Week of March 31 – April 6, 2026

Blended CAC dropped 8% to $92.50 — closing in on the $85 target. Daily Stand shows the improvement accelerating through the week: $104 (Tue) → $95 (Wed) → $89 (Thu) → $87 (Fri) → $89 (Sat). The attribution reset on Wednesday is the driver. MER surged to 3.84x on 10% less spend. Site CVR jumped from 1.71% to 2.12% — the biggest single-week improvement in 13 weeks. Revenue held at $1.06M despite the spend cut.

Less traffic, better conversion — the attribution reset is cleaning up signal. Impressions dropped 38% as view-through inflation was stripped out, but everything below the fold improved: add-to-carts up 6.5%, checkouts up 4.3%, purchases up 9%. Mid-funnel conversion (ATC → Checkout) held at 64.6%. Site CVR jumped from 2.24% to 2.63%. The visitors we’re now counting are higher quality — fewer phantom impressions, more real buyers.

Facebook Ads improved 18% WoW to $147 CAC after the attribution reset — the signal is getting cleaner. Google remains the efficiency leader at $71 CAC. GeistM’s dramatic pullback from $22K to $3.7K actually improved its CAC from $317 to $78 — the lower spend found a more efficient pocket. The “Other” bucket (Impact referrals, Snap, MSFT) contributed 1,015 NCs at just $14 CAC — mostly organic/referral attribution.

Creative takeaway: The Founder vs Mushroom Coffee concept continues to carry the account — $38.7K spend at $104 CAC with 30% thumb stop. Sophia nocaptions is the surprise performer with 51.8% thumb stop at $131 CAC. Kill SHA_COF and Coffee_Making immediately ($1,457 and $1,431 CAC). The Pikes-Place-Vs-Mud creative has massive thumb stop (46.9%) but $299 CAC — the creative grabs attention but the offer/LP isn’t converting. Worth testing with a different landing page.

Brand search ($9.3K) drove 666 conversions at $14 CPA — 82% of all Google conversions on 33% of spend. Conquesting (targeting Everyday Dose, Ryze, Four Sigmatic) spent $13.9K but converted at $185 CPA — expensive but strategic for brand switching. Non-brand mushroom coffee keywords at $97 CPA. Best performer: the LP test campaign at $46 CPA on just $271 spend — worth scaling.

Brand demand this week: 70.6K sessions (Direct + Organic Search) — down from the 93K peak in mid-Feb but holding steady in the 65-71K range for the last 5 weeks. This metric tracks people who come to your site because they already know you exist — not because an ad or email pushed them there. It’s a proxy for brand health, word of mouth, and content effectiveness. The Feb spike aligns with the Google Trends peak.

CVR jumped from 1.71% to 2.12% WoW — the biggest single-week improvement in 13 weeks. Sessions held steady at 243K despite the attribution reset reducing inflated traffic counts. The /pages/rise-2 LP is getting the most traffic (48.4K sessions) but only converting at 1.47% — below the 2% floor. Homepage converts at 3.39%. The /pages/calm-seeker-listicle-og LP is leaking with 0.74% CVR and 43.9% bounce on 3K sessions.

Subscription revenue dominated at $922K (87% of total). 3,381 new subscribers this week with 89% of new customers opting into subscription. Daily new sub acquisition trending up — from ~450/day early in the week to ~650/day by Saturday, a positive reversal from the March decline. Jan 2026 cohort continues to outperform at 67.1% M1 retention and 51.5% M2, the best in the trailing 12 months. Churn rate at ~8.2% is slightly above the <8% target — watch closely.

All four campaigns cleared 49% open rate. The Easter Promo re-send was the surprise winner — 1.96% click rate and $41.3K revenue on just 88.6K recipients (smallest send, highest revenue per recipient at $0.47). The TWB Newsletter drove $51K on 314K sends. Vitamin Shoppe promo had the largest audience (364K) but lowest click rate (0.24%) and minimal revenue ($2.1K) — retail promos don’t drive DTC revenue. Takeaway: targeted re-sends to non-openers massively outperform broad blasts.

The April 1 “Comment LOVE” reel crushed it — 10.3K views, 82 comments, 166 shares. That’s 3-4x the engagement of every other post combined. The April 3 ingredient image had the highest reach (14.3K) but low engagement (81 likes). Other posts underperformed (sub-40 engagements). Interactive/CTA reels continue to massively outperform static promotional content. More engagement hooks, fewer announcements.

Ryze dominates search interest at 3x MUD\WTR’s volume — they peaked at 80 in mid-Feb (likely the Target launch), now cooling to 39. MUD\WTR and Everyday Dose are neck-and-neck in the mid-teens. Four Sigmatic has flatlined at 5. MUD\WTR brand interest peaked at 81 in mid-Feb and has settled back to 55 — worth investigating what drove that spike to see if it’s repeatable.