offer.
Winning combinations: audience × message × format
funded combos, 3+ purchases, at or near the account rate| Audience | Message | Format | Creatives | Spend | Purch. | ROAS | CVR |
|---|---|---|---|---|---|---|---|
| Online Food Shoppers | Shipped Overnight | UGC | 2 | $1,681 | 5 | 2.22x | 0.5% |
| Social Hosts | Free Product | UGC | 2 | $1,633 | 3 | 2.00x | 0.3% |
| Social Hosts | Special Occasion Elevation | UGC | 6 | $957 | 3 | 5.56x | 0.3% |
| Broad | Price Promotion | UGC | 2 | $816 | 4 | 3.59x | 0.6% |
| Social Hosts | Easy Preparation | UGC | 1 | $424 | 3 | 5.75x | 1.2% |
Iteration suggestions
derived from the funded winners and the gaps above1
$1,662 · 5 purchases · 2.25x
Extend: First Timer Behind the Scenes
- Still the largest evergreen line and back above the rate after the sale. Two new cuts on the same body: one opens on the crab, one opens on the delivery box.
- Keep First Time Customers and the Shipped Overnight angle; change one variable at a time.
2
$424 · 3 purchases · 5.75x
Extend: Host Not a Chef
- The Social Hosts UGC that improved after the sale. Brief two more host-led cuts in the same structure, no offer.
- Monitor whether they earn budget on their own; no manual push.
3
Free Shipping Sep 21 to 23 · kit due Sep 16
Free Shipping set: offer in the first frame, Labor Day structure
- Rebuild the Labor Day winners (Go Big montage, offer-first statics) with the free shipping line as the offer. Kit approved five days before go-live, so by Tue Sep 16.
- Every ad in the window carries the offer in the first frame and the primary text; evergreen keeps running alongside.
4
$749 at 0.26x vs 1.55x last week
Rest the Insense gifting video; re-brief gifting for a moment
- Shannon Lee Gifting is the largest creative running under 0.5x this week, on 1 purchase. Rest it and hold gifting messages for the holiday windows where they have an offer.
- Not a cut; a brief note for the next batch.
5
$1.2K at 2.58x on 6 purchases
More lifestyle statics with a price line
- Statics with a price or offer line are above the rate on a small share; the September batch added several for Hosts and First Timers. Add four more.
- Product on the table, price shown, Mon to Thu delivery line.
6
4 purchases at 5.64x on $1,063
Build on the Special Occasion Elevation angle
- Winning message on a small share of spend: write it into the Celebrators and Gift Givers personas for the October moments (birthdays, anniversaries).
- Pair with the Montage format from the table above.
Next batch: Social Hosts and First Timers, How To and Social Proof openings, Montage and UGC video with a price line, no discount required; gifting and size claims wait for a moment with an offer. UGC Mashup (1.59x on $2.1K) is held rather than paused.
5 · Top 12 by spend this week and the watch list · Motion · Meta pixel · Sep 7 to 13
Twelve creatives took 59% of the week's spend, most of them on one to five purchases
The twelve biggest spenders of the week (59% of spend) with chips vs last week, then the weakest funded creatives. Click a thumbnail to play; Curve + notes opens retention, why and the iteration.
Behind the Scenes improved on less spend; the two 4lbs Not Enough cuts and the Insense gifting video are the lines to read again next week. Behind the Scenes $1,662, 5 purchases, 2.25x vs 1.68x on $3,701; 4lbs Not Enough $1,520 per cut at 1.49x with 2 purchases each; Shannon Lee Gifting $749, 1 purchase, 0.26x vs 1.55x. Every card is a handful of orders; the chips show direction, not verdicts.
1202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video…
Spend
$1,662
11.5% of spend
▼ 55%
ROAS
2.25x
acct 1.83x
▲ 34%
Cost / purch.
$332
acct $424
▼ 10%
Outbound CTR
3.3%
acct 2.7%
▲ 1%
CVR
0.5%
acct 0.4%
▼ 4%
Thumbstop
40.0%
acct 25.4%
▼ 7%
Retention · 40% thumbstopholds 27% to 50% acct 25%
5 purch. · Aug 11
UGC · Behind The Scenes · Evergreen · No Offer · launched Aug 11
202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 40.0% vs 25.4% account: the hook holds attention.
- Outbound CTR 3.3% vs 2.7%: earns the click well.
- CVR 0.5% vs 0.4% account, AOV $747 vs $777: converts the visit above the account rate.
Suggested iteration
Extend the winner: same persona and message, new format (static from video, or video from static) and one new hook.
Opens with: “Ever wonder how fresh, wild-caught king crab makes its way from the ocean to your house? 🦀🌊” (How To hook)
08/11/2026_202608 - BD - First Timer - BehindTheScenes - UGCVideo - Evergreen - V1_Video_HP
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.
Headline: Fresh King Crab. Guaranteed.
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
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.
Headline: Fresh King Crab. Guaranteed.
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
2202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_HP
Spend
$1,520
10.5% of spend
▲ 297%
ROAS
1.49x
acct 1.83x
▼ 17%
Cost / purch.
$760
acct $424
▲ 98%
Outbound CTR
3.1%
acct 2.7%
▲ 13%
CVR
0.2%
acct 0.4%
▼ 56%
Thumbstop
33.7%
acct 25.4%
▲ 2%
Retention · 34% thumbstopholds 17% to 50% acct 25%
2 purch. · Jul 8
UGC · Montage · Evergreen · Promo · launched Jul 8
202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 33.7% vs 25.4% account: the hook holds attention.
- Outbound CTR 3.1% vs 2.7%: in line with the account.
- CVR 0.2% vs 0.4% account, AOV $1,129 vs $777: the landing visit converts below the account rate.
- 2 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…” (Bold Claim hook)
07/01/2026_202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_HP
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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
3202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_We…
Spend
$1,519
10.5% of spend
▲ 301%
ROAS
1.49x
acct 1.83x
▼ 18%
Cost / purch.
$760
acct $424
▲ 101%
Outbound CTR
3.1%
acct 2.7%
▲ 12%
CVR
0.2%
acct 0.4%
▼ 56%
Thumbstop
33.7%
acct 25.4%
▲ 2%
Retention · 34% thumbstopholds 17% to 50% acct 25%
2 purch. · Jul 8
UGC Mashup · Montage · Evergreen · Promo · launched Jul 8
202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_Welcome_Offer LP
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 33.7% vs 25.4% account: the hook holds attention.
- Outbound CTR 3.1% vs 2.7%: in line with the account.
- CVR 0.2% vs 0.4% account, AOV $1,129 vs $777: the landing visit converts below the account rate.
- 2 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Haven't tried us yet? Now's the time. Buy 4lbs of our best-selling Extra Large King Crab Legs, and we'll thro…” (Shocking Statement hook)
07/01/2026_202607 - BD - FirstTimer - 4lbsNotEnough - Video - WelcBuy4Get1 - V1_Video_Welcome_Offer LP
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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 1 ad(s)
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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 1 ad(s)
4202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen -…
Spend
$749
5.2% of spend
▼ 63%
ROAS
0.26x
acct 1.83x
▼ 83%
Cost / purch.
$749
acct $424
▲ 49%
Outbound CTR
3.2%
acct 2.7%
▲ 17%
CVR
0.3%
acct 0.4%
▼ 46%
Thumbstop
28.7%
acct 25.4%
▼ 2%
Retention · 29% thumbstopholds 38% to 50% acct 25%
1 purch. · May 4
UGC · Montage · Birthday · No Offer · launched May 4
202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen - V1- hi-fi vid-4x5_Video_202501 - Insense -NAKATMYDOOR/HEYSHANNONLEE - Gifting - Birthday - Evergreen - V1
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 28.7% vs 25.4% account: the hook is average.
- Outbound CTR 3.2% vs 2.7%: earns the click well.
- CVR 0.3% vs 0.4% account, AOV $193 vs $777: the landing visit converts below the account rate.
- 1 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Tired of sending the same birthday gift every year? 🎂” (Relatability hook)
05/01/2026_202501 - Insense -NAKATMYDOORHEYSHANNONLEE - Gifting - Birthday - Evergreen - V1- hi-fi vid-4x5_Video_202501 - Insense -NAKATMYDOOR/HEYSHANNONLEE - Gifting - Birthday - Evergreen - V1
Tired of sending the same birthday gift every year? 🎂 Send sweet, buttery Alaskan king crab — wild-caught, flash frozen, and delivered overnight.
Headline: Not Your Typical Birthday Gift
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 1 ad(s)
Tired of sending the same birthday gift every year? 🎂 Send sweet, buttery Alaskan king crab — wild-caught, flash frozen, and delivered overnight.
Headline: Not Your Typical Birthday Gift
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 1 ad(s)
5202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
Spend
$424
2.9% of spend
▲ 13%
ROAS
5.75x
acct 1.83x
▲ 7%
Cost / purch.
$141
acct $424
▼ 24%
Outbound CTR
2.7%
acct 2.7%
▲ 17%
CVR
1.2%
acct 0.4%
▲ 12%
Thumbstop
41.6%
acct 25.4%
▼ 1%
Retention · 42% thumbstopholds 46% to 50% acct 25%
3 purch. · Aug 4
UGC · Montage · Evergreen · No Offer · launched Aug 4
202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 41.6% vs 25.4% account: the hook holds attention.
- Outbound CTR 2.7% vs 2.7%: in line with the account.
- CVR 1.2% vs 0.4% account, AOV $812 vs $777: converts the visit above the account rate.
- 3 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Thaw. Heat. Eat. Impress.” (Storytelling hook)
08/04/2026_202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
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.
Headline: Order King Crab Legs
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
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.
Headline: Order King Crab Legs
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
6202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 -…
Spend
$418
2.9% of spend
▼ 22%
ROAS
6.61x
acct 1.83x
▲ 1449%
Cost / purch.
$209
acct $424
▼ 61%
Outbound CTR
3.9%
acct 2.7%
▼ 8%
CVR
0.6%
acct 0.4%
▲ 147%
Thumbstop
29.1%
acct 25.4%
▼ 8%
Retention · 29% thumbstopholds 15% to 50% acct 25%
2 purch. · Aug 4
UGC · Greenscreen · Evergreen · No Offer · launched Aug 4
202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 29.1% vs 25.4% account: the hook is average.
- Outbound CTR 3.9% vs 2.7%: earns the click well.
- CVR 0.6% vs 0.4% account, AOV $1,381 vs $777: converts the visit above the account rate.
- 2 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth.” (Social Proof hook)
05/15/2026_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2
I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth. Same massive legs. Same sweet, buttery meat. Same quality every single time.
Headline: King Crab Delivered.
Campaign: RSG - RTN - Top Performing Ads (7dc) - RG · 2 ad(s)
I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth. Same massive legs. Same sweet, buttery meat. Same quality every single time.
Headline: King Crab Delivered.
Campaign: RSG - RTN - Top Performing Ads (7dc) - RG · 2 ad(s)
7202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_HP
Spend
$411
2.9% of spend
▲ 333%
ROAS
3.56x
acct 1.83x
▼ 67%
Cost / purch.
$205
acct $424
▲ 116%
Outbound CTR
3.9%
acct 2.7%
▲ 7%
CVR
0.6%
acct 0.4%
▼ 58%
Thumbstop
35.3%
acct 25.4%
▼ 2%
Retention · 35% thumbstopholds 36% to 50% acct 25%
2 purch. · Jul 14
UGC · Montage · Evergreen · Promo · launched Jul 14
202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_HP
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 35.3% vs 25.4% account: the hook holds attention.
- Outbound CTR 3.9% vs 2.7%: earns the click well.
- CVR 0.6% vs 0.4% account, AOV $732 vs $777: converts the visit above the account rate.
- 2 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Been thinking about King Crab? Now's the time to order. We're giving you free crab. ” (Offer Only hook)
07/13/2026_202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_HP
Been thinking about King Crab? Now's the time to order. We're giving you free crab. 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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
Been thinking about King Crab? Now's the time to order. We're giving you free crab. 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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 2 ad(s)
8202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_Wel…
Spend
$405
2.8% of spend
▲ 329%
ROAS
3.61x
acct 1.83x
▼ 67%
Cost / purch.
$203
acct $424
▲ 115%
Outbound CTR
3.9%
acct 2.7%
▲ 7%
CVR
0.6%
acct 0.4%
▼ 57%
Thumbstop
35.5%
acct 25.4%
▼ 2%
Retention · 35% thumbstopholds 36% to 50% acct 25%
2 purch. · Jul 14
UGC · Montage · Evergreen · Promo · launched Jul 14
202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_Welcome Offer LP
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 35.5% vs 25.4% account: the hook holds attention.
- Outbound CTR 3.9% vs 2.7%: earns the click well.
- CVR 0.6% vs 0.4% account, AOV $732 vs $777: converts the visit above the account rate.
- 2 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Been thinking about King Crab? Now's the time to order. We're giving you free crab. ” (Bold Claim hook)
07/13/2026_202607 - FirstTimer - Buy4lbsGet1lbFree -UGCVid - WelcBuy4Get1 - V1_Video_Welcome Offer LP
Been thinking about King Crab? Now's the time to order. We're giving you free crab. 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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 1 ad(s)
Been thinking about King Crab? Now's the time to order. We're giving you free crab. 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.
Headline: Get 5th Pound Free
Campaign: RSG - Acquisition - CBO - Welcome Offer Ad - RG · 1 ad(s)
9x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight-lo-fi-v…
Spend
$392
2.7% of spend
▲ 24%
ROAS
0.00x
acct 1.83x
▼ 100%
Cost / purch.
–
acct $424
–
Outbound CTR
2.5%
acct 2.7%
▲ 1%
CVR
0.0%
acct 0.4%
▼ 100%
Thumbstop
27.5%
acct 25.4%
▲ 1%
Retention · 27% thumbstopholds 32% to 50% acct 25%
0 purch. · May 4
UGC · Behind The Scenes · Evergreen · No Offer · launched May 4
x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight-lo-fi-vid-founder-v3-9x16_Video_202605 - BD - Foodie - First Time - Fulfillment Highlight
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 27.5% vs 25.4% account: the hook is average.
- Outbound CTR 2.5% vs 2.7%: in line with the account.
- CVR 0.0% vs 0.4% account, AOV $0 vs $777: the landing visit converts below the account rate.
- 0 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “This is what it takes: a -9.9° freezer, a dialed-in fulfillment team, and zero shortcuts. Every order is pack…” (How To hook)
x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight-lo-fi-vid-founder-v3-9x16_Video_202605 - BD - Foodie - First Time - Fulfillment Highlight
This is what it takes: a -9.9° freezer, a dialed-in fulfillment team, and zero shortcuts. Every order is packed to lock in freshness and arrive frozen solid — just how it should be. Free Overnight Shipping on orders $350+ →
Headline: Expedited Shipping
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 2 ad(s)
This is what it takes: a -9.9° freezer, a dialed-in fulfillment team, and zero shortcuts. Every order is packed to lock in freshness and arrive frozen solid — just how it should be. Free Overnight Shipping on orders $350+ →
Headline: Expedited Shipping
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 2 ad(s)
10202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1_Image_HP – …
Spend
$361
2.5% of spend
▼ 60%
ROAS
0.00x
acct 1.83x
▼ 100%
Cost / purch.
–
acct $424
–
Outbound CTR
1.9%
acct 2.7%
▼ 2%
CVR
0.0%
acct 0.4%
▼ 100%
AOV
–
acct $777
–
0 purch. · Jun 17
Product Image with Text · Offer-First Banner · Evergreen · Always-On Offer · launched Jun 17
202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1_Image_HP – Copy
Why it is performing this way
- Outbound CTR 1.9% vs 2.7%: fewer clicks per impression than the account.
- CVR 0.0% vs 0.4% account, AOV $0 vs $777: the landing visit converts below the account rate.
- 0 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Feed your whole dinner party with Alaskan King Crab Legs.”
06/17/2026_202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1_Image_HP – Copy
Feed your whole dinner party with Alaskan King Crab Legs.
Headline: King Crab. Delivered Overnight.
Campaign: RSG - RTN - Top Performing Ads (7dc) - RG · 2 ad(s)
Feed your whole dinner party with Alaskan King Crab Legs.
Headline: King Crab. Delivered Overnight.
Campaign: RSG - RTN - Top Performing Ads (7dc) - RG · 2 ad(s)
11202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 -…
Spend
$355
2.5% of spend
▼ 33%
ROAS
7.19x
acct 1.83x
▲ 1574%
Cost / purch.
$355
acct $424
▼ 33%
Outbound CTR
4.2%
acct 2.7%
▲ 1%
CVR
0.3%
acct 0.4%
▲ 25%
Thumbstop
30.4%
acct 25.4%
▼ 5%
Retention · 30% thumbstopholds 15% to 50% acct 25%
1 purch. · May 16
UGC · Greenscreen · Evergreen · No Offer · launched May 16
202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 30.4% vs 25.4% account: the hook is average.
- Outbound CTR 4.2% vs 2.7%: earns the click well.
- CVR 0.3% vs 0.4% account, AOV $2,553 vs $777: the landing visit converts below the account rate.
- 1 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth.” (Social Proof hook)
05/15/2026_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2_Video_202605 - BD - Repeat - Ordered3Times - UGCVid - Evergreen - V2
I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth. Same massive legs. Same sweet, buttery meat. Same quality every single time.
Headline: King Crab Delivered.
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 1 ad(s)
I’ve ordered King Crab Legs THREE times now—and honestly, I already know there will be a fourth. Same massive legs. Same sweet, buttery meat. Same quality every single time.
Headline: King Crab Delivered.
Campaign: RSG - Acquisition - ABO - Evergreen Testing - RG · 1 ad(s)
12202608 - BD - Gifter - CrabistheGift - UGCVideo - Evergreen - V1_HP – Copy
Spend
$341
2.4% of spend
▲ 1158%
ROAS
0.00x
acct 1.83x
–
Cost / purch.
–
acct $424
–
Outbound CTR
2.5%
acct 2.7%
▲ 26%
CVR
0.0%
acct 0.4%
–
Thumbstop
23.4%
acct 25.4%
▲ 1%
Retention · 23% thumbstopholds 32% to 50% acct 25%
0 purch. · Aug 4
UGC · Demo · Birthday · No Offer · launched Aug 4
202608 - BD - Gifter - CrabistheGift - UGCVideo - Evergreen - V1_HP – Copy
Retention · % of 3 second viewers still watching · coral this creative, dashed account, thin white last week
Why it is performing this way
- Thumbstop 23.4% vs 25.4% account: the hook is average.
- Outbound CTR 2.5% vs 2.7%: in line with the account.
- CVR 0.0% vs 0.4% account, AOV $0 vs $777: the landing visit converts below the account rate.
- 0 purchases behind this read: a signal, not a result.
Suggested iteration
Too few purchases to iterate on; let it reach 15 to 20 purchases before spending creative time on it.
Opens with: “Psst, over here. Forgot a gift? We ship overnight, so there's still time to look like you had it handled all …” (Contrarian hook)
08/04/2026_202608 - BD - Gifter - CrabistheGift - UGCVideo - Evergreen - V1_HP – Copy
Psst, over here. Forgot a gift? We ship overnight, so there's still time to look like you had it handled all along.
Headline: Gift King Crab
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
Psst, over here. Forgot a gift? We ship overnight, so there's still time to look like you had it handled all along.
Headline: Gift King Crab
Campaign: RSG - Acquisition - CBO - Evergreen August Batch - RG · 1 ad(s)
Watch list: the five weakest funded creatives
$300+ this week, launched before Sep 7 · Motion · Meta pixelLike for like test
Weakest funded: x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight-lo-fi-vid-founder-v3-9x16_Video_202605 - BD - Foodie - First Time - Fulfillment Highlight
UGC · Behind The Scenes · Evergreen · No Offer · Online Food Shoppers · Superior Quality
Spend
$392
ROAS
0.00x
Cost / purch.
–
CTR
2.5%
Thumbstop
27.5%
CVR
0.0%
Purchases
0
Closest peer, best ROAS: 202608 - BD - Host - NotaChef - UGCVideo - Evergreen - V1_HP – Copy
UGC · Montage · Evergreen · No Offer · Social Hosts · Easy Preparation
Spend
$424
ROAS
5.75x
Cost / purch.
$141
CTR
2.7%
Thumbstop
41.6%
CVR
1.2%
Purchases
3
Weakest funded creative against the best performer sharing its audience or format. The gap is where the creative loses, not the audience.
| Creative | Audience | Launched | Spend | Purch. | ROAS | Last wk | Cost / purch. | CTR | Thumbstop | CVR |
|---|---|---|---|---|---|---|---|---|---|---|
| x05/01/2026_202605 - BD - Foodie - First Time - Fulfillment Highlight…video | Online Food Shoppers | May 4 | $392 | 0 | 0.00x | 0.77x | – | 2.5% | 27.5% | 0.0% |
| 202606 - BD - Host - feedyourwholeparty - Static - Evergreen - V1_Ima…image | Social Hosts | Jun 17 | $361 | 0 | 0.00x | 4.89x | – | 1.9% | – | 0.0% |
| 202608 - BD - Gifter - CrabistheGift - UGCVideo - Evergreen - V1_HP –…video | Gift Givers | Aug 4 | $341 | 0 | 0.00x | – | – | 2.5% | 23.4% | 0.0% |
| 202606 - BDProd - Foodie - MassiveSizeFlex - UGCVid - Evergreen - V1_…video | Seafood Enthusiasts | Jun 25 | $325 | 0 | 0.00x | 10.74x | – | 2.5% | 33.5% | 0.0% |
| 202605 - BD - FirstTimer - ThinkingForWeeks - UGCVid - Evergreen - V1…video | Skeptical Buyers | May 21 | $319 | 0 | 0.00x | 5.34x | – | 2.7% | 32.9% | 0.0% |
The weakest funded creatives are the May to August evergreen cuts that have not converted since the sale ended. Foodie First Time Fulfillment Highlight $392, 0 purchases, 0.00x; Host Feed Your Whole Party static $361, 0 purchases, 0.00x; Gifter Crab is the Gift $341, 0 purchases, 0.00x. Monitor through the Free Shipping window; if they stay at zero purchases, brief replacements for the same personas rather than pausing the campaign.
6 · Week over week · Shopify store and platform channels
Store revenue came off the sale week as expected: $88.4K on 147 orders, with returning customers 54% of revenue
Mon Sep 7 to Sun Sep 13 against Aug 31 to Sep 6. Shopify for the store, each platform for its own channel. Last week was the sale week for every comparison below.
Store revenue · Shopify
$88.4K
▼ 76%$372.2K prior week
Orders · Shopify
147
▼ 72%529 prior
AOV · Shopify
$602
▼ 14%$704 prior
New customer revenue
$41.1K
▼ 73%68 first orders · 46% of revenue
Returning revenue
$47.3K
▼ 79%79 repeat orders
Paid spend · Meta + Google
$21.8K
▼ 58%$52.5K prior
MER · store revenue / spend
4.06x
▼ 43%7.10x prior
aMER · new revenue / spend
1.89x
▼ 35%2.88x prior
New customer CAC · spend / first orders
$321
▲ 40%$229 prior
Every comparison is against the sale week, so the direction is expected; spend came down with it and CAC is the number to watch. Shopify $88.4K on 147 orders vs $372.2K on 529; 68 first orders vs 229; paid spend $21.8K vs $52.5K; MER 4.06x vs 7.10x, aMER 1.89x vs 2.88x, CAC $321 vs $229.
Channel view, week over week
Meta pixel · Google Ads reported| Channel | Spend | Platform revenue | ROAS | Purchases / conv. | Cost per purchase | AOV | CPM / CPC | Conv. rate |
|---|---|---|---|---|---|---|---|---|
| Meta | $12,227▼ 67% | $16,962▼ 89% | 1.39x▼ 66% | 25▼ 87% | $489▲ 165% | $678 | $40.62 CPM | 0.4% |
| Google Brand | $653▼ 54% | $10,394▼ 74% | 15.92x▼ 44% | 16▼ 75% | $41▲ 84% | $651 | $0.60 CPC | 1.5% |
| Google Non-Brand | $8,916▼ 38% | $16,745▼ 70% | 1.88x▼ 52% | 28▼ 68% | $318▲ 93% | $598 | $1.04 CPC | 0.3% |
Google non-brand carried more of the week than Meta; Meta is the channel where post-sale conversion fell furthest. Meta 1.39x on $12.2K and 25 purchases (4.09x in the sale week); Google non-brand 1.88x on $8,916 vs 3.89x; Google brand 15.92x on $653.
Meta funnel pool, this week vs last
Meta pixelLanding page views
7,047
19,524 prior week ▼ 64%
Adds to cart
502
1,952 prior week ▼ 74%
Purchases
25
198 prior week ▼ 87%
Unconverted carts
477
1,754 prior week ▼ 73%
The unconverted cart pool is re-served inside the consolidated structure; it is the audience for proof and closing creative.
6 · Meta campaigns · week over week · Meta pixel
Meta ran 25 purchases at 1.39x on $12.2K; the Welcome Offer campaign and the retention line were the two above the rate
Ranked by this week's spend; tints against the account rate.
Meta spend
$12.2K
▼ 67%$36.6K prior
Meta revenue · pixel
$17.0K
▼ 89%$149.8K prior
ROAS
1.39x
▼ 66%4.09x prior
Purchases
25
▼ 87%198 prior
The Welcome Offer campaign, which received the September batch, is the acquisition line above the rate; Evergreen Testing is the one to review. Welcome Offer $3,535, 11 purchases, 2.03x; Evergreen August Batch $3,828, 7, 1.12x; Evergreen Testing $3,825, 1 purchase, 0.17x; retention $1,041, 5, 4.51x.
Campaign table
Meta pixel · this week, with last week in grey| Campaign | Spend | Share | Purchases | Revenue | ROAS | Last wk | Cost / purch. | Last wk | CPM | Conv. rate | AOV |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Evergreen August Batch (CBO) | $3,828▼ 39% | 31% | 7▼ 59% | $4,296▼ 67% | 1.12x | 2.05x | $547 | $372 | $41.36 | 0.3% | $614 |
| Evergreen Testing (CBO) | $3,825▼ 46% | 31% | 1▼ 96% | $651▼ 96% | 0.17x | 2.26x | $3,825 | $274 | $40.83 | 0.0% | $651 |
| Welcome Offer Ad (CBO) | $3,535▲ 128% | 29% | 11▲ 267% | $7,184▲ 128% | 2.03x | 2.03x | $321 | $517 | $37.55 | 0.5% | $653 |
| Retention: Top Performing Ads | $1,041▼ 83% | 9% | 5▼ 94% | $4,699▼ 92% | 4.51x | 10.40x | $208 | $75 | $50.30 | 2.6% | $940 |
| Account | $12,227 | 100% | 25 | $16,962 | 1.39x | 4.09x | $489 | $185 | $40.62 | 0.4% | $678 |
Hover a name for the full platform name. Chips vs last week. CVR = purchases / landing page views.
Revenue movers, week over week
Meta pixelRetention: Top Performing Ads $61.9K → $4.7K-$57.2K
Labor Day Promo (cost cap) $22.1K → $0-$22.1K
Labor Day Last Chance (CBO) $21.6K → $131-$21.5K
Evergreen Testing (CBO) $16.1K → $651-$15.5K
Labor Day Promo (CBO) $11.9K → $0-$11.9K
Evergreen August Batch (CBO) $13.0K → $4.3K-$8.7K
Welcome Offer Ad (CBO) $3.2K → $7.2K+$4.0K
The sale and retention campaigns are the movers by design; Evergreen Testing is the evergreen line to monitor. Evergreen Testing $3,825 for 1 purchase this week vs 26 last week; its creative is the May and June set on the watch list. Read again after the Free Shipping window before restructuring.
6 · Google campaigns · week over week · Google Ads reported conversions
Google held 2.84x on $9,569; non-brand search led and PMax Crab is the line that came off the sale
Google conversions are model based and keep filling in for a few days after the week closes; read ROAS against the same campaign last week.
Google spend
$9,569
▼ 40%$15,854 prior
Conversion value
$27.1K
▼ 72%$96.2K prior
Brand ROAS
15.92x
▼ 44%$653 spend
Non-brand ROAS
1.88x
▼ 52%$8,916 spend
Non-brand search kept converting after the sale; Performance Max Crab did not. NB Search Crab 12 conversions on $2,316 at 3.90x vs 5.56x; PMax Crab 9 on $3,981 at 1.22x vs 4.37x; brand search 32.99x on $278.
Campaign table
Google Ads · this week, with last week in grey| Campaign | Spend | Share | Conversions | Conv. value | ROAS | Last wk | Cost / conv. | CPC | CTR |
|---|---|---|---|---|---|---|---|---|---|
| Brand | $653▼ 54% | 7% | 16.0 | $10,394 | 15.92x | 28.44x | $41 | $0.60 | 2.6% |
| Shopping - Brand | $375▼ 36% | 4% | 2.0▼ 83% | $1,205▼ 78% | 3.22x | 9.40x | $187 | $0.98 | 1.0% |
| Search - Brand - Exact Match | $278▼ 66% | 3% | 14.0▼ 73% | $9,188▼ 73% | 32.99x | 41.96x | $20 | $0.40 | 24.8% |
| Non-brand | $8,916▼ 38% | 93% | 28.0 | $16,745 | 1.88x | 3.89x | $318 | $1.04 | 2.2% |
| Performance Max - NB - Crab | $3,981▼ 42% | 42% | 9.0▼ 80% | $4,859▼ 84% | 1.22x | 4.37x | $442 | $0.86 | 2.5% |
| NB Search - Crab - Exact Match | $2,316▼ 39% | 24% | 12.0▼ 59% | $9,024▼ 57% | 3.90x | 5.56x | $193 | $2.32 | 15.4% |
| Performance Max - NB - Other Catches | $1,764▼ 32% | 18% | 7.0▼ 21% | $2,862▼ 6% | 1.62x | 1.18x | $252 | $1.02 | 2.3% |
| Demand Gen (YouTube) - NCA - Welcome Offer | $855▼ 26% | 9% | 0.0▼ 100% | $0▼ 100% | 0.00x | 1.60x | – | $0.70 | 1.0% |
Demand Gen (YouTube) is the line with no conversions on the week. $855 with 0 reported conversions; Other Catches PMax 1.62x on $1,764. Both are small; the structured look is the Demand Gen creative refresh for the Free Shipping window, no budget change.
7 · What we do next · calls for the week of Sep 14
Ride out the post-sale trough with spend at plan, then make Free Shipping the first moment where every ad carries the offer
1
Pacing vs plan, tab 1 · trigger: week at 84% of planned spend, CAC $291 vs $217
Bring spend back to plan through the Welcome Offer campaign; no cuts
- $3.7K of the week's budget went unspent as the sale traffic cleared; the Welcome Offer campaign, the acquisition line above the rate, receives more of it as the September batch finds its footing.
- Weekday-first: Mon to Thu delivery is the constraint, so the heavier days stay Sun to Wed.
Owner · Rosewater
2
Sale vs evergreen, tab 2 · trigger: sale assets 6.27x on 47% of sale spend
Free Shipping Sep 21 to 23: offer in the first frame, kit approved by Sep 16
- Rebuild the Labor Day winners (Go Big montage, offer-first statics) with the free shipping line; the Free Ship September CBO is already scheduled for 9/21.
- Emails #1 to #7 and SMS #1 and #2 are on the calendar; paid mirrors the email send days.
Owner · Rosewater and AKC creative (Keelin on email)
3
Launches, tab 3 · trigger: 37 launches with $832 so far
Let the September batch reach a read
- Most launches have under $60 of spend; the first real read is next Monday. Monitor whether Host Free Field Goal and Foodie Love Crab earn budget on their own.
- No manual pushes; the CBO decides.
Owner · Rosewater
4
Winners, tab 4 · trigger: Social Hosts 3.26x on $3.6K
Host-led montage cuts with a price line for evergreen
- Two Not a Chef style cuts and two price-first statics for Social Hosts, Easy Preparation angle, no discount.
- Gifting and Massive Size messages wait for an offer window.
Owner · Rosewater and AKC creative
5
Campaigns, tab 6 · trigger: Evergreen Testing 1 purchase on $3,825; conversions spread across three campaigns
Account cleanup: one consolidated campaign for the ads that earn spend
- Build one master campaign from the ads that earned spend over the last 14 to 30 days outside the sale, held paused until we switch it over, so Meta's learning sees 20+ conversions a week in one place instead of three. That also frees room under the ad limit for a clean creative testing campaign.
- Evergreen Testing rests (the May and June set has not converted since the sale); the Welcome Offer and August Batch campaigns keep running, and the welcome offer stays on as an evergreen offer.
Owner · Rosewater (Mylene builds)
6
Meta funnel, tab 6 · trigger: 477 adds to cart without a purchase
Proof and closing creative for the cart pool
- Delivery-window and freshness proof, gifting close for Premium Gifter and Celebration Host.
- Runs inside the consolidated structure; no separate retargeting.
Owner · Rosewater
Last week's calls, marked
carried forward from the Aug 31 to Sep 6 editionPartialNext sale moment: every ad carries the offer
Every one of the 29 Welcome Offer launches carries Buy 4 Get 1 in the ad name; the Free Shipping set (Sep 21) is where the call is tested.
Every one of the 29 Welcome Offer launches carries Buy 4 Get 1 in the ad name; the Free Shipping set (Sep 21) is where the call is tested.
Not yet readableLabor Day style montage for evergreen: Social Hosts, price led
Host Free Field Goal, Extra Guest and Volunteer Hosting launched Sep 8 and 9 with under $120 each; reads next week.
Host Free Field Goal, Extra Guest and Volunteer Hosting launched Sep 8 and 9 with under $120 each; reads next week.
PartialFront-load the September batch into Evergreen Testing
37 creatives launched Sep 8 and 9, front-loaded as called, but into the Welcome Offer and Evergreen August Batch campaigns; Evergreen Testing still runs the May set.
37 creatives launched Sep 8 and 9, front-loaded as called, but into the Welcome Offer and Evergreen August Batch campaigns; Evergreen Testing still runs the May set.
PartialProof and closing creative for the cart pool
Re-served in the consolidated structure; dedicated proof creative is briefed, not live. Carried as idea 6.
Re-served in the consolidated structure; dedicated proof creative is briefed, not live. Carried as idea 6.
PartialRe-cut the evergreen creatives that slid through the sale
Behind the Scenes recovered on its own to 2.25x from 1.68x on 5 purchases; the re-cuts are in the batch.
Behind the Scenes recovered on its own to 2.25x from 1.68x on 5 purchases; the re-cuts are in the batch.
Not yet readableSecond-order flow for the 243 sale first-timers
Returning revenue $38.8K vs $41.2K plan this week (94%); the reorder window for late-August buyers opens this week.
Returning revenue $38.8K vs $41.2K plan this week (94%); the reorder window for late-August buyers opens this week.
Alaskan King Crab Co. · Weekly report · Week of Sep 7 to 13, 2026 · Prepared by Rosewater GrowthSources: Motion (creative, Meta pixel) · Shopify and Meta and Google Ads via Supermetrics · Statlas (plan) · Sep 13 shown from Shopify and the platforms where noted