| Period | Spend | Purchases | Revenue | Blended CAC | MER (ROAS) | New Subs | NCAC |
|---|---|---|---|---|---|---|---|
| Apr 15-30 | $140,932 | 5,281 | $560,841 | $26.69 | 3.98x | 1,175 | $119.94 |
| May | $311,537 | 9,133 | $976,414 | $34.11 | 3.13x | 1,898 | $164.14 |
| June | $209,325 | 5,680 | $592,202 | $36.85 | 2.83x | 1,243 | $168.40 |
| Jul 1-19 | $183,877 | 3,880 | $401,767 | $47.40 | 2.18x | 809 | $227.29 |
| TOTAL | $845,671 | 23,975 | $2,531,224 | $35.28 | 2.99x | 5,126 | $164.98 |
| Period | Branded Spend | Branded Conv | Branded CAC | Non-Brand Spend | Non-Brand Conv | Non-Brand CAC |
|---|---|---|---|---|---|---|
| Apr 15-30 | $66,502 | 3,035 | $21.91 | $74,430 | 2,246 | $33.14 |
| May | $138,518 | 4,269 | $32.45 | $173,019 | 4,864 | $35.57 |
| June | $100,354 | 2,633 | $38.11 | $108,971 | 3,047 | $35.75 |
| Jul 1-19 | $65,496 | 1,560 | $41.98 | $118,381 | 2,320 | $51.03 |
| Period | Website Purchases | Shopping Direct | New Subscriptions | Total Primary | New Sub % of Total |
|---|---|---|---|---|---|
| Apr 15-30 | 2,824 | 1,282 | 1,175 | 5,281 | 22.3% |
| May | 4,434 | 2,801 | 1,898 | 9,133 | 20.8% |
| June | 2,765 | 1,673 | 1,243 | 5,680 | 21.9% |
| Jul 1-19 | 1,888 | 1,184 | 809 | 3,880 | 20.8% |
| TOTAL | 11,911 | 6,939 | 5,126 | 23,975 | 21.4% |
| Period | Days | Avg Daily Spend | Avg Daily Purchases | Avg Daily New Subs | Avg Daily Revenue |
|---|---|---|---|---|---|
| Apr 15-30 | 16 | $8,808 | 330 | 73 | $35,053 |
| May | 31 | $10,050 | 295 | 61 | $31,497 |
| June | 30 | $6,978 | 189 | 41 | $19,740 |
| Jul 1-19 | 19 | $9,678 | 204 | 43 | $21,146 |
New Subscriptions = first-time subscription signups tracked by the "New subscriptions" conversion action in Google Ads. This is the closest proxy for new customer acquisition available in ad platform data.
Non-Subscription Purchases = "Website Purchases" + "Shopping Direct Purchase" conversion actions. These include both new one-time buyers and returning customers (Google Ads does not distinguish between them).
| Period | New Sub Sales | New Sub Rev | Non-Sub Sales | Non-Sub Rev | Total Sales | Total Rev | New Sub % |
|---|---|---|---|---|---|---|---|
| Apr 15-30 | 1,287 | $128,659 | 4,520 | $486,612 | 5,807 | $615,271 | 22.2% |
| May | 1,905 | $196,719 | 7,261 | $783,115 | 9,166 | $979,834 | 20.8% |
| June | 1,245 | $128,346 | 4,455 | $465,980 | 5,700 | $594,326 | 21.8% |
| Jul 1-19 | 814 | $79,504 | 3,095 | $324,503 | 3,909 | $404,007 | 20.8% |
| TOTAL | 5,251 | $533,228 | 19,331 | $2,060,210 | 24,582 | $2,593,438 | 21.4% |
| Period | New Sub AOV | Non-Sub AOV | Difference |
|---|---|---|---|
| Apr 15-30 | $99.97 | $107.66 | -$7.69 |
| May | $103.25 | $107.85 | -$4.60 |
| June | $103.07 | $104.60 | -$1.53 |
| Jul 1-19 | $97.70 | $104.86 | -$7.16 |
| AVG | $101.01 | $106.58 | -$5.57 |
Blended CAC has risen from $26.69 in the initial ramp-up period (Apr 15-30) to $47.40 in July MTD. This is partially explained by the early April period having disproportionately high branded traffic (Melleka takeover honeymoon), and July being only 19 days in. However, the trend warrants attention.
Using "New subscriptions" as a proxy for new customer acquisition, NCAC jumped from $119.94 in late April to $227.29 in July MTD. Only the initial April period was under the $150 target Garett mentioned. June ($168.40) and July ($227.29) are both above. True NCAC requires Shopify first-time buyer data, which would likely show an even higher figure since not all new subscriptions are first-time customers.
This ratio has been remarkably stable (20.8% to 22.3%) across all four periods, suggesting the conversion mix is not shifting dramatically. Roughly 1 in 5 Google-driven purchases is a new subscription signup.
Branded Search CAC ranges from $21.91 (April) to $41.98 (July). These are likely heavily weighted toward returning customers. Non-branded CAC ($33-$51 range) is where new customer acquisition is happening, and it is directionally aligned with the NCAC trend.
Google Ads does not natively separate new vs returning customers. To calculate true NCAC and MER, Vegamour needs to share: (1) Shopify first-time buyer counts attributed to Google, (2) their definition of "new customer" (first purchase ever vs first in 12 months), (3) total revenue across ALL channels for true MER, (4) LTV data by acquisition cohort for LTV/CAC.