Sew Heart Felt

4 of 31 days reported (13% 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 £2,755.00 Revenue

Campaigns Sent

prev: 2

Total Recipients

111,710

prev: 84,396

Campaign Revenue

£2,755.00

prev: £1,668.69

+65.1%

Conversions

Campaign	Sent	Recipients	Revenue	Conv	Open Rate	Click Rate
04/10 - New Halloween Hanging Witch Decorations Launch 2026 - Email 3	Sun 4 Oct	44,499	£1,419.61	30	58.4%	0.8%
29/09 - World Heart Day 2026	Tue 29 Sept	33,834	£578.71	17	71.1%	0.7%
01/10 - Harvest Festival 2026	Thu 1 Oct	32,194	£495.68	15	74.8%	0.8%
28/09 - Halloween B2B Launch 2026	Mon 28 Sept	1,183	£261.00	1	48.0%	0.7%

4 campaigns sent (vs 2 last week). Campaign revenue up 65% to £2,755.00.

mediumFLOWSFlows Spiked: £879.63 from 5 flows

TH | Abandoned Checkout

£340.89

402 recipients | £0.85/recip

TH | Okendo Review Request

£212.68

1,166 recipients | £0.18/recip

TH | Back In Stock Flow

£156.73

89 recipients | £1.76/recip

Flow	Recipients	Revenue	Rev/Recip	Conv	vs Last Week
TH \| Abandoned Checkout - Evergreen - Unveild	402	£340.89	£0.85	10	+175.0%
TH \| Okendo Review Request - November, 2025	1,166	£212.68	£0.18	1	NEW
TH \| Back In Stock Flow - July 2025	89	£156.73	£1.76	6	+148.1%
TH \| Fulfilled Order [transactional]	565	£88.84	£0.16	4	+270.5%
TH \| Browse Abandonment - Evergreen - Unveild	317	£80.49	£0.25	2	NEW

5 flows spiked significantly. TH | Abandoned Checkout - Evergreen - Unveild: £340.89 (+175.0% WoW). TH | Okendo Review Request - November, 2025: £212.68 (vs £0 last week). TH | Back In Stock Flow - July 2025: £156.73 (+148.1% WoW).

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

mediumCROSS-CHANNELEmail Driving 23% of Total Revenue

Email Revenue

£5,613.43

% of Store Revenue

23.2%

% of Revenue Uplift

101%

Total email revenue (campaigns + flows): £5,613.43, accounting for 23% of store revenue. Email accounts for an estimated 101% of the total revenue uplift vs last week. Shopify email-attributed orders also up +50.0%.

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 28%

Google Ads 27%

Organic/Social 17%

Klaviyo 17%

Excluded 9%

Meta Ads: £6,228

Google Ads: £5,865

Organic/Social: £3,773

Klaviyo: £3,645

Excluded: £1,940

Direct: £415

shop_app: £103

Non-attributed: £22

Notify Me_SMS: £3

Channel	Revenue (Linear)	% Share	Orders	Spend	ROAS (TW Linear)	vs Prev
Meta Ads	£6,228	28.3%	317	£4,223	1.48x	+23.9%
Google Ads	£5,865	26.7%	270	£1,839	3.19x	+24.8%
Organic/Social	£3,773	17.2%	184	-	-	+52.6%
Klaviyo	£3,645	16.6%	196	-	-	+65.8%
Excluded	£1,940	8.8%	57	-	-	+11.3%
Direct	£415	1.9%	12	-	-	-37.2%
shop_app	£103	0.5%	8	-	-	-54.6%
Non-attributed	£22	0.1%	1	-	-	-83.6%
Notify Me_SMS	£3	0.0%	1	-	-	-60.7%
Total	£21,994	100%	625	£6,061	3.63x

Trend Watch

Revenue

£24,207

Avg: £20,501

▲ UP

Orders

633

Avg: 559

▲ UP2w streak

AOV

£38.24

Avg: £36.86

▶ FLAT

Total Spend

£6,061

Avg: £5,184

▲ UP3w streak

Blended ROAS

3.64x

Avg: 3.63x

▶ FLAT2w streak

Meta Spend

£4,223

Avg: £3,665

▲ UP3w streak

Meta ROAS

2.10x

Avg: 2.55x

▼ DOWN

Meta CPC

£0.26

Avg: £0.27

▼ DOWN

YoY Comparison

Current week vs same week last year (29 Sept 2025 - 5 Oct 2025).

Shopify

Meta

Google

Metric	This Week	Last Year	Change
Revenue	£24,207	£22,860	+5.9%
Orders	633	589	+7.5%
AOV	£38.24	£38.81	-1.5%
Total Spend	£6,061	£5,616	+7.9%
Blended ROAS	3.64x	4.07x	-10.6%
Meta Spend	£4,223	£4,649	-9.2%
Meta ROAS	2.10x	2.63x	-20.3%
Google Spend	£1,839	£967	+90.1%
Google ROAS	3.33x	5.35x	-37.8%

Key Findings

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

Revenue Store revenue up +29.8% WoW (£24,207 vs £18,655).

Product Growth Agatha the Witch Halloween Decorations Bundle revenue up +619.0% (£1,948 vs £271).

Product Growth NEW Pumpkin the Cat revenue up +68.8% (£444 vs £263).

Product Growth NEW Shelly the Crabbing Duck revenue up +195.8% (£355 vs £120).

Category Halloween category up +204.9% (£4,993 vs £1,637).

Category Christmas category up +58.6% (£2,216 vs £1,397).

Meta Ad Gift Box Reel delivering 4.05x ROAS on £303 spend (30 purchases).

Meta Campaign UK Testing Campaign ROAS up from 2.83x to 4.03x. Spend: £349.

Shopping Bride and Groom Wedding Mice achieving 4.71x ROAS on £95 spend. Consider increasing bids.

Email 04/10 - New Halloween Hanging Witch Decorations Launch 2026 - Email 3 generated £1,419.61 revenue from 44,499 recipients (0.8% CTR).

Email 29/09 - World Heart Day 2026 generated £578.71 revenue from 33,834 recipients (0.7% CTR).

New Seller Halloween Tiny Animals Bundle generated £792 this week with no sales last week.

New Seller Kids' Odette Swan Slippers generated £324 this week with no sales last week.

Product Decline Knitting Nell Sheep revenue down -31.5% (£292 vs £426). Worth investigating.

Category personalised category down -47.3% (£172 vs £326).

Conversion Rates

Meta

Google

Meta: 1.70% (-0.27pp)

Google: 4.39% (-0.16pp)

Blended: 2.29% (-0.33pp)

Product Mix Shifts

Shopify

Product Type	Current Share	Avg Share	Shift
Halloween	22.8%	2.8%	+20.0pp
Other	53.8%	77.7%	-23.9pp
slippers	8.0%	4.2%	+3.9pp
Christmas	10.1%	6.9%	+3.2pp

New vs Returning

Shopify

New 74%

Returning 26%

Segment	Customers	Cust Δ
New	467	+25.2%
Returning	166	+23.9%
Total	633	+24.9%

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 244.

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	£3,404	191	£4,545 +215.7%	1.34x (+0.34)	£0.25	1.97%	+136.4%
CS \| CBO \| Bag Tags	£470	14	£247	0.53x	£0.22	2.63%	-
UK Testing Campaign	£349	28	£389 -50.4%	1.12x (+0.01)	£0.48	1.07%	-50.8%
UK Evergreen Campaign	£0	66	£836 -67.8%	0.00x (-1.59)	£0.00	0.00%	-100.0%
Total	£4,223	299	£6,018	1.43x	£0.26	1.96%	+11.7%

Meta Ads

Meta

Top 20 of 66 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	£1,712	£3,243	1.89x	121	£0.30	1.42%
Ad 61 \| Image \| Agatha Decorations Bundle \| FREE Agatha on a Broom \| Lifestyle \| Free Agatha with Bundle \| OG	£416	£952	2.29x	23	£0.13	3.52%
Ad 15 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£320	£622	1.95x (-0.79)	17	£0.45	1.51%
Tiny Friends For Big Moments - Knitting Nell - Catalogue	£292	£616	2.11x (-0.22)	20	£0.31	2.77%
Ad 62 \| Image \| Agatha Decorations Bundle \| FREE Agatha on a Broom \| Lifestyle Text Overlay \| Free Agatha with Bundle \| OG	£112	£233	2.08x	6	£0.17	2.86%
Sheply Sheep Catalogue Unboxing Video – Copy	£95	£153	1.61x (+0.05)	6	£0.29	2.64%
Ad 19 \| Image \| Bride & Groom Mice \| The Cake Topper You Keep \| Real Wedding Lifestyle \| None \| OG	£60	£89	1.48x (-0.11)	2	£0.32	2.19%
Ad 63 \| Image \| Agatha Decorations Bundle \| FREE Agatha on a Broom \| Lifestyle Text Overlay \| Free Agatha with Bundle \| OG	£53	£114	2.16x	3	£0.19	2.93%
Ad 14 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£48	£56	1.17x (-0.02)	2	£0.50	1.39%
Ad 18 \| Image \| Bride & Groom Mice \| The Cake Topper You Keep \| Real Wedding Lifestyle \| None \| OG	£45	£95	2.11x (+0.19)	4	£0.13	6.20%
Ad 16 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£32	£34	1.07x (-0.29)	1	£0.60	1.57%
Ad 57 \| Image \| Halloween Tiny Animals Bundle \| FREE Black Cat \| Lifestyle \| Free Black Cat with Bundle \| OG	£31	£101	3.30x	3	£0.17	3.28%
Ad 54 \| Image \| Agatha with Spooky Lantern Decoration \| Meet Agatha the Witch \| Lifestyle \| None \| OG	£30	£109	3.63x	2	£0.21	3.15%
Ad 13 \| Image \| Bride & Groom Mice \| Permanence \| AI Lifestyle with Text Overlay \| None \| OG	£25	£0	0.00x (-1.32)	0	£0.52	1.40%
Ad 49 \| Image \| Witch Mouse and Black Cat \| Meet the Halloween Tiny Animals \| Lifestyle \| None \| OG	£19	£34	1.75x	1	£0.26	2.19%
Ad 60 \| Image \| Agatha Decorations Bundle \| FREE Agatha on a Broom \| Offer Graphic \| Free Agatha with Bundle \| OG	£19	£31	1.62x	1	£0.19	3.24%
CS \| CBO \| Bag Tags
Ad 28 \| Image \| Cuddle You Cat Bag Tag \| Meet Cuddle You Cat \| Studio Product \| None \| OG	£311	£434	1.40x	15	£0.21	2.65%
Ad 21 \| Image \| Bob Dog Bag Tag \| Meet Bob \| Studio Product \| None \| OG	£111	£157	1.42x	6	£0.26	2.34%
UK Testing Campaign
Gift Box Reel	£303	£1,225	4.05x (+1.27)	30	£0.48	1.17%
Gift Box Carousel	£31	£108	3.50x (+2.70)	3	£0.44	0.71%

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	£783	89	£2,240 +58.1%	2.86x (+0.62)	£0.68	0.82%	+24.0%	55.3%	0.0%	44.7%
CS \| Performance Max \| All Products \| UK	£676	62	£1,262 -2.5%	1.87x (-0.01)	£0.26	2.15%	-2.1%	29.2%	2.0%	68.7%
CS \| Search \| Brand \| UK	£275	98	£2,026 +15.0%	7.36x (+0.43)	£0.41	30.18%	+8.2%	83.9%	0.0%	16.1%
CS \| Shopping \| Low \| All Products \| UK	£104	16	£247 +12.9%	2.36x (-1.66)	£0.69	0.52%	+92.1%	53.5%	0.0%	46.5%
Total	£1,839	265	£5,775	3.14x	£0.40	1.56%	+12.7%

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	£783	69	£38	£2,638	3.37x	89	£25	£2,240	2.86x
CS \| Performance Max \| All Products \| UK	£676	43	£35	£1,487	2.20x	62	£20	£1,262	1.87x
CS \| Shopping \| Low \| All Products \| UK	£104	7	£25	£173	1.66x	16	£15	£247	2.36x
Total	£1,563	119	£36	£4,298	2.75x	167	£22	£3,749	2.40x

Branded Campaigns (Brand Search + Low Shopping)

Campaign	Spend	First Click				Linear
		Conv	AOV	Revenue	ROAS	Conv	AOV	Revenue	ROAS
CS \| Search \| Brand \| UK	£275	42	£40	£1,690	6.14x	98	£21	£2,026	7.36x
Total	£275	42	£40	£1,690	6.14x	98	£21	£2,026	7.36x

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	£95	£448	4.71x	16	159	+20.0%	+7.4%	-10.5%
Happy of Heart Balloon Felt Mouse \| Felt Animals \| Sew Heart Felt	£62	£177	2.87x	7	59	+24.3%	+11.7%	-10.1%
Hearts and Flowers Felt Sheep \| Felt Animals \| Sew Heart Felt	£59	£86	1.47x	4	79	+2.2%	+29.3%	+26.4%
Bride and Groom Felt Sheep \| Sew Heart Felt	£45	£146	3.22x	4	53	-15.5%	-20.8%	-6.2%
Agatha Witch on a Broom Felt Halloween Decoration \| Sew Heart Felt	£34	£143	4.20x	4	52	+553.4%	-3.8%	-85.3%
Total (5 products)	£295	£1,000	3.39x	35	402	-75.6%	-71.9%	+15.4%

Klaviyo Campaigns

Klaviyo

Campaign	Recipients	Open Rate	Click Rate	CTOR	Revenue	Conv	Unsubs
29/09 - World Heart Day 2026	33,834	71.1%	0.7%	0.9%	£578.71	17	166
28/09 - Halloween B2B Launch 2026	1,183	48.0%	0.7%	1.4%	£261.00	1	3
01/10 - Harvest Festival 2026	32,194	74.8%	0.8%	1.0%	£495.68	15	145
04/10 - New Halloween Hanging Witch Decorations Launch 2026 - Email 3	44,499	58.4%	0.8%	1.4%	£1,419.61	30	135
Total	111,710				£2,755.00	63	449

Klaviyo Flows

Klaviyo

Automated flow performance for the reporting period, compared to the rolling 30-day weekly average (2026-09-05 to 2026-10-04).

Flow	Recipients	Open Rate	Click Rate	Revenue	Rev/Recipient	Rev vs 30d Avg	RPR vs 30d Avg
TH \| Welcome Flow - Evergreen	1,544	45.6%	3.9%	£1,404.42	£0.91	+26.3%	-22.9%
TH \| Abandoned Checkout - Evergreen - Unveild	402	53.9%	6.2%	£340.89	£0.85	+95.8%	+21.9%
TH \| Okendo Review Request - November, 2025	1,166	49.4%	4.0%	£212.68	£0.18	+151.4%	+132.5%
TH \| Site Abandonment Email - Evergreen	357	58.7%	3.9%	£163.91	£0.46	+108.0%	+155.7%
TH \| Back In Stock Flow - July 2025	89	69.4%	13.9%	£156.73	£1.76	+144.4%	+5.1%
TH \| Abandoned Cart - Evergreen - Unveild	97	53.2%	7.3%	£104.62	£1.08	-17.8%	-31.8%
TH \| Welcome Flow - Evergreen - Unveild	201	55.2%	2.0%	£102.99	£0.51	-35.4%	-63.9%
TH \| Fulfilled Order [transactional]	565	76.5%	12.6%	£88.84	£0.16	+136.8%	+93.5%
TH \| Browse Abandonment - Evergreen - Unveild	317	56.2%	2.5%	£80.49	£0.25	+17.5%	+7.5%
TH \| Order Delivered [Transactional]	448	56.3%	1.6%	£69.95	£0.16	+24.5%	+39.8%
TH \| Out For Delivery [Transactional]	364	62.6%	5.2%	£42.96	£0.12	-34.4%	-28.4%
TH \| Nurture Flow - July 2025	994	40.7%	0.6%	£23.98	£0.02	+328.6%	+197.0%
TH \| Customer Winback - Feb 2025	157	58.0%	0.6%	£21.99	£0.14	+1.5%	+160.9%
TH \| Abandoned Checkout - Evergreen	96	50.0%	6.7%	£21.99	£0.23	-62.8%	-61.8%
TH \| Okendo Review Created - November, 2025	46	54.3%	8.7%	£21.99	£0.48	+7.1%	+29.3%
TH \| Low Stock Alert - July 2025	167	75.9%	4.8%	£0.00	£0.00	-100.0%	-100.0%
TH \| Site Abandonment Email - Evergreen - Unveild	73	57.1%	4.3%	£0.00	£0.00	-	+0.0%
TH \| Post Purchase (New vs. Returning) - July 2025 [Evergreen]	1,581	53.1%	2.6%	£0.00	£0.00	-100.0%	-100.0%
2. TH \| Giftnote 🎁 - Gift Order Delivered (Customer), November 2025	17	82.4%	0.0%	£0.00	£0.00	-	+0.0%
TH \| Browse Abandonment - Evergreen	41	58.5%	0.0%	£0.00	£0.00	-100.0%	-100.0%
TH \| Price Drop Notification - July 2025	10	80.0%	10.0%	£0.00	£0.00	-	+0.0%
3. TH \| Giftnote 🎁 - Received Gift Order (Recipient), November 2025	28	50.0%	7.1%	£0.00	£0.00	-	+0.0%
TH \| Abandoned Cart - Evergreen	14	69.0%	14.3%	£0.00	£0.00	-100.0%	-100.0%
TH \| Birthday Series - Feb 2025	35	57.1%	8.6%	£0.00	£0.00	-	+0.0%
TH \| Fulfilled Partial Order [transactional]	2	50.0%	0.0%	£0.00	£0.00	-	+0.0%
1. TH \| Giftnote 🎁 - Placed Gift Order (Customer), November 2025	17	82.4%	0.0%	£0.00	£0.00	-	+0.0%
Wholesale B2B - Welcome Flow - Evergreen	4	0.0%	0.0%	£0.00	£0.00	-	+0.0%

Channel	Orders	Revenue	% of Orders	% of Revenue	Orders Δ
Meta	119	£3,785	18.8%	15.6%	+26.6%
Google	134	£4,935	21.2%	20.4%	+21.8%
Email	3	£93	0.5%	0.4%	+50.0%
Direct	215	£6,984	34.0%	28.9%	+26.5%
Organic	10	£579	1.6%	2.4%	-9.1%
Other	152	£7,830	24.0%	32.3%	+26.7%

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