Up until now, we've run a campaign per episode, with all videos (long-form and short-form) under one campaign. That established a baseline of viewers and subscribers we can now retarget. Moving forward, we're running three perpetual campaigns, Shorts, bite-size, and long-form, with the videos under each updated weekly based on performance and as new episodes launch.

The subscriber engine is healthy. The Conversion (Demand Gen) long-form campaign is doing exactly its job: $0.34 lifetime cost per subscriber, and it actually improved this week to $0.25 per subscriber (129 subs off $32.41 spend). Its view rate (3.2%, 4.5%) looks low next to the account blend of 15.6%, but that's irrelevant here, Demand Gen isn't optimizing for views, it's optimizing for subscribes, and on that metric it's outperforming.

The trust-builder is the best creative in the account. Bite-size (Consideration) is running way above blend on every efficiency metric: 35.2% lifetime view rate (more than double the 15.6% blend) and $0.012 CPV (about 40% of the $0.019 blend). Last 7 days it got even better, 54.4% view rate, 2,201 views for $26.53. It's not meant to drive subscribers directly (2 lifetime conversions is fine, that's not its job), but it's proving the hook/pacing that keeps people watching cheaply. That's the template to study.

Ep5 Views is off to a promising start, but it's only 20 days old. View rate of 17.5% lifetime (16.9% last 7 days) is above the account blend, and CPV of $0.0105, $0.0107 is roughly half the blend. It's already picked up 3 subscribers as a bonus, though driving subs isn't its primary job. Too early to call, give it another 1-2 weeks before judging.

Shorts (Awareness) is the clear laggard, and it's trending the wrong way. Lifetime view rate is 5.0% versus the 15.6% blend, and CPV is $0.053 versus $0.019 blended, roughly 2.7x the account average. Worse, last 7 days it slipped further: view rate down to 4.2% and CPV up to $0.069 (3.5x blend). Zero conversions since it launched 60 days ago, though that's expected for an Awareness campaign, the cold-reach efficiency itself (view rate, CPV) is what's failing, and that's its actual job.

1. Protect and scale the Conversion campaign carefully. At $0.25, $0.34 per subscriber, this is your best dollar-for-dollar spend in the account. If budget allows, test a modest (10-20%) budget increase and watch cost-per-conversion, as long as it holds under ~$0.50, keep pushing.

2. Use Bite-size as your creative playbook, not just a budget destination. Its hook, pacing, and format are driving a 35-54% view rate at $0.012 CPV, pull apart what's working (opening seconds, captions, length) and apply those lessons to the Shorts creative test below and to future Bite-size cuts, rather than assuming more spend alone will replicate the result.

3. Fix-then-cut on Shorts, starting now. Run one focused test over the next 2 weeks: a new hook/first-3-seconds edit borrowing from the Bite-size creative, plus a tighter audience/targeting pass. Give it that window. If view rate doesn't move meaningfully off ~5% and CPV doesn't come back under roughly $0.04, cut its budget and reallocate to the Conversion and Bite-size campaigns, don't let it keep bleeding spend at 2-3.5x the account's CPV with nothing to show for it.

4. Hold off judging Ep5 Views for another 1-2 weeks. Early numbers (17.5% view rate, $0.0107 CPV) are encouraging and above blend, but it's only 20 days live. Let it run before deciding whether to scale or adjust.

5. Don't move Conversion or Bite-size budget toward the cheapest CPV campaign for its own sake. Ep5 and Bite-size look cheap on CPV, but neither is the subscriber engine, the Conversion campaign is. Any budget shifts should be judged by what result you're trying to buy (reach, watch time, or subscribers), not by chasing the lowest cost-per-view number.