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What is still outstanding

Open questions, 1 Sep 2026

Five questions block pieces of the audit. Recorded here with what each unblocks, what we assume until it is answered, and the confidence tier of any claim currently resting on that assumption. Tiers: HARD (pulled from a system, dated), DERIVED (arithmetic on HARD), INFERRED (reasoned from HARD facts), UNKNOWN (needs a client answer).

Nothing below leaves this repo until a client-facing pass rewrites it in second person. This page is internal working notes.

1. Who runs Meta and Google day to day right now

Unblocks: the account-management workstream. Ads were created and updated 12 Aug 2026 and ad sets run through June and July, so someone is still touching the Meta account. We do not know if that is Gustavo himself, JetAds on an unpaused basis, or an automated rule with nobody watching it.

Assumption until answered: JetAds paused in Jan 2026 per the vendor record, so we assume no active JetAds management unless told otherwise. We do not assume who, if anyone, is running day-to-day changes now.

Confidence tier: the pause date is HARD. Any statement about who currently manages the account is INFERRED at best, from activity timestamps, not from a named answer. Do not upgrade this to HARD without Gustavo's confirmation.

2. Read access to Google Ads 6462501252, and does spend predate May 2026

Unblocks: the entire Google Ads workstream. We currently see only the cost that flows through the Ads-to-GA4 link, which is $821.77. We do not know when that link was created, so we cannot say whether spend before the link existed too and is simply invisible, or whether $821.77 is close to the full lifetime number.

Assumption until answered: we assume $821.77 is a floor, not a total, and we do not guess at what is missing. We learned this the hard way on Search Console (see the recheck note below) and are not repeating the pattern here: a linked reporting surface with no error at the boundary is not the same as a complete record.

Confidence tier: $821.77 is HARD, pulled from GA4, dated 1 Sep 2026. The combined "$5,623.18 lifetime spend, at least" figure in the hypothesis doc is DERIVED from that HARD floor plus Meta's HARD $4,801.41. Total Google Ads spend beyond the floor is UNKNOWN. Read access resolves this from the source rather than through a downstream link.

3. Unit cost on the $59.99 case

Unblocks: any margin or profitability read on the marketing spend. We can state AOV ($94.12, HARD, from the order export) but every claim so far about whether acquisition cost is sustainable compares spend to revenue, not to margin. That materially understates how underwater the unit economics are if margin is thin, and overstates it if margin is fat. We do not know which.

Assumption until answered: we assume nothing about gross margin and do not publish a percentage. Any cost-per-order-versus-AOV comparison in current drafts is a revenue comparison, not a margin comparison, and needs to be labeled that way until this is answered.

Confidence tier: AOV is HARD. Unit cost and therefore margin is UNKNOWN. Once supplied, a margin figure becomes DERIVED (arithmetic on a client- supplied number), not HARD on its own, and should be dated to whenever Gustavo confirms it.

4. What is currently being paid, to whom, on what basis

Unblocks: the full picture of marketing operating cost, separate from ad spend itself. We know JetAds paused in Jan 2026 and Nuuk has a CRO engagement with Stage 1 in progress. We do not have documented current payment terms, amounts, or billing basis (flat fee, retainer, percentage of spend) for either relationship, or for anyone else who may be involved.

Assumption until answered: we assume no current JetAds retainer, since they are recorded as paused, but we do not assume Nuuk's fee structure or amount, and we do not assume there is no third party we have not been told about.

Confidence tier: vendor names and the JetAds pause date are HARD. Payment amounts and current billing terms for any vendor are UNKNOWN.

Search Console recheck, not a question, a wait

Pulled 1 Sep 2026 (data/_snapshots/2026-09-01/gsc.txt): zero rows for the range 2026-06-02 to 2026-08-31. The property was created 31 Aug 2026, one day before this pull. Zero rows one day after property creation is expected, not a finding. Search Console typically needs a few days to start populating.

A recheck is due from roughly 4 Sep 2026. If rows are still zero after that, it becomes a finding worth recording. Until then this stays a scheduled wait, not a claim about the site's search visibility.

5. Was Nuuk's Stage 1 statement of work signed and paid, and on what date

Unblocks: dating the CRO workstream against the rest of the timeline. This gates a central claim in the audit thesis: that Nuuk's CRO work is currently optimizing a funnel whose acquisition economics are underwater. That claim only holds together if Stage 1 is actually live, on a dated engagement, not a verbal understanding from conversation.

Assumption until answered: we assume Stage 1 is in progress because that is what was discussed, but we treat the signed and paid date as UNKNOWN until a document (SOW, invoice, or similar) confirms it.

Confidence tier: "Stage 1 currently in progress" is presently INFERRED from conversation, not HARD. A figure supplied in conversation is UNKNOWN until a document or platform confirms it, per the audit's own standing rule. This question exists to move that claim from INFERRED to HARD, or to correct it.

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Draft message to Gustavo

Neutral register, framed as finishing the audit rather than building a case. No vendor is named as underperforming. The Google Ads access ask is framed as a service to him (he should hold access to his own advertising account regardless of what we find), not as evidence-gathering. Ready to send as-is or to adapt.

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Subject: A few things to close out the audit

Hi Gustavo,

We are close to wrapping the audit. Five things would help us finish it with real numbers instead of assumptions:

1. Marketing day to day. Who currently handles Meta and Google Ads for you, if anyone right now? It helps us separate what is active from what is legacy.

2. Google Ads access. We can see some Google Ads cost through the link to your analytics, but that link only shows spend from whenever it was turned on, not necessarily the full picture. If you can add us as a read-only user on the Google Ads account (customer ID 6462501252), we can confirm the real total. Separately, it is worth having read access to that account yourself if you do not already, since it is your account and your ad spend either way.

3. Unit cost. What does it cost you, all in, to fulfill the $59.99 case? This lets us talk about actual margin rather than just revenue.

4. Current spend on marketing help. What are you currently paying, to whom, and on what basis, for any marketing support?

5. Nuuk Stage 1. Has the Stage 1 statement of work been signed and paid, and if so, when? We want to date that work correctly against everything else in the timeline.

No rush on any of this. Send what you have and we will work with it.

Best, Node AI