1 Daily Scoreboard
Key performance indicators vs. targets
New Customers
476 ▲
Up from 311 Saturday (+53%)
TARGET: 500+ | 7d avg: 440
Blended CAC
$93 ▼
Down from $130 Saturday
TARGET: <$90 | 7d avg: $98
Total Spend
$44,276
7d avg: $43,224
Total Transactions
3,160
Revenue: $169,748
All platforms
| Metric |
Sunday |
Saturday |
7-Day Avg |
30-Day Avg |
Target |
| NC (all platforms) |
476 |
311 |
440 |
547 |
500+ |
| Blended CAC |
$93 |
$130 |
$98 |
$93 |
<$90 |
| Daily Spend |
$44,276 |
$40,322 |
$43,224 |
$50,725 |
— |
Note: 7d/30d averages are from 14-day window pulls done earlier. Yesterday's numbers use 1-day click which is tighter, so the comparison isn't perfectly apples-to-apples but directionally correct.
⚠
Yellow Alert — Recovering But Not Clear
NC rebounded 53% from Saturday's low (311 → 476) but still 13% below 7-day average. CAC improved to $93, matching the 30-day average. Spend recovered $4K. Trending in the right direction but not out of the woods.
2 Attribution Model Analysis
Which model should we trust?
| Model x Window |
NC |
Transactions |
CAC |
Insight |
| Clicks Only · 1-day |
311 | 974 | $130 |
Conservative baseline |
| Clicks Only · 7-day |
311 | 984 | $130 |
Same as 1-day — people convert same day |
| Clicks Only · Lifetime |
363 | 2,768 | $111 |
+17% more NC, lots more repeat txns |
| Clicks + Det. Views · 1-day |
0 | 933 | N/A |
Views drive repeat purchases, NOT new customers |
| Clicks + Det. Views · 7-day |
0 | 941 | N/A |
Same pattern |
FB-Only Breakdown
| Model |
NC |
CAC |
ROAS |
| Clicks Only · 1-day |
135 | $215 | — |
| Clicks Only · Lifetime |
167 | $174 | 1.24x |
Finding
1-day and 7-day click windows produce IDENTICAL results. Your customers convert same-day or not at all. There is no consideration window. This means 1-day click is the right attribution window — you're not losing any signal.
Finding
Deterministic Views model shows ZERO new customers but 933 transactions. View attribution captures repeat purchases from existing customers seeing ads, but does NOT drive new customer acquisition. For NC-focused decisions, use Clicks Only.
Recommendation
Use Clicks Only · 1-day as your primary model for daily decisions. Reference Lifetime periodically for the full picture (+17% more NC from longer attribution paths).
3 Yesterday's Campaigns
All campaigns with $50+ spend on Sunday, March 29. 1-day click window. Click headers to sort.
| Campaign |
Spend |
NC |
CAC |
ROAS |
Status |
| conv_all_ABO_scaling_7day | $11,395 | 101 | $113 | 1.14x | WATCH |
| conv_og_sales_ASC_top-ads_relaunch | $10,499 | 49 | $216 | 0.23x | CUT 50% |
| conv_ABO_persona-testing | $3,884 | 16 | $250 | 0.17x | CUT |
| TQE - CBO | $1,948 | 8 | $231 | 0.25x | CUT |
| og_search-conquesting | $1,927 | 27 | $73 | 1.92x | SCALE |
| GeistM VsRyze | $1,717 | 9 | $196 | 0.95x | CUT |
| Amazon US | $1,610 | 0 | N/A | 0.00x | REVIEW |
| MUD_CPP_D0_TopAds | $1,225 | 8 | $145 | 0.68x | WATCH |
| marpipe_test | $1,116 | 7 | $158 | 0.56x | CUT |
| conv_rest_costperresult_ASC | $996 | 1 | $996 | 0.05x | KILL |
| GeistM BestFor | $991 | 2 | $619 | 0.09x | KILL |
| tof_awr_eng_fyf | $924 | 0 | N/A | 0.00x | KILL NOW |
| og_search-brand | $884 | 36 | $24 | 9.15x | SCALE |
| MUD_CPP_Mar4Refresh | $812 | 3 | $325 | 0.41x | CUT |
| og_search-nb_mushroom-coffee | $343 | 4 | $86 | 6.80x | SCALE |
3b Top Ads — Sunday
Highest-spend individual ads on Sunday, March 29. 1-day click window.
| # |
Format |
Ad |
Spend |
NC |
CAC |
ROAS |
| 1 | Video |
Calm-Seeker OG SHA-Caff |
$865 | 3 | $346 | 0.16x |
| 2 | Video |
Founder OG Iced Recipe (main) |
$785 | 5 | $162 | 0.23x |
| 3 | Static |
TQE Thomas Static2 |
$774 | 4 | $218 | 0.19x |
| 4 | Static |
TQE Jenna Static 3 |
$547 | 4 | $156 | 0.30x |
| 5 | Static |
STATIC_V.36 jan14sprint |
$462 | 3 | $185 | 0.28x |
| 6 | Video |
Calm-Seeker OG SHA-Piketty |
$299 | 4 | $85 | 0.45x |
| 7 | Video |
Gut-Guardian Coffee Proprietary |
$269 | 4 | $62 | 0.64x |
Top Ad Insight
The Gut-Guardian Coffee Proprietary video hit $62 CAC on Sunday — the lowest CAC ad in the account today and second day in a row of strong results. This validates yesterday's recommendation to scale it. Founder OG Iced Recipe continues performing at $162 CAC.
4 Creative Performance Center
Deep creative analysis. 30-day window, 1-day click attribution, Accrual.
30-day data, 1-day click window, $1K+ spend, 5+ NC, sorted by CAC.
| # |
Format |
Ad Name |
Campaign // Adset |
30d Spend |
NC |
CAC |
ROAS |
CPM |
Action |
| 1 | Video |
Founder_OG_Iced Recipe (scaling_7day) |
scaling_7day // Founder_OG_Iced Recipe |
$6,045 | 48 | $126 | 1.62x | $40.26 |
SCALE |
| 2 | Static |
Statics84 - Copy |
scaling_7day // static2winners |
$4,218 | 32 | $133 | 0.79x | $20.22 |
SCALE |
| 3 | GIF |
GIF_Animations value-driven |
ASC_top-ads_CPR // ASC_top-ads |
$4,002 | 28 | $141 | 1.94x | $34.24 |
SCALE |
| 4 | Video |
Founder Iced Recipe (hvlc) |
ASC_relaunch // hvlc |
$9,994 | 65 | $154 | 0.28x | $35.48 |
REVIEW |
| 5 | Static |
40% OFF square-6 Copy |
scaling_7day // static2winners |
$2,597 | 17 | $155 | 0.45x | $23.62 |
WATCH |
| 6 | Static |
STATIC_V.36 Copy (jan14sprint) |
ASC_CPR // ASC_top-ads |
$4,947 | 29 | $172 | 0.67x | $20.59 |
WATCH |
| 7 | Static |
STATICS37 Copy (jan14sprint) |
ASC_CPR // ASC_top-ads |
$7,225 | 38 | $192 | 0.92x | $15.69 |
WATCH |
Same Creative, Different Results
The Founder OG Iced Recipe video is the best creative in the account at $126 CAC. But notice: the SAME creative in the hvlc adset costs $154 with 0.28x ROAS. The creative works — the hvlc audience doesn't. Kill the hvlc adset, scale the scaling_7day adset.
Ads grouped by creative concept. See which CONCEPTS work, not just individual ads.
| Concept |
# Ads |
Formats |
30d Spend |
NC |
CAC |
ROAS |
Verdict |
| Founder OG Iced Recipe | 5 | Video |
$47,529 | 277 | $171 | 0.38x |
WORKHORSE |
| TQE - Thomas | 2 | Static |
$44,085 | 172 | $256 | 0.11x |
HIGH SPEND |
| Static: statics2 | 6 | Static |
$21,951 | 129 | $170 | 0.28x |
SOLID |
| Static: statics37 | 2 | Static |
$15,717 | 69 | $228 | 0.43x |
FATIGUING |
| GIF Animations | 2 | GIF |
$9,175 | 45 | $203 | 0.85x |
UNDERSCALED |
| TQE - Lorelco | 5 | Static/Video |
$7,381 | 9 | $835 | 0.08x |
KILL |
| TQE - Wade UGC | 8 | Static/Video |
$7,354 | 17 | $431 | 0.08x |
KILL |
| Persona: Calm-Seeker | 40 | Video |
$7,212 | 19 | $386 | 0.06x |
KILL |
| TQE - Jenna | 4 | Static |
$6,567 | 14 | $472 | 0.05x |
KILL |
| 40% OFF Static | 1 | Static |
$5,832 | 24 | $243 | 0.64x |
DECENT |
| Retail | 4 | GIF |
$3,694 | 0 | N/A | 0.00x |
KILL |
| Canada | 2 | Video |
$1,303 | 5 | $280 | 1.35x |
SCALE |
New Customer Volume by Concept (30d)
Concept Analysis
5 concepts drive 93% of new customers: Founder Iced Recipe, Thomas Static, Statics2, Statics37, and GIF Animations. Everything else is noise or actively losing money. The Persona testing (40 ads at $386 CAC) and TQE agency work (Lorelco $835, Wade $431, Jenna $472) should be killed immediately.
Ads getting worse over time: 7d CAC vs 30d CAC comparison.
| Ad |
Format |
30d CAC |
7d CAC |
Δ CAC |
30d CPM |
7d CPM |
Signal |
| STATICS37 | Static |
$166 | $282 | +69% |
$17.10 | $17.10 |
FATIGUING — CPM stable but CAC rising = audience exhaustion |
| Thomas Static2 (TQE) | Static |
$255 | $366 | +43% |
$19.55 | $19.24 |
FATIGUING |
| Jenna Static 2 (TQE) | Static |
$207 | $282 | +36% |
$17.26 | $16.76 |
FATIGUING |
| Founder Iced Recipe (hvlc) | Video |
$203 | $273 | +35% |
$23.18 | $20.73 |
DEGRADING |
| Founder Iced Recipe (main) | Video |
$167 | $170 | +2% |
$35.81 | $33.01 |
STABLE |
| SHA MushroomCoffeeComparison | Video |
$276 | $78 | -72% |
$29.39 | $29.72 |
IMPROVING |
Fatigue Alert
STATICS37 has CPM stable at $17.10 but CAC jumped 69%. This means the audience is seeing the ad but not converting — classic fatigue. Refresh the creative or pause and let it rest. SHA MushroomCoffeeComparison (Canada) is trending in the opposite direction — CAC dropped 72%. Scale this ad.
How fast are we shipping new creative? And is it working?
Top New Ads This Week (sorted by spend)
| Format |
Ad Name |
Spend |
NC |
CAC |
| Static | STATIC_V.36 (jan14sprint) |
$1,740 | 5 | $354 |
| Static | STATICS37 (jan14sprint) |
$1,267 | 4 | $282 |
| Video | Calm-Seeker Coffee L-Theanine |
$970 | 4 | $242 |
| Video | Gut-Guardian Coffee Proprietary |
$629 | 4 | $157 |
Velocity Check
44 new ads launched this week — good creative velocity. But only 2 have sub-$200 CAC. Most are persona-testing ads that are underperforming. The best new ad is the Gut-Guardian Coffee Proprietary video at $157 CAC (30d) / $62 CAC (Sunday) — scale this immediately.
30-day performance by creative format. Updated data.
| Type |
Spend |
NC |
CAC |
ROAS |
CPM |
# Ads |
| Video |
$36,319 | 192 | $189 |
1.88x | $28.95 | 472 |
| Static |
$57,192 | 276 | $207 |
1.14x | $18.01 | 332 |
| GIF |
$6,533 | 30 | $219 |
2.24x | $17.21 | 65 |
ROAS by Creative Format (30d)
Spend Distribution by Format (30d)
Format Strategy
Video has the best CAC ($189) AND best volume efficiency. Static gets 57% of spend but $207 CAC. GIF has the best ROAS (2.24x) but only 6.5% of spend. Action: Increase GIF and Video creative production. For every 2 statics produced, make 1 GIF and 1 video version of the same concept.
5 Landing Page Performance
SUNDAY BOUNCE RATES SPIKED ACROSS THE BOARD
Every major landing page saw 50-66% bounce rate on Sunday vs 18-39% during the week. Investigate device mix and traffic quality.
| Landing Page |
Sessions |
CVR |
vs 7d Avg |
Bounce |
Revenue |
| /products/30-servings-tin | 8,518 | 1.87% | -0.40pp | 56% | $8,990 |
| /pages/rise-2 | 7,720 | 1.32% | -0.05pp | 59% | $4,873 |
| / (homepage) | 5,873 | 3.35% | +1.09pp | 56% | $11,626 |
| /pages/compare-listicle-og | 3,671 | 1.61% | -0.06pp | 56% | $2,481 |
| /products/nourish-chocolate | 2,289 | 0.13% | -0.20pp | 66% | $147 |
| /pages/nourish | 1,056 | 0.00% | N/A | 53% | $0 |
| /products/coffee-starter-kit | 939 | 2.24% | N/A | 49% | $1,167 |
| /pages/rise | 741 | 2.97% | N/A | 54% | $1,515 |
| /pages/rise-2-coffee | 617 | 0.32% | -0.70pp | 58% | $109 |
Session Distribution by Landing Page (Sunday)
Sessions vs. Conversion Rate (Sunday)
Bounce Rate Spike
BOUNCE RATES ARE ELEVATED ACROSS THE BOARD: Every major landing page has 50-66% bounce rate on Sunday vs 18-39% during the week. This could be a mobile vs desktop shift on weekends, or could indicate traffic quality issues. Investigate device mix.
Homepage CVR
Homepage CVR spiked to 3.35% (vs 2.26% 7d avg). This is likely returning customers / direct traffic converting at higher rates on weekends.
Broken Page
/products/nourish-chocolate continues to be broken — 2,289 sessions, 0.13% CVR, 66% bounce. This page needs immediate attention.
6 Targeting Funnel Performance
Month-to-date by targeting type. Northbeam attribution.
| Targeting |
Spend |
Revenue |
ROAS |
CAC |
NC |
| Paid - Other (broad/ASC) |
$972,293 | $1,061,717 | 1.09x | $151 | 6,444 |
| Paid - Prospecting |
$112,241 | $252,108 | 2.25x | $379 | 296 |
| Paid - Retargeting |
$0 | $144,875 | ∞ | $0 | 10 |
Funnel Analysis
Prospecting has the best ROAS (2.25x) but much higher CAC ($379). "Paid - Other" (mostly ASC/broad) drives 95% of volume at $151 CAC. The retargeting pool is severely underutilized — $0 spend but generating $145K in attributed revenue from organic touchpoints. There is a clear opportunity to add dedicated retargeting budget.
7 Historical Context
3-year performance benchmarks across all platforms. Northbeam attribution.
3-Year FB CAC
$179
Current 12-wk: $148 (better)
3-Year Blended CAC
$71
Current: $93 (worse)
3-Year FB Spend
$28.7M
160K new customers
FB Share
19%
of NC, but 49% of paid spend
Top Platforms by New Customer Volume (3-Year)
8 Action Items
Direct orders. No hedging. Execute now.
-
1
Critical — Do Now
KILL tof_awr_eng_fyf — STILL RUNNING
This was flagged yesterday as Critical #4. It spent $924 on Sunday with 0 NC. If it wasn't killed yet, kill it NOW.
-
2
Critical — Do Now
SCALE GUT-GUARDIAN COFFEE PROPRIETARY VIDEO
$62 CAC today, $157 yesterday. Two days of strong signal. Push to $500/day immediately.
-
3
Critical — Do Now
FIX /products/nourish-chocolate-protein LANDING PAGE
2,289 sessions yesterday, 0.13% CVR. This page is converting 15x worse than the product page average. Something is fundamentally broken.
-
4
Critical — Do Now
CUT conv_og_sales_ASC_top-ads_relaunch BUDGET BY 50%
$10.5K/day at $216 CAC. This is the 2nd biggest spender and 2.4x above CAC target.
-
5
High — This Week
INCREASE og_search-conquesting AND og_search-brand BUDGETS BY 50%
Combined $73 and $24 CAC — far below target. These are capped too low.
-
6
High — This Week
REDUCE conv_ABO_persona-testing
$3,884 at $250 CAC. The Calm-Seeker OG SHA tests are mostly failing except the Piketty variant ($85 CAC) and Gut-Guardian Proprietary ($62 CAC). Kill everything except those two.
-
7
High — This Week
INVESTIGATE SUNDAY BOUNCE RATE SPIKE
50-66% bounce across all pages vs 18-39% during the week. If this is a weekend pattern, consider reducing Sunday ad spend or adjusting bid strategy for weekends.
-
8
Watch — Monitor
NC REBOUND: 311 → 476 BUT STILL BELOW TARGET
NC improved 53% from Saturday (311 → 476) but still below 500 target. If Monday returns to 400+ range, Saturday was likely an anomaly.
-
9
Watch — Monitor
CAC AT $93 — STABILIZING BUT NOT AT TARGET
CAC at $93 — right at the 30-day average and barely above target. The account is stabilizing but not yet at the $90 floor.
-
10
Watch — Monitor
FOUNDER ICED RECIPE CAC VARIANCE
Founder Iced Recipe at $162 CAC today vs $126 30d avg. Single-day variance is normal but watch for sustained CAC increase.
9 Data Notes
Source information and known issues
- Northbeam: Clicks Only · 1-day click · Accrual accounting
- GA4: mudwtr.com - GA4 (property 310751693)
- Supermetrics FB Ads: connection returning empty data — re-authenticate to unlock creative preview URLs
- Northbeam MCP: API bugs fixed 3/29 (period_type, attribution_windows)
- For creative previews: facebook.com/ads/library → search "MUD WTR"