Performance Briefing · Week 22
Self-employed cohort drove a third of conversions on a fifth of spend.
Strong week. Portfolio ROAS hit 3.4× (up from 3.1×). The Self-Employed × Documentation creative cell, identified two weeks ago by the Copy Matrix Agent and shipped Tuesday, drove 34% of incremental conversions on 18% of spend. One P1 landing-page incident — contained in 11 minutes, no measurable revenue loss.
The Self-Employed cohort is your highest-leverage audience right now.
Three weeks of copy matrix testing identified Documentation Hassle as the resonant pain point for Self-Employed prospects. Tuesday's creative refresh paired the winning hook with new visuals. The result is the largest single audience-creative pair we've shipped this quarter.
The pattern is repeatable and worth naming: the Copy Matrix Agent surfaces a niche pain point, the Creative Agent generates assets around it, the Audience Expansion Agent ensures we're talking to the right cohort. This week's lift suggests we should be running this loop continuously, not quarterly.
Google Search compounding. Programmatic still the laggard.
Google Search continued its outperformance — 4.4× ROAS, up 18% week-over-week. Meta stabilized after Tuesday's CPA spike (the Creative Agent's REF-014 refresh did the work). TikTok grew its share of qualified traffic for the third consecutive week and is now worth a dedicated test budget. Programmatic remains the laggard at 2.1× ROAS — recommendation below.
Champions cohort grew 12% · Lookalike seed refreshed 4× this week.
Strong replenishment of the Lookalike seed as conversions came in. The Audience Expansion Agent refreshed the 1% LAL four times automatically. Stalled trial reactivation rate is 12% above the 8% baseline; the retention re-targeting flight is doing what we hoped.
One P1 incident, fully contained.
Wed 9:14 AM PT — landing page /refi-rate-2026 returned 404s. Guardian Agent auto-paused 3 dependent ad groups, opened ticket MENG-4729, paged on-call. Engineering ACK'd in 11 minutes. Root cause: routing change in Wednesday's deploy. Postmortem complete. Estimated $1,840 in wasted spend prevented.
Four moves, ranked by leverage.
- Scale the winning cell. Self-Employed × Documentation deserves a dedicated campaign at 3× the current budget weight.
- Explore the adjacent. Generate Round 3 of copy matrix on the Self-Employed × Rate cell — the second-best performer.
- Reduce Programmatic by 15%. Reallocate to Google Search, where it's converting at half the CPA.
- Pre-empt Meta Awareness fatigue. REF-027, REF-031, REF-034 are trending toward the threshold. Schedule refresh now, not after.