5,325 responses in Jun (↑5% vs May's 5,056). Biggest movers: Facebook +3.8pp (26.5%→30.3%), YouTube +2.5pp, Costco -1.5pp, Friend/Family -2.2pp. Instagram rock-solid at ~40%. Mobile Game App near zero (0.2%).
| Channel | Jun Share | MoM Δ | Jun Spend | Spend MoM Δ | 3mo Trend | LTV | LTV Δ (3mo) | Signal |
|---|---|---|---|---|---|---|---|---|
| Friend/Family | 9.8% | +2.4pp | — | — | 7.6% → 7.4% → 9.8% | $159 | +11% | 🟢 Scale |
| Costco | 5.4% | +1.8pp | — | — | 4.4% → 3.6% → 5.4% | $178 | 0% | 🟢 Growing |
| Other | 5.8% | +0.9pp | — | — | $170 | 0% | 🟢 Growing | |
| 2.6% | +0.6pp | $0.81M | +44% | 3.7% → 2% → 2.6% | $165 | +15% | 📈 Paid Scaling | |
| TV | 1.4% | +0.2pp | — | — | 0.9% → 1.2% → 1.4% | $163 | +31% | 🔵 LTV↑ |
| Amazon | 0.8% | +0.2pp | — | — | 1.5% → 0.6% → 0.8% | $182 | +27% | 🔵 LTV↑ |
| Retail Store | 0.8% | +0.2pp | — | — | 0.4% → 0.6% → 0.8% | $191 | +11% | → Steady |
| UFC | 0.8% | +0.2pp | — | — | 0.4% → 0.6% → 0.8% | $173 | -22% | 🟠 LTV↓ |
| 34.9% | -0.3pp | $1.49M | +20% | 33.9% → 35.2% → 34.9% | $166 | -13% | 🟠 LTV↓ | |
| TikTok | 2% | -0.3pp | $0.31M | +67% | 1.8% → 2.3% → 2% | $164 | -17% | 🟠 LTV↓ |
| Podcast | 1% | -0.2pp | — | — | 2.9% → 1.2% → 1% | $172 | +13% | → Steady |
| Influencer | 0.5% | -0.6pp | — | — | 0.7% → 1.1% → 0.5% | $160 | -17% | 🟡 Watch |
| YouTube | 4.5% | -1.4pp | — | — | 6.4% → 5.9% → 4.5% | $181 | +6% | 🟡 Watch |
| 25.3% | -2.3pp | $1.30M | +26% | 24.1% → 27.6% → 25.3% | $157 | 0% | 🔴 Spend↑ Share↓ |
Comparing May 2026 to April 2026. Cards ranked by absolute percentage point change. Green = growing share, Red = shrinking. Sparklines show 18-month trajectory.
All ad spend from Triple Whale (Meta, Google, TikTok, Snapchat) + Meta API for FB/IG platform breakdown — mapped against KnoCommerce survey attribution. The key signal: where spend is disproportionate to how customers say they found True Classic.
| Channel | Monthly Spend | Spend Share | Attr. Share | Gap (pp) | Avg LTV | Assessment |
|---|---|---|---|---|---|---|
| $1,485,876 | 28.2% | 34.9% | -6.7pp | $166 | ✅ Attribution exceeds spend share — IG is efficient | |
| $1,304,448 | 24.8% | 25.3% | -0.5pp | $157 | ⚠️ Roughly balanced but lowest LTV of major channels | |
| Google/YouTube | $811,207 | 15.4% | 7.1% | +8.3pp | $173 | ⚠️ High spend share vs attribution — but high LTV ($181 YT) |
| TikTok | $313,002 | 5.9% | 2.0% | +3.9pp | $164 | ⚠️ Spend 3x attribution share — watch efficiency |
| Custom/Other | $350,885 | 6.7% | — | — | — | 🔵 Podcast, TV, influencer — not in survey channels |
| Friend/Family | $0 | 0% | 9.8% | -9.8pp | $159 | 🟢 Pure organic WOM — free acquisition |
| Costco | Retail | — | 5.4% | — | $178 | 🟢 Growing fast via roadshows — high LTV |
| Podcast | In Custom | — | 1.0% | — | $172 | 🟢 Premium LTV — spend in Custom bucket |