Findings

27 findings. The 9 priced as a saving or a gain: about $85,400–$127,900 a month.

Finding	Worth a month	How sure	From	Waiting
On Meta, Android phones cost $33.65 an order as Meta counts it, against $21.95 on other devices, on $35,666 of spend. The ad "Price per cup" shows the same on Android.	$14,600–$20,900	Likely	Deep dive	—
Of the 631 orders that used the code CUP71, 6% were someone's first order, against 68% of other orders. The code is going mostly to people who already buy, much of it through Meta.	$15,100–$15,400	Firm	Deep dive	—
4 searches spent $5,695 in Search: coffee subscription over 28 days and brought no orders.	About $14,900	Firm	Checklist	Waits for you
On Meta, the Facebook Feed costs $31.17 an order as Meta counts it, against $22.49 in other placements, on $36,342 of spend.	$11,400–$17,500	Likely	Deep dive	—
58% of orders in British Columbia were refunded, against 3% in every other region. The networks claim 3.02 in sales per ad dollar there, but after refunds the store keeps 1.47.	$11,000–$11,400	Firm	Deep dive	—
From Oct 25 to Nov 7, store sales after refunds per ad dollar across the account is 1.87, up 14% from 1.64 over Sep 27 to Oct 24.	$39,100–$65,900	—	Deep dive	—
Founder story on Meta brings a ROAS of 0.5× over 14 days, against 2.6× for Meta's other ads.	$6,900–$36,300	Firm	Checklist	Waits for you
Morning pour on Meta	About $6,700	Firm	This week	Waits for you
TikTok claims 1,790 orders over 28 days, and your store saw 1,103 of them.	About $27,300	Firm	This week	—
From Oct 25 to Nov 7, each ad dollar on Meta sent to the home page brings 1.60 in store sales after refunds, down 15% from 1.88 over Sep 27 to Oct 24.	$15,900–$21,400	Likely	Deep dive	—
2 searches brought 471 orders in Search: coffee subscription and are not keywords yet, led by "fresh roasted coffee delivery".	About $2,900	Firm	This week	—
On Meta, an order costs $15.36 from Instagram Reels and $184.05 from Audience Network, the same gap in all 3 campaigns there.	About $1,900	Firm	This week	Waits for you
From Oct 25 to Nov 7, an order in "New customers" costs $41.87 as the network counts it, up 8% from $38.73 over Sep 27 to Oct 24.	$5,500–$7,500	Likely	Deep dive	—
Phones struggle to buy on the subscription page	$767–$3,100	Fairly sure	Site	—
23% of TikTok's 1,723 orders included Single origin, 340 g, against 0.4% of other orders in the same campaigns, and it hardly sells on Meta or Google. The ad "Barista at home" shows the same.	Not priced	Firm	Deep dive	—
34% of the 238 orders from searches for "northbound coffee" first came through Meta, against 1% of other orders on the same network. People find you on Meta and come back later by searching your name.	Not priced	Firm	Deep dive	—
91% of the 1,424 orders from the ad "Price per cup" used a code, against 9% from other ads. After the codes the store still keeps 2.86 per ad dollar from it, against the 3.21 Meta claims.	Not priced	Firm	Deep dive	—
On Meta, people aged 25 to 64 cost $22.92 an order as Meta counts it, against $50.70 at other ages, on $89,055 of spend. That is Meta's own count of orders, not the store's.	Not priced	Firm	Deep dive	—
"Product page view" is primary, so Google bids on it as if it were a sale and counts it in conversions.	Not priced	Firm	Checklist	—
Get the gift subscription page ready for holiday searches	27–246 clicks	Leaning	Site	—
Give cold brew readers a way to the coffee	Not priced	Not sure	Site	—
The pour-over guide slipped in Google	129–257 clicks	Leaning	Site	—
Win more of the coffee subscription searches	466–2,314 clicks	Leaning	Site	—
Holiday gift box — worth running on Meta, not yet on TikTok.	Not priced	—	Steve's read	—
New customers — your main source of first-time buyers, held back by one weak ad and an expensive network.	Not priced	—	Steve's read	—
Search: coffee subscription — the most dependable campaign you have.	Not priced	—	Steve's read	—
Win back past buyers — cheap orders, but almost all from customers you already have.	Not priced	—	Steve's read	—

On Meta, Android phones cost $33.65 an order as Meta counts it, against $21.95 on other devices, on $35,666 of spend. The ad "Price per cup" shows the same on Android.$14,600–$20,900Likely, Deep dive
Of the 631 orders that used the code CUP71, 6% were someone's first order, against 68% of other orders. The code is going mostly to people who already buy, much of it through Meta.$15,100–$15,400Firm, Deep dive
4 searches spent $5,695 in Search: coffee subscription over 28 days and brought no orders.About $14,900Firm, Checklist, A decision waits
On Meta, the Facebook Feed costs $31.17 an order as Meta counts it, against $22.49 in other placements, on $36,342 of spend.$11,400–$17,500Likely, Deep dive
58% of orders in British Columbia were refunded, against 3% in every other region. The networks claim 3.02 in sales per ad dollar there, but after refunds the store keeps 1.47.$11,000–$11,400Firm, Deep dive
From Oct 25 to Nov 7, store sales after refunds per ad dollar across the account is 1.87, up 14% from 1.64 over Sep 27 to Oct 24.$39,100–$65,900Deep dive
Founder story on Meta brings a ROAS of 0.5× over 14 days, against 2.6× for Meta's other ads.$6,900–$36,300Firm, Checklist, A decision waits
Morning pour on MetaAbout $6,700Firm, This week, A decision waits
TikTok claims 1,790 orders over 28 days, and your store saw 1,103 of them.About $27,300Firm, This week
From Oct 25 to Nov 7, each ad dollar on Meta sent to the home page brings 1.60 in store sales after refunds, down 15% from 1.88 over Sep 27 to Oct 24.$15,900–$21,400Likely, Deep dive
2 searches brought 471 orders in Search: coffee subscription and are not keywords yet, led by "fresh roasted coffee delivery".About $2,900Firm, This week
On Meta, an order costs $15.36 from Instagram Reels and $184.05 from Audience Network, the same gap in all 3 campaigns there.About $1,900Firm, This week, A decision waits
From Oct 25 to Nov 7, an order in "New customers" costs $41.87 as the network counts it, up 8% from $38.73 over Sep 27 to Oct 24.$5,500–$7,500Likely, Deep dive
Phones struggle to buy on the subscription page$767–$3,100Fairly sure, Site
23% of TikTok's 1,723 orders included Single origin, 340 g, against 0.4% of other orders in the same campaigns, and it hardly sells on Meta or Google. The ad "Barista at home" shows the same.Not pricedFirm, Deep dive
34% of the 238 orders from searches for "northbound coffee" first came through Meta, against 1% of other orders on the same network. People find you on Meta and come back later by searching your name.Not pricedFirm, Deep dive
91% of the 1,424 orders from the ad "Price per cup" used a code, against 9% from other ads. After the codes the store still keeps 2.86 per ad dollar from it, against the 3.21 Meta claims.Not pricedFirm, Deep dive
On Meta, people aged 25 to 64 cost $22.92 an order as Meta counts it, against $50.70 at other ages, on $89,055 of spend. That is Meta's own count of orders, not the store's.Not pricedFirm, Deep dive
"Product page view" is primary, so Google bids on it as if it were a sale and counts it in conversions.Not pricedFirm, Checklist
Get the gift subscription page ready for holiday searches27–246 clicksLeaning, Site
Give cold brew readers a way to the coffeeNot pricedNot sure, Site
The pour-over guide slipped in Google129–257 clicksLeaning, Site
Win more of the coffee subscription searches466–2,314 clicksLeaning, Site
Holiday gift box — worth running on Meta, not yet on TikTok.Not pricedSteve's read
New customers — your main source of first-time buyers, held back by one weak ad and an expensive network.Not pricedSteve's read
Search: coffee subscription — the most dependable campaign you have.Not pricedSteve's read
Win back past buyers — cheap orders, but almost all from customers you already have.Not pricedSteve's read