Sew Heart Felt

25 of 31 days reported (81% 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: £1,052.35 from 5 flows

TH | Welcome Flow

£430.45

170 recipients | £2.53/recip

TH | Low Stock Alert

£248.88

142 recipients | £1.75/recip

TH | Okendo Review Created

£181.65

77 recipients | £2.36/recip

Flow	Recipients	Revenue	Rev/Recip	Conv	vs Last Week
TH \| Welcome Flow - Evergreen - Unveild	170	£430.45	£2.53	7	+1167.1%
TH \| Low Stock Alert - July 2025	142	£248.88	£1.75	6	+209.3%
TH \| Okendo Review Created - November, 2025	77	£181.65	£2.36	3	NEW
TH \| Abandoned Cart - Evergreen - Unveild	72	£112.43	£1.56	4	+184.8%
TH \| Fulfilled Order [transactional]	848	£78.94	£0.09	3	NEW

5 flows spiked significantly. TH | Welcome Flow - Evergreen - Unveild: £430.45 (+1167.1% WoW). TH | Low Stock Alert - July 2025: £248.88 (+209.3% WoW). TH | Okendo Review Created - November, 2025: £181.65 (vs £0 last week).

mediumEMAILEmail Campaigns Drove £1,759.05 Revenue

Campaigns Sent

prev: 3

Total Recipients

73,656

prev: 74,795

Campaign Revenue

£1,759.05

prev: £1,975.15

−10.9%

Conversions

Campaign	Sent	Recipients	Revenue	Conv	Open Rate	Click Rate
23/10 - Agatha Witch Bundle 24 Left (Not Bought Halloween) 2026	Fri 23 Oct	31,763	£784.63	19	70.0%	0.5%
25/10 - World Pumpkin Day Pumpkin Cat 2026	Sun 25 Oct	37,795	£640.48	16	62.8%	0.5%
23/10 - Cosy Season Slippers & Rugs 2026	Fri 23 Oct	3,693	£333.94	5	48.7%	1.3%
20/10 - Christmas Tiny Animals B2B 2026	Tue 20 Oct	405	£0.00	0	58.2%	0.7%

4 campaigns sent (vs 3 last week). Campaign revenue down 11% to £1,759.05.

mediumPAID CHANNELSPaid Channel Efficiency Improved

Meta ROAS

1.55x

prev: 1.40x

+11.1%

Google ROAS

3.73x

prev: 3.06x

+22.0%

Total Spend

£6,060

prev: £7,370

Google ROAS improved from 3.06x to 3.73x (+22.0%).

ROAS improvements correlate with increased email activity. Email warms audiences and creates brand familiarity, making paid ads more efficient at converting.

mediumCROSS-CHANNELEmail Driving 15% of Total Revenue

Email Revenue

£4,399.56

% of Store Revenue

15.1%

% of Revenue Uplift

73%

Total email revenue (campaigns + flows): £4,399.56, accounting for 15% of store revenue. Email accounts for an estimated 73% 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

Meta Ads 30%

Google Ads 22%

Organic/Social 14%

Klaviyo 13%

Excluded 9%

Non-attributed 8%

Meta Ads: £6,108

Google Ads: £4,485

Organic/Social: £2,926

Klaviyo: £2,700

Excluded: £1,902

Non-attributed: £1,619

Direct: £590

shop_app: £91

shop-website: £84

trustpilot: £15

Email (Other): £14

Channel	Revenue (Linear)	% Share	Orders	Spend	ROAS (TW Linear)	vs Prev
Meta Ads	£6,108	29.7%	286	£4,935	1.24x	−10.8%
Google Ads	£4,485	21.8%	210	£1,124	3.99x	−4.0%
Organic/Social	£2,926	14.2%	169	-	-	−25.1%
Klaviyo	£2,700	13.1%	157	-	-	−4.9%
Excluded	£1,902	9.3%	59	-	-	+81.0%
Non-attributed	£1,619	7.9%	41	-	-	−9.0%
Direct	£590	2.9%	10	-	-	−87.1%
shop_app	£91	0.4%	7	-	-	+55.4%
shop-website	£84	0.4%	1	-	-	-
trustpilot	£15	0.1%	1	-	-	-
Email (Other)	£14	0.1%	2	-	-	-
Total	£20,535	100%	593	£6,060	3.39x

Trend watch

Revenue

£29,186

Avg: £22,554

▲ UP

Orders

600

Avg: 596.625

▶ FLAT2w streak

AOV

£48.64

Avg: £37.95

▲ UP

Total Spend

£6,060

Avg: £5,692

▲ UP

Blended ROAS

3.40x

Avg: 3.66x

▼ DOWN

Meta Spend

£4,935

Avg: £3,988

▲ UP

Meta ROAS

1.55x

Avg: 2.40x

▼ DOWN

Meta CPC

£0.32

Avg: £0.28

▲ UP

YoY comparison

Current week vs same week last year (20 Oct 2025 - 26 Oct 2025).

Shopify

Meta

Google

Metric	This week	Last year	Change
Revenue	£29,186	£23,139	+26.1%
Orders	600	649	−7.6%
AOV	£48.64	£35.65	+36.4%
Total Spend	£6,060	£6,644	−8.8%
Blended ROAS	3.40x	3.48x	−2.4%
Meta Spend	£4,935	£5,105	−3.3%
Meta ROAS	1.55x	2.29x	−32.1%
Google Spend	£1,124	£1,539	−26.9%
Google ROAS	3.73x	4.09x	−8.9%

Key findings

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

Revenue Store revenue up +25.9% WoW (£29,186 vs £23,187).

AOV Average order value increased +27.6% to £48.64.

Product Growth Heart and Flowers Sheep revenue up +116.8% (£929 vs £429).

Product Growth The Complete Nativity Set revenue up +250.0% (£861 vs £246).

Product Growth Dog Walker Mouse revenue up +64.4% (£475 vs £289).

Category Children's Felt Slippers category up +307.7% (£2,135 vs £524).

Category Felt Hand Puppets category up +270.2% (£748 vs £202).

Category Felt Nativity Sets category up +122.2% (£1,179 vs £531).

Email 23/10 - Agatha Witch Bundle 24 Left (Not Bought Halloween) 2026 generated £784.63 revenue from 31,763 recipients (0.5% CTR).

Email 25/10 - World Pumpkin Day Pumpkin Cat 2026 generated £640.48 revenue from 37,795 recipients (0.5% CTR).

New Seller Shirley Sheep Rug generated £360 this week with no sales last week.

Product Decline NEW Lucky The Black Cat Bag Tag revenue down −88.9% (£90 vs £813). Worth investigating.

Product Decline Cordelia Cat Christmas Decoration revenue down −56.4% (£147 vs £337). Worth investigating.

Product Decline Halloween Tiny Animals Bundle revenue down −37.8% (£300 vs £482). Worth investigating.

Conversion rates

Meta

Google

Meta: 1.67% (+0.13pp)

Google: 5.10% (+1.15pp)

Blended: 2.20% (+0.28pp)

Product mix shifts

Shopify

Product Type	Current Share	Avg Share	Shift
Other	-5.0%	66.1%	-71.1pp

New vs returning

Shopify

New 72%

Returning 28%

Segment	Customers	Cust Δ
New	434	−6.7%
Returning	166	+16.1%
Total	600	−1.3%

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 261.

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	£3,955	176	£3,996 −7.1%	1.01x (-0.05)	£0.32	2.44%	−2.9%
CS \| Testing \| CBO \| Concept Tests	£784	32	£856 +15.5%	1.09x (+0.39)	£0.31	2.58%	−26.2%
UK Testing Campaign	£181	14	£272 +10.4%	1.50x (+0.80)	£0.44	1.20%	−48.8%
CS \| CBO \| Bag Tags	£15	1	£49 −91.0%	3.29x (+2.09)	£0.32	2.64%	−96.7%
Total	£4,935	223	£5,172	1.05x	£0.32	2.39%	−16.9%

Meta Ads

Meta

Top 20 of 81 active ads by spend. Grouped by campaign.

Ad	Spend	Revenue	ROAS	Purch	CPC	CTR
CS \| Evergreen \| CBO \| Tiny Animals
Sheply Sheep Catalogue Unboxing Video – Copy	£716	£983	1.37x (+0.11)	35	£0.30	2.94%
Ad 20 \| Catalogue \| All Tiny Animals \| Gifting, Collector, Craft, Review \| Product Catalogue \| None \| OG	£567	£1,144	2.02x (+0.58)	43	£0.32	2.13%
Tiny Friends For Big Moments - Knitting Nell - Catalogue	£490	£674	1.37x (-0.20)	21	£0.39	3.07%
Ad 91 \| Video \| Heart and Flowers Sheep \| The Story Behind The Sheep - C2 V1 \| Founder Story \| None \| OG	£376	£389	1.04x (-0.26)	16	£0.27	2.66%
Ad 51 \| Image \| Agatha Boo Decoration \| Meet Agatha the Witch \| Lifestyle \| None \| OG	£339	£566	1.67x (-0.35)	12	£0.44	1.94%
Ad 101 \| Catalogue \| All Tiny Animals \| No Primary Copy \| Product Catalogue \| None \| PI	£338	£758	2.24x (+1.42)	27	£0.32	2.12%
Ad 61 \| Image \| Agatha Decorations Bundle \| FREE Agatha on a Broom \| Lifestyle \| Free Agatha with Bundle \| OG	£189	£279	1.48x (-0.09)	10	£0.21	2.92%
Ad 20 \| Catalogue \| All Tiny Animals \| Gifting, Collector, Craft, Review \| Product Catalogue \| None \| OG	£74	£363	4.87x (+3.43)	9	£0.39	1.63%
Ad 101 \| Catalogue \| All Tiny Animals \| No Primary Copy \| Product Catalogue \| None \| PI	£67	£77	1.14x (+0.32)	3	£0.39	1.67%
Ad 56 \| Image \| Halloween Tiny Animals Bundle \| FREE Black Cat \| Offer Graphic \| Free Black Cat with Bundle \| OG	£62	£34	0.55x (-0.80)	1	£0.40	1.31%
Ad 89 \| Video \| Tiny Animals Range \| Designed Around People - 5.0 \| Founder Story \| None \| OG	£56	£121	2.15x (+0.91)	5	£0.34	3.46%
Ad 15 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£56	£24	0.43x (-0.42)	1	£0.36	2.70%
Ad 14 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£56	£0	0.00x (-3.45)	0	£0.23	3.34%
Ad 18 \| Image \| Bride & Groom Mice \| The Cake Topper You Keep \| Real Wedding Lifestyle \| None \| OG	£55	£53	0.96x (-1.54)	1	£0.13	5.57%
Heart & Flowers Catalogue Unboxing Video	£52	£125	2.40x (+2.40)	5	£0.51	1.88%
Ad 19 \| Image \| Bride & Groom Mice \| The Cake Topper You Keep \| Real Wedding Lifestyle \| None \| OG	£51	£35	0.69x (+0.35)	1	£0.35	1.95%
CS \| Testing \| CBO \| Concept Tests
Ad 91 \| Video \| Heart and Flowers Sheep \| The Story Behind The Sheep - C2 V1 \| Founder Story \| None \| OG	£360	£541	1.50x (+0.20)	15	£0.26	2.54%
Ad 71 \| Video \| Gardener, Cricketer + Reading Mouse \| A Character For Everyone On Your List - Hook 2 \| UGC \| None \| OG	£73	£22	0.30x (-0.40)	1	£0.42	2.67%
Ad 89 \| Video \| Tiny Animals Range \| Designed Around People - 5.0 \| Founder Story \| None \| OG	£61	£190	3.11x (+1.87)	5	£0.29	4.38%
UK Testing Campaign
Gift Box Reel	£152	£214	1.41x (-0.53)	9	£0.45	1.40%

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	£436	53	£1,243 +49.5%	2.85x (+1.31)	£0.32	1.73%	−19.2%	39.1%	0.0%	60.9%
CS \| Shopping \| High \| All Products \| UK	£360	54	£1,205 −27.2%	3.35x (+0.14)	£0.49	1.01%	−30.2%	47.1%	0.0%	52.9%
CS \| Search \| Brand \| UK	£287	94	£1,898 −5.8%	6.62x (-0.71)	£0.45	32.20%	+4.3%	78.6%	0.0%	21.4%
CS \| Shopping \| Low \| All Products \| UK	£41	8	£109 −28.1%	2.66x (+1.08)	£0.56	0.63%	−57.4%	44.8%	0.0%	55.2%
Total	£1,124	209	£4,455	3.96x	£0.40	1.70%	−21.2%

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 \| Performance Max \| All Products \| UK	£436	40	£35	£1,383	3.17x	53	£23	£1,243	2.85x
CS \| Shopping \| High \| All Products \| UK	£360	39	£36	£1,391	3.86x	54	£22	£1,205	3.35x
CS \| Shopping \| Low \| All Products \| UK	£41	5	£29	£144	3.51x	8	£14	£109	2.66x
Total	£838	84	£35	£2,919	3.48x	115	£22	£2,557	3.05x

Branded Campaigns (Brand Search + Low Shopping)

Campaign	Spend	First Click				Linear
		Conv	AOV	Revenue	ROAS	Conv	AOV	Revenue	ROAS
CS \| Search \| Brand \| UK	£287	32	£35	£1,115	3.89x	94	£20	£1,898	6.62x
Total	£287	32	£35	£1,115	3.89x	94	£20	£1,898	6.62x

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	£41	£123	3.02x	4	72	+18.6%	+392.0%	+314.9%
Hearts and Flowers Felt Sheep \| Felt Animals \| Sew Heart Felt	£30	£110	3.60x	5	64	+13.7%	−9.9%	−20.8%
Hiking Mouse	£26	£21	0.80x	1	46	+6.9%	−77.4%	−78.8%
Agatha Witch on a Broom Felt Halloween Decoration \| Sew Heart Felt	£25	£110	4.41x	3	32	+51.7%	−19.6%	−47.0%
Graduation Felt Mouse \| Sew Heart Felt	£25	£48	1.90x	2	31	+86.9%	+134.3%	+25.4%
Total (5 products)	£148	£412	2.79x	15	245	−84.8%	−82.9%	+12.8%

Klaviyo campaigns

Klaviyo

Campaign	Recipients	Open Rate	Click Rate	CTOR	Revenue	Conv	Unsubs
20/10 - Christmas Tiny Animals B2B 2026	405	58.2%	0.7%	1.3%	£0.00	0	0
25/10 - World Pumpkin Day Pumpkin Cat 2026	37,795	62.8%	0.5%	0.8%	£640.48	16	107
23/10 - Cosy Season Slippers & Rugs 2026	3,693	48.7%	1.3%	2.6%	£333.94	5	11
23/10 - Agatha Witch Bundle 24 Left (Not Bought Halloween) 2026	31,763	70.0%	0.5%	0.8%	£784.63	19	102
Total	73,656				£1,759.05	40	220

Klaviyo flows

Klaviyo

Automated flow performance for the reporting period, compared to the rolling 30-day weekly average (2026-09-26 to 2026-10-25).

Flow	Recipients	Open Rate	Click Rate	Revenue	Rev/Recipient	Rev vs 30d Avg	RPR vs 30d Avg
TH \| Welcome Flow - Evergreen	1,843	42.9%	3.2%	£982.83	£0.53	−31.9%	−38.7%
TH \| Welcome Flow - Evergreen - Unveild	170	50.0%	5.3%	£430.45	£2.53	+138.4%	+134.6%
TH \| Low Stock Alert - July 2025	142	77.5%	9.9%	£248.88	£1.75	+139.3%	+146.5%
TH \| Abandoned Checkout - Evergreen - Unveild	322	59.0%	3.4%	£228.24	£0.71	−46.9%	−41.4%
TH \| Okendo Review Created - November, 2025	77	58.4%	10.4%	£181.65	£2.36	+245.0%	+142.6%
TH \| Browse Abandonment - Evergreen - Unveild	301	57.7%	4.3%	£115.44	£0.38	+41.9%	+31.6%
TH \| Abandoned Cart - Evergreen - Unveild	72	55.6%	5.6%	£112.43	£1.56	+6.9%	+39.6%
TH \| Fulfilled Order [transactional]	848	71.5%	11.3%	£78.94	£0.09	+50.7%	+8.7%
TH \| Order Delivered [Transactional]	650	57.4%	1.4%	£71.94	£0.11	−19.4%	−28.1%
TH \| Post Purchase (New vs. Returning) - July 2025 [Evergreen]	2,118	53.1%	3.3%	£54.96	£0.03	−28.0%	−34.9%
TH \| Fulfilled Partial Order [transactional]	54	72.2%	9.3%	£42.81	£0.79	+328.6%	+20.4%
TH \| Abandoned Checkout - Evergreen	15,265	4.9%	0.2%	£39.67	£0.00	−64.4%	−91.5%
TH \| Back In Stock Flow - July 2025	50	54.0%	6.0%	£28.29	£0.57	−84.1%	−80.6%
TH \| Customer Winback - Feb 2025	114	52.6%	4.4%	£23.98	£0.21	+35.0%	+56.7%
TH \| Site Abandonment Email - Evergreen - Unveild	120	63.3%	2.5%	£0.00	£0.00	−100.0%	−100.0%
TH \| Okendo Review Request - November, 2025	1,419	49.7%	4.4%	£0.00	£0.00	−100.0%	−100.0%
TH \| Nurture Flow - July 2025	912	46.3%	1.1%	£0.00	£0.00	−100.0%	−100.0%
3. TH \| Giftnote 🎁 - Received Gift Order (Recipient), November 2025	26	65.4%	0.0%	£0.00	£0.00	-	0.0%
TH \| Site Abandonment Email - Evergreen	222	51.6%	2.7%	£0.00	£0.00	−100.0%	−100.0%
TH \| Browse Abandonment - Evergreen	36	47.2%	2.8%	£0.00	£0.00	−100.0%	−100.0%
TH \| Out For Delivery [Transactional]	499	63.4%	5.1%	£0.00	£0.00	−100.0%	−100.0%
TH \| Abandoned Cart - Evergreen	186	37.2%	1.6%	£0.00	£0.00	-	0.0%
Wholesale B2B - Welcome Flow - Evergreen	2	100.0%	50.0%	£0.00	£0.00	-	0.0%
TH \| Birthday Series - Feb 2025	38	57.9%	7.9%	£0.00	£0.00	-	0.0%
1. TH \| Giftnote 🎁 - Placed Gift Order (Customer), November 2025	24	87.5%	4.2%	£0.00	£0.00	−100.0%	−100.0%
2. TH \| Giftnote 🎁 - Gift Order Delivered (Customer), November 2025	14	57.1%	0.0%	£0.00	£0.00	-	0.0%

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	87	£2,700	14.5%	9.3%	−25.6%
Google	66	£2,522	11.0%	8.6%	+24.5%
Email	1	£60	0.2%	0.2%	0.0%
Direct	302	£10,329	50.3%	35.4%	−5.9%
Organic	7	£163	1.2%	0.6%	−22.2%
Other	137	£13,411	22.8%	46.0%	+28.0%