Spend ÷ landing page views is $3.61. Whichever of stage 1 or stage 2 is worse. This number is the two of them multiplied.
Owner: Faiz — ads delivery + landing page tech (campaign structure, placements, page speed, pixel, checkout config)
The headline number. Cheap views with a weak hook and expensive views with a strong hook land in the same place, so this is the one number that says what a visitor actually costs.
| # | Stage | Value | Verdict | If broken, fix | Owner |
|---|---|---|---|---|---|
| 1 | Buying attention Cost per 1,000 views (CPM) | $73.54 | WATCH | Delivery settings: the optimisation goal, how many ad sets share the budget, and placements. | Faiz |
| 2 | Earning the click Outbound click rate | 3.2% | OK | The hook and the creative. First 3 seconds, the opening line, the image. | Jia Yi |
| 3 | Cost per visitor ★ Spend ÷ landing page views | $3.61 | BROKEN | Whichever of stage 1 or stage 2 is worse. This number is the two of them multiplied. | Faiz |
| 4 | The click actually lands Landing views ÷ outbound clicks | 64.6% | WATCH | Page speed and junk placements. Cut anything paying for clicks that never arrive. | Faiz |
| 5 | Sees the product ViewContent ÷ landing views | 133% — events overlap, not a clean step | NOT ENOUGH DATA | Where the ad points. If people land and never reach a product, the destination is wrong. | Faiz |
| 6 | Wants it ★ Add to cart ÷ ViewContent | 4.7% | WATCH | Price, the product page, and trust. This is where the offer is judged. | Jia Yi |
| 7 | What a cart costs Spend ÷ add to carts | $57.56 | BROKEN | Same fixes as stages 1 and 6. This is the agreed review number from 7 August. | Faiz |
| 8 | Starts buying Checkout started ÷ add to cart | 20.0% | BROKEN | Cart friction and surprise costs. Anything that appears at the cart that was not on the product page. | Faiz |
| 9 | Finishes ★ Purchases ÷ checkout started | only 3 vs 10 needed | NOT ENOUGH DATA | Shipping cost, payment gateway, and how many fields the form asks for. | Faiz |
| 10 | Order size Average order value | — | NOT ENOUGH DATA | The bundle. Which option the product page defaults to, and how the multi-buy is presented. | Jia Yi |
Spend ÷ landing page views is $3.48. Whichever of stage 1 or stage 2 is worse. This number is the two of them multiplied.
Owner: Faiz — ads delivery + landing page tech (campaign structure, placements, page speed, pixel, checkout config)
The headline number. Cheap views with a weak hook and expensive views with a strong hook land in the same place, so this is the one number that says what a visitor actually costs.
| # | Stage | Value | Verdict | If broken, fix | Owner |
|---|---|---|---|---|---|
| 1 | Buying attention Cost per 1,000 views (CPM) | $85.20 | WATCH | Delivery settings: the optimisation goal, how many ad sets share the budget, and placements. | Faiz |
| 2 | Earning the click Outbound click rate | 3.5% | OK | The hook and the creative. First 3 seconds, the opening line, the image. | Jia Yi |
| 3 | Cost per visitor ★ Spend ÷ landing page views | $3.48 | BROKEN | Whichever of stage 1 or stage 2 is worse. This number is the two of them multiplied. | Faiz |
| 4 | The click actually lands Landing views ÷ outbound clicks | 69.5% | WATCH | Page speed and junk placements. Cut anything paying for clicks that never arrive. | Faiz |
| 5 | Sees the product ViewContent ÷ landing views | 131% — events overlap, not a clean step | NOT ENOUGH DATA | Where the ad points. If people land and never reach a product, the destination is wrong. | Faiz |
| 6 | Wants it ★ Add to cart ÷ ViewContent | 5.0% | WATCH | Price, the product page, and trust. This is where the offer is judged. | Jia Yi |
| 7 | What a cart costs Spend ÷ add to carts | $52.68 | BROKEN | Same fixes as stages 1 and 6. This is the agreed review number from 7 August. | Faiz |
| 8 | Starts buying Checkout started ÷ add to cart | 21.4% | BROKEN | Cart friction and surprise costs. Anything that appears at the cart that was not on the product page. | Faiz |
| 9 | Finishes ★ Purchases ÷ checkout started | only 3 vs 10 needed | NOT ENOUGH DATA | Shipping cost, payment gateway, and how many fields the form asks for. | Faiz |
| 10 | Order size Average order value | — | NOT ENOUGH DATA | The bundle. Which option the product page defaults to, and how the multi-buy is presented. | Jia Yi |
| Option | Price | Contribution, all costs in | Their sheet, left block | Their sheet, right block |
|---|---|---|---|---|
| 1 bottle | $69.00 | $47.33 | $52.33 | $51.23 |
| Subscription | $49.00 | $28.03 | $33.03 | $31.93 |
| 2 bottles | $109.00 | $73.58 | $78.58 | $80.98 |
| 3 bottles | $149.00 | $99.83 | $104.83 | $110.73 |
Their cost sheet holds two models side by side and neither counts everything. The left one leaves out US to US shipping. The right one leaves out platform fee, refunds and the ops buffer. The bolded column counts both, so nobody can argue this report lowballed them. Anything in red does not clear their own assumed cost of getting a customer.