Week of July 20 – July 26, 2026

Generated Monday, July 27, 2026 at 8:35 AM PT · Data pulled Monday, July 27, 2026 at 8:35 AM PT

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

⚠ Called to your attention — auto-review

🔴 Kill the post-July-4th promo creatives still spending — ~$34K at $269–$376 CAC. Riley pink-background ($19.3K / $269), "revolution starts tomorrow" ($6.0K / $376), Charlie Banham ($5.3K / $331), and "why mud is expensive v2" ($3.4K / $324) are all promo-tagged, past the holiday, and sitting at 0–2% probability of beating the $172 target. Move that budget into conv_og_sales_ABO_testing_FOUNDER vs MushroomCoffee ($165 CAC / 93% beats-target) and og_video_ingr_mo partner-SHA ($150 CAC / 100% beats-target — the one true SCALE unit).
🔴 Lift og_video_ingr_mo partner-SHA ("what is the difference between MUD\WTR and this mushroom coffee") +20%. $55.6K / 370 NCs / $150 CAC over 28 days at 100% probability of beating target — the only ad on the account that clears the scale bar cleanly. Do not 2x; +20% and watch CPM.
🟡 Exit trajectory is better than the weekly average, not worse — hold the read. Mon–Wed averaged D2C CAC $127; Thu $110, Fri $125, Sat $119, Sun $134. Prior-week Mon–Wed ran $134–$154, so the week opened materially better than last week's open. Watch condition: if Mon 7/27 clears above $135 with no promo to blame, the Thu improvement was a one-day artifact.
🟡 Meta concept concentration: conv_og_sales_ABO carried 33.5% of Meta spend at $191 CAC; the top campaign carried 56%. conv_all_ABO_sandbox ran $96.2K / 500 NCs / $190 CAC — over target and >50% of the channel. No credible #2 concept exists on this account. Get a second concept into test this week or the whole channel rides on one creative family.
⚪ Tracker CAC lenses this week: D2C $124 (target <$90), blended-incl-Amazon $84 (target <$75), pulse-legacy $125 (target <$85). All three above target, all three roughly flat WoW. The blended-incl-Amazon lens improved 5.1% on flat Amazon contribution — read the D2C lens as the actionable number.
⚪ YouTube and Search: hold spend, don't act on click CAC alone. YouTube click CAC $340 vs. survey-implied $115 (8.5% Fairing share) — a 3.0× gap consistent with its 12-month pattern; not a kill call. Search click CAC $76 vs. survey-implied $252 (7.9% share) — a 3.3× flatter, consistent with brand-term capture; not a scale call. If a real budget move hangs on either, run a geo holdout, not a lens pick.

Data caveats: Intelligems pull stale (covers Jul 13 not Jul 20 — ignored); Instagram post-level and Google Trends failed this run; GA4 begin_checkout degraded since ~May 18 (checkout gate directional only).

✅ Going well

Meta CPM improved to $29.96, -9.3% WoW — auction pressure eased even as CAC stayed high, meaning the CAC problem is creative/audience, not media price.
og_video_ingr_mo partner-SHA is a real winner over 28 days: $55.6K / 370 NCs / $150 CAC / 100% probability of beating the $172 target. First clean SCALE call in weeks.
Blended-incl-Amazon CAC improved to $84 from $88 (-5.1% WoW), and the Thu 7/23 exit day printed the best D2C CAC of the fortnight at $109.78.
Jan 2026 subscriber cohort is the best in the visible history — 67.1% M1 / 51.5% M2 / 39.4% M3, all well above targets. Feb–Mar 2026 M1 also above target. Retention on recent NCs is improving even as acquisition is expensive.

❌ Going poorly

All three CAC lenses missed target: D2C $124 vs. $90, blended-incl-Amazon $84 vs. $75, pulse-legacy $125 vs. $85. NCs/day 295 vs. 600 target — under half. Revenue -3.4% WoW to $723K, MER 2.80x still below 3.0x.
Meta at 66% of paid spend delivered $235 click CAC / $181 survey CAC — both well above the ~$120 first-order target. One campaign (conv_all_ABO_sandbox) carried 56% of Meta at $190 CAC; concentration is fragility.
Site NC CVR fell to 1.37% from 1.50% (-0.13pt) on +5.3% sessions. Both cold (1.18% from 1.27%) and warm (2.24% from 2.39%) buckets softened inside themselves — not just a mix effect.
Klaviyo revenue is one send: Jul 21 TWB Newsletter drove $63.9K of the $71.5K weekly total (89%). The four $25 OFF pushes averaged 0.27–0.31% click rate, at/below the 0.3% floor despite 54–62% opens — subject/preview is doing the work, the offer is not converting.

💬 Worth discussing

Search click CAC ($76) vs. survey CAC ($252) diverge 3.3× on $41K of spend — consistent with 12-month brand-capture priors. A geo holdout on non-brand Search would settle whether we're paying to harvest demand Meta creates. Worth the ~$10–15K/wk of held-out spend for two weeks? Frame: what's the cost of being wrong in each direction.
YouTube spent $20K at $340 click CAC / $115 survey CAC. The lens gap is real and priors-consistent, but the channel has been in "test" posture for months without a graduation criterion. Decide the test's exit condition (survey-implied <$90 for 4 straight weeks? geo lift?) or the test just autopays forever.
Meta is 66% of paid with one campaign at 56% of Meta and no credible #2 concept in the WAIT pool that's cleared target. Do we brief a fresh concept batch this week, or double the trybe/UGC-Army testing budget (currently $10K at $439 CAC) knowing most tests miss? Tradeoff is speed of the next winner vs. dollars burned finding it.

❓ Not sure yet

Whether Thu 7/23's $110 D2C CAC is a real inflection or a one-day artifact — needs Mon–Wed of the coming week to read. If the front half of next week holds <$125, the exit was real.
Site CVR softened in both cold and warm buckets simultaneously — a mix explanation is incomplete. Could be seasonality, a UX regression, or checkout-sensor drift (GA4 begin_checkout has been degraded since May 18). A same-page CVR check across 4 weeks on /products/30-servings-tin would isolate site from mix.
Instagram organic and Intelligems both failed this run, so post-level engagement and independent Shopify-side CVR can't be cross-checked against GA4. One more clean pull resolves both.

Scorecard

13-week trends — solid line is 2026, dashed is 2025 YoY

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

$723K

Revenue

↓ 3.4% WoW

Last week: $748.6K

$258K

Ad Spend

↓ 5.5% WoW

Last week: $273.6K

2.80x

MER

↑ 2.2% WoW

Last week: 2.74x • Target: 3.0x

$125

Blended CAC

↓ 1.6% WoW

Last week: $127 • Target: <$85

$124

D2C CAC (tracker)

↑ 0.8% WoW

Last week: $123 • Target: <$90

$84

Blended CAC incl. Amazon

↓ 5.1% WoW

Last week: $88 • Target: <$75

295/day

New Customers

↓ 3.9% WoW

Last week: 307/day • Target: 600

—

iAOV

Intelligems n/a

Intelligems not pulled this run

1.42%

NC CVR (Shopify truth)

↓ 0.19pt WoW

GA4 purchaser CVR: 2.23%

$28.87

CPM

↓ 9.3% WoW

Last week: $31.82

0.79%

CTR

↓ 4.8% WoW

Last week: 0.83%

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	$171,926	731	$235	46.1% ±3.3	952	$181	lenses aligned
Search	$41,054	540	$76	7.9% ±1.8	163	$252	clicks over-credit 3.3× — likely OVER-spending
YouTube	$20,271	60	$340	8.5% ±1.9	176	$115	clicks under-credit 3.0× — likely UNDER-spending
TikTok	$1,795	1	—	3.7% ±1.3	76	$24	click-invisible — only the survey sees it
AppLovin (games)	$1,703	9	$189	0.6% ±0.5	12	$142	lenses aligned

Revenue was $723K (-3.4% WoW) on $258K spend (-5.5% WoW), pushing MER to 2.80x from 2.74x — still below the 3.0x target. The three CAC lenses tell different stories on the same week: legacy Blended CAC $125 (vs. $85 target, -1.6% WoW), tracker D2C CAC $124 (vs. $90 target, +0.8% WoW), and blended-incl-Amazon $84 (vs. $75 target, -5.1% WoW). The daily D2C strip shows Mon–Wed averaging ~$127 and Thu clearing at $110, so the weekly average masks a Thu-forward improvement; last Mon–Wed (Jul 13–15) ran $133–$154, so the exit shape is materially better than the prior week's opening. NCs/day slipped to 295 from 307, holding roughly half the 600 target. Note: the scorecard's $125 Blended CAC divides tracker spend by D2C-only NCs — the $84 lens including Amazon NTB is the truer blended read.

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 to 150.5K (+5.3% WoW) but purchases fell to 2,672 (-1.4% WoW), pulling GA4 purchaser CVR to 2.12% from 2.38% (-0.26pt) and Shopify-truth NC CVR to 1.37% from 1.50% (-0.13pt). ATC dropped -1.4% against +5.3% more sessions, consistent with a colder incoming traffic mix rather than a checkout break. The traffic-quality split confirms the pattern — both cold paid LPs (1.18% CVR, down from 1.27%) and warm traffic (2.24%, down from 2.39%) softened WoW within their own buckets.

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	$171,926	66%	731	$235	0.51x
Google Ads	$40,522	16%	535	$76	2.55x
YouTube Ads	$20,271	8%	60	$340	0.40x
Impact (affiliate)	$6,439	2%	114	$56	1.24x
AppLovin (Axon)	$1,703	1%	9	$189	0.53x
TikTok	$1,795	1%	1	n/a	0.01x
Google Canada	$532	0%	10	$52	9.53x
Other (Amazon organic reference, misc)	$15,293	6%	605	—	varies
Total (D2C tracker)	$258,481	100%	2,065	$125	2.80x

Meta held 66% of paid spend at $172K with click CAC $235; survey-implied CAC on the same spend is $181 (46.1% Fairing share × 2,065 D2C NCs), so both lenses put Meta materially above the ~$120 first-order target. Google Ads ran $40.5K at $76 click CAC — but the two-lens view shows Search survey-implied CAC of $252 on 7.9% survey share, and playbook context notes ~80% of Google efficiency historically comes from brand-term capture (og_search-brand: $32 CAC on 219 NCs). YouTube spent $20.3K at $340 click CAC vs. $115 survey-implied on 8.5% share, consistent with YouTube's 12-month pattern of clicks capturing under half its role. TikTok's $1.8K spend produced 1 tracked NC but 3.7% survey share (~76 implied NCs); the weekly survey sample of 857 responses means small-channel weekly shares carry ±1pt noise.

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	395	46.1%	44.5%	+1.6pt
Friend, Family or Colleague	97	11.3%	11.9%	-0.5pt
Other	81	9.5%	9%	+0.4pt
YouTube	73	8.5%	9%	-0.5pt
Online Search (i.e. Google)	68	7.9%	8.6%	-0.6pt
TikTok	32	3.7%	3%	+0.7pt
Podcast	18	2.1%	3%	-0.9pt
Someone I Follow On Social Media	18	2.1%	3.7%	-1.6pt
An Article	15	1.8%	1%	+0.7pt
Target	11	1.3%	0.7%	+0.6pt
Amazon	8	0.9%	0.3%	+0.6pt
Email Newsletter (i.e. Morning Brew)	6	0.7%	0.1%	+0.6pt

Meta held 46.1% survey share (+1.6pt WoW) on 395 of 857 responses, its highest reading in the 13-week trend. Word-of-mouth (Friend/Family/Colleague) sat at 11.3%, -0.5pt WoW and roughly flat against the 13-week 8.9–11.6% range. YouTube slipped to 8.5% (-0.5pt), Podcast to 2.1% (-0.9pt), and "Someone I Follow On Social Media" fell to 2.1% from 3.7% (-1.6pt). TikTok ticked up to 3.7% from 3.0%. Weekly sample is 857 responses, so single-pt moves on small channels are within noise.

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

$29.96 this week

CTR

0.74% this week

CAC (Northbeam)

$235 this week

New Customers

731 this week

Top 5 Campaigns by Spend

Campaign	Spend	% of Meta	NCs	CAC	ROAS
conv_all_ABO_sandbox	$96,219	56%	500	$190	0.75x
conv-Pur_all_CBO_Cost-cap_Winners_Incremental	$23,316	14%	108	$208	0.22x
conv-Pur_all_CBO_Incremental_Trybe-UGCArmy_Testing	$10,119	6%	21	$439	0.10x
conv-pur_all_ABO+_sandbox_7DC+1DET	$11,423	7%	28	$401	0.12x
conv-Pur_all_CBO_Promos_7DC+1DET	$6,579	4%	24	$262	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 2 WAIT 162 KILL 51target $172 · 95% confidence · 28d window · 35 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	$227,117	1374	$165	93%
WAIT	og_video_calm_mp_partner-SHA_MudvsMushroomCoffee-ShortenedRemix_	$114,308	695	$165	88%
SCALE	og_video_ingr_mo_partner-sha_what-is-the-difference-between-mudw	$55,638	370	$150	100%
KILL	og_static_4x5_promo_broad_partner-UGCARMY-Riley_july-4th_4th-of-	$19,279	72	$269	0%
WAIT	conv_og_costperresult_ASC_scaling_FOUNDER_vs_MushroomCoffee_OG_J	$18,414	96	$192	15%
WAIT	og_WK-27-20260630_video_UGCARMY-AlecVagnozzi_july-4th-promo_tryb	$17,309	88	$197	11%
WAIT	og_video_promo_broad_no-partner_if-youve-been-thinking-about-try	$13,048	69	$188	25%
WAIT	og_video_calm_mp_partner-SHA_MudvsMushroomCoffee-ShortenedRemix_	$11,552	74	$157	80%
WAIT	conv_og_sales_ABO_testing_Expensive_OG_Kitchen_July 3 9x16 V1 -	$9,300	46	$200	17%
WAIT	og_video_ingr_mo_partner-sha_what-is-the-difference-between-mudw	$7,040	47	$149	85%
WAIT	conv_og_sales_ABO_testing_Expensive_OG_Kitchen_July 3 9x16 V1 -	$6,940	36	$193	27%
KILL	og_static_9x16_promo_broad_july-4th_the-revolution-starts-tomorr	$5,993	16	$376	0%
KILL	tof_ogmudwtr_reach_broad_Cory_JoeRogan_mud	$5,570	0	—	0%
KILL	og_WK-27-20260630_video_UGCARMY-CharlieBanham_july-4th-promo_try	$5,271	16	$331	0%
WAIT	og_wk-26-2026_AI-video-50_promo_broad_UGC-ARMY-Bashar_july-4th-p	$4,691	25	$187	39%
KILL	og_WK-25-2026_video-_econ_broad_partner-SHA_why-mud-is-expensive	$3,396	10	$324	2%

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	1	$67,888	33.5%	$191	—
og video calm mp	1	$24,341	12%	$212	—
conv og costperresult asc	1	$14,003	6.9%	$228	—
og video ingr mo	1	$11,800	5.8%	$191	—
what s the difference	1	$10,618	5.2%	$226	—
eav pmax	1	$9,107	4.5%	$82	—
807841218234 responsive search ad	1	$6,283	3.1%	$85	—
816783414183 shopping product ad	1	$5,447	2.7%	$279	—

Meta ran $171.9K at click CAC $235 on 731 tracked NCs; survey-implied CAC is $181 on 952 implied NCs (46.1% Fairing share × 2,065 D2C NCs) — both lenses put Meta above the ~$120 first-order target, though CPM improved to $29.96 (-9.3% WoW). One campaign, conv_all_ABO_sandbox, carried 56% of Meta spend at $96.2K / 500 NCs / $190 CAC; the top 5 campaigns account for ~86% of Meta spend. The trailing-28-day view flags 2 SCALE, 162 WAIT and 51 KILL ads against a $172 target, with the top-spending unit (conv_og_sales_ABO_testing_FOUNDER vs MushroomCoffee, $227K / 1,374 NCs / $165 CAC) sitting in WAIT at 93% probability of beating target. July-4th-tagged promo creatives (Riley pink background $269, Charlie Banham $331, "revolution starts tomorrow" $376, "why mud is expensive v2" $324) collectively spent ~$34K post-holiday at 0–2% probability of beating target.

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

$25.64 this week

CTR

0.94% this week

CAC (Northbeam)

$76 this week

New Customers

535 this week

Campaign	Spend	Impressions	CTR	NCs	CAC	ROAS
og_search-brand	$7,134	23,590	29.3%	219	$32	5.80x
og_search-conquesting	$8,738	79,242	3.3%	86	$101	1.91x
eav_pmax	$9,107	199,667	2.0%	121	$73	0.76x
eav-shopping	$5,447	136,137	0.6%	20	$279	0.21x
og_coffee_search-nb_caffeine-sensitivity	$3,688	16,750	6.2%	20	$175	1.08x
og_search-nb_mushroom-coffee	$2,379	15,817	4.4%	22	$108	4.27x
og_pmax_retargeting	$2,305	23,543	3.8%	20	$113	8.81x
all_shop-brand	$714	56,641	0.8%	18	$37	10.58x
og_search-nb_coffee-alternative	$1,009	6,621	3.7%	4	$229	2.30x
Total	$40,521	558,008	—	530	$76	2.55x

Google Ads (D2C, ex-YouTube) ran $40.5K at $76 click CAC on 535 NCs; Fairing survey share for Search was 7.9%, implying ~163 survey NCs and a survey CAC of $252 on comparable spend — consistent with Search's 12-month 2.7× click over-crediting pattern. Brand-term og_search-brand delivered the strongest unit economics ($32 CAC, 5.80x ROAS on 219 NCs) alongside all_shop-brand ($37 CAC, 10.58x); non-brand units ranged $101–$279 CAC. eav-shopping ran $5.4K at $279 CAC / 0.21x ROAS, and og_search-nb_coffee-alternative ran $1.0K at $229 / 4 NCs. YouTube Ads spent $20.3K at click CAC $340; survey-implied CAC is $115 on 8.5% Fairing share, a 3.0× gap consistent with YouTube's 12-month under-crediting.

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

Total sessions reached 150.5K (+5.3% WoW) but purchases fell to 2,672 (-1.4%), so the added sessions were lower-intent on average. Cold paid LP sessions grew to 65.7K (+4.2%) and warm sessions to 84.8K (+6.2%), with paid share of site traffic holding at 43.6% (vs. 44.1% prior). Warm sessions still rose while their CVR softened to 2.24% from 2.39%, so the underlying warm mix itself cooled slightly.

Sessions

150,481

↑ 5.3% WoW

Engagement Rate

80.8%

↑ Improved

Bounce Rate

19.2%

↑ from 14.1%

Purchaser CVR (GA4)

2.12%

↓ 0.26pt 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	150,481	2,672	2.12%	↓ 0.26pt	Site purchases GA4 can see (~10% under)
NC CVR (Shopify truth)	150,481	2,065	1.37%	↓ 0.13pt	New customers per session — acquisition truth
Intelligems (Shopify-side)	—	—	—	—	Independent Shopify-side sensor; excludes renewals

Intelligems not pulled this run — cached snapshot is stale (covers Jul 13, not Jul 20).

Top Landing Pages — GA4 vs. Shopify-Side CVR

Landing Page	GA4 Sessions	GA4 CVR	IG Sessions	IG CVR	IG CVR WoW
/pages/rise-2	43,864	1.12%	—	—	—
/pages/compare-listicle-og	21,796	1.44%	—	—	—
/products/30-servings-tin	21,606	3.17%	—	—	—
/ (homepage)	22,226	2.21%	—	—	—

Intelligems per-LP unavailable this run — GA4 view only.

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

65.7K

44% of site • ↑ 4.2% WoW

Cold paid LP CVR

1.18%

Last week: 1.27%

Warm sessions

84.8K

↑ 6.2% WoW

Warm CVR

2.24%

Last week: 2.39%

Top Landing Pages

Landing Page	Sessions	CVR	Bounce Rate	Engagement	Status
/pages/rise-2	43,864	1.12%	18.0%	82.0%	Highest traffic LP
/ (homepage)	22,226	2.39%	20.9%	79.1%	Above 2% floor
/pages/compare-listicle-og	21,796	1.44%	16.3%	83.7%	Below 2% floor
/products/30-servings-tin	21,606	3.59%	16.5%	83.5%	Best CVR on volume
/collections/shop	4,809	4.08%	10.8%	89.2%	Strong CVR
/products/coffee-starter-kit	3,523	2.83%	16.3%	83.7%	Above floor

/pages/rise-2 carried 43.9K sessions (29% of site) at 1.12% CVR, and /pages/compare-listicle-og drove 21.8K at 1.44% — both cold prospecting LPs, tracked as a group in the traffic-quality split. Warm pages held their band: /products/30-servings-tin 3.59% CVR on 21.6K sessions, homepage 2.39% on 22.2K, /collections/shop 4.08% on 4.8K. Bounce rate rose to 19.2% from 14.1% site-wide, and engagement rate to 80.8%.

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

109,931

↓ 1,278 net this week

New Subscribers

1,956

This week

Net Change

-1,526

Last week: -1,195

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 subscribers stood at 109,931 with net change -1,526 this week vs. -1,195 last week; the daily Omni feed shows negative net every day of the week, consistent with the Recharge billing-cycle pattern that runs late-month. Cohort retention shows Jan 2026 as the standout (67.1% M1 / 51.5% M2 / 39.4% M3, well above the 61/45/36 targets), and Feb–Mar 2026 both hold above target M1. Older 2025 cohorts (Apr, Jun) sit at or slightly below targets through M6.

Email & SMS▶

Email & SMS

Campaign + flow performance

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

Campaigns Sent

This week

Total Recipients

1.40M

Across 6 sends

Klaviyo Attributed Revenue

$71.5K

Direct-attributed conversions

Send Date	Campaign	Recipients	Open Rate	Click Rate	Revenue
Jul 21	TWB Newsletter	212,460	52.4%	0.84%	$63,897
Jul 22	$25 OFF Offer Push	232,706	62.3%	0.31%	$1,824
Jul 23	$25 OFF Offer Push	232,196	62.5%	0.31%	$1,967
Jul 24	Benefits of lab-grown mushrooms	313,090	55.4%	0.26%	$1,911
Jul 25	$25 OFF Offer Push RE-SEND	312,495	54.4%	0.27%	$1,881
Jul 26	Target July Promo Reminder	96,866	48.8%	0.35%	$25

Klaviyo attributed $71.5K across 6 sends to 1.40M recipients. The Jul 21 TWB Newsletter drove $63.9K — 89% of the week's email revenue — at 52.4% open and 0.84% click on 212K recipients. The other five sends collectively drove ~$7.6K; the four $25 OFF/promo pushes averaged 0.27–0.31% click rate, below the 0.3% playbook floor for revenue-driving sends despite 54–62% open rates. Note: the Jul 26 Target promo reminder generated $25 in Klaviyo-attributed revenue, likely reflecting a wholesale-focused audience where D2C attribution wouldn't apply.

Instagram Organic▶

Instagram Organic

@mudwtr

FOLLOWERS · Meta Graph API (IG business account 17841407401053372)

Followers

383,921

Total account followers

Media Count

1,830

All-time posts

Posts This Week

—

Post-level data unavailable

Post-level metrics unavailable this run (Meta Graph API returned upstream error). Follower count is current.

Account followers stood at 383,921 across 1,830 lifetime posts. Post-level engagement data was unavailable this run (Meta Graph API upstream error), so weekly posting cadence, reach, and engagement can't be evaluated from this pull.

Industry News▶

Industry News

Web search · Last 30 days · MUD\WTR + Ryze + Four Sigmatic + Everyday Dose + Space Goods

SEARCH INTEREST · google-trends-api (unavailable this run) NEWS · Google News RSS

Google Trends unavailable this run — brand/competitive interest charts skipped. News feed below.

9 news items across the mushroom-coffee set in the last 30 days: 1 MUD\WTR direct (AOL "13 Absolute Best Mushroom Coffee Brands" roundup, Jul 22), plus Four Sigmatic, Ryze, Everyday Dose, and Space Goods appearing in Good Housekeeping, Taste of Home, USA Today, and WorldHealth.net roundups. Four Sigmatic secured a standalone product feature (new mushroom protein coffee, Taste of Home) and Everyday Dose/Ryze led a dietitian-reviewed piece; MUD\WTR appears in the AOL roundup only. Google Trends unavailable this run, so competitive search interest can't be quantified.

AOL.ca · MUD\WTR

13 Absolute Best Mushroom Coffee Brands, According To Online Reviews

Recent roundup ranking mushroom coffee brands based on online consumer reviews. Published July 22.

WorldHealth.net · Ryze

4 Leading Mushroom Coffee Brands: Ranked by Flavor, Mushroom Count, and Value

Comparison of top 4 mushroom coffee brands including Ryze. Published July 8.

USA Today · Category

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

Mainstream coverage of caffeine jitters mentioning mushroom coffee alternatives (Everyday Dose referenced). Published July 12.

Taste of Home · Four Sigmatic

Four Sigmatic's New Mushroom Protein Coffee Simplified My Morning Routine

Product feature on Four Sigmatic's new mushroom protein coffee — positive review. Published June 29.

Good Housekeeping · Category

10 best mushroom coffees for an alternative morning pick-me-up, tried and tested

Roundup includes Four Sigmatic and Space Goods among 10 tested brands. Published July 3.

Taste of Home · Everyday Dose + Ryze

The Best Mushroom Coffee for Focus and Wellness, Tested by a Dietitian

Dietitian-reviewed roundup featuring Everyday Dose and Ryze prominently. Published July 1.