Marketing

Channel spend, attribution, ROAS and return on investment

Last 30 days · paid media + owned retention for Fern & Fig

Ad spend

14 paid acquisitions

$2,616

First-month ROAS

$10,374 total month-one revenue

2.92x

LTV ROAS

$41,496 lifetime revenue

11.7x

LTV : CAC

$2,184 LTV vs $187 paid CAC

11.7x

Paid media spend

Biggest paid investment: Facebook · 50% of ad budget

Facebook

Meta Ads

Facebook + Instagram · Advantage+ shopping

Ad spend$1,308

Impressions6.7K

Clicks97

Leads (intakes started)15

New patients6

Cost per acquisition$218

Month-one revenue$3,276

Lifetime revenue$13,104

Attribution share31.6%

Return on investment447%

Klaviyo — owned retention

Email + SMS flows, not paid advertising

Platform cost

$215

Emails sent

2.6K

Flow revenue (month-one)

$2,730

Flow LTV revenue

$10,920

New patients

Cost per acquisition

$43

Month-one ROAS

12.7x

LTV ROAS

50.8x

Paid media spend vs attributed month-one revenue

Ad spendMonth-one revenue

Sep

Oct

Nov

Dec

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Month-one ROAS lands near 2.5x because many patients prepay for 3-6 month supplies on intake. The return still compounds over the 9.1-month average retention, which is why LTV ROAS lands at 11.7x. Klaviyo flows run on top at near-zero incremental spend.

Channel	Type	Spend	Impressions	Clicks	Leads	New patients	CAC	Month-1 revenue	LTV revenue	Month-1 ROAS	LTV ROAS	ROI	Attribution
Facebook	Paid media	$1,308	6.7K	97	15	6	$218	$3,276	$13,104	2.5x	10x	447%	31.6%
Google	Paid media	$942	1.6K	62	12	5	$188	$2,730	$10,920	2.9x	11.6x	533%	26.3%
TikTok	Paid media	$366	5.2K	63	7	3	$122	$1,638	$6,552	4.48x	17.9x	877%	15.8%
Klaviyo	Owned	$215	2.6K	117	20	5	$43	$2,730	$10,920	12.7x	50.8x	2673%	26.3%
Blended		$2,616				19	$187	$10,374	$41,496	2.92x	11.7x	766%	100%

Attribution model

Last non-direct click, 30-day window, deduplicated against the intake form source field.

Facebook

31.6%

Google

26.3%

Klaviyo

26.3%

TikTok

15.8%

Payback and profitability

Blended paid CAC$187

Average LTV$2,184

LTV : CAC11.7x

CAC payback1.4 months

Gross profit on cohort$22,657

Return on investment766%

Share of MRR from paid31.1%

Where to move budget next

Klaviyo is owned retention — it returns 50.8x at $43 per patient with almost no media spend. Expand abandoned-intake and refill-reminder flows first.

TikTok is the best paid channel at 17.9x LTV ROAS and $122 CAC — shift incremental paid budget here.

Facebook carries 50% of ad spend and 31.6% of new patients — hold budget and refresh creative weekly.

Demo prototype — all marketing figures are illustrative and no ad accounts are connected.