House of Spoils · Media Buying Analysis
PDP Traffic Reallocation —
Strategy & Results
House of Spoils · Jun 1 – Jul 13, 2026 · Media Buying Team Briefing
📅 Strategy change: June 23, 2026 +129% $/session post-change 10 sections · Full methodology
Period Analyzed Jun 1 – Jul 13, 2026
Pre-Change Jun 1–22, 2026 (22 days)
Post-Change Jun 23–Jul 13, 2026 (21 days)
Prepared For Media Buying Team
Section 2 of 10
The Problem
Meta catalog ads were optimizing for clicks, not revenue

Before June 23, Meta's catalog algorithm routed traffic to whichever PDPs generated the cheapest clicks — not the most revenue. The result: 65% of all paid social PDP traffic went to a handful of lifestyle photos that almost nobody bought from.

Product Sessions (Jun 1–22) % Paid Social Revenue $/Session Bounce Rate
Rosé O'clock63,02497.9%~$0$0.0057.1%
Night Shower42,53995.8%~$0$0.0056.1%
Hydroplane23,71096.0%~$0$0.0052.4%
Scuba Diver22,61295.1%~$0$0.0030.4%
Raquette de Tennis21,16795.7%~$0$0.0043.5%
Island Explorer20,15798.6%~$0$0.0066.1%
Calanque12,53895.1%~$0$0.0045.5%
Sun N Surf12,17195.1%~$0$0.0036.7%
217,918 sessions across these 8 PDPs — ~$0 revenue generated. Every session cost real ad dollars. Meta's algorithm was spending budget to drive people to pages that generated clicks but no sales.
Section 3 of 10
The Fix
June 23: Catalog ads rerouted to top 48 revenue-performing PDPs
What Changed
  • Meta catalog updated to top 48 PDPs only
  • Google catalog tightened to match
  • Best sellers collection built (48 prints)
  • PDPs scored by L30D revenue/session
Scoring Framework
STRONG >$2.50/session — keep, scale
MIXED $1–$2.50 — monitor
WEAK <$1.00/session — pull
Section 4 of 10
Results
Three weeks post-change
Revenue / Session
Before: $1.24
$2.85
▲ +129%
Daily Revenue
Before: $21,645
$30,212
▲ +40%
Sessions
Before: 391,795
227,002
▼ −42%
Fewer sessions, more revenue
Paid Social Share
Before: 87%
86%
— Flat
Same spend, better targeting
6-Month $/Session Trend (Jan–Jul 2026)
Jan 2026
$2.42
Feb 2026
$2.04
Mar 2026
$1.23
↑ clickbait ramp-up
Apr 2026
$1.70
May 2026
$1.64
Jun 2026
$1.13
↑ peak waste
Jul 2026
$2.70   post-change ✓
Traffic confirmation Catalog ad set #6958568984312 dropped from 70K → 28K sessions post-change (−60%). Named brand campaigns held flat. Overall Meta spend unchanged — just redirected.
Section 5 of 10
Where Traffic Goes Now
Post-change top PDPs (Jun 23–Jul 13)
Product Sessions Revenue $/Session vs Before Track
Porsche Surf 7,850 $23,973 $3.05 was $4.87 STRONG
Horsepower ⚑ 5,709 $20,542 $3.60 was $4.27 STRONG
Letting Go ↑ Breakout 5,282 $18,193 $3.44 was $1.53 STRONG
Paris II ↑ Breakout 1,738 $15,215 $8.75 was $6.73 STRONG
Risky Business — $14,213 — — STRONG
Girls Just Wanna Have Fun ↑ Breakout 3,859 $9,692 $2.51 was $0.84 STRONG
Poolside in St. Moritz 6,187 $9,260 $1.50 was $2.35 MIXED
Her Next Move ↑ Breakout 4,306 $9,149 $2.12 was $1.28 STRONG
Galope 2,061 $9,005 $4.37 was $3.97 STRONG
Rocksalt 3,214 $8,275 $2.57 was $0.00 STRONG
Ride West 7,756 $8,127 $1.05 was $0.00 MIXED
Escape Riva 3,240 $6,002 $1.85 was $1.48 STRONG
⚠ Sunset Dip 9,510 $0 $0.00 — MIXED
⚑ Horsepower: 14% cross-network traffic — Google PMax also sending sessions to this PDP.
⚠ Sunset Dip under investigation 9,510 sessions, $0 revenue post-change. Under investigation — consider removing from catalog until resolved.
Section 6 of 10
Revenue Lift
Revenue gain by product (post vs pre)
Letting Go
+$16,228
Sunday Drive
+$7,616
Paris II
+$12,645
Bernina
+$6,864
Girls Just…
+$9,144
High Class
+$6,853
Her Next Move
+$7,766
Touch Down St. B
+$6,811
Horsepower
+$7,728
Porsche Surf
+$8,176
Wallride
+$5,501
Fleetwood
−$3,581
Section 7 of 10
The Sales Curve
These aren't impulse purchases — the revenue curve is long

At $900+ AOV, the buying cycle is weeks or months. A customer sees the print, considers it, measures their wall, comes back. Don't judge a new release at 30 days.

Risky Business — Slow Burn
Weekly revenue · 16 weeks
$198,956/year
Day 30 revenue: $5K. Looked cold. Weeks 15–16 were its biggest. Would have been cut early under a 30-day rule.
Horsepower — Fast Starter
Weekly revenue · 16 weeks
$252,769/year
Confirmed in 2 weeks. $22K in first 30 days.
Reading the signal The signal isn't just revenue at day 30 — it's whether the curve is still climbing. Week 5–8 higher than week 1–4? Slow burner worth keeping.
Section 8 of 10
New Release Scoring
Identifying the next best seller within 90 days

House of Spoils releases ~4–5 prints per month. Each needs a runway to prove itself at $900+ AOV.

7
Day 7 — First Signal
Initial triage
Criteria: Any sale? Organic sessions starting?
WATCH TOO EARLY
30
Day 30 — Early Read
Pattern emerging?
Criteria: Cumulative >$3K? Week 3–4 higher than week 1–2? $/session >$1.50?
PROMISING WATCH DEPRIORITIZE
60
Day 60 — Momentum Check
Is the curve climbing?
Criteria: Curve still climbing? Cumulative day 60 > 2× day 30? Organic sessions appearing?
ADD TO CATALOG WATCH CUT
90
Day 90 — Graduation
Final verdict
>$15KBest Seller candidate → top 48, create ad content, scale
$5–$15KLong tail — keep in catalog
<$5K flatCut from catalog
Tracking Template
Print Release Date Day 7 Day 30 Day 60 Day 90 Verdict
Fill in as new releases launch →
Risky Business case study At day 30: $5K cumulative, flat curve → WATCH verdict. At day 90: $10K and accelerating → graduated. Now $199K/year.
Section 9 of 10
Recommendations
What this means for the media buying strategy
1
Keep the top 48 tight
Continue routing Meta and Google catalog ads exclusively to the 48 scored PDPs. Review monthly — swap any that drop below $1.50/session L30D. Current flag: Sunset Dip (9,510 sessions, $0 revenue) — investigate or remove.
2
Give new releases 90 days
Don't pull a new print from catalog before day 90 unless it has zero revenue at day 60. At $900+ AOV the buying cycle is long. Risky Business looked cold at day 30. It became a $200K product.
3
Stay curated
~4–5 releases/month with 90-day runway tracking gives clean signals per print. A flood-and-cut strategy splits catalog traffic and makes individual curves harder to read.
Section 10 of 10
Methodology
Pre-change period Jun 1–22, 2026 (22 days)
Post-change period Jun 23–Jul 13, 2026 (21 days)
Revenue Shopify total_price minus tax, paid orders only
Sessions GA4 /products/ page sessions
$/session Aggregate proxy (Shopify ÷ GA4 PDP sessions)
Traffic source GA4 sessionDefaultChannelGroup
Catalog confirmation Meta campaign ID 6958568984312
6-month trend Jan–Jul 2026
Sales curves 12-month Shopify order history, weekly