This week
Jul 31 – Aug 6 · all sources
Spend vs new MRR — last 14 days
Spend up 10%, new MRR up 9% — efficiency is holding, one campaign isn't.
CAC by channel
What needs your attention
What happened — $1,260 spent since Jul 17 for 21 trials and not a single conversion to paid.
Why — The audience is beauty hobbyists, not business owners — its trials never add a second staff member or connect a calendar, the two activation signals every paying account shows.
What happened — Burned $310 in 7 days for 3 trials and 0 customers.
Why — Broad match drifted off-topic — 68% of search terms are things like “free booking app” and “appointment excel template”, queries that never pay for software.
What happened — Frequency hit 3.1; CPM up 14% week-over-week.
Why — Your best creative is 4 weeks old. Historically this account's CPM jumps ~20% once frequency passes 3.
What happened — Top-5 for 3 commercial queries you also bid on; clicks +28%.
Why — The July comparison page started ranking. Brand campaign pays for ~$120/week of clicks organic would catch for free.
What happened — 3 clinic cancellations this month cite the same gap; 14 support conversations request it.
Why — Clinics send appointment reminders by SMS, not WhatsApp. The gap clusters in your highest-ARPA segment — fixing it protects $126/mo and unblocks the clinic funnel.
Dekstr has been working
- Flagged Meta “Broad interests” — 3rd week with 0 paying customersToday 07:12
- Persona test finished: “No-shows” A/B — variant A wonAug 5, 16:40
- Added 14 negative keywords to the Brand campaignAug 3, 11:26
- Weekly brief sent — email + WhatsAppAug 3, 09:00
- Creative fatigue warning raised on “Salon owners lookalike”Aug 2, 18:05