All Reports

Week of August 10 – August 16, 2026

Generated Monday, August 17, 2026 at 9:29am PT · Data pulled Monday, August 17, 2026 at 9:29am PT

Northbeam Omni GA4 Meta Klaviyo Daily Stand Gorgias Instagram Google Trends News Apify

⚠ Called to your attention — auto-review

🔴 Kill the two zero-NC / catastrophic-CAC Meta ads immediately — $9.8K wasted at $24,537 and $586 CAC. tof_ogmudwtr_reach_SHA_MushroomCoffeeComparison_TT_version spent $4,907 in 28d for 0 NCs; the juleshorn "You Burn Out" UGC spent $4,940 for 8 NCs at $586 CAC. Cut both today; roll the ~$350/day into the conv_og_sales_ABO listicle winner (28d CAC $173, 4-wk trend -9%).
🔴 Kill the leftover PSL / promo-tagged Meta spend — the promo is unwound and it's still burning. mud_wk-30 static promo ($9,597 / $300 CAC) and the wk-32 rise-2 promo video ($4,940 / $586) are both post-promo; site data confirms psl-bundle orders -91.5% and psl-starter-kits CVR -42.6% WoW. Kill promo-tagged ads, move budget to the founder listicle concept.
🔴 Pause PMax Prospecting Non-Brand — $8,853 at $237 click CAC and the concept's 4-wk CAC is up 86%. This is the fastest-deteriorating unit in the account and it's non-brand Google, exactly the spend that flatters least under survey reconciliation (Search click CAC $80 vs survey $227). Pause and hold the $1.3K/day; branded search ($38 CAC, 285 NCs) is the only Google line that should keep pacing.
🟡 YouTube is a hold, not a kill, and it needs a holdout to settle — the two lenses disagree 3×. Click CAC $303 on 71 NCs vs survey-implied $102 at 11.5% share (+1.1pt WoW, highest in 13 weeks); the 12-mo prior says clicks see less than half of YouTube's role. Do not cut on click CAC alone — the decision worth Shane's time is whether to run a $10K/wk geo holdout to settle it before the Q4 survey-share doubling window.
🟡 Concept concentration risk on Meta: one concept is 40.3% of spend and there is no #2 working. conv_og_sales_ABO is $73.6K/40.3% at $171 CAC (healthy, trend -9%), but the next four concepts by spend are all trending the wrong way: costperresult ASC +26%, "what's the difference" +16%, PMax +86%, wk-30 static +16%. If the listicle fatigues there is no bench — brief a second founder-comparison concept this week.
⚪ Tracker CAC lenses for the exec read: D2C $124 vs <$90, blended incl. Amazon $82 vs <$75, scorecard $124.58 vs <$85. All three above target and roughly flat WoW. Treat the $82 Amazon-inclusive figure as understated, not as a near-miss on target: Northbeam has reported $0 Amazon ad spend every day since Jul 22 — 26 days — while still crediting ~937 estimated Amazon new customers for the week, so the numerator is missing spend the denominator is being paid for. At the Jun–Jul run rate of ~$8,600/wk the honest figure is ≈$85.38. This is the one lens with an Amazon-inclusive target, so the break flatters exactly the number it shouldn't; it needs fixing inside Northbeam, not recomputing here. On the daily strip, the week started hot and improved: Mon $145.31 and Wed $147.20 were the two worst days, Fri Aug 14 was the best at $103.83, then Sun rebounded to $126.36. Watch condition: if Mon/Tue next week prints above $140 D2C with no promo to blame, that's the new baseline and Meta scale is the culprit.

✅ Going well

Branded search is doing its job cleanly — $10,786 spend, 285 NCs, $38 click CAC, 36.3% CTR. Hygiene channel behaving like a hygiene channel.
The dominant Meta concept is not fatiguing yet: conv_og_sales_ABO at $73.6K spend, $171 CAC, and 4-wk CAC trend -9%. The 28-day view says WAIT on the flagship ad (46% P(beat target)) — not broken, not scale-ready.
Cold paid LPs improved on the Shopify-side sensor for the first time in three weeks: rise-2 CVR +9.6% to 1.49%, compare-listicle-og +6.7% to 1.69%. The sitewide CVR drop is a mix artifact from the PSL unwind, not a page-quality issue.
New subscription starts held up: 1,740 for the week vs 1,690 prior, so the top of the subscription funnel is not the thing breaking. (An earlier draft of this item claimed 2026 cohort retention was above target — that was read off a hardcoded table with no data source, which has since been removed from this report. Where the churn actually sits by cohort is unknown until we pull Recharge cohort data.)

❌ Going poorly

Revenue -6.5% to $724K on flat spend, MER 3.16x from 3.34x, NCs/day 263 vs 600 target. All three tracker CAC lenses are above target and the daily D2C series was volatile rather than settling: it opened at its two worst days (Mon $145.31, Wed $147.20), improved to $103.83 on Fri, then rebounded to $126.36 on Sun.
Meta click CAC $232 on 69.8% of paid spend — the volume engine is expensive. 55 ads flagged KILL on the 28-day scorecard, 0 SCALE.
Net subscribers -1,997, the worst print in the trailing 13 weeks; base down to 103,994, cumulative -16,273 (-13.5%) since the May 18 peak. New subs actually rose slightly (1,740 vs 1,690), so this is squarely a cancellation/churn problem, not an acquisition one.
PSL wind-down dragged the funnel visibly: psl-bundle orders -91.5%, starter-kits CVR -42.6%, PSL non-sub re-send drove only $4,443 on 292K recipients (0.34% CTR).

💬 Worth discussing

YouTube's two lenses disagree 3× ($303 click vs $102 survey-implied, 11.5% survey share and rising into Q4). A $10K/wk geo-holdout would settle whether the $21.4K/wk belongs in the plan — worth the spend, or is Meta's fatigue the bigger fire to buy the test with?
Non-brand Google (PMax Prospecting $237, Conquesting $161) is the classic "is this channel real at our scale" question. Playbook prior says non-brand search gets expensive fast and Search survey CAC is $227 — is the answer to pause non-brand entirely and let branded do its job, or brief a landing-page test first?
Concept bench is thin — one working founder-comparison concept and no #2. Do we brief a second founder concept off the same winner, or is it time to fund a distinct angle (ritual, ingredients) knowing early CAC will look ugly for 2–3 weeks?

❓ Not sure yet

Podcast survey share doubled to 3.8% (+1.8pt) on an ~812-response sample — that's inside weekly noise on a small channel. Resolves with another 2–3 weeks of Fairing data or a check against podcast spend/impressions from the Daily Stand.
Whether the early-week CAC spike (Mon $145.31, Wed $147.20) is real deterioration or PSL unwind noise. Next Mon/Tue prints settle it — if they hold above $140 D2C, Meta scale is the culprit and we act.
GA4 vs Intelligems both show CVR dropping, but Intelligems attributes ~65% of the move to visitor-mix (PSL unwind). Can't cleanly separate site-quality from mix until the PSL cohort fully rolls off — one more week of data resolves it.

Scorecard

13-week trends, 2026 only — the dashed “2025 (YoY)” comparison lines were removed on Aug 17 2026 because they were hardcoded in the report template and had never been pulled from any source

SPEND · Daily Spend Tracker NEW CUSTOMERS · Daily Spend Tracker (Shopify truth) REVENUE · Omni (Total Revenue) CAC = SPEND ÷ NEW CUSTOMERS D2C + AMAZON CAC LENSES · Tracker monthly tabs (targets <$90 / <$75) CPM/CTR · Northbeam

Volume & Efficiency — Last 12 Weeks

NCs/Day Blended CAC Target

Daily D2C CAC — Last 14 Days (exit trajectory)

Daily D2C CAC $90 Target

$724K

Revenue

↓ 6.5% WoW

Last week: $774K

$229K

Ad Spend

↓ 1.3% WoW

Last week: $232K

3.16x

MER

↓ 5.4% WoW

Last week: 3.34x

$124.58

Blended CAC

↑ 2.2% WoW

Last week: $121.89 • Target: <$85

$124

D2C CAC (tracker)

↑ 2.2% WoW

Last week: $122 • Target: <$90

$82

Blended CAC incl. Amazon

↓ 0.2% WoW

Last week: $82 • Target: <$75

263/day

New Customers

↓ 3.4% WoW

Last week: 272/day • Target: 600

$52.09

iAOV

↔ ~flat WoW

Omni revenue ÷ total orders

1.76%

Site CVR (GA4)

↓ 0.52pt WoW

Target: >2.0%

$27.05

CPM

↓ 2.3% WoW

Last week: $27.68

0.71%

CTR

↔ ~flat WoW

Last week: 0.71%

CAC — Two Lenses (click vs. survey-implied)

CLICK CAC · Northbeam clicks-only SURVEY CAC · spend ÷ (Fairing share × tracker D2C NCs) · small channels noisy weekly — see the attribution deep dive for the 12-mo view

CAC by channel — Northbeam clicks vs Fairing survey-implied

■ Northbeam (clicks) ■ Fairing (survey-implied)

Channel	Spend	Click NCs	Click CAC	Survey Share	Survey NCs	Survey CAC	Read
Meta	$160,007	691	$232	40% ±3.4	736	$217	lenses aligned
Search	$32,877	412	$80	7.9% ±1.9	145	$227	clicks over-credit 2.8× — likely OVER-spending
YouTube	$21,442	71	$303	11.5% ±2.2	211	$102	clicks under-credit 3.0× — likely UNDER-spending

Revenue landed at $724K (-6.5% WoW) on nearly flat spend of $229K (-1.3%), pulling MER to 3.16x from 3.34x. The three CAC lenses tell different stories: scorecard blended CAC (spend ÷ D2C NCs, <$85 target) sat at $124.58, D2C CAC (tracker, <$90 target) at $124, and blended incl. Amazon (<$75 target) at $82 — all three above target. The $82 is understated and should not be read as nearly on target: Northbeam has reported $0 Amazon ad spend every day since Jul 22 (26 days) while the tracker still credits ~937 estimated Amazon new customers for the week, so spend is missing from the numerator but the customers remain in the denominator. Honest figure at the Jun–Jul run rate (~$8,600/wk) is ≈$85.38. The tell that it is broken rather than merely low: with Amazon spend at zero, blended spend and D2C spend are the same number, which is why this lens and the scorecard lens move in lockstep. NCs/day fell to 263 from 272 (target 600), and the daily D2C strip shows the week starting hot rather than ending hot — Mon Aug 10 $145.31 and Wed Aug 12 $147.20 were the two worst days, Fri Aug 14 the best at $103.83, with Sun Aug 16 back up to $126.36. Volatile, not settling.

D2C Funnel

Full-funnel view

IMPRESSIONS / CTR · Northbeam SESSIONS / ATC / CHECKOUT · GA4 (begin_checkout degraded since ~May 18 — directional) CVR TRUTH · Shopify orders (Omni) ÷ GA4 sessions NEW CUSTOMERS · Daily Spend Tracker

Bar width is log-scaled (real drop-offs are far steeper than any drawing can show) — read the numbers, not the shape. Between stages: the named conversion rate (CTR, ATC rate, etc.), the raw drop-off, and how that rate moved vs. last week. The red band marks this week’s biggest week-over-week deterioration. Sensor lines mark where measurement changes systems. Lanes at the bottom split site traffic by intent (cold paid landing pages vs. everything else).

Sessions rose 5.6% to 143.5K while purchases fell 23.2% to 2,525 — GA4 purchaser CVR dropped 0.87pt to 2.16%, and Shopify-side Intelligems saw the same pattern (CVR -18.9% to 2.00%). The Shopify funnel shows session→ATC as the worst-deteriorating gate at 12.05% vs 13.80% prior (-1.75pt), with checkout→convert also softening to 54.66% from 57.2%. Intelligems flags ~65% of the sitewide CVR decline as visitor-mix shift, most of it the PSL promo unwinding (psl-bundle sessions -81.5%, orders -91.5%) — note the raw funnel number reads worse than the like-for-like page trend.

Channel Mix▶

Channel Mix

Channel-level performance

CHANNEL SPEND / CAC / NCs · Northbeam (Clicks Only, Cash) BLENDED TOTAL · Daily Spend Tracker

Channel Spend Mix — Last 6 Weeks

Channel	Spend	% Mix	NCs	CAC	ROAS
Facebook Ads	$160,007	69.8%	691	$232	1.15x
Google Ads	$32,428	14.2%	407	$80	2.98x
YouTube Ads	$21,442	9.4%	71	$303	0.49x
Impact (affiliate)	$5,016	2.2%	88	$57	2.02x
Google Canada	$448	0.2%	4	$112	majority organic
Other (non-tracked / direct / partnerships)	$9,800	4.3%	578	$17	varies
Total	$229,141	100%	1,839	$124.58	3.16x

Facebook carried 69.8% of paid spend at $160K with a $232 click CAC (survey-implied $217 — the two lenses agree). Google click CAC read $80 on 407 NCs, but the two-lens table shows survey-implied Search CAC at $227 (clicks over-credit ~2.8×, consistent with the 12-month brand-harvest pattern). YouTube inverted the picture: $303 click CAC on 71 NCs, but survey-implied ~$102 with 11.5% of new customers naming YouTube — the two lenses diverge by ~3×, matching the 12-month under-crediting prior.

Post-Purchase Attribution▶

Post-Purchase Attribution

"What led you to purchase today?" — new customers, self-reported (Fairing)

SURVEY · Fairing (question 2864, first orders only) Survey = claimed influence; Northbeam = last click. Divergence is signal, not error — view-heavy channels (YouTube, podcast) and word-of-mouth show up here first.

Click-Invisible Channels — Survey Share, Last 13 Weeks

Meta (~42–52%) omitted for scale — see table

Answer	Responses	Share	Prior Wk	Shift
Facebook or Instagram Ad	325	40%	41.7%	-1.7pt
YouTube	93	11.5%	10.4%	+1.1pt
Friend, Family or Colleague	89	11%	11.3%	-0.4pt
Other	88	10.8%	10.8%	+0pt
Online Search (i.e. Google)	64	7.9%	7.6%	+0.3pt
Podcast	31	3.8%	2%	+1.8pt
Someone I Follow On Social Media	22	2.7%	2.1%	+0.6pt
TikTok	21	2.6%	2.6%	+0pt
An Article	19	2.3%	1.4%	+0.9pt
Target	10	1.2%	0.9%	+0.3pt
Amazon	8	1%	1.4%	-0.5pt
Email Newsletter (i.e. Morning Brew)	8	1%	1.3%	-0.3pt

Meta held at 40% of survey mentions (-1.7pt WoW, n=325 of 812) and YouTube ticked up to 11.5% (+1.1pt) — both within normal weekly noise on a ~812-response sample. Word-of-mouth ("Friend, Family or Colleague") sat at 11.0%, flat WoW and in line with the ~10–11% baseline. Podcast doubled to 3.8% from 2.0% (+1.8pt) — a ~1pt move on a small channel is inside the weekly noise band, but it's the highest podcast share in the trailing 13 weeks.

Meta Deep Dive▶

Meta Deep Dive

13-week trends — Facebook Ads + Facebook Ads Canada

SPEND / CAC / CPM / CTR / THUMBSTOP · Northbeam (Clicks Only) CREATIVE PREVIEWS · Meta Graph API (account 548943215677106)

CPM

$28.19 this week

CTR

0.62% this week

CAC (Northbeam)

$232 this week

New Customers

691 this week

Top 5 Campaigns by Spend

Campaign	Spend	% of Meta	NCs	CAC	ROAS
conv_pur_scale_winners+legacy_lc_all_ABO_mixed-events	$67,314	42%	409	$165	1.02x
conv_pur_scale_winners_cost-cap_Pur_all_CBO_Winners_Incremental	$26,166	16%	143	$175	0.28x
conv_pur_scale_Trybe-Master_CC_7D+E_ABO_Testing_Trybe-UGCArmy	$22,111	14%	79	$256	0.19x
Retail_Costco_2026_traffic	$8,084	5%	0	—	0x
AGS_conv_pur_sandbox_Internal+Partners_CC_7D+E_ABO_Testing	$7,311	5%	21	$339	0.18x

Scale & Kill — Meta Ads, Trailing 28 Days

Statistical: SCALE / KILL only when confident vs target CAC · one week is never enough data — WAIT is honest · interactive scatter: Creative Analytics

SCALE 0 WAIT 132 KILL 55target $172 · 95% confidence · 28d window · 44 zero-NC ads off the chart

Each ad — 28-day spend (log) vs new-customer CAC

● scale ● wait ● kill

Status	Ad	Spend 28d	NCs 28d	CAC 28d	P(beats target)
WAIT	conv_og_sales_ABO_testing_FOUNDER_vs MushroomCoffee_OG_July 4 9x	$232,037	1345	$173	46%
KILL	conv_og_costperresult_ASC_scaling_FOUNDER_vs_MushroomCoffee_OG_J	$57,428	276	$208	0%
WAIT	og_video_calm_mp_partner-SHA_MudvsMushroomCoffee-ShortenedRemix_	$47,853	263	$182	18%
KILL	conv_og_sales_ABO_testing_Expensive_OG_Kitchen_July 3 9x16 V1 -	$41,333	194	$214	0%
KILL	og_WK-31-20260728_video-48s_Broad_UGCARMY-AndrewShields_trybe=47	$15,161	51	$299	0%
WAIT	og_video_ingr_mo_partner-sha_what-is-the-difference-between-mudw	$11,902	76	$156	82%
KILL	og_WK-31-20260728_video-32s_Broad_UGCARMY-AlecVagnozzi_trybe=25c	$9,681	35	$273	0%
KILL	mud_wk-30-2026_Row 122_868khma3t_og_static_$25 off + free shippi	$9,597	32	$300	0%
WAIT	og_WK-28-20260720_video-47s_promo_Broad_UGCARMY-AndrewShields_su	$8,760	44	$198	19%
KILL	og_WK-31-20260728_video-36s_Broad_UGCARMY-RileyWiens_trybe=663c8	$6,740	11	$617	0%
KILL	mud_wk-32-2026_Row 255_868km3rqf_lp: rise-2_og_video_$25 off + f	$4,940	8	$586	0%
KILL	og_WK-27-20260715_video-34s_cog_broad_UGCARMY-KyrillosYoussef_mu	$4,914	16	$300	1%
KILL	tof_ogmudwtr_reach_SHA_MushroomCoffeeComparison_TT_version	$4,907	0	$24,537	0%
KILL	og_WK-31-20260728_video-47s_Broad_UGCARMY-SeanGillman_trybe=62ec	$4,827	13	$378	0%
WAIT	og_WK-27-20260709_video-30_ingr_mo_UGCARMY-KristalKlune_propriet	$4,591	21	$224	13%
WAIT	og_wk-28-2026_video-120_ritual_broad_shane_making-mud_step-one-b	$4,013	24	$165	63%

Concept Fatigue — Spend-Weighted CAC by Concept

Concepts grouped from ad names (heuristic) · history accumulates weekly · a rising CAC trend on the dominant concept = fatigue warning

Concept	Weeks Tracked	Spend (wk)	% of Meta	CAC (wk)	CAC 4-wk Trend
conv og sales abo	3	$73,583	40.3%	$171	-9%
conv og costperresult asc	3	$14,370	7.9%	$181	+26%
og wk 31 20260728	2	$13,652	7.5%	$302	-27%
what s the difference	3	$10,631	5.8%	$266	+16%
pmax prospecting non brand	2	$8,853	4.8%	$264	+86%
mud wk 32 2026	2	$8,381	4.6%	$660	-6%
mud wk 30 2026	2	$5,544	3%	$365	+16%
retail target traffic broad	2	$4,481	2.5%	—	—

Meta ran at $232 click CAC on 691 NCs, with the top campaign (conv_pur_scale_winners+legacy) taking 42% of Meta spend at $67K/$165 CAC. The 28-day Scale & Kill lens classifies 0 SCALE / 132 WAIT / 55 KILL against a $172 target; the single largest ad (Founder vs MushroomCoffee listicle, $232K over 28d) sits at $173 with a 46% probability of beating target. Concept fatigue shows the dominant "conv og sales abo" concept improving -9% over 4 weeks to $171, but three secondary concepts — "PMax prospecting" (+86%), "conv og costperresult asc" (+26%), and "what's the difference" (+16%) — are trending the wrong direction.

Google Ads Deep Dive▶

Google Ads Deep Dive

13-week trends — Google Ads + Google Canada + YouTube Ads

SPEND / CAC / CPM / CTR · Northbeam (Clicks Only)

CPM

$22.33 this week

CTR

0.93% this week

CAC (Northbeam)

$113 this week

New Customers

482 this week

Campaign	Spend	Impressions	CTR	NCs	CAC	ROAS
Search \| Branded \| NCA+ \| US	$10,786	23,834	36.3%	285	$38	4.33x
PMax \| Prospecting \| Non-Brand	$8,853	316,265	0.70%	36	$237	0.45x
Search \| Conquesting \| Non-Brand	$8,667	92,463	2.16%	53	$161	1.70x
YouTube \| pro_youtube-relaunch #2	$16,813	1,580,010	0.45%	63	$263	0.60x
Demand Gen \| YouTube-Only Testing	$4,629	216,472	0.37%	8	$591	0.10x
PMax \| Retargeting \| Branded	$1,758	20,471	3.34%	18	$94	12.57x
Shopping \| Branded + Non-Brand	$1,252	58,612	0.54%	15	$78	1.62x
Shopping \| Strawberry Matcha	$1,112	112,819	0.33%	2	$585	0.10x
Total (Google + YouTube)	$53,870	2,420,946	—	480	$112	1.85x

Google + YouTube combined at $53.9K spend / $112 click CAC / 480 NCs, with branded search doing the heavy lifting at $10.8K spend and $38 click CAC (285 NCs). Non-brand click CAC ran materially higher: PMax Prospecting $237, Conquesting $161, and the two-lens table shows Search's survey-implied CAC at $227 vs. $80 click — consistent with the 12-month pattern that most Search efficiency comes from branded intent capture. YouTube spent $21.4K at $303 click CAC on 71 NCs, but survey-implied YouTube CAC is ~$102 with 11.5% of new customers naming YouTube as the reason — the two lenses diverge by ~3×.

GA4 / Site Performance▶

GA4 / Site Performance

mudwtr.com

SESSIONS / CVR / LANDING PAGES / BRAND DEMAND · 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

Direct + organic search sessions carried the same shape as the trailing 13-week average this week. Branded search inside the Google campaign table pulled 23,834 impressions at 36.3% CTR and $38 click CAC on 285 NCs — the primary paid touchpoint on brand demand.

Sessions

143,507

↑ 5.6% WoW

Engagement Rate

78.5%

↓ vs 86.0%

Bounce Rate

21.5%

↑ vs 14.0%

Purchaser CVR

2.16%

↓ 0.87pt WoW

CVR — GA4 vs. Shopify-Side Sensors

GA4 = purchaser CVR · NC CVR = Shopify D2C new customers ÷ GA4 sessions · INTELLIGEMS = own Shopify-side tracking (orders ÷ sessions)

Sensor	Sessions	Conversions	CVR	WoW	What it measures
GA4 purchaser CVR	143,507	2,525	2.16%	↓ 0.87pt	Site purchases GA4 can see
NC CVR (Shopify truth)	143,507	1,839	1.28%	↓ 0.12pt	New customers per session — acquisition truth
Intelligems (Shopify-side)	107,307	2,159	2.00%	↓ 18.9%	Independent Shopify-side sensor; excludes renewals

Top Landing Pages — GA4 vs. Shopify-Side CVR

Landing Page	GA4 Sessions	GA4 CVR	IG Sessions	IG CVR	IG CVR WoW
/pages/rise-2	31,690	1.32%	26,937	1.49%	↑ 9.6%
/pages/compare-listicle-og	25,435	1.41%	23,214	1.69%	↑ 6.7%
/products/30-servings-tin	21,409	3.77%	15,250	4.56%	↓ 8.5%
/ (homepage)	19,285	2.00%	14,188	2.65%	↓ 6.3%
/collections/shop	4,663	3.98%	2,898	5.69%	↑ 2.3%
/pages/rise-2-psl-starter-kits	2,266	2.38%	2,104	2.31%	↓ 42.6%
/products/psl-bundle	1,233	4.11%	1,028	4.73%	↓ 55.3%

Traffic Quality — Cold Paid LPs vs. Warm

PAID = rise-2 + listicle LPs (cold prospecting) · WARM = all other traffic · compare each bucket to its own prior week

Cold paid LP sessions

60.3K

42% of site • ↑ 15.6% WoW

Cold paid LP CVR

1.28%

Last week: 1.36%

Warm sessions

83.3K

↓ 0.5% WoW

Warm CVR

2.11%

Last week: 3.08%

Top Landing Pages

Landing Page	Sessions	CVR	Bounce Rate	Engagement	Status
/pages/rise-2	31,690	1.32%	23.7%	76.3%	Highest traffic LP
/pages/compare-listicle-og	25,435	1.41%	14.3%	85.7%	Below 2% floor
/products/30-servings-tin	21,409	3.77%	18.1%	81.9%	Above floor
/ (homepage)	19,285	2.00%	23.3%	76.7%	At floor
/collections/shop	4,663	3.98%	13.9%	86.1%	Strong CVR
/pages/rise-2-psl-starter-kits	2,266	2.38%	14.1%	85.9%	PSL promo unwinding
/products/psl-bundle	1,233	4.11%	16.1%	83.9%	-91.5% orders WoW

Cold paid LP sessions rose 15.6% to 60.3K (42% of site) while their CVR held at 1.28% vs 1.36% prior; warm CVR fell harder to 2.11% from 3.08%. Intelligems shows the two cold-paid destinations actually improved for the first time in three weeks — rise-2 CVR +9.6% to 1.49%, compare-listicle-og +6.7% to 1.69% — while psl-bundle collapsed 55.3% CVR / -91.5% orders as the PSL promo unwound. Note the CVR delta on warm traffic is largely a mix artifact: Intelligems attributes ~65% of the -18.9% sitewide CVR move to visitor-mix shift driven by the PSL unwind, not to a site-quality change.

Subscription Health▶

Subscription Health

Active subscribers and net change (Recharge billing-cycle aligned)

ACTIVE SUBS / NET CHANGE · Omni (Total Subscribers / Net Subscribers)

Active Subscribers — Last 13 Weeks

Total Active Net Change / Week

Active Subscribers

103,994

↓ 1,745 WoW

Net Change (Week)

-1,997

Worst of 13-wk trend

New Subscribers

1,740

Prior wk: 1,690

Since May 18 peak

-16,273

-13.5% in 13 weeks

Subscriber Retention by Cohort

Not instrumented. This panel previously displayed a cohort retention heatmap built from hardcoded numbers that no pipeline ever populated — the same values rendered in every weekly report regardless of the week, and they trended upward while the active-subscriber count below was falling every week. It has been removed rather than corrected: real month-over-month cohort retention needs subscription-start cohorts from Recharge or Omni, which the weekly pull does not yet collect. Use the active-subscriber and net-change series below, which are real Omni data.

Active subscribers ended the week at 103,994, down 1,745 WoW — a steeper loss than the prior week's 1,645, and the base has now fallen for thirteen consecutive weeks. Weekly net subscribers were -1,997 (vs -1,915 the week before): the weakest print in the trailing 13-week view. This is not an acquisition-side problem — new subscriptions actually rose slightly to 1,740 from 1,690. Cancellations are simply outrunning them by roughly 2:1. Cumulative decline from the May 18 peak of 120,267 is -16,273 (-13.5%), and the weekly loss has widened over the last month (-1,507, -1,519, -1,603, -1,745), so the trend is accelerating rather than flattening. Measured against the whole report, this is the largest number moving against the business: the week's entire new-customer intake was 1,839, so the subscriber base lost nearly as many members as acquisition added, at no media cost. Two honesty notes. First, the end-of-week level change (-1,745) and the summed daily net-subscriber field (-1,997) do not reconcile — a 252 gap, most likely reactivations counted in the level but not the net field; both directions agree, so treat the magnitude as approximate. Second, the cohort-retention heatmap that used to sit above this paragraph has been removed: its numbers were hardcoded into the report template and never pulled, and earlier drafts of this very insight cited them as evidence that "new-cohort quality is fine and the churn is in the older base." That conclusion had no data behind it and has been withdrawn. Whether the churn is concentrated in older or newer cohorts is currently unknown and needs cohort-level Recharge data to answer.

Email & SMS▶

Email & SMS

Campaign + flow performance

CAMPAIGNS / OPENS / CLICKS / REVENUE · Klaviyo API (conversion metric PaY7ks)

Email List Growth — Last 12 Weeks

Total Subscribers Net New / Week

Campaigns Sent

This week

Recipients

501K

Combined sends

Total Email Revenue

$47.6K

~6.6% of total revenue

Avg Open Rate

51.9%

Strong

Send Date	Campaign	Recipients	Open Rate	Click Rate	Revenue
Aug 11	TWB Newsletter “8.11.26”	209,419	50.7%	0.61%	$43,196
Aug 10	PSL Push (Non-Sub Re-Send)	292,114	53.7%	0.34%	$4,443
Aug 10	Zaymo AMP Approval (test)	2	50.0%	0%	$0

Email drove $47.6K (~6.6% of total revenue) across 3 sends and ~501K recipients, with a 51.9% average open rate. The TWB Newsletter (Aug 11) carried the week at $43,196 revenue on 209K recipients — ~91% of email revenue from a single send. The PSL Non-Sub Re-Send (Aug 10) reached 292K with a 53.7% open rate but only 0.34% click rate and $4,443 revenue, consistent with the PSL promo unwinding visible in the site data.

Instagram Organic▶

Instagram Organic

@drinkmudwtr

FOLLOWERS / POSTS / REACH · Meta Graph API (IG business account 17841407401053372)

Follower Growth — Last 12 Weeks

Total Followers Net New / Week

Followers

384,865

1,849 lifetime posts

Posts This Week

Total Reach

16,208

4.2% of follower base

Total Engagement

929

Posts This Week

Date	Type	Caption	Reach	Views	Likes	Comments	Shares	Saves	Link
Aug 11	Reel	Love works both directions and pays out differently each way. One steadies you. The other makes you brave.	5,715	8,166	416	0	95	61	View →
Aug 13	Reel	Gather Talks Episode 19 with @theoracleprojectla	2,552	3,479	53	13	9	2	View →
Aug 12	Reel	A blend for mornings, for evenings, for you. MUD\WTR PSL is back!	1,599	2,103	33	15	19	10	View →
Aug 10	Reel	Gather Talks Episode 18 with @maxmeisel86	3,225	4,108	61	3	3	3	View →
Aug 14	Reel	Gather Talks Ep. 20 with @theoracleprojectla	1,112	1,516	24	11	1	2	View →
Aug 15	Reel	Gather Talks Ep 21 with @theoracleprojectla	1,068	1,505	22	3	1	1	View →
Aug 14	Reel	Reconnecting with your creative self, one earth pigment at a time.	937	1,184	21	1	0	1	View →

7 reels posted this week generated 16.2K total reach (4.2% of the 384,865 follower base) and 929 total engagements. The Aug 11 "Love works both directions" reel carried the week with 5,715 reach, 8,166 views, 95 shares and 61 saves — roughly 3× the next-best post on reach. Four of the seven posts were Gather Talks episodes (18–21), which averaged ~2K reach each.

Industry News▶

Industry News

Web search · Last 7 days · MUD\WTR + Ryze + Four Sigmatic + Everyday Dose + Space Goods

SEARCH INTEREST · google-trends-api (US, past 90d) NEWS · Google News RSS REDDIT · Reddit JSON (search across /r/biohackers /r/nootropics /r/coffee /r/tea)

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

4 Google News mentions and 0 Reddit mentions across MUD\WTR and the four competitors this week. The notable competitor moves: Ryze launched a mushroom-mascot brand campaign (their first major brand push after Target rollout), and a balancejournal.co category roundup ranked 12 US mushroom coffee brands including Ryze and Everyday Dose. A mainstream regional piece (The Oklahoman) also cited Everyday Dose in a category story on caffeine sensitivity — consistent with continued jitter/anxiety positioning tailwind for the category.

lbbonline.com · Ryze

RYZE's Mushroom Mascot Finds the Magic in Feeling Better Every Day

Ryze launches new brand campaign centered on a mushroom mascot character. First major brand-building push after their Target retail rollout earlier this quarter.

The Oklahoman · Everyday Dose

Feeling jittery from coffee? When experts say you might be overdoing it

Category piece on caffeine sensitivity in mainstream regional press. Everyday Dose cited as coffee alternative. Signals continued category tailwind for jitter/anxiety positioning.

balancejournal.co · Category

Best Mushroom Coffee 2026: 12 US Brands Ranked by Dose

Category roundup ranking 12 US mushroom coffee brands. Both Ryze and Everyday Dose feature prominently. MUD\WTR positioning in the ranking is a competitive read to check.