Sew Heart Felt

6 of 30 days reported (20% 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 £4,328.49 Revenue

Campaigns Sent

prev: 2

Total Recipients

125,096

prev: 72,500

Campaign Revenue

£4,328.49

prev: £2,596.55

+66.7%

Conversions

122

Campaign	Sent	Recipients	Revenue	Conv	Open Rate	Click Rate
31/08 - August End of Summer Sale 2026 - Last Chance	Mon 31 Aug	45,844	£2,346.43	60	64.5%	1.6%
06/09 - Bag Tag Buddies Launch 2026	Sun 6 Sept	39,492	£1,198.88	38	61.7%	2.0%
04/09 - Autumn Collection Launch 2026	Fri 4 Sept	36,046	£665.83	20	71.0%	1.2%
01/09 - US Open Tennis 2026	Tue 1 Sept	3,714	£117.35	4	73.9%	0.9%

4 campaigns sent (vs 2 last week). Campaign revenue up 67% to £4,328.49.

highCROSS-CHANNELEmail Driving 25% of Total Revenue

Email Revenue

£4,867.25

% of Store Revenue

25.4%

Total email revenue (campaigns + flows): £4,867.25, accounting for 25% of store revenue. Shopify email-attributed orders also up +200.0%.

mediumBRANDED SEARCHBranded Search Up 4%

Branded Clicks

547

Branded Revenue

£1,749

Branded ROAS

8.87x

Branded campaigns: 547 clicks (+4.4% WoW) at 8.87x ROAS. Revenue: £1,749.

mediumPAID CHANNELSPaid Channel Efficiency Declined

Meta ROAS

2.47x

prev: 4.48x

-44.9%

Google ROAS

2.93x

prev: 5.22x

-43.8%

Total Spend

£4,945

prev: £5,252

Meta ROAS declined from 4.48x to 2.47x (-44.9%). Google ROAS declined from 5.22x to 2.93x (-43.8%).

lowFLOWSFlows Spiked: £124.93 from 2 flows

TH | Okendo Review Request

£64.96

355 recipients | £0.18/recip

TH | Sunset Unengaged

£59.97

2,065 recipients | £0.03/recip

Flow	Recipients	Revenue	Rev/Recip	Conv	vs Last Week
TH \| Okendo Review Request - November, 2025	355	£64.96	£0.18	1	NEW
TH \| Sunset Unengaged - Mar 2025	2,065	£59.97	£0.03	1	NEW

2 flows spiked significantly. TH | Okendo Review Request - November, 2025: £64.96 (vs £0 last week). TH | Sunset Unengaged - Mar 2025: £59.97 (vs £0 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 28%

Meta Ads 24%

Organic/Social 19%

Klaviyo 18%

Excluded 8%

Google Ads: £5,303

Meta Ads: £4,655

Organic/Social: £3,675

Klaviyo: £3,382

Excluded: £1,510

Direct: £425

shop_app: £129

Non-attributed: £99

Notify Me_SMS: £26

Email (Other): £6

Channel	Revenue (Linear)	% Share	Orders	Spend	ROAS (TW Linear)	vs Prev
Google Ads	£5,303	27.6%	277	£1,881	2.82x	-22.2%
Meta Ads	£4,655	24.2%	268	£3,064	1.52x	-50.7%
Organic/Social	£3,675	19.1%	179	-	-	-25.1%
Klaviyo	£3,382	17.6%	194	-	-	-8.8%
Excluded	£1,510	7.9%	50	-	-	-10.6%
Direct	£425	2.2%	12	-	-	+45.5%
shop_app	£129	0.7%	10	-	-	+14.4%
Non-attributed	£99	0.5%	3	-	-	-62.4%
Notify Me_SMS	£26	0.1%	3	-	-	-
Email (Other)	£6	0.0%	1	-	-	-29.5%
Total	£19,209	100%	575	£4,945	3.88x

Trend Watch

Revenue

£19,175

Avg: £19,874

▶ FLAT

Orders

574

Avg: 532

▲ UP

AOV

£33.41

Avg: £37.76

▼ DOWN2w streak

Total Spend

£4,945

Avg: £5,066

▶ FLAT

Blended ROAS

3.89x

Avg: 3.47x

▲ UP

Meta Spend

£3,064

Avg: £3,744

▼ DOWN

Meta ROAS

2.47x

Avg: 2.57x

▶ FLAT

Meta CPC

£0.29

Avg: £0.28

▲ UP

YoY Comparison

Current week vs same week last year (1 Sept 2025 - 7 Sept 2025).

Shopify

Meta

Google

Metric	This Week	Last Year	Change
Revenue	£19,175	£17,276	+11.0%
Orders	574	454	+26.4%
AOV	£33.41	£38.05	-12.2%
Total Spend	£4,945	£4,077	+21.3%
Blended ROAS	3.89x	4.24x	-8.2%
Meta Spend	£3,064	£2,908	+5.4%
Meta ROAS	2.47x	2.74x	-9.8%
Google Spend	£1,881	£1,170	+60.8%
Google ROAS	2.93x	3.92x	-25.3%

Key Findings

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

Product Growth Dog Walker Mouse revenue up +63.6% (£469 vs £287).

Product Growth Happy Heart Balloon Mouse revenue up +56.6% (£439 vs £280).

Category Bag Tags category up +100.0% (£1,109 vs £0).

Category slippers category up +66.1% (£1,302 vs £784).

Meta Ad Catalogue - All Tiny Animals delivering 3.06x ROAS on £398 spend (41 purchases).

Meta Ad Summer Sale Carousel Ad delivering 5.51x ROAS on £99 spend (21 purchases).

Email 31/08 - August End of Summer Sale 2026 - Last Chance generated £2,346.43 revenue from 45,844 recipients (1.6% CTR).

Email 06/09 - Bag Tag Buddies Launch 2026 generated £1,198.88 revenue from 39,492 recipients (2.0% CTR).

Revenue Store revenue down -30.0% WoW (£19,175 vs £27,411).

Product Decline Cricketer Mouse revenue down -84.7% (£244 vs £1,595). Worth investigating.

Product Decline Gold Blocked Heart Glass Display Dome revenue down -78.9% (£100 vs £475). Worth investigating.

Product Decline NEW Sarg Seagull revenue down -75.4% (£118 vs £480). Worth investigating.

Category Christmas Decoration category down -78.9% (£100 vs £475).

Meta Ad Shift Sandy Rock Pooling Mouse - What a Find (Watercolour) ROAS declined from 12.10x to 2.65x WoW.

Meta Ad Shift Summer Sale Carousel Ad ROAS declined from 8.32x to 5.51x WoW.

Conversion Rates

Meta

Google

Meta: 2.38% (-1.03pp)

Google: 4.94% (-1.64pp)

Blended: 3.13% (-0.96pp)

Product Mix Shifts

Shopify

Product Type	Current Share	Avg Share	Shift
Other	75.1%	87.9%	-12.7pp
Bag Tags	6.5%	0.0%	+6.5pp
slippers	7.6%	2.2%	+5.4pp

New vs Returning

Shopify

New 63%

Returning 37%

Segment	Customers	Cust Δ
New	364	-32.8%
Returning	210	-18.6%
Total	574	-28.2%

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 256.

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	£2,280	197	£3,495 -25.0%	1.53x (-0.46)	£0.29	1.77%	-2.7%
UK Testing Campaign	£672	24	£464 -66.3%	0.69x (-1.29)	£0.35	1.27%	-3.3%
Summer Sale 2026	£112	28	£405 -86.9%	3.61x (-0.83)	£0.20	2.21%	-83.9%
Total	£3,064	249	£4,364	1.42x	£0.29	1.67%	-17.9%

Meta Ads

Meta

Top 20 of 41 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	£1,191	£2,822	2.37x (-0.86)	91	£0.29	1.59%
Catalogue - All Tiny Animals	£398	£1,218	3.06x (+0.17)	41	£0.31	1.47%
Sheply Sheep Catalogue Unboxing Video – Copy	£341	£610	1.79x (-2.02)	22	£0.27	2.67%
Bestsellers 2025 V1 Flexible	£157	£424	2.69x (+0.10)	14	£0.26	2.47%
Heart & Flowers Catalogue Unboxing Video	£68	£66	0.96x (-3.46)	3	£0.28	3.05%
Spring/Summer 2025 V1 Flexible	£31	£24	0.77x (-0.40)	1	£0.28	2.60%
Tea Party - Cold Gifting - Catalogue	£21	£60	2.81x (+0.10)	1	£0.53	1.72%
Autumn Bestsellers Carousel	£21	£24	1.13x	1	£0.34	1.39%
Happy Heart Balloon - Over 100 To Choose From – Copy 2	£13	£0	0.00x (-3.10)	0	£0.45	1.78%
Tiny Animal Takeover - Collecting - Catalogue	£10	£24	2.39x (+2.39)	1	£0.63	1.76%
UK Testing Campaign
Wedding Mice - Moby 2 – V3 Copy - Keepsake / heirloom angle	£321	£799	2.49x (-0.98)	22	£0.37	1.23%
Gift Box Reel V2	£102	£227	2.21x	6	£0.39	1.30%
Sandy Rock Pooling Mouse - What a Find (Watercolour)	£87	£231	2.65x (-9.45)	8	£0.27	1.46%
Gift Box Reel	£52	£0	0.00x	0	£0.42	1.27%
Gift Box Carousel V2	£28	£0	0.00x	0	£0.37	0.80%
Moe Fishing Duck - Gone Fishing - Watercolour	£25	£178	7.02x (+6.06)	5	£0.29	1.48%
Gift Box Carousel	£23	£26	1.13x	1	£0.32	0.99%
Sunny Surfer Dude - Wave Background	£22	£0	0.00x (-1.34)	0	£0.22	1.96%
Sandy Rock Pooling Mouse - Blue Background	£10	£0	0.00x (-11.84)	0	£0.30	1.32%
Summer Sale 2026
Summer Sale Carousel Ad	£99	£547	5.51x (-2.80)	21	£0.20	2.15%

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	£1,048	99	£2,532 +50.0%	2.42x (-0.38)	£0.76	0.73%	+73.7%	63.6%	0.0%	36.4%
CS \| Performance Max \| All Products \| UK	£549	49	£831 -46.2%	1.51x (-1.11)	£0.25	1.67%	-7.0%	24.0%	14.3%	61.6%
CS \| Search \| Brand \| UK	£197	106	£1,617 -45.3%	8.20x (-5.31)	£0.36	28.50%	-9.9%	74.8%	0.0%	25.2%
CS \| Shopping \| Low \| All Products \| UK	£87	19	£255 -56.4%	2.93x (-2.55)	£0.52	0.65%	-18.5%	59.8%	0.0%	40.2%
Total	£1,881	273	£5,235	2.78x	£0.44	1.23%	+23.8%

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	£1,048	73	£34	£2,479	2.37x	99	£26	£2,532	2.42x
CS \| Performance Max \| All Products \| UK	£549	44	£28	£1,237	2.25x	49	£17	£831	1.51x
CS \| Shopping \| Low \| All Products \| UK	£87	10	£28	£280	3.22x	19	£13	£255	2.93x
Total	£1,684	127	£31	£3,997	2.37x	167	£22	£3,618	2.15x

Branded Campaigns (Brand Search + Low Shopping)

Campaign	Spend	First Click				Linear
		Conv	AOV	Revenue	ROAS	Conv	AOV	Revenue	ROAS
CS \| Search \| Brand \| UK	£197	40	£38	£1,518	7.70x	106	£15	£1,617	8.20x
Total	£197	40	£38	£1,518	7.70x	106	£15	£1,617	8.20x

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 - Sew Heart Felt	£123	£308	2.51x	11	188	+30.3%	-62.8%	-71.5%
Happy of Heart Balloon Felt Mouse \| Sew Heart Felt	£77	£285	3.69x	12	68	+81.0%	+237.0%	+86.2%
NEW Beautiful Bouquet Duck - Sew Heart Felt	£68	£162	2.36x	8	81	+6.5%	-13.0%	-18.3%
Hearts and Flowers Sheep - Sew Heart Felt	£67	£104	1.56x	5	91	+57.8%	-53.3%	-70.4%
Hiking Mouse - Sew Heart Felt	£50	£104	2.07x	5	47	+196.8%	-2.3%	-67.1%
Total (5 products)	£385	£963	2.50x	41	475	-63.6%	-75.4%	-32.5%

Klaviyo Campaigns

Klaviyo

Campaign	Recipients	Open Rate	Click Rate	CTOR	Revenue	Conv	Unsubs
31/08 - August End of Summer Sale 2026 - Last Chance	45,844	64.5%	1.6%	2.5%	£2,346.43	60	224
01/09 - US Open Tennis 2026	3,714	73.9%	0.9%	1.2%	£117.35	4	9
04/09 - Autumn Collection Launch 2026	36,046	71.0%	1.2%	1.7%	£665.83	20	134
06/09 - Bag Tag Buddies Launch 2026	39,492	61.7%	2.0%	3.2%	£1,198.88	38	129
Total	125,096				£4,328.49	122	496

Klaviyo Flows

Klaviyo

Automated flow performance for the reporting period, compared to the rolling 30-day weekly average (2026-08-08 to 2026-09-06).

Flow	Recipients	Open Rate	Click Rate	Revenue	Rev/Recipient	Rev vs 30d Avg	RPR vs 30d Avg
TH \| Abandoned Checkout - Evergreen	94	83.0%	7.4%	£153.63	£1.63	+26.2%	-4.4%
TH \| Okendo Review Request - November, 2025	355	59.9%	3.7%	£64.96	£0.18	+202.8%	+359.2%
TH \| Sunset Unengaged - Mar 2025	2,065	7.6%	0.5%	£59.97	£0.03	+131.6%	+89.2%
TH \| Low Stock Alert - July 2025	77	79.2%	6.5%	£57.95	£0.75	+16.8%	+8.6%
TH \| Welcome Flow - Evergreen	69	46.4%	1.4%	£52.98	£0.77	-8.9%	-39.3%
TH \| Order Delivered [Transactional]	721	52.4%	0.8%	£43.97	£0.06	-0.2%	-24.0%
TH \| Abandoned Checkout - Evergreen - Unveild	76	78.9%	7.9%	£30.99	£0.41	-69.8%	-71.7%
TH \| Back In Stock Flow - July 2025	5	80.0%	20.0%	£27.38	£5.48	+328.6%	+300.0%
TH \| Post Purchase (New vs. Returning) - July 2025 [Evergreen]	345	58.8%	3.2%	£24.98	£0.07	+17.5%	+7.6%
TH \| Site Abandonment Email - Evergreen - Unveild	25	54.2%	8.3%	£21.95	£0.88	+328.6%	+276.0%
TH \| Nurture Flow - July 2025	234	45.3%	0.9%	£0.00	£0.00	-100.0%	-100.0%
2. TH \| Giftnote 🎁 - Gift Order Delivered (Customer), November 2025	36	58.3%	0.0%	£0.00	£0.00	-	+0.0%
TH \| Browse Abandonment - Evergreen	18	44.4%	0.0%	£0.00	£0.00	-	+0.0%
TH \| Out For Delivery [Transactional]	570	58.8%	8.8%	£0.00	£0.00	-100.0%	-100.0%
Wholesale B2B - Welcome Flow - Evergreen	4	50.0%	0.0%	£0.00	£0.00	-	+0.0%
TH \| Abandoned Cart - Evergreen	23	47.8%	4.3%	£0.00	£0.00	-100.0%	-100.0%
TH \| Abandoned Cart - Evergreen - Unveild	19	78.9%	5.3%	£0.00	£0.00	-100.0%	-100.0%
TH \| Customer Winback - Feb 2025	224	48.4%	0.0%	£0.00	£0.00	-100.0%	-100.0%
TH \| Okendo Review Created - November, 2025	20	70.0%	0.0%	£0.00	£0.00	-100.0%	-100.0%
TH \| Browse Abandonment - Evergreen - Unveild	73	54.8%	5.5%	£0.00	£0.00	-100.0%	-100.0%
3. TH \| Giftnote 🎁 - Received Gift Order (Recipient), November 2025	41	52.5%	0.0%	£0.00	£0.00	-	+0.0%
TH \| Birthday Series - Feb 2025	17	76.5%	23.5%	£0.00	£0.00	-100.0%	-100.0%
TH \| Welcome Flow - Evergreen - Unveild	7	42.9%	0.0%	£0.00	£0.00	-100.0%	-100.0%
TH \| Fulfilled Partial Order [transactional]	8	37.5%	0.0%	£0.00	£0.00	-	+0.0%
1. TH \| Giftnote 🎁 - Placed Gift Order (Customer), November 2025	26	61.5%	3.8%	£0.00	£0.00	-	+0.0%
TH \| Fulfilled Order [transactional]	682	75.8%	14.9%	£0.00	£0.00	-100.0%	-100.0%
TH \| Site Abandonment Email - Evergreen	301	73.4%	2.7%	£0.00	£0.00	-100.0%	-100.0%

Channel	Orders	Revenue	% of Orders	% of Revenue	Orders Δ
Meta	84	£2,476	14.6%	12.9%	-57.6%
Google	144	£5,050	25.1%	26.3%	-5.3%
Email	3	£97	0.5%	0.5%	+200.0%
Direct	183	£6,051	31.9%	31.6%	-37.5%
Organic	16	£528	2.8%	2.8%	-15.8%
Other	144	£4,974	25.1%	25.9%	+5.1%

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