All Reports

Week of March 24 – 30, 2026

Generated Monday, March 31, 2026 • Northbeam Attribution (Clicks Only, 1-Day Click)

The Pulse

Marketing delivered $1.09M in revenue on $303K spend (3.60x MER) with 2,742 new customers at $111 blended CAC. NC volume averaged 392/day — 31% below the 90-day benchmark of 566/day. Efficiency (MER) improved 12% vs the 90-day average but volume continues to underperform. Primary concerns: CAC at $111 vs $88 benchmark, and tof_awr_eng_fyf still spending $7.1K/week with zero new customers.

Funnel & Scoreboard

12.9M Impressions
→
0.99% CTR
→
127K Sessions
→
~2.1% CVR
→
2,742 New Customers
$1.08M
Revenue
↑ 0.4% YoY
2025 same week: $1.07M
$301K
Ad Spend
↑ 16% YoY
2025 same week: $258K
3.58x
MER
↓ 14% YoY
2025 same week: 4.15x
$117
ncCAC
↑ 87% YoY
2025 same week: $63
2,570
New Customers
↓ 38% YoY
2025 same week: 4,129 · 367/day vs 590/day
1.03%
CTR
↑ 36% YoY
2025 same week: 0.76%
$25.03
CPM
↓ 1% YoY
2025 same week: $25.22
124K
Site Visits
↑ 59% YoY
2025 same week: 78K
~2.1%
Site CVR
GA4 pending
Supermetrics reconnecting
What’s Happening

The headline number is the NC decline: 2,570 this week vs 4,129 last year (−38% YoY). This isn’t a blip — the 12-week sparkline shows NC has been consistently below the 2025 line since late February. We’re acquiring fewer customers despite spending 16% more and driving 59% more site visits. That math only works if something is broken in the middle of the funnel.

Here’s what the data is telling us:

1. The top of funnel is actually working better. CPMs are flat YoY ($25 vs $25), CTR is up 36% (1.03% vs 0.76%), and site visits are up 59% (124K vs 78K). We’re getting more people to the site for roughly the same cost per thousand. The ad delivery layer is not the problem.

2. The conversion layer is the bottleneck. With 59% more visits but 38% fewer new customers, the implied visit-to-purchase conversion rate dropped from roughly 5.3% to 2.1% — a 60% decline. This points to either landing page degradation, offer/pricing changes, audience quality shifts, or a combination of all three.

3. CAC has nearly doubled YoY ($117 vs $63). This is the most alarming metric. The 12-week trend shows it was manageable in January ($74-$79) but has steadily climbed. It broke $100 in late February and hasn’t come back down. The Feb spike coincides with the scaling push (spend peaked at $462K that week) — we scaled too fast and the efficiency didn’t hold.

4. MER is down 14% but still positive (3.58x). Revenue is essentially flat YoY ($1.08M vs $1.07M), which means returning customer revenue is compensating for the new customer decline. This isn’t sustainable — if you don’t fix acquisition, the returning customer pool shrinks over time.

What to investigate this week:

  • Landing page audit: Compare conversion rates on /pages/rise-2 and /products/30-servings-tin vs 90 days ago. If CVR dropped on your highest-traffic pages, that’s the lever.
  • Audience quality: Check if the traffic mix shifted — are we sending more cold prospecting traffic (which converts worse) vs last year’s mix?
  • Offer/pricing: Did anything change on the site — pricing, discount strategy, checkout flow, subscription terms? Even small changes compound at this traffic volume.
  • Spend pacing: We peaked at $462K/week in mid-Feb and NC peaked the same week. Since then spend dropped to $301K but NC dropped faster. The efficiency curve may have permanently shifted — or we pulled back from the wrong campaigns.

DTC Channel Performance

Channel Spend NC CAC Revenue ROAS CTR CPM
Facebook Ads $206,248 983 $210 $251,707 1.22x 0.55% $24.32
Google Ads $30,526 513 $59 $150,728 4.94x 6.46% $141.98
GeistM $20,599 38 $540 $15,015 0.73x — $8.72
AppLovin $14,689 58 $252 $18,865 1.28x 3.43% $92.84
YouTube Ads $13,052 51 $258 $42,092 3.22x 0.45% $19.37
Amazon $11,076 0 N/A $110,086 9.94x — $18.40
FB Canada $3,496 17 $200 $10,193 2.92x 1.09% $28.03
Snapchat $1,495 6 $249 $1,807 1.21x 2.16% $7.28
Microsoft Ads $1,400 46 $31 $9,443 6.74x 3.66% $56.57
Google CA $580 8 $74 $8,406 14.50x 7.61% $47.00
Facebook Ads drove 68% of total ad spend ($206K) and 36% of new customers (983 NC) at $210 CAC — above the $88 benchmark. Google Ads remains the efficiency leader at $59 CAC with 4.94x ROAS on $30.5K spend. Microsoft Ads is quietly excellent at $31 CAC but severely under-invested at $1.4K. tof_awr_eng_fyf continues to burn $7.1K/week with zero attributed new customers — this campaign should have been killed weeks ago.

Channel Recommendations

REALLOCATE: Microsoft Ads ($31 CAC) is 10x more efficient than Facebook ($210 CAC) but gets 150x less budget. Test 5-10x budget increase.
AUDIT: GeistM ($540 CAC, 0.73x ROAS) spent $20.6K for 38 NC. At this efficiency, every dollar here would produce 7x more NC if moved to search.
INVESTIGATE: Amazon shows $11K spend with 0 NC attributed but $110K revenue. The NC attribution may be broken, or these are all repeat purchases.
MONITOR: Snapchat ($249 CAC on $1.5K) has decent CTR (2.16%) and the cheapest CPM ($7.28). Worth a controlled test at $3-5K/week.

Meta Deep Dive

12-week trends — Facebook Ads + Facebook Ads Canada

CPM
CTR
CAC
New Customers

Top 10 campaigns by spend

Campaign Spend NC CAC Rev ROAS CTR CPM eCPC
conv_all_ABO_scaling_7day $92,750 580 $160 $83,272 0.90x 1.02% $31.62 $3.10
conv_og_sales_ASC_top-ads_relaunch $61,119 280 $219 $14,817 0.24x 0.51% $32.64 $6.43
TQE - CBO - acq - conversion - tCPA $11,960 18 $650 $2,366 0.20x 0.19% $18.20 $9.60
conv_ABO_persona-testing $11,605 17 $682 $989 0.09x 0.44% $32.01 $7.27
conv_all_ABO_coffee $7,167 36 $199 $5,372 0.75x 0.46% $27.44 $6.00
tof_awr_eng_fyf $7,148 0 N/A $20 0.00x 0.03% $4.05 $13.41
marpipe_test $5,542 23 $239 $2,227 0.40x 0.40% $21.25 $5.25
conv_ASC_coffee_new-ads $4,984 7 $689 $421 0.08x 0.43% $43.36 $10.08
ca_nourish_asc_scaling $1,748 6 $274 $3,985 2.28x 1.33% $25.95 $1.95
ca_asc_scaling_reboot $1,748 12 $145 $3,131 1.79x 0.81% $30.47 $3.78
The main scaling campaign (conv_all_ABO_scaling_7day) has the highest CTR at 1.02% and efficient $3.10 eCPC, confirming the creative is engaging — the $160 CAC is a post-click conversion issue. The relaunch campaign ($61K) has half the CTR (0.51%) at similar CPM ($32.64), meaning the audience is less responsive. tof_awr_eng_fyf has an appalling 0.03% CTR at $4.05 CPM — it's getting cheap impressions that nobody clicks or converts on. This is pure waste. The Canada campaigns (ca_nourish and ca_asc_scaling) show strong CTRs (1.33% and 0.81%) at reasonable CPMs, validating the continued Canada investment.

Meta Recommendations

KILL tof_awr_eng_fyf immediately. 0.03% CTR, $4.05 CPM, $13.41 eCPC, 0 NC. This campaign is buying the cheapest impressions possible and getting nothing from them. Reallocate the $7.1K/week to the scaling campaign.
REDUCE conv_og_sales_ASC_top-ads_relaunch by 50%. At $61K spend, 0.51% CTR, and $219 CAC, this campaign is getting half the engagement of the scaling campaign at similar CPMs. Cut to $30K and redistribute.
PAUSE conv_ABO_persona-testing and conv_ASC_coffee_new-ads. $682 and $689 CAC respectively with sub-0.5% CTRs. Neither the audiences nor the creatives are working.
SCALE ca_asc_scaling_reboot. $145 CAC, 0.81% CTR, 1.79x ROAS on just $1.7K. Double the budget to $3.5K/week and monitor for diminishing returns.
INVESTIGATE the post-click funnel for conv_all_ABO_scaling_7day. At 1.02% CTR and $3.10 eCPC, the creative is doing its job. The $160 CAC suggests landing page or checkout friction is killing conversions.

Creative Highlights

★ Breadwinners — Top 5 by Volume + Efficiency (30-day view)
Format Ad 30d Spend NC CAC CPM ROAS Links
Video Founder OG Iced Recipe (scaling_7day) $6,045 48 $126 $40.26 1.62x Ad ↗ · LP ↗
Video Founder OG Iced Recipe (CPR adset) $12,479 79 $159 $35.81 0.30x Ad ↗ · LP ↗
GIF GIF Animation value-driven concept (june_refresh) $4,002 28 $141 $34.24 2.01x Ad ↗ · LP ↗
Static Statics84 - Copy (scaling_7day) $4,218 32 $133 $20.22 0.79x Ad ↗ · LP ↗
Static STATICS37 - Copy (CPR adset) $7,225 38 $192 $15.69 0.92x Ad ↗ · LP ↗
These 5 ads drive 225 of the account's new customers over 30 days on $34K combined spend. The Founder OG Iced Recipe video appears twice — once in the scaling campaign ($126 CAC, 1.62x ROAS) and once in CPR ($159 CAC, 0.30x ROAS). Same creative, very different efficiency depending on the adset. The GIF Animation is the best ROAS in the entire account at 2.01x. These are the ads keeping the account alive — protect their budgets.
Top 5 by Spend (this week)
Format Ad Spend CPM CTR Thumbstop NC CAC Links
Static TQE - Thomas - Original Starter Kit Static2 $5,487 $19.24 0.23% — 13 $433 Ad ↗
Video Founder OG Iced Recipe (hvlc) $4,448 $33.01 0.43% 14.3% 24 $184 Ad ↗ · LP ↗
Static TQE - Jenna - Static 3 $1,937 $20.61 0.26% — 3 $584 Ad ↗
Video Founder OG Iced Recipe (hvlc v2) $1,820 $20.73 0.29% 9.9% 6 $290 Ad ↗ · LP ↗
GIF Retail Sprouts GIF $957 $8.51 0.00% 35.6% 0 N/A Ad ↗
Worst 5 — Kill or Reduce
Format Ad Spend CPM CTR Thumbstop NC CAC Links
Static TQE - Jenna Static 1 $513 $19.42 0.27% — 1 $616 Ad ↗
GIF GIF Animations v6 value-driven $585 $24.45 0.44% 19.1% 1 $585 Ad ↗ · LP ↗
Static TQE - Jenna Static 3 $1,937 $20.61 0.26% — 3 $584 Ad ↗
Static TQE - Thomas Static2 $5,487 $19.24 0.23% — 13 $433 Ad ↗
Video Calm-Seeker OG Pikes Place $461 $21.17 1.07% 40.8% 1 $345 Ad ↗ · LP ↗
Showing Potential — Scale to Validate
Format Ad Spend CPM CTR Thumbstop NC CAC Links
Video SHA MushroomCoffeeComparison (Canada) $156 $29.72 0.75% 28.5% 2 $78 Ad ↗ · LP ↗
Video Calm-Seeker OG SHA Caffeine (v2) $100 $38.17 0.30% 27.9% 1 $100 Ad ↗ · LP ↗
Video Gut-Guardian Coffee Proprietary $315 $44.14 0.57% 34.5% 2 $157 Ad ↗ · LP ↗
Video Calm-Seeker Coffee UGC Candace $168 $33.84 0.35% 37.2% 1 $168 Ad ↗ · LP ↗
Video Calm-Seeker Coffee L-Theanine $485 $77.76 0.62% 35.8% 2 $242 Ad ↗ · LP ↗
Top 5 by spend: The biggest spender (TQE Thomas Static2, $5.5K) is also the most inefficient at $433 CAC with no thumbstop data (statics don't generate this metric). The Founder OG Iced Recipe video ($4.4K) has a 14.3% thumbstop rate and is the only top-spend creative with a reasonable CAC ($184). The Retail Sprouts GIF has the highest thumbstop (35.6%) but zero clicks or conversions — it’s engagement bait that doesn’t drive action.

Worst 5: TQE agency statics dominate with $616, $584, and $433 CAC. Notably, the Calm-Seeker Pikes Place video has a 40.8% thumbstop rate but $345 CAC — people stop scrolling but don’t convert. The creative hooks attention but the offer or landing page isn’t closing.

Potential winners: All 5 are videos with strong thumbstop rates (27-37%). The SHA MushroomCoffeeComparison from Canada leads at $78 CAC with 28.5% thumbstop — test this in the US immediately. The Gut-Guardian Proprietary video (34.5% thumbstop, $157 CAC) has been flagged 3 weeks running and continues to hold up. These ads need $500-1K/day budgets to validate.

Creative Recommendations

PRODUCE 3-5 new GIF variations of winning concepts. GIF format historically delivers 2.24x ROAS but only gets 5.6% of spend.
PAUSE all TQE - Jenna creatives. $616, $584, and $282 CAC across three statics. These are actively hurting the account.
INCREASE daily budget on Founder OG Iced Recipe video. At $4.4K/week and $184 CAC, this creative has room to scale 2-3x.
LAUNCH new creative tests in the scaling campaign. Only the Iced Recipe concept is performing — the account is dangerously reliant on one creative.
TRACK: Creative velocity is down. Push the team to launch 10+ new creatives per week to maintain testing velocity.

Google Ads Deep Dive

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

CPM
CTR
CAC
New Customers

All campaigns by spend

Campaign Spend NC CAC Rev ROAS CTR CPM
og_search-conquesting $15,688 178 $88 $24,513 1.56x 3.27% $144.11
pro_youtube-relaunch #2 $13,052 50 $263 $3,039 0.23x 0.42% $19.37
og_search-brand $6,785 276 $25 $57,210 8.43x 18.91% $153.09
og_search-nb_mushroom-coffee $5,241 38 $138 $15,312 2.92x 3.39% $157.45
og_search-nb_beta $1,696 10 $170 $2,539 1.50x 2.71% $126.46
og_search-nb_coffee-alternative $1,081 7 $154 $2,436 2.25x 2.16% $73.15
ca_rise_pmax $201 3 $70 $4,550 22.66x 6.58% $25.31
ca_search-nonbrand $201 2 $100 $1,202 5.99x 5.68% $57.41
ca_search-brand2025 $178 3 $59 $573 3.21x 23.80% $196.63
Google Ads is quietly the most efficient paid channel in the portfolio, delivering 513 NC at $59 blended CAC on $30.5K spend — a fraction of Meta's $206K. The story is split across two very different worlds: Search campaigns are printing money (og_search-brand at $25 CAC, 8.43x ROAS with 276 NC), while YouTube relaunch ($13K at $263 CAC, 0.23x ROAS) is struggling.

Search-conquesting ($15.7K, $88 CAC, 1.56x ROAS) is the workhorse — it's efficiently capturing high-intent users searching for mushroom coffee and competitor alternatives. The 3.27% CTR confirms strong ad relevance. The mushroom-coffee and coffee-alternative campaigns are also efficient but tiny — $5.2K and $1.1K respectively.

The Canada PMax campaign (ca_rise_pmax) is delivering extraordinary results at $201 spend: 3 NC at $70 CAC with 22.66x ROAS. This is either a statistical anomaly on small spend or a genuine signal worth investigating by scaling to $1-2K/week.

YouTube continues to underperform at $13K spend, $263 CAC, and 0.42% CTR. The $19.37 CPM is reasonable, but the low CTR suggests the creative isn't stopping users. Either refresh the creative or reallocate this budget to search.

Google Recommendations

SCALE og_search-conquesting by 50%. $88 CAC is within target, 1.56x ROAS is healthy, and 3.27% CTR shows strong relevance. This campaign can handle significantly more budget.
SCALE og_search-nb_mushroom-coffee and og_search-nb_coffee-alternative. These conquesting campaigns are efficient ($138-$154 CAC) but tiny ($5.2K and $1.1K). Double the budgets.
TEST ca_rise_pmax at $1-2K/week. The $70 CAC and 22.66x ROAS on $201 spend is extraordinary. Validate at 5-10x the current budget.
REDUCE pro_youtube-relaunch #2 by 50%. $263 CAC and 0.42% CTR. Reallocate the $6.5K savings to search campaigns.
CONSIDER: og_search-brand ($25 CAC, 8.43x ROAS) is capped at $6.8K. If there's search volume headroom, this is the cheapest NC source in the entire portfolio.

Site Performance — GA4

Data temporarily unavailable (Supermetrics connection issue). Will be populated once resolved.

Organic & Social

Apify monthly limit reached. Social metrics (IG/TikTok/YouTube follower tracking) will be available next week.

This Week's Priorities

Critical Kill tof_awr_eng_fyf. $7.1K last week, $0 NC. This has been flagged for 3 consecutive weeks.
Critical Reduce conv_ABO_persona-testing budget by 80%. $11.6K spend, 17 NC, $682 CAC.
High Scale search campaigns. og_search-conquesting ($88 CAC) and og_search-brand ($25 CAC) are dramatically under-funded relative to efficiency.
High Cut TQE agency spend. TQE campaigns spent $12K at $650 CAC. The Thomas Static2 ad alone spent $5.5K at $433 CAC.
High Push more budget to Founder OG Iced Recipe creative. $184 CAC at $4.4K — this can handle significantly more spend.
Watch Monitor Facebook Ads CAC ($210). It's 2.4x the $88 target. If next week doesn't improve, consider structural changes.
Watch Microsoft Ads ($31 CAC, $1.4K spend) is absurdly efficient but tiny. Test increasing budget 5-10x.
High Double Google search campaign budgets. og_search-conquesting ($88 CAC) and og_search-nb_mushroom-coffee ($138 CAC) are under-funded. Move $10K/week from underperforming Meta campaigns.
High Test Microsoft Ads at $5-10K/week. $31 CAC on $1.4K is the best efficiency in the portfolio. It needs a real budget to validate.
Watch YouTube Ads CPM is stable ($19.37) but CTR is only 0.42%. If creative refresh doesn't improve this in 2 weeks, reallocate the $13K/week.
Source: Northbeam (Clicks Only, 1-Day Click, Accrual+Cash) • GA4 (property 310751693) • Generated by Marketing Pulse