Earned channel

Direct

Mostly returning buyers, and where untracked demand lands Figures cover Group for 21 Sept 2026 to 18 Oct 2026, last-click unless a column says otherwise.

Business

Period

Revenue

$49,952

12.3%7.5% of online revenue

Programme cost

No direct cost

Owned or earned demand

Orders

309

12.3%$162 average order

New customers

18% of channel orders, no CAC

Revenue and cost

Daily trading, 21 Sept 2026 to 18 Oct 2026

Efficiency

Return on the cost the channel carries

Delivery health

The channel-native measures that explain the result

Measure	Now	Target	Read
Revenue share Contribution to online revenue in the period	7.5%	Growing	On track
Return on cost Revenue over the cost the channel carries	0.00x	Over 3.5x	Off track
New customer share How much of the channel is acquisition	18%	Over 50%	Off track
Conversion rate Sessions to orders for traffic this channel sends	7.96%	Over 2.0%	On track

Native metrics

Straight from the platform

Returning share

85%

Sessions per buyer

2.3

Branded search overlap

51%

Untracked estimate

16%

Share of earned revenue: 35.2% across 4 channels. Week on week revenue -14.4%.

Campaigns

Where the budget actually sits inside the channel

Campaign	Objective	Cost	Revenue	Return	Orders	Cost per order	CTR	CVR	WoW	Read
Always on	Revenue	-	$23,376	-	155	-	0.90%	6.52%	+16.8%	On track
Seasonal push	Revenue	-	$14,247	-	82	-	1.19%	6.00%	-16.0%	On track
New range launch	Awareness	-	$8,491	-	57	-	1.20%	6.04%	-0.4%	On track
Win back	Retention	-	$5,090	-	33	-	1.58%	7.99%	+18.9%	On track

Where the revenue sits

The split that decides where the next dollar goes

Segment	Detail	Cost	Revenue	Share	Return	New customer share	Read
Coffee beans	Core range	-	$20,421	42.4%	-	17%	On track
Subscription	Recurring	-	$14,821	30.5%	-	16%	On track
Equipment	Considered purchase	-	$8,489	16.9%	-	19%	On track
Gifting	Seasonal	-	$5,315	10.2%	-	21%	On track

Assets in market

What is carrying the channel, and what is fatiguing

Asset	Format	Cost	Revenue	Return	CTR	Hook rate	Frequency	Days live	Read
Origin story	Video	-	$20,621	-	0.86%	36%	1.9	18	On track
Roast range	Static	-	$17,450	-	0.51%	19%	2.7	35	On track
Subscription offer	Static	-	$10,411	-	1.64%	26%	0.7	51	On track

On-site funnel

What the channel sends, and where it leaks

Sessions3,876

Visits the channel sent in the period

Product views1,823 · 47.0%

Landing page relevance to the promise made in the ad

Add to cart437 · 24.0%

Range, price and availability doing their job

Checkout started286 · 65.5%

Shipping thresholds and payment options

Orders309 · 107.8%

Checkout completion, the cheapest revenue in the business

Devices

Device	Sessions	CVR	Revenue
Mobile	2,636	6.53%	$27,853
Desktop	930	12.34%	$18,582
Tablet	310	8.36%	$4,196

States

State	Sessions	CVR	Revenue
New South Wales	1,296	8.28%	$17,370
Victoria	1,086	8.60%	$15,113
Queensland	686	7.49%	$8,306
Western Australia	372	7.17%	$4,312
South Australia	280	7.33%	$3,323
Other states and territories	156	6.85%	$1,733

What we would do next

Ranked by the value at stake, not by effort

Ongoing · Contribution

Hold the current position

Direct is returning 0.0x on the cost it carries. Keep the budget flat and re-read after the next incrementality test.