Sew Heart Felt

1 of 30 days reported (3% 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 £3,847.78 Revenue

Campaigns Sent

prev: 4

Total Recipients

76,068

prev: 73,657

Campaign Revenue

£3,847.78

prev: £1,895.95

+102.9%

Conversions

Campaign	Sent	Recipients	Revenue	Conv	Open Rate	Click Rate
Meet Our New Christmas Tree Decorations	Sun 1 Nov	38,046	£1,592.31	30	58.4%	1.5%
27/10 - Christmas Tree Toppers B2B 2026	Tue 27 Oct	622	£1,055.18	2	51.7%	1.5%
27/10 - Halloween Extra 20% Off 2026	Tue 27 Oct	33,557	£703.12	21	69.8%	0.6%
US version	Sun 1 Nov	3,843	£497.17	5	64.0%	1.7%

4 campaigns sent (vs 4 last week). Campaign revenue up 103% to £3,847.78.

highFLOWSFlows Spiked: £1,198.18 from 7 flows

TH | Abandoned Cart

£316.71

331 recipients | £0.96/recip

TH | Nurture Flow

£268.44

751 recipients | £0.36/recip

TH | Abandoned Cart

£216.13

268 recipients | £0.81/recip

Flow	Recipients	Revenue	Rev/Recip	Conv	vs Last Week
TH \| Abandoned Cart - Evergreen	331	£316.71	£0.96	8	NEW
TH \| Nurture Flow - July 2025	751	£268.44	£0.36	2	NEW
TH \| Abandoned Cart - Evergreen - Unveild	268	£216.13	£0.81	8	+92.2%
TH \| Price Drop Notification - July 2025	540	£151.22	£0.28	5	NEW
TH \| Abandoned Checkout - Evergreen	1,048	£97.36	£0.09	2	+145.4%

7 flows spiked significantly. TH | Abandoned Cart - Evergreen: £316.71 (vs £0 last week). TH | Nurture Flow - July 2025: £268.44 (vs £0 last week). TH | Abandoned Cart - Evergreen - Unveild: £216.13 (+92.2% WoW).

highCROSS-CHANNELEmail Driving 30% of Total Revenue

Email Revenue

£7,377.23

% of Store Revenue

29.7%

Total email revenue (campaigns + flows): £7,377.23, accounting for 30% of store revenue. Shopify email-attributed orders also up +100.0%.

mediumBRANDED SEARCHBranded Search Up 9%

Branded Clicks

696

Branded Revenue

£2,894

Branded ROAS

10.04x

Branded campaigns: 696 clicks (+9.4% WoW) at 10.04x ROAS. Revenue: £2,894.

mediumPAID CHANNELSPaid Channel Efficiency Improved

Meta ROAS

1.87x

prev: 1.55x

+20.6%

Google ROAS

5.14x

prev: 4.36x

+17.8%

Total Spend

£5,920

prev: £6,062

Meta ROAS improved from 1.55x to 1.87x (+20.6%). Google ROAS improved from 4.36x to 5.14x (+17.8%).

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

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 24%

Organic/Social 17%

Klaviyo 14%

Excluded 8%

Meta Ads: £6,985

Google Ads: £6,078

Organic/Social: £4,197

Klaviyo: £3,554

Excluded: £1,968

Non-attributed: £1,219

Direct: £538

facebo: £100

shop_app: £95

chatgpt_ads: £56

TikTok Ads: £20

Channel	Revenue (Linear)	% Share	Orders	Spend	ROAS (TW Linear)	vs Prev
Meta Ads	£6,985	28.2%	337	£4,760	1.47x	+14.9%
Google Ads	£6,078	24.5%	263	£1,160	5.24x	+35.6%
Organic/Social	£4,197	16.9%	171	-	-	+42.9%
Klaviyo	£3,554	14.3%	166	-	-	+30.7%
Excluded	£1,968	7.9%	59	-	-	+3.5%
Non-attributed	£1,219	4.9%	34	-	-	−31.1%
Direct	£538	2.2%	12	-	-	−8.9%
facebo	£100	0.4%	2	-	-	-
shop_app	£95	0.4%	6	-	-	+4.3%
chatgpt_ads	£56	0.2%	3	-	-	-
TikTok Ads	£20	0.1%	1	-	-	-
Total	£24,811	100%	662	£5,920	4.19x

Trend watch

Revenue

£24,874

Avg: £22,776

▲ UP

Orders

662

Avg: 571.625

▲ UP

AOV

£37.57

Avg: £39.75

▼ DOWN

Total Spend

£5,920

Avg: £5,793

▶ FLAT2w streak

Blended ROAS

4.04x

Avg: 3.44x

▲ UP2w streak

Meta Spend

£4,760

Avg: £4,139

▲ UP2w streak

Meta ROAS

1.87x

Avg: 2.03x

▼ DOWN2w streak

Meta CPC

£0.32

Avg: £0.29

▲ UP2w streak

YoY comparison

Current week vs same week last year (27 Oct 2025 - 2 Nov 2025).

Shopify

Meta

Google

Metric	This week	Last year	Change
Revenue	£24,874	£28,829	−13.7%
Orders	662	654	+1.2%
AOV	£37.57	£44.08	−14.8%
Total Spend	£5,920	£5,557	+6.5%
Blended ROAS	4.04x	5.19x	−22.1%
Meta Spend	£4,760	£3,676	+29.5%
Meta ROAS	1.87x	2.95x	−36.5%
Google Spend	£1,160	£1,881	−38.3%
Google ROAS	5.14x	4.46x	+15.3%

Key findings

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

Product Growth Halloween Tiny Animals Bundle revenue up +64.0% (£492 vs £300).

Product Growth NEW Beautiful Bouquet Duck revenue up +72.6% (£478 vs £277).

Product Growth Hiking Mouse revenue up +63.4% (£361 vs £221).

Meta Campaign CS | Evergreen | CBO | Tiny Animals ROAS up from 1.53x to 2.06x. Spend: £3,523.

Google Ad Group Exact Match UK ROAS improved from 6.37x to 9.97x.

Email Meet Our New Christmas Tree Decorations generated £1,592.31 revenue from 38,046 recipients (1.5% CTR).

Email 27/10 - Christmas Tree Toppers B2B 2026 generated £1,055.18 revenue from 622 recipients (1.5% CTR).

Revenue Store revenue down −14.5% WoW (£24,874 vs £29,083).

AOV Average order value decreased −22.9% to £37.57.

Product Decline Shirley Sheep Rug revenue down −100.0% (£0 vs £360). Worth investigating.

Product Decline NEW Agatha Witch on a Broom Decoration revenue down −100.0% (£0 vs £391). Worth investigating.

Product Decline Agatha the Witch Halloween Decorations Bundle revenue down −100.0% (£0 vs £1,004). Worth investigating.

Category Felt Animal Rugs category down −100.0% (£0 vs £360).

Category Felt Halloween Decorations category down −96.8% (£60 vs £1,898).

Category Felt Hand Puppets category down −87.7% (£92 vs £748).

Conversion rates

Meta

Google

Meta: 1.98% (+0.31pp)

Google: 5.92% (+0.04pp)

Blended: 2.59% (+0.27pp)

Product mix shifts

Shopify

Product Type	Current Share	Avg Share	Shift
Felt Christmas Decorations	15.8%	12.0%	+3.8pp
Children's Felt Slippers	3.0%	7.7%	-4.7pp
Felt Halloween Decorations	0.3%	6.9%	-6.6pp
Other	-0.3%	54.8%	-55.0pp

New vs returning

Shopify

New 73%

Returning 27%

Segment	Customers	Cust Δ
New	480	+12.9%
Returning	182	+5.8%
Total	662	+10.9%

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 264.

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	£3,523	209	£4,521 +13.4%	1.28x (+0.28)	£0.31	2.26%	−11.0%
CS \| Concepts Test \| New Cuts \| Oct 26	£1,237	40	£915	0.74x	£0.38	2.51%	-
CS \| Testing \| CBO \| Concept Tests	£0	7	£68 −92.0%	0.00x (-1.09)	£0.00	0.00%	−100.0%
Total	£4,760	256	£5,504	1.16x	£0.32	2.31%	−3.6%

Meta Ads

Meta

Top 20 of 63 active ads by spend. Grouped by campaign.

Ad	Spend	Revenue	ROAS	Purch	CPC	CTR
CS \| Evergreen \| CBO \| Tiny Animals
Ad 91 \| Video \| Heart and Flowers Sheep \| The Story Behind The Sheep - C2 V1 \| Founder Story \| None \| OG	£1,182	£2,330	1.97x (+0.47)	81	£0.26	2.79%
Ad 20 \| Catalogue \| All Tiny Animals \| Gifting, Collector, Craft, Review \| Product Catalogue \| None \| OG	£698	£1,848	2.65x (-2.22)	58	£0.32	1.87%
Ad 101 \| Catalogue \| All Tiny Animals \| No Primary Copy \| Product Catalogue \| None \| PI	£646	£1,377	2.13x (+0.99)	45	£0.33	1.78%
Tiny Friends For Big Moments - Knitting Nell - Catalogue	£226	£485	2.15x (+0.77)	17	£0.35	3.12%
Sheply Sheep Catalogue Unboxing Video – Copy	£192	£239	1.24x (-0.13)	6	£0.35	2.79%
Ad 69 \| Image \| Pumpkin the Cat \| Halloween Sale \| 20% Off \| OG	£81	£47	0.58x	1	£0.47	1.52%
Ad 89 \| Video \| Tiny Animals Range \| Designed Around People - 5.0 \| Founder Story \| None \| OG	£70	£297	4.21x (+2.07)	9	£0.32	3.81%
Ad 121 \| Image \| Shop Til You Drop Sheep \| Back In Stock After Selling Out \| Lifestyle \| None \| PI	£63	£60	0.95x	2	£0.36	1.61%
Ad 69 \| Video \| Tiny Animals Best Sellers \| Three Reasons These Are Bad Gifts \| Captions Video \| None \| PI	£40	£242	5.98x (+3.94)	7	£0.49	1.71%
Ad 18 \| Image \| Bride & Groom Mice \| The Cake Topper You Keep \| Real Wedding Lifestyle \| None \| OG	£35	£142	4.04x (+3.08)	4	£0.17	4.66%
CS \| Concepts Test \| New Cuts \| Oct 26
Ad 112 \| Video \| Tiny Animals Range \| Find The Perfect Gift - Remake 7 \| Review Testimonial \| None \| OG	£663	£669	1.01x	21	£0.36	2.63%
Ad 102 \| Video \| Tiny Animals Range \| Designed Around People - C1 V2 5.0 OG Hook Short \| Founder Story \| None \| OG	£92	£173	1.87x	5	£0.39	2.93%
Ad 117 \| Video \| Nurse Mouse \| Thinking About You - C3 Re-Edit Long No CTA \| UGC \| None \| OG	£80	£86	1.08x	4	£0.42	2.30%
Ad 111 \| Video \| Tiny Animals Range \| Find The Perfect Gift - Remake 2 \| Review Testimonial \| None \| OG	£77	£135	1.76x	4	£0.41	2.02%
Ad 110 \| Video \| Tiny Animals Range \| Find The Perfect Gift - Remake 1 \| Review Testimonial \| None \| OG	£64	£44	0.68x	2	£0.38	2.04%
Ad 114 \| Video \| Heart and Flowers Sheep \| The Story Behind The Sheep - C2 Re-Edit V3 \| Founder Story \| None \| OG	£62	£166	2.68x	5	£0.39	2.94%
Ad 108 \| Video \| Knitting Nell \| Crafts Mum - C6 V3 BTW Hook No CTA \| UGC \| None \| OG	£51	£117	2.27x	4	£0.50	2.07%
Ad 113 \| Video \| Heart and Flowers Sheep \| The Story Behind The Sheep - C2 Re-Edit V2 \| Founder Story \| None \| OG	£41	£44	1.08x	2	£0.40	2.55%
Ad 107 \| Video \| Knitting Nell \| Crafts Mum - C6 V3 Casey Hook CTA \| UGC \| None \| OG	£28	£44	1.59x	2	£0.49	1.90%
Ad 109 \| Video \| Knitting Nell \| Crafts Mum - C6 V3 Casey Hook No CTA \| UGC \| None \| OG	£24	£80	3.34x	2	£0.52	2.10%

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	£466	64	£1,407 +13.2%	3.02x (+0.18)	£0.36	1.59%	+6.5%	33.5%	0.3%	66.2%
CS \| Search \| Brand \| UK	£288	127	£2,597 +36.8%	9.01x (+2.39)	£0.41	30.55%	+0.5%	71.5%	0.0%	28.5%
CS \| Shopping \| High \| All Products \| UK	£286	45	£1,267 +5.8%	4.42x (+1.10)	£0.61	0.92%	−20.5%	47.6%	0.0%	52.4%
CS \| Shopping \| Low \| All Products \| UK	£120	26	£732 +537.5%	6.12x (+3.33)	£0.46	0.76%	+190.8%	60.9%	0.0%	39.1%
Total	£1,160	262	£6,003	5.18x	£0.43	1.61%	+3.1%

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	£466	49	£35	£1,706	3.66x	64	£22	£1,407	3.02x
CS \| Shopping \| High \| All Products \| UK	£286	38	£48	£1,811	6.32x	45	£28	£1,267	4.42x
CS \| Shopping \| Low \| All Products \| UK	£120	12	£43	£514	4.30x	26	£28	£732	6.12x
Total	£872	99	£41	£4,031	4.62x	135	£25	£3,406	3.91x

Branded Campaigns (Brand Search + Low Shopping)

Campaign	Spend	First Click				Linear
		Conv	AOV	Revenue	ROAS	Conv	AOV	Revenue	ROAS
CS \| Search \| Brand \| UK	£288	46	£39	£1,800	6.24x	127	£20	£2,597	9.01x
Total	£288	46	£39	£1,800	6.24x	127	£20	£2,597	9.01x

Google Shopping products

Google

Top 5 of 5 shopping products by spend.

Product	Spend	Revenue	ROAS	Conv	Clicks	Spend Δ	Rev Δ	ROAS Δ
Hearts and Flowers Felt Sheep \| Felt Animals \| Sew Heart Felt	£36	£232	6.39x	11	66	+18.9%	+108.6%	+75.5%
Bride and Groom Wedding Mice	£32	£129	4.07x	3	55	−21.8%	+4.3%	+33.4%
Happy of Heart Balloon Felt Mouse \| Felt Animals \| Sew Heart Felt	£24	£18	0.74x	1	41	+35.7%	−82.0%	−86.7%
The Complete Nativity Set	£22	£0	0.00x	0	55	+6.4%	−100.0%	−100.0%
Star of Wonder Mouse Tree Topper	£21	£28	1.35x	1	61	+162.3%	+100.0%	+100.0%
Total (5 products)	£135	£407	3.02x	16	278	−80.3%	−83.4%	−16.1%

Klaviyo campaigns

Klaviyo

Campaign	Recipients	Open Rate	Click Rate	CTOR	Revenue	Conv	Unsubs
27/10 - Christmas Tree Toppers B2B 2026	622	51.7%	1.5%	3.0%	£1,055.18	2	5
27/10 - Halloween Extra 20% Off 2026	33,557	69.8%	0.6%	0.8%	£703.12	21	101
Meet Our New Christmas Tree Decorations	38,046	58.4%	1.5%	2.6%	£1,592.31	30	100
US version	3,843	64.0%	1.7%	2.6%	£497.17	5	7
Total	76,068				£3,847.78	58	213

Klaviyo flows

Klaviyo

Automated flow performance for the reporting period, compared to the rolling 30-day weekly average (2026-10-03 to 2026-11-01).

Flow	Recipients	Open Rate	Click Rate	Revenue	Rev/Recipient	Rev vs 30d Avg	RPR vs 30d Avg
TH \| Welcome Flow - Evergreen	1,626	47.9%	2.7%	£1,484.47	£0.91	+6.1%	+10.0%
TH \| Abandoned Cart - Evergreen	331	49.2%	4.5%	£316.71	£0.96	+328.6%	+76.4%
TH \| Nurture Flow - July 2025	751	47.5%	0.9%	£268.44	£0.36	+226.5%	+255.4%
TH \| Abandoned Checkout - Evergreen - Unveild	435	48.4%	4.4%	£249.56	£0.57	−43.4%	−52.0%
TH \| Abandoned Cart - Evergreen - Unveild	268	49.4%	6.7%	£216.13	£0.81	+104.9%	+0.3%
TH \| Welcome Flow - Evergreen - Unveild	159	55.2%	7.0%	£180.50	£1.14	−15.4%	−14.8%
TH \| Price Drop Notification - July 2025	540	65.6%	5.9%	£151.22	£0.28	+154.0%	−33.7%
TH \| Low Stock Alert - July 2025	165	73.3%	3.6%	£116.42	£0.71	−11.9%	−19.9%
TH \| Okendo Review Created - November, 2025	70	51.4%	4.3%	£109.97	£1.57	+50.3%	+18.7%
TH \| Abandoned Checkout - Evergreen	1,048	10.4%	0.9%	£97.36	£0.09	−27.4%	+166.9%
TH \| Site Abandonment Email - Evergreen	491	60.8%	3.1%	£95.35	£0.19	+49.0%	−0.0%
TH \| Post Purchase (New vs. Returning) - July 2025 [Evergreen]	2,148	52.4%	2.9%	£65.93	£0.03	−38.8%	−40.7%
TH \| Browse Abandonment - Evergreen - Unveild	384	57.1%	3.4%	£57.48	£0.15	−29.2%	−45.4%
TH \| Okendo Review Request - November, 2025	1,561	47.2%	3.5%	£52.97	£0.03	+170.4%	+129.4%
TH \| Order Delivered [Transactional]	564	52.7%	1.1%	£23.98	£0.04	−71.3%	−69.1%
TH \| Site Abandonment Email - Evergreen - Unveild	145	53.1%	2.8%	£23.98	£0.17	+60.7%	+13.0%
TH \| Back In Stock Flow - July 2025	51	68.6%	3.9%	£18.98	£0.37	−86.2%	−85.9%
TH \| Fulfilled Order [transactional]	553	73.9%	10.5%	£0.00	£0.00	−100.0%	−100.0%
TH \| Coupon Reminder - Mar 2025	2	100.0%	0.0%	£0.00	£0.00	-	0.0%
2. TH \| Giftnote 🎁 - Gift Order Delivered (Customer), November 2025	28	82.1%	7.1%	£0.00	£0.00	-	0.0%
TH \| Browse Abandonment - Evergreen	84	48.8%	2.4%	£0.00	£0.00	−100.0%	−100.0%
TH \| Out For Delivery [Transactional]	195	59.0%	6.2%	£0.00	£0.00	−100.0%	−100.0%
TH \| Customer Winback - Feb 2025	149	57.7%	0.7%	£0.00	£0.00	−100.0%	−100.0%
Wholesale B2B - Welcome Flow - Evergreen	4	75.0%	0.0%	£0.00	£0.00	-	0.0%
3. TH \| Giftnote 🎁 - Received Gift Order (Recipient), November 2025	48	64.6%	0.0%	£0.00	£0.00	-	0.0%
1. TH \| Giftnote 🎁 - Placed Gift Order (Customer), Oct 2026 FIXED	23	82.6%	0.0%	£0.00	£0.00	-	0.0%
TH \| Birthday Series - Feb 2025	41	65.9%	17.1%	£0.00	£0.00	-	0.0%
TH \| Fulfilled Partial Order [transactional]	8	37.5%	25.0%	£0.00	£0.00	−100.0%	−100.0%
1. TH \| Giftnote 🎁 - Placed Gift Order (Customer), November 2025	8	75.0%	0.0%	£0.00	£0.00	−100.0%	−100.0%

Channel	Orders	Revenue	% of Orders	% of Revenue	Orders Δ
Meta	130	£3,744	19.6%	15.1%	+49.4%
Google	95	£5,023	14.4%	20.2%	+46.2%
Email	2	£92	0.3%	0.4%	+100.0%
Direct	298	£10,329	45.0%	41.5%	−1.3%
Organic	6	£359	0.9%	1.4%	−14.3%
Other	131	£5,327	19.8%	21.4%	−3.0%

Forecast vs actual - November 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