# 2026-03-16 (Monday)

## 06:00 Memory Review (cron)

Reviewed daily logs Mar 12-15. MEMORY.md updated.

### Week Summary (Mar 12-15)

**Mar 12:** Zavi project kickoff. EUR 17-21B market, Monday Mar 17 MVP target. Rob had ~95% credit usage that day so only landing page scoped.

**Mar 13 (4am autonomous build):** Zavi 5-phase overnight build completed. All 10 Supabase tables + RLS + storage. Live at zavi-app.pages.dev. Day session: major fixes (theme provider, Gemini extraction, multi-file upload, Excel/CSV, async_hooks crash, column name mismatches). Advisory council flagged execution paralysis (9/10 voice note tasks still open, Google Ads deadline ignored, Zavi public with no auth).

**Mar 14:** Resend set up for Zavi (not SendGrid). zavi.ie domain DNS configured via Cloudflare API. App URL updated to zavi.ie. Service category feature built and deployed (13 types, AI auto-detects, manual override). "Built for Irish SMEs" badge removed. Auth already wired (login/signup, middleware, billing reads real tier).

**Mar 15 (major Zavi session, 08:00-19:30+):**
- Draft generation timeout fixed: per-section endpoint /api/draft-section/[tenderId] (~13s, avoids CF 100s kill)
- Critical architecture fix: all 6 routes that used @anthropic-ai/sdk switched to raw fetch streaming (SDK fails on CF Workers edge). No Gemini anywhere in codebase.
- Build cache gotcha: must rm -rf .next .vercel/output before rebuild to avoid stale code
- Human Input Guard added: blocks AI fill for case_study, insurance, financial, references, accreditation (Rob's rule -- liability)
- Workspace vs Draft flows clarified and wired: workspace is primary user flow
- UI fixes: case studies all 3 blocks, team CVs all 7 members, word count, markdown stripped, badge colours, sort order, delete cascade, PDF upload deferred to analyse
- MN Group tender knowledge bank downloaded: 45 KB sections + 10 full tender docs (528k chars) in memory/knowledge/

### Critical Flags (as of Mar 16 6am)

- **Google Ads identity verification: DEADLINE TODAY.** Rob MUST log in immediately when active. Illumination €633/day blocked. This has been flagged every single day since Mar 8 -- 8 consecutive flags.
- **GitHub PAT: expires TOMORROW (Mar 17).** All CF Pages deploys will break. Rob must regenerate at github.com/settings/tokens.
- **Zavi MVP: TODAY.** Test session with Rob is Monday Mar 17. Rob + Tilt team using real tenders. UCD Strategic Creative Marketing (deadline Apr 8) is the live test case. MN knowledge bank loaded.
- **11 outstanding tasks from Mar 11 voice note.** Now 5 days old. Still almost all open.

## 22:45-23:37 Illumination Lighting GA4 Deep Dive (Rob, General forum topic 23)

### Context
Rob announced budget cut for Illumination Lighting: €188/day rest of March (was ~€633/day Google alone), then €250/day from April, across Meta + Google combined.

### GA4 Data Extracted (1 Mar 2025 - 15 Mar 2026, property 470163910)
- **Total revenue:** ~€260K from 1,067 purchasers (all first-time in GA4 -- zero repeat)
- **Average order:** ~€244 (fitting + bulb bundles)
- **Total sessions:** 166K; 718,847 page views; 224,108 product views; 3,464 items purchased
- **Top viewed:** Laura Ashley Sorrento range (premium €200-400+). Top sold: Crompton LED bulbs (cheap, upsell strategy -- Rob confirmed intentional)

### Revenue by Channel (full year)
- Google PMax (cross-network): €76,853 (30%)
- Paid Search: €58,404 (22%)
- Paid Social (Meta): €37,360 (14%)
- Direct: €32,950 (13%) -- likely Meta halo effect
- Organic Search: €30,101 (12%) -- FREE, nearly matches Meta
- Organic Social: €5,773
- Email: €5,081
- Referral: €2,384
- **Google total: €140,001 (54%); Meta: €37,360 (14%); Free channels: €73,904 (28%)**

### Key Events (Conversions) by Channel
- Google PMax: 366 (33%)
- Paid Search: 214 (19%)
- Meta: 203 (18%)
- Direct: 116 (10%)
- Organic Search: 112 (10%)
- Total Google: 580 (52%); Meta: 203 (18%)

### March 2026 (1-16 Mar, half month) -- Changes Working
- PMax: €10,042 revenue (up 57% vs monthly avg)
- Meta: €4,389 (up 41%)
- Paid Search: €2,798 (DOWN 43% -- budget shifted to PMax)
- Organic Search: €3,402 (up 36%)
- Direct: €3,688 (up 34%)
- Email: €903 in half month vs €423/month avg (up 327% -- email flows working)
- Total pace: ~€27K/month vs €21.7K average. Revenue trending UP.

### Campaign Status (Google Ads, Mar 2026)
- Both main campaigns "Limited by budget" -- Google says it could convert more with more spend
- PMax: €3.49K spent, 30.4 conversions, €114.79/conversion, 2.1x ROAS
- Search (High ROAS): €1.78K spent, €0.86 CPC, 89.1% optimisation score -- efficient workhorse

### Budget Recommendation Provided
**Rest of March (€188/day):**
- Paid Search: €75 (protect high-intent, €0.86 CPC)
- PMax: €50 (keeps Shopping/Display alive but leaner)
- Meta: €63 (retargeting only, pause prospecting)

**April (€250/day):**
- Google €165 (66%), Meta €85 (34%)

**Rationale:** Google drives 3x Meta's conversions. Organic Search (€30K/year free) is nearly as valuable as Meta -- SEO investment is the hedge against paid cuts.

### Key Insights Shared with Rob
1. Meta halo effect confirmed: Direct traffic 7.51% cart rate from Shopify data; €33K Direct revenue likely Meta-assisted
2. Browse-premium-buy-cheap pattern is intentional (bulbs are upsell with fittings)
3. Email channel exploding (327% up) -- someone set up flows and they're working
4. Zero repeat buyers in GA4 -- either tracking issue or no retention strategy
5. 0.67% overall conversion rate is below 1.5-2.5% industry average -- on-site optimisation opportunity
6. Both Google campaigns already budget-limited; cut will miss auctions and compress delivery

### GA4 Access
- Property ID: 470163910, Account: 338912696
- Access granted to robert.doran@marketingnetwork.ie (not max@tilt.ie)
- Browser automation failed repeatedly (GA4 too heavy for headless browser on Intel Mac)
- Service account API access proposed but Rob opted to screenshot instead
- Maton GA4 API available but needs MATON_API_KEY setup

### VAT Clarification (earlier in session)
- Meta Ads Manager: spend shown is ex-VAT. VAT (23%) added on invoice. €5,440.57 shown = ~€6,692 total.
- Google Ads: same -- ex-VAT. €8.94K shown = ~€11K total.
