Fracture Digital · Paid Media

Fracture Scoreboard

PSN · LGXNDS · 6LABZ - Aug 1-26, 2026 · store actuals + platform data

Scorecard Brand health Channels Monthly Sept goal Changes Flags Rules

Where we stand: All three brands now run on store actuals. PSN: $467K sales on $220K spend - 2.12x blended vs the 3.0x goal; corrective cuts landed Aug 26 (PMax capped at $2,500/day each). LGXNDS: online-only sales are $21.3K through Aug 27, projecting a ~$24.5K close - already above the $20K September bar (wholesale excluded); true blended MER is 2.24x. 6LABZ: healthy at 3.04x. LGXNDS TikTok still burns at 0.66x.

Portfolio scorecard - all three brands

Combined blended MER · August

2.24x vs 3.0x goal

Below goal

Store sales

$521,671

Ad spend

$236,161

Orders

3,803

August MER

2.24x

Jan
3.65
Feb
3.30
Mar
3.33
Apr
3.44
May
3.53
Jun
2.73
Jul
2.46
Aug
2.24

Combined monthly blended MER (store sales ÷ ad spend), dashed line = 3.0x goal. The portfolio held 3.2-3.5x through May, then broke in June when PSN spend ramped while sales fell.

Brand health - blended across channels

PSNBelow goal

Total Spend$220,359

Total Sales$467,477

Total Orders2,583

Blended CAC$85.31

Blended MER2.12x

real store sales ÷ all ad spend · goal 3.0x · budgets cut ~40% Aug 26

LGXNDSWatch

Total Spend$15,744

Total Sales$35,273

Total Orders957

Blended CAC$16.45

Blended MER2.24x

real store sales ÷ all ad spend · the pacing sheet's ROAS counts Google spend only

6LABZOn track

Total Spend$6,228

Total Sales$18,921

Total Orders263

Blended CAC$23.68

Blended MER3.04x

real store data · pacing $22.6K/mo, already clears the $20K standard

Spend vs return - by brand and channel

PSN Spend$220,359Sales$467,477MER2.12xBelow goal

Channel	Spend	Revenue	ROAS	Status
Google (PMax)	$212,337	$446,608	2.10	Watch
TikTok	$1,475	$17,031	11.55	Scale
Meta	$539	$8,712	16.2	Scale
Storewide (actual)	$220,359	$467,477	2.12	Below goal

LGXNDS Spend$15,744Sales$35,273MER2.24xWatch

Channel	Spend	Revenue	ROAS	Status
Meta (in PSN ad account)	$7,647	$82,273	10.8	Verify
Google	$6,298	$14,568	2.31	Watch
TikTok	$1,799	$1,181	0.66	Cut
Storewide (actual)	$15,744	$35,273	2.24	Watch

6LABZ Spend$6,228Sales$18,921MER3.04xOn track

Channel	Spend	Revenue	ROAS	Status
Google	$6,053	$7,652	1.26	Tracking fixed
Meta / TikTok	$0	-	-	not active
Storewide (actual)	$6,228	$18,921	3.04	On track

2026 month by month - store sales vs ad spend

Month	Store sales	Spend	MER
January	$764,938	$209,493	3.65	3.65	3.63	-
February	$634,126	$192,271	3.30	3.21	5.40	-
March	$755,626	$226,775	3.33	3.20	7.24	2.88
April	$770,430	$224,287	3.44	3.29	6.00	5.27
May	$776,281	$219,859	3.53	3.31	8.29	6.21
June	$714,302	$262,103	2.73	2.46	10.85	3.94
July	$676,318	$274,726	2.46	2.32	6.41	4.82
August (thru 8/26)	$521,671	$232,887	2.24	2.12	5.60	3.04

Per-brand MER as each pacing sheet reports it: PSN counts Meta + Google spend; LGXNDS and 6LABZ count Google only (LGXNDS Meta spend sits in the PSN Meta account; TikTok is in no sheet). The portfolio row adds TikTok where known. June is the inflection: PSN spend rose ~$47K month-over-month while sales fell ~$105K.

LGXNDS - September goal

September target

$20,000 in online sales in September

Required run rate

$667/day

Current storewide run rate

$1,357/day

Online-only pace (excl. wholesale)

~$771/day

June peak

$76.8K/month

The $20K goal is for online sales only, so wholesale does not count. Online-only sales are $21,262 through August 27 - about $771/day across 26 completed days, projecting a ~$24,300-$24,500 August close. If September holds this pace, the goal clears with room to spare - but storewide sales have dropped from $76.8K in June to a roughly $42K pace, so reversing that decline is still the priority.

Changes I've already made - August 25-26

LGXNDS Google - August 25: I reduced the daily budgets across four campaigns from approximately $250/day to $75/day.
PSN Google - August 26: I reduced the account's budget by approximately 30%, capped both PMax campaigns at $2,500/day each, and paused four campaigns. This brought the account's daily budget down from approximately $8,200 to $5,000.

What I'm changing

1 · LGXNDS TikTok is losing money - 0.66x

We spent $1,799 and generated $1,181 in revenue.

What I'm doingPausing it this week. I'll only relaunch it using the targeting and creative approach that's working for PSN TikTok, which is currently producing an 11.5x return.

2 · The 6LABZ spend increase hurt performance August 19-23

6LABZ is performing well overall at a 3.04x blended return, but Google spend increased from approximately $150/day to $480/day between August 19 and 23. During that period, daily blended ROAS dropped below 1.0x on four of five days. Spend came back down on August 24 and ROAS recovered to between 4x and 6x.

What I'm doingKeeping Google spend between $150 and $200 per day for now. I also fixed conversion tracking on August 27 - Google Ads had only been recording $3.2K of the $18.9K in August sales - and I expect attributed ROAS to improve as clean data comes in. Budget stays steady until the numbers confirm it.

3 · The LGXNDS Cycle Defender retargeting ads on Meta are losing money - 0.54x

These are the follow-up ads shown to people who saw the first Cycle Defender campaign but didn't buy. Since launching August 10 they've spent $468 and brought back only $255 in revenue - about 54 cents for every dollar spent.

What I'm doingPausing it. The original Cycle Defender campaign - the one introducing the product to new audiences - is profitable at 2.71x on $2,453 in spend, so that budget stays flat with a performance review every seven days.

4 · LGXNDS sales are down 45% from the June peak - I'm working to reverse it

Storewide sales went from $76.8K in June to $45.7K in July and are pacing around $42K in August. Spend was not the driver - Google spend actually declined over the same stretch - so this is a demand and conversion problem, not an efficiency one.

What I'm doingReallocating the paused TikTok budget into the Meta prospecting that is holding above 2.7x, refreshing the Cycle Defender creative, and launching the product-recommendation quiz to lift AOV and grow the email list. The goal is to stop the slide in September and rebuild toward June's level.

5 · PSN Google caused the overrun - I made the cuts on August 26

Google's own reporting shows a 1.50x attributed return for August, with daily ROAS at or below 1.0x on five of the final six days before the cuts - reducing the budget was the right move. At approximately $5K per day in Google spend, PSN needs around $15K per day in sales to reach the 3x goal, and the store is currently generating approximately $18K per day.

What I'm doingNo additional budget changes right now. I'll monitor daily blended performance over the next 7-10 days and report the results before and after the cuts.

Scoreboard rules

Green = blended ROAS at or above 3.0x (scale). Yellow = 2.0-3.0x (watch, no budget increases). Red = below 2.0x (cut or fix within 7 days). Thresholds are drafts pending margin data per brand.

Revenue figures are platform-attributed (pixel) and overstate reality - each platform claims credit for overlapping orders. Weekly reporting uses blended ROAS/CAC per brand: total store revenue divided by total ad spend, from store order data, not pixels.

Data pulled Aug 27, 2026 from Google Ads, Meta Ads, and TikTok Ads. PSN TikTok figures through Aug 25; all others through Aug 26. LGXNDS includes $697 of paused LGXNDS spend inside the PSN Google account.

Scorecard Channels Path to 3x Monthly Flags

PSN: $467K in store sales on $220K spend this month - 2.12x blended vs the 3.0x goal. The June-July Google spend ramp broke a five-month streak above 3.2x. I cut budgets roughly 40% on August 26 - the next two weeks decide if the fix holds.

August scorecard

Blended MER · August

2.12x vs 3.0x goal

Below goal

Store sales

$467,477

Ad spend

$220,359

Orders

2,583

Google CAC

$114.66

Jan
3.65
Feb
3.21
Mar
3.20
Apr
3.29
May
3.31
Jun
2.46
Jul
2.32
Aug
2.12

Monthly blended MER (Shopify sales ÷ Meta + Google spend), dashed line = 3.0x goal. Above goal Jan-May; the June-July spend ramp ($208K → $263K/mo) while sales fell is the entire decline.

August by channel

Channel	Spend	Revenue	ROAS	Status
Google (PMax)	$212,337	$446,608	2.10	Watch
TikTok	$1,475	$17,031	11.55	Scale
Meta	$539	$8,712	16.2	Scale
Storewide (actual)	$220,359	$467,477	2.12	Below goal

Path back to 3.0x

New Google budget

~$5K/day

Sales needed for 3x

$15K/day

Current sales

~$18K/day

Review window

7-10 days

The cuts I made on August 26 (PMax capped at $2,500/day each, four campaigns paused, ~$8.2K → ~$5K/day) put spend at the level where 3.0x is achievable if sales hold near $15K/day - the store currently does ~$18K/day. I'm not making further budget moves for now; daily MER is the number I'm watching.

2026 month by month

Month	Store sales	Ad spend	MER
January	$735,142	$201,277	3.65
February	$592,914	$184,640	3.21
March	$687,701	$215,212	3.20
April	$694,298	$211,007	3.29
May	$689,757	$208,479	3.31
June	$608,637	$247,698	2.46
July	$609,668	$263,245	2.32
August (thru 8/26)	$467,477	$220,359	2.12
YTD	$5,085,594	$1,751,916	2.90

Flags

PSN Google caused the overrun - I made the cuts on August 26

Sheet-attributed Google ROAS was just 1.50x in August, with daily ROAS at or below 1.0 on five of the last six pre-cut days.

What I'm doingI'm watching daily MER for the next 7-10 days and will report the before/after.

TikTok and Meta are the bright spots

TikTok runs 11.55x on $57/day; Meta's PSN campaigns run ~16x on tiny spend.

What I'm doingI'm scaling both modestly - they're the cheapest sales in the account, but they can't move the month; Google decides that.

Source: FD | PSN | Daily Pacing (Shopify online + retail) through Aug 26. Paid-social column is the whole FD | PSN Meta account and includes ~$7.6K of LGXNDS campaigns.

Scorecard Channels Sept goal Monthly Flags

LGXNDS: online-only sales are $21.3K through August 27 and projecting a ~$24.5K close - already above the $20K September bar (wholesale excluded). But storewide sales have fallen ~45% since the June peak. True blended MER is 2.24x once Meta and TikTok spend are counted; the pacing sheet's Google-only view overstates it. TikTok is losing money at 0.66x - I'm pausing it this week.

August scorecard

Blended MER · August · all channels

2.24x vs 3.0x goal

Watch

Store sales

$35,273

Ad spend (all)

$15,744

Orders

957

Sales trend

Jun $77K → ~$42K

Jan
3.63
Feb
5.40
Mar
7.24
Apr
6.00
May
8.29
Jun
10.85
Jul
6.41
Aug
5.60

Monthly storewide sales ÷ Google spend, as the pacing sheet reports it - Meta ($7.6K in Aug, parked in the PSN ad account) and TikTok are NOT in these numbers. Counting all channels, August is 2.24x. Dashed line = 3.0x.

August by channel

Channel	Spend	Revenue	ROAS	Status
Meta (in PSN ad account)	$7,647	$82,273	10.8	Verify
Google	$6,298	$14,568	2.31	Watch
TikTok	$1,799	$1,181	0.66	Cut
Storewide (actual)	$15,744	$35,273	2.24	Watch

September goal

September target

$20,000 in online sales in September

Required run rate

$667/day

Current storewide run rate

$1,357/day

Online-only pace (excl. wholesale)

~$771/day

June peak

$76.8K/month

2026 month by month

Month	Store sales	Google spend	ROAS vs Google
January	$29,796	$8,216	3.63
February	$41,212	$7,631	5.40
March	$57,492	$7,938	7.24
April	$50,787	$8,469	6.00
May	$63,221	$7,627	8.29
June	$76,786	$7,076	10.85
July	$45,660	$7,125	6.41
August (thru 8/26)	$35,273	$6,300	5.60
YTD	$400,228	$60,381	6.63

Flags

TikTok is losing money - 0.66x

$1,799 in, $1,181 back in August.

What I'm doingI'm pausing it this week and will only relaunch with the PSN TikTok playbook (11.5x next door).

Sales are down 45% from the June peak - I'm working to reverse it

Storewide sales fell from $76.8K in June to a ~$42K pace in August. The volume decline, not ad efficiency, is the biggest threat to momentum.

What I'm doingI'm reallocating the TikTok budget into what's working, pushing new Cycle Defender creative on Meta, and getting the quiz funnel live to rebuild top-of-funnel volume.

Changes I made on August 25

I cut Google daily budgets from ~$250/day to ~$75/day across four campaigns.

What I'm doingNext I'm pausing the Meta Cycle Defender retargeting campaign - the follow-up ads shown to people who saw the first campaign but didn't buy. It's only returned 54 cents per dollar since August 10. The original campaign targeting new audiences is profitable at 2.71x and holds flat with 7-day reviews.

Source: FD | LGXNDS | Daily Pacing (Shopify storewide) through Aug 26.

Scorecard Channels $20K standard Monthly Flags

6LABZ: the healthy one - $18.9K in store sales on $6.2K spend, 3.04x blended, already pacing above the $20K standard it's judged on next. One watch-out: the August 19-23 spend increase briefly broke daily economics. I also fixed conversion tracking on August 27 - it had been missing most sales, and Smart Bidding finally has real data.

August scorecard

Blended MER · August

3.04x above 3.0x goal

On track

Store sales

$18,921

Ad spend

$6,228

Orders

263

CAC

$23.68

Jan
-
Feb
-
Mar
2.88
Apr
5.27
May
6.21
Jun
3.94
Jul
4.82
Aug
3.04

Monthly blended MER (WooCommerce sales ÷ Google spend), dashed line = 3.0x goal. Paid started in March. Every full month has cleared 2.88x; June dipped when spend nearly doubled.

August by channel

Channel	Spend	Revenue	ROAS	Status
Google (platform-attributed)	$6,053	$7,652	1.26	Tracking fixed
Meta / TikTok	$0	-	-	not active
Storewide (actual)	$6,228	$18,921	3.04	On track

The $20K standard

Next up for the $20K standard after LGXNDS

$20,000 monthly online sales

Aug pace

~$22.6K/mo

Best month (Jun)

$28.9K

YTD sales

$127,871

YTD MER

4.25x

Already clearing the bar at a profitable MER. The scale-up path exists (June proved ~$29K/mo) and now runs through the conversion tracking I fixed on August 27 proving itself - Smart Bidding couldn't scale on data that missed five of every six dollars.

2026 month by month

Month	Store sales	Ad spend	MER
January	$0	$0	-
February	$0	$0	-
March	$10,433	$3,625	2.88
April	$25,345	$4,811	5.27
May	$23,303	$3,753	6.21
June	$28,879	$7,329	3.94
July	$20,990	$4,356	4.82
August (thru 8/26)	$18,921	$6,228	3.04
YTD	$127,871	$30,102	4.25

Flags

The spend increase hurt performance August 19-23

Daily Google spend tripled from ~$150 to ~$480/day and daily blended ROAS fell below 1.0 on four of five days; ROAS recovered to 4-6x once spend came back down August 24.

What I'm doingI'm holding Google at ~$150-200/day while the new tracking data settles.

I fixed conversion tracking on August 27 - now let it learn

August's 1.26x attributed vs 3.04x true blended happened because tracking captured only $3.2K of $18.9K in sales. I fixed the tag on August 27.

What I'm doingI'm giving Smart Bidding a week or two on clean data before judging or scaling - this is the unlock for growing past $20K/mo profitably.

Source: FD | 6LABZ | Daily Pacing (WooCommerce storewide) through Aug 26.