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2FALCON SUPPLY CO.
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Falcon Supply Co.
Integrations 5/71 signal
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At risk · this week
Revenue Down 23% WoW
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Business
Revenue fell from $312K to $240K (↓23%) as Shopping campaigns dropped 38% — a new competitor entered the auction, driving CPCs up 41%.
Scan
1 open
0 critical
Last scan
1d ago
weekly cadence
Performance Snapshot · last 30 days
Daily pulse
Previous day · Mon, Jun 29
Revenue
$34,200
▼ 23% wk/wk
Shopping revenue
$13,700
▼ 38% wk/wk
Non-Shopping revenue
$20,500
▲ 2% wk/wk
Blended CPC
$2.79
▲ 41% wk/wk
Impression share
40%
▼ 41% wk/wk
Orders
512
▼ 6% wk/wk
AOV
$148
▼ 1% wk/wk
Conv. rate
2.4%
▼ 3% wk/wk
Sessions
21,400
▼ 8% wk/wk
- • Shopping campaign revenue is down about 38% week over week as a new competitor drives up CPCs.
- • Blended CPC is up about 41% week over week, concentrated in Shopping.
- • Non-Shopping revenue is holding steady, up about 2% week over week — the decline is isolated to Shopping.
Anomalies
High
Shopping campaign revenue dropped to $13,700/day — 38% below the trailing 7-day average.
Med
Blended CPC in Shopping auctions rose 41% WoW as a new competitor entered 5 days ago.
Low
Non-Shopping campaigns held flat, up 2% WoW — isolating the problem to Shopping.
High
· Strategic
#a3f1c9
Revenue Down 23% WoW
Shopping campaign revenue dropped 38% this week. A new competitor entered the auction 5 days ago, driving CPCs up 41% and pushing impression share from 68% to 39%.
Why it matters
Revenue is down 23% week-over-week, concentrated entirely in Shopping campaigns — high-margin products are losing share to the competitor's low-margin push.
Business
Revenue
$72K/wk at risk
What to do
Shift bid strategy to tROAS on the top 50 high-margin SKUs. Reallocate ~$18K/wk to high-AOV product groups where the competitor holds no position.
Based on the SKU margin-and-conversion model, reallocate ~$18K/wk from contested low-margin SKUs to high-AOV product groups.
Cost of waiting
Each week at current levels, the competitor's low-margin push consumes another ~$18K in contested spend while high-margin products stay starved.
Recommended agents · pick one to run
Paid Performance DiagnosticianDiagnoses the channel-level driver behind the revenue decline
Bid Strategy RecommenderProposes the corrected bid strategy for the paid channels
Classification
● Channel
Revenue
How we got here
DECISION TREE · INVESTIGATED LEVERS
StructureRuled out
CreativeRuled out
AudienceRuled out
Bid StrategyRoot cause
60% confidence
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Revenue Down 23%
Iris
Iris · Titan 3.0
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Shopping Recovery Planner AWS
Running for FALCON SUPPLY CO. · triggered from “Revenue Down 23% WoW”
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Shopping Recovery Plan — Falcon Supply Co.
Weekly spend — current vs. proposed
CurrentProposed
Recommended moves
Projected impact: Revenue $240K → ~$290K within 7 days · margin +12%.
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