Earned channel
Direct
Mostly returning buyers, and where untracked demand lands Figures cover Group for 25 Jul 2026 to 21 Aug 2026, last-click unless a column says otherwise.
$73,295
No direct cost
439
79
Revenue and cost
Daily trading, 25 Jul 2026 to 21 Aug 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 | 6.1% | 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 | 8.73% | 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%
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 | - | $34,300 | - | 220 | - | 0.90% | 7.15% | +16.8% | On track |
Seasonal push | Revenue | - | $20,905 | - | 117 | - | 1.19% | 6.58% | -16.0% | On track |
New range launch | Awareness | - | $12,459 | - | 81 | - | 1.20% | 6.63% | -0.4% | On track |
Win back | Retention | - | $7,468 | - | 47 | - | 1.58% | 8.76% | +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 | - | $29,964 | 42.4% | - | 17% | On track |
| Subscription | Recurring | - | $21,747 | 30.5% | - | 16% | On track |
| Equipment | Considered purchase | - | $12,456 | 16.9% | - | 19% | On track |
| Gifting | Seasonal | - | $7,798 | 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 | - | $30,257 | - | 0.86% | 36% | 1.9 | 18 | On track |
| Roast range | Static | - | $25,604 | - | 0.51% | 19% | 2.7 | 35 | On track |
| Subscription offer | Static | - | $15,275 | - | 1.64% | 26% | 0.7 | 51 | On track |
On-site funnel
What the channel sends, and where it leaks
Visits the channel sent in the period
Landing page relevance to the promise made in the ad
Range, price and availability doing their job
Shipping thresholds and payment options
Checkout completion, the cheapest revenue in the business
Devices
| Device | Sessions | CVR | Revenue |
|---|---|---|---|
| Mobile | 3,415 | 7.16% | $40,869 |
| Desktop | 1,205 | 13.53% | $27,266 |
| Tablet | 402 | 9.17% | $6,157 |
States
| State | Sessions | CVR | Revenue |
|---|---|---|---|
| New South Wales | 1,679 | 9.08% | $25,486 |
| Victoria | 1,407 | 9.43% | $22,176 |
| Queensland | 888 | 8.21% | $12,188 |
| Western Australia | 482 | 7.86% | $6,327 |
| South Australia | 363 | 8.03% | $4,876 |
| Other states and territories | 203 | 7.51% | $2,543 |
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.