NO BLANK DAYS
Every live campaign, every creative and every piece of work in one place, with the context behind each number. Meta figures cover 23 August to 21 September 2026.
See the numbersAll campaigns, 23 August to 21 September 2026. Five campaigns delivered in the period, and two are live today at a combined £150 a day.
Weekly averages from Shopify and Klaviyo: the two weeks before paid social started on 21 August, against the four full weeks since.
Canvas is a new, premium brand, so people tend to visit more than once, or come back through email or search, before they buy. The clearest measure is what's happened on the site since the campaigns went live.
Ads Manager shows what happened. It doesn't show why. Five things to hold alongside every figure on this page.
The Lululemon-style sales campaign went live on 17 September. Meta's guidance is that an ad set needs around 50 conversions in a week to leave its learning phase, and a significant edit restarts that clock. All six ads are still in learning.
The first fair read is 1 October, after two full weeks of data.
The traffic campaign turned 22,899 clicks into 8 adds to cart. In five days, the sales campaign turned 403 clicks into 6 adds to cart and a checkout: over 40 times the shopping intent per click, at under a third of the cost per add to cart (£67.62 against £217.14).
The numbers are small and early, but it's exactly the direction a sales campaign should move.
Canvas is a new, premium brand. Most people see an ad, have a look, and come back later, often through email or search, before they buy. Meta's tracking only credits a sale it can link back to a recent click, so it sees a fraction of the sales it helps create. Anyone who buys in a JD store or on jdsports.co.uk is invisible to it altogether.
That's why the site's own numbers, above, are the clearest measure of what the campaigns are doing.
The new creative landed at the back end of summer sales: end-of-season clearance across sportswear, autumn discounting, and brands already warming up for Black Friday on 27 November. New-season kit at full price is competing with a lot of noise.
Payday weekend, 25 to 27 September, is the first real buying window since launch.
Where there's enough data, Meta's own diagnostics put the creative's engagement above average.
| New Palm House Images | Above average |
| Men's Outfit Reel | Above average |
| Women's Outfit Reel | Above average |
| "Now at JD" boosted post | Above average |
Meta engagement rate ranking, compared with ads competing for the same audience
Live campaigns first. Figures cover 23 August to 21 September 2026.
Our read: learning, so we hold. No creative changes before the 1 October read. Frequency is the one number we're watching closely: if it climbs past 3.5 before then, widening the audience is the right lever, not new creative.
Our read: it did the launch job, putting Canvas in front of 264,000 people for under £4 per 1,000 views. Its role now is awareness: introducing a new brand to new people, who come back through email, search or JD when they're ready to buy. Email sign-ups have tripled since it went live. The women's ad set drew 19,335 clicks but no adds to cart, and is paused.
Our read: the warm audience was too small to carry it, with the same people seeing it four or five times. It comes back with new hero images once the live campaigns have grown the pool. That refresh is in progress now.
Our read: two quick boosts to announce JD. Strong click-through for very little spend; job done.
Our read: built in spring for warm audiences and not spending in this period. Ready to switch back on when those audiences are large enough to support them.
One product, one colourway, clean studio frames. Live since 17 September and ranked by adds to cart, then click-through. Every ad is clearing the 0.5% click-through line at which we'd replace creative.
Meta has already put 46% of the budget behind this ad, and it has returned half the adds to cart and the only checkout. That's the algorithm doing its job, and the best reason to leave it alone.
Three more colourways are already made. When the first six start to tire, the next round goes live without waiting on new artwork.
Running in the traffic campaign's men's ad set, ranked by adds to cart, then link clicks.
Paused: the women's ad set, covering the Mixed Image, Women Runner and Women's Outfit Reel ads. Big click numbers, 19,335 between them, but no adds to cart, so the budget now works harder elsewhere.
Imagery shows the product or subject featured in each ad. Hover a product to see the back.
Changes are triggered by the data, not the day of the week. This is the plan for the next 30 days and the run into Black Friday.
Lululemon-style set launched with six ads.
The first real buying window. We watch; we don't touch.
First creative read: keep, rotate or pause individual ads.
Budget, audience and scale, decided at campaign level.
Plan agreed in October, built on what the first month shows.
September is on course to be the busiest month yet: 33 pieces of work opened in three weeks, against 38 in the whole of August. Everything below comes from our project board for Canvas. Calls and day-to-day messages mostly aren't logged, so these figures are a floor, not a ceiling.
Stacked by the week it was opened, March to September.
| Discipline | Mar | Apr | May | Jun | Jul | Aug | Sep | Total |
|---|---|---|---|---|---|---|---|---|
| 4 | 3 | 7 | 6 | 4 | 6 | 4 | 34 | |
| Reporting and meetings | 2 | 1 | 4 | 5 | 5 | 10 | 27 | |
| Website and ecommerce | 7 | 2 | 3 | 3 | 7 | 22 | ||
| Retail, print and out of home | 3 | 1 | 9 | 8 | 21 | |||
| Paid social | 3 | 2 | 6 | 9 | 20 | |||
| Creative and content | 3 | 6 | 1 | 1 | 2 | 13 | ||
| Data and set-up | 1 | 1 | 4 | 6 | ||||
| Blog | 3 | 1 | 4 | |||||
| All work | 13 | 9 | 19 | 21 | 14 | 38 | 33 | 147 |
10 pieces of work opened on the Monday: the Lululemon brief and build, a boosted post, the Limitless banner, flyer and asset plan, reporting and calls. All 10 were delivered by Friday.
13 builds and changes in five weeks: new campaigns, creative rounds, boosted posts, and audience and card edits. That pace was right for a launch. The next phase is about letting it run.
This page brings Ads Manager, the creative and the project board together, with the context the platform doesn't show. It's the quickest way to see where things stand, and it's where each decision above will be reported.
Next update: 1 OctoberQ4 is the biggest trading window of the year. To give every piece of work the time it deserves, new requests go into one of three lanes.
Anything that affects sales this week: a broken link, a stock change, a launch date. Picked up the same day.
New creative ideas and tweaks to live ads. Batched into a fortnightly creative round, so live ads keep learning in between.
Bigger ideas, new channels and new collaborations. Logged on the board and picked up in the monthly review.