# Research and selection record Observed 8 September 2026. Independent analysis for GoodAdvertorials. Local review only. ## Selection The task began with Thorne. Five selected consumer paid paths contained a PDP, collection and branded campaign education, including GLP-1 support and Truemed eligibility. The current pending P&G transaction is interesting, but no causal relationship to pre-sells or ad performance was established. See the sourced `thorne-company-brief.md`. Two alternatives were investigated: Seed and ARMRA. Seed ad [851155104134599](https://www.facebook.com/ads/library/?id=851155104134599) led to a [branded comparison article](https://seed.com/cultured/seed-vs-other-probiotics-for-gut-health/), with repeated links to [DS-01](https://seed.com/daily-synbiotic). It is explicitly written by Seed, last updated May 19, 2025 in the capture. It is a verified paid destination, not merely an organic article discovered in search. Only one exact Seed ad was found in the bounded keyword capture; this is narrow evidence, not a full inventory. ARMRA provided a more varied, source-linked set of page arguments. Seven destinations were traced and grouped into **six featured journeys**. A05 (`colostrum-powder-men`) and A06 (`7-reasons-armra-colostrum`, ad 1089753366772368) share the broader seven-reason content family, so they are not counted as two distinct layouts. ARMRA was selected for observed variety and clarity, not ad volume, presumed spend or performance. ## ARMRA business context ARMRA is the colostrum consumer brand of Rahal Biosciences Inc. Its own pages identify founder Dr. Sarah Rahal and a business launched in 2020. The DTC offer now includes jars, travel sticks, performance-oriented products and soda. The inspected pages emphasize a founder’s medical background and processing/quality claims. [Official founder page](https://armra.com/pages/dr-sarah-founder-story), [Inc founder profile](https://www.inc.com/profile/sarah-rahal). A current cap table, audited revenue series and acquisition valuation were not established from reliable public sources. No estimated sales or funding number is used in the content. Do not confuse search results for ARMRA Capital Partners with this consumer brand. Claimed customer totals, reviews and health outcomes on brand pages are marketing claims, not independently verified business or clinical metrics. ## Sampling and identity - Thorne exact Meta Page ID **111910155537674**: 100 captured records, cap 100, active US filter. 72 first-party Thorne labels and 28 partnership labels in the raw extract. These are records in a capped sample, not exhaustive ad totals. - ARMRA exact Page ID **109196117495123**: 80 records, cap 80, active US filter, captured 2026-09-08T16:26:40.685Z. Labels: 73 ARMRA, 6 Wesley Glouchkov with ARMRA, 1 ARMRA with Bowie The Golden Retriever. - Additional ARMRA keyword discovery: 65 records including unrelated advertisers. Founder partnership ad 1716365509582788 was confirmed in its Meta detail modal under **Dr. Sarah Rahal with ARMRA**, creator Page ID **971212256070083**. - Wesley source ad 1859020082134570 was confirmed under **Wesley Glouchkov with ARMRA**, creator Page ID **127743913756947**. - Seed keyword discovery: 65 records, only 1 exact Seed match. The other records cannot be treated as Seed advertising. - Thorne keyword discovery: 80 records, many unrelated; excluded from account-level interpretation. The Meta source modals preserve IDs, identities and CTA wrapper destinations. Direct permalinks defaulted to `country=ES` in this European browser even though discovery used US. This does not establish Spain targeting, and the discovery filter does not prove this browser is a US shopping session. Several storefront prices localized to EUR; some earlier captures showed USD. No universal price is asserted. ## Extraction limitations The existing scraper takes the first outbound link in a card. That can be a creator profile or disclosure link. In the Thorne extract, 11 creator-profile and 2 disclosure-first mappings need correction before aggregate destination analysis. Three practitioner ads resolve only to `fb.me/` in the extract and are unresolved. One recruitment destination (`thorne.pinpointhq.com/supplychain`, ad 1465612518933935) is outside consumer acquisition scope. The raw sample is preserved; selected routes are manually inspected. No automatic destination percentage is published. Standalone creative images were unavailable for two selected partnership ads. Their real Meta modal captures are used instead of fabricated thumbnails. The saved soda modal was refreshed after loading. Full ad videos were not downloaded or watched end-to-end, so copy analysis relies on visible text and frames. ## Purchase path checks - Hair: the first “30% OFF YOUR HAIR RITUAL” CTA scrolled to the unflavored jar buy box, heading at y198, same URL. - Bloating: sticky “Shop Now” scrolled to the jar buy box, heading at y198, same URL. The hero “UNLOCK 30% OFF” did not scroll in this session; do not say every CTA worked. - Soda: “CLAIM YOUR 15% OFF” scrolled to the Soda Variety 12-Pack, heading at y180, same URL. - Founder and broad daily-health pages: embedded product selectors and purchase controls inspected in the DOM. The founder buy box appears before its longer letter; this is a commerce/campaign hybrid, not pure editorial. - Direct PDP: selection and purchase controls already at the product destination. No cart additions, checkout, eligibility forms, purchases or personal information submissions were performed. `evidence/cta-checks.json` and reached-offer screenshots record this boundary. ## Offer and proof discipline Hair and bloating headers say 30% off a first order; the captured bloating terms specify **first subscription order** with WELCOME30 and a different recurring discount. Soda advertises **up to 15%**, not the jar offer. Variant URLs and offer terms can change. Jurni selected different hair variants on separate visits (1694 and 1695); their presence is not evidence of a winning test. The pages use medical authority, customer testimonials, review counts, mechanism explanations and research claims. Some quantified hair/gut outcomes cite an open-label, 60-person, three-month survey of adults aged 18–65 using 2g daily. Those self-reports are not randomized-trial evidence or acquisition-performance evidence. No health outcome is endorsed in the post or artwork. ## Proposed tests 1. Angle-matched explanation vs direct PDP, randomized within the same audience and offer; compare purchase rate and contribution profit per visitor. 2. Athlete-specific opening vs broad benefit opening, rest of page unchanged; compare purchases and CAC, with engagement as diagnostic. 3. Embedded selector vs separate PDP, same prices, options and terms; compare profit per visitor and subsequent subscription retention. These are hypotheses for other DTC brands, not claims that ARMRA has tested them or that they will improve results. ## Files and provenance `evidence.json` is the shared route manifest used by `data.js` and the map. `evidence/` contains snapshots, original journey URLs and selected raw discovery exports. `assets/` contains locally preserved ad media. `evidence/ad-proofs.json` records source-modal outbound links. Original evidence remains in `../thorne-funnel-research-20260908/`. The Grüns and AG1 builders were inspected for visual workflow only. Their stale counts, spend interpretations, old offers and Cloudinary write assumptions were not reused. No external uploads or changes to legacy maps, Eureka or Shopify were made. ## Expanded capture for V3 (same day) The later page-filter collection loaded 84 unique Library IDs, with 66 image-only cards and 18 video cards. Meta’s approximate result banner was 89. Five consecutive bottom checks added no IDs; the saved log records this stop, not a full-account census. CTA links were preserved, and every record resolved to a single ARMRA destination after excluding non-ARMRA links. Earlier same-day discovery supplies seven additional unique IDs (six Sarah Rahal partnership ads, one Wesley partnership ad), included in browsing but excluded from the denominator. Only the one previously inspected Sarah source has independently preserved modal proof; remaining legacy supplemental mappings are labelled as extracted, not newly reverified. Unique creatives are not deduplicated by image: ad counts use unique Library IDs. Hidden versions/carousel frames may exist. Current exact paths `/apps/jurni/bloating` and `/apps/jurni/worlds-first-colostrum-soda` each have 18/84 IDs (21.4%). The featured `/apps/jurni/colostrum-for-bloating-men` path has 1/84 (1.2%); those different paths are not conflated. Broad daily health combines two already-inspected paths: 9 + 5 = 14/84 (16.7%); the distribution table splits them. Founder-story direct route is represented only in supplemental discovery. No spend, traffic or profit estimate is inferred.