Reports
MUD\WTR internal dashboards and analyses
41 reports
Mind OS →
Launch Retrospectives
1Growth & Marketing
12June 2026
CRO Engine
18
Experiments
4
Surfaces
2.76→4.14%
CVR target
688 (Rise 2 taste)
Top RICE
→
The Attribution-Model Question
15% → 21%
View-dependency
2.6x ($303 vs $118)
Worst ad gap
$145 → $233
Real FB CAC
Real, not the cause
Verdict
→
Why is CAC at $120? (Teardown)
~15-20% below all yr
CVR vs 2025
cheaper→spike→≈2025
CPM vs 2025
above (not the issue)
CTR vs 2025
conversion, not CPM
Durable lever
→
D2C Funnel: Complete Overview
$117 (bench $92)
Blended CAC
$32 (<last Jun)
CPM (seasonal)
1.55% (+3% YoY)
CTR (strong)
broke ~Jun 4
Checkout→complete
→
6-Month Growth Pulse (Weekly)
$245k→$177k
Meta spend (wk)
$92→$117
Blended CAC
4,300→2,600
New customers/wk
~2% (seasonal)
CVR
→
April 2026
Gather Applicant Research
20
Reviewed
17
Member Candidates
4
Reach Out Today
95
Top Score
→
VP of Growth Memo · Apr 17–23
2.62% (+21%)
CVR
$93.71
CAC
+11.6%
Revenue
-12.4%
Meta Spend
→
Daily Pulse · Apr 23 (+ Apr 24 intraday)
$81
Blended CAC
497
NCs (Apr 23)
44%
Paid share of NCs
1.87%
Meta CTR today
→
Marketing Pulse · Apr 13–19
$944K
Revenue
2.89x
MER
455/day
New Customers
$102.54
CAC
→
Marketing Pulse · Apr 7–13
$997K
Revenue
2.82x
MER
522/day
New Customers
$95
CAC
→
Marketing Pulse · Mar 31 – Apr 6
$1.01M
Revenue
2.90x
MER
544/day
New Customers
$92
CAC
→
Deep Dives
16June 2026
Ad-Fraud Playbook (how the bot traffic happens)
of Meta traffic invalid
>8%
~67% fraud (est.)
Audience Network
25-45% fraud
Affiliate traffic
3 + defenses
Vectors covered
→
Competitor Sabotage in Paid Media — Meta vs. Google
4 · Meta vs Google
Vectors
$189.7M (2025)
Verdict
<$200/mo
Attack cost
adversarial
Fact-checked
→
Instagram & CAC — Diagnostic & Briefing
~1.0M (+926%)
Zero-duration IG sessions
+39%
Blended CAC · Jun YoY
−34%
New custs/day · Jun YoY
99.9% mobile / 98% US
Bot traffic
→
Instagram & CAC — Diagnostic & Briefing
~1.0M (+926%)
Zero-duration IG sessions
+39%
Blended CAC · Jun YoY
−34%
New custs/day · Jun YoY
99.9% mobile / 98% US
Bot traffic
→
Engagement Spend × CAC — Hypothesis Test
−0.04
Eng % vs CAC
−0.58
Eng % vs CPM
5.3%
Eng peak (Mar)
Not supported
Verdict
→
Landing Page Teardown: Rise-2 & Top 5
~1.55% (tied)
Rise-2 vs Listicle (cold paid)
98%
Rise-2 % cold paid
11% (warm)
Home % cold paid
segment before comparing
Lesson
→
Shopify Funnel: Week over Week
52% → 45%
Checkout completion
~Jun 4–6
Break date
−22%
Sessions/day Apr→Jun
1.81%
CVR (Jun low)
→
Funnel Deep Dive: 12 Months
−35%
Sessions/day vs Jul-25
4.5% → 3.2%
Add-to-cart rate
40% → 21%
Collection→PDP click
~flat
Checkout completion
→
CAC & CVR Diagnostic — Rise 2 Clean Cut
$95.17 ▲3.7% vs $90 target
Blended CAC
446 ▼15% vs 600 target
NCs / day
1.87% — flat (healthy)
Canonical Rise 2 CVR
25%→16% ▼ as test load 5×'d
LP→PDP
→
The May Break — CAC & New Customer Investigation
367 vs 600 goal
NC/day
$129 vs $90 goal
Blended CAC
May 10 + May 29
Break dates
520–580/day in 4–6 wks
Recovery target
→
CAC & Signups Diagnostic — Last 90 Days
$117 ▲ vs $90 target
Blended CAC
378 ▼ vs 600 target
NCs / day
−39% (real, not artifact)
Canonical LP→PDP
+53% first-to-last wk
Meta CpP
→
CRO Deep Dive — Last 90 Days
2.52% ▲12%
Site CVR
$1.27 ▲10%
Rev/visitor
2.19M ▼19%
Sessions
1 of 25
Tests that won
→
Rise 2 — 90-Day Weekly Audit
700K
Sessions 90d
1.68% (13wk low)
Conv rate now
$0.73
Rev/visitor now
-67%
Revenue vs peak
→
CRO Audit — Rise 2 Landing Page
2.17%
Rise 2 CVR
$0.97
Rev/visitor
$264K
Ad spend fed
21%
Mobile scroll
→
Analytics
11June 2026
Zero-Second Sessions & Quality
71%
Zero-second share (2yr)
r = −0.59
IG 0-sec ↔ IG CVR
r = +0.20 (weak)
IG 0-sec ↔ CAC
r = −0.60
Site CVR ↔ CAC
→
Metric Explorer
15, overlayable
Metrics
24 mo / weekly
Window
Daily Stand
CAC source
13 of 15
Dual-source
→
Traffic Trends
14.4M sessions
All traffic (L12mo)
+42%
Paid sessions YoY
4.1% / +263%
Email CVR / YoY
4.2M (new)
Rise 2 LP sessions
→
Funnel Steps: Week over Week
−10%
session→cart vs Apr
−8%
cart→checkout vs Apr
−11%
checkout→complete vs Apr
−27%
CVR (compounded)
→
2026 vs 2025: Funnel Benchmark
−7%
CVR YoY
−1%
Sessions YoY (period)
+10-22%
Spring traffic vs 2025
−20-26%
June traffic vs 2025
→
GA4 × Shopify: Conversion Truth Check
+10%
GA4 vs Shopify (agg)
1.47% (=Rise-2)
Listicle order CVR
+40-60%
PDP-lander GA4 bias
84%
Orders GA4 can't see
→
Traffic Sources & Multi-Year Seasonality
−17%
Organic search YoY
~5× (still tiny)
AI traffic YoY
May–Jun
CAC seasonal peak
~+3-6% (seasonal)
June CAC vs 2025
→
CVR Pulse: Intelligems Shutoff
+6% WoW
Sitewide pre-shutoff
+4% WoW
Sitewide post-shutoff
+22% WoW
Rise-2 final day, tests on
−18% (noisy)
Rise-2 this morning
→
Funnel Pulse: LP→PDP & PDP→ATC by Hour
~19%
Listicle LP→PDP
~12%
Listicle PDP→ATC
~9-12%
Content PDP→ATC
~4-6%
Cold-PDP PDP→ATC
→
May 2026