Brand Captain
Performance report · Oct 2026
Dirty Fruit · Oct 1–28, 2026

269 orders and $9,319 in sales, nearly all from Meta.

October was Dirty Fruit's first full month of paid ads. We spent $6,260 on Meta and the store took $9,319, so each ad dollar came back as $1.49 in sales.

Shopify sales
$9,319
Sep 1–28: $402
Orders
269
Sep 1–28: 12
Average order
$34.64
▲ 3% vs Sep 1–28
New-customer orders
99%
265 of 269 orders
Meta spend
$6,260
Sep 1–28: $322
Blended ROAS
1.49x
Shopify sales ÷ Meta spend · Sep 1.25x
Meta ROAS
1.36x
$8,526 Meta-tracked sales · Sep 0.77x
Cost per purchase
$22.76
275 Meta-tracked purchases

Daily sales and ad spend

Oct 1–28
Shopify salesMeta spend
$0$200$400$600$800Oct 1: $130 sales, 4 orders, $126 spend1Oct 2: $109 sales, 3 orders, $158 spendOct 3: $233 sales, 7 orders, $127 spendOct 4: $316 sales, 10 orders, $250 spend4Oct 5: $282 sales, 9 orders, $162 spendOct 6: $369 sales, 11 orders, $172 spendOct 7: $133 sales, 5 orders, $155 spend7Oct 8: $555 sales, 16 orders, $257 spendOct 9: $546 sales, 15 orders, $251 spendOct 10: $481 sales, 11 orders, $232 spend10Oct 11: $272 sales, 10 orders, $295 spendOct 12: $249 sales, 7 orders, $202 spendOct 13: $269 sales, 8 orders, $222 spend13Oct 14: $375 sales, 10 orders, $236 spendOct 15: $192 sales, 6 orders, $206 spendOct 16: $272 sales, 8 orders, $220 spend16Oct 17: $239 sales, 9 orders, $177 spendOct 18: $457 sales, 12 orders, $281 spendOct 19: $225 sales, 7 orders, $213 spend19Oct 20: $670 sales, 16 orders, $263 spendOct 21: $485 sales, 14 orders, $286 spendOct 22: $561 sales, 16 orders, $278 spend22Oct 23: $277 sales, 8 orders, $220 spendOct 24: $277 sales, 8 orders, $139 spendOct 25: $477 sales, 14 orders, $303 spend25Oct 26: $381 sales, 10 orders, $282 spendOct 27: $321 sales, 10 orders, $268 spendOct 28: $163 sales, 5 orders, $277 spend28

What we saw

Takeaways

One image ad carried the month

DF12 took $2,520, 40% of all spend, and brought in 114 purchases at 1.49x, three times as many as any other ad.

Creator videos returned more per dollar

DF-UGC-21 returned 2.00x on $579 and DF-UGC-10 returned 1.64x on $768. The pineapple images were weaker: DF31 returned 1.07x and DF37 spent $118 without a sale.

The average cart is under free shipping

Before shipping and tax, orders averaged $29.21, under the $35 free-shipping line. Seven pouches at 10% off ($37.80) is the smallest pack that ships free, so pushing people to 7 is the cheapest way to raise order size.

Most carts don't turn into orders

Meta tracked 2,123 add-to-carts, 1,001 checkouts started and 275 purchases. About 1 in 8 carts became an order, so the cart and checkout are where the next gains are.

Almost every order came from an ad

230 of 269 orders last came in through a tagged Meta ad, 14 came direct and 12 from Google. 265 of the 269 orders were from first-time customers, so email and repeat buying have barely started.

Meta ads

Meta-reported, 7-day click / 1-day view
Ad funnel
Impressions
349,375
Link clicks
1.7% of previous
5,786
Add to cart
36.7% of previous
2,123
Checkout started
47.2% of previous
1,001
Purchases
27.5% of previous
275
MetricOctoberSep 1–28
Reach141,3245,768
Cost per 1,000 views$17.92$37.76
Click-through rate1.66%2.37%
Cost per click$1.08$1.60
Cost per purchase$22.76$46.07
Meta ROAS1.36x0.77x
CampaignSpendPurchasesCost / purchaseROAS
DIRTY FRUIT | SALES | US BROAD1$6,180275$22.471.38x
DIRTY FRUIT | SALES | ZIP 84737 | OCT 8-11$800–0.00x

Top ads by spend

October
#1 by spend · Image
DF12 · For the not sour enough crowd
Spend$2,520
Purchases114
ROAS1.49x
CTR1.49%
#2 by spend · Video
DF-UGC-10 · Strawberry and mango ratings
Spend$768
Purchases38
ROAS1.64x
CTR2.58%
#3 by spend · Video
DF-UGC-21 · Sour snack restock
Spend$579
Purchases35
ROAS2.00x
CTR1.90%
#4 by spend · Video
DF-UGC-01 · Strawberry and mango reaction
Spend$502
Purchases21
ROAS1.17x
CTR2.20%
#5 by spend · Image
DF31 · Skip pineapple prep
Spend$362
Purchases16
ROAS1.07x
CTR1.17%
#6 by spend · Image
DF30 · Choose the snack
Spend$295
Purchases17
ROAS1.94x
CTR1.36%
#7 by spend · Image
DF23 · Flavor decision
Spend$220
Purchases8
ROAS1.21x
CTR1.72%
#8 by spend · Image
DF37 · Canned pineapple alternative
Spend$118
Purchases0
ROAS0.00x
CTR1.92%

Shopify

dirtyfruit.com
Best sellers by sales
ProductUnitsSales
Sour Strawberry566$3,139
Sour Mango443$2,448
Sour Pineapple385$2,115
Sour Mix - 6 Bags (2 Strawberry, 2 Pineapple, 2 Mango)10$288
Sour Mix - 3 Bags (1 Strawberry, 1 Pineapple, 1 Mango)4$61
Where each order’s last visit came from
Meta ads
230
Direct
14
Google
14
Facebook / Instagram (no tag)
7
Other
3
Email
1
ShopifyOctober
Units sold1,408
Discounts given$907
Shipping charged$1,470
Refunded$25.47