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As the end of Q1 approaches, many brands start looking ahead to Q2 planning, budget shifts, and spring campaigns. But before accelerating into the next quarter, there’s a critical opportunity right now: recalibration. The urgency of January resets and February seasonal spikes has cooled. What remains is clearer performance data, normalized acquisition costs, and emerging consumer intent trends. This is one of the cleanest strategic windows of the year. Brands that refine now scale smarter in Q2. Brands that skip