Paid channel

Meta Ads

Prospecting and retargeting - largest single source of new buyers Figures cover Group for 21 Sept 2026 to 18 Oct 2026, last-click unless a column says otherwise.

Business

Period

Revenue

$47,954

4.3%7.2% of online revenue

Media cost

$21,579

3.4%2.22x return on spend

Orders

348

4.3%$138 average order

New customers

237

68% of channel orders, $91 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
Frequency (7 day) Above three and the prospecting audience is being served too hard	2.4	Under 3.0	On track
CPM Auction pressure, read against the seasonal retail baseline	$13.10	Under $18	On track
Outbound CTR Creative relevance signal before landing page effects	1.47%	Over 1.0%	On track
New customer share How much of the channel is genuinely acquisition rather than harvesting	68%	Over 60%	On track

Native metrics

Straight from the platform

CTR

0.88%

CPM

$11.24

Frequency

2.8

Hook rate

24%

Share of paid revenue: 31.7% across 7 channels. Week on week revenue +3.5%.

Campaigns

Where the budget actually sits inside the channel

Campaign	Objective	Cost	Revenue	Return	Orders	Cost per order	CTR	CVR	WoW	Read
AU Prospecting - Advantage+ Shopping	Acquisition	$10,428	$20,417	1.96x	144	$72	1.34%	3.33%	+17.4%	Off track
AU Retargeting - 30 day site and cart	Conversion	$5,405	$10,225	1.89x	79	$69	1.18%	1.99%	+17.0%	Off track
Subscription - First bag offer	Acquisition	$3,397	$9,460	2.78x	70	$49	1.19%	2.00%	-19.4%	Off track
Equipment and grinders	Conversion	$2,294	$5,768	2.51x	38	$61	1.03%	2.20%	-8.8%	Off track
Wholesale enquiry - lead gen	Lead	$1,668	$3,056	1.83x	22	$77	1.09%	2.91%	+21.6%	Off track

Audiences

Broad against interest and retargeting pools, read on new customers not platform ROAS

Segment	Detail	Cost	Revenue	Share	Return	New customer share	Read
Broad (Advantage+)	No exclusions, 25-54	$10,291	$19,659	40.0%	1.91x	78%	Off track
Coffee and specialty interest	Interest stack	$4,024	$9,016	18.4%	2.24x	72%	Off track
Lookalike 1% purchasers	Value based	$3,610	$7,090	16.0%	1.96x	48%	Off track
Site visitors 30 day	Retargeting	$3,514	$6,757	13.6%	1.92x	86%	Off track
Cart and checkout abandoners	Retargeting	$2,133	$3,942	8.8%	1.85x	89%	Off track
Subscriber exclusions	Suppression	$677	$1,618	3.2%	2.39x	91%	Off track

Creative in market

What is carrying the channel, and what is fatiguing

Asset	Format	Cost	Revenue	Return	CTR	Hook rate	Frequency	Days live	Read
Roastery floor - 15s cut	UGC video	$7,030	$14,646	2.08x	1.77%	31%	0.7	48	Off track
Barista pour comparison	Video	$4,863	$10,267	2.11x	0.63%	36%	1.2	60	Watch
First bag $19 offer	Static	$3,544	$9,606	2.71x	0.98%	30%	0.8	52	Off track
Subscription unboxing	UGC video	$3,625	$7,051	1.95x	0.58%	36%	1.1	60	Watch
Origin farm story	Carousel	$2,597	$5,073	1.95x	1.33%	25%	2.9	38	Watch
Grinder bundle	Static	$1,564	$3,431	2.19x	1.41%	25%	2.8	33	Off track

On-site funnel

What the channel sends, and where it leaks

Sessions13,106

Visits the channel sent in the period

Product views7,674 · 58.6%

Landing page relevance to the promise made in the ad

Add to cart1,776 · 23.1%

Range, price and availability doing their job

Checkout started1,067 · 60.1%

Shipping thresholds and payment options

Orders348 · 32.6%

Checkout completion, the cheapest revenue in the business

Devices

Device	Sessions	CVR	Revenue
Mobile	8,912	2.18%	$26,739
Desktop	3,145	4.11%	$17,839
Tablet	1,048	2.79%	$4,028

States

State	Sessions	CVR	Revenue
New South Wales	4,647	2.76%	$17,686
Victoria	3,938	2.87%	$15,563
Queensland	2,074	2.50%	$7,133
Western Australia	1,332	2.39%	$4,385
South Australia	983	2.44%	$3,309
Other states and territories	515	2.28%	$1,622

What we would do next

Ranked by the value at stake, not by effort

0-14 days · New customers

Shift budget into broad prospecting

Retargeting is carrying reported ROAS at 2.2x while contributing few genuinely new buyers. Cap retargeting at 20% of channel spend and move the balance into Advantage+ prospecting.

0-30 days · CAC

Refresh the top two fatiguing concepts

Frequency is climbing on the two highest spend videos. Ship three new hooks against the same offer before CPMs re-rate.

30-60 days · Measurement

Hold a geo holdout

Run a four week WA and SA holdout to re-baseline incrementality against the current mix.