Where revenue actually came from this week: new vs returning by store. Every row clicks through to its channel page; the full driver detail lives there.

The week turned on traffic: sessions jumped +12.2% to 9,920 and total sales followed to $83,953 (+2.9%), but CVR slipped again to 2.62% (−0.33pt) — volume showed up before intent did. Discounts deepened to 20.7% of gross (+4.0pt), which financed the AOV lift to $93.55 (+3.1%); the Deep Dive walks the gross-to-net cost of that depth. New-customer revenue stabilized at $19.3k (+1.1%) and returning rose 3.5% to $64.6k. Checkout completion improved a second straight week (+1.7pt to 50.8%) — the funnel leak has moved upstream to cart→checkout (−10.3pt). vs PY not pulled this run.

Two corrections first: this is a full 7-day week (complete through Aug 16, no lag) and W32 restates to $23,556 — last week’s $19,799 print was a 6-day read, so the “flattening” call was an artifact. Against the honest base, W33’s $19,570 is −16.9%, and the driver is conversion: sessions were flat (1,165 vs 1,175) while units fell 16.8% to 188; ASP held at $104.10 — the Deep Dive isolates the order-item-% drop. MTD is $48,065, 37.0% of the $130k month. The AFN new/returning split is blocked again (Seller Central daily download cap hit Aug 21); the split on the nested pages still reads as of Aug 9.

Nord Media’s second full week — the two linked weeks are now complete — and the buying got cheaper without getting more productive: spend rose 8.3% to $23.7k while CPM fell 13.3% to $61.81, CTR climbed to 1.67%, and purchases jumped to 142 (CPP $167.01, −15.4%). The king barely moved: new-customer revenue $19,321 (+1.1% WoW), so aMER slid 0.87→0.81 — the extra dollars bought impressions, not new customers. MTD the king basis sits at $46.1k against the $120k August goal. That tension is the diagnosis (see the Deep Dive diagnosis line): the house gate says no Meta scaling while aMER is below goal, yet spend rose ~8% while aMER fell — hold Nord Media to the gate and let creative, not budget, carry week three.

Spend came back: $2,126 this week (+119.6% off the W32 dip) and ad-attributed sales followed to $7,319 (+19.2%) at a blended ROAS of 3.44 — the W32 collapse reads as the anomaly, not a trend change. SP did the volume ($6,395 on $1,806); SB added $924 with 63.4% new-to-brand ($586); SD was idle. SP CPC printed $2.27, +8.1% on last week’s SP-only read — the Deep Dive flags it as the structural watch item. MTD is clean this run: $17,123 sales on $4,491 spend, date-bounded Aug 1–16, no estimate carried. One caveat: 14-day attribution restates the newest days upward, so this week will read better next Monday.

Volume arrived and mostly converted: LPVs rose 26.5% to 4,121, ATCs jumped 39.1% to 459 (11.1% of LPVs) and checkouts followed at +24.5% to 346 — PR/LPV ticked up to 3.45% (+0.04pt), still 0.75pt under the 4.20% goal. But the leak moved back a step: ATC→checkout gave back last week’s recovery (84.2%→75.4%) while checkout→purchase held at 41.0%. Session quality was flat-to-better: GA4 shows 4,340 paid sessions at 1:15 average duration, so the new buying is bringing real intent that stalls at the cart handoff. The Deep Dive diagnosis points the fix there — and W4’s no-template-change rule during live tests still applies.

First, the restatement: W32 re-pulled Aug 21 came back 16% higher at $5,007 — Google restates conversions for days, so week-one reads are provisional. Against that restated base, W33 printed $4,810 of conversion value on $2,240 spend (ROAS 2.15 blended), −3.9% WoW and −39.9% vs the $8k weekly goal. The shape improved where it matters: brand made 67% of the value at 4.92 ROAS, and non-brand climbed to 0.99 from 0.43 restated — Longevity PMax went 0.13→0.72 under its reset 1.20 tROAS (the Deep Dive diagnosis carries the campaign-level call). This was the first week under the unlocked G5 budget gate; no account-level moves were made yet — that call is queued. GA4 cross-check not re-pulled this run. Team notes: click to annotate.

Same thin calendar — again 3 email campaigns + 1 SMS, all Content-tagged, no offer-led send — but this week the engaged-list sends landed: attributed revenue jumped +52.4% to $8,456, 10.1% of Shopify against the 35% bar. 8.12 NAD Ingredients ($1,917) and 8.16 Creatine Testimonials ($1,847) carried campaigns; the 365-day-list Creatine Myths send managed $199. Flows rose +28.1% to $4,231 (Welcome Series $1,118) while browse-abandon stayed dormant at $97. Engaged list ticked up +24 to 43,242. Pace: the $147k monthly goal has MTD at ~$16.5k — the Deep Dive holds the send-by-send read and the offer-send call.

Basis switch: W33 is the first week read from the Skio MCP API, which runs ~3% above the old browser basis (W32 comparable: $70,877 vs $68,520) — on like-for-like, sub revenue rose +1.4% to $71,904, still 29.2% under the $101.6k goal line. Subscriptions remain the store: ~82.6% of orders (732 of 886) and ~85.7% of revenue (Skio billed vs Shopify total sales — different bases, quote with care). The base shed 82 subs (4,797 → 4,715) on 218 completed cancels vs 147 first-time subs; the cancel flow saved 15 of 233 decided sessions (6.44% — vs W32’s 7.7% of 168, denominators differ). Retention: trailing-3 held at 47.6% vs the 50% goal, and the June cohort is tracking 50.8% at month 3 in progress — the first improving signal. Deep Dive has the reason-by-reason save math. Team notes: click to annotate.

Week two of AI Agent settled the question: automation printed 56.6% (target 30%+) and median first response fell from 5m40s to 30 seconds. The trade: CSAT eased below goal to 4.50 (n=14 of 77; 18.2% response) — the survey now hears from everyone who gets an instant AI answer, not just the patient. Tickets rose 15% to 128. Ignore the scary 83.9h average FRT — that is agents clearing pre-launch backlog, not new-ticket speed; the Deep Dive separates the two. Watch: audit low-scored AI conversations before pushing coverage higher.

Depth won the week: interactions more than doubled to 2,421 (+118.1%) and accounts engaged jumped to 1,694 (+125.6%), driven almost entirely by an Aug 15 spike — 1,005 interactions and 709 accounts engaged in a single day. Reach gave back 8.7% to 74.5k and new follows eased to 234 (−11.7%), so one post did the work while distribution rested. Engagement rate (interactions ÷ reach) hit 3.25% vs 1.36% last week. The Deep Dive isolates the spike; the job now is identifying that Aug 15 post and making its format a weekly fixture without losing the reach machine.

Organic sessions eased to 610 (−13.6% vs 706) — still just above the 600 weekly goal, so last week’s jump partially held. The query rank-diff (O1, pulled this run) explains the mix: brand-commercial terms rebounded hard (“sunny within longevity” 5.8 → 1.0, “sunny within supplements” 23.8 → 3.7) while the glutathione-comparison cluster slipped 1–3 spots, nudging weighted position to 12.95. Clicks actually rose to 264 on 7,241 impressions (3.65% CTR). AEO: AI SoV printed 99.7%, #1 of 5 — but Ahrefs switched the report to “AI-adjusted volume” methodology, so it is not comparable to the 86.4% baseline; the cleaner signal is cited pages (22 own vs 0 competitor of 74) and PubMed/NIH displacing Reddit as top sources — the Deep Dive has the read.

Conversion slipped again to 2.62% (−0.33pt) — but on 12% more sessions (9,920), so the story is mix, not decay: session→cart eased to 6.4% and ATC→checkout fell to 81%, while checkout completion improved a third straight week to 50.8% (+1.7pt). The driver is the incoming traffic shift — nad-solo landed 2,072 sessions at a 1.21% LP CVR (see Landing Pages) — and GA4 splits agree: mobile 2.54% vs desktop 2.28%, neither collapsing. MTD CVR sits at 2.89% on 21,521 sessions against the 4.00% goal. The Deep Dive prices the remaining checkout gap at ~38 orders. Team notes: click to annotate.