For any major company any given channels' numbers have some percentage of sales which have cannibalized from other channels. That's just the nature of the univ

For any major company any given channels' numbers have some percentage of sales which have cannibalized from other channels. That's just the nature of the universe. There's no accurate way to measure how much is incremental revenue versus cannibalized from another channel. So is some of that 6.5 million cannibalized from another channel. Yes. Is all of it? No. Some of it is new (new customers or new sales due to reaching out to existing or potential customers). It's also a dirt cheap channel, which is key. For ANY company, driving $6.5 million in revenue via a new marketing channel which has close to zero cost, is a great win.