Meta Ads — Last 2 Weeks (Jul 24 – Aug 6)

Single campaign 'Sales - Beverages - Kansas' remains PAUSED (23rd cycle). Zero delivery this window. Account balance $0.00; lifetime spend unchanged at $2,697.99.

Meta 2-Week KPIs

Meta Ad Set Breakdown — Last 2 Weeks

Meta Ads — All-Time (Feb 26 – Aug 6, 2026)

Meta All-Time KPIs

Klaviyo — Broadcast Campaigns, Last 2 Weeks

No broadcast campaigns sent. Last broadcast was Jan 10, 2026 — the list has been dark ~207 days (23rd dark cycle).

Klaviyo — Broadcast Campaigns, Trailing 12 Months

Klaviyo — Automated Flows

Instantly (Outbound) — Last 2 Weeks

API returned HTTP 402 — 'Workspace does not have an active paid plan.' 20th consecutive dark cycle. No campaigns or analytics retrievable.

Instantly (Outbound) — All-Time

Paywalled since plan lapsed. No historical analytics accessible via API while workspace is inactive.

Analysis

• This window produced $0 across every channel. Meta paused (23rd cycle, lifetime spend unchanged at $2,697.99), Klaviyo broadcasts dark ~207 days (last send Jan 10, 23rd cycle), Klaviyo flows sent nothing (0 orders), and Instantly paywalled (20th cycle). The account is now fully dormant — a complete holding pattern.
• New this cycle: even flows — the one channel that had been quietly earning — went to zero. Flows fire on site traffic, and with all acquisition off there was no new traffic to trigger them. This confirms the flows revenue was riding on paid/owned traffic, not a self-sustaining organic base.
• The trailing-12mo picture still shows owned email has real potential when it runs: flows earned $901.64 (17 orders) vs broadcasts' $344.00 (6 orders) on roughly one-eighth of the send volume, and flows open at 25.0% vs 15.2% for broadcasts. The machinery works; it just has nothing feeding it right now.
• Meta lifetime economics are unchanged: $2,697.99 spent for 13 tracked purchases at 0.29x ROAS ($207.54 cost/purchase). Front-funnel signal was healthy (2.95% CTR, $0.60 CPC, 1,525 landing-page views); bottom-funnel conversion was always the constraint, not traffic.
• Honest framing: nothing is being wasted — spend is $0 everywhere — but nothing is being created either. Last cycle at least flows were firing; this cycle they weren't. This is now a decision point, not a status quo to maintain.

Next Steps

1. Decision needed from Sheldon: relaunch Meta (Kansas beverage campaign) with a tightened creative/offer, or keep paid dark until the funnel/AOV supports a >1.0x ROAS path. At 0.29x lifetime, relaunching as-is repeats the same math — but with paid off, flows have no fuel and the whole account sits at $0.
2. Restart Klaviyo broadcasts — the Newsletter list (167 subscribers) has been dark ~207 days. A light 1–2x/month cadence is the cheapest lever to re-open a revenue channel currently contributing $0, and it re-warms the list before any paid relaunch.
3. Reactivate or formally retire Instantly. It has been paywalled for 20 cycles; either fund the workspace and resume outbound, or remove it from the report so it stops reading as a dead channel.
4. Flows are built and proven ($901.64 trailing-12mo on tiny volume) but they need traffic to fire. Any traffic restart (broadcasts, paid, or organic) reactivates them for free — so protect/expand the abandoned-cart and post-purchase sequences before turning traffic back on.