Earned channel

Organic social

Content and community; assists more than it closes Figures cover Group for 21 Sept 2026 to 18 Oct 2026, last-click unless a column says otherwise.

Business

Period

Revenue

$9,990

9.1%1.5% of online revenue

Media cost

$120

6.7%83.33x return on spend

Orders

9.1%$135 average order

New customers

51% of channel orders, $3 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	1.5%	Growing	On track
Return on cost Revenue over the cost the channel carries	83.33x	Over 3.5x	On track
New customer share How much of the channel is acquisition	51%	Over 50%	On track
Conversion rate Sessions to orders for traffic this channel sends	1.99%	Over 2.0%	Watch

Native metrics

Straight from the platform

Followers

153,032

Engagement rate

3.0%

Assisted orders

178

Posts in period

Share of earned revenue: 7.0% across 4 channels. Week on week revenue +1.7%.

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	$53	$4,731	89.27x	33	$2	1.55%	1.71%	+0.9%	On track
Seasonal push	Revenue	$31	$2,786	88.84x	23	$1	1.43%	1.85%	-8.8%	On track
New range launch	Awareness	$17	$1,739	102.02x	12	$1	0.83%	2.19%	-21.9%	On track
Win back	Retention	$14	$976	71.12x	7	$2	1.14%	1.42%	+10.5%	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	$49	$4,356	42.4%	88.31x	59%	On track
Subscription	Recurring	$44	$2,900	30.5%	66.07x	45%	On track
Equipment	Considered purchase	$17	$1,771	16.9%	104.67x	66%	On track
Gifting	Seasonal	$11	$1,069	10.2%	94.77x	68%	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	$64	$4,925	77.21x	0.99%	27%	0.8	55	On track
Roast range	Static	$42	$2,848	67.70x	1.62%	24%	0.6	48	On track
Subscription offer	Static	$32	$2,475	76.56x	0.81%	28%	3.0	42	Watch

On-site funnel

What the channel sends, and where it leaks

Sessions3,721

Visits the channel sent in the period

Product views1,718 · 46.2%

Landing page relevance to the promise made in the ad

Add to cart402 · 23.4%

Range, price and availability doing their job

Checkout started230 · 57.1%

Shipping thresholds and payment options

Orders74 · 32.3%

Checkout completion, the cheapest revenue in the business

Devices

Device	Sessions	CVR	Revenue
Mobile	2,531	1.63%	$5,571
Desktop	893	3.09%	$3,716
Tablet	298	2.09%	$839

States

State	Sessions	CVR	Revenue
New South Wales	1,276	2.07%	$3,562
Victoria	1,057	2.15%	$3,064
Queensland	641	1.87%	$1,619
Western Australia	377	1.79%	$911
South Australia	274	1.83%	$677
Other states and territories	157	1.71%	$362

What we would do next

Ranked by the value at stake, not by effort

Ongoing · Contribution

Hold the current position

Organic social is returning 83.3x on the cost it carries. Keep the budget flat and re-read after the next incrementality test.