Headline KPIs
Monthly spend
$45.3k
YTD spend
$271.8k
CAC — MEMBER
$2.6k
CAC — PARTNER
$6.5k
Return on ad spend (ROAS) — 3 views
Realised ROAS (today)
0.02x
Projected ROAS (60–90d)
0.03x
Lifetime ROAS (LTV ÷ CAC)
24x
Read the ROAS view that matters for the decision you’re making: Realised = what we’ve actually banked. Low this early because most acquired MEMBERs haven’t yet referred a settled deal. Projected (60–90d) = includes commission locked in the pipeline that will settle as H3b→H4 advances. Lifetime = the investor-pack view — every acquired MEMBER is a 3yr revenue annuity.
Best vs worst channel
Best CAC — MEMBER
Email / nurture
Worst CAC — MEMBER
FAAA partnerships
6-month spend trend
$39.0k
01
+8M / +4P
$42.0k
02
+11M / +5P
$43.5k
03
+14M / +6P
$44.0k
04
+17M / +7P
$44.5k
05
+22M / +8P
$45.3k
06
+25M / +9P
Each bar shows monthly spend. Teal numbers below = MEMBERs (M) + PARTNERs (P) acquired that month. CAC trending DOWN — unit economics improving as channels mature.
Channel performance — 10 channels
| Channel | Status | Monthly | YTD spend | Leads | MEMBERs | PARTNERs | CAC — M | CAC — P |
|---|---|---|---|---|---|---|---|---|
|
LinkedIn Ads
Best-performing channel for PARTNER firms. Targeting MFAA / FAAA-crede…
|
SCALING | $12.0k | $72.0k | 412 | 14 | 6 | $5.1k | $12.0k |
|
Google Ads
Search intent traffic — "find a mortgage broker", "conveyancer near me…
|
STEADY | $8.5k | $51.0k | 1,847 | 22 | 1 | $2.3k | $51.0k |
|
Meta (FB/IG)
Brand awareness + retargeting. Member acquisition only — PARTNERs don’…
|
TESTING | $6.0k | $36.0k | 2,104 | 9 | 0 | $4.0k | — |
|
MFAA partnerships
Mortgage & Finance Association of Australia — co-branded events + spon…
|
SCALING | $4.5k | $27.0k | 87 | 3 | 14 | $9.0k | $1.9k |
|
FAAA partnerships
Financial Advice Association — paid-advice planner network. Strong PAR…
|
SCALING | $3.8k | $22.8k | 64 | 2 | 9 | $11.4k | $2.5k |
|
Community events
Sponsorship of Indigenous / migrant / regional community gatherings — …
|
STEADY | $3.2k | $19.2k | 245 | 18 | 3 | $1.1k | $6.4k |
|
Content / SEO
Long-tail organic — "how does a referral commission work", trust-instr…
|
STEADY | $2.8k | $16.8k | 1,320 | 7 | 4 | $2.4k | $4.2k |
|
Email / nurture
Mid-funnel re-engagement of dormant leads. High ROI per dollar but bou…
|
STEADY | $800 | $4.8k | 0 | 11 | 2 | $436 | $2.4k |
|
Referral incentives
MEMBER-refers-MEMBER bounty. Pays out via Wise on H4_OUTCOME confirmat…
|
SCALING | $2.2k | $13.2k | 198 | 16 | 1 | $825 | $13.2k |
|
PR / earned media
AFR / SmartCompany features driven by exec-led storytelling. Paused th…
|
PAUSED | $1.5k | $9.0k | 156 | 4 | 2 | $2.3k | $4.5k |
| TOTAL | $45.3k | $271.8k | 6,433 | 106 | 42 | $2.6k | $6.5k |
UTM attribution — deals by source
| UTM source | Deals | Gross value | Commission | Avg deal size |
|---|---|---|---|---|
| (direct / unknown) | 12 | $1.31M | $4.2k | $109.0k |
| 1 | $512.0k | $2.1k | $512.0k |
What good looks like vs what bad looks like
What good looks like
- CAC — MEMBER trending DOWN month-over-month (currently $488 → $181)
- ROAS ≥ 4.0x — every $1 of spend returns ≥ $4 in commission
- Spend mix shifted to PARTNERSHIP channels (MFAA, FAAA) for PARTNER acquisition leverage
- Referral incentives showing self-amplification (MEMBER-refers-MEMBER flywheel)
- Monthly budget tracking at 90–100% utilisation — spend discipline without underspend
What bad looks like
- CAC — MEMBER trending UP — saturation, or wrong-channel investment
- ROAS < 4.0x — unit economics broken, can’t fund FY29 ramp
- Single-channel dependency (any channel > 40% of spend or 40% of acquisition)
- Meta / Google scale-up without PARTNERs — imbalanced marketplace
- UTM source = "direct / unknown" > 30% — attribution broken, can’t optimise