Customer acquisition
New customers, honestly costed
Every acquisition figure is derived from platform spend against first-time buyers - never platform-reported purchases. New-customer CAC and contribution are the decision metrics; blended ROAS is context.
$31
$163,473
380.2K
$427
Cost per new customer vs media spend
25 Jul 2026 to 21 Aug 2026 · Group
Channel performance
Group · 25 Jul 2026 to 21 Aug 2026
| Channel | Investment | Revenue | Orders | CAC | ROAS | Share |
|---|---|---|---|---|---|---|
| Meta AdsProspecting + retargeting | $68,659 | $199,111 | 1,287 | $133 | 2.90x | 28% |
| Google Search & ShoppingBrand + non-brand | $44,138 | $194,206 | 1,255 | $88 | 4.40x | 28% |
| Organic searchUnder-built - see SEO gap | $8,174 | $91,545 | 592 | $35 | 11.20x | 13% |
| Email & SMSKlaviyo lifecycle flows | $9,808 | $96,122 | 621 | $39 | 9.80x | 14% |
| Creator & affiliateWhitelisted creator ads | $19,617 | $43,157 | 279 | $176 | 2.20x | 6% |
| Direct & referralRepeat and word of mouth | $13,078 | $79,775 | 516 | $63 | 6.10x | 11% |
Creative performance
Angle-level read: what to scale, what to refresh
Origin story - Huila lot
UGC video 9:16 · Traceability · 2M impressions
4.20x
CTR 2.41% · CVR 3.9%
Barista pour - slow motion
Video 4:5 · Craft · 1.8M impressions
3.40x
CTR 1.92% · CVR 3.1%
Subscribe & save 20%
Static carousel · Offer · 1.6M impressions
3.90x
CTR 1.64% · CVR 4.6%
Café quality at home
Creator video · Substitution · 1.3M impressions
2.90x
CTR 2.18% · CVR 2.8%
Good Coffee Doing Good
Static 1:1 · Purpose · 1.1M impressions
2.10x
CTR 1.21% · CVR 2.2%
Workplace beverage audit
Lead-gen video · B2B offer · 863.4K impressions
5.60x
CTR 1.08% · CVR 5.4%
The organic search gap
87 commercial keywords analysed · 348.3K monthly searches · average difficulty 29/100 · the Group ranks for 0
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