MENFIT — September Pacing (to 8 Sep)

At a glance — September so far (1–8 Sep) vs the same days last month (1–8 Aug) · chips vs Aug

Full-month trend — May → August

All four months are full calendar months, fully sourced (Shopware · GA4 · Meta). ROAS = Shopware webshop revenue ÷ Meta spend (blended MER). Note August's ROAS of 0.99× — spend essentially matched revenue.

Weekly spotlight — last 4 weeks (to 8 Sep)

The four most recent completed weeks, week by week. (▲▼ = vs the previous week.)

Aug 12–18 (€574) was the last strong week. The store then ran near €222 for two weeks before last week (Sep 2–8) recovered to €335. Sessions kept easing across the four weeks (123 → 108 → 82 → 72). The recent weeks are running well below the store's ~€500+ good weeks — the recovery last week is welcome but small.

Insights — what the numbers are telling us

• September is pacing −28% vs August's opening — on the same order count. €335 vs €468 for the same 8 days, both on 5 orders. The whole gap is basket size: AOV €67.07 vs €93.60 (-28%). People are buying — just smaller.
• The Power mix has collapsed — this is the core problem. Power is 40% of September revenue vs 100% in early August (Power € -72%). The 3-month Power protocol — the margin engine — has stopped selling. Everything else follows from this.
• Traffic is thinning. 85 sessions (Sep 1–8) vs 138 (Aug 1–8), -38%. Fewer visitors on top of smaller baskets — the funnel is narrowing at the top and the middle at once.
• One bright spot — last week turned up. Sep 2–8 recovered +51% on the prior week (€335 vs €222) at a better AOV. It's small, and Sep 2 carried most of it, but the direction is right.
• The August efficiency problem is unresolved going in. August closed at ROAS 0.99× (Meta spend €1,728 ≈ the whole webshop revenue). With September pacing lower, spending flat into it would only widen the loss — hence the recommendations below. (Sept Meta spend to be confirmed once the connector clears.)
• Google Ads is not a factor. GA4 attributes Google paid just ~120 sessions and 0 conversions / €0 across recent weeks. MenFit runs on Meta + Direct; Google contributes nothing.

Recommendations

• 1 · Launch the new Power page + approved UGC this week — the single highest-leverage move. Both are ready, and both attack exactly what broke: low AOV and the Power-mix collapse. The page puts the 3-month protocol front-and-centre; the creative is signed off. Get it live and measure AOV + Power share weekly.
• 2 · Make the 3-month Power offer the default. September's problem is small, non-Power baskets. Lead with the −20% 90-day protocol on the page and in ads, add an on-cart upsell (1-month → 3-month), and frame it as the protocol, not a bigger pack. Target: pull Power share back toward 70%+.
• 3 · Trim & restructure Meta spend until efficiency recovers. August ran at 0.99× (≈€1 out for €1 in). Do not hold spend flat into a −28% month: pause the fatigued ad sets, shift budget to the new creative, and cap daily spend to the level the new page can convert. Confirm September spend the moment the connector's back and set a ROAS floor.
• 4 · Win back the lost baskets on-site. Mobile is where paid traffic lands and converts worst — the new page must be mobile-first (sticky buy bar, express pay). Add cart-abandon email + a first-order incentive to lift the AOV that just fell to €67.07.
• 5 · Turn the existing Power base into repeat revenue. Buyers from May–August are due to reorder (~2–3 month cadence). Run the Power replenishment / subscription email now — the cheapest revenue available and it doesn't need new traffic.
• 6 · De-risk the single product. The store is effectively one SKU. Start testing a second hero product so a soft Power week doesn't sink the whole month, and so acquisition has a lower-commitment entry point.