Direction B — Decision First · staging concept

The page answers “what do I do today?” before “what happened?”. Actions come first as three queues — Scale, Swap, Watch — each item with a concrete instruction and a dollar impact. You action off it top-to-bottom: clear the Scale and Swap queues, glance at Watch, done in five minutes. All the evidence lives below, collapsed until you need to justify a call.

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What needs action today

All markets ▾
Jul 27, 2026 ▾
$18K–36K/mo
recoverable across 2 swaps + 1 budget lift + 1 pull-back · Health 61/100 · 110,883 sessions L30D · Net $/sess $1.36

Scale decisions

4 markets · 2 need a move
UKSCALE
Blended ROAS ≈4.2 · CPC $0.21 · catalog $200/$30, regular $200/$268
AUPULL BACK
Blended ROAS ≈1.8 · CPC $0.55 · regular overspending $200 set → $446 actual
USHOLD
Catalog $4,700 set / $1,702 actual · CPC $1.054 — too hot to lift
CAHOLD
Catalog $200/$30 · CPC $0.326 · regular $200/$308 — stable

Swap queue

2 swaps ready · weak PDP → best candidate
A Day of Polo→Misty Bells
Polo nets −$0.11/sess on 7,852 sessions; Misty Bells nets $2.27 with rising trend ×1.32.
+$2.1K–4.2K/mo
Ride West→Wynwood
Ride West nets $0.55/sess and falling (×0.50) on 11,297 sessions; Wynwood nets $2.08, trend ×1.21.
+$2.7K–5.4K/mo
Next in line
Night Shower ($0.27 net, ↓×0.42) and Rosé O'clock ($0.41 net) are below the $0.50 floor — candidates once current swaps clear Watch.

Watch list

3 recent swaps in learning phase · no action < 7 days
Rosé O'clock → Mediterranean
WATCH · 3d
Swapped Jul 24 · Mediterranean at $1.73 net, trend ×1.10 — on track.
Island Explorer I → Wynwood
WATCH · 2d
Swapped Jul 25 · Wynwood $2.08 net — strongest recent swap.
Night Shower → Misty Bells
WATCH · 1d
Swapped Jul 26 · too early to read; recheck Aug 2.
Evidence — product economics · best-sellers-1 (49 products, top 20 shown)
#ProductSessions$/SessAd $/SessNet $/SessTrendAd MultVerdict
Evidence — market spend & efficiency
US catalog $4,700 set / $1,702 actual · CPC $1.054 · HOLD. CA catalog $200/$30 · CPC $0.326 · regular $200/$308. UK catalog $200/$30 · CPC $0.21 · regular $200/$268 · blended ROAS ≈4.2 · SCALE. AU catalog $200/$29 · CPC $0.55 · regular $200/$446 · ROAS ≈1.8 · PULL BACK.
Methodology — how verdicts & $ impacts are computed
Net $/sess = revenue per session minus ad cost per session, L30D. STRONG ≥ $2.00 net with stable/rising trend; WEAK < $0.50 net or negative. Swap impact = sessions × (candidate net − incumbent net) × 30d, quoted as a conservative-to-expected range. Watch items are frozen 7 days post-swap before verdict.