Novyra

Engagement Dashboard

Last Updated

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In Market

We are driving cost per paid signup, not cheap Instant Form leads.

Audience Network stays off and the machine is compounding. Cost per paid signup is down to about $57 blended, from $85 at Thursday’s read, with the lead-to-signup rate up to 6.0%. Two new design cards went live Thursday and both beat the cost-per-lead bar. As of Sunday night every new lead auto-enrolls in the how-to email sequence, with a built-in holdout so the email lift will be provable, not assumed. Google still reports zero conversions; the cause is found (the account was importing a renamed event) and the fix is one step from live. Reddit starts the day the developers ship bot filtering.

Velocity this week: Meta Aug 24–30 ran $3.58 CPL on 656 leads versus $3.46 on 669 prior. Cohort signup rate 6.0% (73 of the last 1,212 leads) versus 4.5% at the Aug 27 read. Cost per signup by the cohort method: C_dark $46–55, PreHealth $54–59, blended ~$57. New ads S2 $3.10 and S1 $3.27 CPL, both under the $3.34 bar; their signup verdict lands ~Sep 4. CRM stamped 87 signup dates Aug 24–30 versus 24 prior; part of that jump is likely the Aug 29 event fixes plus dev tests, so the cohort series is the trusted number. The $20K September budget starts Sep 1 against the written allocation plan.

Phase

2 of 2, In-Market

Engagement Start

May 11, 2026

Live Channels

Meta · Google Search

App Signups, All-Time

2,158

as of Aug 31

In-market performance

Live numbers from Meta, Google, and the CRM · pulled Aug 31

Meta Cost per Lead

$3.58

vs prior 7d $3.46 (↑ $0.12)

656 leads Aug 24–30 vs 669 prior. AN share 0% for a second week. New cards: S2 $3.10 on 85 leads, S1 $3.27 on 31, both under the $3.34 bar.

Cost per Paid Signup

~$57

vs $50–70 plan (in range, down from $85)

Cohort method: CPL ÷ signup rate on the last 14 days of leads (73 of 1,212 = 6.0%). By ad: C_dark $46–55, PreHealth $54–59. S1/S2 verdict ~Sep 4.

App Signups (last 7 days)

vs 24 prior 7d (↑ 63)

Read with care: the Aug 29 dev event fixes plus test signups likely inflate this. The cohort signup rate (6.0% vs 4.5%) is the trusted series. All-time 2,158.

Google Search CPC

$5.86

flat · conversions still 0

109 clicks / $638 in view, 9.3% CTR. Zero recorded conversions is now explained: the account imported a renamed event. Correct import is one step from live. Budget holds $100/day.

Cost per signup by ad

Cohort method · spend follows signups, not lead price

C_dark_research

$46–55

best signup economics

6.9% of its last 419 leads signed up (29). CPL $3.17–3.77. Frequency 2.1; creative fatigue is the watch item.

PreHealth_Control

$54–59

volume leader

5.9% of its last 656 leads signed up (39). CPL $3.20–3.51. Carries most of the spend.

S2_Short_list · new Thu

$3.10 CPL

under the $3.34 bar

85 leads lifetime, 2 signups so far — cohort too young for a CPS verdict. Read lands ~Sep 4.

S1_Night_search · new Thu

$3.27 CPL

under the $3.34 bar

31 leads lifetime, 2 signups so far — still filling toward the 50-lead read. Verdict ~Sep 4.

Free-use funnel · site + app, Aug 2–29

Where visitors fall out before signup

GA4

1,279 visitors → 701 started a match (55%) → 216 ran a full search → 211 viewed results → 25 created accounts (2%).

The cliff sits between seeing results and creating an account. Two levers aim at it: the how-to nurture (live on every new lead since Aug 31, with a holdout group so lift is measurable by mid-September) and the proposed optional “Email me these results” field, which would give Google and Reddit visitors the same follow-up path Meta leads already have. Ad-based retargeting is confirmed unavailable in this category on both Google and Meta, so email is the only second touch.

How we drive cost per signup

Operating plan · not a forecast

Five levers, in order of leverage: nurture converts leads already paid for at email cost; budget shifts to the ads with the cheapest signups, not the cheapest leads; the Google condition-keyword unlock turns on once conversions report; the lead-sync gap closed (it was mostly repeat submissions, not lost leads); and a two-per-week creative cadence defends against the fatigue now visible on both winners.

Audience Network stays off. Optimize on paid signups, not lead CPL.AN share 0% for the second straight week. Blended CPS ~$57, down from $85 at the Aug 27 read.

Every new lead now auto-enrolls in the how-to sequence, with a holdout.Fixed Aug 31. First night: 27 of 37 new leads enrolled; the rest are the built-in control group. Email lift becomes provable by mid-September, in time for the signup-gate decision.

Sep 4: S1/S2 cost-per-signup verdict.Both new cards beat the CPL bar in week one. Loser above ~$70 CPS gets turned off; winner earns the next budget step. Videos are the next creative wave once cuts are final.

Google stays $100/day until conversions report; the fix is one step from live.Root cause found: Ads imported an event the app renamed. The live signup event is staged for import; once one test signup shows, the 18 approved condition keywords turn on at capped bids.

Dev: one test signup visible in Google Ads, the results-reset verification, and a test-traffic filter in analytics.Dev test signups currently pollute the signup event; a standard internal-traffic exclusion cleans it.

Sep 1: $20K media against the written allocation plan.Meta ~$13.5K with the daily budget stepped $336 → $400 → $450 so learning holds. Google ~$3K held until measurement is live. Reddit ~$1K the day bot filtering ships. ~$2.5K reserve follows whichever channel proves CPS first. Target: blended CPS at or under $70 while roughly doubling signups by Sep 30.

Engagement Roadmap

Foundation → In-Market → Scale

May–Jun

Foundation & strategy

Jul

Meta launch

Aug 18

Google Search serving

Aug 20

Placement cleanup + email program

Now

Attribution build + Reddit relaunch

Sep 1

$20K media budget

In market this week

CPS down, nurture on, new cards pass

Aug 24–30

Cost per signup fell to ~$57 blendedDown from $85 at the Aug 27 read. Cohort method (CPL ÷ signup rate) now runs weekly per ad: C_dark $46–55, PreHealth $54–59.

Two new design cards launched Thursday, both under the CPL barS2 $3.10 on 85 leads, S1 $3.27 on 31, vs the $3.34 winner bar. Signup verdict ~Sep 4.

Nurture now reaches every new lead, automaticallyThe enrollment gap was found and fixed Aug 31: new leads enroll at creation, internal and test addresses are excluded, and a ~15% holdout stays out so email lift is measurable. IF 1–5 are live; Tried 1–3 re-engagement drafts are written.

Google’s zero-conversion mystery is solvedThe account imported an event the app had renamed; the event fired zero times in 28 days. The live signup event is already a key event and staged for import. Ads held at $100/day, 9.3% CTR.

Retargeting question settled: email is the second touchGoogle prohibits personalized ads for clinical trials; Meta has the site in a restricted health category (review already rejected). Nothing live depends on either. The email list carries re-contact.

Coming up for Novyra

Budget steps, verdicts, and the lift read

Sep 1 – 15

Sep 1: $20K budget starts; Meta steps $336 → $400 → $450/dayTwo raises of ≤20%, a few days apart, so ad learning holds. Full split in the September allocation plan.

Sep 4: S1/S2 cost-per-signup verdictWinner earns the next budget step; a loser above ~$70 CPS turns off. Videos follow as the next creative wave.

Google: land the signup import, then one test signup, then the condition keywordsThe 18 approved cancer-term keywords sit paused and ready. They turn on at capped bids only after a conversion proves the pipe. If measurement is live by ~Sep 10, budget steps to $150/day.

Backfill the leads the old enrollment gap missed217 ready to enroll on approval; their a–c holdout counterparts stay out by design. Separately: the activated-user feedback survey (with the $100 gift card for the first 20) is built and awaits a launch call.

Reddit: 10-day $100/day test the day bot filtering shipsClick-ID persistence is live; the bot/datacenter filter is the last gate. Spec agreed with Reddit’s partner: US, Feed + Conversation, 7-day click, qualified sessions as the conversion.

Mid-Sep: the email lift read, cohort vs holdoutFirst clean answer to “does nurture create signups.” It lands right when the free-use vs signup-gate decision comes due.

GA4 vs CRM reconciliationApp-side analytics and CRM tell different activation stories. One trusted number before the Oct–Nov investor window. A dev test-traffic filter is part of this.

Working personas

Oncology-first focus locked May 19, 2026

Patient · primary

Cancer patient

U.S.-based, 50+, in treatment or recently diagnosed

Overwhelmed by ClinicalTrials.gov, looking for someone to filter the noise. Reachable through disease-specific Facebook groups, oncology Reddit communities, advocacy sites, and Google search. Aha moment: matched to a real trial, fast, in plain language. Novyra gives patients agency.

Caregiver · primary

Caregiver

Often adult child of older patient, sometimes spouse

Frequently the actual searcher, especially for patients 60+. Doing the research the patient can't, translating it back. Reaches Novyra through advocacy orgs first, then Facebook groups, then late-night Google searches. Aha moment: a concrete path forward to take to the patient. "Here are real trials your mom may qualify for."

Physician · primary

Treating oncologist

Community or academic oncologist, trial coordinator

Resource-strapped, burned by digital tools that add work. Will not adopt a tool that adds steps. Reachable via professional journals, CME, conferences, and group sponsorships. Not via LinkedIn for work. Aha moment: 10-20 second workflow replaces ClinicalTrials.gov. Novyra gives doctors simplicity.

What we found in Novyra's data

May 22 pre-launch audit · historical baseline behind the current setup

Pixel measurement broken

$14.52

reported CAC is not real. No event_id, dual Pixel + CAPI without dedup, pixel firing on localhost + unrelated domains.

Resolved by design: CAC now measured in the CRM (ad-level join to real signups), not from the pixel. Clean pixel/CAPI rebuild ships with the attribution work.

Video format crushes static

20×

$3.91 CAC on top video vs $97 on worst static. Video CTR 5-6% vs static 0.18%.

Mike's production is 80%+ video for cold prospecting. Statics reserved for retargeting only.

/beta is the right landing page

$3.91

CAC for video ads landing on /beta. Static ads to / hit $55-97 CAC.

Earlier "redirect /beta to /" recommendation reverses. Short engagement = signups completing, not bouncing.

April 2026 performance cliff

3×

CAC tripled across Europe, Asia, Australia in April with frequency hitting 5-7.

Audience fatigue + SAC tightening. Confirms 2025 numbers don't port to 2026 plan.

Channel concentration

63%

of sessions from Facebook paid

Multi-channel mix (Meta + Google + endemic) diversifies dependency.

Form-start rate

0.45%

32 form_starts from 7,043 sessions, 90d

Funnel leak at top. Signup flow rebuild scheduled Week 3.

Where Novyra needs to act

Items waiting on Novyra

“Email me these results” field: a yes, plus a legal check

One optional field on the results screen turns Google and Reddit visitors into contacts the email program can follow up with. Free use stays as agreed. Legal item: the email should link back to results with no condition details in the message, and carry standard consent language. Proposal is with Gerard.

Action needed

Test-traffic filter in analytics

Dev team test signups currently fire the real signup event (a meaningful share of recent fires). A standard internal-traffic exclusion in GA4 keeps test activity out of the numbers Google Ads will soon optimize on. One config change on the Novyra side.

Action needed

Reply owner for medical replies

Nurture now reaches every new lead automatically, so reply volume will grow. Canned replies (how-to, unsubscribe, medical) are installed on hello@ as one-click templates; the medical script never gives advice and routes people to their care team. Still owed: one named human at Novyra as the reply owner.

Action needed

Dev tracking build: the three items gating Reddit

Click-ID capture at email submit, two server-side conversion events, and bot filtering. Spec delivered Aug 21 with the Google snippet included. gclid must land on the homepage, not /login, plus the results-reset fix. Reddit spend starts only after these land and a joint cross-device test passes. Timeline confirmation requested from FiveRivers.

In flight

HubSpot billing onto a Novyra payment method

Marketing Hub Pro ($1,000/mo + $250 contacts tier + $60 seats, next charge Sep 20) went on Tom’s card to unblock the purchase. The SOW contracts software in Novyra’s name — either move the card or paper the pass-through.

Action needed

Google Ads billing to the Novyra card

Google Search is spending ~$100/day. Billing should sit on Novyra’s Mercury card; Tom enters it on a call, five minutes.

Action needed

Risks Novyra is managing through us

Items we’re watching so they don’t become surprises

Monthly pace vs locked target

140–165

Current two-week pace is about 140–165 app accounts a month. Locked target is 250–330. That is a plan gap of roughly +100 to +170 monthly accounts, not a forecast.

Last closed CPS is $69 (Aug 11–17, inside the $50–70 plan). This week’s paid-attributed count is not closed. Re-read Aug 27. Signup rate this week is 5.5%, up from 4.7% prior.

Reddit could launch blind

Mitigated

Reddit optimizes on a server event we send. The magic-link signup often completes on a different device than the ad click, which silently breaks attribution if unhandled.

Spend is gated on the dev build plus a joint cross-device dry run. No event, no budget.

Healthcare ad policy, both platforms

Active

Google accepted only 2 of 20 keyword themes on upload (cancer-specific terms rejected); Meta’s health restrictions keep tightening. Copy runs “may qualify” language everywhere.

Certification posture is clean and monitored weekly. Growth on Google comes from bid and budget on the accepted terms, not from keyword expansion.

Two activation numbers exist

Open

App-side analytics claim a much higher lead→signup rate than the CRM join shows. The Google tag gap this week proved app-side numbers need verification.

Reconciliation owed before the Oct–Nov investor conversations, so the deck number survives diligence.

Decisions already made

For your awareness, no action needed

Audience Network excluded account-wide

Aug 20, on placement-level evidence: converting ads ran 8% of spend there, zero-signup ads ran 62–82%, and it was pricier per lead even for the converters. Applies to every campaign; the “allow limited spending” loophole is off. Standing rule going forward, for Novyra and every account we run.

Done Aug 20

Lifecycle email lives in HubSpot; Marketing Hub Pro purchased

Gerard approved the upgrade; purchased Aug 20 ($1,000/mo Pro + $250 contacts + $60 seats, monthly, 7,000-contact tier). Welcome email moved from the app into HubSpot and is live on every signup; one system now owns every patient-facing email.

Purchased

Patient emails are anonymous by design

No first names anywhere in the lifecycle emails — “Hi there” for everyone. Right posture for a cancer audience, and batched sending (150 → 350 → 500 → rest) protects the new sending domain’s reputation.

Locked Aug 17

Reddit restart spec agreed with Reddit’s team

$100/day for a 10-day burst, US, Feed + Conversation placements only, third-party network off, one server-validated qualified-session event per session as the optimization signal, bot filtering on our side. Click IDs only in every payload — no personal data to any ad platform.

Agreed Aug 20

August budget held at $16,350; $20K starts Sep 1

The SOW’s $20K media budget begins September 1; August stays at the agreed $16,350 with the ~$6K/month of planned placement-test spend cancelled as unnecessary — the exclusion achieved the same thing for $0.

Confirmed

PPC strategy + $10K/mo budget approved

Gerard signed off May 29. Google + Meta funnel approach, $10K/month paid media, 250-330 signups/month at $35-50 CAC once optimized. "Let's press go on all this."

Approved

Signup conversion definition locked

Gerard confirmed May 30. A conversion = user signs up + runs a search + clicks on a trial result. Stricter than email capture, looser than enrollment. Anchors all CAC measurement, pixel events, and Target CPA bidding.

Confirmed

IRB approval not required

Confirmed June 1. Novyra is a matching tool, not a research-conducting entity, and its privacy policy states no medical data is collected. The IRB requirement in Google's clinical trial recruitment policy applies to advertisers sponsoring or running trials, which Novyra isn't. Removes IRB from the launch critical path. Google Ads advertiser certification remains the only compliance gate.

Confirmed

Creative split: patient-heavy

8 launch videos with 6 patient + 2 caregiver (refined from 4/4 on the May 29 call). Monthly refresh of 4 total. Video-first. FDA-compliant copy reviewed before every batch.

Locked

Therapeutic focus: oncology first

Locked May 19. Future expansion candidates: brain health / Alzheimer's, pediatric rare disease.

Confirmed

B2C direction, three primary personas

Investor-confirmed May 18. Three personas: cancer patient (50+), caregiver, treating oncologist. Physicians reached through professional channels (Doximity, Sermo, UpToDate), not Meta.

Confirmed

Reddit added as a Phase 1 launch channel

Reddit moved from Phase 2 deferred to Phase 1 launch channel per Gerard's June 8 direction ("as soon as we have the opportunity to do some Reddit stuff, let's do it") and confirmed June 11. Reddit launches in parallel with Google Search and Meta, not after. Working numbers from David Collins (Reddit agency client partner): $2/click planning estimate, projected $30-60 CAC per qualified signup at a $1-2K monthly test budget within the $10K/month total envelope. Creative direction is organic-looking Reddit-native posts (static images and very short videos). No special healthcare licensing required for matching-service model. Approval timeline 24-48 hours. David handles compliance review. Reddit Pixel installation timed to kickoff. Patient-advocate influencer track remains a Phase 2 candidate.

Phase 1

Filmed advisor interviews

Greenlit. Subjects from the advisory team selected based on availability and on-camera fit. Feeds Meta video creative for cold prospecting.

Greenlit

Working group

Team

Gerard Heath

Founder & CEO

John King

Operations

Mike

Strategy

Thomas Zandstra

Marketing Lead, Acculead

Advisory team in interview rotation
Savi Glowe (clinical strategy) · Nick (data & tech) · Chris Mason, PhD (genomics, Weill Cornell) · Dr. Munira Moosajee (medical oncology)