Investor Data Brief; April 2026
RORRA has achieved exceptional unit economics that improve as the brand scales; organic demand compounds while paid channels maintain healthy ROAS.
Monthly spend and return on ad spend by channel, November 2024 through March 2026. Meta iROAS applies a 1.2x incrementality lift to in-platform 7-day click ROAS. Google shown as in-platform ROAS.
Monthly spend vs. iROAS (in-platform 7DC ROAS * 1.2 incrementality lift)
Source: Meta in-platform 7-day click ROAS * 1.2x incrementality lift
Monthly spend vs. platform-attributed ROAS
Source: Google in-platform ROAS
Monthly total spend vs. blended MER
Source: Total store revenue / total ad spend across all channels
New customer (first-time buyer) revenue split between paid ad channels and organic sources. Organic includes direct traffic, organic search, word-of-mouth, and unattributed touchpoints (e.g. podcast-driven demand). Excludes owned channels like email.
Stacked area with organic % overlay. Organic = direct + organic search + unattributed (WOM, podcasts). Excludes owned (email) and earned (affiliates).
Source: Northbeam clicks-only MTA attribution; organic = direct + organic search + unattributed
Three takeaways for investors.
Meta spend grew from $73K to $452K/mo with iROAS reaching 2.64x at peak; Google scaled from near-zero to $290K/mo while maintaining 2.7-4.9x ROAS. Both channels demonstrate that RORRA can absorb significantly more ad capital without degrading returns.
~29% of new customer revenue is organic (2025); 55% of all site traffic is organic (Statlas). The gap: organic sessions skew toward returning customers; paid channels target new buyers. Including branded search (organic intent captured by ads), organic new customer share rises to ~37%.
At a blended MER of 3.0x, every dollar of ad spend generates $3.00 in total revenue. Meta iROAS consistently above 1.1x combined with a ~29% organic new customer base means RORRA can scale profitably while building durable brand equity.
Four independent methods were used to validate the organic new customer figure:
1. Northbeam Platform Attribution: 28.5% (2025)
2. Northbeam Category Attribution: 28.3% (2025)
3. Statlas Session Traffic: 55% organic sessions (2025)
4. Statlas MER Residual: est. 30-35% (2025)
Methods 1-2 converge at ~29% for new customer revenue. Method 3 measures all sessions (including returning customers) and answers a different question. The true organic share is likely higher due to paid over-attribution (halo effect).
Organic: Direct traffic, organic search, unattributed touchpoints (podcasts, dark social, WOM). Does not include owned channels (email/SMS) or affiliates.
Branded Search: Counted as paid in the charts; if reclassified as organic intent, the organic NC% rises to ~37% (2025).
Unattributed (9.8% of NC rev): Likely includes Huberman podcast-driven demand that enters as direct traffic with no click path.
Attribution model: Meta in-platform 7-day click ROAS with 1.2x incrementality lift; Google in-platform ROAS; Northbeam for organic/category attribution.