Sew Heart Felt

20 of 30 days reported (67% of month). Click forecast values to adjust.

Shopify

Meta

Google

Metric	Forecast	MTD Actual	Paced Target	vs Pace
Revenue	£
Ad Spend	£

View Full Forecast Dashboard →

Weekly Revenue Drivers

What drove this week's performance. Connections between email, paid channels, and organic demand.

highFLOWSFlows Spiked: £2,024.71 from 6 flows

TH | Welcome Flow

£1,268.64

913 recipients | £1.39/recip

TH | Welcome Flow

£335.20

95 recipients | £3.53/recip

TH | Browse Abandonment

£213.08

405 recipients | £0.53/recip

Flow	Recipients	Revenue	Rev/Recip	Conv	vs Last Week
TH \| Welcome Flow - Evergreen	913	£1,268.64	£1.39	34	+147.7%
TH \| Welcome Flow - Evergreen - Unveild	95	£335.20	£3.53	3	+256.7%
TH \| Browse Abandonment - Evergreen - Unveild	405	£213.08	£0.53	5	NEW
TH \| Abandoned Checkout - Evergreen	135	£91.94	£0.68	4	+196.8%
TH \| Okendo Review Request - November, 2025	1,143	£60.88	£0.05	2	+153.9%

6 flows spiked significantly. TH | Welcome Flow - Evergreen: £1,268.64 (+147.7% WoW). TH | Welcome Flow - Evergreen - Unveild: £335.20 (+256.7% WoW). TH | Browse Abandonment - Evergreen - Unveild: £213.08 (vs £0 last week).

mediumEMAILEmail Campaigns Drove £1,330.20 Revenue

Campaigns Sent

prev: 3

Total Recipients

71,815

prev: 84,416

Campaign Revenue

£1,330.20

prev: £3,380.86

-60.7%

Conversions

Campaign	Sent	Recipients	Revenue	Conv	Open Rate	Click Rate
20/09 - Halloween Witch Mouse 2026 - Email 1	Sun 20 Sept	34,099	£672.41	18	62.0%	0.8%
20/09 - Welcome Catch-Up — Missed & Not Ordered 10 Jul–10 Sep 2026 - Email 1	Sun 20 Sept	2,411	£296.01	8	36.3%	2.7%
18/09 - Autumn Baby Animals 2026	Fri 18 Sept	31,716	£189.85	8	68.7%	1.5%
18/09 - Fall Baby Animals 2026 - USA	Fri 18 Sept	3,589	£171.93	3	76.1%	2.5%

4 campaigns sent (vs 3 last week). Campaign revenue down 61% to £1,330.20.

mediumBRANDED SEARCHBranded Search Down 2%

Branded Clicks

487

Branded Revenue

£1,223

Branded ROAS

4.75x

Branded campaigns: 487 clicks (-1.6% WoW) at 4.75x ROAS. Revenue: £1,223.

mediumPAID CHANNELSPaid Channel Efficiency Declined

Meta ROAS

2.22x

prev: 2.58x

-13.8%

Google ROAS

2.83x

prev: 4.06x

-30.4%

Total Spend

£5,049

prev: £4,291

Google ROAS declined from 4.06x to 2.83x (-30.4%).

mediumCROSS-CHANNELEmail Driving 20% of Total Revenue

Email Revenue

£3,819.67

% of Store Revenue

20.3%

Total email revenue (campaigns + flows): £3,819.67, accounting for 20% of store revenue.

Channel Attribution

TW Linear

Revenue attributed by channel using Triple Whale's Linear model. Each touchpoint in the customer journey gets equal credit.

Revenue attribution split

Google Ads 29%

Meta Ads 28%

Klaviyo 14%

Organic/Social 14%

Excluded 11%

Google Ads: £4,538

Meta Ads: £4,400

Klaviyo: £2,248

Organic/Social: £2,170

Excluded: £1,711

Direct: £411

Non-attributed: £78

TikTok Ads: £40

Notify Me_SMS: £8

Channel	Revenue (Linear)	% Share	Orders	Spend	ROAS (TW Linear)	vs Prev
Google Ads	£4,538	29.1%	223	£1,659	2.73x	-13.6%
Meta Ads	£4,400	28.2%	237	£3,389	1.30x	-6.1%
Klaviyo	£2,248	14.4%	140	-	-	-17.9%
Organic/Social	£2,170	13.9%	128	-	-	-28.6%
Excluded	£1,711	11.0%	52	-	-	+5.6%
Direct	£411	2.6%	11	-	-	+24.1%
Non-attributed	£78	0.5%	2	-	-	+362.2%
TikTok Ads	£40	0.3%	1	-	-	-
Notify Me_SMS	£8	0.1%	1	-	-	-
Total	£15,604	100%	486	£5,049	3.09x

Trend Watch

Revenue

£18,828

Avg: £20,459

▼ DOWN

Orders

495

Avg: 543.25

▼ DOWN3w streak

AOV

£38.04

Avg: £38.09

▶ FLAT

Total Spend

£5,049

Avg: £4,981

▶ FLAT

Blended ROAS

3.09x

Avg: 3.63x

▼ DOWN

Meta Spend

£3,389

Avg: £3,560

▶ FLAT

Meta ROAS

2.22x

Avg: 2.57x

▼ DOWN

Meta CPC

£0.26

Avg: £0.28

▼ DOWN2w streak

YoY Comparison

Current week vs same week last year (15 Sept 2025 - 21 Sept 2025).

Shopify

Meta

Google

Metric	This Week	Last Year	Change
Revenue	£18,828	£16,080	+17.1%
Orders	495	437	+13.3%
AOV	£38.04	£36.80	+3.4%
Total Spend	£5,049	£4,068	+24.1%
Blended ROAS	3.09x	3.95x	-21.8%
Meta Spend	£3,389	£3,170	+6.9%
Meta ROAS	2.22x	2.23x	-0.2%
Google Spend	£1,659	£898	+84.7%
Google ROAS	2.83x	4.54x	-37.7%

Key Findings

Automated analysis of this week's performance. Items flagged for attention based on WoW changes and performance thresholds.

Category Halloween category up +155.2% (£920 vs £361).

Meta Ad Wedding Mice - Moby 2 – V3 Copy - Keepsake / heirloom angle delivering 3.17x ROAS on £305 spend (27 purchases).

Email 20/09 - Halloween Witch Mouse 2026 - Email 1 generated £672.41 revenue from 34,099 recipients (0.8% CTR).

Email 20/09 - Welcome Catch-Up — Missed & Not Ordered 10 Jul–10 Sep 2026 - Email 1 generated £296.01 revenue from 2,411 recipients (2.7% CTR).

New Seller Halloween Witch Mouse and Black Cat Bundle generated £623 this week with no sales last week.

New Seller Christmas Star Spotty Dog Tree Topper generated £250 this week with no sales last week.

Revenue Store revenue down -15.9% WoW (£18,828 vs £22,382).

AOV Average order value decreased -11.0% to £38.04.

Product Decline Flying Green Budgie Trio revenue down -92.8% (£40 vs £553). Worth investigating.

Product Decline NEW Bob Best Friend Dog Bag Tag revenue down -71.3% (£89 vs £310). Worth investigating.

Product Decline The Complete Nativity Set revenue down -55.4% (£376 vs £843). Worth investigating.

Category Bag Tags category down -38.5% (£1,480 vs £2,407).

Category personalised category down -29.4% (£336 vs £476).

Meta Campaign UK Evergreen Campaign ROAS down from 2.48x to 1.94x. Spend: £2,428.

Google Ad Group Exact Match UK ROAS dropped from 8.96x to 4.33x.

Conversion Rates

Meta

Google

Meta: 1.98% (-0.24pp)

Google: 4.03% (-1.74pp)

Blended: 2.46% (-0.59pp)

Product Mix Shifts

Shopify

Product Type	Current Share	Avg Share	Shift
Other	69.0%	83.4%	-14.4pp
Christmas	9.1%	5.9%	+3.2pp
Halloween	5.4%	1.0%	+4.3pp

New vs Returning

Shopify

New 74%

Returning 26%

Segment	Customers	Cust Δ
New	365	+11.3%
Returning	130	-33.7%
Total	495	-5.5%

Sales by Product Type

Shopify

Product Type	Revenue	Rev Δ	Units	Units Δ

Sales by Product

Shopify

7-day product performance vs previous period. Toggle between revenue and units ordered. Showing top 10 of 231.

Product	Revenue	Rev Δ	Units	Units Δ

Meta Campaigns

Meta

TW Linear

Campaign	Spend	TW Orders	TW Revenue	TW ROAS	CPC	CTR	Spend Δ
UK Evergreen Campaign	£2,428	162	£2,984 -7.0%	1.23x (-0.21)	£0.27	1.86%	+8.8%
UK Testing Campaign	£962	65	£1,139 +32.9%	1.18x (-0.10)	£0.24	1.75%	+44.1%
Total	£3,389	227	£4,123	1.22x	£0.26	1.83%	+16.9%

Meta Ads

Meta

Top 20 of 35 active ads by spend. Grouped by campaign.

Ad	Spend	Revenue	ROAS	Purch	CPC	CTR
UK Evergreen Campaign
Tiny Friends For Big Moments - Knitting Nell - Catalogue	£1,275	£2,387	1.87x (-0.77)	86	£0.26	1.73%
Catalogue - All Tiny Animals	£633	£1,303	2.06x (-0.25)	45	£0.29	1.67%
Sheply Sheep Catalogue Unboxing Video – Copy	£293	£686	2.34x (-0.50)	25	£0.23	3.20%
Bestsellers 2025 V1 Flexible	£74	£187	2.52x (+0.94)	6	£0.25	2.79%
Gift Box Reel V2 - Copy	£36	£48	1.34x	2	£0.40	1.69%
Autumn Bestsellers Carousel	£33	£0	0.00x (+0.00)	0	£0.40	1.20%
Heart & Flowers Catalogue Unboxing Video	£20	£0	0.00x (-1.43)	0	£0.26	3.74%
Happy Heart Balloon - Over 100 To Choose From – Copy 2	£14	£0	0.00x (-5.17)	0	£0.34	2.38%
Tea Party - Cold Gifting - Catalogue	£12	£24	2.04x (+2.04)	1	£0.51	1.72%
Sheply - Over 100 To Choose From	£10	£22	2.16x (+2.16)	1	£0.32	2.00%
Heart & Flowers - Over 100 To Choose From – Copy	£8	£0	0.00x (-6.09)	0	£0.30	2.35%
Happy Heart Balloon Mouse - Moby 1 – V2 Catalogue - Thoughtful Gift Angle	£5	£0	0.00x (+0.00)	0	£0.30	1.80%
UK Testing Campaign
Wedding Mice - Moby 2 – V3 Copy - Keepsake / heirloom angle	£305	£965	3.17x (+0.57)	27	£0.38	1.13%
Gift Box Reel	£274	£707	2.58x (+0.53)	27	£0.48	1.22%
Baby Hedgehog - A Little Lift - Autumn Watercolour	£270	£787	2.91x	27	£0.13	2.56%
Gift Box Reel V2	£47	£181	3.83x (+0.87)	6	£0.45	1.17%
Gift Box Carousel	£20	£44	2.21x (-4.01)	1	£0.54	0.79%
Baby Badger & Bear - Better Together - Autumn Watercolour	£18	£0	0.00x	0	£0.13	2.80%
Knitting Nell - Knit & Natter - Autumn Watercolour	£12	£133	11.53x	2	£0.10	4.32%
Three Knitting Sheep - A Close-Knit Bunch - Autumn Watercolour	£7	£0	0.00x	0	£0.15	2.76%

Google Campaigns

Google

TW Linear

Campaign	Spend	TW Orders	TW Revenue	TW ROAS	CPC	CTR	Spend Δ	IS%	Budget Lost	Rank Lost
CS \| Shopping \| High \| All Products \| UK	£798	71	£1,713 -22.4%	2.15x (-0.79)	£0.65	0.80%	+6.3%	55.6%	0.0%	44.4%
CS \| Performance Max \| All Products \| UK	£557	54	£1,251 +51.5%	2.25x (+0.06)	£0.25	2.37%	+47.5%	34.5%	0.0%	65.5%
CS \| Search \| Brand \| UK	£258	83	£1,374 -24.2%	5.33x (-2.92)	£0.53	27.51%	+17.2%	77.9%	0.0%	22.1%
CS \| Shopping \| Low \| All Products \| UK	£47	13	£147 -41.9%	3.10x (-2.61)	£0.54	0.58%	+6.9%	58.0%	0.0%	42.0%
Total	£1,659	221	£4,485	2.70x	£0.41	1.53%	+19.2%

Google Ads: First Click vs Linear

Compare attribution models to understand which campaigns initiate vs assist conversions. First Click credits the campaign that started the journey; Linear distributes credit equally across all touchpoints.

Non-Branded Campaigns

Campaign	Spend	First Click				Linear
		Conv	AOV	Revenue	ROAS	Conv	AOV	Revenue	ROAS
CS \| Shopping \| High \| All Products \| UK	£798	52	£32	£1,681	2.11x	71	£24	£1,713	2.15x
CS \| Performance Max \| All Products \| UK	£557	48	£38	£1,823	3.27x	54	£23	£1,251	2.25x
CS \| Shopping \| Low \| All Products \| UK	£47	3	£35	£105	2.22x	13	£11	£147	3.10x
Total	£1,402	103	£35	£3,609	2.57x	138	£23	£3,111	2.22x

Branded Campaigns (Brand Search + Low Shopping)

Campaign	Spend	First Click				Linear
		Conv	AOV	Revenue	ROAS	Conv	AOV	Revenue	ROAS
CS \| Search \| Brand \| UK	£258	35	£31	£1,097	4.26x	83	£17	£1,374	5.33x
Total	£258	35	£31	£1,097	4.26x	83	£17	£1,374	5.33x

Google Shopping Products

Google

Top 5 of 5 shopping products by spend.

Product	Spend	Revenue	ROAS	Conv	Clicks	Spend Δ	Rev Δ	ROAS Δ
Hearts and Flowers Felt Sheep \| Felt Animals \| Sew Heart Felt	£59	£167	2.81x	5	92	+80.7%	-1.6%	-45.5%
Bride and Groom Wedding Mice	£45	£332	7.31x	7	85	+1741.5%	+130.4%	-87.5%
Hiking Mouse	£40	£114	2.83x	4	59	+126.8%	+469.7%	+151.2%
Felt Sheply Sheep with Heart Balloon \| Felt Animals \| Sew Heart Felt	£39	£103	2.64x	4	40	+306.3%	+203.0%	-25.4%
Happy of Heart Balloon Felt Mouse \| Felt Animals \| Sew Heart Felt	£34	£133	3.97x	4	42	+54.7%	+3.1%	-33.4%
Total (5 products)	£218	£849	3.90x	25	318	-77.9%	-72.8%	+22.8%

Klaviyo Campaigns

Klaviyo

Campaign	Recipients	Open Rate	Click Rate	CTOR	Revenue	Conv	Unsubs
18/09 - Autumn Baby Animals 2026	31,716	68.7%	1.5%	2.3%	£189.85	8	75
18/09 - Fall Baby Animals 2026 - USA	3,589	76.1%	2.5%	3.2%	£171.93	3	8
20/09 - Welcome Catch-Up — Missed & Not Ordered 10 Jul–10 Sep 2026 - Email 1	2,411	36.3%	2.7%	7.5%	£296.01	8	21
20/09 - Halloween Witch Mouse 2026 - Email 1	34,099	62.0%	0.8%	1.3%	£672.41	18	113
Total	71,815				£1,330.20	37	217

Klaviyo Flows

Klaviyo

Automated flow performance for the reporting period, compared to the rolling 30-day weekly average (2026-08-22 to 2026-09-20).

Flow	Recipients	Open Rate	Click Rate	Revenue	Rev/Recipient	Rev vs 30d Avg	RPR vs 30d Avg
TH \| Welcome Flow - Evergreen	913	38.8%	4.7%	£1,268.64	£1.39	+178.2%	-10.0%
TH \| Welcome Flow - Evergreen - Unveild	95	59.5%	8.4%	£335.20	£3.53	+214.7%	-1.8%
TH \| Browse Abandonment - Evergreen - Unveild	405	55.8%	3.5%	£213.08	£0.53	+328.6%	+77.5%
TH \| Abandoned Checkout - Evergreen - Unveild	253	47.8%	4.7%	£124.95	£0.49	-1.8%	-50.7%
TH \| Post Purchase (New vs. Returning) - July 2025 [Evergreen]	910	56.8%	3.3%	£122.31	£0.13	+114.0%	+19.7%
TH \| Abandoned Checkout - Evergreen	135	34.8%	5.2%	£91.94	£0.68	-17.3%	-37.5%
TH \| Okendo Review Request - November, 2025	1,143	50.2%	4.9%	£60.88	£0.05	+74.2%	-10.9%
TH \| Abandoned Cart - Evergreen - Unveild	89	58.0%	6.9%	£58.97	£0.66	-32.7%	-61.4%
TH \| Out For Delivery [Transactional]	443	60.5%	5.6%	£54.97	£0.12	+23.4%	+21.4%
TH \| Low Stock Alert - July 2025	128	65.6%	1.6%	£33.67	£0.26	-27.5%	-37.9%
TH \| Order Delivered [Transactional]	573	56.0%	0.9%	£28.94	£0.05	-24.8%	-26.8%
TH \| Browse Abandonment - Evergreen	131	54.6%	4.6%	£23.98	£0.18	+328.6%	+51.1%
TH \| Customer Winback - Feb 2025	648	45.9%	0.9%	£23.98	£0.04	-7.3%	-48.7%
TH \| Fulfilled Order [transactional]	503	68.6%	11.5%	£23.98	£0.05	-57.0%	-54.1%
TH \| Site Abandonment Email - Evergreen	383	57.6%	3.4%	£23.98	£0.06	+328.6%	+307.3%
TH \| Nurture Flow - July 2025	636	43.4%	0.5%	£0.00	£0.00	-	+0.0%
TH \| Site Abandonment Email - Evergreen - Unveild	63	52.4%	0.0%	£0.00	£0.00	-100.0%	-100.0%
2. TH \| Giftnote 🎁 - Gift Order Delivered (Customer), November 2025	12	83.3%	0.0%	£0.00	£0.00	-	+0.0%
Wholesale B2B - Welcome Flow - Evergreen	10	60.0%	20.0%	£0.00	£0.00	-	+0.0%
TH \| Okendo Review Created - November, 2025	45	61.3%	8.9%	£0.00	£0.00	-100.0%	-100.0%
3. TH \| Giftnote 🎁 - Received Gift Order (Recipient), November 2025	25	64.0%	0.0%	£0.00	£0.00	-	+0.0%
TH \| Back In Stock Flow - July 2025	15	60.0%	0.0%	£0.00	£0.00	-100.0%	-100.0%
TH \| Abandoned Cart - Evergreen	4	50.0%	25.0%	£0.00	£0.00	-100.0%	-100.0%
TH \| Birthday Series - Feb 2025	24	62.5%	8.3%	£0.00	£0.00	-	+0.0%
TH \| Fulfilled Partial Order [transactional]	6	33.3%	0.0%	£0.00	£0.00	-	+0.0%
1. TH \| Giftnote 🎁 - Placed Gift Order (Customer), November 2025	16	81.3%	0.0%	£0.00	£0.00	-	+0.0%
TH \| Coupon Reminder - Mar 2025	2	0.0%	0.0%	£0.00	£0.00	-	+0.0%

Forecast vs Actual - September 2026

Weekly Revenue Drivers

Channel Attribution TW Linear

Trend Watch

YoY Comparison

Key Findings

Conversion Rates Meta Google

Product Mix Shifts Shopify

New vs Returning Shopify

Sales by Product Type Shopify

Sales by Product Shopify

Meta Campaigns Meta TW Linear

Meta Ads Meta

Google Campaigns Google TW Linear

Google Ads: First Click vs Linear

Non-Branded Campaigns

Branded Campaigns (Brand Search + Low Shopping)

Google Shopping Products Google

Klaviyo Campaigns Klaviyo

Klaviyo Flows Klaviyo

Traffic Source Mix Shopify

Channel	Orders	Revenue	% of Orders	% of Revenue	Orders Δ
Meta	94	£2,598	19.0%	13.8%	+19.0%
Google	108	£3,781	21.8%	20.1%	-2.7%
Direct	171	£5,039	34.5%	26.8%	-8.1%
Organic	14	£495	2.8%	2.6%	-17.6%
Other	108	£6,914	21.8%	36.7%	-17.6%