Google's share of total spend increased from 34% to 39%, while Meta's share decreased from 62% to 56%. This shift toward Google - the more stable, efficient platform - contributed to the 18% CAC improvement.
Meta's cost per customer dropped $43.04 (-25.6%), accounting for 87% of the total $49.46 CAC reduction. Google improved modestly (-$5.79), while TV held steady (-$0.52). The reduction in Meta daily spend from $24,805 to $10,628 eliminated diminishing returns at higher spend levels.
| Date | Meta | TV | Total | New Cust | CAC | |
|---|---|---|---|---|---|---|
| May 22 | $9,388 | $33,486 | $2,388 | $45,263 | 141 | $321 |
| May 23 | $16,858 | $28,543 | $1,515 | $46,916 | 126 | $372 |
| May 24 | $19,546 | $36,298 | $1,547 | $57,391 | 172 | $334 |
| May 25 | $24,300 | $38,088 | $1,557 | $63,945 | 192 | $333 |
| May 26 | $14,988 | $29,676 | $1,534 | $46,198 | 157 | $294 |
| May 27 | $11,099 | $20,981 | $1,544 | $33,623 | 125 | $269 |
| May 28 | $12,629 | $16,813 | $1,479 | $30,921 | 128 | $242 |
| May 29 | $9,568 | $14,972 | $1,519 | $26,059 | 109 | $239 |
| May 30 | $8,906 | $12,486 | $1,544 | $22,936 | 144 | $159 |
| May 31 | $9,389 | $16,704 | $1,569 | $27,663 | 183 | $151 |
| May Total | $136,672 | $248,047 | $15,399 | $400,118 | 1,477 | $271 |
| Jun 1 | $8,372 | $13,877 | $1,023 | $23,272 | 117 | $199 |
| Jun 2 | $11,090 | $12,738 | $1,004 | $24,832 | 86 | $289 |
| Jun 3 | $7,581 | $13,951 | $946 | $22,478 | 81 | $278 |
| Jun 4 | $5,157 | $11,489 | $939 | $17,585 | 72 | $244 |
| Jun 5 | $6,727 | $11,930 | $835 | $19,491 | 78 | $250 |
| Jun 6 | $6,198 | $11,630 | $826 | $18,654 | 77 | $242 |
| Jun 7 | $8,834 | $13,700 | $786 | $23,320 | 85 | $274 |
| Jun 8 | $7,508 | $6,693 | $757 | $14,958 | 100 | $150 |
| Jun 9 | $7,075 | $7,550 | $765 | $15,391 | 74 | $208 |
| Jun 10 | $6,929 | $6,767 | $600 | $14,297 | 81 | $177 |
| Jun 11 | $5,714 | $6,581 | $794 | $13,089 | 85 | $154 |
| Jun Total | $81,187 | $116,908 | $9,273 | $207,368 | 936 | $221 |
Daily average spend fell from $40,012 to $18,852 (-53%), but daily new customers fell from 148 to 85 (-42%). The gap between those two numbers is the efficiency gain - we got more customers per dollar spent in June.
Meta's cost per customer fell $43.04 (from $167.94 to $124.90), accounting for 87% of the total $49.46 CAC reduction. Google contributed $5.79 of improvement, TV contributed $0.52. The improvement came primarily from pulling Meta daily spend from $24,805 down to $10,628.
The four best CAC days (May 30 $159, May 31 $151, Jun 8 $150, Jun 11 $154) all had total daily spend between $13,089 and $27,663 with Meta under $17K. The four worst days (May 23 $372, May 24 $334, May 25 $333, May 22 $321) all had Meta above $28K.
New customer counts sourced from Vegamour's internal reporting (CSV export). Google Ads spend verified against Google Ads API (account 7567846915). Meta Ads spend verified against Meta Marketing API (account act_542163415992887). TV spend from Vegamour media buy report. Date range limited to May 22 - Jun 11 based on available new customer data. Full May 1-21 new customer data was not available for this analysis - only the period with overlapping data across all three sources is included.