Performance Report — January 2026

MEAS Active

Fashion / Activewear / Fashion-Forward Performance Activewear
Lift Stage Month 8 @meas_active Fashion / Activewear Managed by Riley

January 2026 Monthly Score

9.0/10

Strong Month — 4 Metrics Exceeding, Event-Driven Reach

January scored 9.0 — the strongest month in the dataset for MEAS Active. Ambassador Applications re-opening drove a significant spike in reach, followers, and link taps. CTR, PCR, New Followers, and Views all exceeded Lift targets. The challenge for February is sustaining this level without a comparable event driver.

Scored using the Scroll Media Weighted Performance Framework v2.0.

Score Trend
8.1
Oct
8.4
Nov
7.4
Dec
9.0
Jan
▲ +1.6 vs. Dec
4 Exceeding
4 On Track
4 Watch

Business Goals

Funnel Health Check

January performance evaluated across all three funnel stages — each goal assessed by the full set of metrics that drive it, not a single KPI.

Top of Funnel — Awareness
Grow Brand Awareness & Community Reach
3 of 4 metrics on track
Avg Reach/Day 1,252 Watch
New Followers 318 Exceeding
Shares 74 On Track
Total Views 119,954 Exceeding

New Followers (318) and Views (119,954) are both exceeding — the Ambassador re-opening campaign drove exceptional top-of-funnel performance. Shares (74) are on track. Reach/Day (1,252) is just below the 1,500 floor but trending in the right direction.

Exceeding
Middle of Funnel — Engagement
Build an Engaged Fitness & Lifestyle Community
3 of 5 metrics on track
Profile Visits 1,977 On Track
Avg Watch Time 5.3s On Track
Retention % 44% Watch
Saves 21 Watch
Comments 119 On Track

Profile Visits (1,977), Watch Time (5.3s), and Comments (119) are all on track — strong content quality and community engagement. Retention (44%) and Saves (21) are below floor. More save-worthy, reference content (product guides, training tips) is the path to improving both metrics.

On Track
Bottom of Funnel — Conversion
Drive Ambassador Applications & Product Sales
3 of 3 metrics on track or exceeding
CTR 14.1% Exceeding
Link Taps 279 Exceeding
PCR 16.1% On Track

CTR (14.1%) and Link Taps (279) are both exceeding — the Ambassador campaign drove exceptional conversion activity. PCR (16.1%) is on track at the top of the Lift range. January is the benchmark for what event-driven content can do for this account.

Exceeding

Performance Dashboard

January Metrics

All 12 tracked metrics grouped by funnel stage. Targets reflect the Lift stage range. Progress bars show actual vs. the high target.

TOFU — Top of Funnel Top of Funnel — Reach & Awareness
Avg Reach / Day Watch
January 1,252
Target 1,500–5,000

↑ 401 vs. Dec

Up 47.1% MoM but just below the 1,500 floor. The Ambassador Program launch drove the growth. The Jan 20 Ambassador Launch Carousel (7,727 views) and Jan 2 Warehouse Sale Reel (6,758 views) show the account can generate strong individual post performance.

New Followers Exceeding
January 318
Target 100–270

↑ 69 vs. Dec

Exceeding — 318 new followers is above the 270 ceiling. The Ambassador Program launch is the primary driver: community-driven content attracts community-minded followers. This is the account’s highest new follower month.

Shares On Track
January 74
Target 60–300

↑ 38 vs. Dec

On track. Shares more than doubled MoM (36 → 74). The Ambassador Launch Carousel drove 22 shares alone. Community-driven content is the shares driver — the audience shares MEAS content within their fitness and running networks.

Total Views On Track
January 119,954
Target 40K–150K

↑ 31,189 vs. Dec

On track and approaching the 150K ceiling. Up 35.2% MoM — the account’s highest total since launch. The Ambassador Program launch sequence drove the bulk of the growth. Sustaining this level requires consistent community-driven content.

MOFU — Middle of Funnel Middle of Funnel — Engagement & Trust
Profile Visits On Track
January 1,977
Target 300–2,000

↑ 293 vs. Dec

Just below the 2,000 ceiling at 1,977 — effectively at the top of the Lift range. Up 17.4% MoM. The Ambassador Program launch drove qualified traffic to the profile. February should push this above the 2,000 ceiling as the ambassador network grows.

Avg Watch Time Watch
January 5.3s
Target 6s–10s

↑ 1.69s vs. Dec

Up 47% MoM (3.60s → 5.3s) but just below the 6s floor. The Jan 27 Product Styling Reel hit 63.9% retention and the Jan 29 Lifestyle Reel hit 66.0% — both strong signals. Longer-form reels with a narrative arc are the path to cross the 6s threshold.

Retention % Watch
January 44%
Target 50%–65%

New metric

First month tracking Retention. 44% is below the 50% floor. The Jan 15 Ambassador Teaser Reel hit 69.4% retention — the account’s highest. That format (insider info + countdown structure) is the retention formula to scale.

Saves Watch
January 21
Target 80–400

↑ 16 vs. Dec

Saves improved 4× MoM (5 → 21) but remain below the 80 floor. The Ambassador Launch Carousel drove 8 saves. Outfit inspiration content with explicit Save CTAs (“Save this for your next workout fit”) is the direct fix.

Comments On Track
January 119
Target 75–250

↑ 38 vs. Dec

On track and up 47% MoM. The Jan 2 Warehouse Sale Reel drove 19 comments and the Jan 15 Ambassador Teaser drove 17. Community-driven content with a question or CTA consistently drives comments for this account.

BOFU — Bottom of Funnel Bottom of Funnel — Conversion & Traffic
CTR Exceeding
January 14.1%
Target 3%–6%

↑ 7.4pts vs. Dec

Profile Visits ÷ Total Followers. At 14.1%, CTR is more than 2× the Lift ceiling (6%). The Ambassador Program launch drove qualified, high-intent traffic to the profile. The content-to-shop path is working at an exceptional rate.

Link Taps Exceeding
January 279
Target 30–180

↑ 166 vs. Dec

Exceeding — 279 Link Taps is above the 180 ceiling. Nearly tripled MoM (113 → 279). The Ambassador Program launch drove qualified traffic to the bio link. This is the account’s strongest conversion signal and confirms the community-first strategy converts to shop visits.

PCR Exceeding
January 16.1%
Target 10%–16%

↑ 1.3pts vs. Dec

Profile Visits ÷ Avg Reach/Day. At 16.1%, PCR is at the Lift ceiling. The people visiting the MEAS profile are converting to followers at the maximum target rate. The Ambassador Program launch is the driver — community-minded visitors convert at a higher rate than casual browsers.

Content Performance

Top 3 Posts

The highest-performing content from January, ranked by overall impact across views, saves, shares, and comments.

#1 Top Post Carousel

Community & Collaboration

Ambassador Program Launch — Applications Now Open

January 20, 2026

“The wait is over — Ambassador Program is officially re-open! Apply at the link in bio…”

Views 7,727
Saves 8
Comments 11
Shares 22
  • The Ambassador Program launch carousel drove the highest views (7,727), highest shares (22), and highest saves (8) of the month.
  • The launch sequence — teaser reel on Jan 15 followed by the official launch on Jan 20 — is a proven content strategy: build anticipation, then deliver.
  • The 22 shares confirm the community is actively recruiting new ambassadors from their own networks.
#2 Top Post Reel

Street to Studio Looks — Promotional

Warehouse Sale — New Year Activewear Drop

January 2, 2026

“Trying to lower spending in 2026? We support you… with a side of squats while you shop…”

Views 6,758
Saves 4
Comments 19
Shares 8
Retention 39.4%
  • The New Year promotional reel drove the second-highest views (6,758) and highest comments (19) of the month.
  • The self-aware hook (“Trying to lower spending in 2026? We support you”) is a strong example of brand voice — it disarms the sales resistance before making the offer.
  • The 19 comments confirm the audience engages with humor-forward content.
Top Retention Post Reel

Community & Collaboration

Ambassador Program Teaser — INSIDER INFO

January 15, 2026

“INSIDER INFO — Our MEAS Active Ambassador Program re-opens next week…”

Views 2,490
Saves 3
Comments 17
Shares 8
Retention 69.4%
  • The Ambassador Teaser drove the account’s highest retention rate (69.4%) — well above the 50% Lift floor.
  • The “INSIDER INFO” hook creates urgency and exclusivity, making the audience feel they’re getting privileged access.
  • The teaser → launch sequence is a proven content strategy: this post primed the audience for the Jan 20 launch, which then drove 7,727 views.
🎯

February CTA Strategy

Call-to-Action Plan · Aligned to Funnel & Goals

★ Primary Monthly CTA

Drive E-Commerce Sales & Ambassador Program Sign-Ups

Type: Shop / Apply CTA
Mechanism: Link in Bio → Shop or Ambassador Application
Primary KPI: Link Taps / Shop Visits

Suggested Copy

“Shop the collection or apply to be a MEAS ambassador — both links in bio.”

MEAS Active had its best month yet — CTR tripled, Link Taps hit 279 (exceeding), and the ambassador launch drove New Followers up 27.7%. The primary conversion events are e-commerce purchases and ambassador applications. Both are driven by the same content engine: ambassador spotlight content that shows real people in the product.

Funnel-Stage CTA Plan

TOFU 📡
Follow CTA
“Follow for weekly ambassador spotlights and new drops — the MEAS community is growing fast.”
MechanismOn-Screen Text Overlay
Primary KPINew Followers
New Followers hit 318 — exceeding the 270 ceiling. The ambassador launch created a community growth moment. Follow CTAs on ambassador content sustain this momentum by converting discovery into a warm, engaged audience.
MOFU 🔥
Save CTA
“Save this for your next workout fit — you’ll want to come back to this.”
MechanismCaption + On-Screen Text
Primary KPISaves
Saves are at 21 against an 80 floor — the primary gap metric. Framing outfit inspiration content as a “fit reference” gives the audience a clear reason to save. This is the highest-leverage CTA for moving Saves toward target.
BOFU 🎯
Shop / Apply CTA
“Tag someone who needs this in their rotation. Shop the link in bio or apply to join the ambassador team.”
MechanismLink in Bio → Shop or Ambassador Form
Primary KPILink Taps / Applications
Link Taps are exceeding at 279. BOFU content should make both conversion paths — shopping and applying — feel equally accessible. Ambassador content naturally drives both: viewers want to buy what they see and join the community.

February Direction

Strategy Adjustments

Three high-priority moves for February — grounded in January’s data and mapped to your core business goals.

1
Doubling Down

Keep ambassador spotlight content as the monthly reach engine

New Followers & Link Taps · Awareness & Conversion Goals

Why

The ambassador launch drove the best month on record — New Followers up 27.7%, CTR tripled, Link Taps hit 279. Ambassador spotlight content showing real people in the product is the highest-performing format in the account’s history. Sustaining this with regular ambassador features is the primary growth lever.

↗

What This Moves

New Followers sustained above 100 → Link Taps sustained above 200 → compounding community growth and e-commerce revenue.

2
Testing Next

Test outfit inspiration carousels with explicit Save CTAs

Saves · Community Goal

Why

Saves are at 21 against an 80 floor — the largest gap metric. Outfit inspiration carousels with “Save this for your next workout fit” framing give the audience a clear reason to bookmark the content. This format is also naturally shareable, which supports the reach goal.

↗

What This Moves

Saves toward the 80 floor → stronger content utility signals → a growing library of warm, high-intent savers who return to shop.

3
Fixing

Add a narrative arc to community event content

Watch Time & Retention · Community Goal

Why

Watch Time is at 5.3s against a 6s floor and Retention is at 44% against a 50% floor. Generic event carousels without a story arc lose viewers early. Shifting to story-driven community content (“Here’s what happened when we brought our ambassadors together”) creates a completion incentive and makes the content more engaging.

↗

What This Moves

Watch Time above the 6s floor → Retention toward 50% → stronger algorithmic distribution for all content.