Week of June 29 – July 5, 2026

Revenue landed at $841K (+8.6% WoW) on $287K spend (-6.2% WoW), lifting MER to 2.94x from 2.54x. Blended CAC came in at $109.58 (-19.7% WoW) on 374 NCs/day, and site CVR held above the 2% floor at 2.45%. CAC remains well above the $85 target, and the $109.58 print sits at the top edge of the $80–$120 truth band for MUD\WTR — the improvement is directional but the metric is still off target.

Sessions were roughly flat WoW at 173K while ATCs jumped 35% to 10.4K and purchases rose 17% to 2,616, pulling CVR to 2.43% (+0.4pt). The bigger move happened mid-funnel — the ATC-to-checkout step tightened rather than top-of-funnel volume expanding. Note: the funnel table shows 2,616 purchases while the summary file lists 3,369 for the same week; the scorecard and channel totals reconcile to 2,616, so the 3,369 figure may be an Omni orders-vs-Shopify-customers mismatch worth spot-checking.

Facebook carried 65% of spend ($186K) at $187 NB-attributed CAC on 995 NCs, while Google Ads ran $28.8K at $59 CAC / 3.02x ROAS and YouTube ran $20.8K at $313 CAC / 0.54x ROAS. Non-Northbeam "Other" ($32K spend, 960 NCs, $33 CAC) accounted for the majority of NC volume outside Meta. Note: Facebook's NB-attributed CAC of $187 is materially above the ~$120 Meta first-order band, while blended CAC is $110 — the gap between NB-channel CAC and blended CAC is behaving as expected for this account (NB attribution running below Shopify truth), but Meta first-order economics remain off target.

Meta ran $186K at $187 NB-attributed CAC on 995 NCs, with CPM at $40.67 (in the $40–55 healthy band) and CTR at 1.04%. conv_all_ABO_sandbox absorbed 56% of Meta spend ($104K) at $158 CAC and 646 NCs, while the Trybe-UGCArmy adsets ($4.6K combined across three) came in at $749–$1,240 CAC on ~5 NCs total with sub-0.65% CTRs. The Founder-vs-MushroomCoffee July 4 listicle-LP creative was the single largest allocation at $57K / $146 CAC / 31% thumbstop — the workhorse this week, though CAC is still above the ~$120 Meta first-order band.

Brand Search ran $12.9K at $45 CAC / 3.67x ROAS on 281 NCs, carrying most of Google's efficiency — 53% of Google-family NCs came from the brand-term campaign. Non-brand search cells (Caffeine-Sensitivity $97, Mushroom Coffee $105, Coffee Alternative $172) sit at or above the $85 blended target. YouTube Relaunch #2 ran $20.8K at $313 CAC / 0.54x ROAS on a 0.23% CTR, which is a materially different economic profile than the search cells beneath it in this table.

Direct + organic search sessions sit near the 13-week trailing average, with no notable break in either direction this week. Brand demand has held steady through the July 4 window rather than spiking, matching the overall flat sessions pattern (173K, ~flat WoW).

Cold-traffic LPs /pages/rise-2 (54K sessions, 1.26% CVR) and /pages/compare-listicle-og (28K sessions, 1.45% CVR) both sit below the 2% floor, while warm surfaces converted well — /products/30-servings-tin at 3.92%, homepage at 3.20%, /products/coffee-starter-kit at 4.16%. The rise-2 LP alone represents 31% of tracked landing sessions, so its 1.26% CVR is the dominant drag on blended site CVR even as the overall number improved to 2.43%.

Active subscribers closed the week at 111,920, with daily net-sub prints ranging from -397 (Jun 30) to +63 (Jul 4) — the negative early-week / positive late-week pattern that typically aligns with the Recharge billing cycle. Net for the week totaled roughly -1,077 across the seven days shown. The Jan 2026 cohort continues to stand out (67.1% M1, 51.5% M2, 39.4% M3 — all above target), while Apr and Jun 2025 cohorts remain below target through Month 4.

Six broadcasts drove $88K in email revenue (~10.5% of total), with the Jun 30 TWB Newsletter alone contributing $70K — 80% of weekly email revenue on a 52.3% open rate and 0.76% click rate. Open rates on all six sends ranged 51%–63% (healthy per the >50% benchmark), but click rates on the two 4th of July promo sends and the Target July Promo came in at 0.28%–0.47%, below the 0.3% floor called out in the playbook for revenue-driving sends. The Target July Promo (96.8K recipients, $48 revenue) is the notable outlier for revenue-per-send.

@mudwtr closed the week at 382,347 followers with 1,816 total lifetime posts. Post-level engagement, reach, and weekly posting cadence were not returned by the Graph API this pull, so per-post performance can't be assessed this week. Note: with post-level data missing, we can't verify whether posting cadence held vs. prior weeks — flagging so the next pull can confirm.

14 news items surfaced this week across the category with 0 relevant Reddit posts. Coverage skewed to mushroom-coffee roundups (WIRED, Good Housekeeping, Taste of Home) in which MUD\WTR appeared alongside Ryze, Four Sigmatic, Everyday Dose, and Space Goods. Notable competitor data point: Ryze publicly reporting $300M ARR / $222.9M valuation (GetLatka); Four Sigmatic launched a mushroom protein coffee and expanded Whole Foods shelf presence with a functional creamer.