07/05/2026
Our April Thoughtful Index is here đź“Š
This month we’re seeing a really interesting shift across both AU and US markets — lower costs, stronger efficiency signals, and increasingly selective consumer behaviour.
A few key takeaways:
→ Google CPCs are continuing to decline globally while ROAS improves
→ US shoppers may be fewer, but they’re spending more
→ Loyalty and retention continue to underpin AU growth
→ Consumers are clicking less, but converting with higher intent
The takeaway? Efficiency, retention, and creative quality matter more than ever right now. Brands that can maximise value from high-intent audiences — while maintaining strong customer loyalty — are the ones continuing to outperform.
Swipe through for the full breakdown.
