Weekly report
Northbound Coffee (sample account)
Nov 1 to 7. Figures to Nov 7. No changes this week. 7 decisions waiting
The week in figures
ROAS
2.1×
Up 3% on the 7 days before (2.1×). Target 2.0×.
| Figure | This week | The 7 days before | Move |
|---|---|---|---|
| Spent | $53,441 | $52,610 | Up 2% |
| Orders, counted by your store | 1,911 | 1,825 | Up 5% |
Reached this week: cheapest week of the 6 on record, at $27.97 an order, Nov 7.
What earlier changes did
Saved Oct 18 to Nov 5, at least $9,200. Likely between $9,200 and $12,700.
Each change is read on cost per order; your goal is ROAS.
Steve's fee for Oct 18 to Nov 5: $4,421.89. The saving is read on cost per order, and leaves out any change that made orders cheaper but lowered your ROAS. Even at its low end, the saving covers Steve's fee for the same days 2 times over. Sample account, so no fee is owed.
| Change | 14 days before | After | What it did |
|---|---|---|---|
| Paused Free shipping ad on GoogleSearch: coffee subscription, Oct 28 | $31.46 | $18.75 | Cost per order down $12.71 |
| Moved $100 a day from Google to MetaWin back past buyers, Oct 18 | $13.47 | $13.91 | No clear change |
Steve's work by campaign
| Campaign | This week |
|---|---|
| New customers | Checked daily |
| Search: coffee subscription | Checked daily |
| Holiday gift box | Checked daily |
| Win back past buyers | Checked daily |
Creatives that shifted
- Morning pour: steady to fading
Steve noticedEverything Steve found
- RiskMorning pour on Meta: since about Oct 29 the same people see it 1.5 times a day, up from 1.1 (3.9 times a week by Meta's count), and 30% fewer of them click it than in the weeks before, beyond how Meta's other ads moved.About $6,700 a month.
- Count gapTikTok claims 1,790 orders over 28 days, and your store saw 1,103 of them.About $27,300 a month of spend, credited to results your store never saw. Not a saving.
- Opportunity2 searches brought 471 orders in Search: coffee subscription and are not keywords yet, led by "fresh roasted coffee delivery".About $2,900 a month.
What changed in the accountDeep dive
From the deep dive on figures to Nov 7.
- Since Oct 25, store sales after refunds per ad dollar across the account is 1.87×, against 1.64× before.
- Taken apart by campaign: the campaigns themselves moved it up 0.21×, and spend moving between them up 0.02×.
- Meta sent to the home page, store sales after refunds per ad dollar: 1.60× since Oct 25, against 1.88× before; about $18,700 a month lost if it holds.
- In "New customers", cost per result, as the network counts it: $41.87 since Oct 25, against $38.73 before; about $6,510 a month lost if it holds.
Strategy this monthThe memo
- Where the money goes, and what to do about Google: Test Google first, the mix as it is (leaning).
- Black Friday to Cyber Monday: how much more to spend, and when to come back down: Keep budgets as they are through the sale (leaning).
- Are your sales finding new customers, or discounting existing ones?: Make the next sale for first orders only (leaning).