Sew Heart Felt

13 of 30 days reported (43% 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.

highEMAILEmail Campaigns Drove £2,493.18 Revenue

Campaigns Sent

prev: 4

Total Recipients

84,402

prev: 125,099

Campaign Revenue

£2,493.18

prev: £5,602.50

-55.5%

Conversions

Campaign	Sent	Recipients	Revenue	Conv	Open Rate	Click Rate
11/09 - September Re-Stock 2026	Fri 11 Sept	38,528	£1,205.16	33	67.4%	1.1%
13/09 - Bag Tag Buddies In Stock 2026	Sun 13 Sept	44,716	£1,068.33	28	54.9%	1.4%
08/09 - Bag Tag Buddies Launch Trade (B2B) 2026	Tue 8 Sept	1,158	£219.69	1	48.8%	0.8%

3 campaigns sent (vs 4 last week). Campaign revenue down 55% to £2,493.18.

mediumFLOWSFlows Spiked: £994.54 from 7 flows

TH | Welcome Flow

£458.37

217 recipients | £2.11/recip

TH | Abandoned Checkout

£132.35

97 recipients | £1.36/recip

TH | Abandoned Cart

£112.96

63 recipients | £1.79/recip

Flow	Recipients	Revenue	Rev/Recip	Conv	vs Last Week
TH \| Welcome Flow - Evergreen	217	£458.37	£2.11	13	+765.2%
TH \| Abandoned Checkout - Evergreen - Unveild	97	£132.35	£1.36	4	+140.8%
TH \| Abandoned Cart - Evergreen - Unveild	63	£112.96	£1.79	2	NEW
TH \| Welcome Flow - Evergreen - Unveild	11	£93.96	£8.54	2	NEW
TH \| Post Purchase (New vs. Returning) - July 2025 [Evergreen]	454	£81.96	£0.18	2	+228.1%

7 flows spiked significantly. TH | Welcome Flow - Evergreen: £458.37 (+765.2% WoW). TH | Abandoned Checkout - Evergreen - Unveild: £132.35 (+140.8% WoW). TH | Abandoned Cart - Evergreen - Unveild: £112.96 (vs £0 last week).

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

mediumCROSS-CHANNELEmail Driving 17% of Total Revenue

Email Revenue

£3,709.49

% of Store Revenue

16.6%

% of Revenue Uplift

111%

Total email revenue (campaigns + flows): £3,709.49, accounting for 17% of store revenue. Email accounts for an estimated 111% of the total revenue uplift vs last week.

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 26%

Organic/Social 17%

Klaviyo 15%

Excluded 9%

Google Ads: £5,226

Meta Ads: £4,731

Organic/Social: £3,054

Klaviyo: £2,702

Excluded: £1,620

Direct: £331

shop_app: £174

Non-attributed: £17

Email (Other): £8

Channel	Revenue (Linear)	% Share	Orders	Spend	ROAS (TW Linear)	vs Prev
Google Ads	£5,226	29.3%	244	£1,391	3.76x	-1.4%
Meta Ads	£4,731	26.5%	249	£2,897	1.63x	+1.6%
Organic/Social	£3,054	17.1%	149	-	-	-16.9%
Klaviyo	£2,702	15.1%	159	-	-	-20.1%
Excluded	£1,620	9.1%	50	-	-	+7.3%
Direct	£331	1.9%	10	-	-	-22.1%
shop_app	£174	1.0%	8	-	-	+35.0%
Non-attributed	£17	0.1%	1	-	-	-82.8%
Email (Other)	£8	0.0%	1	-	-	+26.1%
Total	£17,864	100%	513	£4,289	4.17x

Trend Watch

Revenue

£22,382

Avg: £19,771

▲ UP

Orders

524

Avg: 536.875

▶ FLAT2w streak

AOV

£42.71

Avg: £37.21

▲ UP

Total Spend

£4,289

Avg: £5,051

▼ DOWN2w streak

Blended ROAS

4.16x

Avg: 3.52x

▲ UP

Meta Spend

£2,897

Avg: £3,659

▼ DOWN2w streak

Meta ROAS

2.58x

Avg: 2.56x

▶ FLAT

Meta CPC

£0.27

Avg: £0.28

▶ FLAT

YoY Comparison

Current week vs same week last year (8 Sept 2025 - 14 Sept 2025).

Shopify

Meta

Google

Metric	This Week	Last Year	Change
Revenue	£22,382	£18,978	+17.9%
Orders	524	480	+9.2%
AOV	£42.71	£39.54	+8.0%
Total Spend	£4,289	£4,101	+4.6%
Blended ROAS	4.16x	4.63x	-10.1%
Meta Spend	£2,897	£3,101	-6.6%
Meta ROAS	2.58x	2.69x	-4.0%
Google Spend	£1,391	£1,001	+39.1%
Google ROAS	3.67x	4.02x	-8.7%

Key Findings

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

Revenue Store revenue up +17.5% WoW (£22,382 vs £19,045).

AOV Average order value increased +28.1% to £42.71.

Product Growth The Complete Nativity Set revenue up +584.8% (£843 vs £123).

Product Growth NEW Lucky The Black Cat Bag Tag revenue up +275.0% (£566 vs £151).

Product Growth Bride and Groom Wedding Sheep revenue up +57.4% (£425 vs £270).

Category Halloween category up +150.6% (£361 vs £144).

Category Bag Tags category up +117.1% (£2,407 vs £1,109).

Category Christmas category up +83.4% (£1,924 vs £1,049).

Meta Campaign UK Testing Campaign ROAS up from 2.17x to 2.92x. Spend: £667.

Email 11/09 - September Re-Stock 2026 generated £1,205.16 revenue from 38,528 recipients (1.1% CTR).

Email 13/09 - Bag Tag Buddies In Stock 2026 generated £1,068.33 revenue from 44,716 recipients (1.4% CTR).

New Seller Flying Green Budgie Trio generated £553 this week with no sales last week.

New Seller Fraser Fox Hand Puppet generated £285 this week with no sales last week.

Product Decline Tennis Mouse revenue down -84.9% (£51 vs £337). Worth investigating.

Product Decline Mouse with Pansy revenue down -52.9% (£299 vs £634). Worth investigating.

Conversion Rates

Meta

Google

Meta: 2.22% (-0.16pp)

Google: 5.07% (-0.54pp)

Blended: 2.89% (-0.43pp)

Product Mix Shifts

Shopify

Product Type	Current Share	Avg Share	Shift
Christmas	9.3%	5.1%	+4.3pp
Other	70.0%	86.1%	-16.1pp
Bag Tags	11.7%	3.3%	+8.4pp

New vs Returning

Shopify

New 63%

Returning 37%

Segment	Customers	Cust Δ
New	330	-8.3%
Returning	194	-8.1%
Total	524	-8.2%

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 228.

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	£2,230	176	£3,247 -7.1%	1.46x (-0.08)	£0.24	2.07%	-2.2%
UK Testing Campaign	£667	48	£865 +86.4%	1.30x (+0.61)	£0.41	1.18%	-0.8%
Total	£2,897	224	£4,113	1.42x	£0.27	1.86%	-5.5%

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	£923	£2,439	2.64x (+0.27)	74	£0.25	1.89%
Catalogue - All Tiny Animals	£802	£1,854	2.31x (-0.75)	68	£0.24	1.91%
Sheply Sheep Catalogue Unboxing Video – Copy	£351	£999	2.85x (+1.06)	28	£0.21	3.01%
Bestsellers 2025 V1 Flexible	£59	£93	1.58x (-1.11)	4	£0.22	2.92%
Heart & Flowers Catalogue Unboxing Video	£31	£44	1.43x (+0.46)	2	£0.33	2.92%
Autumn Bestsellers Carousel	£10	£0	0.00x (-1.12)	0	£0.76	0.74%
Spring/Summer 2025 V1 Flexible	£9	£0	0.00x (-0.77)	0	£0.24	2.76%
Happy Heart Balloon - Over 100 To Choose From – Copy 2	£9	£46	5.17x (+5.17)	1	£0.40	1.76%
Heart & Flowers - Over 100 To Choose From – Copy	£9	£53	6.09x (+1.01)	2	£0.32	2.66%
Tea Party - Cold Gifting - Catalogue	£6	£0	0.00x (-2.80)	0	£0.51	1.65%
Tiny Animal Takeover - Collecting - Catalogue	£5	£0	0.00x (-2.39)	0	£0.32	2.41%
Birthday Balloon - What I Ordered vs What I Got?	£4	£0	0.00x (+0.00)	0	£0.48	1.99%
Sheply - Over 100 To Choose From	£2	£0	0.00x (-10.87)	0	£0.25	3.24%
Looking For A Unique Birthday Present?	£2	£0	0.00x (+0.00)	0	£0.14	5.20%
POV: Unboxing (Sheply Original) a Tiny Animal from Sew Heart Felt V2	£1	£0	0.00x (+0.00)	0	£0.67	1.96%
UK Testing Campaign
Wedding Mice - Moby 2 – V3 Copy - Keepsake / heirloom angle	£317	£821	2.59x (+0.11)	23	£0.36	1.18%
Gift Box Reel V2	£270	£799	2.96x (+0.75)	28	£0.47	1.31%
Gift Box Reel	£50	£103	2.05x (+2.05)	4	£0.59	0.96%
Gift Box Carousel	£25	£156	6.22x (+5.09)	5	£0.46	0.79%
Gift Box Carousel V2	£5	£29	5.59x (+5.59)	1	£0.52	0.59%

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	£750	89	£2,185 -13.7%	2.91x (+0.50)	£0.68	0.75%	-28.4%	57.3%	0.0%	42.7%
CS \| Performance Max \| All Products \| UK	£377	44	£826 -0.6%	2.19x (+0.67)	£0.22	1.94%	-31.2%	26.2%	0.4%	73.4%
CS \| Search \| Brand \| UK	£220	97	£1,810 +11.9%	8.23x (+0.03)	£0.44	28.76%	+11.5%	73.8%	0.0%	26.2%
CS \| Shopping \| Low \| All Products \| UK	£44	9	£253 -0.9%	5.71x (+2.77)	£0.48	0.49%	-48.9%	58.8%	0.0%	41.2%
Total	£1,391	239	£5,073	3.65x	£0.41	1.32%	-26.0%

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	£750	64	£32	£2,071	2.76x	89	£25	£2,185	2.91x
CS \| Performance Max \| All Products \| UK	£377	32	£36	£1,153	3.06x	44	£19	£826	2.19x
CS \| Shopping \| Low \| All Products \| UK	£44	5	£36	£180	4.05x	9	£28	£253	5.71x
Total	£1,172	101	£34	£3,404	2.91x	142	£23	£3,264	2.79x

Branded Campaigns (Brand Search + Low Shopping)

Campaign	Spend	First Click				Linear
		Conv	AOV	Revenue	ROAS	Conv	AOV	Revenue	ROAS
CS \| Search \| Brand \| UK	£220	45	£37	£1,646	7.49x	97	£19	£1,810	8.23x
Total	£220	45	£37	£1,646	7.49x	97	£19	£1,810	8.23x

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 Felt Sheep \| Sew Heart Felt	£34	£60	1.75x	2	31	+3.1%	-5.3%	-8.1%
Hearts and Flowers Felt Sheep \| Felt Animals \| Sew Heart Felt	£33	£140	4.25x	7	49	-	-	-
Bride and Groom Wedding Mice - Sew Heart Felt	£31	£91	2.95x	3	47	-75.0%	-78.8%	-15.4%
Sheply Sheep with Heart Balloon \| Sew Heart Felt	£26	£50	1.91x	3	15	-45.8%	-66.4%	-38.1%
Kids' Unicorn Slippers \| Sew Heart Felt 4-5Y, Size 10 (17cm)	£26	£48	1.85x	2	25	+84.9%	-48.6%	-72.2%
Total (5 products)	£150	£389	2.59x	16	167	-89.9%	-90.1%	-2.0%

Klaviyo Campaigns

Klaviyo

Campaign	Recipients	Open Rate	Click Rate	CTOR	Revenue	Conv	Unsubs
08/09 - Bag Tag Buddies Launch Trade (B2B) 2026	1,158	48.8%	0.8%	1.6%	£219.69	1	7
11/09 - September Re-Stock 2026	38,528	67.4%	1.1%	1.6%	£1,205.16	33	121
13/09 - Bag Tag Buddies In Stock 2026	44,716	54.9%	1.4%	2.6%	£1,068.33	28	138
Total	84,402				£2,493.18	62	266

Klaviyo Flows

Klaviyo

Automated flow performance for the reporting period, compared to the rolling 30-day weekly average (2026-08-15 to 2026-09-13).

Flow	Recipients	Open Rate	Click Rate	Revenue	Rev/Recipient	Rev vs 30d Avg	RPR vs 30d Avg
TH \| Welcome Flow - Evergreen	217	43.8%	6.1%	£458.37	£2.11	+190.4%	+21.8%
TH \| Abandoned Checkout - Evergreen - Unveild	97	57.7%	7.2%	£132.35	£1.36	+9.5%	-10.2%
TH \| Abandoned Cart - Evergreen - Unveild	63	57.1%	4.8%	£112.96	£1.79	+42.9%	-28.5%
TH \| Welcome Flow - Evergreen - Unveild	11	45.5%	9.1%	£93.96	£8.54	+231.9%	+167.5%
TH \| Post Purchase (New vs. Returning) - July 2025 [Evergreen]	454	59.6%	4.6%	£81.96	£0.18	+142.9%	+93.9%
TH \| Sunset Unengaged - Mar 2025	1,462	13.7%	1.1%	£71.96	£0.05	+68.6%	+92.3%
TH \| Abandoned Cart - Evergreen	16	18.7%	12.5%	£59.98	£3.75	+53.4%	+121.4%
TH \| Back In Stock Flow - July 2025	7	57.1%	14.3%	£54.96	£7.85	+186.1%	+62.1%
TH \| Customer Winback - Feb 2025	383	43.5%	0.5%	£46.89	£0.12	+131.4%	+49.5%
TH \| Abandoned Checkout - Evergreen	69	39.1%	2.9%	£30.98	£0.45	-70.7%	-67.1%
TH \| Okendo Review Request - November, 2025	556	51.5%	5.0%	£23.98	£0.04	+15.6%	+3.1%
TH \| Order Delivered [Transactional]	429	51.1%	0.9%	£23.98	£0.06	-51.7%	-39.2%
TH \| Fulfilled Order [transactional]	450	73.7%	11.2%	£23.98	£0.05	-58.7%	-51.3%
TH \| Out For Delivery [Transactional]	339	61.4%	8.6%	£0.00	£0.00	-100.0%	-100.0%
TH \| Site Abandonment Email - Evergreen	643	72.9%	1.4%	£0.00	£0.00	-	+0.0%
TH \| Low Stock Alert - July 2025	133	70.5%	3.0%	£0.00	£0.00	-100.0%	-100.0%
3. TH \| Giftnote 🎁 - Received Gift Order (Recipient), November 2025	40	69.5%	2.6%	£0.00	£0.00	-	+0.0%
TH \| Site Abandonment Email - Evergreen - Unveild	42	54.8%	7.1%	£0.00	£0.00	-100.0%	-100.0%
2. TH \| Giftnote 🎁 - Gift Order Delivered (Customer), November 2025	20	55.0%	5.0%	£0.00	£0.00	-	+0.0%
TH \| Browse Abandonment - Evergreen	31	61.3%	3.2%	£0.00	£0.00	-	+0.0%
TH \| Okendo Review Created - November, 2025	46	60.9%	8.7%	£0.00	£0.00	-100.0%	-100.0%
TH \| Browse Abandonment - Evergreen - Unveild	117	65.8%	3.4%	£0.00	£0.00	-100.0%	-100.0%
TH \| Nurture Flow - July 2025	249	47.4%	0.8%	£0.00	£0.00	-100.0%	-100.0%
TH \| Birthday Series - Feb 2025	20	80.0%	20.0%	£0.00	£0.00	-100.0%	-100.0%
Wholesale B2B - Welcome Flow - Evergreen	5	100.0%	0.0%	£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	10	70.0%	0.0%	£0.00	£0.00	-	+0.0%

Channel	Orders	Revenue	% of Orders	% of Revenue	Orders Δ
Meta	79	£2,228	15.1%	10.0%	-4.8%
Google	111	£3,594	21.2%	16.1%	-22.9%
Direct	186	£6,796	35.5%	30.4%	+2.8%
Organic	17	£543	3.2%	2.4%	+6.3%
Other	131	£9,221	25.0%	41.2%	-9.0%

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