Every metric from CPM down to checkout-completion — each with its own 12-week weekly trend, a 2025 benchmark line, the data source labeled, and a plain-language read. Where two systems measure the same thing, both are shown.
Media: CPM rose into summer (seasonal — June CPM is actually below last June) while CTR is strong (above 2025). So creative is working; reach just costs more in summer. Traffic: sessions slid as Meta spend was pulled back late May (~$255k→$172k/wk). Funnel: session→cart and cart→checkout held; checkout→complete broke ~Jun 4 (the one acute on-site issue); overall CVR is on its normal seasonal path and Shopify ≈ GA4. Outcome: new customers fell and blended CAC climbed $92→$117, breaking the <$90 target.
Net: conversion and creative are fine. The two levers are CAC (seasonal CPM + the deliberate Meta pullback) and the checkout-completion fix. Meta-attributed CAC runs above blended CAC — attribution drift, so trust the blended number.
The top of the funnel — what it costs to reach and click on Meta (~68% of spend). Source: Meta Ads API; spend cross-checked vs Daily Stand.
Clicks becoming sessions on site, and the spend driving them. Source: GA4 for sessions, Daily Stand for spend.
Session → cart → checkout → completed purchase. Shopify is the source of truth; GA4 overlaid where comparable. Shopify daily history starts Apr 1, so the first two weeks show on the GA4 line only. 2025 benchmarks now added for checkout→complete and CVR; note the 2025 export's cart-additions tracking broke Apr–Aug (impossible cart→checkout values), so session→cart and cart→checkout have no clean 2025 line.
New customers, orders, revenue, and the metric that ties it all together — blended CAC. Source: Shopify / Daily Stand (Northbeam-fed), with Meta-attributed CAC for contrast.
Window: 12 weeks, Mar 16 – Jun 1 2026 (full weeks; current partial week excluded). 2025 benchmark = same-period 2025 average (dashed line).
Sources: Meta Ads API (CPM/CTR/CPC/impressions/clicks/Meta-CAC, account-level daily→weekly) · GA4 property 310751693 (sessions, CVR, ATC, AOV, orders, revenue) · Shopify conversion-rate export (session→cart→checkout→complete) · Daily Stand (Northbeam Clicks-Only spend; Shopify new customers; blended CAC).
Known caveats: GA4 add-to-cart & checkout events undercount vs Shopify (use Shopify for funnel steps); Meta-attributed purchases drift from Shopify truth (use blended CAC); Shopify 2025 funnel-step benchmarks pending a same-period export.
Related: 6-Month Pulse · Checkout break · YoY benchmark.