Week of May 26, 2026 · Trending data: last 7 days (May 26 – June 1) vs. prior week (May 19–25) · May close included
This narrative was regenerated after a data-quality audit. Two sections changed: the Google table now uses settled attribution pulled June 10 (the original used same-morning provisional data, which understated revenue ~60% and dropped the Seasonal PMAX campaign), and the May close below was added (the original month-close trigger failed to fire). Full audit trail: docs/Weekly_Digest_QA_Review_2026-06-10.md.
Shopify (DTC): $223,592 net — down 16.4% YoY · Amazon: $80,831 gross ($53,343 net) — down 11.9% YoY · Wholesale (QBO ledger): $9,514 — up 90.6% YoY ✅ · Cross-channel: down 16.1% net YoY
Wholesale is the only growing channel — and it's growing much faster than previously reported: the QuickBooks wholesale ledger shows May 2025 at $4,990 vs May 2026 at $9,514 (+90.6%), not +20%. Katelyn's manual Amazon figure ($81,992, Seller Central gross) reconciles to the Hub's computed gross within 1.4% — that number is now computed automatically each month-close. All revenue here is Hub basis (net = gross − discounts − returns − platform fees) except where labeled gross; Shopify Analytics "Total sales" runs ~8–10% above gross because it adds shipping + tax.
The Last 7 Days — How It's Going
Shopify (May 26 – June 1): $38,483 revenue · 691 orders · $55.69 AOV
That's ~$5,497/day and ~99 orders/day. Down 15.8% WoW on revenue and 14.3% on order count. If this daily pace holds through June, that projects to roughly $165K Shopify for the month — significantly below May's run rate. The softening is broad-based, not isolated to one channel or product.
Total ad spend (7d): $19,655 (Meta ~$13,463 + Google ~$4,194 + Amazon remainder)
Blended MER: 1.96x — down from 2.03x last week. Every dollar of ad spend is generating $1.96 in Shopify revenue. Still healthy, but the directional trend is negative: spend dropped 12.8% WoW, but revenue dropped faster (15.8%).
Meta — Week Over Week Trend
| Bucket | This Week Spend | Top Ad ROAS | Purchases | Verdict |
|---|---|---|---|---|
| Retargeting | $4,195 | 4.19x | 65 | ✅ Anchor ad still strong |
| CM Master (prospecting) | $6,260 | 1.82x | 56 | ⚠️ Volume leader, mixed efficiency |
| CM New Customers | $1,909 | 1.77x | 24 | ⚠️ Below 2x benchmark |
| DPA / Catalog | $1,099 | 4.69x | 23 | ⚠️ Best performer is paused |
| TOTAL | $13,463 | — | 168 | Spend-weighted efficiency declining |
Total Meta spend is down ~5% WoW. The bucket-level story is polarized: Retargeting's anchor ad (Strikethrough Midnight Orchid) is still the best performer at 4.19x ROAS and 112 purchases, but that one ad is carrying the entire retargeting bucket. CM Master is the biggest spender at $6,260 but efficiency is mixed — the best creative there (Evergreen Bathroom Spa) runs at 1.82x while the volume leader (Linen POV Fastest-way V3) is at 1.39x.
The account is top-heavy. Two ads (Midnight Orchid and Linen POV) account for over $4,000 of the $13,463 total spend. When those two ads have a bad day, the whole account feels it. That's a creative concentration risk.
| Day | Spend | Revenue | ROAS | Signal |
|---|---|---|---|---|
| May 26 (Mon) | $2,124 | — | — | Attribution pending |
| May 27 (Tue) | $1,419 | — | — | Attribution pending |
| May 28 (Wed) | $2,514 | — | — | Attribution pending |
| May 29 (Thu) | $2,889 | — | — | Attribution pending |
| May 30 (Fri) | $1,989 | $3,809 | 1.91x | Soft |
| May 31 (Sat) | $2,528 | $4,704 | 1.86x | Soft |
| Jun 1 (Sun) | $2,571 | — | — | Attribution pending |
Note: Campaign-level revenue attribution is sparse for Mon–Thu and Sunday due to how the data flows into the Hub from CSV imports. The ad-level data from Windsor has complete attribution — that's what powers the top ads table above. Backfilling campaign-level revenue from Windsor is a separate data health task.
Google — Week Over Week Trend
| Campaign | This Week Spend | ROAS | Conversions | Clicks | Verdict |
|---|---|---|---|---|---|
| Branded Search | $2,028 | 5.64x (prior wk 6.85x) | 123 | 948 | ✅ Above 5x benchmark |
| Scents PMAX | $1,335 | 2.16x (prior wk 1.79x) | 36 | 604 | ✅ Improved, above 1.8x |
| Seasonal PMAX | $1,040 | 1.94x (prior wk 2.30x) | 24 | 383 | ⚠️ Slipped, still above threshold |
| Branded PMAX | $304 | 3.77x (prior wk 1.78x) | 17 | 149 | ✅ Big jump |
| TOTAL | $4,709 | 3.71x (prior wk 4.00x) | 200 | 2,084 | Slightly softer, healthy |
What's happening (settled data, June 10): Google is healthy at 3.71x blended ROAS. Branded Search is the workhorse ($2,028/week at 5.64x, above the 5x benchmark). Scents PMAX improved from 1.79x to 2.16x. Seasonal PMAX slipped from 2.30x to 1.94x but stays above threshold. Branded PMAX jumped to 3.77x on small spend. Budget is well allocated — protect Branded Search, let the PMAX campaigns optimize. (The original version of this section judged provisional same-morning data and read as a broad decline; settled attribution shows the opposite.)
| Day | Spend | Revenue | Conversions |
|---|---|---|---|
| May 26 (Mon) | $551 | $987 | 13 |
| May 27 (Tue) | $366 | — | — |
| May 28 (Wed) | $637 | — | — |
| May 29 (Thu) | $1,298 | — | — |
| May 30 (Fri) | $740 | $2,168 | 25 |
| May 31 (Sat) | $602 | $3,037 | 30 |
| Jun 1 (Sun) | $666 | — | — |
Saturday was the strongest day — $3,037 revenue on $602 spend (5.04x). Thursday's spend spike ($1,298) with no attributed revenue looks like an attribution gap, not actual poor performance.
Email — Campaigns & Flows
| Campaign | Recipients | Open Rate | Click Rate | CVR | Revenue | RPR |
|---|---|---|---|---|---|---|
| Last Call Spring Email 2026 | 38,379 | 72.1% | 0.8% | 0.19% | $5,114 | $0.13 |
| Notes from Durham (May 26) | 34,803 | 77.3% | 1.0% | 0.13% | $3,407 | $0.10 |
| Pacific Driftwood Scent Feature (May 31) | 32,965 | 73.9% | 0.8% | 0.16% | $3,298 | $0.10 |
Total campaign revenue: $11,818 across 169 conversions. Open rates are strong (72–77%). Click rates are low (0.8–1.0%) — the emails are getting opened but not driving clicks. The Pacific Driftwood scent feature is performing in line with the others despite being a single-scent focus.
| Flow | Recipients | CVR | Revenue | RPR |
|---|---|---|---|---|
| (RIQ) Welcome Flow — Email #1 | 17,812 | 10.1% | $109,201 | $6.36 |
| [RIQ] Cart Flow — Email 1 (OLD) | 7,707 | 4.3% | $26,519 | $3.45 |
| [RIQ] Checkout Flow — Email 1 (OLD) | 4,438 | 5.5% | $18,358 | $4.14 |
| [RIQ] Browse Flow — Email 1 (OLD) | 11,454 | 2.0% | $14,101 | $1.23 |
| [RIQ] Cart Flow — Email 1 (NEW) | 6,674 | 2.7% | $12,002 | $1.81 |
| Scent Quiz Welcome | 3,957 | 4.7% | $10,317 | $2.69 |
The Welcome Flow is the revenue engine at $109K and $6.36 RPR. The Cart Flow OLD vs NEW split shows the OLD version significantly outperforming (4.3% CVR / $3.45 RPR vs 2.7% / $1.81). Worth investigating whether the NEW version is actually an improvement.
Flags: Post Purchase 1st Order flow is consistently below the $0.15 RPR threshold across multiple message variants. This is the highest-volume post-purchase touch and it's underperforming.
Website — GA4 (Last 7 Days)
Sessions (6 full days): 11,129 · Conversions: ~562 · CVR: 5.05%
| Day | Sessions | CVR | Signal |
|---|---|---|---|
| May 27 (Tue) | 1,937 | 3.9% | Low CVR on high traffic — broad paid day |
| May 28 (Wed) | 1,967 | 6.2% | Best day — likely email or retargeting surge |
| May 29 (Thu) | 1,672 | 4.1% | Lower traffic, lower CVR |
| May 30 (Fri) | 1,939 | 4.9% | Recovering |
| May 31 (Sat) | 1,866 | 5.5% | Weekend uptick in intent |
| Jun 1 (Sun) | 1,748 | 5.7% | Strong weekend CVR |
Notable: chatgpt.com as a referral source with 100% CVR on a tiny sample. Worth watching as an emerging channel. The combined Facebook placements (~122 sessions) roughly match Klaviyo email (122) — paid social and email are driving similar traffic volumes to the site.
Top Sellers — Last 7 Days (Units)
| # | Product | Units |
|---|---|---|
| 1 | Woodland Sage Air + Fabric Spray | 164 |
| 2 | Coastal Tide Air + Fabric Spray | 137 |
| 3 | Linen Air + Fabric Spray | 136 |
| 4 | Blondewood Car Freshener | 124 |
| 5 | Cabana Air + Fabric Spray | 107 |
| 6 | Coconut Soleil Air + Fabric Spray | 100 |
| 7 | Golden Grove Car Freshener | 96 |
| 8 | Blondewood Air + Fabric Spray | 94 |
| 9 | Pacific Driftwood Air + Fabric Spray | 93 |
| 10 | Golden Grove Air + Fabric Spray | 83 |
(Note: 369 additional units from products with null product names — likely bundles/discovery sets where the line-item product name is missing in the orders data.)
What stands out: Woodland Sage continues to dominate at 164 units with no dedicated paid creative — it's pure organic/email/flow demand. Car Fresheners hold two top-10 spots (Blondewood #4, Golden Grove #7), confirming the format is gaining traction. Sprays dominate 8 of the top 10 slots. No candles or diffusers in the top 10 by units.
Customer Experience — Last 7 Days
Snapshot: 165 tickets · 722 Shopify orders · ticket-to-order ratio: 22.9% (roughly 1 ticket per 4.4 orders)
Returns & exchanges: 26 tickets out of 722 orders → 3.6% return rate. Slightly above the prior week's ~3.2%. Still healthy for DTC fragrance.
Flags:
Shopify cross-check (from Gorgias): 722 orders, $45,404 revenue in the Gorgias analytics warehouse vs. $38,483 from fact_shopify_daily. The $6,921 gap is expected — Gorgias uses a different attribution window and includes orders that may not have fully processed yet.
Return themes from ticket subjects: Watch for candle scent-weakness complaints — prior weeks have shown a recurring pattern of "not strong enough" and "can't smell it" mentions on candles (Hibiscus Tea, Woodland Sage, Golden Grove). If this trend persists, it's worth adding a "how to maximize candle scent throw" piece to the post-purchase flow for candle buyers.
Forward Outlook — What to Expect This Week
Revenue projection: At $5,497/day Shopify, June is on pace for $165K. Combined with Amazon (~$80K monthly pace), cross-channel would be ~$245K. That's below May's pace and not enough to reverse YoY decline. The path to improvement runs through two levers: (1) Meta creative refresh to replace fatiguing ads, and (2) email campaign cadence to capture the organic demand that Woodland Sage proves exists.
Meta forecast: The account is running below benchmark across all four buckets when measured at the campaign level. But the ad-level data tells a more nuanced story — Strikethrough Midnight Orchid (4.19x) and Evergreen Bathroom Spa (1.82x) are performing well; it's the long tail of underperforming creatives dragging the aggregates down. The DPA "New Arrivals sticker" being paused at 4.69x ROAS is the single biggest immediate opportunity.
Google is stable. Branded Search at 5.64x is reliable; Scents PMAX improved to 2.16x. No changes needed. (Corrected June 10 with settled attribution.)
Email is reliable. Three campaigns sent, all performing in the 72–77% open rate band. The Welcome Flow at $109K revenue and $6.36 RPR is the account's most valuable automated asset. Post Purchase 1st Order flow consistently underperforming is the biggest optimization opportunity.
Action Items This Week
Meta → Reactivate DPA "New Arrivals sticker" (4.69x ROAS when paused — immediate money left on the table). Investigate why Coastal-Tide Product Focus was paused (2.42x ROAS, $2,957 revenue). Watch Retargeting frequency on Midnight Orchid — if CTR drops below 1%, it's fatiguing. The Linen POV ad at $2,454 spend and 1.39x ROAS is the account's biggest budget line below benchmark — either refresh the creative or reallocate to Evergreen Bathroom Spa.
Google → No changes. Protect Branded Search (5.64x). Let the PMAX campaigns optimize — Scents PMAX is improving (2.16x), Seasonal slipped slightly but is above threshold.
Email → Investigate Cart Flow OLD vs NEW performance gap (4.3% vs 2.7% CVR). Optimize Post Purchase 1st Order flow — it's below $0.15 RPR across every message variant. Consider a Woodland Sage feature campaign — it's the #1 product by units with no dedicated email send.
CX → Close 7 stale tickets. 3.6% return rate is fine but trending up slightly — monitor for scent-specific patterns in return reasons. Consider adding candle scent-throw guidance to the post-purchase flow for candle buyers.
Wholesale → Only growing channel in May (+20% YoY at $9,431). Explore low-hanging fruit to accelerate — new accounts, reorder timing, expanded assortment for existing partners.
Reactivate the DPA "New Arrivals sticker" ad. It's the highest-ROAS ad in the Meta account at 4.69x and it's sitting paused. That's the lowest-effort, highest-impact move available this week. After that, the focus should shift to creative refresh — the Linen POV ad ($2,454/week at 1.39x ROAS) is getting the most budget in CM Master but running below benchmark. Either replace it with Evergreen Bathroom Spa (1.82x) as the primary, or produce new creative to test against it.
Team Meeting Summary