Paid media

Media detail

Every paid cut for Group in one place: platform, campaign, placement, audience, device, region and day-part. Averages are directional - the breakdown effect means a segment can look expensive and still be additive, so treat each read as a hypothesis to test.

Business

Period

Working media

$48,399

2.2%2.9M impressions · 44.8K clicks

Blended CAC

$40

3.4%1.2K new customers

Online ROAS

13.76x

5.2%Online revenue over working media

Average CPM / CPC

$20.52 / $1.08

1.53% blended CTR

Platform performance

21 Sept 2026 to 18 Oct 2026 · attribution windows differ by platform, so platform-reported conversions will not sum to Shopify

Platform	Spend	Share	Impr.	CTR	CPM	CPC	Conv.	CPA	ROAS	WoW
Meta Ads Prospecting + retargeting · 7-day click / 1-day view	$19,863	43%	1.4M	1.34%	$14.20	$1.06	576	$34	4.66x	+15.2%
Google Search Brand + non-brand · Data-driven, 30-day	$7,796	17%	183.4K	5.80%	$42.50	$0.73	718	$11	14.89x	+14.2%
Google Shopping Product listing · Data-driven, 30-day	$6,558	14%	244.7K	1.12%	$26.80	$2.39	101	$65	2.18x	-14.8%
Google Performance Max Full-funnel · Data-driven, 30-day	$4,721	10%	374.7K	0.94%	$12.60	$1.34	96	$49	2.83x	+13.4%
TikTok Ads Reach + creator · 7-day click / 1-day view	$3,041	7%	362.1K	1.02%	$8.40	$0.82	54	$56	2.53x	+15.8%
Microsoft Ads Search coverage · 30-day click	$2,168	5%	101.3K	3.10%	$21.40	$0.69	153	$14	11.37x	-14.8%
Pinterest Consideration · 30-day click	$1,887	4%	265.8K	0.86%	$7.10	$0.83	42	$45	3.44x	-3.2%
LinkedIn Enterprise lead gen · 30-day click	$221	0%	3.2K	0.62%	$68.40	$11.03	1	$265	0.61x	-10.7%

Campaign detail

Sorted by spend. Campaigns in learning are early signals only - avoid structural changes until they exit.

Campaign	Status	Spend	Results	Cost per result	ROAS	Frequency	WoW
Group \| Prospecting \| Broad Meta Ads · Sales	Active	$14,870	323	$46	13.25x	1.6	+15.6%
Group \| Subscription acquisition Meta Ads · Sales	Active	$9,172	235	$39	14.01x	2.3	+4.9%
Group \| Retargeting \| 30-day Meta Ads · Sales	Active	$5,782	105	$55	9.73x	3.2	+0.7%
Group \| Brand search Google Search · Sales	Learning	$4,109	140	$29	15.60x	2.9	-10.3%
Group \| Shopping \| Core range Google Shopping · Sales	Active	$3,730	113	$33	14.09x	3.7	-7.1%
Group \| Non-brand beans Google Search · Sales	Active	$3,387	89	$38	11.79x	2.2	-5.4%
Group \| Performance Max Google Performance Max · Sales	Active	$2,586	45	$57	10.86x	4.0	-9.3%
Group \| Creator whitelisting TikTok Ads · Sales	Active	$2,575	90	$28	17.48x	2.0	-7.0%
Group \| Wholesale enquiries Meta Ads · Leads	Limited	$2,188	35	$63	7.21x	3.6	-9.6%

Age and gender

Accounts Center accounts, not individuals

25-34 female

$32

20% spend · 23% conv · 18.16x · 297 conv

35-44 female

$29

17% spend · 22% conv · 17.06x · 283 conv

35-44 male

$39

15% spend · 15% conv · 14.04x · 194 conv

25-34 male

$43

15% spend · 13% conv · 13.21x · 169 conv

45-54 female

$35

11% spend · 12% conv · 15.27x · 154 conv

45-54 male

$49

10% spend · 8% conv · 12.11x · 103 conv

18-24 allspend ahead of conversions

$70

7% spend · 4% conv · 7.43x · 49 conv

High reach, low basket

55+ allspend ahead of conversions

$54

5% spend · 3% conv · 11.28x · 45 conv

Hypothesis: shift a test budget from 18-24 all toward 35-44 female, where cost per conversion runs $29 against $70. Validate with a holdout before any exclusion - averages alone do not prove incrementality.

Placement

Where the impression served

Instagram Reels

$33

22% spend · 23% conv · 15.96x · 320 conv

Facebook Feed

$35

20% spend · 21% conv · 14.86x · 282 conv

Instagram Feed

$33

16% spend · 18% conv · 16.65x · 242 conv

Google Search results

$30

15% spend · 18% conv · 18.44x · 250 conv

Instagram Storiesspend ahead of conversions

$50

10% spend · 7% conv · 11.97x · 96 conv

Shopping / PLA

$36

8% spend · 8% conv · 14.04x · 114 conv

Audience Networkspend ahead of conversions

$80

5% spend · 2% conv · 6.61x · 33 conv

Low view quality

YouTube in-feedspend ahead of conversions

$62

4% spend · 2% conv · 9.08x · 30 conv

Hypothesis: shift a test budget from Audience Network toward Google Search results, where cost per conversion runs $30 against $80. Validate with a holdout before any exclusion - averages alone do not prove incrementality.

Device and platform

iOS conversions are understated post-ATT

iPhone

$48

44% spend · 37% conv · 12.66x · 427 conv

ATT attribution gap likely understates

Android mobile

$39

25% spend · 26% conv · 14.45x · 299 conv

Desktop

$31

21% spend · 28% conv · 18.99x · 319 conv

Highest basket size

Tablet

$45

9% spend · 8% conv · 10.73x · 95 conv

Hypothesis: shift a test budget from iPhone toward Desktop, where cost per conversion runs $31 against $48. Validate with a holdout before any exclusion - averages alone do not prove incrementality.

Region

Australian states and territories

New South Wales

$38

31% spend · 33% conv · 15.69x · 401 conv

Victoria

$37

29% spend · 31% conv · 16.38x · 373 conv

Queensland

$41

16% spend · 16% conv · 13.49x · 192 conv

Western Australia

$52

9% spend · 7% conv · 11.83x · 88 conv

South Australia

$39

8% spend · 8% conv · 12.52x · 94 conv

ACT

$39

3% spend · 3% conv · 14.86x · 37 conv

Tasmaniaspend ahead of conversions

$59

2% spend · 1% conv · 10.18x · 18 conv

NTspend ahead of conversions

$69

2% spend · 1% conv · 8.39x · 13 conv

Hypothesis: shift a test budget from NT toward Victoria, where cost per conversion runs $37 against $69. Validate with a holdout before any exclusion - averages alone do not prove incrementality.

Day of week

Day-parting hypothesis input

Thursday

$37

16% spend · 16% conv · 14.31x · 208 conv

Wednesday

$41

15% spend · 14% conv · 13.49x · 181 conv

Tuesday

$39

15% spend · 14% conv · 14.04x · 188 conv

Friday

$42

14% spend · 13% conv · 12.94x · 169 conv

Sunday

$35

14% spend · 15% conv · 16.79x · 191 conv

Monday

$39

13% spend · 13% conv · 14.59x · 171 conv

Saturday

$35

13% spend · 15% conv · 16.24x · 188 conv

Hypothesis: shift a test budget from Friday toward Sunday, where cost per conversion runs $35 against $42. Validate with a holdout before any exclusion - averages alone do not prove incrementality.

Hour of day

Four-hour bands, AEST

16:00 - 20:00

$35

23% spend · 25% conv · 15.96x · 329 conv

08:00 - 12:00

$35

21% spend · 23% conv · 15.41x · 303 conv

12:00 - 16:00

$41

19% spend · 17% conv · 13.49x · 225 conv

20:00 - 24:00

$42

18% spend · 16% conv · 14.86x · 209 conv

04:00 - 08:00

$29

13% spend · 16% conv · 17.06x · 217 conv

Morning coffee ritual

00:00 - 04:00spend ahead of conversions

$74

5% spend · 3% conv · 7.16x · 35 conv

Hypothesis: shift a test budget from 00:00 - 04:00 toward 04:00 - 08:00, where cost per conversion runs $29 against $74. Validate with a holdout before any exclusion - averages alone do not prove incrementality.