📊 Ad Spend & MER % TrendDatahub
🎯 Monthly Projections vs Actuals KATELYNDatahub
Projection targets are set in qwProjections config. Actuals from DuckDB. Prior year from DuckDB. Update targets monthly.
🧪 Products by FragranceDatahub
💰 Revenue by FragranceFILTERED
📦 Units by FragranceFILTERED
📈 Channel ROASWINDSOR
| Channel | Spend | Conv Value | ROAS | Purchases | CPC | CTR |
|---|
| Meta Ads | $29,933 | $121,226 | 4.05x | 2,215 | $2.99 | 1.0% |
| Google Ads | $5,661 | $34,645 | 6.12x | 392 | $2.36 | 5.9% |
| Amazon Ads | $3,233 | $18,216 | 5.63x | 553 | $0.95 | 0.9% |
Meta Mar '26 ROAS (4.05x) vs Meta Mar '25 ROAS (based on Adzviser): significant improvement.
Google continues to outperform at 6.12x with highest CTR (5.9%).
🌐 Web Analytics (GA4)NEW — LIVE
Active Users
19,820
Mar '25: 49,775 (-60%)
New Users
18,430
93.0% of active users
Sessions
26,862
Mar '25: 61,120 (-56%)
Engagement Rate
46.9%
Mar '25: 43.4% (+3.5pp)
Conversion Rate
6.29%
Mar '25: 4.71% (+1.6pp)
Avg Session Duration
2:14
Mar '25: 1:50 (+24s)
First-Time Purchasers
1,583
Mar '25: 2,737 (-42%)
Total Purchasers
1,666
Mar '25: 2,849 (-42%)
⚠️ Key insight: Traffic is down 56% YoY but CVR is up 34% (4.71%→6.29%). Revenue per session is significantly higher. Fewer visitors, but better visitors — likely less top-of-funnel prospecting spend.
📡 Traffic Channels (GA4 — March MTD)WINDSOR
Revenue by Channel
Unassigned
$35,237
8.3%
38.2%
Paid Search
$19,227
13.1%
20.9%
Paid Social
$10,787
4.4%
11.7%
Organic Search
$6,365
4.0%
6.9%
Organic Social
$3,041
2.6%
3.3%
Cross-network
$1,081
4.5%
1.2%
⚠️ "Unassigned" is #1 at 38% ($35K) — likely Klaviyo email traffic missing UTM tags. Fix UTM tagging in Klaviyo to properly attribute. Paid Search has highest CVR (13.1%).
🏪 Sales by ChannelDatahub
💵 Net Revenue After Ad SpendDatahub
👥 Customer MixDatahub
LTV KATELYN
$80.64
All-time Shopify (corrected cohorts) · from DuckDB
LTV:CPA KATELYN
3.51x
$80.64 / $22.99 CPA
Frequency KATELYN
4.45
Avg orders/customer (all-time, corrected)
📅 March YoY ComparisonYoY
| Metric | Mar '26 MTD
(19 days) | Mar '25
(full month) | Mar '26
Run Rate | YoY
Run Rate |
|---|
| Total Revenue | $166,100 | $264,851 | $271,005 | +2.3% |
| Shopify Revenue | $123,603 | $182,653 | $201,668 | +10.4% |
| Amazon Revenue | $42,497 | $82,198 | $69,311 | -15.7% |
| Total Ad Spend | $38,827 | $74,182 | $63,349 | -14.6% |
| Meta Spend | $29,933 | $62,998 | $48,838 | -22.5% |
| Google Spend | $5,661 | $1,336 | $9,237 | +591% |
| Amazon Ads Spend | $3,233 | $9,848 | $5,275 | -46.4% |
| MER | 4.28x | 3.57x | 4.28x | +19.9% |
| GA4 Sessions | 26,862 | 61,120 | 43,830 | -28.3% |
| GA4 CVR | 6.29% | 4.71% | — | +33.5% |
| GA4 Purchasers | 1,666 | 2,849 | 2,719 | -4.6% |
Story: With corrected Shopify API revenue, March is actually pacing +2.3% ABOVE Mar '25. MER improved from 3.57x to 4.28x (+20% YoY). Spend is down 15–22%, CVR up 34%. The business is materially more efficient. Google scaled 6x YoY. Validated within 5% of Triple Whale (TW: 4.52x).
Data Sources:
LIVE GA4, Meta Ads, Google Ads, Amazon Ads via Windsor MCP
LIVE Klaviyo via Windsor MCP
BATCH LTV, Frequency from DuckDB (2024-2025)
● Platform fees (est.), COGS (est.)
● Shopify API timeout, Amazon Seller timeout
Updated: March 24, 2026