Earned channel

Referral and PR

Refer-a-friend, press placements and partner sites Figures cover Group for 21 Sept 2026 to 18 Oct 2026, last-click unless a column says otherwise.

Business

Period

Revenue

$15,319

4.3%2.3% of online revenue

Media cost

$613

3.9%25.00x return on spend

Orders

4.3%$154 average order

New customers

63% of channel orders, $10 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	2.3%	Growing	On track
Return on cost Revenue over the cost the channel carries	25.00x	Over 3.5x	On track
New customer share How much of the channel is acquisition	63%	Over 50%	On track
Conversion rate Sessions to orders for traffic this channel sends	3.82%	Over 2.0%	On track

Native metrics

Straight from the platform

Referrers

Refer-a-friend orders

Programme cost

$613

Share of revenue

0.2%

Share of earned revenue: 10.8% across 4 channels. Week on week revenue -15.4%.

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	$227	$6,599	29.01x	45	$5	0.78%	3.72%	+21.3%	On track
Seasonal push	Revenue	$175	$3,974	22.65x	23	$8	1.42%	3.19%	+6.3%	On track
New range launch	Awareness	$117	$2,763	23.64x	20	$6	1.16%	4.44%	+17.3%	On track
Win back	Retention	$56	$1,665	29.80x	10	$6	0.80%	3.56%	-16.1%	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	$242	$6,253	42.4%	25.85x	51%	On track
Subscription	Recurring	$160	$4,312	30.5%	26.94x	48%	On track
Equipment	Considered purchase	$103	$2,566	16.9%	24.94x	62%	On track
Gifting	Seasonal	$59	$1,455	10.2%	24.68x	71%	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	$317	$7,225	22.81x	1.28%	31%	1.2	59	Watch
Roast range	Static	$230	$4,607	20.05x	0.86%	17%	1.9	18	On track
Subscription offer	Static	$134	$3,647	27.23x	0.91%	25%	0.7	49	On track

On-site funnel

What the channel sends, and where it leaks

Sessions2,601

Visits the channel sent in the period

Product views1,552 · 59.7%

Landing page relevance to the promise made in the ad

Add to cart491 · 31.6%

Range, price and availability doing their job

Checkout started280 · 57.2%

Shipping thresholds and payment options

Orders99 · 35.4%

Checkout completion, the cheapest revenue in the business

Devices

Device	Sessions	CVR	Revenue
Mobile	1,769	3.13%	$8,542
Desktop	624	5.91%	$5,699
Tablet	208	4.01%	$1,287

States

State	Sessions	CVR	Revenue
New South Wales	826	3.97%	$5,058
Victoria	763	4.12%	$4,852
Queensland	457	3.59%	$2,529
Western Australia	241	3.43%	$1,275
South Australia	181	3.51%	$983
Other states and territories	97	3.28%	$491

What we would do next

Ranked by the value at stake, not by effort

Ongoing · Contribution

Hold the current position

Referral and PR is returning 25.0x on the cost it carries. Keep the budget flat and re-read after the next incrementality test.