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.

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.

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.

Seaweed baths

Online sales

Net of VAT and discounts, without gift cards or till sales. Same rules as the Weekly KPI sheet.