Meta Ads — Last 2 Weeks (Jul 19 – Aug 1)

Single campaign 'Sales - Beverages - Kansas' remains PAUSED. Zero delivery this window. Account balance $0.00; lifetime spend unchanged.

Meta 2-Week KPIs

Meta Ad Set Breakdown — Last 2 Weeks

Meta Ads — All-Time (Feb 26 – Aug 1, 2026)

Meta All-Time KPIs

Klaviyo — Broadcast Campaigns, Last 2 Weeks

No broadcast campaigns sent. Email list dark ~193 days (28th 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.' 25th 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

• All three paid/owned acquisition channels remain dormant: Meta paused (28th cycle, account balance $0.00, lifetime spend unchanged at $2,697.99), Klaviyo broadcasts dark ~193 days (28th cycle), Instantly paywalled (25th cycle). No new paid numbers moved this window.
• The only live revenue engine is Klaviyo automated flows: $85.38 over the last 2 weeks (1 order on 5 deliveries), $901.64 trailing-12mo (17 orders). Flows now out-earn broadcasts on roughly one-eighth of the delivery volume (679 vs 5,877), and flow open rate (66.3%) is ~2.6x broadcast (25.2%).
• 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) but bottom-funnel conversion is the constraint, not traffic.
• Note on the broadcast trailing-12mo numbers: they hold at $344.00 on 5,877 delivered as older sends age out of the rolling 12-month window with nothing new sent. That flat-then-eroding line is the mechanical cost of a dark list, not a performance drop.
• Honest framing: this is an early-stage account in a holding pattern. Nothing is being wasted (spend is $0 across the board), but nothing is compounding on the paid side either. The only value being created right now is flows firing on existing traffic — real, but small (~$40/week).

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.
2. Restart Klaviyo broadcasts — the Newsletter list (167 subscribers) has been dark ~193 days. Even a light 1–2x/month cadence would re-open a revenue channel currently contributing $0 and stop the trailing-12mo erosion.
3. Reactivate or formally retire Instantly. It has been paywalled for 25 cycles; either fund the workspace and resume outbound, or remove it from the report so it stops reading as a dead channel.
4. Double down on flows — the one thing working. Audit/expand the abandoned-cart and post-purchase sequences, since flows are already the top email revenue source on minimal volume.