All Reports

Week of August 17 – 23, 2026

Generated Monday, August 24, 2026 at 2:55pm PT · Data pulled Monday, August 24, 2026 at 2:31pm PT

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

⚠ Called to your attention — auto-review

Not generated for this run.

✅ Going well

Not generated for this run.

❌ Going poorly

Not generated for this run.

💬 Worth discussing

Not generated for this run.

❓ Not sure yet

Not generated for this run.

Scorecard

13-week trends, 2026 only — the dashed “2025 (YoY)” comparison lines were removed on Aug 17 2026 because they were hardcoded here and had never been pulled from any source. Restore this caption when a real -364d YoY pull exists.

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 13 Weeks

NCs/Day Blended CAC Target

Daily D2C CAC — Last 14 Days (exit trajectory)

Daily D2C CAC $90 Target

$758K

Revenue

↑ 4.3% WoW

Last week: $726K

$156K

Ad Spend

↓ 31.8% WoW

Last week: $229K

4.85x

MER

↑ 53% WoW

Last week: 3.17x • Target: >3.0x

$114

Blended CAC

↓ 8.8% WoW

Last week: $125 • Target: <$85

$113

D2C CAC (tracker)

↓ 9.0% WoW

Last week: $124 • Target: <$90

$67

Blended CAC incl. Amazon

↓ 18.1% WoW

Last week: $82 • Target: <$75

197/day

New Customers

↓ 25.2% WoW

Last week: 263/day • Target: 600

—

iAOV

Not instrumented in this pull — the 13-week iAOV series came back empty. Omni all-order AOV was $53.43 (incl. subscription renewals), which is not the same metric.

2.14%

Site CVR (GA4)

↓ 0.16pt WoW

Last week: 2.30% • Target: >2.0%

$28.57

CPM

↑ 5.6% WoW

Last week: $27.05

0.78%

CTR

↑ 9.9% 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	$104,790	423	$248	40.3% ±4.0	555	$189	lenses aligned
Search	$23,957	265	$90	6.6% ±2.0	91	$263	clicks over-credit 2.9× — likely OVER-spending
YouTube	$12,153	43	$280	11.5% ±2.6	158	$77	clicks under-credit 3.6× — likely UNDER-spending

Not generated for this run.

D2C Funnel

Full-funnel view — Aug 17–23, 2026

IMPRESSIONS / CTR · Northbeam SESSIONS / ATC / CHECKOUT · GA4 (begin_checkout degraded since ~May 18 — directional) CVR TRUTH · Shopify new customers (tracker) ÷ 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).

Not generated for this run.

Channel Mix▶

Channel Mix

Channel-level performance — Northbeam tracked $145.8K of the $156.4K tracker spend; the remainder is podcast, affiliate fees, agency and other non-click media

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	$104,790	72%	423	$248	0.69x
Google Ads	$23,466	16%	253	$93	3.65x
YouTube Ads	$12,153	8%	43	$280	0.57x
Impact (affiliate)	$4,875	3%	117	$42	2.65x
Google Ads — Canada	$491	<1%	12	$41	9.38x
Total (Northbeam tracked)	$145,775	100%	847	$172	0.67x
Blended (Daily Spend Tracker)	$156,350	—	1,376	$114	4.85x MER

TikTok, Bing, AppLovin/Axon and GeistM had no Northbeam spend this week. The Northbeam-tracked total and the tracker blended total are different denominators — never sum channel CACs to get blended CAC.

Not generated for this run.

Post-Purchase Attribution▶

Post-Purchase Attribution

"What led you to purchase today?" — new customers, self-reported (Fairing) · 575 responses this week (812 prior)

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	232	40.3%	40%	+0.3pt
YouTube	66	11.5%	11.5%	+0pt
Other	66	11.5%	10.8%	+0.6pt
Friend, Family or Colleague	59	10.3%	11%	-0.7pt
Online Search (i.e. Google)	38	6.6%	7.9%	-1.3pt
TikTok	27	4.7%	2.6%	+2.1pt
Someone I Follow On Social Media	16	2.8%	2.7%	+0.1pt
Podcast	14	2.4%	3.8%	-1.4pt
Amazon	10	1.7%	1%	+0.8pt
Target	10	1.7%	1.2%	+0.5pt
Email Newsletter (i.e. Morning Brew)	9	1.6%	1%	+0.6pt
Healthcare Professional	7	1.2%	0.7%	+0.5pt

Not generated for this run.

Meta Deep Dive▶

Meta Deep Dive

13-week trends — Facebook Ads (no Facebook Canada spend this week)

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

CPM

$25.62 this week

CTR

0.61% this week

CAC (Northbeam)

$248 this week

New Customers

423 this week

Top 5 Campaigns by Spend

Campaign	Spend	% of Meta	NCs	CAC	ROAS
conv_pur_scale_winners+legacy_lc_all_ABO_mixed-events	$42,699	41%	217	$197	1.40x
conv_pur_scale_Trybe-Master_CC_7D+E_ABO_Testing_Trybe-UGCArmy	$15,749	15%	76	$207	0.23x
conv_pur_scale_winners_cost-cap_Pur_all_CBO_Winners_Incremental	$15,249	15%	73	$204	0.34x
AGS_conv_pur_sandbox_Internal+Partners_CC_7D+E_ABO_Testing	$13,280	13%	53	$253	0.25x
Retail_Costco_2026_traffic (retail traffic, no D2C conversion goal)	$8,846	8%	0	—	0.00x

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 1 WAIT 101 KILL 57target $172 · 95% confidence · 28d window · 39 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	$207,728	1233	$168	77%
KILL	conv_og_costperresult_ASC_scaling_FOUNDER_vs_MushroomCoffee_OG_J	$51,617	257	$201	1%
KILL	conv_og_sales_ABO_testing_Expensive_OG_Kitchen_July 3 9x16 V1 -	$35,990	164	$219	0%
WAIT	og_video_calm_mp_partner-SHA_MudvsMushroomCoffee-ShortenedRemix_	$24,752	159	$155	91%
KILL	og_WK-31-20260728_video-48s_Broad_UGCARMY-AndrewShields_trybe=47	$15,161	51	$296	0%
KILL	og_WK-31-20260728_video-32s_Broad_UGCARMY-AlecVagnozzi_trybe=25c	$14,210	59	$242	0%
KILL	mud_wk-30-2026_Row 122_868khma3t_og_static_$25 off + free shippi	$11,287	38	$294	0%
WAIT	og_WK-28-20260720_video-47s_promo_Broad_UGCARMY-AndrewShields_su	$6,902	36	$192	29%
KILL	og_WK-31-20260728_video-36s_Broad_UGCARMY-RileyWiens_trybe=663c8	$6,740	11	$611	0%
KILL	video_Costco_OGsticks-V3	$6,223	0	—	0%
WAIT	mud_wk-30-2026_Row 53_868khdbek_og_static_$25 off + free shippin	$5,988	26	$233	7%
WAIT	og_WK-27-20260709_video-30_ingr_mo_UGCARMY-KristalKlune_propriet	$5,939	25	$236	6%
WAIT	og_wk-28-2026_video-120_ritual_broad_shane_making-mud_step-one-b	$5,856	36	$161	70%
KILL	og_WK-27-20260715_video-34s_cog_broad_UGCARMY-KyrillosYoussef_mu	$5,430	16	$339	0%
KILL	mud_wk-32-2026_Row 255_868km3rqf_lp: rise-2_og_video_$25 off + f	$4,994	9	$576	0%
KILL	og_WK-31-20260728_video-47s_Broad_UGCARMY-SeanGillman_trybe=62ec	$4,956	14	$360	0%

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	4	$39,270	31%	$192	+1%
conv og costperresult asc	4	$8,196	6.5%	$190	+33%
what s the difference	4	$7,143	5.6%	$313	+36%
mud wk 30 2026	3	$6,575	5.2%	$257	-18%
800927842033 responsive search ad	3	$5,482	4.3%	$386	+28%
mud wk 33 2026	1	$4,947	3.9%	$738	—
video costco ogsticks	2	$4,824	3.8%	—	—
og wk 31 20260728	3	$4,527	3.6%	$223	-46%

Not generated for this run.

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

$35.67 this week

CTR

1.48% this week

CAC (Northbeam)

$117 this week

New Customers

308 this week

Campaign	Spend	Impressions	CTR	NCs	CAC	ROAS
Demand Gen \| YouTube-Only (Testing)	$11,739	611,799	0.50%	37	$315	0.15x
Search \| Conquesting \| Non-Brand	$10,590	97,604	2.22%	45	$234	1.39x
Search \| Branded	$8,561	17,306	34.91%	140	$61	4.62x
PMax \| Retargeting \| Branded	$1,691	27,912	2.03%	19	$91	14.59x
PMax \| Prospecting \| Non-Brand	$1,504	101,181	1.19%	10	$146	2.52x
Shopping \| Branded + Non-Brand	$1,093	101,002	0.81%	39	$28	2.61x
Canada (PMax + brand + non-brand)	$491	18,262	4.00%	12	$41	9.38x
pro_youtube-relaunch #2 (paused mid-week)	$414	31,657	1.22%	6	$68	12.51x
Shopping \| Strawberry Matcha (paused)	$27	5,538	0.27%	0	—	0.00x
Total	$36,110	1,012,261	—	308	$117	2.69x

Not generated for this run.

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

Not generated for this run.

Sessions

116,197

↓ 13.8% WoW

Engagement Rate

86.2%

↑ 0.8pt vs last week

Bounce Rate

13.8%

↓ 0.7pt vs last week

Purchaser CVR

2.14%

↓ 0.16pt 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	116,197	2,028	2.14%	↓ 0.16pt	GA4’s own purchaser rate (unique purchasers ÷ sessions); 2,028 is the raw purchase-event count, ~10% under Shopify
NC CVR (Shopify truth)	116,197	1,376	1.18%	↓ 0.19pt	New customers per session — acquisition truth
Intelligems (Shopify-side)	—	—	—	—	Independent Shopify-side sensor; excludes renewals

Intelligems not pulled this run — the cached file covers the week of Aug 10, not Aug 17, so it was ignored rather than shown as if it were current.

Top Landing Pages — GA4 vs. Shopify-Side CVR

Landing Page	GA4 Sessions	GA4 CVR	IG Sessions	IG CVR	IG CVR WoW
/pages/rise-2	20,673	1.54%	—	—	—
/pages/compare-listicle-og	14,636	1.37%	—	—	—

Intelligems not pulled this run — per-LP Shopify-side columns are unavailable for the week of Aug 17.

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

35.6K

31% of site • ↓ 36.9% WoW

Cold paid LP CVR

1.35%

Last week: 1.38%

Warm sessions

80.6K

↑ 2.9% WoW

Warm CVR

1.92%

Last week: 2.23%

Top Landing Pages

Landing Page	Sessions	CVR	Bounce Rate	Engagement	Status
/ (homepage)	20,780	1.90%	14.3%	85.7%	Just below 2% floor
/pages/rise-2	20,673	1.54%	10.3%	89.7%	Main cold paid LP — below floor
/pages/compare-listicle-og	14,636	1.37%	8.6%	91.4%	Cold paid LP — below floor
/products/30-servings-tin	12,821	3.62%	6.6%	93.4%	Best CVR on volume
/collections/shop	4,982	3.50%	5.3%	94.7%	Strong CVR
/products/psl-bundle	3,036	4.17%	6.7%	93.3%	Highest CVR — PSL launch page

Not generated for this run.

Subscription Health▶

Subscription Health

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

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

Active Subscribers

101,015

As of Aug 23

Net Change This Week

−3,054

−2.9% of the base

Prior Week Net Change

−1,987

Losses accelerated 54%

New Subscribers

1,375

Sum of daily new subs, Aug 17–23

Active Subscribers — Last 13 Weeks

Total Active Net Change / Week

The chart series runs one week behind the callouts above (it ends on the Aug 10–16 week) because the trend block is built on completed billing weeks. The Aug 17–23 numbers above come from the daily Omni subscriber level.

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.

Not generated for this run.

Email & SMS▶

Email & SMS

Campaign performance — Aug 17–23, 2026

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

Email List Growth — Last 12 Weeks

Total Subscribers Net New / Week

Campaigns Sent

Incl. 7 Kroger banner sends

Total Recipients

1.26M

Sum across sends — largest single send 308K

Attributed Revenue

$91.0K

~12% of total revenue

Weighted Open Rate

53.3%

Recipient-weighted across all sends

List size and net-new subscriber counts are not in this pull — the Klaviyo call returned campaigns and campaign stats only.

Send Date	Campaign	Recipients	Open Rate	Click Rate	Revenue
Aug 18	TWB Newsletter	208,515	52.5%	0.77%	$57,143
Aug 21	PSL Push — Subscribers (Zaymo AMP)	72,393	43.6%	1.01%	$20,583
Aug 22	PSL Push — Leads	306,134	53.0%	0.35%	$4,920
Aug 20	Problem / Solution — Leads	306,929	55.0%	0.24%	$3,544
Aug 19	Problem / Solution re-send — Leads	308,239	55.0%	0.29%	$2,484
Aug 23	Kroger Aug–Oct promo (7 banner sends)	45,183	52.4%	1.22%	$2,362
Aug 23	:gather Newsletter	8,207	50.8%	0.48%	$0
Aug 21	Zaymo AMP approval (internal test)	2	—	—	$0

Not generated for this run.

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

385.0K

1,855 lifetime posts • net-new not in this pull

Posts This Week

6 reels, 1 feed image

Total Reach

17.1K

4.4% of the follower base

Total Engagement

382

2.2% of reach

Posts This Week

Date	Type	Caption	Reach	Views	Likes	Comments	Shares	Saves	Link
Aug 21	Image	Come check us out in the northeast and bay area! Let us know if you find us!…	5,604	7,546	28	10	6	4	View →
Aug 20	Reel	The little things were the big things all along.	2,623	3,821	69	0	14	13	View →
Aug 21	Reel	Gather Talks Ep. 24 with @maxmeisel86	2,405	2,975	17	0	2	1	View →
Aug 18	Reel	Staying close to nature, wherever you pack it.	1,890	2,259	40	12	12	13	View →
Aug 20	Reel	Scoop. Warm milk. Whisk. Steam on the window, hands wrapped around it…	1,691	2,259	30	7	2	7	View →
Aug 17	Reel	Gather Talks Episode 22 with @maxmeisel86	1,619	2,131	47	3	2	0	View →
Aug 19	Reel	Gather Talks Ep. 23 with @theoracleprojectla	1,254	1,725	25	5	2	2	View →

Not generated for this run.

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

Google Trends returned mostly zero-valued days for the “mudwtr” and “MUD WTR” spellings before Aug 10 — those are below-threshold days, not real drops. Read the “mud water” series and the competitive chart as the reliable signal.

Not generated for this run.

BevNET · Everyday Dose · Aug 20

Everyday Dose Names New CEO, Expands into Sam's Club

Leadership change plus a club-channel expansion — the second competitor this quarter to move from DTC-first into national brick-and-mortar distribution.

TheStreet · Everyday Dose · Aug 22

Walmart's Sam's Club adds a coffee brand Costco doesn't sell

Consumer-press pickup of the Sam's Club launch, framed explicitly against Costco's assortment — the same club channel MUD\WTR just expanded into across 81 Southeast locations.

AZ Big Media · Ryze · Aug 20

5 best decaf mushroom coffee blends: A coffee-alternative guide

Category roundup led by Ryze. MUD\WTR is not named in the excerpt — worth checking whether we're placed in these decaf/low-caffeine roundups at all.

Big News Network · Four Sigmatic · Aug 20

5 Best Decaf Mushroom Coffee Blends: A Newcomer's Starter Guide

Syndicated version of the same decaf-blend roundup, this one indexed against Four Sigmatic. Two syndications of one listicle in a single day — treat as one placement, not two.

Coverage gaps · this week

Zero MUD\WTR news items and zero Reddit mentions this week

Google News returned no MUD\WTR or Space Goods articles for Aug 17–23, and the Reddit search across r/biohackers, r/nootropics, r/coffee and r/tea returned nothing for any of the five tracked brands. Three further Ryze “articles” were returned by low-quality SEO domains (nk-osijek.hr, SECOVI-SP) and were excluded as spam.