Generated Monday, April 20, 2026 • Sources: Northbeam (Clicks Only) · Omni · GA4 · Meta Ads · Supermetrics
What Changed This Week
Auto-generated summary — section by section, biggest moves first
Context:No Shane-provided context this week. Spring Equinox LTO wound down mid-week and the Tin-to-Bag refill segment fired Apr 15 — both visible in email. Subscription net change went negative on 6 of 7 days while CX ticket volume climbed for the third straight week, with "Subscription Cancel" now the #1 tag at 25.4%. CAC degraded mid-week (Apr 16–17) before weekend pacing recovered.
A soft week: CAC ran $102.54 (20% over target) and NCs landed 24% under plan — driven by mid-week Meta inefficiency and a sub-2.10% site CVR, not a demand problem. Brand sessions held the 5-week band, so the leak is paid execution and post-click conversion, compounded by the third straight week of rising cancel tickets.
Scorecard
Blended CAC $102.54 (20% over $85 target) on 455 NCs/day (vs 600 target) and 2.89x MER — Apr 16–17 spiked to $113/$116 before weekends recovered to $94/$96, so the damage is mid-week, not a full-week collapse.
Funnel
Traffic held, conversion cracked: impressions flat and sessions only -5%, but ATC/checkout/purchases each dropped ~20% WoW as CVR slid 2.58% → 2.10% — the leak is post-click, not pre-click.
Channels
Google is carrying the week at $42 CAC; Facebook degraded to $176 (from $158), YouTube $248 and Axon/AppLovin $280 — cut YouTube and Axon spend in half and shift into Google non-brand + shopping.
Meta
Scale FOUNDER vs Mushroom Coffee ($86K at $148 CAC, 30% thumb-stop) and kill the Marpipe catalog ads ($433–$551 CAC) today — they're a tax on the account and the main drag on blended efficiency.
Google
Brand search is the cheapest NC on the account at $15 CAC (316 NCs on $4.7K) — max the budget here and on Google Shopping CA ($57); cap non-brand mushroom coffee ($130) and pull YouTube from $16K to $8K until CAC is under $150.
Site
Kill paid traffic to /compare-listicle-og (1.03%) and /rise-2 (1.31%) — 86K combined sessions into sub-2% LPs is where the CVR collapse came from; re-route spend to /30-servings-tin (3.46%) and the Vanilla-Chai-Mocha bundle PDP (5.24%).
Subscriptions
Active subs fell 1,772 to 120,485 — net negative every day except Apr 19 (+33), Apr 16 the worst at -585. Add-rate is healthy (89% opt-in); this is a churn problem mirroring the CX cancel surge, not an acquisition one.
Email
Tin-to-Bag refill (Apr 15) was the week's winner — 68.3% open, 2.83% CTR, $0.84/recipient — and Spring Equinox "last chance" pulled $60.5K on Apr 16; lean into segmented lifecycle sends over broad blasts.
Instagram
+1,469 followers (~210/day), flat vs 1,485 prior — Apr 15 spike (+289) aligns with the Spring Equinox email blast (cross-channel lift, not organic momentum); fix the Supermetrics post-level pull before next Monday.
Watch this week
CX tickets climbed for the third straight week to 4,167, with Subscription Cancel now 25.4% of volume and CSAT softening (4.89 → 4.79) — audit the self-serve cancel flow and the sub-2% LP mix (/compare-listicle-og, /rise-2) this week; those are the two levers that will move CAC and net-sub change in Apr 20–26.
Scorecard
13-week trends — solid line is 2026, dashed is 2025 YoY
Volume & Efficiency — Last 12 Weeks
NCs/Day Blended CAC Target
$944K
Revenue
↓ 5.5% WoW
Last week: $999K
$326K
Ad Spend
↓ 7.9% WoW
Last week: $354K
2.89x
MER
↑ 2.5% WoW
Last week: 2.82x
$102.54
Blended CAC
↑ 5.7% WoW
Last week: $97.01 • Target: <$85
455/day
New Customers
↓ 13% WoW
Last week: 522/day • Target: 600
$45.75
iAOV
↓ 1.2% WoW
13-week avg: $48.90
2.10%
Site CVR (GA4)
↓ 0.5pt WoW
Target: >2.0%
$34.17
Meta CPM
↑ 9% YoY
2025 same week: $31.30
1.02%
Meta CTR
↑ 162% YoY
2025 same week: 0.39%
Blended CAC landed $102.54 — 20% over the $85 target — and NCs came in at 455/day vs. 600/day target (24% short). The Apr 16–17 spike to $113/$116 CAC was the week's damage; weekend recovery to $94/$96 proves efficiency is there when spend is right. Pull back mid-week Meta spend until CTR climbs above 1.1%, and hold weekend pacing.
D2C Funnel
Full-funnel view — Northbeam + GA4
9.2MImpressions↓ 4% WoW
→
1.24%CTR↑ 3% WoW
→
240KSessions↓ 5% WoW
→
14.2KAdd to Cart↓ 18.7% WoW
→
9.1KCheckout↓ 22% WoW
→
4,203Purchases↓ 22% WoW
→
2.10%CVR↓ 0.5pt WoW
Top of funnel held — impressions flat, sessions only -5% — but ATC, checkout, and purchases each dropped ~20% WoW. This is a conversion problem, not a traffic problem: CVR slid from 2.58% to 2.10%, barely above the 2% floor. Audit the LP/PDP path and cart flow this week; the leak is post-click, not pre-click.
Channel Mix
Spend from platform data • CAC from Northbeam (Clicks Only)
Channel Spend Mix — Last 6 Weeks
Channel
Spend
% Mix
NCs
CAC
ROAS
Facebook Ads
$226,533
78%
1,286
$176
0.55x
Google Ads
$17,983
6%
424
$42
5.08x
YouTube Ads
$16,148
6%
65
$248
0.36x
Axon (AppLovin)
$14,059
5%
50
$280
0.41x
Amazon — Ads & Organic
$9,798
3%
—
—
11.25x
FB Canada
$2,690
1%
9
$313
2.93x
Microsoft Ads
$1,355
<1%
33
$41
6.93x
Google Canada
$858
<1%
15
$57
6.33x
Snapchat
$219
<1%
4
$59
1.61x
Total (NB)
$289,643
100%
1,886
$154
1.26x
Daily Stand totals (includes podcast, affiliate, partnership budgets not in Northbeam ad channels): Spend $326,405 • DTC NCs 3,183 • Blended CAC $102.54
Google is carrying the week at $42 CAC; Facebook degraded to $176 (from $158) and is dragging blended. Cut YouTube ($16K at $248 CAC) and Axon/AppLovin ($280 CAC) spend in half immediately — both are well outside the $85 target and aren't earning their slot. Shift the savings into Google non-brand and shopping where efficiency is proven.
FOUNDER vs Mushroom Coffee (July 4) is the workhorse — $86K spend at $148 CAC with 30% thumb-stop — keep it scaled. Kill the Marpipe catalog ads ($433–$551 CAC) today, they're a tax on the account. Calm-Seeker "Caffeine-Overdose" has a 36% thumb-stop but $323 CAC: swap the LP to the 30-servings-tin PDP (3.46% CVR) before pulling it.
Google Ads Deep Dive
13-week trends — Google Ads + Google Canada + YouTube Ads
CPM
$21.26 this week
CTR
0.77% this week
CAC (Northbeam)
$69 this week (blended Google+YT+CA)
New Customers
504 this week
Campaign
Spend
Impressions
Clicks
CTR
NCs
CAC
Brand Search
$4,745
31,181
10,110
32.4%
316
$15
Search Conquesting
$4,714
52,997
1,068
2.02%
51
$90
NB Mushroom Coffee
$3,998
24,199
978
4.04%
29
$130
NB Coffee Alternative
$2,137
15,801
701
4.44%
19
$113
NB Beta
$2,062
11,978
493
4.12%
7
$304
NB Mushroom Coffee LP Test
$327
2,821
116
4.11%
2
$149
YouTube Relaunch #2
$16,148
1,484,626
6,929
0.47%
65
$245
Google Canada (PMax + Brand + Non-brand)
$858
22,014
1,611
7.32%
15
$57
Total
$34,989
1,645,617
22,006
—
504
$69
Brand search is the cheapest NC on the account at $15 CAC (316 NCs on $4.7K) — max the budget, we're leaving volume on the table. Google Shopping CA at $57 also earns more budget. Cap non-brand mushroom coffee at current spend ($130 CAC is above target) and cut YouTube from $16K to $8K until we see CAC under $150.
GA4 / Site Performance
mudwtr.com — GA4 property 310751693
Sessions & CVR — Last 13 Weeks
Sessions CVR 2% Floor
Brand Demand — Last 13 Weeks (Direct + Organic Search)
Weekly sessions 13-week avg
Brand demand (Direct + Organic Search) landed at 71,424 sessions, in line with the 13-week average (~73K) and the 65–72K band we've held for five weeks. Baseline brand interest is stable — the CAC/CVR issues this week are paid-execution and site-conversion problems, not a demand softening.
Kill paid traffic to /compare-listicle-og (1.03%) and /rise-2 (1.31%) — 86K combined sessions pouring into sub-2% LPs is where this week's CVR collapse came from. Route that spend to /30-servings-tin (3.46%) and the Vanilla-Chai-Mocha bundle PDP (5.24%). Pull /pages/fix from any active ad at 0.32% CVR — it's a straight leak.
Subscription Health
Source: Omni Analytics • ReCharge
Active Subscribers
120,485
↓ 1,772 net this week
New Subs (this week)
2,760
~394/day avg
Sub % of New Customers
89%
2,760 of 3,087 NCs
Net Change Trend
−1,772
6 of 7 days negative
Active Subscribers — Last 13 Weeks
Total Active Net Change / Week
Subscriber Retention by Cohort
Cohort
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Target: 61%
Target: 45%
Target: 36%
Target: 30%
Target: 25%
Target: 21%
Apr 2025
58.2%
42.1%
33.5%
28.4%
24.1%
20.8%
May 2025
59.4%
43.0%
34.2%
29.0%
24.7%
21.3%
Jun 2025
57.8%
41.5%
33.1%
28.0%
23.8%
20.5%
Jul 2025
60.5%
44.8%
35.2%
29.6%
25.0%
21.7%
Aug 2025
59.8%
43.5%
34.9%
29.3%
24.9%
21.4%
Sep 2025
60.1%
44.2%
35.8%
30.1%
25.4%
22.1%
Oct 2025
62.3%
46.6%
36.7%
31.3%
26.8%
—
Nov 2025
62.8%
46.3%
38.0%
31.8%
26.2%
—
Dec 2025
61.4%
47.9%
38.8%
31.5%
—
—
Jan 2026
67.1%
51.5%
39.4%
—
—
—
Feb 2026
63.7%
48.2%
—
—
—
—
Mar 2026
61.2%
—
—
—
—
—
Active subs fell 1,772 to 120,485 — net negative every day except Apr 19 (+33), with Apr 16 the worst at -585. Add-rate is healthy (2,760 new subs, 89% opt-in), so the problem is churn, not acquisition — consistent with CX's elevated cancel tickets. Jan 2026 M1 retention at 67.1% is still best-in-class; worth investigating whether the churn spike is concentrated in older cohorts or triggered by a specific flow change.
Email & SMS
Source: Klaviyo via Supermetrics
Email List Growth — Last 12 Weeks
Total Subscribers Net New / Week
Campaigns Sent
5
This week
Total Recipients
995,861
Across 5 sends
Avg Open Rate
56.2%
Strong engagement
Total Email Revenue
$186.7K
~20% of total revenue
Send Date
Campaign
Recipients
Open Rate
Click Rate
Revenue
Rev/Recip
Apr 13
DUH Spring Equinox LTO — Reviews Push
308,077
53.1%
0.60%
$42,134
$0.14
Apr 14
DUH TWB Newsletter
307,833
55.8%
0.52%
$47,481
$0.15
Apr 15
DUH Tin → Bag Refill Notification (Coffee & Matcha)
43,014
68.3%
2.83%
$36,069
$0.84
Apr 16
DUH Spring Equinox LTO — Last Chance
307,166
52.1%
0.72%
$60,533
$0.20
Apr 19
Sprouts Promo Email (April)
29,771
51.8%
0.35%
$472
$0.02
Tin-to-Bag refill on Apr 15 was the clear winner — 68.3% open, 2.83% CTR, $0.84/recipient — segmented transactional triggers are earning 10x+ the revenue per send of broad blasts. Spring Equinox "last chance" pulled $60.5K on Apr 16, validating urgency hooks on LTOs. Push more segmented lifecycle emails and fewer broad list sends; Sprouts promo at $0.02/recipient is expected for a retail-driver send.
Instagram Organic
@mudwtr • Source: Instagram Insights via Supermetrics
Follower Growth — Last 12 Weeks
Total Followers Net New / Week
Followers
378,856
+1,469 this week (~210/day)
Prior Week New
+1,485
~flat WoW
Total Posts (account)
1,769
All-time
Post-level metrics
N/A this week
Supermetrics IGI fields rejected
Daily Follower Growth (Apr 13–19)
Date
New Followers
Mon Apr 13
243
Tue Apr 14
237
Wed Apr 15
289
Thu Apr 16
260
Fri Apr 17
223
Sat Apr 18
217
Sun Apr 19
0*
Week Total
1,469
*Apr 19 value of 0 reflects incomplete Supermetrics data at time of pull. Post-level data (reach, likes, comments, shares) not available this week — Supermetrics Instagram Insights rejected permalink/caption fields.
+1,469 net follower adds (~210/day), essentially matching the prior week's 1,485 — steady, no inflection. Apr 15's +289 spike lines up with the Spring Equinox email blast, suggesting cross-channel lift rather than organic momentum. Post-level engagement data wasn't pullable this week (Supermetrics rejected permalink/caption fields) — fix the pull before next Monday so we can judge content, not just follower count.
Industry News
Google News RSS + Reddit · MUD\WTR + Ryze + Everyday Dose + Four Sigmatic + Space Goods
MUD\WTR Brand Interest — Last 13 Weeks (Google Trends)
Combined search interest
Competitive Search Interest — Last 13 Weeks (Google Trends, US)
MUD\WTR Ryze Everyday Dose Four Sigmatic
Google Trends data unavailable this week — Supermetrics license 1704818 excludes Google Trends, so the chart above reflects last week's snapshot. Directionally (prior week): Ryze cooled from its Feb Target-launch peak of 80 back to ~39, while MUD\WTR and Everyday Dose are tracking mid-teens and Four Sigmatic is flat at 5. Worth wiring an alternate source (Glimpse or direct GT export) before next week — the Ryze Target launch remains the biggest competitive signal to monitor.
WIRED · Category (MUD\WTR, Ryze, Everyday Dose, Four Sigmatic)
'I Laughed, I Cried, I Got the Runs': The Best Mushroom Coffees for an Alternative Buzz
WIRED comparative review. Covers MUD\WTR alongside Ryze, Everyday Dose, and Four Sigmatic — signals continued mainstream press coverage of the category. Posted Apr 1, 2026.
EatingWell · Ryze, Everyday Dose
Does Mushroom Coffee Actually Help with Bloating? Here's What Health Experts Have to Say
Health-angle feature on mushroom coffee. Ryze and Everyday Dose named; MUD\WTR not mentioned in this article. Posted Apr 15, 2026.
Good Housekeeping · Ryze
I Drank Mushroom Coffee for Days—Here's What I Noticed
First-person review focused on Ryze. Posted Apr 10, 2026.
Nosh.com · Four Sigmatic
Four Sigmatic Debuts "The Boys" Creatine Coffee
New product launch: creatine coffee engineered for energy, focus, and endurance. Four Sigmatic expanding functional coffee line beyond focus blends. Posted Apr 11, 2026.
Popdust · Everyday Dose
10 Things I Wish I Knew Before Switching to Everyday Dose
Everyday Dose review/ranking content. Continued organic press volume for the competitor. Posted Apr 7, 2026.
조선일보 (Chosun) · Everyday Dose
Z Generation Shuns Caffeine, Embraces 'No Jitter' Mushroom Coffee Trend
Korean media coverage of the Gen Z — mushroom coffee trend. International awareness building for the category. Posted Apr 9, 2026.
Reddit r/mudwtr · MUD\WTR
"30 day client" — positive conversion story
New customer posted about her and her boyfriend going through his supply fast, and her deciding to subscribe. Organic word-of-mouth in the brand subreddit.
Customer complains of being re-charged twice after attempting to cancel, and not receiving product last month. Escalation pattern also showing in Gorgias CX. Tie to subscription cancel flow review.
Google News: MUD\WTR 1 article · Ryze 4 · Everyday Dose 4 · Four Sigmatic 3 · Space Goods 0. Reddit: MUD\WTR 4 threads · Ryze 5 · Everyday Dose 5 · Four Sigmatic 1. Ryze & Everyday Dose continue to outpace MUD\WTR in press share.
CX / Support
Source: Gorgias • Apr 13 – 19
Tickets This Week
4,167
↑ +4.8% vs Apr 6 week (3,976)
CSAT (avg)
4.79 / 5
78 responses • down from 4.84 prior
Closed / Open
2,754 / 1,413
66% close rate
Channel Mix
Email 68% · Form 20%
Aircall 5% · SMS 7%
Top Tags
Count
% of tickets
Handled by Siena
1,396
33.5%
Siena follow needed
1,379
33.1%
Siena Subscription Management
1,346
32.3%
Siena Subscription Cancel request
1,099
26.4%
Subscription Cancel
1,060
25.4%
Siena Refund Request
305
7.3%
Ticket volume climbed for the third straight week (3,627 → 3,976 → 4,167) and Subscription Cancel is the #1 tag at 1,060 tickets (25.4%) — this ties directly to the net-negative sub trend. CSAT is softening (4.89 → 4.84 → 4.79) and the Reddit "Can't cancel membership" thread mirrors the ticket surface. Worth auditing the self-serve cancel flow this week — customers asking to cancel via ticket is a friction signal, not a retention win.
Diagnosis
Week-over-week shifts that moved the week
The week's shape is a post-click conversion collapse disguised as a soft week. Top-line revenue fell 5.5% to $944K and spend pulled back 7.9% to $326K (Daily Stand), but the real story is underneath: site CVR dropped 2.58% → 2.10% (−18.6%, GA4) while ATC, checkout, and purchases each fell ~20% WoW (GA4) on only −5% sessions. Impressions and CTR held, so traffic volume wasn't the problem — the traffic mix was.
Meta is the primary leak. Meta CAC moved $158 → $176 (+11%, Northbeam) and Meta NCs fell 1,493 → 1,286 (−14%, Northbeam) on nearly-flat spend, with Meta CPM climbing to $34.06 (+10% YoY, Meta API). The causal chain: Meta sent directionally similar click volume at a worse price, but those clicks converted at a materially lower rate downstream — the signature of lower-intent audiences. The daily CAC pattern confirms it: Apr 16–17 spiked to $113 / $116 before weekend pacing recovered to $94 / $96 (Daily Stand), a mid-week quality problem, not a full-week demand problem.
The landing-page mix compounded the Meta leak. /compare-listicle-og (43.7K sessions, 1.03% CVR) and /rise-2 (42.2K sessions, 1.31% CVR) absorbed ~86K sessions combined at sub-2% CVR (GA4), while /30-servings-tin converted at 3.46% and the Vanilla-Chai-Mocha PDP at 5.24%. Meta's lower-intent traffic was routed into the lowest-converting LPs — the worst possible pairing, and the mechanical reason the funnel CVR cracked without sessions doing the same.
Google moved in the opposite direction but shrank. Google CAC improved $84 → $69 (−18%, trailing data) yet Google NCs still dropped 651 → 504 (−23%, Northbeam) — meaning Google got more efficient per NC but was throttled on volume. Brand search at $15 CAC (316 NCs on $4.7K, Northbeam) is the cheapest NC on the account and is underfunded relative to how much it's delivering; non-brand/YouTube/Axon ($248–$280 CAC, Northbeam) are taking budget that brand/shopping could absorb at 4−6x the efficiency.
Retention softened in parallel, visible in three places. Active subscribers fell 1,772 to 120,485 (Omni), net-negative on 6 of 7 days with Apr 16 the worst at −585 (Omni). CX tickets climbed for the third straight week to 4,167 (Gorgias), with "Subscription Cancel" now the #1 tag at 25.4% (1,060 tickets, Gorgias). CSAT drifted 4.89 → 4.84 → 4.79 (Gorgias). These are the same customers — the cancel-ticket surge and the net-sub decline are one event, not two, and the self-serve cancel flow is the likely friction point.
One bright spot in email worth doubling down on. The Tin-to-Bag refill notification on Apr 15 pulled 68.3% opens and 2.83% CTR at $0.84/recipient (Klaviyo) — roughly 4−6x the revenue-per-recipient of the broad Spring Equinox blasts. Transactional / lifecycle triggers are meaningfully outperforming broad list sends and should be prioritized for net-sub defense.
Immediate next step (this week): cut paid traffic into /compare-listicle-og and /rise-2, re-route that spend into /30-servings-tin and the Vanilla-Chai-Mocha PDP, and pull back mid-week Meta spend Apr 22–23 until CTR recovers above 1.1%. That's the fastest way to rebuild blended CVR toward 2.5%+ without waiting for Meta's audience quality to self-correct.
Longterm strategy — if these shifts reflect structural issues (and the subscription/cancel cluster suggests they do):
Fix Meta audience quality: move ASCs off 1d-click attribution, kill Marpipe catalog campaigns, and scale FOUNDER vs Mushroom Coffee as the efficient workhorse.
Reallocate Google: max brand search and Shopping CA, cap YouTube at $8K and Axon at $7K until either drops below $150 CAC.
Audit the self-serve subscription cancel flow end-to-end — cancel-tickets as the #1 CX tag for 3 weeks running is a product problem, not a CX staffing problem.
Lean into segmented lifecycle email (refill notifications, win-back, replenishment) over broad blasts — Apr 15 proved the revenue-per-send delta is 4−6x.
Generated by Claude — cross-check shifts with the dashboard above before acting.