Marketing
At a glance
What changed
Popups and sign-up forms
Sign-ups are counted in Mailchimp. The sign-up rate comes from GA4 (sign-ups ÷ times shown), which misses people who decline cookies on both sides, so the rate is fair but GA4's own counts run low.
Ads by product
“Return per £1” is the revenue each platform claims, divided by spend. Both platforms can claim the same order, so it overstates. Spend as a % of that product's actual online sales is the number to trust. Meta is 7-day click; the figure with view-through (people who saw an ad but didn't click) is shown in grey.
Every campaign
Seaweed baths
Online sales
Net of VAT and discounts, without gift cards or till sales. Same rules as the Weekly KPI sheet.