Week of July 6 – July 12, 2026

Revenue landed at $786K (↓6.6% WoW) on $276K spend (↓3.1%), with MER at 2.85x vs. 2.96x prior. The three CAC lenses tell a consistent story: scorecard Blended CAC $107 (vs. $85 target), tracker D2C CAC $105 (vs. $90 target), and blended incl. Amazon $79 (vs. $75 target) — all three sit above target but each ticked down 1–3% WoW. Inside the week the daily D2C CAC ran $82–$88 Tue–Wed post-holiday, then climbed to $117 Thu, $117 Fri, and $131 Sun; the weekly average masks a deteriorating exit into the current week.

Sessions jumped 11% WoW to 181K while purchases fell 3.2% to 3,261 and ATCs fell 2.9%, so more traffic converted at a lower rate. GA4 purchaser CVR dropped 0.27pt to 1.80% (below the 2% floor) and Shopify-truth NC CVR fell 0.18pt to 1.42%. Cold paid LP sessions grew 12.7% WoW vs. warm sessions up 9.9%, so the added volume skewed slightly colder in mix.

Facebook took 67% of spend at $185K with a Northbeam CAC of $186 and 0.60x ROAS; Google Ads carried 10% at $55 CAC and 4.20x. YouTube absorbed $21K (8% of mix) at $337 CAC and 0.51x ROAS, and Amazon returned 14.08x on $5.4K ad spend. Note: Northbeam-attributed NCs (2,570) match the tracker D2C NC count exactly this week — per the playbook NB is typically 30–40% lower than Shopify truth, so channel-level NC allocation here likely under-counts organic/direct pickup.

993 new customers answered this week (vs. 1047 prior). Meta held at 48.0% of self-reported discovery (+0.5pt); word-of-mouth ("Friend, Family or Colleague") at 10.6% and online search at 7.4% (+1.1pt) are the biggest click-invisible sources. YouTube self-reports at 7.3% (−2.4pt WoW) — roughly 188 of the week's 2,570 new customers at that share, versus the 63 Northbeam credits via clicks: survey-implied YouTube CAC is ~$113, not the $337 the click model shows. Note: survey shares are claimed influence and can reflect multi-touch memory, not last click. YTD context: YouTube’s survey share has run 6–15% all year (peak 14.7% the week of Jun 1) and has now faded four straight weeks to 7.2% — chronically under-credited by clicks, but genuinely cooling. Word-of-mouth sits at ~10% — down from January’s 13%, but the 12-month view shows January is the seasonal peak (holiday gifting + resolutions) and the current share is flat vs. last July (10.4% vs 10.3%): stable, not eroding. Full picture: WoM 12-month deep dive.

Meta ran $185K at $186 Northbeam CAC (vs. ~$120 first-order target) with CPM at $34.07 (↓) and CTR at 0.96% (↓ from 1.09%). conv_all_ABO_sandbox absorbed 52% of Meta spend ($96K) at $145 CAC, and the FOUNDER vs Mushroom Coffee listicle carried 30% of Meta on its own ($56K, $149 CAC, 30.2% thumbstop). Promo-tagged campaigns kept spending after the July 4 window closed: ABO+ SCALE-Promos ran $18K at $258 CAC and ABO+ Promos ran $15K at $341 CAC, and the top "Creatives to Kill" list is dominated by July 4-tagged units still live post-promo.

Google US ran $32K at $63 blended CAC and 3.62x ROAS. Brand Search + Shop Brand together drove 346 NCs (67% of Google's 515 NCs) at $37 combined CAC on $13.5K spend — the efficiency is concentrated in brand-term bidding. Non-brand campaigns tell a different story: NB Caffeine Sensitivity at $138 CAC, NB Coffee Alternative at $169, and Search Conquesting at $92 vs. the $85 blended target.

Direct + organic search sessions are running in line with the 13-week average, with a small week-over-week uptick coming out of the July 4 window. Brand-term efficiency in Google (Brand Search $40 CAC, Shop Brand $30 CAC) is consistent with brand demand holding steady rather than accelerating.

Sessions grew 11% to 181K but the cold-paid LP bucket carried the growth (+12.7% WoW to 84.9K, 47% of the site) at 1.19% CVR vs. 1.33% prior; warm sessions grew 9.9% but warm CVR fell from 2.70% to 2.33%. rise-2 (54.8K sessions, 1.31% GA4 CVR) and listicle-og (30K, 1.32%) both sit below the 2% floor but are cold prospecting LPs by design, not directly comparable to warm PDPs like /products/30-servings-tin (4.56% CVR). Intelligems' own decomposition attributes ~43% of the sitewide -7.8% CVR drop to visitor-mix shift rather than page performance.

Active subscribers ended the week at 111,072, down from 112,029 a week prior (net -957 across seven days). Daily net subs ran negative every day of the week, ranging -39 to -278, consistent with a Recharge billing window landing mid-week. Recent cohorts (Oct 2025–Mar 2026) are all tracking at or above target across observed months, with Jan 2026 at 67.1% / 51.5% / 39.4% for M1–M3.

Nine sends drove $83.6K in email revenue (~11% of total revenue). The TWB Newsletter on Jul 7 carried $73,053 — 87% of total email revenue — on a 46.5% open rate and 0.80% click rate. The other eight sends combined for $10.5K, and four of them posted click rates at or below 0.31%.

Follower count sits at 383,253 with 1,821 lifetime posts. Post-level metrics did not return from the Graph API media edge this pull, so engagement and reach are unavailable for the week.

13 Google News hits and 0 Reddit surfaces across the tracked brands this week. Coverage is category-heavy: Good Housekeeping, WIRED, Taste of Home, and WorldHealth.net each ran mushroom coffee roundups featuring MUD\WTR alongside Ryze, Four Sigmatic, and Everyday Dose. Four Sigmatic drew a standalone product-review piece for a new mushroom protein coffee SKU.