Protect consult volume.
Get back to baseline.

Account CPM rose about 13%, outbound CTR was nearly flat, and Reels’ spend share declined. That does not establish account-wide creative fatigue or a universal Reels shift. Josh BW’s largest ad uses about 44% of spend; rising CPM with flat CTR and lower frequency is not enough to call fatigue.

MSL and Austin BW results remain affected by the broader missing-data issue; address them within the attribution/revenue repair. Google reporting is HYROS-only. BW VSL lead generation needs a verified retargeting handoff. No extra cold cut list is being introduced before November 12.

I’ve already sent Cole’s 1004398 — Sweaters, Soup and Your Health and Josh BW’s 1004436 — Ninety Seven Biggest Steal directly to Jordan. These are early CPA signals, not established ROAS winners. For 1004436, launch-inclusive CPA is $166.68 versus $213.10 for the three full days.

Target the bloodwork rebuild we previously discussed for November 12. Matt and I should connect on the final setup and starting budget; the prior plan covered an original IN HOUSE BW revival or properly routed VSL/DTO ABO version. Stage the transition to protect consult volume; do not launch both at full spend or abruptly shut down TOF.

Reports needed now: BW DTO old/current page test, 203 email DTO and 267 SMS DTO—live status, start date, allocation, visits, consult purchases and conversion by version. Matt reported all CHA/CBA popups removed and the OG BW test at 20%; results remain requested.

On our Friday, October 30 call, Matt and I discussed the missing main HYROS rule, the button-triggered Purchase events Matt found, and HYROS showing events as sent that were not appearing as expected in Meta. Verify genuine paid-consult purchaser events, product rules, deduplication and the optimization event before removing incorrect signals. Requested target: Friday, November 6. Matt: when are you meeting with the HYROS engineers, and what is the expected repair timeline?

Separately, we need Ricky’s current-revenue and historical-backfill dates, affected sources/accounts, and reconciliation evidence. Approximately $1.1m is reported missing; we cannot assign that missing revenue to specific audiences. Once baseline is restored, return to normal ROAS decisions and then explore a program-buyer/ROAS campaign test.

Drew confirmed that the current setup matches the intended routing. New opt-ins receive nurture first; the finished tag adds them to the active promotion for its next scheduled message, including last-call emails. Eligible contacts automatically move into the next month’s workflow on the last day of the month.

• Nurture: 11 active sequences, lasting 2–19 days.
• Timing: calendar-date checks around 10 a.m. in the contact’s timezone. No message on days with nothing scheduled; email-only contacts receive nothing on SMS-only days.
• Eligibility: purchase/booking exclusions, opt-outs and suppression rules apply. SMS requires opt-in. Winback pauses main promos, then rejoins automatically.

Routing questions closed; promotion preparation remains. Matt supplies the copy and Drew implements the new sends, including closing messages only if the end date holds. Keep current-offer banners and checkout codes aligned. This is Drew’s confirmation of the setup, not confirmation that the new messages have been built or sent.

These are planning dates, not automatic shutoff dates. If the promotion is still hitting our benchmarks for CPA, meaningful paid-consult volume and mature ROAS, we extend it. I’m not going to switch a sale just because the calendar says to. We review performance before the planned close and move the next launch, creative, banners, emails/SMS and coupon expiry together. Last-call messages only go out once the actual close is confirmed.

Use mature ROAS windows: 14 days for CHA, five weeks for bloodwork. Recent consult CPA and meaningful volume inform the earlier checks; low immature ROAS alone is not a reason to end a sale.

For Fall, Black Friday and Christmas, repeat the cellular guide we used in 2025, originally called Heal Your Cells. My December 2025 rename was Heal Anything Naturally. Use the verified renamed asset and match the cover, download, graphics and fulfillment references. The Non-Toxic Products Guide and Holiday Survival Guide were part of 2024; they are not the bonuses for this plan. The New Year bonus remains unconfirmed—do not substitute the 2024 Natural Detox Secrets guide or promise a bonus before we verify it.

Creative exceptions: retain Josh’s approved audience-specific keeps for fall. Replace his four seasonal keeps when Black Friday launches; the five evergreen BW ads can continue through later promotions while performance holds and they are not fatiguing. Leave Cole’s legacy mixed ad set unchanged November 5 and reassess November 12; new Will-only creative matches the current offer on the same Will page.