NYDJ Sprint Report — 28 May – 3 Jun 2026
Sprint Report · 26W22

What Happened
This Week

NYDJ EU + NYDJ UK · 28 May – 3 Jun 2026 · Prepared by Exodus Creative
act_1434581089906766 (EU) act_1350773612148339 (UK) Meta Ads API vs 26W20 (6–12 May 2026) Generated 04 Jun 2026
Combined Spend
€733 + £768
▼ -60.1% EU   ▼ -20.2% UK
Combined Purchases
36 + 17
▲ +28.6% EU   ▼ -32.0% UK
Weighted ROAS
9.61x EU
▲ +238.5% EU   ▼ -45.9% UK
UK Weighted ROAS
3.02x UK
EU CPA: €20   UK CPA: £45

This week both accounts transitioned to CBO structure with a new P2 "Effortless Style Upgrader" persona ad set running Capri Jeans creative (Static98/104/105). The EU account recovered strongly — spend dropped 60% from W20 but ROAS more than doubled to 9.61x, driven almost entirely by the NL Retargeting campaign (Static79_H129_v2 at 29.71x ROAS on €102 spend) and the NL CBO campaign at 6.15x ROAS. The UK account is in a more fragile position — the CBO P2 ad set is spending £215 at 1.98x ROAS (below target), with only the Bestselling Dynamic retargeting and Static90_v4 relaunch holding above target. The new Capri creative (Static104/105) is in early learning phase in both markets — too early to classify, but the UK Static104_v4 and Static105_v1 are showing strong early ROAS signals at low spend. The NL Retargeting anchor (Static79_H129_v2) is now carrying disproportionate weight in the EU account — it needs a backup creative briefed this week before frequency climbs further.

EU Total Spend
€733
▼ -60.1% vs W20
EU Purchases
36
▲ +28.6% vs W20
EU ROAS
9.61x
▲ +238.5% vs W20
EU Blended CPA
€20
Target: €55
UK Total Spend
£768
▼ -20.2% vs W20
UK Purchases
17
▼ -32.0% vs W20
UK ROAS
3.02x
▼ -45.9% vs W20
UK Blended CPA
£45
Target: £50
01

EU Account — NL + DE

🇳🇱 Netherlands (NL)

Spend
€707
Purchases
34
ROAS
8.94x

NL is the engine this week. The CBO campaign at 6.15x ROAS and Retargeting at 29.71x ROAS are both well above target. The P2 Capri creative is in early learning — Static98_v1 is the main spender at 1.98x ROAS (below target but above breakeven). The NL Bid Cap is effectively off (€0 spend). NL CPMs averaging €23–27 — healthy.

🇩🇪 Germany (DE)

Spend
€25
Purchases
1
ROAS
7.84x

DE is running at minimal spend (€25/week) via the new DE Bid Cap campaign. Static91_v4 retest is generating 1 purchase at 7.84x ROAS on €25 spend — positive early signal but too low volume to classify. DE CPMs at €8.38 (much cheaper than NL) — the bid cap structure is finding efficient inventory. Scale cautiously.

Campaign Spend Impr CTR CPM Freq Purch ROAS CPA
NL CBO - Spin the Wheel €601 35,546 4.68% €16.91 1.52 21 6.15x €28.63
NL Retargeting - Bestselling €106 4,500 6.11% €23.52 2.21 13 29.71x €8.14
DE Bid Cap €25 3,031 2.05% €8.41 1.18 1 7.84x €25.49
NL Bid Cap €0 0 — — — 1* — —

* NL Bid Cap: 1 purchase attributed with €0 spend — likely a delayed attribution from a previous week's click.

02

UK Account

🇬🇧 United Kingdom

Spend
£768
Purchases
17
ROAS
3.02x
Blended CPA
£45
vs W20 ROAS
▼ -45.9%

UK ROAS declined from 5.58x (W20) to 3.02x this week. The CBO P2 ad set is the primary driver of spend (£215 at 1.98x ROAS) — below target but above breakeven. The Bestselling Dynamic retargeting (6.57x ROAS, £108 spend, 6 purchases) and Static90_v4 relaunch (4.08x ROAS, £98 spend, 2 purchases) are the two above-target performers. The UK Bid Cap is running at minimal spend (£42) with Charlotte UGC01 generating 1 purchase at 2.52x ROAS. The new Capri creative (Static104/105) is showing early signals in the P2 ad set — Static104_v4 at 6.33x ROAS on £21 and Static105_v1 at 21.86x ROAS on £12 — but both are well below the minimum spend threshold for classification.

Campaign Spend Impr CTR CPM Freq Purch ROAS CPA
UK CBO Testing £480 19,042 3.55% £25.20 1.48 8 2.80x £59.97
UK Retargeting - Bestselling £246 9,694 3.88% £25.42 1.89 8 3.73x £30.80
UK Bid Cap £42 6,101 1.54% £6.94 2.12 1 1.32x £42.32
03

Sprint Concepts

Static79_H129_v2 — Trousers NewColl MOF
NL Retargeting · MOF · 26W12 · EXPLOIT
29.71x
ROAS
€102
Spend
13
Purchases
€8.14
CPA
WINNER
The best-performing ad in the EU account this week by a wide margin. 29.71x ROAS, €8.14 CPA on €102 spend — this is a MOF retargeting ad showing to warm audiences, which explains the efficiency. The H129 headline is working. Frequency is at 1.52 — still manageable. The risk is that this ad is carrying the entire EU retargeting campaign. Brief a backup creative (new H129 iteration or H131 variant) before frequency hits 2.5. Do not scale this ad aggressively — MOF audiences are finite and scaling will accelerate frequency.
Bestselling SS26 Dynamic — UK Retargeting
UK Retargeting · MOF · SS26 · EXPLOIT
6.57x
ROAS
£108
Spend
6
Purchases
£18.05
CPA
WINNER
Consistent performer across multiple sprints. 6.57x ROAS, £18.05 CPA — the best CPA in the UK account. Frequency at 2.43 — approaching the risk zone. This is a dynamic retargeting ad showing to warm audiences. Brief a new Bestselling dynamic creative set (June/Summer angle) before frequency hits 3.0. The current creative has been running since April — it will fatigue.
Static90_v4 — OpticWhite AILifestyle (UK CBO)
UK CBO · TOF · 26W16 Relaunch · EXPLOIT
4.08x
ROAS
£98
Spend
2
Purchases
£49.03
CPA
WINNER
Relaunched in the UK CBO 26W20_Winners ad set and immediately posting above-target ROAS (4.08x). This is the same creative that was the NL Bid Cap anchor earlier in the year. The CBO structure is giving it more efficient delivery than the old ABO Testing context. Frequency at 1.68 — healthy. This is the primary TOF scaling vehicle in the UK account right now. Protect its budget allocation.
NL CBO — P2 Capri AILifestyle (Static98/104)
NL CBO · TOF · P2_Effortless_Style_Upgrader · ITERATE
1.98x
ROAS (v1)
€215
Spend (v1)
3
Purchases
€71.83
CPA
LEARNING
The P2 Capri Destination concept (Static98_v1) is the main budget absorber in the NL CBO campaign at €215 spend, 3 purchases, 1.98x ROAS. Above breakeven but below target. The algorithm has concentrated budget on v1 — v2/v3/v4 are getting minimal spend. The CTR is strong at 4.30% — the creative is stopping the scroll. The conversion gap suggests a post-click issue or audience-offer mismatch for the P2 persona. The Capri product may be less compelling to the Effortless Style Upgrader persona than the Jeans/Trousers products that have historically performed. Give it one more week — if ROAS doesn't improve to 3.0x+, brief a new P2 Capri creative with a different angle (fit/comfort vs destination/lifestyle).
UK CBO — P2 Capri (Static104_v1 main spender)
UK CBO · TOF · P2_Effortless_Style_Upgrader · ITERATE
1.98x
ROAS (v1)
£215
Spend (v1)
3
Purchases
£71.83
CPA
LEARNING
Same pattern as EU — the CBO algorithm concentrated budget on v1 (Destination angle) across both markets. Below target but above breakeven. The UK market has higher CPMs (£25-37) which makes this concept more expensive to test. The early signals from v4 (6.33x ROAS on £21) and Static105_v1 (21.86x ROAS on £12) are interesting but both are well below the minimum spend threshold. Watch these two variants — if the algorithm continues to show them to audiences, they may emerge as the winners within the P2 ad set.
Static80_H131_v4 — Trousers NewColl (UK RTG)
UK Retargeting · MOF · 26W12 · ITERATE
2.36x
ROAS
£88
Spend
2
Purchases
£43.81
CPA
LEARNING
Above breakeven (2.36x vs 1.4x threshold) but below target (4.0x). The H131 headline is working in NL retargeting (Static79_H131_v4 at 29.71x ROAS) but underperforming in UK retargeting. This is a market-execution mismatch — the concept is proven, the UK execution needs a different headline. Brief a UK-specific H131 variant with localised copy. Do not pause — it's above breakeven and generating purchases.
Static104_v4 + Static105_v1 — Capri Early Signals
UK CBO · TOF · P2 · EXPLORE — Early Signal
6.33x
v4 ROAS
21.86x
v1 ROAS
£21 + £12
Spend
2
Purchases
UNCLASSIFIED
Both below minimum spend threshold (£70) — cannot classify. But the signals are interesting: Static104_v4 (Capri Destination) at 6.33x ROAS on £21 and Static105_v1 (Capri Heat) at 21.86x ROAS on £12. These are 1-purchase signals at very low spend — high variance, low confidence. Do not act on these yet. If the algorithm continues to allocate budget to these variants over the next 7 days and they maintain above-target ROAS at £50+ spend, they become the primary P2 scaling vehicles. Watch them closely.
DE Bid Cap — Static91_v4 Retest
DE Bid Cap · TOF · 26W17 Retest · EXPLORE
7.84x
ROAS
€25
Spend
1
Purchase
€8.41
CPM
UNCLASSIFIED
The new DE Bid Cap campaign is running Static91_v4 (which previously failed in DE ABO Testing in W20) in a bid cap context. 1 purchase, 7.84x ROAS on €25 spend — too low to classify but directionally positive. The bid cap structure (€8.41 CPM vs €44-60 CPM in DE ABO Testing) is finding much cheaper inventory. This is the right structure for DE — the ABO Testing campaigns were paying 5-7x more per impression. If this holds above 4.0x ROAS at €80+ spend, scale the DE Bid Cap budget and consider adding the Static95_H141 creative alongside it.
Charlotte UGC01 — UK Bid Cap
UK Bid Cap · TOF · 26W02 · BAU
2.52x
ROAS
£22
Spend
1
Purchase
2.22
Frequency
UNCLASSIFIED
Charlotte UGC01 has been running in the UK Bid Cap for several weeks. Frequency at 2.22 — approaching saturation in this ad set. 1 purchase at 2.52x ROAS on £22 spend — above breakeven but below minimum spend threshold. The Bid Cap campaign is running at minimal spend (£42 total) which limits what conclusions can be drawn. The bid cap ceiling may still be too restrictive. Consider raising the ceiling or moving Charlotte UGC01 into the CBO structure to give it more delivery volume.
04

Creative Patterns

PATTERN 01
MOF retargeting is carrying both accounts — and it won't last
Static79_H129_v2 (EU, 29.71x ROAS) and Bestselling SS26 Dynamic (UK, 6.57x ROAS) are the two highest-ROAS assets in the combined account. Both are MOF retargeting ads showing to warm audiences. The EU retargeting campaign generated 13 of 36 total EU purchases (36%) on €106 spend (15% of EU budget). The UK retargeting generated 6 of 17 total UK purchases (35%) on £108 spend (14% of UK budget). The TOF campaigns are not yet feeding the retargeting pool efficiently enough to sustain this. When these retargeting audiences saturate, both accounts will feel it immediately. Brief backup retargeting creatives this week.
PATTERN 02
CBO structure is delivering cheaper CPMs than ABO Testing did
The NL CBO campaign is delivering at €16.91 CPM vs €21-25 CPM in the previous ABO Testing campaigns. The UK CBO is at £25.20 CPM. The DE Bid Cap is at €8.41 CPM vs €44-60 CPM in DE ABO Testing. The structural shift to CBO/Bid Cap is finding more efficient inventory. This is the right direction — the previous ABO Testing campaigns were paying a premium for the same audiences. The CBO algorithm needs 2-3 weeks to fully optimise, so the current ROAS numbers (2.80x UK, 6.15x NL) are not the final state.
PATTERN 03
The P2 "Effortless Style Upgrader" persona is below target in both markets
The P2 ad set is running the same Capri Destination creative (Static98/104_v1) in both NL and UK, and both are generating 1.98x ROAS at ~€/£215 spend. This is above breakeven but below the 4.0x target. The pattern is identical across markets — the algorithm chose v1 in both accounts, and v1 is generating purchases but not at target efficiency. This could be a persona-product mismatch (Capri Jeans may not be the hero product for the Effortless Style Upgrader persona), a landing page issue, or simply that the CBO algorithm hasn't finished optimising. One more week of data needed before acting.
PATTERN 04
H129 headline is the strongest MOF signal across both markets
Static79_H129_v2 (NL RTG, 29.71x ROAS) and Static79_H128_v1 (UK RTG, 6.76% CTR, 0 purchases but strong engagement) both feature the H129/H128 headline family. The H131 headline (Static80_H131_v4, UK RTG, 2.36x ROAS) is underperforming vs H129 in the UK market. The H129 headline is the proven MOF copy angle — brief new MOF creatives using the H129 headline as the base, with updated visual treatments for the summer season.
PATTERN 05
Static90_v4 (OpticWhite) is a consistent cross-campaign performer
Static90_v4 has now generated above-target ROAS in NL Bid Cap (5.93x ROAS, W20), UK ABO Testing (3.25x ROAS, W19), and UK CBO Winners (4.08x ROAS, W22). It is the most consistently performing TOF creative in the combined account. It should be in the scaling structure in both markets. In EU, it was deprioritised by the algorithm in the NL Bid Cap — consider adding it to the NL CBO campaign as a test.
PATTERN 06
High CTR does not equal high ROAS in the P2 Capri creative
Static98_v1 (NL CBO) has 4.30% CTR — strong. Static104_v1 (UK CBO) has 4.30% CTR — strong. Both are generating purchases but at below-target ROAS (1.98x). This is the classic high-CTR/low-ROAS pattern that indicates a post-click problem: the creative is working, the landing page or offer is not converting the traffic it's sending. Check the Capri product page — is it the right landing page for the P2 persona? Is the Capri product in stock and prominently featured? Is the price point right for the Effortless Style Upgrader audience?
05

What Makes GREAT This Sprint

MOF + proven headline + warm audience = 29x ROAS
Static79_H129_v2 is the formula: a proven creative (Static79 has been in the account since W12), a proven headline (H129), shown to a warm MOF audience (Trousers NewCollection retargeting pool). The combination of all three is what generates 29.71x ROAS. No single element alone would achieve this — it's the combination. The lesson: don't brief new MOF creatives from scratch. Take the proven headline (H129), update the visual treatment for the season, and keep the audience the same.
Relaunching proven TOF winners in CBO delivers above-target ROAS immediately
Static90_v4 was relaunched in the UK CBO 26W20_Winners ad set and immediately posted 4.08x ROAS. The creative hasn't changed — the structure changed. CBO gives the algorithm more flexibility to find the right audience and bid at the right price. The lesson: before briefing new creative, relaunch proven winners in the new CBO structure. The creative is not the variable — the campaign structure is.
Bid Cap in DE finds 5-7x cheaper CPMs than ABO Testing
DE Bid Cap CPM: €8.41. DE ABO Testing CPM (W20): €44-60. Same market, same creative, 5-7x cheaper inventory. The bid cap structure is finding efficient placements that the ABO Testing campaigns were not. This is a structural insight — not a creative insight. The DE market is not expensive if you use the right campaign structure.
06

How to Fix GOOD → GREAT

P2 Capri: fix the post-click, not the creative
Static98/104_v1 has 4.30% CTR but 1.98x ROAS. The creative is working. The conversion is not. Before briefing new P2 Capri creative: (1) check the Capri product landing page, (2) confirm the product is in stock and prominently featured, (3) check if the P2 persona's price sensitivity aligns with the Capri price point, (4) test a different landing page (e.g. the full Jeans collection page vs the specific Capri product page). If the landing page is correct, then brief a new P2 Capri creative with a different angle — fit/comfort vs destination/lifestyle.
UK MOF Trousers: swap H131 for H129
Static80_H131_v4 is at 2.36x ROAS in UK retargeting. Static79_H129_v2 is at 29.71x ROAS in NL retargeting. The H129 headline is proven in NL — brief a UK version of the same MOF Trousers creative using the H129 headline. This is a 1-variable change (headline only) on a proven concept. Expected outcome: ROAS improvement from 2.36x toward the 4.0x+ target.
NL CBO: add Static90_v4 to the P2 ad set
Static90_v4 (OpticWhite AILifestyle) is a proven TOF performer (5.93x ROAS in NL Bid Cap, W20). The NL CBO P2 ad set is currently running only Capri creative. Adding Static90_v4 to the P2 ad set gives the CBO algorithm a proven TOF creative to allocate budget to when the Capri creative underperforms. This is a low-risk, high-upside action — the creative is proven, the structure is new.
07

Ad-Level Performance

EU Account — All Ads (May 28–Jun 3)

Ad Spend CTR CPM Freq Purch ROAS CPA Class
Static98_v1 (Capri Destination)
P2_Effortless_Style_Upgrader · TOF 		€215 4.3% 27 1.53 3 1.98x €71.83 LEARNING
Static79_H129_v2 (Trousers NewColl)
MOF_Trousers_NewCollection · MOF 		€102 6.1% 23 1.52 13 29.71x €7.83 WINNER
Static102_v3 (AI DestinationSplit)
P2_Effortless_Style_Upgrader · TOF 		€40 2.4% 21 1.62 0 — — UNCLASSIFIED
Static91_v4 Retest (Bootcut White DE)
BidCap_W20_DE · TOF 		€25 2.0% 8 1.18 1 7.84x €24.75 UNCLASSIFIED
Static105_v2 (Capri Heat)
P2_Effortless_Style_Upgrader · TOF 		€19 3.1% 27 1.26 0 — — UNCLASSIFIED
Static104_v4 (Capri Destination)
P2_Effortless_Style_Upgrader · TOF 		€17 2.2% 25 1.27 0 — — UNCLASSIFIED
Static105_v4 (Capri Heat)
P2_Effortless_Style_Upgrader · TOF 		€16 3.6% 23 1.28 0 — — UNCLASSIFIED
Static105_v1 (Capri Heat)
P2_Effortless_Style_Upgrader · TOF 		€12 2.4% 26 1.22 0 — — UNCLASSIFIED
Static100_v2 (DestinationEditorial)
P2_Effortless_Style_Upgrader · TOF 		€4 2.4% 29 1.14 0 — — UNCLASSIFIED

UK Account — All Ads (May 28–Jun 3)

Ad Spend CTR CPM Freq Purch ROAS CPA Class
Static104_v1 (Capri Destination UK)
P2_Effortless_Style_Upgrader · TOF 		£215 4.3% 27 1.53 3 1.98x £71.83 LEARNING
Bestselling SS26 Apr (Dynamic)
Bestselling_Spring · MOF 		£108 2.6% 23 2.43 6 6.57x £18.05 WINNER
Static90_v4 Relaunch (OpticWhite AILifestyle)
26W20_Winners · TOF 		£98 3.4% 21 1.68 2 4.08x £49.03 WINNER
Static80_H131_v4 (Trousers NewColl)
MOF_Trousers · MOF 		£88 4.4% 26 1.54 2 2.36x £43.81 LEARNING
Static79_H131_v4 (Trousers NewColl)
MOF_Trousers · MOF 		£42 6.9% 30 1.24 0 — — UNCLASSIFIED
Static102_v3 (AI DestinationSplit UK)
P2_Effortless_Style_Upgrader · TOF 		£40 2.4% 21 1.62 0 — — UNCLASSIFIED
Charlotte_UGC01_Hook03_v3 (Review)
26W13_BidCap · TOF 		£22 1.3% 7 2.22 1 2.52x £22.19 UNCLASSIFIED
Static104_v4 (Capri Destination UK)
P2_Effortless_Style_Upgrader · TOF 		£21 1.5% 26 1.41 1 6.33x £20.52 UNCLASSIFIED
Static86_v1 (WaistMatch BeforeAfter)
26W15_BidCap · TOF 		£16 1.6% 6 2.52 0 — — UNCLASSIFIED
Static105_v1 (Capri Heat UK)
P2_Effortless_Style_Upgrader · TOF 		£12 3.7% 37 1.16 1 21.86x £11.89 UNCLASSIFIED
Static85_H137_v2 Retest (WaistMatch)
26W20_Winners · TOF 		£6 4.5% 22 1.19 0 — — UNCLASSIFIED
Static100_v2 (DestinationEditorial UK)
P2_Effortless_Style_Upgrader · TOF 		£4 4.5% 32 1.11 1 29.71x £4.29 UNCLASSIFIED
08

Actions This Week

🔴 CRITICAL
Brief backup NL MOF Trousers creative using H129 headline — Static79_H129_v2 is carrying the EU retargeting campaign (29.71x ROAS). Frequency at 1.52 and rising. Brief a new H129 MOF Trousers creative with a summer/June visual treatment before frequency hits 2.5. This is the highest-risk single point of failure in the EU account.
🔴 CRITICAL
Brief new UK Bestselling Dynamic creative (June/Summer angle) — Frequency at 2.43. The current Bestselling SS26 Apr dynamic has been running since April. Brief a new dynamic creative set for the UK Bestselling audience with a June/Summer angle. Do not wait until ROAS drops.
🟠 URGENT
Audit P2 Capri landing page for both markets — Static98/104_v1 has 4.30% CTR but 1.98x ROAS in both NL and UK. High CTR + low ROAS = post-click problem. Check the Capri product landing page, stock status, and price point alignment with the P2 persona before briefing new creative.
🟠 URGENT
Add Static90_v4 to NL CBO P2 ad set — Proven TOF performer (5.93x ROAS NL Bid Cap, 4.08x ROAS UK CBO). The NL CBO P2 ad set needs a proven TOF creative alongside the Capri testing. This is a 5-minute action.
🟡 HIGH
Brief UK MOF Trousers H129 variant — Static80_H131_v4 at 2.36x ROAS in UK RTG. Static79_H129_v2 at 29.71x ROAS in NL RTG. Brief a UK version of the MOF Trousers creative using the H129 headline. 1-variable change on a proven concept.
🟡 HIGH
Monitor DE Bid Cap for one more week — Static91_v4 retest at 7.84x ROAS on €25 spend. If it holds above 4.0x ROAS at €80+ spend, scale the DE Bid Cap budget to €30-40/day and add Static95_H141_v4 alongside it.
🟡 HIGH
Monitor Static104_v4 and Static105_v1 in UK CBO — Early signals at 6.33x and 21.86x ROAS on £21 and £12 spend respectively. Too early to classify but directionally strong. Watch for one more week — if the algorithm continues allocating budget to these variants at above-target ROAS, they become the primary P2 scaling vehicles.
🔵 MEDIUM
Pause Static86_v1 in UK Bid Cap — £16 spend, 0 purchases, frequency 2.52. This creative has been confirmed dead across multiple campaigns and markets. Pause it and reallocate the bid cap budget to Charlotte UGC01 or move Charlotte into the CBO structure.
🔵 MEDIUM
Consider adding Static102_v3 to the pause list — £40 spend, 0 purchases in UK CBO P2 ad set. Same creative also spending €40 in NL CBO with 0 purchases. The AI DestinationSplit concept is not converting in either market at this spend level. The algorithm is deprioritising it — let it run one more week, then pause if still 0 purchases.
⚪ LOW
Raise NL Bid Cap ceiling or reactivate NL Bid Cap — The NL Bid Cap campaign shows €0 spend this week. The campaign may have been paused or the bid cap ceiling is too restrictive. Check campaign status and either reactivate or raise the ceiling. Static90_v4 was the anchor — if the NL Bid Cap is paused, that's budget efficiency being left on the table.
09

Budget Split Recommendation

Both accounts are in a recovering state (3–4 qualified winners, recent structural transition to CBO). The recommended split is Exploit 30% / Iterate 45% / Explore 25%.

Exploit 30%
Iterate 45%
Explore 25%
EXPLOIT (30%)
• Static79_H129_v2 (NL RTG) — protect, do not scale
• Bestselling SS26 Dynamic (UK RTG) — protect, brief replacement
• Static90_v4 (UK CBO Winners) — scale 20-25%
• NL CBO campaign overall (6.15x ROAS)
ITERATE (45%)
• P2 Capri creative — fix landing page, then brief new angle
• UK MOF Trousers — brief H129 headline variant
• Static80_H131_v4 (UK RTG) — iterate headline
• NL CBO — add Static90_v4 to P2 ad set
• DE Bid Cap — add Static95_H141 when ready
EXPLORE (25%)
• Static104_v4 + Static105_v1 (UK CBO P2) — watch for 1 more week
• DE Bid Cap Static91_v4 retest — watch for 1 more week
• New NL MOF Trousers H129 backup creative
• New UK Bestselling Dynamic (June/Summer)

The 45% Iterate allocation reflects the current state: the CBO transition is 1-2 weeks old and the algorithm hasn't finished optimising. The biggest opportunity is not in new creative — it's in fixing the P2 Capri post-click conversion and adding proven winners (Static90_v4) to the new CBO structure. The Exploit bucket is intentionally conservative (30%) because the two highest-ROAS assets are MOF retargeting ads with finite audiences — scaling them aggressively will accelerate frequency and collapse their efficiency.