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.

Business

Period

Online revenue

$666,032

6.7%7% of total, with $8,680,268 through trade

Total channel cost

$50,630

2.2%Media, platform and programme costs across all channels

Blended MER

13.15x

Online revenue over every channel cost

Unpaid revenue share

77%

Owned and earned channels, before any media is bought

Channel performance

21 Sept 2026 to 18 Oct 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 AdsOff track Prospecting and retargeting - largest single source of new buyers	Paid	$47,954	7.2%	$21,579	2.22x	348	$138	13.1K	2.65%	237	$91	-$2,954	+3.5%
Google SearchOn track Brand terms carry the efficiency; non-brand is the growth lever	Paid	$46,622	7.0%	$8,858	5.26x	305	$153	4.8K	6.30%	159	$56	$9,250	+1.5%
Google ShoppingOn track Feed quality and price competitiveness drive the whole channel	Paid	$23,311	3.5%	$5,595	4.17x	177	$132	3.9K	4.48%	108	$52	$3,459	+13.4%
Performance MaxOn track Blends brand and shopping inventory, so read it alongside search	Paid	$17,317	2.6%	$4,849	3.57x	122	$142	3.1K	3.98%	71	$69	$1,877	+6.5%
Creator and affiliateOn track Whitelisted creator ads plus commission-based partners	Paid	$7,992	1.2%	$1,598	5.00x	54	$147	1.8K	2.99%	39	$41	$1,506	+5.0%
Retail media and marketplaceOn track Amazon, Woolworths and Coles onsite media plus marketplace sales	Paid	$5,328	0.8%	$959	5.56x	46	$117	1.2K	3.65%	30	$32	$1,110	-13.6%
TikTok AdsOff track Cheap reach, weak last-click - judge on blended lift not platform ROAS	Paid	$2,664	0.4%	$1,465	1.82x	21	$126	1.2K	1.82%	17	$88	-$431	+14.4%
Paid subtotal		$151,189	22.7%	$44,904	3.37x	1.1K	$141			660	$68	$13,818
Subscription (recurring)On track Already-acquired revenue; cost is service and retention only	Owned	$286,394	43.0%	$1,432	200.00x	2.7K	$108	16.6K	16.00%	80	$18	$109,803	-13.6%
Email (Klaviyo)On track Flows do most of the work; campaign cadence is the untapped part	Owned	$85,252	12.8%	$1,364	62.50x	499	$171	4.7K	10.62%	45	$30	$31,748	+7.9%
SMSOn track Small list, high response - list growth is the constraint	Owned	$1,332	0.2%	$67	20.00x	8	$157	67	12.61%	1	$112	$451	+15.4%
Owned subtotal		$372,978	56.0%	$2,863	130.29x	3.2K	$118			125	$23	$142,002
Organic searchOn track Under-built against category demand - see the search gap	Earned	$66,603	10.0%	$2,131	31.25x	444	$150	9.2K	4.81%	196	$11	$23,737	-12.7%
DirectOn track Mostly returning buyers, and where untracked demand lands	Earned	$49,952	7.5%	-	-	309	$162	3.9K	7.96%	56	-	$19,402	-14.4%
Referral and PROn track Refer-a-friend, press placements and partner sites	Earned	$15,319	2.3%	$613	25.00x	99	$154	2.6K	3.82%	63	$10	$5,337	-15.4%
Organic socialOn track Content and community; assists more than it closes	Earned	$9,990	1.5%	$120	83.33x	74	$135	3.7K	1.99%	38	$3	$3,760	+1.7%
Earned subtotal		$141,865	21.3%	$2,864	49.53x	927	$153			351	$8	$52,236

Channel-native metrics

The measures that only make sense inside each channel, so nothing needs checking in the platform itself

Subscription (recurring)

$286,394 · 43.0% of online

On track

Active subscriptions: 5,711
Monthly churn: 1.8%
Avg cycles retained: 54.1
Skip rate: 12%

Email (Klaviyo)

$85,252 · 12.8% of online

On track

Revenue per recipient: $0.28
Open rate: 56%
Click rate: 1.2%
Flow share of revenue: 35%

Organic search

$66,603 · 10.0% of online

On track

Ranking terms: 1,713
Page one terms: 92
Non-brand share: 37%
Avg position: 17.8

Direct

$49,952 · 7.5% of online

On track

Returning share: 85%
Sessions per buyer: 2.3
Branded search overlap: 51%
Untracked estimate: 16%

Meta Ads

$47,954 · 7.2% of online

Off track

CTR: 0.88%
CPM: $11.24
Frequency: 2.8
Hook rate: 24%

Google Search

$46,622 · 7.0% of online

On track

Impression share: 53%
Lost to budget: 12%
Avg CPC: $0.80
Brand share of spend: 31%

Google Shopping

$23,311 · 3.5% of online

On track

Feed coverage: 82%
Out of stock lines: 18
Price competitiveness: 75%
Avg CPC: $1.37

Performance Max

$17,317 · 2.6% of online

On track

Impression share: 64%
Lost to budget: 16%
Avg CPC: $1.28
Brand share of spend: 36%

Referral and PR

$15,319 · 2.3% of online

On track

Referrers: 84
Refer-a-friend orders: 36
Programme cost: $613
Share of revenue: 0.2%

Organic social

$9,990 · 1.5% of online

On track

Followers: 153,032
Engagement rate: 3.0%
Assisted orders: 178
Posts in period: 43

Creator and affiliate

$7,992 · 1.2% of online

On track

Active partners: 51
Commission rate: 10.5%
Top 5 partner share: 58%
Content pieces live: 90

Retail media and marketplace

$5,328 · 0.8% of online

On track

Feed coverage: 81%
Out of stock lines: 11
Price competitiveness: 70%
Avg CPC: $1.14

TikTok Ads

$2,664 · 0.4% of online

Off track

CTR: 1.39%
CPM: $16.09
Frequency: 2.9
Hook rate: 25%

SMS

$1,332 · 0.2% of online

On track

Subscribed numbers: 19,625
Click rate: 7.3%
Opt-out rate: 0.94%
Cost per send: $0.050

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	13.2x	> 5.0x	On track
Paid-only ROAS Platform-reported, so it double counts across platforms	3.37x	> 3.0x	On track
Blended CAC Every channel cost over every first-time buyer	$45	< $45	Watch
Paid CAC Working media over paid-sourced first-time buyers	$68	< $60	Watch
Unpaid share of online revenue Owned and earned revenue, the base the business keeps	77%	> 40%	On track
New customer revenue share Acquisition and retention balance across all channels	7%	30 - 45%	Watch

Same revenue, four attribution views

Platform-reported totals $731,862 against $666,032 of actual online revenue, because platforms claim the same order

Channel	Platform	Last click	First click	Modelled	Model vs last click
Subscription (recurring)	$286,394	$286,394	$85,918	$286,394	+0.0%
Email (Klaviyo)	$109,123	$85,252	$40,921	$69,907	-18.0%
Organic search	$66,603	$66,603	$78,592	$72,597	+9.0%
Direct	$49,952	$49,952	$30,970	$42,959	-14.0%
Meta Ads	$68,095	$47,954	$59,463	$50,832	+6.0%
Google Search	$55,014	$46,622	$33,568	$36,832	-21.0%
Google Shopping	$27,041	$23,311	$21,679	$22,146	-5.0%
Performance Max	$22,685	$17,317	$14,892	$14,546	-16.0%
Referral and PR	$15,319	$15,319	$19,761	$17,463	+14.0%
Organic social	$9,990	$9,990	$16,185	$12,788	+28.0%
Creator and affiliate	$9,751	$7,992	$10,790	$8,872	+11.0%
Retail media and marketplace	$5,861	$5,328	$5,435	$5,328	+0.0%
TikTok Ads	$4,369	$2,664	$4,209	$3,250	+22.0%
SMS	$1,665	$1,332	$586	$1,066	-20.0%

Trade and wholesale routes

$8,680,268 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	$3,819,318	44%	2.7K	$1,410	34%	8.5%	-9.3%
Distributor and reseller Volume at lower margin, low cost to serve	$1,996,462	23%	175	$11,408	24%	3.2%	-3.2%
Grocery and retail Ranging and promo calendar led	$1,649,251	19%	87	$18,957	27%	6.4%	+9.4%
Enterprise and contract Multi-site agreements, longest cycle	$781,224	9%	44	$17,755	31%	5.1%	+5.7%
B2B online portal Self-serve reorders, best margin per dollar	$434,013	5%	1.4K	$321	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 search

Organic already returns 31x 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 SMS

Email returns 63x at 13% 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 Shopping

Shopping is the weakest paid return at 4.17x with stock gaps in the feed

Expected impact: Recovers efficiency without cutting reach

Judge on the running holdout, not last-click

TikTok Ads

TikTok shows 1.82x 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