Google Ads API: the OAuth refresh token needed re-authorization, and Google is enforcing a passkey-only 2-Step Verification step-up on that account with no passkey enrolled and no self-service enrollment path available — escalated to Trafilea IT, not yet resolved as of this report. This removes: Search Impression Share, account/campaign status (suspension, policy, disapprovals), the change-event log (who changed what bid/budget/status, and when), and PMax network/asset-strength detail. Everywhere those would normally appear, this report says so explicitly instead of guessing.
Shopify: API credentials for thespadr.com are not configured in this environment yet (client ID/secret blank). The Shopify Revenue Validation section from previous reports is omitted this week rather than filled with stale or estimated numbers.
Everything else below is real, fresh CDP data for the closed week, pulled today — spend, revenue, orders, ROAS, CPA, AOV and the funnel metrics are unaffected by either gap.
📊 The headline: core paid pulled back hard from what was the best
week in the window, and the pullback is concentrated in one campaign. Core paid orders
77 → 55
(-28.6%), revenue
$5,339 → $3,716
(-30.4%), ROAS
5.83x → 4.39x
on -7.5% spend
($916 → $847). Every core segment still cleared its own ROAS target
except Bing Search Brand, which dipped below its 6.00x target for the first time in the recent window — on
just 4 orders, too small a sample to read as a trend on its own.
The single biggest mover, by far, is SR_US_BR_SpaDr_Products. Spend
$112 → $20
(-82.4%), orders
19 → 3
(-84.2%), revenue
$1,437 → $188. Pulling the daily CDP spend for this
campaign shows it running a normal $10–13/day through Sep 1, then falling to $0–4/day for every
remaining day of the week (Sep 2–6) — a clean, single-day cliff, not a gradual decline. That date and
shape match what last week's report flagged: Google Ads 966-279-5380 was reported suspended on Sep 2, with this
exact campaign paused under HAS_ADS_DISAPPROVED. I cannot confirm the campaign's or the
account's current status today — the Google Ads API is blocked (see above) — so this reading
is inferred from the CDP spend pattern alone, not confirmed via change_event or a live status check. Every other
campaign in the account kept spending on its normal pattern all week (see the daily figures in the Google
Campaigns section), which argues this is a single-campaign policy issue rather than a full account outage.
The segment absorbed the hit only because its other campaign had its best week in the window.
SR_US_BR_SpaDr_CPC_Core improved ROAS 4.77x →
6.23x on 22 → 24 orders
— that recovery is what kept Search Brand above its 6.00x target this week
(7.53x → 6.39x). If Products stays dark another week without a similar
offset, the segment will not clear target next time.
Demand Gen posted its best week yet, and is still deeply unprofitable. Orders
1 → 3, revenue
$35 → $404, ROAS
0.03x → 0.27x — against a 0.50x target and on spend that rose
+13.9% ($1,293 → $1,472).
Lifetime since launch: $7,326 for 7 orders
(0.088x). This is the third-plus consecutive week a pause/cap decision has been on the
table; spend rose again instead.
SR_US_BR_SpaDr_CPC_Core: ROAS 4.77x →
6.23x on 24 orders ($262 spend) —
its best week in the recent window, and the reason Search Brand still cleared target.SR_US_BR_SpaDr_Products fell -82.4%
in spend and -84.2% in orders, with a clean spend cliff
starting Sep 2 — consistent with last week's reported account suspension / ad disapproval. Status unverified
today (Google Ads API blocked). Top priority once API access is restored.Scope: Search Brand + Search NB + Shopping Brand + Bing Search Brand. Excludes NB PMax and Demand Gen (own sections below).
Blended total across every channel (Google Search/Shopping/PMax/Demand Gen + Bing Search), Mon–Sun weekly buckets. This is a superset of the Core Paid KPI grid above — it adds Demand Gen, which is why blended ROAS sits well below the core-paid figure.
| Segment | Spend | Orders (CDP) | Revenue (CDP) | ROAS | CPA | Target ROAS / CPA |
||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| B | A | WoW | B | A | WoW | B | A | WoW | B | A | WoW | B | A | WoW | ||
| Search Brand | $393 | $285 | -27.6% | 43 | 27 | -37.2% | $2,961 | $1,821 | -38.5% | 7.53x | 6.39x | -15.1% | $9.15 | $10.55 | +15.4% | 6.00x / $13 |
| Search NB | $362 | $373 | +2.9% | 11 | 10 | -9.1% | $821 | $695 | -15.3% | 2.27x | 1.86x | -17.7% | $32.94 | $37.28 | +13.2% | 0.40x / $90 |
| Shopping Brand | $117 | $122 | +5.0% | 17 | 14 | -17.6% | $1,144 | $855 | -25.3% | 9.82x | 6.99x | -28.8% | $6.86 | $8.74 | +27.5% | 6.00x / $13 |
| Bing Search Brand | $44 | $67 | +52.6% | 6 | 4 | -33.3% | $413 | $345 | -16.6% | 9.41x | 5.14x | -45.3% | $7.32 | $16.75 | +128.9% | 6.00x / $13 |
| Demand Gen (own section) | $1,293 | $1,472 | +13.9% | 1 | 3 | +200.0% | $35 | $404 | +1054.4% | 0.03x | 0.27x | +913.6% | $1,292.83 | $490.81 | -62.0% | 0.50x / $120 |
| Core Paid Blended | $916 | $847 | -7.5% | 77 | 55 | -28.6% | $5,339 | $3,716 | -30.4% | 5.83x | 4.39x | -24.7% | $11.90 | $15.40 | +29.5% | — |
| All Google + Bing (incl. PMax + Demand Gen) | $2,209 | $2,320 | +5.0% | 78 | 58 | -25.6% | $5,374 | $4,120 | -23.3% | 2.43x | 1.78x | -27.0% | $28.32 | $39.99 | +41.2% | — |
B = Aug 24–Aug 30 · A = Aug 31–Sep 06 (Bing rows use its own Sun–Sat week, see header). Spend WoW is grey — a rise or fall is not good or bad on its own. CPA WoW is inverted (a fall is green). ROAS and CPA in the A column are coloured against target, not against last week.
| Week | Spend | Orders (CDP) | Rev (CDP) | ROAS | CPA | CVR | AOV | CPC | Clicks |
|---|---|---|---|---|---|---|---|---|---|
| Aug 24–Aug 30 | $393.36 | 43 | $2,960.90 | 7.53x | $9.15 | 8.21% | $68.86 | $0.75 | 524 |
| Aug 31–Sep 06 | $284.95 | 27 | $1,821.37 | 6.39x | $10.55 | 7.09% | $67.46 | $0.75 | 381 |
| Campaign | Spend Aug 24–Aug 30 | Spend Aug 31–Sep 06 | WoW | Ord B | Ord A | Rev Aug 24–Aug 30 | Rev Aug 31–Sep 06 | WoW | ROAS B | ROAS A | CPA A |
|---|---|---|---|---|---|---|---|---|---|---|---|
| SR_US_BR_SpaDr_CPC_Core | $280.10 | $262.30 | -6.4% | 22 | 24 | $1,335.58 | $1,632.91 | +22.3% | 4.77x | 6.23x | $10.93 |
| SR_US_BR_SpaDr_Modifiers | $1.54 | $2.95 | +91.6% | 2 | 0 | $187.94 | $0.00 | -100.0% | 122.04x | 0.00x | — |
| SR_US_BR_SpaDr_Products | $111.72 | $19.70 | -82.4% | 19 | 3 | $1,437.38 | $188.46 | -86.9% | 12.87x | 9.57x | $6.57 |
What moved: Search Brand spend $393 → $285 (-27.6%), orders 43 → 27 (-37.2%), ROAS 7.53x → 6.39x — still above the 6.00x target.
SR_US_BR_SpaDr_Products — spend $112 →
$20 (-82.4%), orders
19 → 3. Daily CDP spend for this campaign: normal
$10–13/day through Sep 1, then $0–4/day every day from Sep 2 through the end of the week — a
one-day cliff, matching what last week's report flagged (account suspended Sep 2, this campaign paused with
HAS_ADS_DISAPPROVED). Status not verified today — Google Ads API access is
blocked, see the note at the top of this report.
SR_US_BR_SpaDr_CPC_Core moved the other way: ROAS
4.77x → 6.23x on
22 → 24 orders, spend $280 →
$262 — its best week in the recent window, and the reason the segment cleared
target despite Products' collapse. SR_US_BR_SpaDr_Modifiers reverted from a lucky
122.04x week (2 orders on $1.54 spend) to 0 orders —
noise on a tiny-dollar campaign, not a real signal either way.
Action: confirm SR_US_BR_SpaDr_Products's current status the moment Google Ads API
access is restored. If it is still paused, that is the single highest-leverage fix available in this
account.
| Week | Spend | Orders (CDP) | Rev (CDP) | ROAS | CPA | CVR | AOV | CPC | Clicks |
|---|---|---|---|---|---|---|---|---|---|
| Aug 24–Aug 30 | $362.33 | 11 | $820.88 | 2.27x | $32.94 | 6.88% | $74.63 | $2.26 | 160 |
| Aug 31–Sep 06 | $372.84 | 10 | $695.31 | 1.86x | $37.28 | 6.17% | $69.53 | $2.30 | 162 |
Spend held roughly flat (+2.9%, $362 →
$373), orders 11 → 10, revenue
$821 → $695, ROAS 2.27x →
1.86x. CPA $37 sits comfortably under the $90 target. Named _NB_
but the queries this campaign covers ("the spa dr reviews", "is the spa dr legit") are brand-research intent
— it remains the account's only genuine non-brand presence with a positive ROAS. No action needed; keep
monitoring.
| Week | Spend | Orders (CDP) | Rev (CDP) | ROAS | CPA | CVR | AOV | CPC | Clicks |
|---|---|---|---|---|---|---|---|---|---|
| Aug 24–Aug 30 | $116.60 | 17 | $1,144.43 | 9.82x | $6.86 | 7.59% | $67.32 | $0.52 | 224 |
| Aug 31–Sep 06 | $122.39 | 14 | $855.11 | 6.99x | $8.74 | 6.01% | $61.08 | $0.53 | 233 |
Spend rose slightly (+5.0%, $117 → $122) while orders fell 17 → 14 and revenue $1,144 → $855, so ROAS eased 9.82x → 6.99x — still comfortably above the 6.00x target. AOV moved $67 → $61. Impressions actually rose slightly (18,933 → 19,493) at a flat CTR, so this reads as normal week-to-week variance around a strong baseline, not a real deterioration. This is the account's one live Shopping campaign — there is currently no active Shopping NB spend.
Bing reports Sun–Sat: Week A = Aug 30–Sep 05, Week B = Aug 23–Aug 29.
| Week | Spend | Orders (CDP) | Rev (CDP) | ROAS | CPA | CVR | AOV | CPC | Clicks |
|---|---|---|---|---|---|---|---|---|---|
| Aug 23–Aug 29 | $43.91 | 6 | $413.07 | 9.41x | $7.32 | 9.52% | $68.84 | $0.70 | 63 |
| Aug 30–Sep 05 | $67.00 | 4 | $344.60 | 5.14x | $16.75 | 5.97% | $86.15 | $1.00 | 67 |
| Campaign | Spend Aug 24–Aug 30 | Spend Aug 31–Sep 06 | WoW | Ord B | Ord A | Rev Aug 24–Aug 30 | Rev Aug 31–Sep 06 | WoW | ROAS B | ROAS A | CPA A |
|---|---|---|---|---|---|---|---|---|---|---|---|
| SR_US_BR_SpaDr_CPC_Core | $28.79 | $42.34 | +47.1% | 3 | 3 | $178.71 | $243.64 | +36.3% | 6.21x | 5.75x | $14.11 |
| SR_US_BR_SpaDr_Modifiers | $7.60 | $8.68 | +14.2% | 2 | 1 | $182.41 | $100.96 | -44.7% | 24.00x | 11.63x | $8.68 |
| SR_US_BR_SpaDr_Products | $7.52 | $15.98 | +112.5% | 0 | 0 | $0.00 | $0.00 | — | 0.00x | 0.00x | — |
What moved: orders 6 → 4, revenue $413 → $345, ROAS 9.41x → 5.14x — below the 6.00x target for the first time recently — on +52.6% more spend ($44 → $67). CPA rose to $17 against a $13 target.
Campaign level: CPC_Core 3 →
3 orders at 5.75x (down from 6.21x),
Modifiers 2 → 1 order at
11.63x (down from a small-sample 24.00x),
Products 0 orders again this week — this campaign has not
converted in either week and is worth a closer look once Google Ads/Bing status data is available again.
Context, not a verdict: this segment runs on 4 total orders this week — a swing of one or two orders moves ROAS by multiples on a base this small. Treat this as a watch item, not an action item, unless a second below-target week follows.
PMAX_US_NB_TSD_Serum_HairSerumDGEN_US_NB_TSD_HairSerum_Discovery3 orders this week against 1 the week before is a real improvement in relative terms, and revenue $404 is over 10x the prior week's $35. But the base is tiny (single-digit orders), the campaign is still losing money on every dollar spent, and it is now spending $1,472/week — more than the entire Core Paid Blended budget ($847) that produced 55 profitable orders this week. ATC rate 1.73% remains far below Search Brand's, consistent with the same read as previous weeks: the events fire, people mostly do not buy.
Action: this week's improvement is not, on its own, a reason to keep funding it at this level. Make the pause/cap-at-~$50/day call, or explicitly decide to keep funding it at current spend with a stated reason — leaving it unchanged by default is the one option with no argument behind it.
Excludes NB PMax and Demand Gen — both have their own sections above and would compress this chart into illegibility (Demand Gen alone is $1,472 of spend against $404 of revenue this week).
Search NB is now the single largest spend line (44.0% of core paid spend) but only 18.7% of revenue — the mirror image of Search Brand, which is 33.6% of spend for 49.0% of revenue. Shopping Brand again punches above its weight: 14.4% of spend for 23.0% of revenue at 6.99x. Bing Search Brand is a small, volatile slice (7.9% of spend) that should not be read as a trend on 4 orders.
The concentration risk is unchanged from prior weeks: with Products down this week, an even
larger share of profitable revenue than usual is running through a single campaign
(SR_US_BR_SpaDr_CPC_Core) and the Shopping Brand campaign. There is still no working non-brand
engine at scale — PMax has been dark 46 days and Demand Gen remains a loss-maker.