Week of May 4 – May 10, 2026

Revenue landed at $980K (+3.6% WoW) on $390K spend (+6% WoW), with NCs averaging 624/day vs. 615/day prior — above the 600 target. Blended CAC ran $89.31 (+4.8% WoW), the fourth consecutive week above the $85 target, and MER slipped to 2.51x from 2.56x. Daily Stand CAC ranged $80–$94 Mon–Sat, then jumped to $112 on Sunday May 10 on the highest single-day spend of the week ($63.6K).

Top-of-funnel grew across the board: sessions +7.5%, ATC +6.5%, and checkout starts +5.4% WoW. NCs grew slower at +1.4%, and GA4 purchaser CVR fell to 2.66% from 2.82% — still well above the 2% floor. Checkout-to-NC step shows the largest drop-off (11,138 checkouts vs. 4,367 NCs), consistent with prior weeks.

Facebook carried 66% of paid spend ($260K) at $161 Northbeam CAC, while Google Ads ran $33K at $52 CAC (2.92x ROAS) — though og_search-brand alone delivered 403 of Google's 643 NCs at $14 CAC. YouTube spent $51K (13% mix) at $176 CAC, and Axon spent $14.5K at $196 CAC. GeistM + FirstMedia dropped to $16.8K spend this week vs. higher historical levels, with $111 CAC across 37 NCs.

Meta spend rose to $260K (66% of paid mix) at a $161 Northbeam CAC vs. ~$132 on conv_all_ABO_sandbox the prior week ($118K). CPM ran $45.66 (+6% WoW) and CTR held strong at 2.01%. Two FOUNDER-vs-Mushroom-Coffee creatives delivered 966 of Meta's 1,608 NCs combined ($145.2K spend, $150 avg CAC); the spring-sale ASC campaign carried 11% of Meta spend at $180 CAC vs. $178 prior. Two Axon-tagged creatives ($6.7K and $1.9K spend) returned 0 NCs and 0% CTR in Northbeam.

Google total spend rose to $33.3K (vs. $20.1K prior) at $52 blended CAC and 2.92x ROAS. Brand search (og_search-brand) delivered 403 NCs at $14 CAC on $5.6K spend — 63% of Google NCs from 17% of Google spend. Non-brand mushroom-coffee spend doubled to $8.8K with CAC rising to $193 from $159 prior, while conquesting against Ryze/Four Sigmatic/Everyday Dose ran $14.2K at $91 CAC.

Direct + Organic Search sessions totaled 71,165 this week (61,990 direct + 9,175 organic search), down from a Feb peak around 92K and tracking near the 13-week average. Direct sessions have softened over the past 4 weeks (57K → 50K → 51K → 62K), while organic search has held in the 9K–11K range. Paid Social remained the largest channel at 70,120 sessions.

/pages/rise-2 took 99,509 sessions (41% of all site traffic) at 1.79% CVR — below the 2% floor and the destination for the bulk of Meta cold traffic. PDPs converted higher: /products/30-servings-tin at 3.99% (32K sessions) and /products/strawberry-matcha at 4.66% (3.3K sessions). The listicle LP (/pages/compare-listicle-og) sat at 2.08% on 8,995 sessions.

Active subscribers ended at 119,709 with a weekly net change of −221 across 4,007 new subs and 18,811 total orders. Daily net flipped from negative early-week (May 4–7 averaged −105/day, aligning with the late-month Recharge billing cycle window) to positive late-week (May 8–10 averaged +112/day). Recent cohorts continue to track at or above target — Jan 2026 hit 67.1% / 51.5% / 39.4% across months 1–3 vs. 61% / 45% / 36% targets — and Feb/Mar 2026 month-1 retention is at 63.7% and 61.2%.

Four sends generated $133,526 in attributed revenue across 2,524 conversions, with the TWB Newsletter (May 6) driving $76,697 (57% of the week's email revenue) and the Mother's Day re-send (May 4) adding $49,740. Open rates ran 51.5%–59.1% across all sends. The May 9 "Caffeine & Cortisol" send to 304,886 recipients clicked at 0.42% and converted to $4,274, materially below the prior two broadcasts on similar list size.

@mudwtr stands at 379,662 followers and 1,781 total media as of May 11, with an estimated +2,600 net followers this week. Post-level engagement metrics (reach, likes, comments, shares) did not return in this pull, so individual post performance cannot be assessed.

Category coverage continued in legacy media: NY Post (May 1), Taste of Home (Apr 30), and Bon Appétit (Apr 21) all ran category roundups featuring MUD\WTR alongside Ryze, Four Sigmatic, and Everyday Dose. MUD\WTR-specific national press was absent this week, while Everyday Dose received both an NY Post review feature and a 11-comment Reddit complaint thread about hidden unsubscribe buttons. Reddit competitive threads ("Ryze mushroom coffee alternatives?" — 33 comments; "Mushroom coffee that works?" — 51 comments) both surfaced user frustration with Ryze's mushroom dosing.