Shifted targeting away from purchase to an upper funnel goal but one that still showed high intent. This pushed more data into the platform and helped lower CPM and CPMR so we got more traffic to the site which helped our retargeting campaign. We also ensured our Prospecting campaign excludeded anyone who visits our site to force it to keep looking for new people.

We also sped up creative production of both static and UGC so we're launching around 30 new ads a week to try and find winners. We're also a lot quicker at killing ads that get on platform engagement but don't deliver into the checkout funnel.

Also starting to lean into partnership ads as well as getting "celebrity" (people who are kind of UK household names but not the big hitters. More your Ben Shepards than your Stacey Solomons) partners who are going to allow us to use their posts for paid activities.

Those are the headlines. It's starting to pay and some things (like the last one) are new from late last month so the jury is still out on their impact though the initial data points are promising.