Day 105: Funnel Comparisons and a Calculated Weekend Push

Today is Sunday the fourteenth of December. Christmas is starting to loom. It is just after ten o’clock in the morning.

As it is a Sunday, today is a shorter update. The focus today is on where things may still be breaking down within the ads.

In particular, this is about how ad spend and performance are being distributed between the two funnels. There does appear to be some gradual progress.

Yesterday’s Results

Yesterday’s total sales finished at eight hundred dollars. That is acceptable but not ideal. To hit the current targets, daily revenue really needs to be a few hundred dollars higher.

Ad spend yesterday was roughly four hundred and nine pounds. That equates to around five hundred and forty-six dollars.

Profit for the day came in at two hundred and fifty-four dollars. This means that for every dollar spent, about one dollar fifty was returned. The long-term goal remains doubling ad spend.

That target has not yet been reached.

Second Funnel Performance

The newer beginner funnel continues to show promise. Its strongest feature remains its average order value. That is where much of its long-term potential lies.

Yesterday, conversion rates dropped to around two percent. The day before, they had been closer to four percent. Even so, two percent is still an improvement on where it was previously.

With roughly one hundred pounds in ad spend, the funnel produced a small profit. This marks a shift from losing over one hundred dollars per day to being marginally profitable.

That is an important change.

There does not appear to be anything fundamentally wrong with the funnel itself.
The main challenge remains audience quality and consistency.

Exiting the learning phase is key to achieving stability and scalability.

Primary Funnel Performance

The original RIFS funnel continues to do the heavy lifting. Its average order value is roughly half that of the new funnel.

However, conversion rates remain stronger. Yesterday, this funnel generated the majority of overall profit. Approximately three hundred pounds in ad spend produced around five hundred dollars in revenue.

This funnel remains the financial backbone of the business. The budget for this funnel had previously been reduced when performance dropped sharply.

That reduction has not yet been reversed. The decision now depends on how current momentum holds.

Organic vs Paid Traffic

The organic side of the funnel did not produce sales yesterday. All revenue came from paid traffic. This varies from day to day.

The primary funnel is more mature. It has stronger email flows and recovery mechanisms in place. This helps smooth volatility over time.

Early Signs from Today

As of half past ten this morning, total sales are already approaching five hundred dollars. That is a strong start for a Sunday.

Both funnels appear to be converting early in the day. Given the early momentum, there is temptation to push budgets. If the ads are currently locked into a strong audience, increasing spend could capture more sales.

Budgets can always be reduced again tomorrow if needed.

Budget Adjustment Decision

The decision has been made to increase budgets slightly today. Both funnels will see an increase of roughly ten to fifteen percent. This is a calculated, short-term move.

The aim is to take advantage of early strength. Performance will be reviewed closely. Budgets can be pulled back quickly if results deteriorate.

Current Outlook

The immediate priority is stability. The recent stretch of daily losses has passed.
Performance now appears more balanced. Once the working week resumes, attention will return to split testing and creative expansion.

For now, the focus is on letting things run. The goal is to stack profitable days and rebuild confidence. That is all for today.

I will catch up again tomorrow.