VidaFresh | January 2026 Full Month Performance

Monthly Spend Progression

Weekly Averages

Week 1 (Jan 1-4)

$643

Avg/day | 9.5X ROAS

Week 2 (Jan 5-11)

$685

Avg/day | 9.2X ROAS

Week 3 (Jan 12-18)

$1,472

Avg/day | Scale begins

Week 4 (Jan 19-25)

$1,485

Avg/day | 4.1X ROAS

Week 5 (Jan 26-31)

$1,589

Avg/day | 3.9X ROAS

Scaling Summary: Daily spend increased 147% from Week 1-2 (~$664/day) to Week 3-5 (~$1,515/day). ROAS compressed from ~9.3X to ~4.0X as expected during scale-up into Non-Brand campaigns.

Target Performance Framework

Full Month Status

NCA Spend Allocation

$26,079 of $37,599

69.4%

Target: 40-65%

Exceeding Range

Brand ROAS

$16,600 spend (44%)

11.20X

Target: 2.0X

+460% vs Target

Non-Brand ROAS

$21,000 spend (56%)

0.58X

Target: 1.0-1.5X

Below Target

New Customer ROAS

$86,770 NCA Revenue

2.31X

Target: 1.0-1.5X

Above Range

Brand vs Non-Brand Performance

Full Month

🔵 Brand Campaigns

Search Brand NCA + Loyalty, Shopping Brand, PMax Brand

Target ROAS

2.0X

Spend

$16,600

Revenue

$185,980

ROAS

11.20X

CPA

$6.92

NCA ROAS: 4.82X | Purchases: 2,398 (1,119 NCA) | % of Revenue: 93.6%

🔴 Non-Brand Campaigns

PMax NB, Shopping NB, Search NB, DG, YouTube

Target ROAS

1.0-1.5X

Spend

$21,000

Revenue

$12,134

ROAS

0.58X

CPA

$114.13

NCA ROAS: 0.32X | Purchases: 184 (152 NCA) | % of Revenue: 6.1%

Campaign Type Breakdown

Full Month Detail

Campaign Type	Spend	Revenue	Purchases	ROAS	NCA ROAS	CPA
Search - Brand Loyalty	$7,981	$89,505	1,157	11.21X	4.98X	$6.90
Search - Brand NCA	$6,918	$68,923	896	9.96X	4.70X	$7.72
Shopping - Brand NCA	$1,001	$3,255	49	3.25X	2.41X	$20.43
PMax - Brand	$672	$23,455	285	34.92X	7.58X	$2.36
Other Brand	$28	$842	11	30.23X	10.52X	$2.53
Brand Total	$16,600	$185,980	2,398	11.20X	4.82X	$6.92
Shopping - NB (NCA Tests)	$7,118	$4,585	71	0.64X	0.57X	$100.25
PMax - NB	$6,063	$5,803	85	0.96X	0.22X	$71.33
DG - Remarketing	$2,839	$57	1	0.02X	0.02X	—
Search - NB	$2,686	$1,602	24	0.60X	0.44X	$111.90
DG - Top of Funnel	$1,988	$26	1	0.01X	0.00X	—
YouTube - ToF	$155	$0	0	0.00X	0.00X	—
Test Campaigns	$151	$60	2	0.40X	0.40X	$75.30
Non-Brand Total	$21,000	$12,134	184	0.58X	0.32X	$114.13

Note: Shopping NB (NCA Tests) includes new category-specific campaigns (Calm+Sleep, Energy+Focus, Greens+Superfoods) launched mid-month. DG Remarketing has known Triple Whale attribution gap — Google Ads shows higher conversion volume.

February 2026 Targets (Adrianne's Guidance)

Forward Look

February Budget

$42,000

Jan Actual: $37,599

+12% increase

NB Search/Shopping Target

1.3X ROAS

Jan NB: 0.58X

Gap to close

NCA Brand Target

2.0X ROAS

Jan Brand NCA: 4.70X

Exceeding

Brand (Existing) Target

4.0X ROAS

Jan Brand: 11.20X

Exceeding

⚠️ February Challenge: The 1.3X Non-Brand target requires significant improvement. Currently only PMax NB (0.96X) is close. Shopping NCA Tests (0.64X) and Search NB (0.60X) need optimization or may require target discussion with Adrianne per Savannah's request.

Key Insights

✅ Brand Performance Exceptional

11.20X ROAS vs 2.0X target (+460%). Brand campaigns drove 93.6% of total revenue at $6.92 CPA. Search Brand Loyalty (11.21X) and Brand NCA (9.96X) both crushing targets.

❌ Non-Brand Efficiency Challenge

0.58X ROAS vs 1.0-1.5X target. $21K spend drove only $12K revenue with $114 CPA. New Shopping NCA tests in learning phase (0.64X) and Demand Gen attribution issues contributing to gap.

✅ NCA Spend Allocation On Target

69.4% of spend allocated to NCA-focused campaigns, exceeding 40-65% target range. Demonstrates strong commitment to new customer acquisition despite efficiency challenges.

⚠️ Spend Scaling Impact

Daily spend increased 147% mid-month (~$664 → ~$1,515). ROAS compressed from 9.3X to 4.0X as expected. Non-Brand received majority of incremental spend for acquisition focus.

📊 PMax NB Closest to Target

At 0.96X ROAS, PMax NB is nearest to the 1.0X floor. However, NCA ROAS is only 0.22X, indicating significant existing customer capture. Shopping NCA tests need more learning time.

⚠️ Demand Gen Attribution Gap