Paid channel
Meta Ads
Prospecting and retargeting - largest single source of new buyers Figures cover Group for 25 Jul 2026 to 21 Aug 2026, last-click unless a column says otherwise.
$248,722
$51,734
1,747
1,188
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 |
|---|---|---|---|
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%
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 | $24,999 | $105,898 | 4.24x | 725 | $34 | 1.34% | 3.66% | +17.4% | On track |
AU Retargeting - 30 day site and cart | Conversion | $12,957 | $53,035 | 4.09x | 395 | $33 | 1.18% | 2.18% | +17.0% | On track |
Subscription - First bag offer | Acquisition | $8,145 | $49,064 | 6.02x | 350 | $23 | 1.19% | 2.19% | -19.4% | On track |
Equipment and grinders | Conversion | $5,499 | $29,915 | 5.44x | 189 | $29 | 1.03% | 2.41% | -8.8% | On track |
Wholesale enquiry - lead gen | Lead | $3,998 | $15,850 | 3.96x | 109 | $37 | 1.09% | 3.19% | +21.6% | On 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 | $24,671 | $101,966 | 40.0% | 4.13x | 78% | On track |
| Coffee and specialty interest | Interest stack | $9,647 | $46,765 | 18.4% | 4.85x | 72% | On track |
| Lookalike 1% purchasers | Value based | $8,655 | $36,772 | 16.0% | 4.25x | 48% | On track |
| Site visitors 30 day | Retargeting | $8,425 | $35,046 | 13.6% | 4.16x | 86% | On track |
| Cart and checkout abandoners | Retargeting | $5,113 | $20,447 | 8.8% | 4.00x | 89% | On track |
| Subscriber exclusions | Suppression | $1,624 | $8,394 | 3.2% | 5.17x | 91% | On 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 | $16,855 | $75,964 | 4.51x | 1.77% | 31% | 0.7 | 48 | On track |
| Barista pour comparison | Video | $11,658 | $53,251 | 4.57x | 0.63% | 36% | 1.2 | 60 | Watch |
| First bag $19 offer | Static | $8,495 | $49,824 | 5.86x | 0.98% | 30% | 0.8 | 52 | On track |
| Subscription unboxing | UGC video | $8,690 | $36,572 | 4.21x | 0.58% | 36% | 1.1 | 60 | Watch |
| Origin farm story | Carousel | $6,227 | $26,310 | 4.23x | 1.33% | 25% | 2.9 | 38 | Watch |
| Grinder bundle | Static | $3,749 | $17,794 | 4.75x | 1.41% | 25% | 2.8 | 33 | 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 | 40,816 | 2.39% | $138,688 |
| Desktop | 14,406 | 4.51% | $92,525 |
| Tablet | 4,802 | 3.06% | $20,893 |
States
| State | Sessions | CVR | Revenue |
|---|---|---|---|
| New South Wales | 21,285 | 3.03% | $91,729 |
| Victoria | 18,037 | 3.14% | $80,719 |
| Queensland | 9,498 | 2.74% | $36,997 |
| Western Australia | 6,099 | 2.62% | $22,745 |
| South Australia | 4,502 | 2.68% | $17,161 |
| Other states and territories | 2,361 | 2.50% | $8,413 |
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 4.8x 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.