Sew Heart Felt

18 of 31 days reported (58% 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.

mediumEMAILEmail Campaigns Drove £1,470.39 Revenue

Campaigns Sent

prev: 2

Total Recipients

74,794

prev: 76,195

Campaign Revenue

£1,470.39

prev: £2,618.15

−43.8%

Conversions

Campaign	Sent	Recipients	Revenue	Conv	Open Rate	Click Rate
18/10 - Halloween 2 Weeks To Go Agatha Restock 2026	Sun 18 Oct	37,956	£854.60	22	63.5%	0.8%
16/10 - World Food Day 2026	Fri 16 Oct	35,676	£598.81	16	70.8%	0.5%
13/10 - Christmas Tree Decorations B2B Launch 2026	Tue 13 Oct	1,162	£16.98	1	44.2%	0.9%

3 campaigns sent (vs 2 last week). Campaign revenue down 44% to £1,470.39.

mediumFLOWSFlows Spiked: £314.28 from 3 flows

TH | Browse Abandonment

£125.44

317 recipients | £0.40/recip

TH | Price Drop Notification

£103.90

64 recipients | £1.62/recip

TH | Post Purchase (New vs. Returning)

£84.94

2,182 recipients | £0.04/recip

Flow	Recipients	Revenue	Rev/Recip	Conv	vs Last Week
TH \| Browse Abandonment - Evergreen - Unveild	317	£125.44	£0.40	5	+358.0%
TH \| Price Drop Notification - July 2025	64	£103.90	£1.62	3	NEW
TH \| Post Purchase (New vs. Returning) - July 2025 [Evergreen]	2,182	£84.94	£0.04	2	+254.2%

3 flows spiked significantly. TH | Browse Abandonment - Evergreen - Unveild: £125.44 (+358.0% WoW). TH | Price Drop Notification - July 2025: £103.90 (vs £0 last week). TH | Post Purchase (New vs. Returning) - July 2025 [Evergreen]: £84.94 (+254.2% WoW).

mediumPAID CHANNELSPaid Channel Efficiency Declined

Meta ROAS

1.40x

prev: 1.94x

−27.8%

Google ROAS

2.56x

prev: 2.78x

−8.0%

Total Spend

£7,367

prev: £7,168

Meta ROAS declined from 1.94x to 1.40x (−27.8%).

mediumCROSS-CHANNELEmail Driving 19% of Total Revenue

Email Revenue

£4,305.04

% of Store Revenue

18.6%

Total email revenue (campaigns + flows): £4,305.04, accounting for 19% of store revenue. Shopify email-attributed orders also up +100.0%.

The combination of heavier email sends, increased branded search, and rising direct traffic suggests a halo effect: email campaigns are driving awareness that converts across all channels.

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

Meta Ads 32%

Google Ads 22%

Organic/Social 18%

Klaviyo 13%

Non-attributed 7%

Meta Ads: £6,845

Google Ads: £4,583

Organic/Social: £3,819

Klaviyo: £2,752

Non-attributed: £1,578

Excluded: £1,051

Direct: £594

shop_app: £59

Channel	Revenue (Linear)	% Share	Orders	Spend	ROAS (TW Linear)	vs Prev
Meta Ads	£6,845	32.2%	307	£5,940	1.15x	+4.4%
Google Ads	£4,583	21.5%	193	£1,427	3.21x	−25.4%
Organic/Social	£3,819	17.9%	152	-	-	−5.9%
Klaviyo	£2,752	12.9%	135	-	-	−22.2%
Non-attributed	£1,578	7.4%	50	-	-	+74.7%
Excluded	£1,051	4.9%	41	-	-	−43.7%
Direct	£594	2.8%	17	-	-	−8.2%
shop_app	£59	0.3%	4	-	-	−51.1%
Total	£21,281	100%	602	£7,367	2.89x

Trend watch

Revenue

£23,187

Avg: £22,342

▶ FLAT

Orders

608

Avg: 590.75

▶ FLAT

AOV

£38.14

Avg: £37.97

▶ FLAT

Total Spend

£7,367

Avg: £5,414

▲ UP5w streak

Blended ROAS

2.88x

Avg: 3.78x

▼ DOWN2w streak

Meta Spend

£5,940

Avg: £3,706

▲ UP5w streak

Meta ROAS

1.40x

Avg: 2.54x

▼ DOWN2w streak

Meta CPC

£0.33

Avg: £0.27

▲ UP2w streak

YoY comparison

Current week vs same week last year (13 Oct 2025 - 19 Oct 2025).

Shopify

Meta

Google

Metric	This week	Last year	Change
Revenue	£23,187	£23,532	−1.5%
Orders	608	639	−4.9%
AOV	£38.14	£36.83	+3.6%
Total Spend	£7,367	£6,384	+15.4%
Blended ROAS	2.88x	3.69x	−21.9%
Meta Spend	£5,940	£5,057	+17.5%
Meta ROAS	1.40x	2.28x	−38.7%
Google Spend	£1,427	£1,327	+7.6%
Google ROAS	2.56x	5.10x	−49.8%

Key findings

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

Meta Campaign CS | CBO | Bag Tags ROAS up from 0.63x to 1.94x. Spend: £452.

Google Ad Group Halloween ROAS improved from 1.62x to 3.49x.

Email 18/10 - Halloween 2 Weeks To Go Agatha Restock 2026 generated £854.60 revenue from 37,956 recipients (0.8% CTR).

Email 16/10 - World Food Day 2026 generated £598.81 revenue from 35,676 recipients (0.5% CTR).

Revenue Store revenue down −13.0% WoW (£23,187 vs £26,663).

AOV Average order value decreased −9.5% to £38.14.

Product Decline The Complete Nativity Set revenue down −71.2% (£246 vs £854). Worth investigating.

Product Decline Clarence Cat Christmas Decoration revenue down −71.1% (£132 vs £455). Worth investigating.

Product Decline Felt Black Cat revenue down −65.9% (£138 vs £404). Worth investigating.

Category Halloween category down −33.7% (£3,171 vs £4,781).

Category slippers category down −21.6% (£1,197 vs £1,525).

Meta Ad Shift Gift Box Reel ROAS declined from 4.60x to 1.94x WoW.

Meta Campaign CS | Evergreen | CBO | Tiny Animals ROAS down from 1.92x to 1.37x. Spend: £4,073.

Conversion rates

Meta

Google

Meta: 1.54% (-0.14pp)

Google: 3.46% (-1.14pp)

Blended: 1.85% (-0.46pp)

Product mix shifts

Shopify

Product Type	Current Share	Avg Share	Shift
Other	56.2%	67.6%	-11.4pp
Halloween	14.8%	8.5%	+6.3pp
Christmas	14.9%	9.2%	+5.6pp

New vs returning

Shopify

New 78%

Returning 22%

Segment	Customers	Cust Δ
New	474	+3.5%
Returning	134	−23.4%
Total	608	−3.9%

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 260.

Product	Revenue	Rev Δ	Units	Units Δ

Meta campaigns

Meta

TW Linear

Campaign	Spend	TW Orders	TW Revenue	TW ROAS	CPC	CTR	Spend Δ
CS \| Evergreen \| CBO \| Tiny Animals	£4,073	169	£4,303 −8.3%	1.06x (-0.13)	£0.32	1.97%	+2.6%
CS \| Testing \| CBO \| Concept Tests	£1,062	35	£742	0.70x	£0.34	2.51%	-
CS \| CBO \| Bag Tags	£452	32	£542 +155.6%	1.20x (+0.82)	£0.32	2.16%	−19.2%
UK Testing Campaign	£353	12	£246 −30.7%	0.70x (-0.32)	£0.48	0.99%	+1.2%
Total	£5,940	248	£5,832	0.98x	£0.33	1.98%	+21.7%

Meta Ads

Meta

Top 20 of 93 active ads by spend. Grouped by campaign.

Ad	Spend	Revenue	ROAS	Purch	CPC	CTR
CS \| Evergreen \| CBO \| Tiny Animals
Ad 20 \| Catalogue \| All Tiny Animals \| Gifting, Collector, Craft, Review \| Product Catalogue \| None \| OG	£1,880	£2,706	1.44x (-0.27)	90	£0.33	1.64%
Sheply Sheep Catalogue Unboxing Video – Copy	£442	£559	1.27x (-1.90)	18	£0.30	2.78%
Tiny Friends For Big Moments - Knitting Nell - Catalogue	£274	£432	1.58x (-0.41)	15	£0.35	3.20%
Ad 101 \| Catalogue \| All Tiny Animals \| No Primary Copy \| Product Catalogue \| None \| PI	£269	£221	0.82x	7	£0.30	2.10%
Ad 57 \| Image \| Halloween Tiny Animals Bundle \| FREE Black Cat \| Lifestyle \| Free Black Cat with Bundle \| OG	£197	£319	1.62x (-0.18)	8	£0.28	2.44%
Ad 61 \| Image \| Agatha Decorations Bundle \| FREE Agatha on a Broom \| Lifestyle \| Free Agatha with Bundle \| OG	£183	£288	1.57x (-1.14)	8	£0.23	2.84%
Ad 51 \| Image \| Agatha Boo Decoration \| Meet Agatha the Witch \| Lifestyle \| None \| OG	£150	£302	2.02x (+0.06)	9	£0.40	1.93%
Ad 19 \| Image \| Bride & Groom Mice \| The Cake Topper You Keep \| Real Wedding Lifestyle \| None \| OG	£147	£50	0.34x (-0.83)	1	£0.34	1.66%
Ad 15 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£88	£75	0.85x (-0.75)	2	£0.38	2.33%
Ad 56 \| Image \| Halloween Tiny Animals Bundle \| FREE Black Cat \| Offer Graphic \| Free Black Cat with Bundle \| OG	£66	£89	1.35x (-3.63)	3	£0.42	1.31%
Ad 18 \| Image \| Bride & Groom Mice \| The Cake Topper You Keep \| Real Wedding Lifestyle \| None \| OG	£59	£147	2.50x (-1.88)	3	£0.18	4.59%
CS \| CBO \| Bag Tags
Ad 66 \| Image \| Lucky Black Cat Bag Tag \| Sold Out in a Week, Back in Stock \| Studio Product \| None \| OG	£447	£800	1.79x (+0.72)	34	£0.32	2.16%
CS \| Testing \| CBO \| Concept Tests
Ad 91 \| Video \| Heart and Flowers Sheep \| The Story Behind The Sheep - C2 V1 \| Founder Story \| None \| OG	£355	£461	1.30x	18	£0.31	2.31%
Ad 78 \| Video \| Christmas Collection \| The Christmas Collection - C5 V3 \| UGC \| None \| OG	£161	£182	1.13x	5	£0.32	2.53%
Ad 71 \| Video \| Gardener, Cricketer + Reading Mouse \| A Character For Everyone On Your List - Hook 2 \| UGC \| None \| OG	£103	£71	0.70x	3	£0.37	2.76%
Ad 73 \| Video \| Nurse Mouse \| Thinking About You - V1 \| UGC \| None \| OG	£90	£66	0.74x	2	£0.36	2.25%
Ad 89 \| Video \| Tiny Animals Range \| Designed Around People - 5.0 \| Founder Story \| None \| OG	£70	£86	1.23x	3	£0.24	5.16%
Ad 82 \| Video \| Knitting Nell \| Crafts Mum - C6 V1 \| UGC \| None \| OG	£54	£22	0.41x	1	£0.50	2.02%
Ad 95 \| Video \| Tiny Animals Range \| Find The Perfect Gift - Video 1 \| Review Testimonial \| None \| OG	£52	£22	0.42x	1	£0.49	1.92%
UK Testing Campaign
Gift Box Reel	£269	£523	1.94x (-2.66)	18	£0.51	1.18%

Google campaigns

Google

TW Linear

Campaign	Spend	TW Orders	TW Revenue	TW ROAS	CPC	CTR	Spend Δ	IS%	Budget Lost	Rank Lost
CS \| Performance Max \| All Products \| UK	£540	41	£831 −39.7%	1.54x (-0.22)	£0.32	2.26%	−31.0%	31.7%	0.1%	68.2%
CS \| Shopping \| High \| All Products \| UK	£516	59	£1,569 −26.2%	3.04x (+1.18)	£0.54	0.98%	−54.7%	50.3%	0.0%	49.7%
CS \| Search \| Brand \| UK	£275	82	£2,015 −10.0%	7.33x (-1.25)	£0.48	29.36%	+5.4%	85.1%	0.0%	14.9%
CS \| Shopping \| Low \| All Products \| UK	£97	10	£152 −32.6%	1.57x (-0.55)	£0.57	0.63%	−8.9%	50.6%	0.0%	49.4%
Total	£1,427	192	£4,568	3.20x	£0.42	1.69%	−37.6%

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 \| Performance Max \| All Products \| UK	£540	33	£31	£1,011	1.87x	41	£20	£831	1.54x
CS \| Shopping \| High \| All Products \| UK	£516	37	£40	£1,496	2.90x	59	£27	£1,569	3.04x
CS \| Shopping \| Low \| All Products \| UK	£97	5	£25	£127	1.31x	10	£15	£152	1.57x
Total	£1,152	75	£35	£2,635	2.29x	110	£23	£2,552	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	£275	37	£41	£1,499	5.45x	82	£25	£2,015	7.33x
Total	£275	37	£41	£1,499	5.45x	82	£25	£2,015	7.33x

Google Shopping products

Google

Top 5 of 5 shopping products by spend.

Product	Spend	Revenue	ROAS	Conv	Clicks	Spend Δ	Rev Δ	ROAS Δ
Beautiful Bouquet Duck \| Handmade Felt Duck with Flowers	£49	£86	1.75x	2	77	−53.8%	−48.0%	+12.5%
The Complete Nativity Set	£43	£13	0.31x	0	96	−31.5%	−95.2%	−92.9%
Bride and Groom Wedding Mice	£34	£24	0.71x	1	64	−70.3%	−93.2%	−77.2%
Hearts and Flowers Felt Sheep \| Felt Animals \| Sew Heart Felt	£27	£121	4.52x	6	45	−37.0%	−67.8%	−48.9%
NEW Perry Puffin	£26	£23	0.88x	1	180	−47.0%	−64.8%	−33.6%
Total (5 products)	£179	£268	1.50x	11	462	−90.3%	−93.1%	−28.9%

Klaviyo campaigns

Klaviyo

Campaign	Recipients	Open Rate	Click Rate	CTOR	Revenue	Conv	Unsubs
13/10 - Christmas Tree Decorations B2B Launch 2026	1,162	44.2%	0.9%	2.0%	£16.98	1	4
16/10 - World Food Day 2026	35,676	70.8%	0.5%	0.7%	£598.81	16	109
18/10 - Halloween 2 Weeks To Go Agatha Restock 2026	37,956	63.5%	0.8%	1.2%	£854.60	22	90
Total	74,794				£1,470.39	39	203

Klaviyo flows

Klaviyo

Automated flow performance for the reporting period, compared to the rolling 30-day weekly average (2026-09-19 to 2026-10-18).

Flow	Recipients	Open Rate	Click Rate	Revenue	Rev/Recipient	Rev vs 30d Avg	RPR vs 30d Avg
TH \| Welcome Flow - Evergreen	1,702	42.9%	3.2%	£1,658.33	£0.97	+7.4%	−4.0%
TH \| Back In Stock Flow - July 2025	48	68.7%	18.7%	£232.66	£4.85	+30.6%	+60.7%
TH \| Abandoned Checkout - Evergreen - Unveild	323	52.6%	5.9%	£197.91	£0.61	−50.4%	−46.5%
TH \| Abandoned Checkout - Evergreen	71	43.3%	16.0%	£163.93	£2.31	+44.5%	+83.8%
TH \| Browse Abandonment - Evergreen - Unveild	317	55.1%	4.4%	£125.44	£0.40	+130.4%	+116.1%
TH \| Price Drop Notification - July 2025	64	51.6%	9.4%	£103.90	£1.62	+328.6%	+15.6%
TH \| Order Delivered [Transactional]	608	51.4%	1.2%	£94.97	£0.16	+5.8%	−6.3%
TH \| Post Purchase (New vs. Returning) - July 2025 [Evergreen]	2,182	51.0%	2.2%	£84.94	£0.04	+52.7%	+17.0%
TH \| Abandoned Cart - Evergreen - Unveild	93	45.6%	4.3%	£39.48	£0.42	−66.0%	−64.2%
1. TH \| Giftnote 🎁 - Placed Gift Order (Customer), November 2025	19	78.9%	5.3%	£37.98	£2.00	+328.6%	+331.6%
TH \| Welcome Flow - Evergreen - Unveild	131	46.6%	3.1%	£33.97	£0.26	−80.5%	−75.6%
TH \| Okendo Review Request - November, 2025	1,175	48.8%	2.6%	£30.98	£0.03	−45.5%	−41.6%
TH \| Customer Winback - Feb 2025	107	47.7%	0.9%	£30.16	£0.28	+69.8%	+280.6%
TH \| Low Stock Alert - July 2025	119	82.4%	4.2%	£0.00	£0.00	−100.0%	−100.0%
TH \| Nurture Flow - July 2025	865	42.8%	0.7%	£0.00	£0.00	−100.0%	−100.0%
TH \| Site Abandonment Email - Evergreen - Unveild	94	42.6%	1.1%	£0.00	£0.00	−100.0%	−100.0%
2. TH \| Giftnote 🎁 - Gift Order Delivered (Customer), November 2025	19	68.4%	5.3%	£0.00	£0.00	-	0.0%
TH \| Browse Abandonment - Evergreen	45	44.4%	4.4%	£0.00	£0.00	−100.0%	−100.0%
TH \| Out For Delivery [Transactional]	459	57.3%	6.8%	£0.00	£0.00	−100.0%	−100.0%
TH \| Abandoned Cart - Evergreen	59	20.3%	0.0%	£0.00	£0.00	-	0.0%
TH \| Okendo Review Created - November, 2025	36	50.0%	0.0%	£0.00	£0.00	−100.0%	−100.0%
3. TH \| Giftnote 🎁 - Received Gift Order (Recipient), November 2025	31	51.6%	3.2%	£0.00	£0.00	-	0.0%
TH \| Birthday Series - Feb 2025	41	58.5%	14.6%	£0.00	£0.00	-	0.0%
TH \| Fulfilled Partial Order [transactional]	1	100.0%	0.0%	£0.00	£0.00	-	0.0%
TH \| Fulfilled Order [transactional]	610	71.5%	12.2%	£0.00	£0.00	−100.0%	−100.0%
TH \| Site Abandonment Email - Evergreen	241	47.9%	1.7%	£0.00	£0.00	−100.0%	−100.0%

Forecast vs actual - October 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	117	£3,330	19.2%	14.4%	+7.3%
Google	53	£2,213	8.7%	9.5%	−48.0%
Email	1	£17	0.2%	0.1%	+100.0%
Direct	321	£11,301	52.8%	48.7%	+20.7%
Organic	9	£335	1.5%	1.4%	−40.0%
Other	107	£5,991	17.6%	25.8%	−24.1%