Sew Heart Felt

27 of 30 days reported (90% 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 £1,172.33 Revenue

Campaigns Sent

prev: 4

Total Recipients

84,378

prev: 71,825

Campaign Revenue

£1,172.33

prev: £1,865.02

-37.1%

Conversions

Campaign	Sent	Recipients	Revenue	Conv	Open Rate	Click Rate
27/09 - New Halloween Tiny Animals Launch 2026 - Email 2	Sun 27 Sept	48,917	£736.29	23	53.7%	1.2%
24/09 - International Rabbit Day 2026	Thu 24 Sept	35,461	£436.04	12	72.1%	0.6%

2 campaigns sent (vs 4 last week). Campaign revenue down 37% to £1,172.33.

mediumFLOWSFlows Spiked: £639.07 from 6 flows

TH | Abandoned Cart

£191.04

90 recipients | £2.12/recip

TH | Out For Delivery [Transactional]

£138.96

396 recipients | £0.35/recip

TH | Site Abandonment Email

£105.93

380 recipients | £0.28/recip

Flow	Recipients	Revenue	Rev/Recip	Conv	vs Last Week
TH \| Abandoned Cart - Evergreen - Unveild	90	£191.04	£2.12	4	+85.6%
TH \| Out For Delivery [Transactional]	396	£138.96	£0.35	2	+152.8%
TH \| Site Abandonment Email - Evergreen	380	£105.93	£0.28	4	+341.7%
TH \| Order Delivered [Transactional]	482	£74.01	£0.15	3	+155.7%
TH \| Okendo Review Created - November, 2025	91	£65.97	£0.72	3	NEW

6 flows spiked significantly. TH | Abandoned Cart - Evergreen - Unveild: £191.04 (+85.6% WoW). TH | Out For Delivery [Transactional]: £138.96 (+152.8% WoW). TH | Site Abandonment Email - Evergreen: £105.93 (+341.7% WoW).

Back In Stock flow activity indicates a popular product was restocked. Check which SKU triggered these notifications -- it reveals unmet demand.

mediumBRANDED SEARCHBranded Search Up 15%

Branded Clicks

562

Branded Revenue

£1,934

Branded ROAS

7.60x

Branded campaigns: 562 clicks (+15.4% WoW) at 7.60x ROAS. Revenue: £1,934.

mediumCROSS-CHANNELEmail Driving 18% of Total Revenue

Email Revenue

£3,360.88

% of Store Revenue

18.0%

% of Revenue Uplift

24532%

Total email revenue (campaigns + flows): £3,360.88, accounting for 18% of store revenue. Email accounts for an estimated 24532% of the total revenue uplift vs last week. Shopify email-attributed orders also up +100.0%.

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 29%

Google Ads 27%

Organic/Social 14%

Klaviyo 13%

Excluded 10%

Meta Ads: £5,028

Google Ads: £4,678

Organic/Social: £2,473

Klaviyo: £2,198

Excluded: £1,743

Direct: £660

shop_app: £226

Non-attributed: £134

Notify Me_SMS: £8

Channel	Revenue (Linear)	% Share	Orders	Spend	ROAS (TW Linear)	vs Prev
Meta Ads	£5,028	29.3%	266	£3,780	1.33x	+14.3%
Google Ads	£4,678	27.3%	216	£1,627	2.88x	+3.1%
Organic/Social	£2,473	14.4%	141	-	-	+14.0%
Klaviyo	£2,198	12.8%	144	-	-	-2.2%
Excluded	£1,743	10.2%	48	-	-	+1.9%
Direct	£660	3.8%	15	-	-	+60.7%
shop_app	£226	1.3%	7	-	-	-
Non-attributed	£134	0.8%	5	-	-	+70.6%
Notify Me_SMS	£8	0.0%	1	-	-	-5.9%
Total	£17,149	100%	503	£5,407	3.17x

Trend Watch

Revenue

£18,635

Avg: £20,170

▼ DOWN2w streak

Orders

507

Avg: 549.5

▼ DOWN

AOV

£36.75

Avg: £36.90

▶ FLAT2w streak

Total Spend

£5,407

Avg: £5,068

▲ UP2w streak

Blended ROAS

3.16x

Avg: 3.61x

▼ DOWN

Meta Spend

£3,780

Avg: £3,591

▲ UP2w streak

Meta ROAS

2.02x

Avg: 2.57x

▼ DOWN2w streak

Meta CPC

£0.30

Avg: £0.27

▲ UP

YoY Comparison

Current week vs same week last year (22 Sept 2025 - 28 Sept 2025).

Shopify

Meta

Google

Metric	This Week	Last Year	Change
Revenue	£18,635	£24,756	-24.7%
Orders	507	637	-20.4%
AOV	£36.75	£38.86	-5.4%
Total Spend	£5,407	£6,431	-15.9%
Blended ROAS	3.16x	3.85x	-17.9%
Meta Spend	£3,780	£5,524	-31.6%
Meta ROAS	2.02x	2.34x	-13.4%
Google Spend	£1,627	£907	+79.4%
Google ROAS	3.08x	5.63x	-45.2%

Key Findings

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

Product Growth Birthday Balloon Mice revenue up +60.8% (£771 vs £480).

Product Growth Knitting Nell Sheep revenue up +50.5% (£426 vs £283).

Category slippers category up +119.1% (£1,387 vs £633).

Category Halloween category up +58.6% (£1,428 vs £900).

Meta Ad Wedding Mice - Moby 2 – V3 Copy - Keepsake / heirloom angle delivering 3.32x ROAS on £172 spend (17 purchases).

Google Ad Group Exact Match UK ROAS improved from 5.02x to 7.09x.

Shopping Bride and Groom Wedding Mice achieving 4.31x ROAS on £79 spend. Consider increasing bids.

Email 27/09 - New Halloween Tiny Animals Launch 2026 - Email 2 generated £736.29 revenue from 48,917 recipients (1.2% CTR).

Email 24/09 - International Rabbit Day 2026 generated £436.04 revenue from 35,461 recipients (0.6% CTR).

New Seller Agatha the Witch Halloween Decorations Bundle generated £271 this week with no sales last week.

New Seller NEW Pumpkin the Cat generated £263 this week with no sales last week.

Product Decline NEW Lucky The Black Cat Bag Tag revenue down -87.1% (£81 vs £629). Worth investigating.

Product Decline Baby Hedgehog revenue down -59.4% (£180 vs £444). Worth investigating.

Product Decline Halloween Witch Mouse and Black Cat Bundle revenue down -38.1% (£386 vs £623). Worth investigating.

Category Bag Tags category down -52.7% (£700 vs £1,480).

Conversion Rates

Meta

Google

Meta: 1.97% (-0.01pp)

Google: 3.86% (-1.22pp)

Blended: 2.45% (-0.27pp)

Product Mix Shifts

Shopify

Product Type	Current Share	Avg Share	Shift
Other	66.9%	80.8%	-13.9pp
slippers	8.2%	3.5%	+4.6pp
Halloween	8.4%	1.7%	+6.7pp

New vs Returning

Shopify

New 74%

Returning 26%

Segment	Customers	Cust Δ
New	377	+5.0%
Returning	130	-3.0%
Total	507	+2.8%

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 234.

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	£1,632	140	£2,598 -12.9%	1.59x (+0.36)	£0.29	1.77%	-32.8%
CS \| Evergreen \| CBO \| Ad Set Minimums 2026	£1,439	62	£1,440	1.00x	£0.28	2.71%	-
UK Testing Campaign	£710	46	£785 -31.1%	1.11x (-0.08)	£0.34	1.31%	-26.2%
Total	£3,780	248	£4,822	1.28x	£0.30	1.92%	+11.5%

Meta Ads

Meta

Top 20 of 46 active ads by spend. Grouped by campaign.

Ad	Spend	Revenue	ROAS	Purch	CPC	CTR
UK Evergreen Campaign
Catalogue - All Tiny Animals	£934	£2,085	2.23x (+0.18)	73	£0.32	1.43%
Sheply Sheep Catalogue Unboxing Video – Copy	£298	£463	1.55x (-0.79)	15	£0.23	2.99%
Tiny Friends For Big Moments - Knitting Nell - Catalogue	£250	£580	2.32x (+0.45)	22	£0.28	1.88%
Bestsellers 2025 V1 Flexible	£72	£141	1.97x (-0.55)	5	£0.26	2.55%
V6 Bestsellers Tiny Animals Carousel	£24	£0	0.00x (+0.00)	0	£0.40	1.68%
Heart & Flowers Catalogue Unboxing Video	£13	£0	0.00x (+0.00)	0	£0.44	2.54%
CS \| Evergreen \| CBO \| Ad Set Minimums 2026
Tiny Friends For Big Moments - Knitting Nell - Catalogue	£708	£1,191	1.68x (-0.19)	41	£0.31	2.54%
Sheply Sheep Catalogue Unboxing Video – Copy	£391	£454	1.16x (-1.18)	13	£0.30	2.44%
Ad 18 \| Image \| Bride & Groom Mice \| The Cake Topper You Keep \| Real Wedding Lifestyle \| None \| OG	£96	£184	1.92x	4	£0.11	7.54%
Ad 15 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£57	£155	2.74x	4	£0.40	1.61%
Heart & Flowers Catalogue Unboxing Video	£46	£36	0.78x (+0.78)	1	£0.57	1.59%
Ad 19 \| Image \| Bride & Groom Mice \| The Cake Topper You Keep \| Real Wedding Lifestyle \| None \| OG	£41	£65	1.60x	2	£0.23	2.75%
Ad 13 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£26	£34	1.32x	1	£0.38	1.72%
Ad 16 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£23	£31	1.37x	1	£0.27	3.07%
Ad 14 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£20	£24	1.20x	1	£0.38	1.98%
Ad 17 \| Image \| Bride & Groom Mice \| Keepsake Heirloom \| Lifestyle \| None \| PI	£16	£0	0.00x	0	£0.49	1.33%
UK Testing Campaign
Gift Box Reel	£321	£890	2.78x (+0.20)	30	£0.47	1.22%
Wedding Mice - Moby 2 – V3 Copy - Keepsake / heirloom angle	£172	£571	3.32x (+0.15)	17	£0.43	1.03%
Baby Hedgehog - A Little Lift - Autumn Watercolour	£169	£473	2.80x (-0.11)	14	£0.20	1.57%
Gift Box Carousel	£30	£24	0.80x (-1.40)	1	£0.40	1.11%

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	£687	46	£1,294 +3.5%	1.88x (-0.36)	£0.25	1.66%	+23.4%	44.8%	1.9%	53.3%
CS \| Shopping \| High \| All Products \| UK	£631	62	£1,417 -17.3%	2.24x (+0.10)	£0.68	0.89%	-20.8%	54.8%	0.0%	45.2%
CS \| Search \| Brand \| UK	£254	93	£1,742 +26.8%	6.84x (+1.51)	£0.45	30.90%	-1.2%	87.0%	0.0%	13.0%
CS \| Shopping \| Low \| All Products \| UK	£54	14	£218 +48.6%	4.02x (+0.91)	£0.49	0.58%	+14.8%	82.0%	0.0%	18.0%
Total	£1,627	215	£4,671	2.87x	£0.37	1.49%	-1.9%

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	£687	33	£37	£1,233	1.79x	46	£28	£1,294	1.88x
CS \| Shopping \| High \| All Products \| UK	£631	50	£34	£1,721	2.73x	62	£23	£1,417	2.24x
CS \| Shopping \| Low \| All Products \| UK	£54	8	£33	£262	4.83x	14	£16	£218	4.02x
Total	£1,373	91	£35	£3,216	2.34x	122	£24	£2,929	2.13x

Branded Campaigns (Brand Search + Low Shopping)

Campaign	Spend	First Click				Linear
		Conv	AOV	Revenue	ROAS	Conv	AOV	Revenue	ROAS
CS \| Search \| Brand \| UK	£254	36	£35	£1,261	4.96x	93	£19	£1,742	6.84x
Total	£254	36	£35	£1,261	4.96x	93	£19	£1,742	6.84x

Google Shopping Products

Google

Top 5 of 5 shopping products by spend.

Product	Spend	Revenue	ROAS	Conv	Clicks	Spend Δ	Rev Δ	ROAS Δ
Bride and Groom Wedding Mice	£79	£342	4.31x	11	131	+74.6%	-0.3%	-42.9%
Hearts and Flowers Felt Sheep \| Felt Animals \| Sew Heart Felt	£58	£64	1.11x	3	75	-3.2%	-67.8%	-66.7%
Bride and Groom Felt Sheep \| Sew Heart Felt	£54	£149	2.78x	4	51	+72.8%	+116.3%	+25.2%
Happy of Heart Balloon Felt Mouse \| Felt Animals \| Sew Heart Felt	£47	£111	2.39x	4	52	+38.8%	-32.1%	-51.1%
Hiking Mouse	£38	£45	1.18x	2	72	-6.0%	-65.4%	-63.2%
Total (5 products)	£275	£711	2.59x	25	381	-77.6%	-81.6%	-18.0%

Klaviyo Campaigns

Klaviyo

Campaign	Recipients	Open Rate	Click Rate	CTOR	Revenue	Conv	Unsubs
24/09 - International Rabbit Day 2026	35,461	72.1%	0.6%	0.8%	£436.04	12	143
27/09 - New Halloween Tiny Animals Launch 2026 - Email 2	48,917	53.7%	1.2%	2.2%	£736.29	23	158
Total	84,378				£1,172.33	35	301

Klaviyo Flows

Klaviyo

Automated flow performance for the reporting period, compared to the rolling 30-day weekly average (2026-08-29 to 2026-09-27).

Flow	Recipients	Open Rate	Click Rate	Revenue	Rev/Recipient	Rev vs 30d Avg	RPR vs 30d Avg
TH \| Welcome Flow - Evergreen	1,346	43.0%	3.0%	£1,153.36	£0.86	+50.5%	-33.2%
TH \| Abandoned Cart - Evergreen - Unveild	90	52.2%	6.7%	£191.04	£2.12	+101.2%	+40.8%
TH \| Out For Delivery [Transactional]	396	61.1%	5.1%	£138.96	£0.35	+150.3%	+174.4%
TH \| Abandoned Checkout - Evergreen - Unveild	308	42.5%	5.6%	£123.95	£0.40	+21.8%	-30.0%
TH \| Welcome Flow - Evergreen - Unveild	173	54.3%	4.0%	£123.24	£0.71	-9.0%	-64.5%
TH \| Site Abandonment Email - Evergreen	380	53.9%	2.9%	£105.93	£0.28	+249.5%	+270.4%
TH \| Post Purchase (New vs. Returning) - July 2025 [Evergreen]	1,130	53.4%	2.7%	£76.47	£0.07	+7.2%	-34.7%
TH \| Order Delivered [Transactional]	482	54.4%	0.8%	£74.01	£0.15	+43.6%	+64.6%
TH \| Okendo Review Created - November, 2025	91	52.1%	12.2%	£65.97	£0.72	+115.9%	+13.5%
TH \| Back In Stock Flow - July 2025	52	62.7%	11.7%	£63.16	£1.21	+86.0%	-34.1%
TH \| Abandoned Checkout - Evergreen	102	61.8%	6.0%	£48.48	£0.48	-50.2%	-50.1%
TH \| Fulfilled Order [transactional]	461	74.6%	11.5%	£23.98	£0.05	+42.9%	+51.6%
TH \| Low Stock Alert - July 2025	114	64.6%	2.7%	£0.00	£0.00	-100.0%	-100.0%
TH \| Nurture Flow - July 2025	1,012	42.8%	0.8%	£0.00	£0.00	-	+0.0%
TH \| Browse Abandonment - Evergreen	80	63.7%	3.8%	£0.00	£0.00	-100.0%	-100.0%
TH \| Okendo Review Request - November, 2025	1,657	47.0%	4.0%	£0.00	£0.00	-100.0%	-100.0%
TH \| Browse Abandonment - Evergreen - Unveild	394	61.9%	3.0%	£0.00	£0.00	-100.0%	-100.0%
TH \| Customer Winback - Feb 2025	461	46.6%	0.2%	£0.00	£0.00	-100.0%	-100.0%
TH \| Coupon Reminder - Mar 2025	2	0.0%	0.0%	£0.00	£0.00	-	+0.0%
TH \| Site Abandonment Email - Evergreen - Unveild	52	34.6%	1.9%	£0.00	£0.00	-100.0%	-100.0%
2. TH \| Giftnote 🎁 - Gift Order Delivered (Customer), November 2025	12	58.3%	0.0%	£0.00	£0.00	-	+0.0%
Wholesale B2B - Welcome Flow - Evergreen	8	25.0%	12.5%	£0.00	£0.00	-	+0.0%
TH \| Abandoned Cart - Evergreen	5	26.7%	0.0%	£0.00	£0.00	-100.0%	-100.0%
3. TH \| Giftnote 🎁 - Received Gift Order (Recipient), November 2025	22	55.5%	4.5%	£0.00	£0.00	-	+0.0%
TH \| Birthday Series - Feb 2025	38	68.4%	13.2%	£0.00	£0.00	-	+0.0%
TH \| Fulfilled Partial Order [transactional]	6	50.0%	16.7%	£0.00	£0.00	-	+0.0%
1. TH \| Giftnote 🎁 - Placed Gift Order (Customer), November 2025	16	81.3%	6.3%	£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	£2,618	18.5%	14.1%	+0.0%
Google	110	£3,559	21.7%	19.1%	+2.8%
Email	2	£72	0.4%	0.4%	+100.0%
Direct	170	£6,063	33.5%	32.5%	-0.6%
Organic	11	£401	2.2%	2.2%	-21.4%
Other	120	£5,922	23.7%	31.8%	+12.1%