Drake Content · Meta Ads
Weekly WIP
Work in Progress — 8 May 2026
Campaign period: Apr 13 to 8 May 2026
Prepared by Maverick Syn · Drake Content
Campaign to Date — Since 13 Apr 2026
LTV / All-in CAC
2.77x
Real breakeven metric · 1.0x = breakeven
Meta Ads Tracked ROAS
1.65x
Meta tracked revenue / Meta spend
True ROI
2.98x
Stripe revenue / (media + A$12,307 agency)
All-in CPA
A$55.75
Media + agency / 319 purchases
Subscriber LTV
A$154.40
Up from A$107.53 prior period
Blended ROAS
0.51x
Meta tracked rev / (media + A$12,307 agency)
Why we measure LTV vs All-in CAC — not ROAS
For a subscription business, ROAS alone is an incomplete breakeven signal. Meta-tracked revenue captures only a slice of actual subscriber revenue due to attribution gaps and pixel limitations. The right question is whether subscriber LTV exceeds the all-in cost to acquire each subscriber. At A$154.40 LTV against an all-in CAC of A$55.75 (media + agency fees combined), every subscriber returns $2.77 for every dollar invested — 2.77x above the 1.0x breakeven threshold.
Actions
Gyoza (Jason)
- Update AUTUMN99 promo code in Stripe to $99 flat (confirmed price change from $99.99)
- Review creative assets shared by Drake on Wed 13 May — next pack approval
- Capture content during London trip (~28 May) for EOFY June promotion
Drake Content
- Launching May promo 15 May: AUTUMN99, $99 annual plan (50% off), ends 31 May
- Share next pack creative assets with Jason for review — Wednesday 13 May
- In progress: Conversion tracking — all lists connected with Sargis, awaiting website implementation
- Plan EOFY June promotion using London content from Jason (~28 May)
Summary
25 days in. 319 Meta-attributed purchases at $17.17 CPA CTD. New subscribers up 34.5% vs prior period to 304. Churn dropped from 16.46% to 11.47%, the sharpest improvement yet, cutting churned revenue by 38.8% to A$8,462. MRR decline nearly erased: from -A$7,062 to -A$109. LTV up 43.6% to A$154.40. LTV:CAC at 9.19x. True ROAS 9.69x. True ROI all-in 2.98x including A$12,307 agency fees. CPA stable at $16.80 this week vs $16.89 prior. CTR up 20% to 4.64%. CPM rising (+16.7%) as spend scales — monitor auction pressure. May promo launches 15 May: $99 annual plan (code AUTUMN99), runs to 31 May. Conversion tracking in progress with Sargis — all lists connected, awaiting site implementation. Next creative pack assets shared with Jason for review Wed 13 May. Jason travelling to London ~28 May — content capture planned for EOFY June promotion.
Meta Ads
Period Comparison
| Metric |
May 2-8 (Last 7d) |
vs Apr 25-May 1 |
Apr 13-May 8 (CTD) |
| Spend |
$1,831 |
-6% |
$5,478 |
| Impressions |
147,437 |
-19% |
505,747 |
| Reach |
81,957 |
-34% |
340,875 |
| Outbound Clicks |
6,837 |
-3% |
22,107 |
| Outbound CTR |
4.64% |
+21% |
4.37% |
| CPM |
$12.42 |
+17% |
$10.83 |
| Purchases |
109 |
-5% |
319 |
| Cost per Purchase (CPA) |
$16.80 |
-1% |
$17.17 |
Creative Performance (CTD)
| Creative | Spend | Impressions | CTR | CPA | Freq. | Status |
|---|
| OLD_V1 |
$232 |
16,069 |
3.59% |
n/a |
$6.26 |
1.43 |
Scaling |
| IGPost3 |
$142 |
13,353 |
6.01% |
n/a |
$12.90 |
1.16 |
Scaling |
| DoingItWrongNew |
$1,726 |
157,653 |
3.36% |
n/a |
$16.60 |
1.29 |
Active |
CPA Trend & Scale
Avg Frequency (CTD)
1.29x
Healthy — well below 2x fatigue threshold
OLD_V1 is the standout performer CTD at $6.26 CPA with 37 purchases — well below the account average. IGPost3 holds strong at $12.90 CPA with the highest CTR at 6.01%. DoingItWrongNew is the volume workhorse at $1,726 spend and 104 purchases ($16.60 CPA). CPA ticked up slightly this week ($16.10 vs $13.46 prior) — monitor but not alarming given increased volume. Recommend shifting budget toward OLD_V1 and IGPost3. Pack 2 videos underperforming — EverydaySpend and FindAndBook have spent $27 combined with zero purchases. Recommend pausing.
Stripe — Subscription Health
MRR
A$71,056
Change: -A$109
ARPU
A$17.71
Avg revenue per subscriber / mo
New Paid Subscribers
304
+35% vs prior (226)
Subscriber LTV
A$154.40
+43.6% vs prior (A$107.53)
Churn Rate
11.47%
Down from 16.46%
Churned Revenue
A$8,462
Revenue lost to cancellations
Net Volume
A$53,077
Prior: A$54,383
MRR Growth
-A$109
vs prior period
