Week of May 25 – May 31, 2026

Spend dropped to $278K (-24% WoW from $365K) while revenue held nearly flat at $907.7K (-0.6%), lifting MER to 3.27x from 2.47x. Blended CAC came in at $89.27 (-18% WoW), and NCs/day fell to 445 from 478 (-7%). CAC sits above the $84 target and NCs/day is well below the 600 target; CAC × NCs (89.27 × 3,114) reconciles to $278K, matching the DST spend total.

Sessions fell 2.8% WoW to 217.8K and ATC fell 10% to 12.2K, but purchaser CVR rose to 2.77% (+0.35pt) and ecommerce purchases moved to 5,279 from 4,471 (+18%). The funnel converted a smaller top with higher efficiency: CTR softened to 0.74% (-5%), while checkout-to-purchase improved on the back of the CVR lift. NCs (3,114) still came in -7% WoW despite the CVR gain.

Meta carried 78% of trackable spend at $216K with Northbeam-attributed CAC of $181, while Google ran at $39K with $69 CAC and 2.33x ROAS. Amazon shows $97K in revenue against $10.5K spend (9.25x) with zero NB-attributed NCs, which is the normal Amazon NB-attribution gap. Note: the channel rows sum to $283K (slightly above the $278K DST total) because Northbeam-tracked channels can drift a few percent from the DST denominator — within tolerance but worth flagging.

Meta spend was $216K with Northbeam CAC of $184 and CPM at $29.71 (-23% WoW from $38.77). CTR slipped to 0.75% from 0.89%, and Meta-attributed NCs landed at 1,193 (-10% WoW from 1,320). The ABO sandbox campaign carried 60% of Meta spend ($130K) at $167 CAC, while the Founder-vs-Mushroom-Coffee listicle adset drove 429 NCs at $125 CAC; the spring-sale ASC adset spent $35K at $225 CAC with a 3.2% thumbstop and 0.54% CTR, well below the rest of the top-spend pool.

Google blended CAC ran at $87 across 650 NCs, with brand search at $31 CAC / 378 NCs and 4.59x MER driving most of the efficiency. Non-brand search ranged $92–$206 CAC: mushroom-coffee at $171 (42 NCs), beta at $206 (12 NCs), and coffee-alternative at $92 (6 NCs). YouTube relaunch spent $8.6K at $143 CAC with 1.09x MER, while YouTube Shorts spent $3.2K at $323 CAC and 0.17x MER.

Direct sessions came in at 43,885 this week vs. a 13-week average of ~56K, the lowest reading in the trend window. Organic search held steadier at 10,542 sessions, in line with the 13-week range of 9.2K–11.3K. The direct-traffic trend has stepped down from ~75K in mid-March to ~44K now, a ~41% decline over 13 weeks.

The two largest cold-traffic LPs — /pages/rise-2 (48K sessions, 1.52% CVR) and /pages/compare-listicle-og (35.6K, 1.43%) — sit below the 2% floor, while warm-intent pages like /products/30-servings-tin (24.3K, 4.15%) and the homepage (26.1K, 2.48%) remain above. /pages/rise-2-image shows a 54.5% bounce rate against a 27% site average. CVR comparisons across these pages reflect different traffic-shape intent, not a uniform conversion benchmark.

Active subs ended the week at 119,338, down 386 WoW, with net change of -757 vs. -547 the prior week. This is the eighth consecutive week of negative net change; the 13-week trend has moved from 124,829 (Mar 2) to 119,338, a drop of ~5.5K. The week spans the late-May Recharge billing window, which is the typical cancellation-queue period — the negative early-week dailies (-351 on May 26, -316 on May 27) match that cycle pattern.

Five sends to 1.23M recipients drove $154.8K (~17% of weekly revenue) at a 54% average open rate. Summer Mode (May 28) was the top revenue send at $56.6K / 1,042 conversions, followed by TWB Newsletter ($45.4K) and Memorial Day Subs ($44.1K, with a strong 1.43% CTR on an 85K sub list). Red flags of Coffee (May 29) opened well at 57.7% but converted at 0.33% CTR for $2K, the lowest revenue send of the week.

Profile stands at 380,667 followers and 1,798 lifetime posts. Post-level reach, likes, and shares were not returned in this week's pull, so week-over-week engagement movement isn't observable. WoW follower delta also isn't visible — prior-week followers weren't captured in the snapshot.

News volume was moderate this week with 5 MUD\WTR-tagged articles (GlobeNewswire, NY Post, Slate, MSN). Ryze drew similar coverage volume (5 articles, including Slate's category piece and a BevNET note on expanded Target distribution), and Everyday Dose had 5 placements including The Daily Beast and SFGATE. On Google Trends (US, past 90d), May 25–31 readings for MUD\WTR (23–31), Ryze mushroom coffee (47–67), Everyday Dose (43–54), and Four Sigmatic (20–32) place MUD\WTR below Ryze and Everyday Dose in the current 90-day window.