- Blended (why the totals moved):
Orders jumped 57→73 (+28%) and revenue $4,068→$4,990 (+23%) on essentially flat spend ($2,198.79→$2,164.77, -1.5%), pushing ROAS 1.85x→2.3x (+24%). This is a real performance gain, not a mix artefact: Search Brand added +$590 revenue (mostly the Products campaign), Reviews added +$293, and Shopping Brand added +$43, while Demand Gen spend was cut $134 (1426→1292) for flat $35 revenue — less wasted spend diluting the blend also helped the ratio. Net effect: growth is concentrated in brand/lower-funnel, and Demand Gen remains dead weight on last-click that needs a GA4-assisted check before judging.
- Search Brand:
Strong week — 45 orders (was 35, +29%) and revenue $3,089 at 7.85x (was 6.29x), on flat spend ($393 vs $397). Products drove it: 19 orders / $112 at 12.87x (prev 10 ord/$68/8.42x, orders +90%). CPC_Core pulled back spend 14% ($327→$280) and orders slipped 25→24, ROAS softening 5.88x→5.23x — a deliberate/incidental spend cut, not a demand problem. Brand IS held flat (91.1% vs 92%), so the lift is efficiency-driven, not impression-share expansion.
- Search Non Brand (Reviews):
Reviews continues to scale profitably: 10 orders (was 6, +67%) and revenue $721 at 1.99x (was 1.55x) as spend rose 31% ($277→$362). All volume sits in the single SR_US_NB_SpaDr_Reviews campaign. IS held steady at 83.2%, meaning gains came from conversion efficiency, not more auction share — still sub-2x, so keep monitoring true margin, but trend is clearly improving with added spend.
- Shopping Brand:
17 orders (was 15, +13%) and revenue $1,144 (was $1,101, +3.9%), but spend rose 18% ($99→$117), so ROAS eased 11.12x→9.82x (-12%). CPA is still excellent at $6.86, so this remains highly profitable, but the order/revenue growth didn't keep pace with the spend increase — worth checking CPC creep on SHP_TSD_US_PPT_ACQ_VOLUME_CBO_WK45, the sole campaign in this segment.
- Pmax Non Brand (Serum):
Zero spend and zero orders again this week, matching prior week — campaign remains inactive/paused. No impact on blended totals; flag if this was meant to be live.
- Demand Gen (Discovery):
1 order both weeks on the HairSerum_Discovery campaign, but spend fell $134 (9.4%, $1,426→$1,292) for the same $35 revenue, so ROAS "improving" 0.02x→0.03x is purely a spend-mix artefact, not a real gain. This is a classic 1dc-undercounting case for upper-funnel — before pausing further, pull GA4 assisted conversions to see if Discovery is quietly driving brand search/Reviews volume; if assisted conversions are also weak, this $1,292/week has no defensible case.