Weekly Performance Pulse
Most recent week first, with five-week context and simple action guidance.
Five-Week Trend
Trend read across sales mix, volume, and efficiency.
| Week | Marketplace Sales | Ad Sales | Organic Sales | Organic Ratio | ACOS | ROAS | CVR | Commentary |
|---|
Next Week Focus
Action plan tied to the latest week and five-week trend.
Protect the WK24 recovery
Marketplace sales rebounded 26.6% WoW and ad sales rose 26.7%. Maintain the campaigns that drove the recovery before adding broader scale.
- Hold budget on efficient SP winners.
- Review WK23 losers that recovered in WK24.
- Keep ACOS guardrail near 20%-23%.
Rebalance SP and SB pressure
Spend is heavily SP-led at 71.3%, with SB at 28.7%. Keep SP as the core, but use SB to lift consideration and branded demand.
- Refresh SB creative and landing pages.
- Test SBV against top margarita/mixer keywords.
- Separate efficiency core from growth tests.
Monitor conversion quality
CVR recovered from 11.53% to 14.95%. Next week should verify whether the lift is repeatable or a one-week rebound.
- Track spend by ASIN and match type.
- Pause only clear inefficient leakage.
- Do not cut demand while ROAS is stabilizing.
Budget
Keep total spend close to the WK22-WK24 range unless ROAS stays above 5.0. Push incremental dollars only into proven terms and clear seasonal opportunities.
Creative
SB and SBV should reinforce flavor, occasion, and premium cocktail use cases. Tie creative tests to CTR and CVR, not impressions alone.
Measurement
Judge next week by sales recovery plus efficiency: marketplace sales above $12K, ad sales above $7.5K, and ACOS controlled near 20%-23%.
Hold sales momentum while keeping ACOS near 20%-23%.
WK24 was a healthier week because sales, conversion, and efficiency all improved together. The next move is controlled scale: protect the efficient core, test SB/SBV growth, and avoid blanket cuts unless ACOS breaks above the target range.