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.
• 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 of flat spend is a loss.
• 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 · Cut the loss-making Meta spend now. September is running at 0.70× (€400 spent, €279 back) on one tired campaign. Pause or halve it today, launch the approved creative on the new page, and only scale spend back up once ROAS clears a set floor (target ≥ 1.5×). Do not keep paying more than the shop returns.
• 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.