Week of March 31 – April 6, 2026

Scorecard insight: CAC dropped 12% to $92 but still $7 over the $85 target — spend grew faster (+7.5%) than revenue (+5%), dragging MER below 3.0x for the first time in recent weeks. The bright spot is NC volume surging 22.5% to 544/day; if you can hold that pace while trimming inefficient spend, you close the CAC gap this week.

Funnel diagnosis: Impressions cratered 29% WoW yet sessions rose 10% and add-to-carts jumped 29% — the traffic you are getting is dramatically more qualified. CVR lifted to 2.65%, well above the 2% floor. The bottleneck is top-of-funnel reach: restore impression volume at this conversion efficiency and NC will blow past the 600/day target.

Channel mix insight: Meta is 63% of spend but $137 CAC — 61% over target. Meanwhile GeistM collapsed to $74 CAC (down 77% WoW) and Bing is printing at $33. Scale GeistM and Bing budgets aggressively this week. Google Search CAC crept up 16% to $63 — still healthy but watch the non-brand conquesting segment closely. Kill Snapchat ($230 CAC, 7 NCs) — it's dead weight.

Creative takeaway: Founder vs MushroomCoffee is the clear winner — $85 CAC at $16K spend in the ABO scaling adset. Push budget there by 20%. The Listicle LP test drove the most NCs (433) at $105 CAC; not great but volume is real. Kill the Everyday Dose conquesting ($311 CAC), calm-seeker persona ($336 CAC), and Brand Review Prospecting ($2,140 CAC for 2 NCs) immediately — that's $20K/week of waste. Scale the "Can't Afford OG Adapt" copy variant ($76 CAC) and Sophia Esperanza MOF variant ($82 CAC) as next tests.

Google insight: Blended Google CAC at $77 is well under target — this is your most efficient scaled channel. Brand search is carrying the load at $29 CAC with 377 NCs. Non-brand conquesting at $132 CAC needs tighter keyword management or budget reallocation toward brand. YouTube at $166 CAC and 77 NCs is borderline — hold steady but don't scale until CAC comes down. Google Canada at $35 CAC is a sleeper; consider increasing budget there.

GA4 / Site insight: /pages/rise-2 is the highest-traffic landing page (55K sessions) but converting at just 1.65% — below the 2% floor. That one page likely costs you 190+ lost conversions per week. Prioritize a CRO sprint on rise-2 or redirect that paid traffic to /products/30-servings-tin (2.64% CVR) or homepage (3.87% CVR). Also flag /pages/compare-listicle-coffee at 1.26% CVR with 36.7% bounce — consider killing that LP entirely.

Subscription insight: Net subscriber change is -496 despite adding 3,351 new subs — churn outpaced acquisition this week, which is worth investigating. The Jan 2026 cohort is a standout at 67.1% Month 1 retention (best in the last 12 months), and the upward retention trend from Oct-Jan cohorts suggests product or onboarding improvements are working. Consider whether the March cohort's dip to 61.2% correlates with promo-driven acquisition quality.

Support snapshot: CSAT is stellar at 4.92/5 — well above the 4.5 target. Siena handled 565 tickets (29% of volume), which is solid AI deflection. The notable signal is that subscription cancel requests are 24% of all tickets (472) — that lines up with the -496 net subscriber loss and deserves a deeper look at cancellation reasons and save-flow effectiveness.

Email insight: $178K in Klaviyo-attributed revenue from 7 sends is strong — roughly 18% of total weekly revenue from owned channels. The Easter promo re-send (Apr 4) crushed it with a 2.04% click rate and $48.9K in revenue from only 88K recipients, far outperforming the original send's 0.55% click rate. The Tin-to-Bag refill notification also performed well ($33K from 40K sends) — transactional/lifecycle emails continue to punch above their weight.

Instagram insight: The Apr 1 "Comment LOVE" reel drove 82 comments and 166 shares — by far the best engagement of the week and a clear signal that interactive/CTA-driven content outperforms static brand posts. The remaining 4 posts averaged under 10 comments combined. Net follower growth of +1,089 is healthy. Lean into the interactive reel format and consider increasing post frequency beyond 5/week to build on this momentum.