The one change: approve the UK/US planning-moment test (about NOK 7,500, 9 to 30 Nov) and judge it on cost per D7-retained household. It's the only paid work aimed at families who stay. In September, UK and US paid signups held at D30 at 11.8% and 21.4%, and Norway at 3.2%. Households that plan a week retain at 28%. We also can't attribute October signups to any channel: no Meta numbers after 21 Oct, and no Content Calendar post has signups logged.

Channel scorecard

Channel Cost (Oct) Produced Verdict
Paid (Meta) Not recorded. Last sync 21 Oct, Nov Meta review skipped, connector sign-in expired No October signups or retained households we can read. Sept: NOK 7,656 for 196 signups Unclear. Norway not working
Instagram 23 posts and reels Followers 253 to 316 (64 gained, flat on Sept's 65). 20 saves, 261 accounts engaged. Signups untracked Unclear
Facebook 10 posts Followers 112 to 118, 12 interactions, 3 post clicks Not working beyond cross-posting
SEO Weekly review, 6 rows proposed, none done 58 clicks, 2,941 impressions, avg position 6.9. Homepage 31 clicks, Maple page 6 Unclear, small
PR and partners 133 targets added 11 of them contacted. 14 orgs in conversation overall, none live Not working yet: listing outpaces sending

Context: 224 households signed up 5 to 26 Oct. D30 is 7% against a 15% target (‣).

Proposed top 10

  1. Planning-moment UK/US creative test (up from Medium). UK/US retain, Norway doesn't. The Plan step is our strongest retention signal.
  2. Cost per D7-retained household as the headline paid metric, plus reconnecting Meta Ads. Without it, #1 can't be judged and the 2 Dec review runs blind.
  3. Win-back for ~300 lapsed trial users. Free forever now gives them a reason to come back, and it costs no media.
  4. Store ratings, Google Play first (merge with the Norway ratings row). Two Play ratings means no score shows. Still the competitor page's top decision.
  5. Fix the two live no-gamification surfaces. Urgent since 7 Oct, untouched, and a credibility risk now that Homie has streaks.
  6. Cut twelve USPs to four and show $3.33 a month (merge both rows). The new creative in #1 needs this.
  7. Interview 10 retained households. Real lines for creative and the four USPs.
  8. SEO: Maple and Cozi switch pages. The Maple page is our second-best page by clicks. Under an hour each.
  9. Agree the Mudita pricing model. Live partner conversation from 30 Oct.
  10. Field the Nordic mental-load survey. It gives PR something to send. The press list grew by 35 in October.

Missing: log signups per post in the Content Calendar from UTMs, or drop the column. Social can't be judged without it.

Park or drop: Mudita community paid test and trial-extension offer (Urgent but in backlog since June and July, and freemium replaced the trial). Pre-survey press pitches from May (Fatherly, Sifted, Cup of Jo and others). Landed relocation pilot, until Homie's core numbers move.

Open questions