Mon–Thu Pulse · May 4 – May 7, 2026 (4 days)

Revenue ran $578K across the 4-day pulse (+7.7% vs. prior Mon–Thu's $537K), with NCs averaging 623/day vs. 571/day prior (+9%) and iAOV ticking up to $53.04 (+2%). Spend rose 13% to $220K, outpacing revenue growth, which pulled MER to 2.62x (down from 2.76x) and pushed blended CAC to $87.50 (vs. $85.10 prior). Blended CAC sat $3.50 above the $84 target across the four days, while NCs/day cleared the 600 target.

Top-of-funnel grew faster than mid-funnel: impressions +11%, sessions +13%, ATCs +11%, checkouts +12%, NCs +9%. Purchaser CVR slipped to 2.12% (down 0.6pt vs. prior Mon–Thu), and engagement rate fell to 60.8% from 69.8% with bounce rate at 39.2% (vs. 30.2%). The traffic mix this pulse skewed colder than the prior week even as absolute purchase volume grew.

Facebook carried 67% of DTC spend ($147.7K) at $164 NB CAC; YouTube took 9% ($20.5K) at $170 CAC. Google sat at 6% of mix ($13.3K) with $46 NB CAC and 3.95x ROAS — driven mostly by brand search (covered in the Google section). Axon and GeistM+FirstMedia each ran ~4% of spend at NB CACs of $272 and $278 respectively.

Meta CPM came in at $48.71 (down 5% from $51.27 prior Mon–Thu) and CTR held at 2.08% (vs. 2.07%), while NB CAC averaged $164 across 898 NCs. Spend concentrated in conv_all_ABO_sandbox ($75K, 51% of Meta, $156 CAC) and conv_og_ASC_scaling ($40K, 27%, $147 CAC); the FOUNDER vs MushroomCoffee creative (rise-2 + Shane WL versions) absorbed $84K combined at ~$150 CAC and 26–30% thumbstop. The Spring Sale ASC ran $186 CAC vs. $156 on the non-promo sandbox, and four adsets (two gut-guardian partner videos, the Mud-vs-EnergyDrinks switcher, and the Patrick Price coffee post) sat above $480 CAC on $381–$533 of spend each.

Brand search delivered 240 of Google's 288 NCs at $13 CAC and 10.41x ROAS on $3.2K spend. Non-brand campaigns ran heavier: conquesting at $8.1K / $133 CAC, mushroom-coffee at $3.6K / $173 CAC, and coffee-alternative at $1.2K / $90 CAC. YouTube relaunch #2 spent $20.3K against 113 NCs at $170 CAC and 0.46x ROAS over 1.84M impressions.

Direct + Organic Search sessions in week 19 came in at 45,809 (38.8K direct + 7.0K organic search), trending below the 13-week average of ~63K weekly combined. Direct sessions specifically dropped from 51.4K in week 18 to 38.8K in week 19, the lowest reading in the trailing 13 weeks.

/pages/rise-2 took 57.6K sessions (38% of site sessions) at 1.65% CVR, below the 2% floor and well under the warm PDPs (/products/30-servings-tin at 3.80%, /products/strawberry-matcha at 4.65%). The (not set) bucket received 12.5K sessions at 0.97% CVR with 57.9% bounce rate. /pages/rise-2-coffee landed at 1.96% CVR — just below the 2% site floor.

Active subscribers ended the pulse at 119,399, down 379 from May 3 across the four days, with 2,293 new subs (~573/day) offset by cancellations. Net daily change ran -127, -93, -104, -55 across May 4–7 — softer than the prior Mon–Thu's -726 cumulative — and falls within the typical post-billing-cycle pattern (Recharge cycle hit Apr 27–30 with -237/-186/-142/-141 days). The Jan 2026 cohort continues to track materially above target at 67.1% / 51.5% / 39.4% for months 1–3, while Apr–Jun 2025 cohorts sit slightly below target on month 1.

Two sends went out (Mother's Day re-send May 4 and TWB Newsletter May 6) to 684,788 combined recipients, generating $82.2K (~14% of 4-day revenue). Open rates held strong at 50.7% and 49.4%, but click rates came in at 0.38% and 0.67% — both below the 0.3%+ healthy threshold the playbook flags only on the lower end, with the Mother's Day re-send notably below 0.4%. Unsubs totaled 1,594 across the two sends.

Profile-level data shows 379,391 followers and 1,779 total posts on @mudwtr as of the pulse. Post-level metrics (reach, engagement, captions) were not returned by the Supermetrics IG pull this period, so weekly engagement and posting cadence cannot be quantified for May 4–7.

Five news mentions and 16+ Reddit threads tracked across the category in the last 30 days. MUD\WTR appeared in one editorial roundup (Taste of Home, Apr 30) but was absent from the Bon Appétit "20 Mushroom Coffees" tasting (Apr 21), where Ryze, Everyday Dose, and Four Sigmatic were all featured. Four Sigmatic launched a creatine-functional coffee line (Apr 11, Nosh.com), and Reddit threads in r/MushroomCoffee (33 comments, Apr 16) and r/Supplements (51 comments, Apr 17) show active switcher interest from Ryze toward alternatives.