$ Revenue

Updated Daily

Metric	This Week	Last Week	YoY Change	Target	Trend
Total Revenue All channels combined					—
DTC Revenue Owletcare.com					—
Retail Sell-Through Amazon, Target, Walmart, etc.					—

☯ Customer Acquisition

Updated Weekly

Metric	This Week	Last Week	YoY Change	Target	Trend
Website Sessions Owletcare.com total traffic					—
New Customers First-time purchasers					—
Customer Acquisition Cost Blended CAC (all paid channels)					—

% Marketing Efficiency

Updated Weekly

Metric	This Week	Last Week	Target	vs. Target	Trend
Paid Media ROAS Return on ad spend (blended)					—
Website Conversion Rate Sessions to purchase					—
Email Revenue Contribution % of DTC from email/SMS					—

♥ Brand Health Indicators

Updated Monthly

Brand Search Trend

Parent Sentiment (Social)

Press Coverage Quality

⚛ Social Performance

Updated Weekly

AI AI Search Barrier Analysis

Profound Data | Dec 2025 – Jan 2026

AI Responses Analyzed

105,943

ChatGPT, Gemini, Copilot, Perplexity, Grok, Meta AI

Owlet Mentions

41,605

39.3% mention rate across all baby monitor queries

Barrier Queries Identified

13,247

Queries where AI surfaces a purchase concern

★ Share of Voice — Owlet Leads

Brand	Share of Voice	Visibility
Owlet	16.3%	0.66
Nanit	11.2%	0.46
Eufy	4.0%	0.17
VTech	4.0%	0.16

⚠ 8 Purchase Barriers AI Is Reinforcing

#	Barrier	% of Concerns	Volume	Sample Query
1	Worth / Value / Price	22.2%	2,944 queries	"Is Owlet worth the price?"
2	Competitor Comparisons	17.0%	2,248 queries	"Owlet vs Nanit — which is better?"
3	Accuracy / Oxygen Monitoring	13.7%	1,810 queries	"How accurate is the Owlet sock?"
4	Safety Concerns	12.2%	1,610 queries	"Is the Owlet sock safe for newborns?"
5	FDA / Regulatory	11.9%	1,579 queries	"What baby monitors are FDA cleared?"
6	False Alarms	9.2%	1,219 queries	"Does Owlet send false alarms?"
7	SIDS / Breathing	6.1%	802 queries	"Can a sock monitor prevent SIDS?"
8	Subscription Concerns	2.6%	344 queries	"Do smart baby monitors need a subscription?"

! What AI Tells Parents

Barrier #1: "Is It Worth It?" (22%)

"Think of it as a luxury peace-of-mind tool rather than a necessity."

AI frames Owlet as optional luxury, not essential monitoring tool.

Barrier #6: "False Alarms?" (9%)

"Yes — Owlet socks can sometimes send false alarms. These alerts are usually caused by sock placement or baby movement."

Leads with "yes," frames as frequent issue instead of user education.

Bright Spot: FDA Messaging

"The Owlet Dream Sock is FDA-cleared as a smart baby monitor for healthy infants. Masimo Stork is the only other FDA-cleared competitor."

AI correctly positions FDA clearance as unique differentiator. Amplify this.

Owned Content Gap

Only 6.7% of AI citations come from owned Owlet content. 80.8% come from earned media.

More FAQ + blog content on owletcare.com = more AI citations we control.

🔗 Where AI Gets Its Information

#	Source	Citations	Share
1	reddit.com	48,504	8.1%
2	owletcare.com	25,243	4.2%
3	babylist.com	15,379	2.6%
4	youtube.com	12,390	2.1%
5	amazon.com	11,892	2.0%
6	support.owletcare.com	10,697	1.8%
7	babygearlab.com	9,941	1.7%
8	nanit.com	9,470	1.6%
9	fathercraft.com	9,213	1.5%
10	pmc.ncbi.nlm.nih.gov	8,617	1.4%

Citation Breakdown (Unbranded Queries)

Earned / Review Sites9.5%

Social (Reddit, YouTube, Facebook)10.8%

Owned (owletcare.com + support)6.0%

Competition (Nanit, Eufy, Snuza)6.1%

Retail (Amazon, Best Buy, Target)3.9%

Medical / Authority2.4%

Competitor sites are cited almost as much as owned content (6.1% vs 6.0%). More FAQ + comparison content on owletcare.com can flip this ratio.

📰 Press & Editorial Coverage

Profound API | Live

Top press, editorial, and expert review sites citing Owlet in AI responses — these high-authority sources shape how LLMs talk about the brand.

#	Publication	Citations	Share	Top Topic
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★ Key Publisher Deep Dive

Profound API | Live

The top articles from Babylist, BabyGearLab, and FatherCraft driving the most Owlet citations in AI responses. Click a publisher to expand.

Babylist

▼

BabyGearLab

▼

FatherCraft

▼

AI AI Share of Voice — Unbranded Topics

Profound API | Live

Topic	Owlet SOV	SOV	Visibility	Top Competitor	Competitor SOV
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Brand Health Dashboard

Live from Sprout Social · Last 30 days

LIVE DATA

Total Followers

Across all platforms

Impressions (30d)

Engagement Rate

♥ Brand Health Indicators

Updated Monthly

Brand Search Trend

Parent Sentiment (Social)

Press Coverage Quality

Platform Performance

Follower Distribution

—

Total

Impressions by Platform (30d)

Engagements by Platform

Top Performing Content — Last 30 Days

Ranked by engagement

March 2026 Performance Current

Default forecast

Q1 OCS + Remaining Forecast

OCS = shipped revenue to date. Q1 total includes remaining daily forecast estimates.

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March O.com Forecast vs Commit

—

O.com Forecast

—

Commit

—

Upside

Projected Month Total

	Revenue
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Daily Performance

	Date	2026 Budget	LIVE Adaptive (as of 3/19)	LIVE FORECAST (Actuals + Forecast)	Delta (Forecast vs Adaptive)	Status	Paid Spend	Prior Year	YoY %	Notes	LY Notes
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Upcoming Forecast

Date	2026 Budget	LIVE Adaptive (as of 3/19)	LIVE FORECAST (Actuals + Forecast)	Delta (Forecast vs Adaptive)
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2026 Monthly Outlook — LIVE Adaptive vs Budget

Month	LIVE Adaptive	2026 Budget	Δ	Status
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Paid Media Performance

Blended Performance (All Channels)

Total Spend

—

Blended ROAS

—

Total Purchases

—

Channel Breakdown

Channel	Spend	Revenue	ROAS	Purchases	CPC	CTR	Trend
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Channel Deep Dive — Week over Week

Efficiency Metrics

Channel	Impressions (TW)	Impressions (LW)	Clicks (TW)	Clicks (LW)	CTR (TW)	CPC (TW)
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eComm Performance Tracker 2026

Budget & Forecast Comparison

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OCS (Open, Committed, Shipped)

💰 Email & SMS Revenue

Live from Klaviyo

YTD Attributed Revenue

Email/SMS-attributed orders

This Month Attributed

vs last month

Email % of DTC Revenue

Target: 25%+

Revenue per Recipient

YTD efficiency

Weekly Attributed Revenue

Last 12 weeks

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Campaign Performance

Last 15 campaigns

Campaign	Send Date	Recipients	Open Rate	Click Rate	Revenue	Rev/Recipient
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⚡ Automated Flows

Last 30 Days

Total Flow Revenue (30 Days)

Automated email sequences

Flow Name	Status	Recipients	Revenue	Open Rate	Click Rate
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👥 Deliverability Health

Last 30 Days

Open Rate

of emails opened

Click Rate

of emails clicked

Bounce Rate

of emails bounced

Unsubscribe Rate

opt-out rate

Subscriber Lists

List Name
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★ Full-Funnel Strategy Matrix

Funnel Stage	Strategic Initiative	Tactics	Daily / Weekly Actions
Awareness	Build mass-market awareness Move beyond early-adopter channels with PR, influencer partnerships, and AI-optimized content	PR & earned media targeting mainstream parenting outlets Influencer partnerships beyond niche "tech parent" segment AI-optimized content for LLM search visibility Reports & content for AI citation readiness	DailyExpand category awareness, increase LLM citations WeeklyMonitor media mention volume & sentiment WeeklyReview AI Overview inclusion rates
Awareness	Create an AI-ready intelligence platform Position Owlet as the authoritative source across AI search surfaces	SEO + AI search optimization, expert panels Structured data & schema markup for AI extraction Content hub with research-backed health articles	DailyIncrease organic traffic, improve product discovery WeeklyTrack SERP position changes & AI citation rate
Consider	Win the modern discovery window Meet parents where they research — Reddit, YouTube, comparison tools, AI assistants	SEO + AI search optimization, expert review seeding Reddit & community presence (organic) YouTube comparison & unboxing partnerships Embrace/lift programs, word-of-mouth amplification	DailyIncrease organic traffic, improve product discovery WeeklyMonitor Reddit sentiment & share of voice WeeklyTrack conversion from review content
Conversion	Expand retail & checkout touchpoints Remove friction from the purchase moment with expanded retail and financing	Retail partnership expansion & POS optimization PDP optimization (content, reviews, imagery) Affirm financing visibility ($25/mo messaging) Cart abandonment recovery flows	DailyIncrease CVR, reduce cart abandonment WeeklyA/B test PDP elements & checkout flow WeeklyReview retail sell-through by channel
Retention	Increase perceived ecosystem value Deliver ongoing value through personalized insights and lifecycle upsell	Personalized health insights & sleep coaching in-app Multi-device ecosystem value (Dream Sock® → Dream Duo®) Lifecycle email/SMS nurture campaigns	DailyMonitor app engagement, churn signals WeeklyReview NPS trends & support ticket themes WeeklyTrack upsell/cross-sell conversion
Advocacy	Build long-term trust and advocacy Turn satisfied parents into evangelists through referrals and community	Referral program with meaningful incentives Predictive data storytelling & health reports Parent community platform & UGC amplification Registry partnerships for gifting moments	DailyMonitor referral participation & attribution WeeklyReview advocacy pipeline, identify top advocates WeeklyTrack word-of-mouth & social mentions

January 1 – March 31, 2026

Q1 2026 Marketing Wins

What an incredible quarter. Every channel fired, every promo beat or met its goal, and the team built something lasting — in brand, in AI, and in community.

$3.44M

Q1 Gross Sales

117K+

Owlet360 Subscribers

5 Promos

All Beat or Met Goal

1 Award

PARENTS Mag "Best for Baby"

🙌

Huge Q1 — thank you to the entire Owlet marketing team!

On to Q2. Bigger, bolder, better.

$Revenue & Sales

owletcare.com Q1 Gross Sales

$3.44M+$341K vs $3.1M budget · +$141K vs $3.3M commit

WinterReady15 Promo

Jan 11–17

$148K+

Through Day 4

+73%

vs Last Year

+35%

vs Forecast

A/B test winner: discount messaging in HP hero drove +13% CVR — rolled out site-wide.

Winter Ready Bundle

Jan 23–25

~$170K+

Final Revenue

+42%

vs $120K Goal

Day 1: $56.8K. Day 2: $62.7K (beat ChatGPT's prediction!). Meta drove $87K at 8.98 ROAS — nearly double monthly average.

Feb National Promo

Feb 8–16

$632K

8-Day Total

$117K

Super Bowl Sunday

Day 1 (Super Bowl): +43% ahead of $82K forecast. Final day $105K — biggest day of promo. Meta $147K at 5.06 ROAS; Google 13.29 ROAS; TikTok 11.32 ROAS.

Baby Sleep Day Flash Sale

Mar 1

$82.8K

Final (vs $65K forecast)

+$17K

Over Forecast

15,902 sessions · 1.7% CVR

Spring Into Sleep Bundle

Mar 6–8

$177K

Hit Forecast

+9%

vs Jan Bundle

Hit forecast with hours to spare. Day 2: $82.1K (+53% vs Day 1). Live purchases observed at Prego Expo during the sale!

15% Off Promo

Mar 11–21

$387.6K+

Final Gross Sales

+36%

YoY

Surpassed $315.7K forecast with 2 days to spare. CVR held steady at 1.16% throughout. Through Day 7: $248.2K (+21.6% vs forecast).

✉Email, SMS & Owlet360

100K+

Active Owlet360 Subscribers

Hit on Jan 8 — a major milestone

117K+

Owlet360 by Feb 25

Ahead of 111K Q1 goal

Flawless Executions

Feb National Promo launch email + SMS — US & Canada
Spring Bundle launch email + 12PM SMS drove strong Day 1
UK & AU Valentine's Day "Beyond Baby" email deployed

📱Content & Social

Viral Moment

Owlet's Bad Bunny Halftime Post

105K+

Impressions

3.1K

Engagements

1.2K+

Launch

First Baby Sleep Report — Jan 21

Analyzing data from 1.2M+ Owlet-monitored babies. Press release live on BusinessWire. Social content + global email deployed.

AI Content

First Profound AI Blog Posts Live

First batch of AI-generated flu season blog posts went live in January — kicking off the Profound content strategy.

More Highlights

Baby Sleep Day Instagram post live Mar 1
Marketing team baby photo carousel — brand humanizing moment
New parent story blog: "The peace of mind it gave us was priceless"
Sweet Duo 3 TikTok unboxing — viral goodwill for Target replacement

🤝Partnerships & Events

Giveaway Results

Partner Giveaway Roundup

Tubby Todd x Target Haul8,589 entries

Owlet x Love to Dream (US)5K+ entries

Love to Dream (AU)2.3K entries

Where Wonder Begins Sweeps10,127 entries

Winter Wellness Giveaway3,150 entries

Retail & Channel Highlights

Paid Dream Duo video review live on Babylist (Jan 22) — cutdowns secured for paid + organic
Owlet featured in Target's "Top/Most Loved Registry" carousel
Emily Mariko paid influencer spot + Dream Duo 3 email via Babylist planned

Events

Prego Expo — live purchases seen during Spring Bundle sale
ViVE 2026 (LA) — Alisa represented Owlet with Rhapsody/Owlet Connect, including podcast interview
CHLA "Make March Matter" — Owlet donated product; strong BabySat interest from NICU team; summer tour & meet-and-greet planned

📰PR & Awards

🏆

Embargo Lifts April 7

PARENTS Magazine 2026 "Best for Baby" Award

Dream Duo is a winner — global rights purchased

Legal Win

NAD Rules Against Nanit

National Advertising Division ruled against Nanit's "#1 Baby Monitor" claims — a Fast-Track SWIFT case brought by Owlet.

Media Coverage

Dream Duo 3 on Good Day DC (Fox 5)
Men's Health UK: Dream Duo review live
WIRED Best Baby Monitors — Dream Sight included
Dream Sock in Kaylee Dudley's baby favorites on The Bump
AJC wearables article with Owlet link

BusinessWire Releases

Owlet Sleep Report (Jan 21)
Owlet x webAI partnership (Feb 3)
Q4 & Full Year 2025 earnings (Mar 5) with 2026 guidance
Owlet + CHLA (Mar 26)

Bo's Act Advocacy

DC meetings with Senators Hyde-Smith & Cortez Masto. Representatives excited to back Owlet's mission. Dream Duo 3 featured alongside advocacy trip on Good Day DC.

🤖AI & Technology

Profound AI Content Strategy

Launched tracking of Owlet's share of voice across ChatGPT, Gemini, and Perplexity. First AI-generated blog posts live.

Incrementality Testing Launched

Measuring true incremental value of each paid media channel via Haus — moving from correlation to causation.

Claude AI Rollout

Initiated for marketing team with SSO implementation underway. Mother's Day Claude Skills prototypes built — Shopify hero drafts + visual campaign live.

Google AI Tools Rollout

Gemini, NotebookLM (with legal guidelines), Pomelli, and VEO rolled out to marketing team. Gemini AI Presentation Tutorial shared with team.

Figma Make Translation Breakthrough

Sleep Report translated to French using AI. Exploring regional spec automation for all markets.

Ahrefs & Analytics

Ahrefs access restored for AI search and share of voice tracking. Owlet x webAI strategic partnership announced Feb 3.

⚙Operations & Process

New Creative Request Template

Rolled out to standardize copy & design intake across the team

Mother's Day 2026 IMB Kickoff

Completed in March — campaign in motion for Q2

Owlet for Orgs Landing Page

Employee benefit program page went LIVE March 30

Global Master Foundational Messaging Doc

Dream Sock + Dream Duo single source of truth published

Marketing Performance Dashboard

Q1 2026 Marketing Wins