Month-on-month (Aug vs Jul) · full-month trend (May → Aug) · weekly spotlight · Shopware · GA4 · Meta Ads
Scope: MENFIT web shop only (Shopware · menfit.com). Excludes marketplace (e.g. Amazon) and retail/wholesale channels.
✓ Tracking fixed & verified since ~8 Jul (Google Ads repointed, consent granting, Meta CAPI + de-dup live). Sales and GA4 traffic are complete for all of August (to 31 Aug).Meta spend is complete to 25 Aug (€1,408); the final 6 days weren't retrievable at build (both Meta connectors down), so August Meta spend + ROAS are shown for the 1–25 window and marked ¹. Google Ads drove 0 conversions / €0 (GA4) — negligible; spend still pending.
At a glance — August vs July (full months) · chips vs July
Revenue (Shopware)
€1,717
21 orders · vs €2,012 Jul
▼ -15% · vs Jul
Orders
21
vs 24 in July
▼ -12% · vs Jul
Avg order value
€81.78
vs €83.82 Jul
▼ -2% · vs Jul
New customers
16
vs 12 in July
▲ +33% · vs Jul
MENFIT Power €
€1,607
vs €1,373 Jul
▲ +17% · vs Jul
MENFIT Power share
94%
of revenue · vs 68% Jul
▲ +25pp · vs Jul
▸ August in a nutshell
Revenue softened month-on-month. August closed at €1,717 on 21 orders — -15% vs July's €2,012, and the lowest of the last four months. It was fewer orders (21 vs 24, -12%) at a slightly lower AOV (€81.78, -2%).
But the leading indicator turned up.16 new customers vs 12 in July (+33%) — the first monthly rise since May, breaking the 24 → 18 → 12 slide. And MENFIT Power deepened to 94% of revenue (Power € +17%). So the month bought more first-time buyers and leaned harder on Power, even as total revenue dipped.
The shape of the month tells the story: a strong first half (€1,152 across Aug 4–17) gave way to a soft second half (€566 across Aug 18–31). Momentum faded into month-end — the last week (Aug 25–31) was the quietest at €222 / 4 orders.
Campaign efficiency is the concern. Meta spend kept rising while revenue softened, so blended ROAS eased to ~1.06× (Aug 1–25) from July's 1.3×. Spend is running above July's level for a lower return. That declining efficiency is exactly what the creative refresh needs to reverse. (Final 6 days of Meta spend pending a connector fix.)
Full-month trend — May → August
Month
Revenue
Orders
AOV
New
Sessions
Power %
Meta spend
ROAS
May
€2,155
27
€79.81
24
714
54%
€1,063
2.03×
June
€1,852
25
€74.09
18
717
60%
€1,079
1.72×
July
€2,012
24
€83.82
12
659
68%
€1,567
1.28×
August
€1,717
21
€81.78
16
479
94%
€1,408¹
1.06×¹
¹ August Meta spend (€1,408) and ROAS (1.06×) cover 1–25 Aug only — the final 6 days weren't retrievable at build (both Meta connectors down). ROAS is on the matching 1–25 window (Shopware ÷ Meta). All other August figures are the full month. ROAS = Shopware revenue ÷ Meta spend.
Monthly revenue: €2,155 → €1,852 → €2,012 → €1,717 (May→Aug). August is the softest of the four, dragged by a weak second half.
New customers: 24 → 18 → 12 → 16 (May→Aug). August is the first monthly increase since May — the acquisition work is showing through, even as revenue dipped.
August — weekly spotlight
The four weeks of August, week by week. (▲▼ = vs the previous week.)
Week
Sessions
Orders
Revenue
New
Power u
Power €
Aug 4–10
109
6
€562
5
6
€562
Aug 11–17
118▲+8%
6▲+0%
€590▲+5%
4▼-20%
6
€546
Aug 18–24
111▼-6%
5▼-17%
€344▼-42%
5▲+25%
5
€343
Aug 25–31 letzte Woche
85▼-23%
4▼-20%
€222▼-35%
2▼-60%
3
€156
August opened strong (€562, €590) then faded (€344, €222); the last week was the quietest of the month at 4 orders. Sessions eased in step (85 last week vs 109 in week 1). On small weekly volumes the swings are large, but the second-half fade is the clear pattern to watch into September.
Insights — what the numbers are telling us
August revenue fell month-on-month. €1,717 vs July's €2,012 (-15%) — the lowest of the last four months — on fewer orders (21 vs 24) and a soft second half. Not a collapse, but a clear down month.
New customers turned up — the one clearly good signal. 16 vs 12 in July (+33%), the first monthly increase since May. The acquisition work is landing even though revenue dipped; protect and build on it.
The month faded in its second half. First half €1,152 (Aug 4–17) vs second half €566 (Aug 18–31). Whatever drove the strong open lost steam — worth understanding before it carries into September.
Power concentration is very high (~94%). Power is 94% of August revenue (up from 68% in July). Great that it sells, but the business is leaning almost entirely on one product — a deliberate risk to manage.
Ad efficiency eased as spend rose. Blended ROAS 2.0× → 1.7× → 1.3× (May→Jul), and ~1.06× for Aug 1–25 on €1,408 spend. Spend is running above July for a lower return — the creative refresh needs to reverse this. (Final 6 days of Meta pending.)
Google Ads is not a factor. Across July–August, GA4 attributes Google paid (Search + PMax) just ~120 sessions and 0 conversions / €0 revenue. MenFit runs on Meta + Direct; if any budget sits on Google it's converting nothing — decide whether to keep it. (Spend figure pending the Ads API.)
Recommendations
Ship the creative refresh now — top priority. Efficiency is sliding (ROAS ~1.06× vs 1.3× in July) and the month faded in its second half. The new UGC (gym/kitchen) plus the new Power page are the levers to lift conversion and reopen reach.
Build on the acquisition gain. New customers rose for the first time since May — put budget and the fresh creative behind it so the September funnel keeps widening rather than slipping back.
Fix mobile conversion. Mobile is where paid traffic lands and where conversion is weakest — the new Power page must be mobile-first (sticky buy bar, express pay). This is the biggest on-site CRO lever.
Reduce single-product risk. ~94% of revenue is MENFIT Power. Run the Power replenishment email (reorder cadence ~2–3 months) and start testing a second hero SKU.
Close the data gaps. Restore the Meta connector (for the final Aug days + live ROAS), reconnect Google Ads, add a campaignCode to Meta URLs, and unify all channels in BigQuery (MX²).
// SOURCES · SALES: Shopware 6 Admin API (menfit.com), full month to 31 Aug · TRAFFIC: GA4 property 518453521, to 31 Aug ·
META: act_257999488596895 "Libido steigern" — to 25 Aug only (¹ final 6 days pending, connectors down) · GOOGLE ADS: GA4 attribution 0 conv / €0; spend pending
// WINDOWS · Month-on-month = August vs July (full months) · Last week = Aug 25–31 vs Aug 18–24 · Trend = full months May–Aug · Weekly spotlight = the four weeks of August · Apr–Jun sales validated vs known figures
// Generated 2026-08-19 · Propaganda Solutions · updates auto-deploy to menfit.mx2.ai