@font-face { font-family: "Neue Swiss"; src: url("/fonts/NeueSwiss-Semibold.woff") format("woff"); font-weight: 600; font-style: normal; font-display: swap; }
@font-face { font-family: "Neue Swiss"; src: url("/fonts/NeueSwiss-Bold.woff") format("woff"); font-weight: 700; font-style: normal; font-display: swap; }
@font-face { font-family: "Perfectly Nineties"; src: url("/fonts/PerfectlyNineties-Semibold.woff") format("woff"); font-weight: 600; font-style: normal; font-display: swap; }

/* Mirow brand tokens (design_handoff_mirow_brand/tokens.css) */
:root {
  --mirow-white: #FFFFFF;
  --mirow-ink: #111111;
  --mirow-lemon: #FFEB80;
  --mirow-grey: #F1F1F1;
  --mirow-hairline: #E2E2E2;
  --mirow-muted: #3D3D3D;
  --mirow-label: #6B6B6B;
  --mirow-blue: #2357D9;
  --ink: var(--mirow-ink);
  --bg: var(--mirow-white);
  --line: var(--mirow-hairline);
  --sans: "Neue Swiss", Helvetica, Arial, sans-serif;
  --wordmark: "Perfectly Nineties", Georgia, serif;
  --text-hero: clamp(38px, 6.2vw, 56px);
  --text-statement: clamp(32px, 4.6vw, 44px);
  --text-panel: clamp(28px, 3.8vw, 36px);
  --text-title: 22px;
  --text-body-lg: 17px;
  --text-body: 16px;
  --text-body-sm: 15px;
  --text-caption: 14px;
  --text-caption-sm: 13px;
  --text-label: 11px;
  --text-wordmark-lg: 28px;
  --track-headline: -0.045em;
  --track-title: -0.04em;
  --track-label: 0.08em;
  --wrap: 1100px;
  --pad: 40px;
  --radius: 14px;
  --stroke: 1.5px solid var(--mirow-ink);
  --stroke-pill: 2px solid var(--mirow-ink);
  --shadow-nav: 0 8px 30px rgba(0, 0, 0, 0.10);
}

* { box-sizing: border-box; }
html { scroll-behavior: smooth; -webkit-font-smoothing: antialiased; text-rendering: optimizeLegibility; }
body {
  margin: 0;
  background: var(--bg);
  color: var(--ink);
  font-family: var(--sans);
  font-size: var(--text-body);
  font-weight: 700;
  line-height: 1.5;
}
::selection { background: var(--mirow-lemon); color: var(--mirow-ink); }
a { color: inherit; text-decoration: none; }
p { margin: 0; }
img { display: block; max-width: 100%; }
a:focus-visible { outline: 2px solid var(--ink); outline-offset: 4px; }
.site-foot a:focus-visible, .nav .button:focus-visible, .article .takeaway a:focus-visible { outline-color: var(--bg); }
.wrap { width: 100%; max-width: calc(var(--wrap) + var(--pad) * 2); margin: 0 auto; padding: 0 var(--pad); }
.skip { position: absolute; left: -9999px; }
.skip:focus { position: fixed; left: 8px; top: 8px; z-index: 100; padding: 10px 14px; background: var(--ink); color: var(--bg); border-radius: 999px; }

.hl { background: linear-gradient(transparent 58%, var(--mirow-lemon) 58%); }
.eyebrow, .meta, .breadcrumbs {
  color: var(--mirow-label);
  font-size: var(--text-label);
  font-weight: 700;
  letter-spacing: var(--track-label);
  text-transform: uppercase;
  line-height: 1.4;
}
.eyebrow { display: flex; align-items: center; gap: 8px; color: var(--ink); }
.eyebrow::before { content: ""; width: 6px; height: 6px; border-radius: 50%; background: var(--ink); flex: none; }
.meta { text-transform: none; letter-spacing: 0; color: var(--mirow-muted); font-size: var(--text-caption); }
.arrow { display: inline-block; transition: transform .35s cubic-bezier(.2,.7,.2,1); }
a:hover .arrow { transform: translate(3px, -3px); }

/* floating pill nav */
.site-head { position: sticky; top: 14px; z-index: 50; height: 0; display: flex; justify-content: center; pointer-events: none; }
.site-head .wrap {
  pointer-events: auto;
  align-self: flex-start;
  width: auto;
  max-width: calc(100vw - 24px);
  display: flex;
  align-items: center;
  gap: 4px;
  padding: 5px 6px;
  background: var(--bg);
  border: 1px solid var(--line);
  border-radius: 999px;
  box-shadow: var(--shadow-nav);
}
.brand { display: inline-flex; align-items: center; min-height: 30px; padding-right: 2px; color: var(--ink); }
.brand-disc { height: 34px; flex: none; display: flex; align-items: center; justify-content: center; padding: 0 4px; }
.brand-disc img { height: 28px; width: auto; }
.nav { display: flex; align-items: center; gap: 2px; }
.nav a {
  display: inline-flex;
  align-items: center;
  min-height: 34px;
  padding: 0 12px;
  border-radius: 999px;
  font-size: var(--text-label);
  font-weight: 600;
  letter-spacing: 0.04em;
  text-transform: uppercase;
  transition: color .2s ease, background .2s ease;
}
.nav a:hover { color: var(--mirow-blue); }
.nav a[aria-current="page"] { background: var(--mirow-grey); }
.nav .button {
  margin-left: 6px;
  padding: 0 16px;
  gap: 8px;
  border: 1.5px solid var(--ink);
  background: var(--ink);
  color: var(--bg);
  font-weight: 700;
  letter-spacing: var(--track-label);
}
.nav .button:hover { background: var(--mirow-lemon); color: var(--ink); }

/* index */
.hero { padding: clamp(96px, 12vw, 132px) 0 clamp(36px, 5vw, 56px); }
.hero .wrap { display: flex; flex-direction: column; align-items: center; text-align: center; }
h1, h2, h3 { margin: 0; font-weight: 700; letter-spacing: var(--track-headline); line-height: 1.02; text-wrap: pretty; }
h1 { font-size: var(--text-hero); max-width: 20ch; margin-top: 18px; }
h2 { font-size: var(--text-statement); }
h3 { font-size: var(--text-title); letter-spacing: var(--track-title); line-height: 1.1; }
.lede { max-width: 58ch; margin-top: 22px; color: var(--ink); font-size: var(--text-body-lg); font-weight: 700; line-height: 1.45; }
.blog-grid { display: grid; gap: 14px; padding-bottom: clamp(72px, 9vw, 120px); }
.post-card {
  display: grid;
  grid-template-columns: minmax(0, 1fr) auto;
  gap: 24px;
  align-items: start;
  padding: clamp(20px, 2.6vw, 28px);
  background: var(--bg);
  border: var(--stroke);
  border-radius: var(--radius);
  transition: background .25s ease;
}
.post-card:hover { background: var(--mirow-grey); }
.post-card h2 { font-size: var(--text-title); letter-spacing: var(--track-title); line-height: 1.1; margin: 10px 0 12px; }
.post-card p { max-width: 62ch; color: var(--ink); font-size: var(--text-body-sm); }

/* article */
.article { width: min(760px, 100% - var(--pad) * 2); margin: 0 auto; padding: clamp(96px, 12vw, 132px) 0 clamp(72px, 9vw, 120px); }
.article .eyebrow { margin-top: 26px; }
.article h1 { font-size: var(--text-hero); max-width: 18ch; }
.article .meta { margin-top: 16px; }
.article .lede { margin-top: 26px; }
.article h2 { font-size: var(--text-panel); margin: 56px 0 14px; }
.article h3 { margin: 36px 0 12px; }
.article p, .article li { font-size: var(--text-body-lg); line-height: 1.5; }
.article p + p, .article ol + p, .article ul + p { margin-top: 16px; }
.article ol, .article ul { margin: 16px 0 0; padding-left: 1.3em; }
.article li + li { margin-top: 8px; }
.article blockquote {
  margin: 36px 0;
  padding: 22px 26px;
  border: var(--stroke);
  border-radius: var(--radius);
  font-size: var(--text-title);
  font-weight: 700;
  letter-spacing: var(--track-title);
  line-height: 1.2;
}
.article .takeaway {
  margin: 40px 0;
  padding: clamp(22px, 3vw, 28px);
  background: var(--ink);
  color: var(--bg);
  border-radius: var(--radius);
  font-size: var(--text-body-sm);
}
.article .takeaway strong { display: block; margin-bottom: 8px; font-size: var(--text-label); font-weight: 700; letter-spacing: var(--track-label); text-transform: uppercase; color: rgba(255, 255, 255, .7); }
.article .takeaway br { display: none; }
.breadcrumbs a:hover { color: var(--mirow-blue); }
.author { display: flex; gap: 18px; margin-top: 56px; padding: clamp(20px, 2.6vw, 28px); border: var(--stroke); border-radius: var(--radius); }
.author strong { display: block; margin-bottom: 4px; font-size: var(--text-body-sm); }
.author span { color: var(--mirow-muted); font-size: var(--text-caption); }

/* footer (ink) */
.site-foot { background: var(--ink); color: var(--bg); padding: 40px 0; }
.site-foot .wrap { display: flex; justify-content: space-between; gap: 24px; flex-wrap: wrap; align-items: center; font-size: var(--text-caption-sm); font-weight: 700; color: rgba(255, 255, 255, .8); }
.site-foot a { color: var(--bg); }
.site-foot a:hover { text-decoration: underline; text-underline-offset: 3px; }

/* article components: body links, data tables, contents box, closing CTA (first used by the break-even ROAS guide) */
.article p:not(.meta) a, .article li a, .article .toc a { color: var(--mirow-blue); text-decoration: underline; text-underline-offset: 3px; text-decoration-thickness: 1px; }
.article p:not(.meta) a:hover, .article li a:hover, .article .toc a:hover { text-decoration-thickness: 2px; }
.article blockquote p { font-size: var(--text-title); line-height: 1.2; }
.article blockquote p + p { margin-top: 10px; }
.article blockquote + p, .article .takeaway + p, .article .table-wrap + p { margin-top: 16px; }
.article .table-hint { display: none; }
.article .table-wrap { max-width: 100%; margin: 24px 0; overflow-x: auto; overscroll-behavior-x: contain; -webkit-overflow-scrolling: touch; border: var(--stroke); border-radius: var(--radius); }
.article .table-wrap:focus-visible { outline: 2px solid var(--ink); outline-offset: 4px; }
.article table { width: 100%; min-width: 560px; border-collapse: collapse; font-size: var(--text-caption); line-height: 1.45; }
.article caption { padding: 14px 16px 10px; color: var(--mirow-label); font-size: var(--text-label); font-weight: 700; letter-spacing: var(--track-label); text-transform: uppercase; text-align: left; caption-side: top; }
.article th, .article td { padding: 12px 16px; border-top: 1px solid var(--line); text-align: left; vertical-align: top; }
.article th + th, .article td + td { border-left: 1px solid var(--line); }
.article th { background: var(--mirow-grey); color: var(--mirow-label); font-size: var(--text-label); font-weight: 700; letter-spacing: var(--track-label); text-transform: uppercase; }
.article .numeric, .article [data-type="number"] { text-align: right; font-variant-numeric: tabular-nums; }
.article tfoot td, .article tr.total td { background: var(--mirow-grey); }
.article .toc { margin: 32px 0 40px; padding: 22px 26px; border: var(--stroke); border-radius: var(--radius); }
.article .toc h2, .article .toc h3 { margin: 0 0 12px; font-size: var(--text-title); letter-spacing: var(--track-title); line-height: 1.1; }
.article .toc ul, .article .toc ol { margin: 0; }
.article .toc li, .article .toc a { font-size: var(--text-body-sm); }
.article .source-note { color: var(--mirow-muted); font-size: var(--text-caption-sm); line-height: 1.5; }
.article .article-cta { display: flex; flex-wrap: wrap; align-items: center; justify-content: space-between; gap: 16px 24px; margin-top: 48px; padding: clamp(22px, 3vw, 28px); background: var(--ink); color: var(--bg); border-radius: var(--radius); }
.article .article-cta p { max-width: 24ch; font-size: var(--text-title); font-weight: 700; letter-spacing: var(--track-title); line-height: 1.15; }
.article .article-cta .button { display: inline-flex; align-items: center; gap: 8px; min-height: 44px; padding: 0 18px; border: 1.5px solid var(--bg); border-radius: 999px; background: var(--bg); color: var(--ink); font-size: var(--text-label); font-weight: 700; letter-spacing: var(--track-label); text-transform: uppercase; white-space: nowrap; transition: background .25s ease, border-color .25s ease; }
.article .article-cta .button:hover { background: var(--mirow-lemon); border-color: var(--mirow-lemon); }
.article .article-cta a:focus-visible { outline-color: var(--bg); }

@media (max-width: 760px) {
  :root { --pad: 24px; }
  .nav a:not(.button) { display: none; }
  .site-head .wrap { gap: 2px; padding: 4px 5px; }
  .post-card { grid-template-columns: 1fr; }
  .article p, .article li { font-size: var(--text-body); }
  .author { flex-direction: column; }
  .article .table-hint { display: block; margin: 24px 0 -14px; color: var(--mirow-label); font-size: var(--text-caption-sm); }
  .article .article-cta { padding: 22px; }
  .article .article-cta p { max-width: none; }
}
@media (prefers-reduced-motion: reduce) {
  html { scroll-behavior: auto; }
  .arrow { transition: none; }
}