Channel performance
Channels and blended view
Every route to revenue for Group in one place: paid, owned, earned and wholesale, each with the metrics native to that channel, then the blended read that finance should steer on. Channel figures are last-click unless the column says otherwise.
$1,201,557
$155,819
7.71x
49%
Channel performance
25 Jul 2026 to 21 Aug 2026 · last-click through the site, with cost carried by each channel
| Channel | Type | Revenue | Share | Cost | ROAS | Orders | AOV | Sessions | CVR | New cust. | CAC | Contribution | WoW |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Meta AdsOn track Prospecting and retargeting - largest single source of new buyers | Paid | $248,722 | 20.7% | $51,734 | 4.81x | 1.7K | $142 | 60K | 2.91% | 1.2K | $44 | $44,870 | +3.5% |
Google SearchOn track Brand terms carry the efficiency; non-brand is the growth lever | Paid | $129,768 | 10.8% | $8,435 | 15.38x | 822 | $158 | 11.9K | 6.91% | 428 | $20 | $41,967 | +1.5% |
Google ShoppingOff track Feed quality and price competitiveness drive the whole channel | Paid | $74,497 | 6.2% | $32,778 | 2.27x | 547 | $136 | 11.1K | 4.91% | 334 | $98 | -$3,844 | +13.4% |
Performance MaxWatch Blends brand and shopping inventory, so read it alongside search | Paid | $60,078 | 5.0% | $20,426 | 2.94x | 409 | $147 | 9.4K | 4.37% | 237 | $86 | $2,908 | +6.5% |
Whitelisted creator ads plus commission-based partners | Paid | $37,248 | 3.1% | $10,802 | 3.45x | 246 | $152 | 7.5K | 3.27% | 177 | $61 | $3,665 | +5.0% |
Retail media and marketplaceOn track Amazon, Woolworths and Coles onsite media plus marketplace sales | Paid | $33,644 | 2.8% | $7,402 | 4.55x | 279 | $121 | 7K | 4.00% | 184 | $40 | $5,666 | -13.6% |
TikTok AdsOff track Cheap reach, weak last-click - judge on blended lift not platform ROAS | Paid | $31,240 | 2.6% | $11,871 | 2.63x | 240 | $130 | 12K | 2.00% | 190 | $63 | $262 | +14.4% |
| Paid subtotal | $615,197 | 51.2% | $143,449 | 4.29x | 4.3K | $143 | 2.7K | $52 | $95,494 | ||||
Email (Klaviyo)On track Flows do most of the work; campaign cadence is the untapped part | Owned | $175,427 | 14.6% | $3,158 | 55.56x | 994 | $176 | 8.5K | 11.64% | 90 | $35 | $64,978 | +7.9% |
Subscription (recurring)On track Already-acquired revenue; cost is service and retention only | Owned | $105,737 | 8.8% | $529 | 200.00x | 949 | $111 | 5.9K | 16.00% | 28 | $19 | $40,540 | -13.6% |
SMSOn track Small list, high response - list growth is the constraint | Owned | $49,264 | 4.1% | $2,710 | 18.18x | 303 | $162 | 2.2K | 13.83% | 21 | $128 | $16,425 | +15.4% |
| Owned subtotal | $330,428 | 27.5% | $6,396 | 51.66x | 2.2K | $147 | 139 | $46 | $121,942 | ||||
Organic searchOn track Under-built against category demand - see the search gap | Earned | $124,962 | 10.4% | $4,374 | 28.57x | 808 | $155 | 15.3K | 5.28% | 355 | $12 | $44,162 | -12.7% |
DirectOn track Mostly returning buyers, and where untracked demand lands | Earned | $73,295 | 6.1% | - | - | 439 | $167 | 5K | 8.73% | 79 | - | $28,468 | -14.4% |
Referral and PROn track Refer-a-friend, press placements and partner sites | Earned | $32,442 | 2.7% | $1,298 | 25.00x | 204 | $159 | 4.9K | 4.18% | 128 | $10 | $11,303 | -15.4% |
Organic socialOn track Content and community; assists more than it closes | Earned | $25,233 | 2.1% | $303 | 83.33x | 181 | $139 | 8.3K | 2.18% | 92 | $3 | $9,498 | +1.7% |
| Earned subtotal | $255,932 | 21.3% | $5,974 | 42.84x | 1.6K | $157 | 655 | $9 | $93,430 |
Channel-native metrics
The measures that only make sense inside each channel, so nothing needs checking in the platform itself
Meta Ads
$248,722 · 20.7% of online
- CTR
- 0.88%
- CPM
- $11.24
- Frequency
- 2.8
- Hook rate
- 24%
Email (Klaviyo)
$175,427 · 14.6% of online
- Revenue per recipient
- $0.48
- Open rate
- 41%
- Click rate
- 2.2%
- Flow share of revenue
- 69%
Google Search
$129,768 · 10.8% of online
- Impression share
- 53%
- Lost to budget
- 12%
- Avg CPC
- $0.80
- Brand share of spend
- 31%
Organic search
$124,962 · 10.4% of online
- Ranking terms
- 1,713
- Page one terms
- 92
- Non-brand share
- 37%
- Avg position
- 17.8
Subscription (recurring)
$105,737 · 8.8% of online
- Active subscriptions
- 3,679
- Monthly churn
- 3.7%
- Avg cycles retained
- 27.1
- Skip rate
- 12%
Google Shopping
$74,497 · 6.2% of online
- Feed coverage
- 82%
- Out of stock lines
- 18
- Price competitiveness
- 75%
- Avg CPC
- $1.37
Direct
$73,295 · 6.1% of online
- Returning share
- 85%
- Sessions per buyer
- 2.3
- Branded search overlap
- 51%
- Untracked estimate
- 16%
Performance Max
$60,078 · 5.0% of online
- Impression share
- 64%
- Lost to budget
- 16%
- Avg CPC
- $1.28
- Brand share of spend
- 36%
SMS
$49,264 · 4.1% of online
- Subscribed numbers
- 19,625
- Click rate
- 9.0%
- Opt-out rate
- 0.94%
- Cost per send
- $0.050
Creator and affiliate
$37,248 · 3.1% of online
- Active partners
- 51
- Commission rate
- 10.5%
- Top 5 partner share
- 58%
- Content pieces live
- 90
Retail media and marketplace
$33,644 · 2.8% of online
- Feed coverage
- 81%
- Out of stock lines
- 11
- Price competitiveness
- 70%
- Avg CPC
- $1.14
Referral and PR
$32,442 · 2.7% of online
- Referrers
- 84
- Refer-a-friend orders
- 73
- Programme cost
- $1,298
- Share of revenue
- 0.3%
TikTok Ads
$31,240 · 2.6% of online
- CTR
- 1.39%
- CPM
- $16.09
- Frequency
- 2.9
- Hook rate
- 25%
Organic social
$25,233 · 2.1% of online
- Followers
- 153,032
- Engagement rate
- 3.0%
- Assisted orders
- 435
- Posts in period
- 43
Blended position
What the whole system returns once every channel cost is counted once
| Measure | Current | Guardrail | Status |
|---|---|---|---|
Blended MER All online revenue over every channel cost, paid and owned | 7.7x | > 5.0x | On track |
Paid-only ROAS Platform-reported, so it double counts across platforms | 4.29x | > 3.0x | On track |
Blended CAC Every channel cost over every first-time buyer | $44 | < $45 | Watch |
Paid CAC Working media over paid-sourced first-time buyers | $52 | < $60 | On track |
Unpaid share of online revenue Owned and earned revenue, the base the business keeps | 49% | > 40% | On track |
New customer revenue share Acquisition and retention balance across all channels | 22% | 30 - 45% | Watch |
Same revenue, four attribution views
Platform-reported totals $1,452,911 against $1,201,557 of actual online revenue, because platforms claim the same order
| Channel | Platform | Last click | First click | Modelled | Model vs last click |
|---|---|---|---|---|---|
| Meta Ads | $353,186 | $248,722 | $308,416 | $263,646 | +6.0% |
| Email (Klaviyo) | $224,547 | $175,427 | $84,205 | $143,850 | -18.0% |
| Google Search | $153,126 | $129,768 | $93,433 | $102,517 | -21.0% |
| Organic search | $124,962 | $124,962 | $147,455 | $136,209 | +9.0% |
| Subscription (recurring) | $105,737 | $105,737 | $31,721 | $105,737 | +0.0% |
| Google Shopping | $86,416 | $74,497 | $69,282 | $70,772 | -5.0% |
| Direct | $73,295 | $73,295 | $45,443 | $63,034 | -14.0% |
| Performance Max | $78,702 | $60,078 | $51,667 | $50,465 | -16.0% |
| SMS | $61,580 | $49,264 | $21,676 | $39,411 | -20.0% |
| Creator and affiliate | $45,443 | $37,248 | $50,285 | $41,346 | +11.0% |
| Retail media and marketplace | $37,008 | $33,644 | $34,316 | $33,644 | +0.0% |
| Referral and PR | $32,442 | $32,442 | $41,850 | $36,984 | +14.0% |
| TikTok Ads | $51,234 | $31,240 | $49,360 | $38,113 | +22.0% |
| Organic social | $25,233 | $25,233 | $40,877 | $32,298 | +28.0% |
Trade and wholesale routes
$8,801,750 of revenue moves through trade rather than the site, so it is read on margin and cost to serve, not ROAS
| Route to market | Revenue | Share of trade | Accounts | Avg account value | Gross margin | Cost to serve | WoW |
|---|---|---|---|---|---|---|---|
Cafe and venue wholesale Direct accounts on weekly delivery | $3,872,770 | 44% | 2.7K | $1,430 | 34% | 8.5% | -9.3% |
Distributor and reseller Volume at lower margin, low cost to serve | $2,024,402 | 23% | 175 | $11,568 | 24% | 3.2% | -3.2% |
Grocery and retail Ranging and promo calendar led | $1,672,332 | 19% | 87 | $19,222 | 27% | 6.4% | +9.4% |
Enterprise and contract Multi-site agreements, longest cycle | $792,157 | 9% | 44 | $18,004 | 31% | 5.1% | +5.7% |
B2B online portal Self-serve reorders, best margin per dollar | $440,087 | 5% | 1.4K | $325 | 38% | 2.1% | +9.6% |
Incrementality tests
The only way to settle what a channel is genuinely worth
| Test | Channel | Status | Result | Confidence |
|---|---|---|---|---|
Geo holdout - regional Victoria Platform ROAS overstates by roughly a third; still clearly additive | Meta Ads | Complete | +46% incremental | 92% |
Brand search pause - 14 days Most brand clicks are recovered organically - cap brand budget | Google Search | Complete | -11% net revenue | 88% |
Creator whitelisting holdout Two matched cells, spend held flat for the duration | Creator and affiliate | Running | Reads 12 Sep | - |
SMS suppression cell Tests whether SMS revenue is genuinely additive to email | SMS | Queued | - | - |
Channel actions
Each one is a hypothesis to test, not an instruction
Fund a category content and technical SEO programme
Organic searchOrganic already returns 29x on a small cost base while page one coverage sits under 100 terms
Expected impact: Reduces reliance on paid for the same demand within two quarters
Lift campaign cadence and complete the winback and replenishment flows
Email and SMSEmail returns 56x at 15% of online revenue, and flow coverage is incomplete
Expected impact: Highest-margin incremental revenue available this quarter
Fix feed coverage and out-of-stock suppression before adding budget
Google ShoppingShopping is the weakest paid return at 2.27x with stock gaps in the feed
Expected impact: Recovers efficiency without cutting reach
Judge on the running holdout, not last-click
TikTok AdsTikTok shows 2.63x last-click but carries the highest first-click share of any paid channel
Expected impact: Avoids cutting a channel that is feeding the top of the funnel