- Search Brand:
Strong rebound — 36 orders (was 18, +100%) and revenue $2,467 at 6.54x (was 3.89x, +68%). CPC_Core led it: 31 orders / $304 at 7.12x (was 14 ord/$232/3.87x), the clear driver of the week's brand surge. SR_US_BR_SpaDr_Products added 5 orders/$67 at 4.52x, essentially flat YoW, while Modifiers and Reviews (brand) stayed dormant at $6/$0. Brand IS held nearly flat at 90.3% (prev 90.4%), confirming the gain came from conversion efficiency/CPC, not incremental auction share.
- Search Non Brand (Reviews):
Efficiency deteriorated — 3 orders (was 4, -25%) on spend up to $217.68 (was $130.02, +67%), dropping ROAS to 0.55x (was 1.18x) and pushing CPA to $72.56 (was $32.51). SR_US_NB_SpaDr_Reviews is the only campaign here and mirrors the segment exactly: 3 ord/$218/0.55x vs prior 4/$130/1.18x. Reviews IS actually improved to 74.3% (prev 70.5%, +3.8pt) — the extra spend bought more auction presence, but CPCs and/or intent quality softened enough to erase the ROAS.
- Shopping Brand:
Roughly flat — 13 orders (unchanged) on spend down to $298.07 (was $339.44, -12%), ROAS 2.3x (was 2.39x, -4%). SHP_TSD_US_PPT_ACQ_VOLUME_CBO_WK45 carried the segment, growing to 12 ord/$238 at 2.73x (was 11/$187/2.87x, +9% orders). SHP_TSD_US_BR_HairMask_NightCream_PURCHASE fell hard — 1 ord/$60 at 0.6x vs prior 2/$152/1.81x — a -67% ROAS swing that offset most of VOLUME_CBO's gain.
- Pmax Non Brand (Serum):
Zero last-click orders again this week — 0 ord on $159.42 spend (was 1 ord/$409.65 at 0.17x), with the team cutting spend -61% WoW on PMAX_US_NB_TSD_Serum_HairSerum, the only active campaign. 1dc materially undercounts PMax by design; before cutting further, pull GA4 assisted conversions/revenue to see if this upper-funnel spend is still earning its keep despite the last-click blank.
- Demand Gen (Discovery):
Spend jumped +72% to $1,358.18 (was $791.11) with zero last-click orders in both weeks — DGEN_US_NB_TSD_HairSerum_Discovery is the sole campaign and remains unmeasurable on 1dc attribution. This is now the single largest line item in the account with no direct conversion signal, so judge it strictly on GA4 assisted conversions/view-through before approving any further budget increase.