Wed 3 Jun 26 - the measurement model shifts toward MER over attributed ROAS, the H2 reforecast is set at 33.6M (+43% YoY), and the MYS pre-sale test schedule is finalised.
Decisions & pivots
- MYS pre-sale test schedule locked: spend-and-save Fri 12 - Sun 14 Jun, GWP Thu 18 - Sat 20 Jun (both 72h, email-only, run separately to avoid fatigue) (meeting).
- MYS measurement to use MER (not attributed ROAS) with CRM assumed at ~30% of revenue - GA4 attribution not trusted (meeting).
- VIP list-building sequence to add a plain-text founder email from Andy plus a hide/show VIP sign-up block in the universal footer (meeting).
Discussed / in motion
- H2 2026 reforecast: 33.6M target (+43% vs H2 2025), 3.45M recommended ad spend (vs ~670K LY), 4.3x blended attributed ROAS - August leans on NPD launches to hit (Founders Standup).
- Push to move paid-media targets off the 3.5x attributed ROAS floor onto a blended MER floor (~7-10x equivalent), since attributed revenue ignores email/organic/affiliate/influencer halo (Founders Standup).
- Spend-and-save and GWP mechanics need Rebuy for auto-add + in-cart tier progress bar; native Shopify can't do either (meeting).
Open loops
- MER-vs-attributed-ROAS target shift still under discussion, not yet adopted (Founders Standup). [open]
- SMS country-code config corrected for major markets (UK/AU/USA/CA/EU); full global coverage still in progress (tethrd-alia-boncharge). [open]
Rules added (2)
- Use "based on product reviews" not "customer reviews", and "users" not "customers" - confirmed by Ana Martins, compliance (creative).
- Use emojis only very sparingly, never as a default decorative element (creative).