Paid channel

TikTok Ads

Cheap reach, weak last-click - judge on blended lift not platform ROAS Figures cover Group for 21 Sept 2026 to 18 Oct 2026, last-click unless a column says otherwise.

Business

Period

Revenue

$2,664

5.2%0.4% of online revenue

Media cost

$1,465

1.3%1.82x return on spend

Orders

5.2%$126 average order

New customers

79% of channel orders, $88 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	2.3	Under 3.0	On track
CPM Auction pressure, read against the seasonal retail baseline	$12.81	Under $18	On track
Hook rate (3s) The single strongest predictor of channel efficiency here	30%	Over 30%	On track
View to site rate Platform traffic quality before the site does its job	0.50%	Over 1.0%	Off track

Native metrics

Straight from the platform

CTR

1.39%

CPM

$16.09

Frequency

2.9

Hook rate

25%

Share of paid revenue: 1.8% across 7 channels. Week on week revenue +14.4%.

Campaigns

Where the budget actually sits inside the channel

Campaign	Objective	Cost	Revenue	Return	Orders	Cost per order	CTR	CVR	WoW	Read
Prospecting - broad	Acquisition	$681	$1,351	1.98x	11	$61	1.20%	1.73%	+20.8%	Off track
Spark Ads - creator whitelist	Acquisition	$479	$912	1.90x	8	$63	0.55%	1.85%	+6.9%	Off track
Retargeting - 14 day	Conversion	$209	$343	1.64x	3	$73	1.60%	1.69%	+21.1%	Off track

Audiences and creators

Cheap reach with weak last click, so judge it on blended lift

Segment	Detail	Cost	Revenue	Share	Return	New customer share	Read
Broad 18-44	Prospecting	$657	$1,304	47.2%	1.98x	84%	Off track
Creator whitelisted	Spark Ads	$369	$784	28.3%	2.12x	85%	Off track
Coffee and café interest	Interest	$265	$421	16.0%	1.59x	77%	Off track
Site visitors 14 day	Retargeting	$119	$215	8.5%	1.81x	65%	Off track

Creator content

What is carrying the channel, and what is fatiguing

Asset	Format	Cost	Revenue	Return	CTR	Hook rate	Frequency	Days live	Read
Home barista routine	Creator video	$551	$1,046	1.90x	0.98%	30%	0.8	52	Off track
Roastery behind the scenes	Creator video	$433	$726	1.68x	1.47%	15%	1.8	73	Watch
Subscription unboxing	Creator video	$290	$484	1.67x	1.30%	32%	1.2	63	Watch
Grinder how-to	Creator video	$172	$325	1.89x	1.56%	17%	1.7	74	Watch

On-site funnel

What the channel sends, and where it leaks

Sessions1,160

Visits the channel sent in the period

Product views590 · 50.9%

Landing page relevance to the promise made in the ad

Add to cart176 · 29.9%

Range, price and availability doing their job

Checkout started101 · 57.1%

Shipping thresholds and payment options

Orders21 · 21.0%

Checkout completion, the cheapest revenue in the business

Devices

Device	Sessions	CVR	Revenue
Mobile	789	1.50%	$1,486
Desktop	278	2.83%	$991
Tablet	93	1.92%	$224

States

State	Sessions	CVR	Revenue
New South Wales	389	1.90%	$928
Victoria	328	1.97%	$813
Queensland	207	1.72%	$447
Western Australia	114	1.64%	$235
South Australia	80	1.68%	$169
Other states and territories	43	1.57%	$85

What we would do next

Ranked by the value at stake, not by effort

0-30 days · Measurement

Judge the channel on blended lift

Last click credits this channel 1.8x. Hold the current budget and measure it in the next geo test rather than turning it off on platform numbers.

30-60 days · CAC

Move to a creator-first production line

Commission six creator cuts a month against the two offers that already convert. Volume of hooks is the lever here, not spend.