Agency Audit — Data through March 30, 2026
Source: Northbeam (Clicks Only, 1-Day Click, Accrual)
26-week view — Impressions, visits, CTR, visit-to-NC conversion rate
The traffic story is chaotic. GeistM is driving 8K-44K visits/week with massive swings. The Oct 28 peak (44,270 visits) was 5x the Dec 23 trough (8,404). This volatility suggests they're constantly shifting between platforms and campaign types without consistent delivery.
CTR collapsed as they scaled impressions. In October, GeistM had 5-10% CTR on ~500K impressions/week. By Feb-March, they're running 2-4M impressions/week but CTR dropped to 0.5-1.0%. They shifted from high-intent placements (likely Meta feed) to low-cost, low-engagement inventory (Taboola, display). More eyeballs, fewer clicks.
Visit-to-NC conversion is abysmal. Only 0.13-0.63% of GeistM visits convert to new customers. The best week (Feb 17, 0.63%) coincided with their highest NC week. The worst (Oct 28, 0.13%) was when they drove 44K visits of garbage traffic. For comparison, your in-house Meta typically converts site visits at 2-3%.
eCPC is cheap ($0.71-$1.73) but misleading. GeistM gets very cheap clicks — about 75% cheaper than in-house Meta ($4-5 eCPC). But cheap clicks that don't convert are worse than expensive clicks that do. At 0.31% visit-to-NC rate, each GeistM new customer requires ~320 visits. At $1.42/visit, that's $455/NC — which tracks with their CAC.
| Phase | Dates | Avg Spend/wk | Avg NC/wk | Avg CAC | ROAS | Pattern |
|---|---|---|---|---|---|---|
| Launch / Steady | Sep 30 – Nov 4 | $25K | 54 | $454 | 0.33x | Consistent $20-30K, low efficiency |
| BFCM Push | Nov 11 – Dec 2 | $25K | 66 | $366 | 0.44x | Slight improvement into holiday |
| Holiday Pullback | Dec 9 – Jan 6 | $15K | 46 | $328 | 0.76x | Lower spend, better ROAS |
| Q1 Ramp | Jan 13 – Feb 10 | $22K | 68 | $330 | 0.55x | Ramping back up |
| Peak Spend | Feb 17 – Mar 3 | $41K | 127 | $323 | 0.40x | Doubled spend, NC followed |
| Pullback | Mar 10 – Mar 30 | $24K | 63 | $397 | 0.67x | Spend cut, efficiency didn't improve |
| Campaign | Platform | Spend | NC | CAC | ROAS |
|---|---|---|---|---|---|
| VsRyze | $203,046 | 851 | $239 | 0.51x | |
| 5Reasons (multiple) | $52,465 | 0 | N/A | 0.00x | |
| DTSLogo | $17,252 | 0 | N/A | 0.00x | |
| DTSCollage | $10,220 | 10 | $1,076 | 0.10x | |
| BestFor | $8,818 | 14 | $651 | 0.12x | |
| DTSVideos | X / Twitter | $7,524 | 0 | N/A | 0.02x |
| VsEverydayDose | $5,829 | 13 | $461 | 0.37x | |
| DTSRecipeVideos | X / Twitter | $5,735 | 1 | $5,735 | 0.02x |
| MultiContent RT | $3,819 | 13 | $294 | 0.23x |