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Past its date 2

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Launches

5 running · $6,126 spent · 2 past the date they should have been judged on · 1 never had one

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sorted by the date each one was supposed to be judged on

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	UID	Product	Started	Day	Steps done	Spent	Units	Conversion	Needs	Judge it on	What is still undone
●	PB345	Light-up duck, 3-pack	Aug 03	15	7 of 10	$840	612	6.9%	8.0%	was Aug 17	Vine enrolment and A+ content — neither blocked the launch
●	PB077	Weighted lap pad	Jun 02	77	10 of 10	$4,180	1,904	7.8%	7.4%	never set	nothing — but nobody ever agreed when it stops being a launch
These two rows are the same failure at two different ages. The duck was due to be judged yesterday and nobody looked; the lap pad has been running for seventy-seven days and was never given a date to be judged on at all, which is why it has spent $4,180 on a decision that has never been made. A launch without a date in the diary does not end — it becomes a line in the budget that everybody assumes somebody else approved. So the date is set when the launch is created, it is a column rather than a note, and the row turns red on the day it passes rather than the week somebody notices.
●	SW044	Baby scale tray, large	Aug 12	6	9 of 10	$210	38	4.1%	6.8%	Aug 26	too early to read — 41 clicks so far
●	PB512	Christmas light-up snowman	Jul 28	21	10 of 10	$486	134	9.4%	7.2%	passed Aug 11	kept — moved to the normal budget on Aug 12
●	PB211	Sensory bin scoops	Jul 15	34	10 of 10	$410	322	11.2%	6.1%	passed Jul 29	kept — ACoS settled at 18%
Conversion is what a launch is judged on, not ACoS, and the number it has to beat is arithmetic rather than opinion. At $16.99 with $4.18 of landed cost, $4.62 of fulfilment and a $1.38 click, the duck needs eight conversions in every hundred clicks before the advertising pays for itself. It is making 6.9. That is not a campaign improving slowly, it is a campaign below the line — and the distinction matters because ACoS on the same campaign reads 34%, which looks like something to optimise rather than something to stop.
The steps that get skipped are always the same two, and they are the two that move conversion. Vine puts the first reviews on a product that has none; A+ content is the difference between a page that answers objections and a page that does not. Neither blocks a launch from starting, so both get postponed to the week after — and then the launch is judged on a conversion rate it was never given the chance to earn. The board shows the step count on every row for that reason: 7 of 10 beside a failing conversion rate is a different conversation from 10 of 10 beside one.

5 launches · $6,126 spent · 2 past their date · 1 with no date · 2 below break-even conversion · 3 steps outstanding

a launch with no date in the diary is a budget line nobody approved