bare bod — Rolling 7-Day Report

Executive Summary — 22–28 Apr 2026

Revenue £5,851 (+9.8% WoW) on 174 orders (+12.3%) — first-order count surged from 49 to 72 (+46.9%) and first-order AOV recovered to £38.74 (+6.2% WoW), breaking a four-week declining trend.
Google Ads ROAS collapsed to 1.76× (from 2.71× prev) — Brand PMax fell from 4.56× to 2.54×; PD | Gemstones spent £44.62 at zero conversions for a second consecutive week while remaining ENABLED.
Recurring subscription orders fell to 47 (from 59, −20.3%) — second consecutive weekly decline; represents the highest-margin revenue bucket and warrants immediate investigation.
GA4 CVR improved to 2.81% (from 2.54%); Email is the highest-converting channel at 8.72% CVR; Klaviyo flows £1,073 + Earth Day campaigns £836 = £1,909 total email revenue (32.6% of Shopify); Apr 24 campaign: 9,615 sends, £407.94 rev, £0.042/recipient.
Meta total spend £3,210 across 4 campaigns (ROAS 0.64× attributed); new campaign UK | ASC | WMv1 appeared this week at £760 spend and 0.70× ROAS; JAVRTest2 recovered slightly to 0.81× (from 0.34×) but remains below breakeven; ATC→Checkout 10.1% — still well below 30–40% benchmark.

Revenue & Orders

Shopify

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 Orders	SKU	Qty
Refill — Mandarin	SCHT-MAN	41
Refill — Vetiver	SCHT-VET	31
Refill — Clary Sage	SCHT-CLA	21
Refill — Juniper (Single)	SCHT-JUN	19
Rollr — Green Aventurine	ROLLR-GA	19

Top SKUs — All Orders	SKU	Qty
Refill — Mandarin	SCHT-MAN	96
Refill — Vetiver	SCHT-VET	70
Refill — Clary Sage	SCHT-CLA	48
Refill — Juniper	SCHT-JUN	38
Rollr — Rose Quartz	ROLLR-RQ	31

Discount Pattern	Orders	Prior wk	Implied Value	Notes
£5 flat (Appstle sub discount)	~26	—	−£130	Recurring subs
10% welcome / email code	~42	—	−£168	Largest group by order count
£12 flat (bundle promo)	~10	—	−£120	First orders
100% comp (£0 orders)	8	3	−£0	CS / gifted — elevated vs prior
Other discounts	~6	—	−£331	Various 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

GA4 Property 354219380 — Rollr (Old)

Sessions

2,596

↑ +6.3% WoW (2,443 prev)

GA4 Transactions

↑ +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	1,153	44.4%	16	£772	1.39%	£0.67
Paid Search	438	16.9%	11	£448	2.51%	£1.02
Paid Social	290	11.2%	12	£428	4.14%	£1.48
Organic Search	207	8.0%	5	£239	2.42%	£1.15
Direct	203	7.8%	10	£481	4.93%	£2.37
Email	149	5.7%	13	£437	8.72%	£2.94
Unassigned	60	2.3%	4	£175	6.67%	£2.91
Organic Shopping	46	1.8%	1	£30	2.17%	£0.65
Referral	29	1.1%	1	£32	3.45%	£1.10
Paid Other	14	0.5%	0	£0	—	£0
Cross-network	7	0.3%	1	£38	14.3%	£5.40
Total	2,596	100%	73	£3,081	2.81%	£1.19

Device	Sessions	Trans	Revenue	CVR	CVR prev
Mobile	2,165	58	£2,422	2.68%	2.31%
Desktop	348	15	£617	4.31%	4.17%
Tablet	90	3	£117	3.33%	0.85%

User Type	Sessions	% of Total
New	1,851	71.3%
Returning	745	28.7%
Total	2,596	100%

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

Google Ads · Rollr · ID 6582432348

Total Spend

£408.47

↑ +13.1% WoW (£361 prev)

ROAS

1.76×

↓ −35.1% WoW (2.71× prev)

Conversions

↓ −11.3% WoW (21.4 prev)

Attributed Revenue

£720.00

↓ −26.4% WoW (£979 prev)

Campaign	Type	Status	Spend	Prior	Conv.	Value	ROAS
PMax \| UK \| Brand	PMax	ENABLED	£139.67	£140.14	9.00	£354.90	2.54×
PMax \| UK \| Non Brand	PMax	ENABLED	£144.77	£79.04	4.00	£164.10	1.13×
Enhencer — Rollr Brand SRC	Search	ENABLED	£79.41	£142.01	6.00	£201.00	2.53×
PD \| Gemstones \| Non Brand	Search	ENABLED ⚠	£44.62	£0.00	0	£0.00	—
Rollr	Smart	PAUSED	£0	—	—	—	paused
BBU - Rollr Brand Naming Campaign	Search	PAUSED	£0	—	—	—	paused
ENH - Search - Brand - Rollr	Search	PAUSED	£0	—	—	—	paused
Shopping - Catch all	Shopping	PAUSED	£0	—	—	—	paused
Enhencer — Rollr GNR SRC	Search	PAUSED	£0	—	—	—	paused
PD \| UK \| Competitors	Search	PAUSED	£0	—	—	—	paused
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

Meta Ads

Total Spend

£3,210.19

↑ from ~£3,135 prev (Meta only)

Meta ROAS

0.64×

Below 1× — 4th consecutive week

Purchases

Meta attribution only

Attributed Revenue

£2,052.15

Meta attribution only

Campaign	Spend	Prior	Purchases	ROAS	Prior	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

10.1% of ATC ⚠

→

Purchase

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

Klaviyo

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

Campaign	Sent	Recipients	Opens	Open Rate	Clicks	CTR	Orders	Revenue	Rev/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

Day	Date	Flow Revenue
Wednesday	22 Apr	£116.80
Thursday	23 Apr	£151.00
Friday	24 Apr	£78.60
Saturday	25 Apr	£102.60
Sunday	26 Apr	£249.40
Monday	27 Apr	£254.80
Tuesday	28 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

Clarity

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

Device	Sessions	% Total	Scroll	Engage	Bounce
Mobile	4,234	83.6%	42.9%	54s	86.5%
Desktop (PC)	559	11.0%	45.8%	85s	76.6%
Tablet	262	5.2%	50.3%	70s	82.4%
Total	5,064	100%	43.4%	57s avg	85.3%

Page · Source	Sessions
/products/starter-pack — Instagram	1,427
/products/starter-pack — Direct	1,147
/products/starter-pack — Facebook	494
/ (Homepage) — Google	457
/ (Homepage) — Instagram	402
/ (Homepage) — Direct	287
/products/starter-pack — Google	239
/pages/questions — Direct	160
/ (Homepage) — Direct (2)	139
/ (Homepage) — Facebook	122

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

Shopify — First-Order Trend Reversal

First-order AOV recovered to £38.74 after four consecutive weekly declines (£43.17 → £42+ → £41.21 → £36.48 → £38.74). The recovery coincided with a surge in first-order volume (49 → 72, +46.9%), which may suggest a promotion or influencer moment drove new acquisition this week. The SKU mix is healthy — Mandarin (41) and Vetiver (31) leading first orders is consistent with prior weeks, so the AOV uplift likely came from more add-on refills per cart rather than a different product mix. However, the elevated discount rate (52.9%) means some of this revenue came at higher cost — the net first-order value after discounts warrants monitoring as Supabase data becomes available.
Google Ads — ROAS Collapse + Ongoing Waste

Google ROAS fell from 2.71× to 1.76× — a 35% single-week decline. Brand PMax dropped from 4.56× to 2.54×, which is concerning since Brand PMax has been the account's highest-ROAS campaign. This could indicate branded search volume softened or conversion quality declined. The Enhencer Brand SRC recovered from 0.80× to 2.53×, which is positive. However, PD | Gemstones consumed £44.62 with zero conversions for the second week running — this is pure waste. If paused from week 1 of this trend, ~£51 in spend would have been saved over the two windows. The overall Google CPA this week is £21.50 (£408/19 conv), above the first-order AOV of £38.74 on a 1-click attribution basis — not necessarily alarming (Google conversion windows include recurring), but worth tracking.
Shopify — Recurring Subscription Decline

Recurring orders fell from 73 → 59 → 47 over the past three reports. This is the highest-margin revenue bucket (zero acquisition cost, predictable cash flow). At 47 orders × £21.20 AOV, recurring subscriptions generated £997 this week — down from £1,480 two weeks ago (−33%). If this represents churn rather than timing variation, it is the most structurally damaging trend in the business. The metric to check is Appstle's active subscriber count and cancellation rate — one week does not confirm a trend, but three weeks of decline warrants investigation before it compounds.
GA4 + Clarity — Attribution Gap Confirmed

GA4 shows only 290 Paid Social sessions, while Clarity records 1,427 sessions from Instagram and 494 from Facebook landing on the starter-pack page — a 7.3× gap. GA4's "Organic Social" (1,153 sessions) is absorbing the majority of paid Meta traffic due to UTM stripping in Instagram's in-app browser. This means GA4's Organic Social CVR of 1.39% is artificially low (it contains high-intent paid sessions that converted but lost attribution), and Paid Social's 4.14% CVR is artificially high (only the minority of sessions that retained UTMs). True Meta paid CVR sits somewhere between these two figures. This gap is a standing caveat on all GA4 channel-level revenue figures.
Email — Campaigns + Flows Combined £1,909 (32.6% of Shopify)

Klaviyo generated £1,909 total email revenue: £1,073 from automated flows (18.3% of Shopify) plus £836 from 3 Earth Day campaigns (14.3%). The Apr 24 Earth Day campaign was the strongest individual send — £407.94 on 9,615 recipients (£0.042/recipient, 1.08% CTR). The Apr 28 campaign is partial-day and will accumulate further. Sunday + Monday account for £504 of flow revenue (47%), consistent with prior week patterns. Email's GA4 CVR of 8.72% and £2.94/session remain the most efficient metrics of any channel — 4.4× better than Organic Social per session. The Earth Day sends provide a useful benchmark: a well-timed promotional campaign to ~9,600 subscribers generates ~£400 in incremental revenue, roughly 7% of weekly Shopify revenue per send.

Anomalies Flagged

Threshold breaches only

🔴
PD | Gemstones | Non Brand — £44.62 spend, 0 conversions (ENABLED) Second consecutive week with zero conversions. Campaign remained ENABLED despite prior-week flag. Cumulative waste across two windows: ~£51.
⚠
Google Ads ROAS — 1.76× vs 2.71× prior (−35% WoW) Brand PMax fell from 4.56× to 2.54× in one week — single largest driver of ROAS decline. Monitor next week for confirmation of trend.
⚠
Recurring subscription orders — 47 (from 59 prev, −20.3%) — third data point declining Week ending 19 Apr: 73 → 59 → 47 recurring orders over three consecutive windows. Consistent directional decline warrants Appstle churn investigation.
⚠
Discount rate — 52.9% of orders vs 35% baseline (week of 13 Apr) Significantly elevated. Discount code names unavailable (MCP field limitation) — manual Shopify check needed to confirm whether a promotion ran or welcome codes are over-indexing.
⚠
Comp orders — 8 (from 3 prior, +167%) 8 £0 customer-service or gifted orders this week vs 3 the prior week. Not yet a trend but worth reviewing CS ticket volume.
⚠
Meta blended attributed ROAS — 0.77× (4th consecutive week below 1×) Meta + Google combined spend £3,619 vs combined attribution £2,772. Blended MER improved to 1.62× (from 1.52× prev) as Shopify revenue grew, but paid attribution alone cannot justify spend without LTV context.
ℹ
New Meta campaign — UK | ASC | WMv1 (£759.69 spend, 0.70× ROAS week 1) Not seen in prior reports. Week 1 ROAS below breakeven but new campaigns typically need 2–3 weeks for algorithm learning. Monitor.

Recommended Actions

→
Pause PD | Gemstones | Non Brand immediately Reason: £44.62 spend, zero conversions this window; same result prior week. Campaign is ENABLED and accumulating waste with no conversion signal.
→
Investigate recurring subscription decline via Appstle dashboard Reason: 73 → 59 → 47 recurring orders over three consecutive data windows. If churn-driven, this is the highest-priority structural issue in the business.
→
Evaluate JAVRTest2 for pause or continuation — data now available Reason: ROAS recovered to 0.81× (from 0.34×) but CPA is £48.36 vs £38.74 first-order AOV. If the recovery continues next week, keep running; if it stalls, pause. Decision now has data to support it.
→
Monitor UK | ASC | WMv1 through weeks 2–3 before evaluating Reason: New campaign (£759 spend, 0.70× ROAS week 1). Facebook's algorithm needs 2–3 weeks of learning before ROAS stabilises. No action recommended yet.
→
Check Shopify discount codes for week of 22–28 Apr manually Reason: Discount rate at 52.9% vs 35% baseline. MCP field limitation means named codes unavailable — need to confirm whether a promotion ran or welcome codes are over-indexing on the 72 new first orders.
→
Monitor Brand PMax ROAS next week (2.54× this week, from 4.56× prior) Reason: Single-week drop could be statistical variance or a genuine signal. If below 3× again next week, investigate bid strategy, landing page quality, or audience saturation.