52 Claude Skills for Independent Consultants — SLO Campaign

Last updated: 2026-06-13 Launch: Wednesday May 28, 2026 at 12:00 AM Eastern — Meta ads go live Status: LIVE — Day 17. Ad set down to 1 converter, Before/After A. SLO ROAS ≈ 2.5x (ThriveCart, May 28–Jun 13; blended MER 1.49x incl. CIB lead-gen, which hasn't cashed yet). In the 72-hr hold after the 6/11 List Format cut (runs to ~6/14) → then +10% if Before/After holds (NOT +20% — one-horse set, no bench yet). Batch 003 armed (don't launch); Wren briefed for the bench incl. Identity angle. CIB funnel: thank-you page live; nurture Seq A v2 LIVE 6/13 (now monetizing the lead half). Owner: Cade (Media Buyer) — campaign strategy + execution

MANDATORY: Read this entire document before analyzing any new data or making any recommendation. Do not re-derive facts from screenshots that are already documented here. The document carries the state.

Screenshot protocol: Kathryn drops Meta Ads Manager screenshots in stats/ with naming convention SLO-M-D-YYYY-AM.png / SLO-M-D-YYYY-PM.png. When reviewing campaign status, always check stats/ for new screenshots — they are the source of truth for current performance data.

Funnel map = part of every status update. The ## Funnels section below is the SINGLE source of truth for the live funnel (both paths, full cart sequence, pricing, nurture state, routing). On every status update, re-read it against reality (pages live, OTO prices, nurture sequences running, CIB path) and refresh it + stamp its "Last reviewed" date. The standalone content/business/products/claude-skills-consultants/funnel-map.md is the STRATEGIC product-ladder doc (tripwire → PBOS → Cohort rationale) — it does NOT carry live operational funnel state; defer to ## Funnels here for anything live.

Naming convention:

• SLO — Meta ad → 52aiskills.com → checkout (direct to sales page). The paid campaign.
• CIB funnel — Meta ad → Client Intelligence Brief opt-in → tripwire on thank-you page → same checkout. The lead magnet path. → CIB now has its own home: campaigns/cib/ + cib/STATUS.md (its canonical index). This STATUS.md tracks the SLO campaign; CIB assets + decisions live in cib/.

Decision & Change Log

Every change to the live campaign, dated, with the reason. Newest at the bottom. Quick-scan record — the detail lives in the Check-In Log and Campaign Log below.

Check-In Log (2×/week)

Cadence: at least twice a week — standing target Monday + Thursday. Each check-in answers three questions in order: (1) what do the numbers say, (2) are we still on track, (3) what changes (if any) and why. Every change made here also gets a row in the Decision & Change Log above. Thursday check-ins double as the gate for the week's bigger calls (launches, kills, budget moves). Each check-in also re-verifies the ## Funnels section (prices, pages live, nurture state, CIB path) and re-stamps its "Last reviewed" date — the funnel map is maintained here, not in a separate doc.

2026-06-08 (Mon check-in — Cade)

Source data: stats/Creating-Your-Plan-Ads-May-28-2026-Jun-8-2026.csv (lifetime), stats/SLO-5-28-to=6-7-AM.csv (pre-cut snapshot), stats/Creating-Your-Plan-Ads-Jun-1-2026-Jun-8-2026.csv (7-day), stats/image.png (event dedup: 100% coverage — numbers are trustworthy).

1. What the numbers say (lifetime through 6/8):

• Blended: $323.10 spend → $727 revenue → 2.25x ROAS, 26 purchases. Funnel is profitable; it pays for its own traffic.
• Before/After A (live): $269.45 spend, 18 purchases, ROAS 1.90x, CTR 2.28%, CPC $2.36, $14.97 cost/purchase, frequency ~1.9.
• List Format A (live): $35.39 spend, 8 purchases, ROAS 6.05x, CTR 3.94%, CPC $1.42, $4.42 cost/purchase, frequency ~1.15 — most efficient ad but starved of delivery.
• Post-cut effect (6/7 AM → 6/8): Before/After added +6 purchases on +$25.25 spend (+$180 revenue) = ~7x incremental ROAS vs 1.9x lifetime. Cutting the two dead ads concentrated the signal exactly as predicted.

2. On track? Yes. Funnel profitable, no fatigue yet (frequency low), post-cut efficiency up. Nothing to fix on the live set.

3. Changes / decisions:

• Hold the live ad set unchanged — don't touch a working set on thin data.
• Stage Campaign 2 (Batch 003) as a paused reserve so a tested backup exists before the current creative fades.
• Repurpose a turned-off creative organically (FB + IG, LinkedIn test) — Cade recommends Pattern Callout A (message-hook, not the price-card Product Shot); pending Kathryn confirm. Captions → Sloane.
• Add ThriveCart FE / bump / OTO1 / OTO2 tracking to fill the take-rate gap (Meta can't separate them).

Watch list / open:

• List Format is the most efficient ad but gets 1/8th the budget — small sample (8 purchases), could regress at scale. Candidate angle for Campaign 2 / a future budget test.
• Bump %, OTO1 %, OTO2 take rates — blocked until ThriveCart tracking is added.
• Frequency on Before/After (~1.9) — watch for the fatigue climb that triggers Campaign 2 going live.

Next check-in: Thu 6/11 (aligns with Campaign 2 launch decision + CIB tripwire eval deadline).

2026-06-11 (Thu check-in — Cade)

Source data: stats/Creating-Your-Plan-Ads-Jun-4-2026-Jun-10-2026.csv (latest 7-day, uploaded 6/11). The 6/8→6/11 stretch went deep on the CIB funnel; this is the overdue SLO check-in.

1. What the numbers say (Jun 4–10 week):

• Before/After A: 17 purchases, $185.39 spend, ROAS 2.35x, CTR 1.83%, CPC $2.32 — the winner, and strengthening (week 2.35x vs 1.90x lifetime-through-6/8). Pulling the full-stack ($145) buyers.
• List Format A (Identity): 1 purchase, $23.33 spend, ROAS 0.30x — and that buyer was $7 FE-only. Faded this week. Honest caveat: lifetime it's still the most efficient ad (6.05x) but CBO-starved — so this is a thin sample on a starved ad, not a clean death.
• Pattern Callout + Product Shot: already OFF since 6/7 (residual pennies in the window only).

2. On track? Yes on the winner — profitable, strengthening, no fatigue. The set has effectively collapsed to one converter → bench is the standing risk.

3. Changes / decisions (logged above):

• Cut List Format A — concentrate the scale on the proven winner; re-fund the Identity angle as a real test in Batch 003.
• Scale Before/After A +20% (then +20%/3 days while ROAS ≥ ~1.5) — Kathryn executes.
• Batch 003 — hold and arm (trigger: freq > ~2.5–3 or ROAS < ~1.5).
• Brief Wren for 2–3 fresh concepts incl. the Identity angle (bench).

Watch list / open:

• One-converter dependency — the bench (Batch 003 + Wren) is the hedge; build before fatigue.
• Before/After frequency — the fatigue signal that arms Batch 003.
• ThriveCart stack take-rates (bump/OTO1/OTO2) — still unpulled.

Next check-in: Mon 6/15.

2026-06-13 (Fri — Cade, off-cycle read)

Source data: stats/Creating-Your-Plan-Ads-May-28-2026-Jun-13-2026.csv (ad spend) + stats/Screenshot 2026-06-13 6.42.17 PM.png (ThriveCart product view). Kathryn confirmed: AOV = $42.93, the $1,202 / 28 sales is the funnel's revenue for the same May 28–Jun 13 window, and ~1 of the 28 was a CIB email-sequence buyer (gravy, not SLO-ad-driven).

1. What the numbers say (May 28–Jun 13):

• SLO funnel — ROAS ≈ 2.5x (ThriveCart-true). SLO ad spend $479.62 → ~$1,202 revenue (28 sales, ~1 CIB email buyer backed out → ~27 SLO). $1,202 ÷ $479.62 = 2.51x (~2.4x net of the 1 CIB sale). Returns ~$2.50 per $1 in, before any backend.
• Blended MER = 1.49x ($1,202 ÷ $809.14 total ad spend incl. CIB lead-gen $329.52). The CIB lead-gen spend drags the blend — it bought 84 leads this window, revenue hasn't landed (CIB nurture Seq A v2 only went live 6/13). Judge SLO on its own → 2.5x.
• Per ad: Before/After A (live engine) $417.22 spend, pixel 2.14x this window (consistent with the 2.35x Jun 4–10 week), pulling the $145 full-stack buyers. List Format A cut 6/11. Pattern Callout + Product Shot cut 6/7 (residual pennies only).

2. On track? Yes — SLO engine profitable at ~2.5x, winner holding. No scaling done yet: inside the 72-hr hold after the 6/11 List Format cut (runs to ~6/14) so we don't stack two changes on the set.

3. Changes / decisions: None today — holding per the 6/12 decision. Next action: once the 72-hr hold clears (~6/14), confirm Before/After still holds, then +10%.

Watch list / open:

• Clean SLO-vs-CIB revenue split still leans on Kathryn's manual confirmation (TC $ = funnel revenue + ~1 CIB email buyer). The durable fix is the UTM / ThriveCart source attribution (flagged open in Tracking & Attribution) + the MailerLite SLO-buyer split (SLO = blank opt-in origin).
• Refund window: every sale <17 days old, 30-day no-questions guarantee — net revenue firms up after the window; a few could claw back.
• CIB nurture Seq A v2 live 6/13 — the IOU that should start converting the 84 leads. Watch CIB-attributed buyers climb.

Next check-in: Mon 6/15.

Tracking & Attribution

Revenue reaches the same 52aiskills.com checkout from three sources — paid ads, organic posts, and the email list. No single-platform number sees all of it. We run two layers:

1. MER (Marketing Efficiency Ratio) — the north-star.

• MER = total revenue (all sources) ÷ total ad spend. Un-gameable: total money in over total money out. Doesn't depend on Meta's pixel attribution (which over- and under-claims under iOS/privacy).
• Track in every check-in. This is the "are we actually profitable" number.
• Use alongside, not instead of, per-channel data: MER tells you health; UTMs tell you which channel to scale. MER alone can't tell you what to turn up.

2. UTM scheme — the attribution layer. Every outbound link to the checkout carries tags so ThriveCart/GA can trace each sale to its true source, independent of Meta:

Example (Batch 003 ad): https://52aiskills.com/?utmsource=facebook&utmmedium=paid&utmcampaign=slo-batch003&utmcontent=deliverable-hero-2a

• Paid: set per-ad URL (or ad-set URL-parameters field).
• Organic: append manually to the link in the first comment / bio.
• Email (MailerLite): append to links.

⚠️ To verify before we rely on UTM reports (Cade — do not assume): whether ThriveCart stores UTM params on the order record, or whether we read them via GA4 as the reporting layer. Don't build reporting on unconfirmed capture behavior.

3. Funnel-stage take rates (bump %, OTO1 %, OTO2 %): pull from ThriveCart's native dashboard, not Meta. Meta fires multiple purchase events per buyer (the reason for the 5/29 combined-event fix) — it can't cleanly separate the stack. ThriveCart's own reporting is the source of truth for take rates. Log them into each check-in.

Organic Repurpose Calendar

Repurposing turned-off SLO ad creative as organic content — one post/week, a week apart. Captions canonical on Notion (approval card), images via Wren, pushed via ContentStudio.

Guiding principle (Kathryn, 6/8): the organic audience is NOT assumed warm, and a viewer may be served the paid ads too — so organic creative must look visually distinct from the in-market paid creative (not the same dark price-card / same look as the live ads). A separate touchpoint, not a duplicate.

• LinkedIn = separate native build via linkedin-post-writer-SKILL (not in this calendar).
• Existing Product Shot A/B/C = all the same price-card concept; rejected for organic (no hook, reads as an ad on a cold feed). Week 3–4 needs a genuinely new direction.

Campaign Log

June 3 — Full-funnel buyer check-in (Sloane)

• Kathryn's call: reach out personally to the two $145 full-stack buyers as a genuine check-in (NOT the structured implementation-session bridge offer). Channel = MailerLite (opt-out compliance), not Gmail.
• Tightened copy + recipients live on the KHB Operations board (Notion), needs Kathryn approval: https://app.notion.com/p/374a879ece9d8187afdbde8b06020c43 — copy is NOT kept in this repo (non-client content WIP routes to Notion per the routing rule).
• Targeting rule corrected: OTO2-group membership does NOT equal full stack (funnel presents offers in sequence; buyer can take front-end, decline bump/OTO1, still buy OTO2). True $145 buyer = intersection of all four product-complete groups.
• Verified full-stack buyers: Ken (kenwiesinger@hotmail.com) and Gina Caughey (acalltoorderco@gmail.com) — both in all four groups. Exclude kjhbrown+test3@gmail.com (test purchase).

May 31 — Day 4 (Sunday Review Day)

SLO performance (PM screenshot — stats/SLO-05-31-2026-PM.png):

• Pattern Recognition: 2 more purchases, $38.19 spent, $19.10 per purchase, 444 reach, 533 impressions, 13 clicks, 2.43% CTR
• Identity: $1.52 spent, 28 impressions, 1 click, 3.57% CTR. No purchases today.
• Differentiation: $0.00 spent
• Volume/Value: $0.00 spent
• Budget increased to $30/day earlier today — Identity getting consistent (small) exploration from CBO. Identity has been getting impressions daily since Day 1 (not new behavior from budget increase).

SLO AM snapshot (earlier today — stats/SLO-5-31-2026-AM.png):

• No new purchases as of AM
• Pattern Recognition: $12.32 spent, 171 impressions, 3 clicks, 1.75% CTR
• Identity: $1.52 spent, 28 impressions, 1 click, 3.57% CTR
• Differentiation/Volume/Value: $0.00 spent
• Total SLO spend (AM): ~$13.84

CIB performance (PM screenshot — stats/CIB-05-31-2026-PM.png):

• AI Power User: 7 leads, $22.23 spent, $3.18 CPL, 478 reach, 516 impressions, 12 link clicks, 2.32% CTR, $1.87 CPC, 13 landing page views
• Only AI Power User is active — other four CIB ads were turned off after Phase 1 testing
• $3.18 CPL is below Phase 1 average ($3.07) and well below Phase 2 average ($4.74). Today does NOT support the creative fatigue hypothesis from this morning.

CIB AM snapshot (earlier today): 1 lead, $7.03 spent, $7.03 CPL

Running SLO totals (6 buyers through May 31 PM):

• Buyer 1 (May 28, CIB funnel, Identity): $19
• Buyer 2 (May 29, SLO, Identity): $145
• Buyer 3 (May 30, SLO, Pattern Recognition): $145
• Buyer 4 (May 30, SLO, Pattern Recognition): $36
• Buyer 5 (May 31, SLO, Pattern Recognition): TBD — confirm revenue from ThriveCart
• Buyer 6 (May 31, SLO, Pattern Recognition): TBD — confirm revenue from ThriveCart
• Totals through Buyer 4: $345 revenue | AOV: $86.25 | Full-stack rate: 2 of 4 (50%) | OTO1 take rate: 3 of 4 (75%)
• Note: Identity has produced 2 of the first 4 buyers (Buyer 1 + Buyer 2) at $2.78 cost/buyer. Pattern Recognition has produced 2 buyers at higher cost. Both ads are converting — CBO is not wrong to explore both.
• Reminder: Meta shows inflated purchase event counts on Identity (5 events = 2 actual buyers) because Buyers 1 and 2 occurred before the combined purchase event fix (May 29). Always use buyer count from this document, not Meta purchase event count.

Sunday review decisions:

1. SLO budget increase: $20/day → $30/day for 72 hours (through Wednesday June 3 AM).

• Volume/Value and Differentiation have 53 and 36 impressions respectively — CBO starved them at $20/day. We can't evaluate hooks that never got tested.
• Increasing to $30/day gives CBO 50% more budget to distribute, which may allow the untested ads to get impressions.
• Total additional cost: ~$30 over 3 days. The funnel has generated $345 in revenue on ~$80 spend — this reinvests less than 10% of what it's already produced.
• Why a 50% increase doesn't violate the 20% scaling rule: The 20% rule (Pittman) protects a campaign that has exited Meta's learning phase and found a stable delivery pattern. Our campaign is still in learning — 4 purchase events total vs the ~50/week Meta needs to exit learning. There is no stable delivery pattern to disrupt. We're also under-delivering at $20/day (63% delivery) — more budget gives the algorithm room to explore, which is what testing phase needs.
• Decision criteria (Wednesday June 3 AM): If untested ads got 200+ impressions and show clicks → keep $30/day, continue testing all 4. If untested ads still near $0 → CBO won't distribute regardless of budget, drop back to $20/day, pause both. If a buyer comes through an untested ad → reassess.

2. Wave 2 creative: HOLD until 72-hour test resolves.

• Adding new variations of Pattern Recognition and Identity now would give CBO more proven options to favor, starving the untested ads harder.
• After Wednesday decision: if untested ads survive, add Wave 2 variations for all 4 hooks. If they're paused, add Wave 2 for the 2 winners only.

3. CIB: Stay at $20/day. Monitor, don't panic.

• Phase 1→Phase 2 CPL increase ($3.07 → $4.74) on 284 leads is a real signal of creative fatigue after 7+ weeks on AI Power User.
• However: the 4-day campaign-level view (May 28-31) shows 15 leads at $4.07 CPL — below the Phase 2 average of $4.74. Daily CPL snapshots ($7.23, $7.03) were noise from 1-2 leads each. The aggregate shows CIB performing better recently, not worse. Meta flags CIB as "High performing."
• CIB creative refresh remains a good idea for creative depth, but it's not an emergency driven by accelerating fatigue — that signal was overstated based on thin daily data.

Campaign-level snapshot (stats/SLO-CIB-campaign-view-5-31-2026.png, May 28-31):

• SLO: 7 purchase events (4 actual buyers), $75.66 total spend, $18.92 actual cost/buyer, 4.56x ROAS ($345 revenue)
• CIB: 15 leads, $61.08 spent, $4.07 CPL, "High performing"
• SLO budget confirmed changed to $30/day. Status: Processing. 72-hour test runs through Wednesday June 3 AM.

4. Full-funnel buyer bridge: Confirmed.

• Free implementation session (Kern's Results-in-Advance). Not a consultation, not a strategy call — a 30-minute implementation session specific to deploying the skills they bought.
• Three touchpoints: TY page CTA (both SLO and final TY pages), Day 3-5 bridge email, Day 7-10 follow-up.
• Sloane writes bridge email copy. Kathryn approves positioning.
• Calendar capacity trigger: when full-funnel buyers hit 5/week, add qualifying question on booking page.

5. CIB creative refresh: CORRECTED — image-only test.

• Original plan was wrong. Sloane built 3 new copy variations + Wren built 3 new image concepts = changing 2 variables at once. Kathryn caught this before publishing. One variable at a time is the rule.
• Corrected approach: Keep AI Power User copy (the copy that's been working). Test 3 new images only. This isolates whether the image is the fatigue point.
• 3 ads built in Ads Manager (NOT YET PUBLISHED): All use AI Power User primary text, headlines, and description. Only the image changes per ad.
• CIB — Prompt vs Skill (Batch 002): cib-refresh-prompt-vs-skill-feed.png
• CIB — Output Screenshot (Batch 002): cib-refresh-output-screenshot-feed.png
• CIB — The Stack (Batch 002): cib-refresh-the-stack-feed.png
• Same ad set as AI Power User. Not a new ad set. CBO distributes across all ads in the set.
• Publish decision: ON HOLD. May 31 PM data shows AI Power User at $3.18 CPL (7 leads) — no evidence of active fatigue. New ads are built and ready as reserve.
• Publish trigger: CIB CPL sustains above $5 for 3+ consecutive days with at least 3 leads/day. Not 1 bad day, not 2 — three days with enough data to confirm trend. Check at Wednesday June 4 review and every review after. If trigger hits between reviews, publish immediately.
• Ads Manager status: 3 ads exist in Ads Manager with WRONG copy (3 different variations from original build). Need to be fixed to AI Power User copy before they can be published. Fix now or rebuild later — fixing now means one-click publish when trigger hits.
• Build sheet: the-build/wip/cib-batch-002-build-sheet.md (every Meta field, image mapping)
• Lessons learned from this build: the-build/wip/ad-build-lessons-learned.md (11 QC failures documented, process improvements for future builds)
• Bridge email copy (implementation session offer) also complete: wip/cib-refresh-and-bridge-email-copy.md — Version A (full-stack $145 buyers), Version B (partial $19-$36), Day 7-10 follow-up. Separate from ad creative — ready when needed.
• New copy variations (Sloane's Batch 002) shelved for now. Available for Round 2 testing if image-only test shows image is not the fatigue variable. File: wip/cib-refresh-and-bridge-email-copy.md.

May 30 — Day 3

Performance (AM screenshot — stats/SLO-5-30-2026-AM.png):

• 3 buyers total, $309 total revenue, ~$54 total ad spend → 5.7x ROAS on actual dollars
• Buyer 1 (May 28, CIB funnel): FE + bump = $19. Pre-attribution fix.
• Buyer 2 (May 29, SLO, Identity ad): Full funnel — FE + bump + OTO1 + OTO2 = $145. Pre-combined-events fix, so Meta shows 4 separate purchase events for this one buyer.
• Buyer 3 (May 30, SLO, Pattern Recognition ad): Full funnel — FE + bump + OTO1 + OTO2 = $145. Post-combined-events fix, so Meta shows 1 purchase event.
• Important: Meta Ads Manager shows 5 purchases on Identity and 1 on Pattern Recognition. The 5 on Identity = Buyer 1 (1 event) + Buyer 2 (4 events pre-fix). The 1 on Pattern Recognition = Buyer 3 (1 combined event post-fix). Do not read Meta purchase count as buyer count until event deduplication is resolved.

Creative performance (May 28–30 cumulative):

• Identity (List Format A): $5.55 spent, 95 impressions, 4 link clicks, 4.21% CTR — 2 actual buyers (Buyer 1 $19 + Buyer 2 $145), $2.78 cost/buyer
• Pattern Recognition (Before/After A): $40.58 spent, 535 impressions, 17 link clicks, 3.17% CTR — 1 actual buyer (Buyer 3 $145), $40.58 cost/buyer. ROAS positive ($145 revenue on $40.58 spend = 3.57x).
• Volume/Value (Product Shot A): $3.96 spent, 53 impressions, 1 link click, 1.89% CTR — 0 buyers
• Differentiation (Pattern Callout A): $3.69 spent, 36 impressions, 2 link clicks, 5.56% CTR — 0 buyers (data-starved, 36 impressions)

CBO budget allocation: Pattern Recognition has consumed 75%+ of budget ($40.58 of ~$54 total) based on click volume. It now has a full-funnel conversion ($145) but at $40.58 cost/buyer. Identity is converting at $2.78/buyer on a fraction of the spend but has 2 buyers attributed. Both converting ads are ROAS-positive. Sunday review will assess whether to restructure budget or let CBO continue learning with both converters active.

Full-funnel signal: 2 of 3 buyers took the complete OTO stack ($145 each). Both full-funnel buyers came through the SLO path. The OTO stack is converting without the planned OTO2 video.

AOV: $103 across 3 buyers ($309 / 3). Full-funnel AOV is $145. Strategy doc projected $20-35 best case. Value ladder is holding well above projections.

Decisions made (May 30):

• OTO2 video: ON HOLD. OTO2 is converting at high rate without video. Do not add video while funnel is performing — it introduces a variable into a working sequence. Revisit at 15-20 buyers through the stack. If OTO2 take rate holds 40%+ without video, leave it. If it drops below 20%, test adding video.
• Full-funnel buyer segment: CREATE NOW. Create "Full Funnel Buyers" group in MailerLite. Tag manually at current volume. These buyers ($145 spend, said yes 4 times) are a different signal than $7 or $19 buyers and need a different next step. Bridge strategy in development (see below).
• Naming convention locked: SLO = direct to 52aiskills.com. CIB funnel = lead magnet opt-in → tripwire path.

Performance update (PM screenshot — stats/SLO-5-30-2026-PM.png):

• Buyer 4 (May 30, SLO, Pattern Recognition ad): FE + OTO1 = $36. Skipped bump and OTO2. First SLO buyer who didn't take the full stack.
• 4 buyers total, $345 total revenue, AOV $86.25

SLO daily breakdown (May 30 — PM screenshot, single-day view):

• Pattern Recognition: $12.27 spent, 255 impressions, 7 clicks, 2.75% CTR, 2 purchases, ~$181 revenue (14.75x daily ROAS)
• Identity: $0.21 spent, 6 impressions, 1 click, 0 purchases
• Differentiation: $0.19 spent, 1 impression, 0 clicks
• Volume/Value: $0.00 spent
• Total SLO daily spend: ~$12.67 of $20 budget (63% delivery)

CIB daily (PM screenshot — stats/CIB-05-30-2026-PM.png):

• AI Power User: 2 leads, $14.45 spent, $7.23 CPL, 419 impressions, 8 clicks, 1.91% CTR
• CIB daily spend: $14.45 of $20 budget (72% delivery)

Under-delivery note: Neither campaign spending its full $20/day budget. Insufficient conversion data for Meta to spend confidently with Purchase optimization at this budget level.

May 29 — Day 2

Performance (end of day):

• 2 buyers, $164 total revenue, $40 total ad spend → 4.1x FE ROAS
• Buyer 1: $19 (front end + bump). CIB funnel tripwire path. Attributed after domain verification fix.
• Buyer 2: $145 (full cart — front end + bump + OTO1 + OTO2). SLO cold traffic. Bought at 1:45 PM.
• Additional buyers this week from CIB funnel tripwire (not SLO campaign).

Creative performance:

• Identity: $3.32 spent, 43 impressions, 2 link clicks, 4.65% CTR — all purchases attributed here
• Pattern Recognition: $14.97 spent, 180 impressions, 7 link clicks, 3.20% CTR — 0 purchases. CBO giving it 75% of budget on click volume, not converting.
• Volume/Value: $1.15 spent, 14 impressions — data-starved
• Differentiation: $0.44 spent, 5 impressions — data-starved

Tracking fixes completed:

• Domain verification (52aiskills.com in Meta Business Manager) — May 28. Fixed attribution gap.
• Combined purchase events in ThriveCart — May 29. One Purchase event per buyer with total cart value.
• CAPI enabled in ThriveCart — May 29. Server-side tracking with Meta access token + override source URL (52aiskills.com).
• All three items were on the post-launch infrastructure roadmap. Now done.

MailerLite segmentation note: SLO buyers identifiable by blank API origin field (no opt-in source). CIB funnel buyers have opt-in API source. Works for two-path system. Will need positive tagging (e.g., source:slo-52-skills) if more entry points are added.

May 28 — Day 1 (Launch)

• Campaign went live at midnight Eastern
• Domain verification issue discovered — purchases not attributing. Fixed same day.
• 1 buyer attributed to SLO after fix ($19 — front end + bump)

May 27 — Pre-Launch

• Campaign "52 Skills SLO — Testing" published in Meta, set to go live May 28 midnight
• All pages deployed, end-to-end test completed
• 4 ads live: Volume/Value, Pattern Recognition, Identity, Differentiation

CIB Funnel Performance

Screenshots: stats/CIB-04-08-to-05-09-2026.png (Phase 1), stats/CIB-05-10-to-05-30-2026-AM.png (Phase 2 cumulative), stats/CIB-05-30-2026-PM.png (May 30 daily), stats/CIB-05-31-2026-AM.png (May 31 daily), stats/CIB-buyers.png (MailerLite buyer data)

OTO Stack Timeline

The offer available to CIB buyers changed over time. This affects all comparisons.

OTO2 was added when SLO launched May 28. CIB buyers before that date could not have taken the full stack — it didn't exist yet.

Phase 1: Lead Magnet Only (Apr 8 – May 9)

Source: stats/CIB-04-08-to-05-09-2026.png

CBO picked AI Power User decisively — 94% of budget, 99.5% of leads. Other four ads turned off after Phase 1 testing.

Phase 2: With Tripwire (May 10 – May 30)

Source: stats/CIB-05-10-to-05-30-2026-AM.png

Only AI Power User active — other four ads turned off after Phase 1 testing. CPL rose from $3.07 to $4.74 (54% increase — audience fatigue after 7+ weeks on same creative). Daily CPL now $7+ (May 30: $7.23, May 31: $7.03).

Meta shows 17 purchase events — actual buyers are 7. Same combined-events issue as SLO. Pre-fix (May 29), each transaction step (FE, bump, OTO) fired a separate Purchase event. Plus Kathryn's test purchase is in the count.

Actual CIB Buyers (from MailerLite — source of truth)

Source: stats/CIB-buyers.png

7 real buyers (excludes Kathryn's test purchase):

Additional signal: One existing list buyer attempted the full stack but credit card declined on OTO1. Demand was there — payment failed.

CIB buyer breakdown:

• FE only: 5 buyers × $7 = $35
• FE + bump: 1 buyer × $19 = $19
• FE + OTO1 (no bump): 1 buyer × $36 = $36
• Full stack: 0 (but only 2 buyers have seen the full stack — too early to read)
• Total CIB revenue: $90
• CIB AOV: $12.86

Tripwire conversion rate (corrected):

• Tripwire-phase opt-ins who bought (May 10+): 5 of 87 leads = 5.7%
• All-time CIB leads who bought (includes 2 email sequence conversions): 7 of 284 = 2.5%

CIB vs. SLO Comparison (May 31)

Read with caution: The CIB funnel ran most of its life without OTO2. The SLO has only 4 days of data. The CIB funnel's primary value is list building (287 leads) — purchase revenue from the tripwire is a bonus. SLO generates buyers directly at lower cost and higher AOV but doesn't capture non-buyer emails. SLO total spend is approximate (derived from daily snapshots with potential date-range overlap).

Key trend (updated May 31 PM): CIB Phase 1→Phase 2 CPL increase ($3.07 → $4.74 on 284 leads) is real but not accelerating. May 31 PM showed 7 leads at $3.18 CPL — the best single-day CPL since Phase 1. Daily fluctuations ($7+ on thin days) are noise, not trend. Creative fatigue hypothesis was overstated based on 2 bad days. AI Power User is still performing. New image creative is built and waiting in reserve — deploy when CPL actually sustains above $5, not on daily spikes.

Funnels

Last reviewed: 2026-06-14 (Cade) — verified against live pages, OTO prices, nurture sequences, CIB path. This is the canonical live funnel map; review + re-stamp on every status update.

Build provenance: The entire SLO funnel — front-end ($7 52 Skills), bump ($12 Skill Maps), OTO1 ($29 SOP Manual), OTO2 ($97 DFY Claude Project) — was built in Rewyse. (Recorded 2026-06-20 — previously undocumented in any funnel doc. The planned agentic up-level of OTO2 will also be built in Rewyse.)

CIB FUNNEL (lead magnet first):
Meta Ad → CIB Opt-In (free)
  → Thank-you page: 52 Skills offer ($7) + bump ($12)
    → ThriveCart checkout → OTO1 ($29) → OTO2 ($97) → Final thank-you
    → Buyer nurture (Seq B v3.1, 8 emails) → long-term nurture
    → Full-funnel buyers ($145) → bridge email (Day 3-5) → implementation session (free)
  → Non-buyer nurture (Seq A, 5 emails, 8 days) → converts to buyer → Seq B

SLO (direct to sales page):
Meta Ad → 52aiskills.com cold-traffic sales page ($7) + bump ($12)
  → ThriveCart checkout → OTO1 ($29) → OTO2 ($97) → SLO thank-you
  → Buyer nurture (Seq B v3.1, 8 emails) → long-term nurture
  → Full-funnel buyers ($145) → bridge email (Day 3-5) → implementation session (free)
  → Workshop + PBOS via monthly broadcast campaigns (not in automation)

⚠️ PBOS HAS NEVER LAUNCHED. It is an aspirational future rung, NOT a live destination — there is no membership to route a buyer to and no live price. Any "PBOS" routing/price below is planning only. Same caveat for the paid workshop until confirmed live.

Full-funnel buyer touchpoints:
  → Thank-you page: plant the seed (book implementation session CTA)
  → Day 3-5: bridge email with calendar link
  → Day 7-10: follow-up if no response (not a drip — just not giving up after one try)

Implementation session outcomes (route based on who they are):
  → Deploy Sprint ($3,500) — if they need a system built
  → AOS client ($1,500-5K/mo retainer) — if they need ongoing advisory engagement
  → PBOS membership (NOT LAUNCHED — price/offer TBD; cannot route here today) — if they need community + ongoing support
  → TPC — if tax professional
  → Stays in nurture — if not ready yet (intelligence captured)

Sequence C retired (May 24). All buyers (CIB + SLO) now use Sequence B v3.1.
OTO3 removed from funnel (May 23 decision).
Post-funnel path: Sequence → long-term nurture → workshop broadcasts → PBOS membership. (workshop + PBOS = aspirational; neither is launched — see caveat above.)
Full-funnel path: TY page seed → bridge email (Day 3-5) → follow-up (Day 7-10) → free implementation session → route to best-fit offer.

File Inventory

Pages (HTML — deploy to Convertri via copy-paste)

OTO2 Product Files

Email Copy

Checkout & Bump

Ad Strategy & Creative

Automation

Archive (superseded files)

What's Deployed (Live)

Funnel (complete — tested end-to-end by Kathryn)

• [x] ThriveCart product: $7 + $12 bump + $29 OTO1 + $97 OTO2 (configured and tested)
• [x] ThriveCart → MailerLite webhooks: all groups wired (52 Skills, Skill Maps, SOP Manual, DFY Project)
• [x] All SLO pages deployed to Convertri (sales page, OTO1, OTO2, SLO thank-you, final thank-you, contact, returns & refunds)
• [x] 52aiskills.com DNS configured and live
• [x] Standalone warm-audience page live at thepracticebuilders.ai/52-skills
• [x] End-to-end test purchase completed — delivery emails confirmed
• [x] Sequence B v3.1 built in MailerLite (B1 delivery + B2-B8 nurture, serves all buyers)
• [x] Bump delivery automation in MailerLite (active)
• [x] OTO1 delivery automation in MailerLite (active)
• [x] OTO2 delivery automation in MailerLite (active)
• [x] MailerLite groups created (SLO Buyers, DFY Project Buyers)

Meta Campaign (published May 27 — goes live May 28 midnight)

• [x] Campaign: "52 Skills SLO — Testing" — $20/day CBO, Purchase optimization
• [x] Ad set: "Broad — US 25-65" — Advantage+ placements, English, SLO Purchasers excluded
• [x] 4 ads published (Volume/Value, Pattern Recognition, Identity, Differentiation) — all use product-shot-a images
• [x] Attribution: Standard — 7-day click, 1-day engagement, 1-day view
• [x] All Advantage+ text generation OFF, all enhancements OFF, multi-advertiser OFF on every ad
• [x] Meta pixel confirmed firing Purchase event with dollar values (verified in Ads Manager)
• [x] Custom audiences created: SLO Purchasers 180d (exclusion), SLO Page Visitors 7d, SLO Checkout Abandon 14d (retargeting)
• [x] Ad images rendered: 6 PNGs (product-shot a/b/c × feed/stories). 18 HTML files ready for Wave 2 renders.
• [x] Notion setup guide updated with all real-world corrections and marked PUBLISHED

Ad Copy (locked — all 4 live)

All ads: Shop Now CTA → https://52aiskills.com, product-shot-a images (square for feeds, vertical for stories/reels)

Full-Funnel Buyer Bridge Strategy (In Development)

The signal: Buyers who take the full OTO stack ($145) said yes four times. They are not browsing — they are committed. They need a different next step than a $7-only buyer.

Strategic direction (May 30):

The implementation session has two jobs:

1. Convert the ones who are ready — to whatever fits. Could be Deploy Sprint ($3,500), PBOS membership (NOT LAUNCHED — not a live option yet), TPC, or AOS retainer. The right offer depends on who they are, and we don't know that until we talk to them. We don't know their practice type, size, vertical, or constraint.
2. Learn from the ones who aren't ready yet — what would they buy next? What do they need? What's the gap between $145 and their next yes? Even at 0% conversion, every session is direct customer intelligence from someone who already spent money. That data shapes what we build next and how we position PBOS to this audience.

Recommendation: Free implementation session. Rationale:

• SLO is already profitable at 5.7x ROAS — we don't need another revenue rung between $145 and $3,500. We need a conversion and intelligence mechanism.
• Kern's Results-in-Advance — same model as the free Systems Diagnostic that already works for high-ticket. Deliver a result, let the next step present itself naturally.
• One Sprint conversion ($3,500) from 10 free sessions outweighs charging $197/session × 10 ($1,970) — and the paid fee adds friction that might cost a conversion.
• These buyers are pre-qualified — they spent $145 without talking to anyone. A free session removes the last barrier to a conversation.
• Positioning: NOT a "free consultation" (discount) or "free strategy call" (sales pitch). A free implementation session — 30 minutes, specific to deploying the skills they bought in their practice. Result delivered, not pitch disguised as help.

Timing: Day 3-5 after purchase. Not same-day (still absorbing product). Not Day 14 (momentum gone). Day 3-5 = they've opened the files, maybe tried one skill, starting to realize they need help deploying it in their actual practice.

Touchpoints (not just one shot):

1. Thank-you page — plant the seed immediately after purchase. CTA for implementation session right on the final TY page. Touchpoint zero — they see it at peak buying momentum.
2. Bridge email (Day 3-5) — the primary ask. Personal email with calendar link.
3. Follow-up (Day 7-10) — if no response. Not a drip sequence, just not giving up after one try. People miss emails.

Possible outcomes from each session:

• Deploy Sprint candidate ($3,500) → book diagnostic / pitch Sprint
• AOS client candidate ($1,500-5K/mo retainer) → deeper advisory engagement conversation
• PBOS membership fit → (PBOS NOT LAUNCHED — capture the intent; no membership/workshop to route to yet)
• TPC fit (if tax pro) → route appropriately
• Not ready for anything yet → stays in Sequence B nurture, intelligence captured
• Unknown: may reveal a need we haven't built an offer for yet

Open for Sunday review:

1. Confirm free implementation session as the offer
2. Confirm touchpoint structure (TY page + Day 3-5 email + Day 7-10 follow-up)
3. Who writes the email copy? (Sloane for copy, Kathryn approves positioning)
4. Does the TY page CTA need a build? (Which TY page — SLO, final, or both?)
5. At what volume does this become unsustainable for Kathryn's calendar? (Not today's problem at 2-3/week, but define the trigger for scaling/qualifying)

Current setup:

• MailerLite group: "Full Funnel Buyers" — create and tag manually at current volume
• Identification: SLO buyers have blank API origin. Full-funnel buyers identifiable by DFY Project Buyers group membership (OTO2 = full stack).
• Automation: None yet. Manual email at current volume. Automate when full-funnel buyers hit 2-3/week consistently.

What's Open

Not Blocking Launch (Kathryn)

• [ ] OTO2 video — ON HOLD (May 30 decision). OTO2 converting without video. Revisit at 15-20 buyers.
• [ ] OTO2 Notion delivery page

Not Blocking Launch (Sloane)

• [ ] Sequence B v3.1 update in MailerLite (verify current build matches nurture-sequences-v3.md v3.1)
• [ ] delivery-emails.md — sync with B1 origin paragraph

Post-Launch Completed

• [x] Domain verification — 52aiskills.com verified in Meta Business Manager (May 28, 2026). Fixed attribution gap where purchase events were not attributing to ads.
• [x] Combined purchase events — enabled in ThriveCart pixel settings (May 29, 2026). One Purchase event per buyer with total cart value instead of separate events per transaction step.
• [x] CAPI (server-side conversion tracking) — enabled in ThriveCart pixel settings with Meta access token and override source URL set to https://52aiskills.com (May 29, 2026). Purchase events now send server-to-server, bypassing browser-based tracking limitations.

Post-Launch Build

• [ ] Full-funnel buyer bridge email — define offer, timing, copy (see bridge strategy section above)
• [ ] Full Funnel Buyers group in MailerLite — create and tag existing full-funnel buyers
• [ ] Nurture B transition email automation (fires Day 17+ after sequence ends)
• [ ] Nurture B value email automation (NB-V1 through NB-V8, weekly)
• [ ] Existing List Sequence deployment
• [ ] Long-term nurture system deployment
• [ ] UTM parameter preservation — infrastructure roadmap
• [ ] Event deduplication — infrastructure roadmap

Campaign Calendar