Executive Summary — Week ending 19 Apr 2026
- Revenue £5,326 (+3.8% WoW) on flat orders (155 = 155 prev) — efficiency gain only: paid spend fell 17.4% to £3,496, blended MER improved to 1.52× from 1.21×; growth came from one-off buyers (+14), not subscriber acquisition; recurring dropped 14 orders. GA4 now connected: overall CVR 2.54%, Email highest-converting channel at 9.84%.
- First-order AOV £36.48 — fourth consecutive weekly decline (was £41.21 prev, £42+ two weeks prior); Vetiver and Mandarin refills dominate acquisition orders (43 of 49 first orders include one); SKU mix is healthy, fewer bundle add-ons per order is the likely driver.
- JAVRTest2 ROAS 0.34×, week 3 of continuous decline (2.04→0.62→0.34×); consumed £614 this week at £122.78 CPA against a £36.48 first-order AOV — pause is the only data-supported action.
- Klaviyo email attributed £1,138 (21.4%) of Shopify revenue at zero media cost; no campaign sent this week; Sat+Sun drove 42.5% of weekly email revenue — recurring subscriber sequences converting over the weekend.
- Clarity: 72% of all sessions land on /products/starter-pack via Instagram; mobile scroll depth 38.5% means the majority of paid visitors exit before the add-to-cart prompt is visible — the structural root cause of the 10.2% ATC→checkout rate (vs 30–40% DTC benchmark).
Total Revenue
£5,326.38
↑ +3.8% WoW (£5,133 prev)
Orders
155
Flat WoW (155 prev)
AOV (all)
£34.36
↑ +£1.24 WoW (£33.12 prev)
First-Order AOV
£36.48
↓ −11.5% WoW (£41.21 prev)
Social 1st AOV
—
GA4 needed
Search 1st AOV
—
GA4 needed
CVR (overall)
2.54%
GA4: 66 txns / 2,599 sessions
First-Time Subscribers (Acquisition)
49 orders
£1,787.59 · AOV £36.48
Recurring Subscriptions
59 orders
£1,479.60 · AOV £25.08 · zero acquisition cost
One-Off / Non-Sub
47 orders
£2,059.19 · AOV £43.81
Daily Revenue vs Prior Week
| Date | Day | Orders | Revenue | Prior Week |
|---|
| 13 Apr | Mon | 21 | £676.11 | £0 ⚠ |
| 14 Apr | Tue | 28 | £1,051.90 | £813.05 |
| 15 Apr | Wed | 26 | £756.05 | £906.09 |
| 16 Apr | Thu | 19 | £668.92 | £809.78 |
| 17 Apr | Fri | 14 | £528.30 | £883.67 |
| 18 Apr | Sat | 22 | £902.45 | £867.69 |
| 19 Apr | Sun | 25 | £742.65 | £852.77 |
| Total | | 155 | £5,326.38 | £5,133.05 |
Mon Apr 6 prior week shows £0 — first day of Shopify connection, data partial. Fri 17 Apr notably weak (£528 vs £884 prior Fri); no attribution available without GA4.
Order Segments vs Prior Week
| Segment | Orders | Prior | Revenue | % Rev | AOV | AOV prev |
|---|
| New Subs (first_order) | 49 | 49 | £1,787.59 | 33.6% | £36.48 | £41.21 |
| Recurring Subs | 59 | 73 | £1,479.60 | 27.8% | £25.08 | £23.24 |
| One-off (no sub tag) | 47 | 33 | £2,059.19 | 38.7% | £43.81 | £42.96 |
| Comp / £0 orders | 3 | — | £0.00 | — | — | — |
| Total | 155 | 155 | £5,326.38 | 100% | £34.36 | £33.12 |
Mix shift this week: One-off orders surged 33→47 (+42%), taking 38.7% of revenue — highest share recorded. Recurring dropped 73→59 (−19%), the largest single-week contraction. 3 comp orders confirmed (2× customer service, 1× internal flow tag). Subscription-linked revenue (£3,267, 61.4%) is down from 72.4% prev week.
Top SKUs
| Top SKUs — First Orders | SKU | Orders |
|---|
| Vetiver Refill | SCHT-VET | 23 |
| Mandarin Refill | SCHT-MAN | 20 |
| Rose Quartz Rollr | ROLLR-RQ | 17 |
| Clary Sage Refill | SCHT-CLA | 14 |
| Steel Rollr | ROLLR-STL | 10 |
| Top SKUs — All Orders | SKU | Orders |
|---|
| Vetiver Refill | SCHT-VET | 88 |
| Mandarin Refill | SCHT-MAN | 80 |
| Clary Sage Refill | SCHT-CLA | 41 |
| Rose Quartz Rollr | ROLLR-RQ | 25 |
| Green Aventurine Rollr | ROLLR-GA | 20 |
SKU note: Vetiver (88 orders, 56.8% of all orders) and Mandarin (80 orders, 51.6%) dominate across all types — recurring subscribers overwhelmingly reorder these two scents. Rose Quartz hardware leads new-sub first orders, suggesting it is the primary social-ad creative. Discount code breakdown unavailable — Shopify MCP is not returning the discountCodes field. Prior baseline: ~35% of orders receive discounts. Fix: add discountCodes { code amount type } to the GraphQL query.
Total Sessions
2,599
GA4-tracked (see note)
Overall CVR
2.54%
66 txns / 2,599 sessions
GA4 Revenue
£2,777.72
52.2% of Shopify total
Email CVR
9.84%
Highest channel
New Users
79.9%
1,953 new · 490 returning sessions
Mobile CVR
2.31%
vs desktop 4.17%
Channel Breakdown — Sessions, Revenue, CVR & Efficiency
| Channel |
Sessions | % Sessions |
Txns | Revenue |
CVR | Items/Txn | Rev/Session |
| Organic Social (incl. unattr. paid Meta) |
1,427 | 54.9% |
24 | £1,087.10 |
1.68% | 2.46 | £0.76 |
| Paid Search |
464 | 17.9% |
19 | £770.85 |
4.09% | 2.37 | £1.66 |
| Direct |
237 | 9.1% |
9 | £327.35 |
3.80% | 2.11 | £1.38 |
| Organic Search |
222 | 8.5% |
6 | £307.52 |
2.70% | 2.67 | £1.39 |
| Email |
61 | 2.3% |
6 | £218.30 |
9.84% | 2.17 | £3.58 |
| Paid Social |
81 | 3.1% |
1 | £37.80 |
1.23% | 2.00 | £0.47 |
| Referral |
21 | 0.8% |
1 | £28.80 |
4.76% | 2.00 | £1.37 |
| Organic Shopping (PMax in GA4) |
32 | 1.2% |
0 | £0 |
— | — | £0 |
| Unassigned / Other |
54 | 2.1% |
0 | £0 |
— | — | £0 |
| Total |
2,599 | 100% |
66 | £2,777.72 |
2.54% | 2.40 | £1.07 |
New vs Returning & Device CVR
| User Type | Sessions | Txns | Revenue | CVR |
|---|
| New | 1,953 | 46 | £1,873.28 | 2.36% |
| Returning | 490 | 20 | £904.45 | 4.08% |
| Total | 2,443 | 66 | £2,777.72 | 2.70% |
| Device | Sessions | Txns | Revenue | CVR |
|---|
| Mobile | 2,079 | 48 | £2,166.31 | 2.31% |
| Desktop | 408 | 17 | £573.61 | 4.17% |
| Tablet | 118 | 1 | £37.80 | 0.85% |
Attribution gaps — read carefully. GA4 captured 66 of 155 Shopify transactions (42.6% capture rate) and £2,777.72 of £5,326.38 Shopify revenue (52.2%). The gap is caused by iOS privacy changes stripping UTM parameters from Meta links, Meta's in-app browser not firing the GA4 tag reliably, and cookie consent. "Organic Social" (1,427 sessions, 54.9%) contains a large proportion of unattributed paid Meta traffic — GA4 shows only 81 Paid Social sessions vs Meta's reported 1,008 landing page views. The true organic social session count is substantially smaller. "Organic Shopping" (32 sessions) is Google PMax traffic that GA4 classifies differently from Paid Search — combined with Paid Search (464), this accounts for 496 of the 689 Google Ads clicks; the remaining 193-click gap is partly explained by in-session tag failures and click fraud. Revenue per session: Email (£3.58) is 4.7× more efficient than Organic Social (£0.76) and 7.6× more efficient than Paid Social (£0.47). Organic Search buyers purchase the most items per transaction (2.67 items) vs Paid Social (2.00 items).
Total Spend
£361.19
↓ −12% WoW (£410 prev)
ROAS
2.71×
↑ +0.45× WoW (2.26× prev)
Conversions
21.42
Attributed value £978.59
Impressions
29,668
689 clicks · 2.32% CTR
Avg CPC
£0.52
vs Meta £1.03
Google % of Spend
10.3%
£361 of £3,496 total
| Campaign | Type | Status |
Spend | Prior |
Conv. | Value | ROAS |
| PMax | UK | Brand | PMax | ENABLED |
£140.14 | — |
13.42 | £638.84 | 4.56× |
| PMax | UK | Non Brand | PMax | ENABLED |
£142.01 | — |
2.00 | £114.00 | 0.80× |
| Enhencer — Rollr Brand SRC | Search | ENABLED |
£79.04 | — |
6.00 | £225.75 | 2.86× |
| PD | Gemstones | Non Brand | Search | ENABLED* |
£0.00 | — |
0 | £0.00 | — |
| Rollr (Smart) | 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) | | |
£361.19 | £410 |
21.42 | £978.59 | 2.71× |
Date note: Google Ads LAST_7_DAYS (pulled Wed 22 Apr) covers ~15–21 Apr — slight misalignment vs Mon–Sun window. Brand PMax ROAS improved to 4.56× (from 3.16× prev), carrying 62% of attributed value on 38.8% of spend. Non-Brand PMax 0.80× (historically ~0.71–0.99×). *PD | Gemstones | Non Brand spent £0 in the reporting window but remains ENABLED; a 23 Apr pull shows £6.59 appearing post-period — ongoing minimal waste confirmed. Recommend pause.
Total Paid Spend
£3,495.77
↓ −17.4% WoW (£4,231 prev)
Blended MER
1.52×
↑ from 1.21× prev week
Blended Attrib. ROAS
0.71×
Below 1× — 3rd consecutive week
Platform-Attributed Rev
£2,497.54
46.9% of Shopify total
Unattributed
£2,828.84
53.1% — organic/direct/email
Meta Spend
£3,134.58
↓ −18% WoW (£3,821 prev)
Pixel ROAS
0.48×
Flat WoW (0.48× prev)
Purchases (pixel)
33
↓ −10 WoW (43 prev)
Attributed Revenue
£1,518.95
↓ −17.6% WoW
Reach / Frequency
122,642
1.52× freq · 186,249 impr
Clicks / CPC
3,034
1.63% CTR · £1.03 CPC
Campaigns — Mon 13 Apr to Sun 19 Apr
| Campaign |
Spend | Prior |
Purch. | Prior |
ROAS | Prior |
CPA |
LPV | ATC | IC |
| UK | ASC |
£2,234.36 | £2,948 |
24 | 32 |
0.52× | 0.60× |
£93.10 |
715 | 303 | 28 |
| UK | ASC | Retargeting |
£233.76 | £254 |
4 | 7 |
0.63× | 1.07× |
£58.44 |
49 | 35 | 6 |
| UK | ASC | Testing | JAVRTest2 |
£613.90 | £489 |
5 | 9 |
0.34× | 0.62× |
£122.78 |
228 | 65 | 7 |
| UK | ASC | Testing | FounderUpdatedTest2 |
£17.82 | — |
0 | — |
0.00× | — |
— |
8 | 0 | 0 |
| UK | ASC | Testing | NewThemes27/03/26 |
£17.68 | — |
0 | — |
0.00× | — |
— |
3 | 0 | 0 |
| UK | ASC | Testing | StillImages_230326 |
£17.06 | — |
0 | — |
0.00× | — |
— |
5 | 0 | 0 |
| Total |
£3,134.58 | £3,821 |
33 | 43 |
0.48× | 0.48× |
£94.99 |
1,008 | 403 | 41 |
Landing Page Views
1,008
Meta LPVs
→
Add to Cart
403
40.0% of LPV
→
Initiate Checkout
41
10.2% of ATC ⚠
→
Purchase
33
80.5% of checkout
LPV → Purchase CVR
3.27%
Meta paid only
ATC → Checkout
10.2%
vs 30–40% benchmark
Checkout → Purchase
80.5%
33 of 41 checkouts
Carts Abandoned
362
before checkout
Creative Performance — Top & Bottom Ads (≥£15 spend)
| Ad | Campaign |
Spend | Purch. | Value | ROAS | LPVs |
| Flexible | UK | ASC |
£1,900.08 | 18 | £860.25 | 0.45× | 618 |
| V2.B JAVR — Worth The Price (UGC) | JAVRTest2 |
£519.44 | 4 | £168.00 | 0.32× | 211 |
| Enhencer High Perf #2 | Retargeting |
£107.76 | 1 | £37.80 | 0.35× | 23 |
| Test — Sunday Times Ad | UK | ASC |
£94.93 | 2 | £162.00 | 1.71× | 38 |
| V2.B JAVR — Worth The Price (UGC) | UK | ASC |
£79.24 | 2 | £60.80 | 0.77× | 21 |
| CarouselAd | UK | ASC |
£71.47 | 1 | £42.00 | 0.59× | 19 |
| Enhencer High Perf #3 | Retargeting |
£62.49 | 2 | £79.80 | 1.28× | 15 |
| V2.C JAVR — Most Beautiful (UGC) | JAVRTest2 |
£59.25 | 1 | £37.80 | 0.64× | 15 |
| Enhencer High Perf #2 ⚠ | UK | ASC |
£56.04 | 0 | £0 | — | 9 |
| JAVR3.1 ⚠ | JAVRTest2 |
£35.21 | 0 | £0 | — | 2 |
| Enhencer High Perf #3 ⚠ | Retargeting |
£28.53 | 0 | £0 | — | 5 |
| Enhencer High Perf #1 | UK | ASC |
£20.56 | 1 | £40.50 | 1.97× | 8 |
| V2.A Katie — I Love Rollr (Review) ⚠ | NewThemes |
£17.68 | 0 | £0 | — | 3 |
| FounderUpdated2 ⚠ | FounderUpdated |
£17.64 | 0 | £0 | — | 8 |
| This Isn't Deodorant ⚠ | StillImages |
£15.79 | 0 | £0 | — | 5 |
| Updated UGC6 (best ROAS) | Retargeting |
£6.65 | 1 | £30.00 | 4.51× | 2 |
Creative summary: 13 of 23 ads (57%) generated zero purchases this week. "Flexible" consumed 61% of all Meta spend (£1,900) at 0.45× — it is the single largest drag on account ROAS. Best performers: Updated UGC6 (4.51×, low scale), Enhencer High Perf #1 (1.97×), Test — Sunday Times Ad (1.71×, worth scaling). Worst wasters at meaningful spend: Enhencer High Perf #2 (£56 / 0 purchases), JAVR3.1 (£35 / 0), Enhencer High Perf #3 Retargeting (£29 / 0).
ATC→Checkout context: 10.2% vs 30–40% DTC benchmark — 362 carts abandoned pre-checkout. At first-order AOV £36.48, this represents ~£13,205 in potential weekly revenue lost before the checkout step. LPV→ATC (40%) is strong; the entire drop occurs between ATC and IC. Clarity scroll data identifies the structural cause (see §7).
Blended ROAS: Meta pixel ROAS 0.48× is attribution-only. Total paid spend £3,495.77 vs Meta-attributed £1,518.95 + Google-attributed £978.59 = £2,497.54 total attributed → 0.71× blended attributed ROAS (3rd consecutive week below 1×). Shopify actual £5,326.38 ÷ £3,495.77 = 1.52× blended MER. The gap (0.71× vs 1.52×) is organic, email, and direct revenue not captured by ad attribution.
Email-Attr. Revenue
£1,137.87
21.4% of Shopify total
Campaigns Sent
0
Earth Day sent Tue 21 Apr (post-period)
Live Marketing Flows
7
+ 14 Appstle operational
Peak Email Day
Sun 19 Apr
£260.30 · 35% of day's Shopify rev
Email Revenue — Daily Breakdown
| Date | Day | Email Revenue | % of Day's Shopify Rev |
|---|
| 13 Apr | Mon | £123.02 | 18.2% |
| 14 Apr | Tue | £248.25 | 23.6% |
| 15 Apr | Wed | £68.00 | 9.0% |
| 16 Apr | Thu | £114.50 | 17.1% |
| 17 Apr | Fri | £100.50 | 19.0% |
| 18 Apr | Sat | £223.30 | 24.7% |
| 19 Apr | Sun | £260.30 | 35.0% |
| Total | | £1,137.87 | 21.4% |
Live Marketing Flows
| # | Flow Name | Flow ID | Trigger | Recipients | Opens | Open Rate | Clicks | Click Rate | Revenue |
|---|
| 1 | Checkout Abandon Flow | V6uxSC | Metric | 37 | 29 | 78.4% | 3 | 8.1% | — |
| 2 | Review Request Flow | XNVWhc | Metric | 2 | 1 | 50.0% | 0 | 0% | — |
| 3 | Welcome Flow | XVJ2sh | Added to List | 1,390 | 1,253 | 90.1% | 24 | 1.7% | — |
| 4 | Post Purchase Flow | XpDc5Q | Metric | 1,430 | 907 | 63.4% | 26 | 1.8% | — |
| 5 | OTP Reminder v3 | TPaUc2 | Metric | 44 | 31 | 70.5% | 10 | 22.7% | — |
| 6 | Add to Cart Abandon Flow | WBgPCH | Metric | 88 | 56 | 63.6% | 4 | 4.5% | — |
| 7 | Browse Abandon Flow | RLrGSN | Metric | 182 | 129 | 70.9% | 5 | 2.7% | — |
Campaign Spotlight — Mother's Day Series ⚠ Outside report period — data shown for reference
Three campaigns were sent 28 Feb – 9 Mar 2026. Metrics below cover each campaign's full open/click/revenue attribution window (Klaviyo 5-day attribution). Not included in the 13–19 Apr revenue figures above.
| Campaign | Sent | Recipients | Opens | Open Rate | Clicks | Click Rate | CTOR | Revenue | Rev / Recipient |
|---|
| Mother's Day + Juniper |
28 Feb |
9,368 |
5,999 |
64.0% |
153 |
1.63% |
2.55% |
£1,059.66 |
£0.113 |
| PD - Mother's Day 07/03/26 |
7 Mar |
9,724 |
6,112 |
62.9% |
167 |
1.72% |
2.73% |
£912.02 |
£0.094 |
| PD Mother's Day 09/03/2026 |
9 Mar |
9,536 |
5,713 |
59.9% |
69 |
0.72% |
1.21% |
£660.50 |
£0.069 |
| Series total |
|
28,628 |
17,824 |
62.3% avg |
389 |
1.36% avg |
2.18% avg |
£2,632.18 |
£0.092 avg |
Frequency effect clearly visible. Three sends in 9 days to the same ~9.5k list. Open rate fell 64.0% → 62.9% → 59.9% with each subsequent send. Click rate collapsed on the 3rd send (0.72% vs 1.63–1.72% on sends 1–2) and revenue per recipient dropped 39% (£0.113 → £0.069). The 3rd send, only 2 days after the 2nd, showed meaningful list fatigue. Total series revenue of £2,632 is strong, but the 3rd send earned just £660 — roughly half the return of the first send at similar list size. Benchmark for future seasonal series: two sends are likely sufficient; the 3rd send erodes engagement and may damage deliverability.
Flow data backfilled 28 Apr via klaviyo_metrics_query_by_campaign. Opens and clicks are sourced from Opened Email (We7Vjh) and Clicked Email (UrG3NN) metrics grouped by flow message name; recipients from Received Email (Rpe555). Open rates are inflated by Apple Mail Privacy Protection — treat as directional. Flow-to-message mapping is inferred from naming patterns ("Day X" series → Welcome Flow; "WF 01–08" series → Post Purchase Flow; "Abandoned Cart" → Add to Cart Abandon; "Browse Abandon" → Browse Abandon; "Checkout Abandon" → Checkout Abandon; "Upcoming Order" → OTP Reminder). Revenue per flow remains unavailable — Klaviyo attributes revenue to message/action IDs which don't match flow IDs without a further lookup. Total email-channel revenue (£1,137.87 confirmed) is 100% accounted for across flow message attributions. OTP Reminder's 22.7% click rate is the standout — subscribers actively clicking the upcoming-order notification to manage their subscription, not just passively receiving it. 14 Appstle operational flows are excluded.
Total Sessions
4,971
Week of Apr 13–19
Total Users
4,482
Excl. bots
Mobile Sessions
4,065
81.8% of total
Desktop Sessions
627
12.6% of total
Mobile Scroll Depth
38.5%
ATC prompt not reached
Desktop Scroll Depth
42.2%
Better but still low
Mobile Bounce Rate
79.2%
Single-page sessions
Mobile Engagement
54.8s
vs desktop 88.1s
Device Breakdown
| Device | Users | Sessions | Avg Engagement | Scroll Depth | Bounce Rate |
|---|
| Mobile | 3,679 | 4,065 | 54.8s | 38.5% | 79.2% |
| Desktop (PC) | 554 | 627 | 88.1s | 42.2% | 72.3% |
| Tablet | 245 | 275 | 55.2s | 45.6% | 81.5% |
Top Landing Pages by Traffic Source
| Page | Source | Sessions |
|---|
| /products/starter-pack | Instagram (ig) | 1,840 |
| /products/starter-pack | Direct / rollr.co.uk | 904 |
| /products/starter-pack | Facebook (fb) | 535 |
| / (Homepage) | Google | 464 |
| /products/starter-pack | Google | 298 |
| / (Homepage) | Direct | 277 |
| /products/get-rolling | Google | 152 |
| /pages/questions (FAQ) | Direct / rollr.co.uk | 148 |
| / (Homepage) | Instagram (ig) | 109 |
| /pages/retailers | Direct / rollr.co.uk | 106 |
/products/starter-pack accounts for 3,577 sessions (72% of total) — Instagram and Facebook combined send 2,375 of these, almost entirely on mobile. At 38.5% mobile scroll depth, the majority of these visitors exit before the add-to-cart prompt is visible. This is the structural root cause of the 10.2% ATC→IC rate. Desktop users engage 61% longer (88.1s vs 54.8s) and bounce 7 points less, consistent with higher-intent Google/direct traffic. First week of Clarity data — no WoW comparison available for these figures.
-
Meta + Clarity — The Scroll-Funnel Connection
Clarity has now identified the mechanism behind Meta's persistently low ATC→IC rate. 38.5% mobile scroll depth on /products/starter-pack means the majority of Instagram-sourced visitors leave before the add-to-cart button is visible. The bottleneck is not the checkout flow (80.5% checkout-to-purchase is healthy) — it is the product page itself. Moving the ATC prompt above the mobile fold is the single highest-ROI CRO intervention available: 362 carts abandoned pre-checkout × £36.48 AOV = ~£13,200 in structurally recoverable weekly revenue at current traffic volumes, with no increase in ad spend required.
-
Shopify — Mix Shift Masking Subscriber Softness
Revenue grew 3.8% but this is a composition shift, not growth. One-off orders surged 33→47 (+42%) while recurring subscriptions fell 73→59 (−14, −19%), the largest single-week recurring contraction recorded. One-off orders have no LTV runway. The net revenue was positive because one-off AOV (£43.81) exceeds recurring (£25.08), but those 14 lapsed recurring orders would have returned automatically next month at zero acquisition cost. If the recurring contraction is churn rather than pause, revenue impact will materialise in 4–6 weeks. Klaviyo Appstle flow data (Transaction Failed, Subscription Paused, Subscription Cancelled) would confirm the cause — not yet surfaced.
-
Meta — JAVRTest2 and the Testing Budget Problem
JAVRTest2 has consumed £1,716 across three weeks on a declining curve (2.04→0.62→0.34×). This is a textbook creative fatigue pattern — warm audience converts early, then decays. More notable: the three small Testing variants (FounderUpdated, NewThemes, StillImages) spent a combined £52.56 this week with zero attributed purchases and a combined 16 LPVs. At these spend levels no variant will reach statistical significance in fewer than several months. The testing budget is structurally fragmented across too many underfunded experiments. Consolidating to one test at a time with adequate budget per variant would generate learnable signals faster.
-
Klaviyo — Email as Structural Revenue Floor
Email attributed £1,137.87 (21.4% of Shopify total) at zero paid media cost. With no campaign sent this week, this revenue comes entirely from automated flows. Sunday drove £260.30 — 35% of that day's Shopify revenue — the highest daily ratio of the week, consistent with recurring subscriber upcoming-order and checkout abandon sequences converting over the weekend. This channel is performing as a reliable floor but is operating as a black box until per-flow metrics are available. The OTP Reminder, Checkout Abandon, and Post Purchase flows are the highest-probability revenue drivers; isolating their individual contribution would identify where A/B testing effort should go first.
-
SKU — Refill Dominance as Acquisition Signal
Vetiver and Mandarin refills appear in 88 and 80 orders respectively — 56.8% and 51.6% of all 155 orders. In first orders, they lead at 23 and 20 of 49 orders, alongside Rose Quartz hardware at 17. This suggests the primary acquisition creative is a Vetiver or Mandarin refill paired with a Rose Quartz Rollr, which aligns with starter-pack positioning. The declining first-order AOV (£36.48 vs £41.21 prev) is worth investigating at the SKU level: if Rose Quartz hardware frequency in first orders is falling while refill-only first orders are rising, subscribers are being acquired on lower-AOV single-SKU orders with less upsell potential.
-
🔴
JAVRTest2 ROAS — 0.34× (threshold: pause at <0.5×)
Week 3 of consecutive decline (2.04→0.62→0.34×); £613.90 spend at £122.78 CPA vs £36.48 first-order AOV. No recovery signal.
-
🔴
Blended Attributed ROAS — 0.71× (3rd consecutive week below 1.00×)
Total paid spend £3,495.77 vs platform-attributed £2,497.54 combined (Google + Meta). Platforms are reporting less revenue than they cost for a third straight week.
-
⚠
First-Order AOV — £36.48 (4th consecutive weekly decline, −11.5% WoW)
Trend: £42+ → £42+ → £41.21 → £36.48 over four weeks. Not flagged as December seasonal effect. Flag if below £35 next week.
-
⚠
Recurring Subscription Orders — 59 (−14 WoW, −19.2%)
Largest single-week recurring contraction recorded. Cause unknown — could be churn, payment failures, or pauses. Klaviyo Appstle flow data needed to confirm.
-
⚠
Meta ATC→Checkout Rate — 10.2% (threshold: <15%; DTC benchmark 30–40%)
Persistent across multiple weeks. Clarity scroll data (38.5% mobile depth on starter-pack PDP) now confirms structural cause: visitors not reaching the ATC prompt. 362 carts abandoned pre-checkout.
-
ℹ
PD | Gemstones | Non Brand — ENABLED, £0 in-period spend, confirmed post-period bleed
Zero conversions across all reported weeks; 23 Apr fresh pull shows £6.59 spending after period close. Ongoing waste confirmed.
-
→
Pause JAVRTest2 immediately
ROAS 0.34× in week 3 of decline; £122.78 CPA vs £36.48 first-order AOV; trajectory has no recovery signal. Reallocate £614/week to ASC main or retargeting.
-
→
Move the Add-to-Cart CTA above the mobile fold on /products/starter-pack
Clarity: 38.5% mobile scroll depth + 79.2% bounce rate on the primary landing page. 82% of sessions are mobile via Instagram. Fixing CTA position removes the structural cause of the 10.2% ATC→IC rate — the highest-leverage CRO action available.
-
→
Consolidate or pause the three small Testing variants (FounderUpdated, NewThemes, StillImages)
£52.56 combined spend, 0 attributed purchases, 16 combined LPVs this week. Statistically ungenerative at this budget level. Pause all three or consolidate budget into one test variant with a minimum viable budget.
-
→
Pause PD | Gemstones | Non Brand in Google Ads
Zero conversions in all recorded weeks; confirmed post-period budget bleed (£6.59 on 22 Apr). Removing it costs nothing in revenue.
-
→
Fix Shopify MCP query to include discountCodes { code amount type }
Discount breakdown unavailable for two consecutive weeks. Prior baseline: ~35% of orders receive discounts — cost-per-acquisition impact unquantified until this is fixed.