Monthly summary
each row lists the exact dates it covers · the data window is capped at 60 days, so edge months are partial
| Month | Ad spend (GBP) | Sales (GBP) | Orders | AOV (GBP) | Clicks | Avg CPC (GBP) | MER | NMER | CAC (GBP) | NCAC (GBP) |
|---|
Daily ad spend
GBP · Meta Ads · hover or focus and use arrow keys to read values
Daily sales
GBP · Shopify, net of refunds, by order date
Daily paid clicks
Meta Ads · tooltip shows the day's cost per click
Daily traffic
Shopify online store sessions
Spend by week
GBP · weeks start Monday
Sales by week
GBP · weeks start Monday
Conversion rate
orders ÷ sessions, daily · Shopify
Observations
written July 25, 2026 on the 60 days through July 24, 2026
The July scale-up
Spend rose five-fold on July 1 (£20 to £109 per day) as the North campaign fleet launched alongside the original prospecting campaign. Clicks answered at six times the old rate (9 to 61 per day) and the cost of a click improved from £2.17 to £1.78 — but orders held nearly flat (4.6 to 4.8 per day), so the added traffic has not yet turned into added baskets.
New buyers, rising price
First-time buyers placed 60% of the window's 278 orders and spend more when they arrive — £157 per first order against the £150 overall basket. Scaling has its cost, though: acquiring a new buyer went from £7.94 of ad spend in June to £36.40 in July.
Big days carry the store
Daily sales barely track daily spend (r = 0.06). Revenue concentrates in a few large days — July 1 took £3,128 on just six orders, June 26 £2,227 on six — so with a £150 average basket, single large orders move a day more than ad volume does. Judging the scale-up needs a few more weeks of orders, not clicks.
Meta Ads
Spend by date
GBP · daily
Impressions
Clicks
CPC
Meta Ads campaign performance
GBP · selected range