# GreenLeaf UK — Founder / CEO summary

**Reviewed editorial draft; human release pending.** Fictional paid-click cohorts September 1–14,
2026, observed through September 22. USD. This is also the leadership view for an in-house CMO.

## What happened

Paid-mobile quiz completion fell from **45% to 28%**, a decline of **17 percentage points**. The
checked counts are **3,780/8,400 → 2,352/8,400**. Desktop completion was **45.03% → 46.25%**.

Across the supplied paid cohorts, attributed first-purchase customers were **467 → 357** and
attributed first-purchase revenue was **$37,360 → $28,560**. These are constructed attribution
results, not evidence of incremental subscriptions or revenue lost because of the quiz.

## Why it matters

The quiz is a consideration step in the UK launch. Both a shift toward lower-completing audience
buckets and declines inside comparable mobile groups contribute to the aggregate movement.
Holding Week 1’s mix fixed gives **35.33%** for Week 2, so mix alone does not explain the decline.

The product owner reports a mobile presentation revision and support reports a usability concern.
Neither is linked to measured cohorts by the supplied evidence. A product cause remains unproven.

## What happens next

1. **Product owner + media lead:** verify the mobile journey, event definitions and release/version
   evidence. The reported availability for a next-working-day check is a scenario assumption, not a
   completed action. Return with a comparison plan or an explicit missing-evidence statement.
2. **Marketing owner:** do not approve a budget move or creative pivot solely from this CSV. Existing
   commercial/risk decisions remain governed by their normal authority; this is not a blanket freeze.
3. **Finance/measurement owner:** reconcile the business’s full September revenue definition and
   all-channel results before declaring the **$60K/month** target achieved or missed. Cohort revenue
   and a monthly accounting/business measure need an explicit like-for-like reconciliation.

Full CAC, profit, awareness, realized lifetime value and incrementality remain unavailable.

Source: [checked metric pack](analysis.json), [review decisions](review.md). The original AI
draft is retained separately; its numbers are not this report’s source of truth.