Built from the account's own evidence - Motion 90-day tags, ad-level launch cohorts, the August creative dashboard - with an output floor of 140 launched ads. The deliverable is the mix: hold the proportions and the volume takes care of itself.
140 is a floor, not a ceiling - and a proposal, anchored to the Jun-Aug run-rate, until Max confirms it. Every target below is a % of total output. September's two bets: the women-45+ build-out and a funnel shift toward Solution-Aware education.
September does two jobs: it runs a four-window moment calendar (with Labor Day creative already made in August) and it corrects the account's two structural gaps - the under-served women-45+ buyer and an underfed funnel middle. Every ad is a Moment or it's Evergreen.
Make the ads match the buyer. Women 55+ drive roughly a third of purchase value at the best efficiency in the account ($57-69 cost per purchase) while deliberate 50+ creative holds under 3% of spend - and the highest-ROAS audiences (Beginners 3.95, Home Exercisers 3.59, Rut Escapers 4.13) are all starved. This model moves ~53% of output to those lanes, holds moments to a disciplined 25%, and shifts the funnel toward the education content that actually converts here.
Unique ads launched per month (distinct ad names with delivery, Meta). The program changed in May - launches went from ~11/month to 96-189 when the RSG testing engine turned on, and spend followed ($16K → $40K) at steady efficiency.
The machine ships ~146/month at full throttle and September's calendar needs every bit of it. The 140 floor holds the cadence - but the quality flag from the cohort data matters more than the count: only 7% of internal launches become winners, largely because near-duplicate campaign copies count as launches. Fewer duplicates, more distinct concepts, same floor.
* AUG = full-month pace from 25 days actual (131). † SEP = the 140 floor. Spend line = Meta $K. Jan-Apr reflects the previous low-volume regime.
Crossrope has no formal persona research doc, so this architecture is derived from what the account already proved: Motion audience tags with 90-day ROAS, the age-gender purchase data, ad-name history, and retention curves. It is flagged as such - and it is still a clear map.
| Lane · the evidence | Today | Sept output |
|---|---|---|
| Women 45+ Strength & LongevityWomen 55+ generate roughly a third of purchase value at the account's best efficiency, but get under 3% of deliberate creative. The biggest base-vs-output correction in the model. | ~32% of purchase value (F55+)TODAY / BASE | 18%OF SEPT OUTPUT |
| Cardio Haters / Home / BeginnersHome Exercisers 3.59, Beginners 3.95, Rut Escapers 4.13 - the three highest-ROAS audiences all sit under 8% of spend each. Combined they take 35% of September output. | Top-ROAS audience tags (3.6-4.1)TODAY / BASE | 35%OF SEPT OUTPUT |
| Broad / genericBroad-tagged creative is 43% of spend at account-average returns. The model does not kill it - it converts it: every brief now names a persona, so 'Broad' stops being a lane. | 43% of tagged spend @ 2.25TODAY / BASE | (absorbed)OF SEPT OUTPUT |
| MomentsFour dated windows. Labor Day creative was made in August, so September's moment budget concentrates on the Fall Reset flagship. | 25% capTODAY / BASE | 25%OF SEPT OUTPUT |
Current spend share is the diagnosis; output share is the correction. Broad-tagged creative shrinks as briefs get persona names. The women-45+ and high-ROAS niche lanes get far more than their current share because they have been starved relative to what they return. As September banks data, the mix re-paces.
The first decision on any brief. A Moment ad is built for a dated window and retired when it closes. An Evergreen ad runs always-on against a persona's durable pain. The split is the target proportion of total output.
If a brief can't name the dated offer it's for, it's Evergreen - and it should lead with a persona pain, not a discount. The Back To Fitness sale proved the point in August: the campaign stopped delivering the day the sale ended. Evergreen is what carries October.
Each window's share of the ~36 moment ads. Labor Day enters small by design: the sale creative was produced in August, so September pays only for urgency.
| Window · what's in it | % of moments | IMG / VID |
|---|---|---|
| 1Labor Day Sale - Last CallAug 27 - Sep 8. 20% off sitewide. The batch was produced in August; September ships only urgency tops: last-call statics, countdown overlays on the two best sale ads, one final-hours cut. Retired 9/9. | 17%≈6 ADS | 4 / 2 |
| 2Fall Fitness Reset + AMP Fall ToolsFLAGSHIPSep 10 - 30. Back-to-routine season. Re-skin the Back To Fitness winners (2.05 blended) into fall language - no discount, routine + indoor-cardio framing - with the AMP fall tools beat (email 9/17) as the product news. | 42%≈15 ADS | 6 / 9 |
| 3Ropeless FocusSep 15 + Sep 29 beats. Two calendar beats for ropeless. Fresh hooks on the proven ropeless bodies (AMP Vibe edit, Phoenix, San Fran) + the knee-pain crossover angle, all routed to lp-ropeless (2.30 at scale). | 22%≈8 ADS | 2 / 6 |
| 4Team Week Free US ShippingSep 22 - 23. 48-hour shipping window. Statics-led, built from the Under-$100 deal skeleton (3.4+); live by 9/19, retired 9/24. | 19%≈7 ADS | 5 / 2 |
| Σ All Moments | 100% ≈36 ADS | 17 / 19 |
The Fall Reset is the flagship and the cheapest one on the board - its base layer is a re-skin of the Back To Fitness winners (BackToFitAd2 static, BTF Ropeless video) into no-discount routine language, briefed by 9/5 so it is live when the sale ends 9/8 and the account needs fresh delivery. Team Week statics ship from the proven deal skeleton by 9/19. Everything dated dies on schedule: Labor Day 9/9, Team Week 9/24.
The share of total output each lane should get. Ad counts (at the 140 floor) shown for reference - scale to actual volume. Gold = lean-in / new / moment lanes.
| Persona / lane | % of output | Share | # at 140 |
|---|---|---|---|
| Women 45+ Strength & LongevityLEAN IN | 18% | 25 ads | |
| Cardio Haters & Rut Escapers | 13% | 18 ads | |
| Home & Small-Space Exercisers | 11% | 15 ads | |
| Beginners & Skill Learners | 11% | 15 ads | |
| Busy Parents & ProfessionalsNORMALIZED | 9% | 13 ads | |
| Hybrid Athletes & Knee-Pain Ex-Runners | 8% | 11 ads | |
| Micro-Persona Test Lane (GLP-1 + 2 more)NEW | 5% | 7 ads | |
| Fall Fitness ResetMOMENT | 10% | 15 ads | |
| Ropeless FocusMOMENT | 6% | 8 ads | |
| Team Week Free US ShippingMOMENT | 5% | 7 ads | |
| Labor Day Last CallMOMENT | 4% | 6 ads | |
| Total | 100% | 140 floor |
Each % is anchored to Motion 90-day tags, the age-gender purchase data, retention curves from the August dashboard, or the September calendar. This is the brief-level "why" for the creative team and creators.
The account's quiet superpower. Women 55-64 are the single biggest spend cell ($22.0K/90d at 2.52) and women 65+ are the most efficient ($57 cost per purchase at 2.85) - yet the Women Over 50 creative lane holds only 2.9% of tagged spend at 2.84. The Notes-W50+ format is also the deepest-retention text format on the account (43% of plays reach the 25% mark). Menopause strength, bone density, and joint-friendly cardio sub-lanes turn this from one ad into a franchise.
The core problem-aware lane, sharpened. Exercisers In A Rut runs 4.13 on 1.4% of spend and Fitness Skeptics 1.87 on 1.5% - same human, different execution quality. The fix is specificity: 'I hate running' confessions, treadmill-boredom contrasts, and the CardioHaters notes format, instead of generic weight-loss promises (the Weight Loss & Fat Burn angle is the worst major angle at 1.88 on 11.5% of spend).
Home Exercisers returns 3.59 on just 7.3% of tagged spend - the second-best audience ROAS at meaningful volume. Convenience & Portability is already 16% of spend but executes at 2.21; the gap says the angle wins when it is apartment-specific (no space, no noise, hotel rooms) and loses when it is generic. The No Space statics exist but have under $1 of delivery - relaunch the idea properly.
Beginners run 3.95 on 5.4% of spend and Learn A Skill is the second-best major angle at 3.30. How To formats return 3.10. Jump rope has a real skill barrier and the data says teaching through it converts: 'can't jump rope? 15 tricks' style content, first-week progressions, and the ropeless on-ramp for the totally uncoordinated.
Proven but adequately served: Busy Parents tag at 2.34, the BusyMoms notes ads, 10-minute workout framing. It keeps a solid single-digit share while the over-indexed generic lanes give share back to the growth lanes above.
People With Injuries returns 2.65 on 9.2% of spend, and ropeless is the product answer for anyone whose knees ended their running. Split the lane: hybrid athletes (weighted ropes as cross-training, Jasem/Damian style) and the low-impact rehab-adjacent buyer (ropeless, joint-friendly). Careful, structure/function language on anything injury-adjacent.
The whitespace bets, led by the biggest untested persona in fitness right now: GLP-1 users trying to keep muscle while the weight comes off. Weighted jump ropes are literally strength + cardio in one tool and nobody in the category owns this conversation. Plus two smaller probes: the data-driven optimizer (AMP counts every jump) and the cold-weather cardio switcher (September timing).
September's flagship moment: the back-to-routine reset window (Fall Fitness Tools email 9/17, Fall Motivation SMS). Summer ends, schedules return, indoor cardio season starts - the natural re-cut of the Back To Fitness batch that just ran at 2.05, aimed at fall language instead of sale language. AMP fall tools give the product beat.
The calendar gives ropeless two dedicated beats (9/15 and 9/29 emails). Paid mirrors them: the ropeless LP takes $6.9K/mo at 2.30, Phoenix's ropeless workout hit 4.31, and the AMP Vibe ropeless edit is the internal workhorse at 2.65 MTD / 4.20 L7D. Fresh hooks on proven ropeless bodies, plus the knee-pain crossover.
Sep 22-23 window. Free Shipping messaging runs 2.11 in Motion - workable, not special - so this stays a tight statics-led lane built off the proven deal-static skeletons (Starter Sets Under $100 ran 3.4+ into /collections/deals). Live by 9/19, retired 9/24.
The sale runs Aug 27 - Sep 8 and the creative batch was produced in August - September only ships the urgency layer: last-call statics, countdown overlays on the two best sale ads, and one final-hours cut. Everything retired 9/9.
The two build lanes get allocated at the sub-persona level so every brief targets a specific human, not a category. Counts are the first allocation - re-paced as September data lands.
| Sub-persona | # ads |
|---|---|
| Menopause Strength BuilderStrength loss after menopause is the pain; weighted ropes are the answer. The blog LP (bone health) ran 2.40 on scraps. Structure/function language only - 'supports strength' not treatment claims. | 7 |
| Bone Density SeekerImpact loading for bone health - jump rope's most defensible over-50 claim. Educational Expert Explainer format (2.71). Legal pass on all bone-health copy. | 6 |
| W50+ Notes ReaderThe proven format: Notes-style text hooks (43% of plays reach 25%, 2.92 ROAS). Extend the series - joint-friendly cardio, 'at 55 I finally found cardio I keep'. | 6 |
| Empty-Nester RestartTime finally back, health suddenly front of mind. Transformation & Results framing (2.61) with 50+ faces, not 25-year-olds. | 3 |
| Active-Aging Skeptic'Jump rope at my age?' objection-first creative. Us vs Them format (3.08) against walking-only routines. | 3 |
| Σ Women 45+ Strength & Longevity | 25 |
| Sub-persona | # ads |
|---|---|
| GLP-1 Muscle KeeperLosing weight fast and worried about losing muscle with it. 'Keep the muscle, lose the weight' - weighted ropes as strength + cardio in one. No drug references, no medical claims; legal pass before launch. | 3 |
| Data-Driven OptimizerAMP counts every jump and syncs the app - the Whoop/Oura crowd wants numbers. Demo format (2.89) with on-screen stats. | 2 |
| Cold-Weather Cardio SwitcherRunners and walkers about to lose their season. 'Your winter cardio plan fits in a drawer.' September is exactly when this lands. | 2 |
| Σ Micro-Persona Test Lane | 7 |
Health-adjacent creative uses structure/function language only - "supports bone health," "helps you keep strength" - never diagnosis, treatment, or outcome claims. GLP-1 creative references no drugs by name and gives no medical advice. Bone-density, menopause, and GLP-1 copy gets a legal pass before launch.
The specific humans the account has not properly tested (GLP-1, optimizer, cold-weather, small-space) or has barely fed despite loud signals (menopause builder, knee-pain ex-runner). These are briefing lenses - every concept names one where it applies.
Losing weight fast, scared of losing muscle. Weighted ropes = strength + cardio in one 20-minute tool. No drug talk, no medical claims - 'keep the muscle while the weight comes off.'
Strength and bone density after 50. Impact loading + resistance in one, taught by 50+ faces. Structure/function language, legal pass on health copy.
Running ended, cardio need didn't. Ropeless = zero-impact rhythm cardio. 'I miss running. My knees don't.'
No garage gym, thin walls, zero storage. The whole gym fits in a drawer, and ropeless swings in a hallway.
The wearables crowd. AMP handles count jumps, the app tracks streaks - cardio with a scoreboard nobody else has.
Outdoor season ending. 'Your winter cardio plan fits in a drawer' - the Fall Reset moment's evergreen twin.
Menopause Builder lives in Women 45+ · Knee-Pain Ex-Runner spans Hybrid Athletes and Ropeless Focus · Small-Space lives in Home Exercisers · GLP-1, Optimizer and Cold-Weather share the test lane's 7 ads (cold-weather also feeds the Fall Reset). Micro-personas share their parent lane's budget - they are how the % gets spent, not a new line item.
The % of output aimed at each funnel stage, with 90-day ROAS mapped from Motion angles, formats and hooks. The direct answer to "which part of the funnel needs the focus": Solution Aware - the account's best returns live mid-funnel and the stage is underfed - while Problem Aware needs a quality fix, not more volume.
| Awareness stage | Sept % | 90d ROAS | Verdict | The recommendation, and why |
|---|---|---|---|---|
| Unaware | 6% | 3.54x | hold small | Fun & Enjoyment content (3.54) and color-drop news keep audiences fresh. Small on purpose - this account converts on education, not vibes. |
| Problem Aware | 26% | 2.10x | fix quality, not size | The biggest stage and the weakest execution: generic Weight Loss & Fat Burn is 11.5% of spend at 1.88. Keep the share but re-aim every problem-aware brief at a named persona pain (knees, menopause strength, rut, no space). |
| Solution Aware | 30% | 3.20x | LEAN IN - the focus stage | Why jump rope / why weighted: Learn A Skill 3.30, Calorie Burn 3.26, How To 3.10, Full Body 2.67. The account's best returns live here and the stage is underfed - this is September's funnel bet. |
| Product Aware | 23% | 2.85x | lean in | Why Crossrope: Demo 2.89, Us vs Them 3.08, app + AMP announcements 2.71. The moat content - weighted system, counting handles, app - that nobody else can copy. |
| Most Aware | 15% | 2.60x | calendar-earned | Labor Day last call, Free Shipping, Ropeless beats. Price Promotion runs 2.60; the 15% matches the calendar and collapses in October. |
Stage ROAS is mapped from angle and format tags, not a literal stage field - and format signals awareness regardless of theme (a relatable creator confession functionally meets a cold viewer). Use the split to brief the balance of the funnel, not as a hard contract per ad. Most Aware's share is calendar-earned and collapses in October.
Spend share and ROAS are trailing-90d Motion data (asset-type + visual-format lanes). The Sept Target % is what each lane's share of output should be. cyan = video · rose = image.
| Format lane | 90d spend share | ROAS | Sept target | Verdict |
|---|---|---|---|---|
| UGC Video vid | 2.49x | 38% | Volume engine at below-family efficiency. Hold, raise the hook bar | |
| Lifestyle-Product Image + Text img | 3.03x | 14% | The statics workhorse. Make more | |
| UGC Mashup vid | 2.81x | 10% | Creator mashups scale clean. Grow | |
| Offer / Deal Static img | 2.68x | 8% | Team Week + last-call need them. Moment fuel | |
| Hybrid (UGC + production) vid | 2.94x | 6% | Quietly efficient. Grow slightly | |
| Lifestyle Image + Text img | 3.21x | 6% | Best image ROAS. Grow | |
| Collage / Us-vs-Them Static img | 3.55x | 6% | Collage 4.45, Us vs Them 3.08 on scraps. Triple it | |
| High Production / Founder vid | 2.59x | 5% | Founder series needs tighter cuts. Hold | |
| GIF / Stop-Motion img | 2.06x | 4% | Stop-animation exists but unproven here. Test properly | |
| Carousel img | - | 3% | Zero today. Skill-progression + colorway stories. Test | |
| IMAGE family | ~16% spend · 3.0x | strong | → 41% | Underfed vs efficiency → rebalance up |
| VIDEO family | ~84% spend · 2.5x | mixed | → 59% | Over-indexed (UGC) → hold, raise the hook bar |
UGC eats 64% of spend at the video family's weakest efficiency while every image lane returns 2.7-4.5x on scraps - so September rebalances toward ~40% image output. The statics program (deal skeletons, collage, us-vs-them, first carousels) does the lifting; UGC stays the reach engine with question-led and how-to hooks replacing FOMO and bold claims.
Pick a row and a column to get a brief. Counts at the 140 floor; scale to your volume. Color intensity = priority weight within the row.
| Persona / lane | Primary awareness | Static | Video | GIF / Stop-Mo | Carousel | Total |
|---|---|---|---|---|---|---|
| Women 45+ Strength & LongevityLEAN IN | Problem / Solution | 8 | 15 | 1 | 1 | 25 |
| Cardio Haters & Rut Escapers | Problem Aware | 4 | 13 | 1 | · | 18 |
| Home & Small-Space Exercisers | Problem / Solution | 5 | 9 | · | 1 | 15 |
| Beginners & Skill Learners | Solution Aware | 3 | 11 | 1 | · | 15 |
| Busy Parents & ProfessionalsNORM | Problem Aware | 3 | 10 | · | · | 13 |
| Hybrid Athletes & Knee-Pain Ex-Runners | Solution / Product | 2 | 9 | · | · | 11 |
| Micro-Persona Test LaneNEW | Problem / Solution | 3 | 4 | · | · | 7 |
| Fall Fitness ResetMOMENT | Solution / Most | 6 | 7 | 1 | 1 | 15 |
| Ropeless FocusMOMENT | Product Aware | 2 | 6 | · | · | 8 |
| Team Week Free ShippingMOMENT | Most Aware | 5 | 2 | · | · | 7 |
| Labor Day Last CallMOMENT | Most Aware | 4 | 2 | · | · | 6 |
| Total · 140 floor | Static 32% · Video 63% · GIF 3% · Caro 2% | 45 | 88 | 4 | 3 | 140 |
"Women 45+ x Video x 15" means 15 videos split across the five sub-lanes on the sub-persona slide, 50+ casting, question-led hooks. The static counts skew toward moments and the education lanes where image formats already out-earn video. Output image share (37%) sits slightly under the 41% spend-target on purpose - statics earn more spend per ad.
Both creative lanes (per the confirmed team mapping: everything is internal; whitelisting/Insense splits out). 1) Find your card 2) read the % mix 3) multiply by your committed volume 4) split across the persona % (view 1) and name the sub-persona on every brief. The proposed 85/55 split shifts share toward whitelisting on the back of its 26% winner rate - confirm the committed counts.
Women 45+ creator lanes ~25% · Ropeless Focus + knee-pain crossover ~20% · Beginners / skill content ~20% · Cardio Haters confessions ~15% · Fall Reset creator beats ~10% · GLP-1 + micro-tests ~10%.
Nikki (Earth & Owl) gets 3-4 new hooks on the proven body per batch - she is the franchise. Claire's ropeless-first cut, more Phoenix ropeless, and the strongest 2-3 creators from the Aug 24 drop get real budget. Critical gap: the roster skews young - cast 2-3 women 50+ creators this month; the demo data says that is where the cheapest purchases live. Front-load product reveal inside 5 seconds and ship 9:16 caption-safe masters.
Fall Reset kit ~18% · statics program (deal, collage, us-vs-them, carousel tests) ~25% · W45+ Notes series + menopause/bone education ~20% · AMP Vibe hook multiplication + ropeless recuts ~15% · Team Week + last-call kits ~15% · GLP-1 / optimizer / cold-weather probes ~7%.
Multiply what holds attention: the AMP Vibe demo body (3 new hooks: unboxing cold-open, 'I hate cardio' confession, calorie-counter overlay) and the Notes-W50+ series extension. On statics, the color-drop and price-anchor skeletons are proven - produce the fall + Team Week variants from them. Stop shipping same-creative campaign copies as separate launches; brief distinct concepts so Entity IDs diversify.
Motion 90-day data (top-60 ads, ~$92K of spend) classified by the confirmed team mapping, plus the last-month launch cohort (Jul 26 - Aug 25) from daily ad-level data. Winner bar scaled to this account: $100+ spend at 2.0x+. Account blended: ~2.6x (Motion metric).
| Lane · feedback | 90d spend | 90d ROAS | Last-mo launches | Grade |
|---|---|---|---|---|
| Whitelisting / InsenseThe winner factory: 53 launches in the last month produced 14 winners (26% hit rate) at 2.19 cohort ROAS, on top of 2.64 blended. Earth & Owl, Phoenix, and Dave-Founder all validated new bodies. Feedback: earns share - the proposed split moves whitelisting to ~40% of September output. One ask: creator age diversity (see playbook). | 2.64x | 2.19x · 14 wins / 53 | A- | |
| Internal CreativeBlended efficiency matches whitelisting (2.63) and the AMP Vibe + Notes formats are genuinely strong - but 130 launches produced only 9 winners (7%). The drag is structural: near-duplicate copies across campaigns split delivery and count as launches without being new ideas. Feedback: fewer, more distinct concepts; the statics program and W45+ series are the September proving ground. | 2.63x | 2.12x · 9 wins / 130 | B |
Grade → share → re-grade. A-grades earn volume share next month (hence the proposed shift toward whitelisting); B holds with a specific fix. The grade weighs two lenses because a strong blended number can ride on old winners - new-winner production is what keeps a lane alive when veterans fatigue. Re-grade on 10/1.
These figures are Meta in-platform purchase attribution and will not match Statlas or MER. Use them to compare lanes against each other, not against the P&L. The 90d blended covers the top-60 spend groups (~83% of account spend).
The actionable layer - each move names a share, an angle, and an owner.
The single largest gap between who buys and what gets made. Five sub-lanes (menopause strength, bone density, Notes series, empty-nester, active-aging skeptic), 50+ casting, structure/function language with a legal pass on health copy.
The funnel's middle is where this account prints and it is underfed. Teach the why: skill progressions, calorie science, full-body mechanics. Problem-aware stays big but gets persona-sharpened; the answer to 'which stage needs help' is this one.
The biggest persona nobody in fitness equipment has claimed: rapid weight loss, muscle anxiety, need for efficient resistance + cardio. Three probe ads, careful compliance (no drug claims), measured against the 2.0x winner bar.
The worst major angle on the account. Every weight-loss brief now routes through a persona (GLP-1, menopause, rut escaper) or reframes as Calorie Burn (3.26). lp-weight-loss-v1 (3.86 on scraps) is the destination to scale against.
A quarter of spend opens with the two weakest hook tactics. Rebrief hook menus: question-led and how-to-led openers first, FOMO reserved for genuine moment windows.
Every image dollar out-earned UGC by 20-30% over 90 days. The statics program (deal, collage, us-vs-them, carousel tests) plus tripled collage output does the rebalancing; UGC keeps reach with a higher hook bar.
Labor Day ships only last-call tops. The Fall Reset re-skins proven sale-batch layouts into no-discount routine language, Team Week borrows the deal-static skeleton, Ropeless rides its two calendar beats. Everything dated dies on schedule.
The refresh engine just dipped: recent creative fell to 28% of spend as sale batches aged out. Feed the strongest Aug 24 creators real budget, keep the 140-ad cadence, and replace near-duplicate campaign copies with genuinely distinct concepts so every launch buys a new Entity ID.
The 140 floor is proposed against the Jun-Aug run-rate; Max confirms or adjusts it. The % splits come from Motion 90-day tag performance, the demographic purchase data, Supermetrics launch history, the August creative dashboard, and the September calendar. Refreshed monthly; lanes graded on the 1st.
| Output floor (proposed - confirm) | 140 launched ads |
| Proposed vendor split | ~85 Internal + ~55 Whitelisting/Insense |
| Moments / Evergreen | 25% / 75% |
| Image / Video | ~40% / ~60% |
| Persona architecture | 7 evergreen lanes · 4 moments · 6 micro-personas |
| Funnel focus | Solution Aware to 30% of output |
| Labor Day note | creative produced in August · Sept = last call only |
| Trailing Meta spend (Aug pace) | ~$40K/mo |
| 90d Motion blended ROAS | ~2.6x (top-60 ads) |
| Winner bar (this account) | $100+ spend at 2.0x+ ROAS |
| Motion · 90d SPEND + glossary | audience / angle / format / hook ROAS |
| Motion · age x gender 90d | casting read (women 45+ lead) |
| Motion · landing pages Aug | lp-ropeless, deals, weight-loss-v1 |
| Supermetrics · 13mo ad-level | volume chart (unique ad names) |
| Supermetrics · daily ad-level Jun-Aug | launch cohorts, winner rates, recent-share trend |
| Aug creative team dashboard | retention curves, WL vs INT, weekly recent-share |
| September marketing calendar | moment windows (screenshots) |
| Client note - Max 8/26 | Labor Day assets already produced in August |
| Team mapping (confirmed) | Whitelisting/Insense vs Internal |
| Cadence | refresh monthly · grade vendors on the 1st |
The floor and the 85/55 team split are proposals, not commitments. The persona architecture is derived from Motion tags, demographics and ad-name history - Crossrope has no formal persona research doc, so base shares are evidence-weighted estimates. Awareness-stage ROAS is mapped from angle/format tags, not a literal stage field. Sub-persona counts are a first allocation, re-paced as data lands.
These are proportions, not quotas. 140 is the floor - whatever ships, hold the mix, name a persona and sub-persona on every brief, and count distinct concepts (not campaign copies) toward the floor. The companion Creative Plan workbook turns this into named, briefed concepts on request.