Marketing

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.

Website traffic

From GA4. “Engaged visits” are visits where someone stayed 10 seconds or more, looked at two or more pages, or bought. It is the count to watch: bursts of junk visits (11,000 from Singapore on 16 to 18 October) inflate “all visits” but not this. GA4 misses people who decline cookies, and wildmonskincare.com doesn't send purchases to GA4 yet.

Reviews collected

From REVIEWS.io, by the date each review was left. Invites go out 7 days after an order and pause when the 1,000 a month allowance runs out, so reviews arrive in bursts. Google reviews aren't included yet.

Till receipt QR code

Till receipts print one of three QR codes in turn (newsletter, skincare, Google review). Scans come from the QR link's own log, bots left out, so every scan counts. Receipts are worked out from till orders the same way the receipt picks its code; offline sales print no code, so the rate runs a little low. A customer who scans twice counts twice. Visits and sign-ups come from GA4, which misses people who decline cookies.

Email campaigns

Campaigns sent in this period, from Mailchimp. Clicks are the fairest measure: Apple Mail opens every email it receives, so opens shown here leave those out. Each campaign is compared with your usual click rate to the same list over the last 12 weeks; smaller targeted sends tend to beat the full-list average. Revenue is what Mailchimp credits through its Shopify connection, and it keeps growing for a few days after sending, so a recent campaign looks smaller than it will.

Automated emails (running totals since each started)

Mailchimp only reports automated journeys as totals since each email went live, so these have no before-and-after.

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.