BioTRUST

Acquisition Dashboard

Last refresh: —
Last refresh: 2026-10-19 18:16 EDT
*Ad Spend = Meta + Google + Everflow, new-customer orders only • New Users = DTC customers whose first-ever order was in the period ($0 sample orders excluded) • CAC = Ad Spend ÷ New Users • RoAS = Net Rev from the period's New Users (every order they placed in the period) ÷ Ad Spend • Expected Payback = months until a cohort's cumulative Net Rev per New User reaches its CAC (method pending)

Methods & Glossary

Shopify + Meta + Google + Everflow • DTC only (Amazon excluded)
New Users
Shopify orders that are the customer's first order ever — Shopify's own new-vs-returning rule, the same one the Performance Dashboard's DTC New Users uses. Cancelled and test orders never count. $0 orders in the sample sales channels (TikTok Shop — SPL, Trybe UGC) are product samples, not acquisitions, and are excluded; paid orders in those channels count like any other. Every sales channel that flows through Shopify is included (Online Store, Sales Landers, Recharge Subscriptions, CS App, Shop, Marketplace Connect, …). Amazon is excluded.
Net Rev
Per order: what the customer paid excluding tax, net of refunds and order edits (currentTotalPrice − currentTotalTax) — gross − discounts − returns + shipping, which is the Performance Dashboard's DTC Net Rev definition (ShopifyQL total_sales − taxes) at order grain. Refunds are netted against the order they belong to rather than dated by refund day, so a period's Net Rev can drift slightly from the Performance Dashboard until refunds settle. The monthly accounting reconciliation in Historical Spend Gaps.csv is not applied here.
Ad Spend
Meta (Facebook_Ads_Spend__Historical_.csv, Meta API; Trybe spend is included in Meta) + Google (Google_Ads_Spend__Historical_.csv) + Everflow affiliate payout (Everflow_Spend__Historical_.csv) minus Everflow payout on orders that were not the customer's first Shopify order (Everflow_New_Customer_Spend__Historical_.csv, Patrick 2026-10-19). Every card on this dashboard uses this new-customer-only spend, including the Ad Spend card itself. Amazon Ads are excluded.
CAC
Ad Spend ÷ New Users for the same period.
RoAS
Net Rev generated in the period by the customers acquired in that period — their first order plus any repeat or subscription orders they placed before the period ended — ÷ the period's Ad Spend. Shown as a multiple (1.00× = the period's spend has been recovered).
Expected Payback
Placeholder. Will be based on cumulative Net Rev per New User curves from the prior 12 months of cohorts; the method is still to be defined.
Windows
Days are the Shopify store's calendar days (—) for orders; ad platforms report their own calendar days. Only full days are shown; the current day never appears. Prior Day = the last full day; L7 / L14 / L30 = the last 7 / 14 / 30 full days; "vs prior" compares with the equal-length window before it and reads n/a until that window is fully inside the data (data begins —).
Refresh
Rebuilt nightly on the Mac after the Shopify, Meta, Google and Everflow pulls; the last 30 full days of orders are re-read every night so refunds and late cancellations settle in.