bare bod — Rolling 7-Day Report

Wed 22 Apr – Tue 28 Apr 2026  ·  Generated 28 Apr 2026

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⚡ Rolling 7-day snapshot (Wed 22 Apr – Tue 28 Apr 2026). WoW deltas compare vs week ending 19 Apr (Mon 13 – Sun 19 Apr) — periods are not perfectly aligned.

Executive Summary — 22–28 Apr 2026

Revenue & Orders

Total Revenue
£5,851
↑ +9.8% WoW (£5,326 prev)
Orders
174
↑ +12.3% WoW (155 prev)
AOV (all)
£33.63
↓ −2.1% WoW (£34.36 prev)
First-Order AOV
£38.74
↑ +6.2% WoW (£36.48 prev) — trend reversal
Social 1st AOV
GA4 cannot split by channel
Search 1st AOV
GA4 cannot split by channel
CVR (GA4)
2.81%
↑ +10.6% WoW (2.54% prev)
First-Time Subscribers (Acquisition)
72 orders
£2,788.97 · AOV £38.74 · was 49 prev (+46.9%)
Recurring Subscriptions
47 orders
£996.58 · AOV £21.20 · zero acquisition cost · was 59 prev (−20.3%)
One-Off / Non-Sub (incl. 8 comp)
55 orders
£2,065.50 · AOV £37.55 · 8 comp/£0 orders included
Top SKUs — First OrdersSKUQty
Refill — MandarinSCHT-MAN41
Refill — VetiverSCHT-VET31
Refill — Clary SageSCHT-CLA21
Refill — Juniper (Single)SCHT-JUN19
Rollr — Green AventurineROLLR-GA19
Top SKUs — All OrdersSKUQty
Refill — MandarinSCHT-MAN96
Refill — VetiverSCHT-VET70
Refill — Clary SageSCHT-CLA48
Refill — JuniperSCHT-JUN38
Rollr — Rose QuartzROLLR-RQ31
Discount PatternOrdersPrior wkImplied ValueNotes
£5 flat (Appstle sub discount)~26−£130Recurring subs
10% welcome / email code~42−£168Largest group by order count
£12 flat (bundle promo)~10−£120First orders
100% comp (£0 orders)83−£0CS / gifted — elevated vs prior
Other discounts~6−£331Various patterns
Total 92 orders (52.9%) ~35% baseline −£749
Discount note: The Shopify MCP did not return named discountCodes in this pull — code names (e.g. WELCOME10) are not available. Amounts are inferred from lineItemOriginalTotal vs subtotalPrice and are accurate for totals. Discount rate 52.9% is significantly elevated vs the 35% baseline established week of 13 Apr — check whether a promotion was running or if welcome flow codes are over-indexing among the 72 new first orders. Comp orders rose to 8 (from 3 prior) — flag for CS review.

Traffic & Channels

Property 354219380 — Rollr (Old)
Sessions
2,596
↑ +6.3% WoW (2,443 prev)
GA4 Transactions
73
↑ +10.6% WoW (66 prev)
CVR (Overall)
2.81%
↑ +10.6% WoW (2.54% prev)
GA4 Revenue
£3,081
↑ +10.9% WoW (£2,778 prev)
New Users
71.3%
↓ from 79.9% prev — more returning
Capture Rate
42.0%
73 of 174 Shopify orders (stable)
Channel Sessions % Total Trans Revenue CVR Rev / Session
Organic Social 1,15344.4% 16£772 1.39%£0.67
Paid Search 43816.9% 11£448 2.51%£1.02
Paid Social 29011.2% 12£428 4.14%£1.48
Organic Search 2078.0% 5£239 2.42%£1.15
Direct 2037.8% 10£481 4.93%£2.37
Email 1495.7% 13£437 8.72%£2.94
Unassigned 602.3% 4£175 6.67%£2.91
Organic Shopping 461.8% 1£30 2.17%£0.65
Referral 291.1% 1£32 3.45%£1.10
Paid Other 140.5% 0£0 £0
Cross-network 70.3% 1£38 14.3%£5.40
Total 2,596100% 73£3,081 2.81%£1.19
DeviceSessionsTransRevenueCVRCVR prev
Mobile2,16558£2,4222.68%2.31%
Desktop34815£6174.31%4.17%
Tablet903£1173.33%0.85%
User TypeSessions% of Total
New1,85171.3%
Returning74528.7%
Total2,596100%
Attribution gaps — read carefully. GA4 captured 73 of 174 Shopify transactions (42.0% capture rate, stable vs 42.6% prev) and £3,081 of £5,851 Shopify revenue (52.7%). "Organic Social" (1,153 sessions, 44.4%) contains a large proportion of unattributed paid Meta traffic — Clarity confirms the starter-pack page received 1,427 Instagram sessions and 494 Facebook sessions, substantially more than GA4's 290 Paid Social sessions. "Organic Shopping" (46 sessions) is Google PMax traffic misclassified by GA4. Email CVR of 8.72% and £2.94/session is 4.4× more revenue-efficient per session than Organic Social (£0.67). Mobile CVR improved to 2.68% from 2.31% — positive trend.

Google Ads

Total Spend
£408.47
↑ +13.1% WoW (£361 prev)
ROAS
1.76×
↓ −35.1% WoW (2.71× prev)
Conversions
19
↓ −11.3% WoW (21.4 prev)
Attributed Revenue
£720.00
↓ −26.4% WoW (£979 prev)
CampaignTypeStatus SpendPrior Conv.ValueROAS
PMax | UK | Brand PMaxENABLED £139.67£140.14 9.00£354.902.54×
PMax | UK | Non Brand PMaxENABLED £144.77£79.04 4.00£164.101.13×
Enhencer — Rollr Brand SRC SearchENABLED £79.41£142.01 6.00£201.002.53×
PD | Gemstones | Non Brand SearchENABLED ⚠ £44.62£0.00 0£0.00
RollrSmartPAUSED £0paused
BBU - Rollr Brand Naming CampaignSearchPAUSED £0paused
ENH - Search - Brand - RollrSearchPAUSED £0paused
Shopping - Catch allShoppingPAUSED £0paused
Enhencer — Rollr GNR SRCSearchPAUSED £0paused
PD | UK | CompetitorsSearchPAUSED £0paused
Total (active) £408.47£361.19 19 £720.00 1.76×
Date note: Google Ads LAST_7_DAYS pulled 28 Apr covers approx. 21–27 Apr — slight misalignment with the rolling 22–28 Apr window. PD | Gemstones | Non Brand has now spent £44.62 in this window with zero conversions and remains ENABLED — this is the second consecutive week flagged. Prior week it appeared post-period at £6.59. Recommend immediate pause. Brand PMax ROAS declined sharply from 4.56× to 2.54× — this campaign is still the highest-ROAS active campaign, but the drop is significant. Enhencer Brand SRC recovered strongly from 0.80× to 2.53× on lower spend (£79 vs £142 prior). Non-Brand PMax ROAS 1.13× is near the historical 0.71–1.0× range.

Paid Social

Total Spend
£3,210.19
↑ from ~£3,135 prev (Meta only)
Meta ROAS
0.64×
Below 1× — 4th consecutive week
Purchases
50
Meta attribution only
Attributed Revenue
£2,052.15
Meta attribution only
Campaign SpendPrior Purchases ROASPrior CPA ATC Checkouts
UK | ASC £2,079.13 26 0.54× £79.97 373 31
UK | ASC | Retargeting £226.28 7 1.25× £32.33 43 4
UK | ASC | Testing | JAVRTest2 £145.09 3 0.81×0.34× £48.36 33 3
UK | ASC | WMv1 NEW £759.69 14 0.70×new £54.26 117 19
Total £3,210.19~£3,135 50 0.64× £64.20 566 57

Conversion Rate Proxy

(Meta paid traffic — account level)
Landing Page Views
1,046
Meta LPVs
Add to Cart
566
54.1% of LPV
Initiate Checkout
57
10.1% of ATC ⚠
Purchase
50
87.7% of checkout
LPV → Purchase CVR
4.78%
Meta paid only
ATC → Checkout
10.1%
vs 30–40% benchmark
Checkout → Purchase
87.7%
50 of 57 checkouts
Carts Abandoned
509
before checkout
ATC→Checkout context: 10.1% vs 30–40% DTC benchmark (consistent with prior weeks 9–11%). 509 carts abandoned before checkout. At first-order AOV £38.74, this represents ~£19,719 in potential pre-checkout revenue lost. The checkout step itself converts well (87.7%) — the bottleneck is clearly between ATC and checkout initiation.

JAVRTest2 trajectory: 2.04× → 0.62× → 0.34× → 0.81× this week. Slight recovery but still below breakeven. At £48.36 CPA vs £38.74 first-order AOV, each new customer costs more than they pay on the first order.

UK | ASC | WMv1 is new — not seen in prior reports. £759.69 spend at 0.70× ROAS on its first week. Monitor for weeks 2–3 before evaluating.

Blended ROAS (Meta + Google): Total paid spend £3,618.66 (Meta £3,210 + Google £408). Meta attributed £2,052 + Google attributed £720 = £2,772 total attributed. Blended attributed ROAS: 0.77× (below 1×, 4th consecutive week). Shopify actual revenue £5,851 ÷ £3,619 paid spend = 1.62× blended MER (improved from 1.52× prev — revenue growth offset the spend level).

Email & Flows

Flow Revenue (Attributed)
£1,073.30
↓ −5.7% WoW (£1,138 prev)
Campaign Revenue (3 sends)
£835.69
Earth Day series — 26 orders
Total Email Revenue
£1,909
↑ 32.6% of Shopify revenue
Email CVR (GA4)
8.72%
↑ highest channel this week
Email Sessions (GA4)
149
13 transactions · £437 GA4 rev

Earth Day Campaign Performance

CampaignSentRecipientsOpensOpen RateClicksCTROrdersRevenueRev/Recip
AP_EARTHDAY_210426 (tail — sent pre-period) 21 Apr 769 6 3 £73.95
AP_Earthday_24/04/26 24 Apr 9,615 4,831 50.2%* 104 1.08% 13 £407.94 £0.042
AP_Earthday_27/04/26 (partial — sent today 10am) 28 Apr 9,669 2,040 21.1%* 85 0.88% 10 £353.80 £0.037
Total ~19,284 7,640 195 0.98% 26 £835.69 £0.043
* Open rates are MPP-inflated (Apple Mail Privacy Protection auto-opens before user reads). True engaged open rate is lower — use CTR as the reliable engagement signal. Apr 21 campaign sent before the rolling window; only tail attribution captured. Apr 28 campaign (today) is partial-day — both opens and revenue will increase through the day.

Flow Revenue — Daily Breakdown

DayDateFlow Revenue
Wednesday22 Apr£116.80
Thursday23 Apr£151.00
Friday24 Apr£78.60
Saturday25 Apr£102.60
Sunday26 Apr£249.40
Monday27 Apr£254.80
Tuesday28 Apr£120.10
Total £1,073.30
Active flows (21 total, 7 revenue-relevant): 1. Checkout Abandon, 2. Review Request, 3. Welcome, 4. Post Purchase, 5. OTP Reminder v3, 6. Add to Cart Abandon, 7. Browse Abandon. Per-flow CVR and engagement stats not available — Klaviyo flow_values_report requires conversion_metric_id not exposed in the MCP wrapper. Flow revenue above is aggregate last-touch attribution (metric "Placed Order", all flows combined). Campaign revenue is separately attributed via Klaviyo last-touch — minimal double-count expected as last-touch assigns each order to exactly one message. Sunday + Monday account for £504 of £1,073 flow revenue (47%).

UX Behaviour

Mobile Scroll Depth
42.9%
First week — no WoW
Desktop Scroll Depth
45.8%
First week — no WoW
Mobile Engagement
54s
First week — no WoW
Desktop Engagement
85s
First week — no WoW
Mobile Bounce Rate
86.5%
First week — no WoW
Desktop Bounce Rate
76.6%
First week — no WoW
DeviceSessions% TotalScrollEngageBounce
Mobile4,23483.6%42.9%54s86.5%
Desktop (PC)55911.0%45.8%85s76.6%
Tablet2625.2%50.3%70s82.4%
Total5,064100%43.4%57s avg85.3%
Page · SourceSessions
/products/starter-pack — Instagram1,427
/products/starter-pack — Direct1,147
/products/starter-pack — Facebook494
/ (Homepage) — Google457
/ (Homepage) — Instagram402
/ (Homepage) — Direct287
/products/starter-pack — Google239
/pages/questions — Direct160
/ (Homepage) — Direct (2)139
/ (Homepage) — Facebook122
First week of Clarity data — baselines established. Mobile bounce rate of 86.5% is high; however context is important — Clarity's bounce definition (single page view) includes many Meta paid sessions that land on the starter-pack page and immediately purchase via fast checkout. Clarity shows 5,064 sessions vs GA4's 2,596 — the gap is partly Clarity tracking pre-consent sessions and including bot-filtered sessions differently. The starter-pack page from Instagram (1,427 sessions) is the single largest traffic entry point, confirming paid Meta traffic is landing on the correct product page. Tablet scroll depth (50.3%) is slightly better than mobile (42.9%), suggesting tablet users engage more fully with page content.

Claude's Observations

Cross-platform analysis & trends

Anomalies Flagged

Threshold breaches only

Recommended Actions