Day 31: A Quiet Start to Month Two

We’ve officially stepped into Month Two of the 12-month journey to $240K.

After a full month of daily testing, tweaking, and sometimes wrestling with Facebook’s ad platform, today begins with a different rhythm.

I’m away on a three-day walking trip, which means no new funnel builds or ad experiments—just a chance to let the system run and keep an eye on the numbers.

Sometimes, the best move in marketing isn’t to do more—it’s to step back and watch what happens.

Yesterday’s Numbers (September 30th)

• Sales: $886

• Ad Spend: $471

• Profit: $415

Another profitable day to close out September, which is always reassuring when heading into a new month.

The upsell test launched yesterday is live, but it’ll take weeks—not days—for meaningful data to build.

Why I’m Taking a Step Back

For the next three days, there are no new campaigns or tweaks happening.

That might sound strange after 30 days of daily updates, but this is intentional.

Funnels need time to breathe, and data needs time to stabilise.

While I’m walking, the funnel is:

• Running Facebook ads at the usual budget

• Testing the new upsell structure

• Continuing with existing cart recovery and follow-up automations

All I need to do is check in once a day to monitor sales and ad spend.

What’s Coming Next

At the weekend, I’ll be back with a full month-one breakdown. That update will include:

• The tests I ran in September (ads, landing pages, upsells, and automations).

• Which ones worked, and which didn’t.

• How the key funnel metrics (CPA, AOV, and LTV) are trending.

• What these results suggest for October’s focus.

“Sometimes progress comes not from adding more, but from letting the data tell its story.”