MENFIT — September Pacing (to 11 Sep)

At a glance — September so far (1–11 Sep) vs the same days last month (1–11 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 11 Sep)

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

Two flat weeks at ~€222 (Aug 19–Sep 1), a lift to €335 in Sep 2–8, then this week so far (Sep 9–11, three days) at €56 on 1 order. Sessions have kept sliding (108 → 82 → 72 → 23). The store is running well below its ~€500+ good weeks; the fixes going live this weekend are what change that.

Insights — what the numbers are telling us

• September is pacing -44% vs August's opening. €391 vs €699 for the same 11 days, on 6 orders vs 8. It's fewer orders and smaller baskets: AOV €65.24 vs €87.42 (-25%).
• The Power mix has collapsed — this is the core problem. Power is 34% of September revenue vs 94% in early August (Power € -80%). The 3-month Power protocol — the margin engine — has stopped selling. Everything else follows from this.
• Traffic is thinning. 108 sessions (Sep 1–11) vs 179 (Aug 1–11), -40%. Fewer visitors on top of smaller baskets — the funnel is narrowing at the top and the middle at once.
• Since Wednesday: flat, as expected. Sep 9–11 brought 1 order (€56) on 23 sessions. No fix was live yet — the checkout extension only went on Friday and the new page isn't deployed. This is the "before" baseline; the weekend is the first real test.
• Ad efficiency has gone underwater — the most urgent issue. September's first week (live from Ads Manager): €400 Meta spend for €279 webshop revenue = ROAS 0.70×, down from August's 0.99× and July's 1.28×. The shop is now taking back less than the ad spend, on one active campaign with tired creative. Every day on the old setup is a loss — the fixes below are how the same spend starts converting.
• 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 · Fix the Meta engine — don't switch it off. September runs at 0.70× because one January campaign carries all the spend into a broken mobile funnel. Fix in this order: launch the approved UGC as a fresh ad set; rebuild the audience off actual purchasers (lookalikes) plus a retargeting pool (visitors, add-to-cart, checkout abandoners); confirm the campaign optimises for Purchase with clean CAPI events; point everything at the one converting page. Hold budget steady while the new page + checkout land, then scale into a ROAS floor of ≥1.5×.
• 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 €65.24.
• 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.