MENFIT — October Closed · Week by Week

October complete vs September · last week (Oct 28 – Nov 3) vs the restart week (Oct 21–27) · day by day · week by week · complete months June–October · Meta ad-level read

Scope & definitions: MENFIT web shop only (Shopware · menfit.com); excludes marketplace and retail/wholesale. Currency EUR. Revenue = Shopware amountTotal (gross, incl. VAT and shipping), all order states counted, cancelled/unpaid stated where present; no refunds recorded since 1 Sep. All windows are Europe/Berlin calendar days, start-inclusive and end-exclusive ("Oct 28 – Nov 3" = 28 Oct 00:00 to 4 Nov 00:00); Shopware stores UTC and is converted explicitly. GA4 property and Meta account both report in Europe/Berlin. "Revenue ÷ spend" is webshop revenue divided by Meta spend on the same days — a blended ratio, not attributed ROAS and not profit.

October closed at €1,403 on 21 orders (20 paid, €1,264.38) against €1,798 on 24 in September: revenue -22%, orders -12%, AOV €66.83 vs €74.90. Meta spend was almost identical (€1,626 vs €1,642), so revenue ÷ spend fell from 1.09 to 0.86 gross (0.78 paid). Three things did it: the seven dark days (Oct 14–20, €0 spend, 0 orders — about 8 orders missing), the 1 Oct price cuts (AOV −11%), and since the restart an ad set that is paid to find cart-adders, not buyers. Last week (Oct 28 – Nov 3): 4 orders, €242, on €453.24 — revenue ÷ spend 0.53, down from 8 orders / 0.95 in the restart week; 426 add-to-carts since the restart have produced 3 pixel purchases. The purchase-optimised ad set has still not served. November starts at €182 / 3 orders in 3 days; today has none so far.

Sources. Shopware Admin API extracted Wed 4 Nov 07:46 CET (October re-pulled complete: 21 orders, 20 paid; last-week window fetched order by order with total-count verification, 4 orders = 4 distinct ids; latest order #21475 at Mon 2 Nov 19:10; no order since); GA4 Data API extracted 4 Nov 07:47 CET, daily through 3 Nov plus 4 Nov intraday; Meta read from Ads Manager on 4 Nov 07:50 CET, campaign / ad set / ad level with a day breakdown (the Madgicx API connector now requires a paid subscription, so no API read; account currency EUR, timezone Europe/Berlin): September €1,641.87, October €1,625.62 (€737.92 on Oct 1–13, €0.00 on Oct 14–20, €648.53 on Oct 21–27, €239.17 on Oct 28–31), last week Oct 28 – Nov 3 €453.24, Nov 1–3 €214.07; 4 Nov intraday not read; Google Ads spend not readable (no API access; GA4 shows google/cpc sessions only). ROAS = Shopware revenue ÷ Meta spend on matched dates. Two measurement notes. (1) The Meta pixel recorded 3 purchases in October against 21 real orders and 1 last week against 4; since the restart the delivering ad set optimises for add-to-cart (Ads Manager result column) and the purchase-optimised set has never served — Meta is optimising blind. (2) GA4 recorded 969 Paid Social sessions from Oct 1 to Nov 3 while Meta counted 4,676 landing-page views; the consent fix in GTM went live around 1 Nov and GA4 sessions have doubled since (139 · 121 · 133 a day vs 52–82 before), so from November GA4 counts consenting visitors immediately — month-on-month session comparisons break at that point. Until then GA4 saw roughly one in seven Meta visitors (cookie consent on mobile is the likely reason). GA4 session counts are therefore a sample, and the conversion rates shown are higher than the true rate on all visitors. The trend across months is still valid (the sampling was the same in June); the absolute level is not. Shopware is the truth for orders and revenue.

At a glance — last week (Oct 28 – Nov 3) vs the restart week (Oct 21–27) · pre-failure reference Oct 7–13: 8 orders / €459 / €399 spend / 1.15

Revenue (Shopware)

€242

4 orders, all paid · restart week €615 (8 orders, 7 paid) · pre-failure €459

▼ -61% · vs Oct 21–27

Orders

restart week 8 · pre-failure 8 · AOV €60.45 · Sat 31 Oct ×1, Mon 2 Nov ×3, five days with none

▼ -50% · vs Oct 21–27

New customers

+2 returning · restart week 6 new + 2 returning · October: 15 new + 6 returning

▼ -67% · vs Oct 21–27

October vs September

€1,403

21 vs 24 orders · €1,798 in Sep (23 paid, €1,703.96) · Oct paid €1,264.38 (20) · AOV €66.83 vs €74.90

▼ -22% · vs September

Meta spend last week

€453.24

revenue ÷ spend 0.53 · restart week €649 at 0.95 gross / 0.73 paid · October €1,626 at 0.86 gross / 0.78 paid · September 1.09

Sessions (GA4)

673

restart week 310 · consent fix live ~1 Nov: 139 · 121 · 133 a day since vs 52–82 before — not comparable · GA4 recorded 4 of 4 paid orders

▸ October vs September — the complete month

	October	September	Change
Orders	21 (20 paid, 1 Klarna cancelled)	24 (23 paid, 1 Klarna cancelled)	-12%
Revenue gross (all states)	€1,403.34	€1,797.56	-22%
Revenue, paid orders	€1,264.38	€1,703.96	-26%
AOV	€66.83	€74.90	-11%
New / returning customers	15 / 6	16 / 7	-6% new
Meta spend	€1,625.62	€1,641.87	-1%
Revenue ÷ spend (gross / paid)	0.86 / 0.78	1.09 / 1.04
Cost per paid order	€81.28	€71.39
Meta landing-page views / add-to-carts / pixel purchases	3,793 / 370 / 3	— / — / —
GA4 sessions* / recorded purchases	708 / 12	267 / 12	+165% sessions
Days with zero spend	7 (Oct 14–20)	0

Reading the month. First half (Oct 1–15): €728.53 / 12 orders, running +86% ahead of September's first half. Second half (Oct 16–31): €674.81 / 9 orders, of which the first five days were the dark week. Product mix October (line value): Protection 3-month 7 u, Power 3-month 9 u (two of them in the cancelled Klarna order), Protection 2-month 2 u, Power 1-month 3 u, Performance 3-month 1 u, Performance 1-month 1 u, Routine bundle 2 u; one promotion code (MENFIT25) and two shipping charges reconcile lines to totals. Protection remains the biggest line without an ad behind it. September had the Routine-bundle week (Sep 23–29, €703) that October never got.

▸ Day by day — last week and this week so far

Day (Berlin)	Meta spend	Impr.	Link clicks	LPV	Add-to-cart (pixel)	Checkout start	Pixel purch.	Shopware orders	Gross	Paid	GA4 sess.
Week Oct 21–27 (restart)	€648.53	38,640	2,786	2,442	224	26	2	8 (7 paid)	€614.86	€475.90	310
Wed 28 Oct	€58.44	3,222	289	254	34	1	0	0	€0.00	€0.00	52
Thu 29 Oct	€69.42	3,408	277	245	26	4	0	0	€0.00	€0.00	64
Fri 30 Oct	€55.02	2,748	222	196	22	0	0	0	€0.00	€0.00	82
Sat 31 Oct	€56.29	2,626	224	204	26	3	0	1	€59.95	€59.95	82
Sun 1 Nov	€79.49	4,375	370	334	36	4	0	0	€0.00	€0.00	139
Mon 2 Nov	€67.98	3,644	282	255	31	4	1	3	€181.85	€181.85	121
Tue 3 Nov	€66.60	3,546	328	294	27	2	0	0	€0.00	€0.00	133
Week Oct 28 – Nov 3	€453.24	23,569	1,992	1,782	202	18	1	4 (4 paid)	€241.80	€241.80	673
Wed 4 Nov · intraday to 07:46 provisional	n/r	n/r	n/r	n/r	n/r	n/r	n/r	0	€0.00	€0.00	6

Last week in one line. 4 orders (all paid), €242, 2 new + 2 returning, AOV €60.45, on €453.24 Meta → revenue ÷ spend 0.53; cost per order €113.31. Orders: Routine bundle (Sat 31 Oct), then Mon 2 Nov: Power 3-month with MENFIT25 (€52.11), Performance 3-month + Protection 1-month (€69.86), Protection 3-month (€59.88). GA4 recorded all four and booked them to Organic Search, Referral, Direct and Paid Search — none to Paid Social, despite 633 Paid Social sessions. Meta spend settled at €55–80/day (campaign budget €65/day); landing-page views €0.25 each, add-to-cart 11% of views, checkout starts 18, pixel purchases 1.

Two weeks since the restart, side by side. Restart week: 8 orders / €615 / €649 spend / 0.95. Last week: 4 orders / €242 / €453 / 0.53. Carts per landing-page view went up (9% → 11%), checkouts per cart went down (12% → 9%), orders per checkout stayed at roughly one in four. The traffic the add-to-cart set buys is getting cheaper and less likely to buy — exactly what optimising on an upper-funnel event does over time.

What is set up (Ads Manager, 4 Nov 07:50). Unchanged since 21 Oct: ad set "Static – ATC – Copy" Active, optimisation = website add-to-cart (426 results at €2.59 since the restart), campaign budget €65/day, 5 ads, 100% of spend. "Purchase Ad set" (Advantage+, purchase-optimised): now "Learning limited", €0.01, 2 impressions in two weeks — it has never served. The purchase pixel event that Sabina reported broken on 28 Oct is the prerequisite for any purchase-optimised set to deliver; its repair status is on the agenda today. No campaign or budget edits were made for this report.

The campaign — ad-level read since the restart (Oct 21 – Nov 3)

Ad	Spend	Share	Impr.	Link clicks	CTR	LPV	€ / LPV	Add to cart	Init. checkout	Pixel purchases
New Ad 11 – Copy active · ATC-Copy set	€740.09	67%	44,667	3590	8.04%	3209	€0.23	290	31	2
New Ad 14 – Copy active · ATC-Copy set	€200.43	18%	10,254	681	6.64%	598	€0.34	84	5	1
New Ad 10 – Copy (remainder, row not rendered) active · ATC-Copy set	€92.63	8%	4,274	319	7.46%	268	€0.35	30	3	0
New Ad 6 Video – Copy active · ATC-Copy set	€51.84	5%	2,189	152	6.94%	120	€0.43	16	3	0
New Ad 13 – Copy active · ATC-Copy set	€16.77	2%	837	36	4.30%	29	€0.58	6	2	0

One campaign ("Libido steigern", objective Sales). Delivering ad set: "Static – ATC – Copy", optimised for add-to-cart (€1,101.76 since 21 Oct, all of it); "Purchase Ad set" has 2 impressions in two weeks and has never delivered. "Share" is share of spend, not of sales. Green = produced a pixel purchase; red = >€100 spent, no pixel purchase. "New Ad 11 – Copy" takes 67% of spend, 290 of 426 add-to-carts and 2 of 3 pixel purchases; "New Ad 14 – Copy" has become the second ad (18%). Ad 10 is shown as the remainder (its row did not render in this read). Pixel purchases (3) understate real orders (11 paid since the restart). Omitted: Purchase Ad set €0.01.

▸ Status of the open actions

1 · Delivery — stable for two weeks (€1,101.76 since 21 Oct, 62,221 impressions, 4,224 landing-page views at €0.26). The dark week is closed as an incident; the daily delivery check stays.

2 · Purchase signal — still the open problem, and now visibly costing efficiency. Only the add-to-cart set serves; the purchase-optimised set has never left Learning; the pixel's purchase event was reported broken on 28 Oct. Week-on-week: 0.95 → 0.53 revenue ÷ spend. Fix order unchanged: purchase event in the shop code → verify in Events Manager → let the purchase set deliver → Conversions API from Shopware. Nothing in the data says the creatives are the problem.

3 · GTM / measurement — moved. GA4 sessions doubled from 1 Nov (139 · 121 · 133 a day), consistent with the consent-trigger fix being published in GTM-P3XVCD92. GA4 recorded 4 of 4 orders last week. Hotjar consent and the ChatGPT Ads pixel were in the same task; confirm which parts were published. Google Ads spend still not readable (API access 6964220345 not granted); GA4 shows one Google-click purchase last week (€69.86).

4 · Google / PMax reactivation was agreed 21 Oct; Paid Search sessions 5 last week with 1 purchase — serving at a low level, budget unknown to us. 5 · OpenAI / ChatGPT Ads: not evidenced as live in any data here. 6 · Protection with Michael (7 Protection 3-month units in October without an ad); Power sells remaining stock ahead of Power 2.0. 7 · Affiliate (Awin): Michael wants it only if PS runs it; proposal owed since 23 Sep.

Week by week — four completed Wed–Tue windows (to 3 Nov)

Week	Sessions*	Orders	Revenue	Conv.*	AOV	New	Meta spend	ROAS
Oct 7–13 pre-failure	59	8	€459	13.6%	€57.34	5	€399	1.15
Oct 14–20 no delivery	9	0▼-100%	€0▼-100%	0.0%	—	0	€0	n/a
Oct 21–27 restart	310	8	€615	2.6%	€76.86	6	€649	0.95
Oct 28 – Nov 3 last week	673	4▼-50%	€242▼-61%	0.6%	€60.45	2	€453	0.53

*GA4 sessions: consent-gated sample until ~1 Nov, full consenting count since — the last row is not comparable on sessions. Orders 8 → 0 → 8 → 4; revenue €459 → €0 → €615 → €242; Meta €399 → €0.00 → €649 → €453. Revenue ÷ spend 1.15 → n/a → 0.95 (0.73 paid) → 0.53. Two weeks on the add-to-cart set: 12 orders for €1,102 — the pre-failure set bought 8 for €399.

Orders per Wed–Tue window.

Revenue per sampled session by month — the trend is real even though the level is inflated by GA4 sampling.

Complete calendar months — June to October

Month	Revenue	Orders	AOV	New	Sessions*	Conv.*	€ / session*	Power %	Meta spend	ROAS
June	€1,852	25	€74.09	18	717	3.5%	€2.58	60%	€1,079	1.72×
July	€2,012	24	€83.82	12	707	3.4%	€2.85	68%	€1,567	1.28×
August	€1,717	21	€81.78	16	490	4.3%	€3.50	94%	€1,728	0.99×
September	€1,798	24	€74.90	16	267	9.0%	€6.73	49%	€1,642	1.09×
October	€1,403	21	€66.83	15	708	3.0%	€1.98	51%	€1,626	0.86×

October: €1,403 / 21 orders — -22% revenue, -12% orders vs September, the first month down since July; ROAS 0.86× (Sep 1.09×) on almost the same spend. Seven of 31 days had no delivery; the other 24 days ran at September's order rate (21 orders in 24 delivering days vs 24 in 30). AOV fell to €66.83 after the 1 Oct price cuts. September's best week (Sep 23–29, two Routine bundles, €703) had no October equivalent. November so far: €182 / 3 orders in 3 days vs €166 / 2 for Oct 1–3.

Insights — what the numbers are telling us

October: -22% revenue, -12% orders, on the same spend as September. The month is three stories: a first half ahead of September (+86% through 13 Oct), seven dark days that cost roughly 8 orders, and a second half on an ad set that buys carts instead of buyers. Price cuts took AOV from €75 to €67 on top.
Week-on-week is going the wrong way since the restart: 8 orders / 0.95 → 4 orders / 0.53. Spend is down 30% (Meta throttled to the €65 budget), orders are down 50%. The add-to-cart set delivers cheaper and cheaper views (€0.25) to people who add to cart (11%) and do not check out (checkouts 26 → 18, orders 8 → 4).
The purchase signal is the whole story. 426 add-to-carts since 21 Oct, 3 pixel purchases, 11 real paid orders. Meta cannot see 8 of 11 buyers, so it cannot find more of them. The purchase-optimised set has never served because the purchase event is broken. Until that is fixed, more budget buys more carts, not more orders.
Measurement moved: GA4 sessions doubled from 1 Nov (consent fix in GTM), and GA4 now records every order (4 of 4 last week, 12 of 20 paid in October). GA4 books the Meta-driven buyers as Direct/Referral/Organic, not Paid Social — last-click, with the consent-gated Meta session lost.
Buying pattern: orders cluster (4 on 23 Oct, 3 on 2 Nov) and then nothing for days; five of the last seven days were empty. With 1–3 orders on a buying day, a week is 4–8 orders depending on how many such days it gets. Judge the next fix on two weeks, not one.
Protection sells itself: 7 Protection 3-month and 2 Protection 2-month units in October without an ad; Michael's product. Power (the advertised product) 9 u 3-month + 3 u 1-month, 12 units in all.
Google: one Google-click purchase in each of the last two weeks (€69.48, €69.86) on a handful of Paid Search sessions — cheap orders we cannot cost without API access.

Recommendations — this week, in order

1 · Close the purchase-event fix this week (Prosper; verify with a test order in Events Manager), then switch delivery to the purchase-optimised set. This is the one change that addresses 0.95 → 0.53. No creative or budget change before it.
2 · Conversions API from Shopware immediately after — the browser pixel will keep losing consent-blocked buyers even when the event works.
3 · Hold spend at €65/day on the add-to-cart set meanwhile; do not raise it — more budget on this optimisation buys carts.
4 · Confirm what was published in GTM (GA4 consent trigger — evidently live; Hotjar consent; ChatGPT Ads pixel) and get the Hotjar invite so the landing-page recordings can finally be read.
5 · Google Ads API access for 6964220345 — two Google orders in two weeks at unknown cost.
6 · Affiliate proposal (Awin) to Michael this week or park it explicitly; it has been open since 23 Sep.

// SOURCES · SALES: Shopware 6 Admin API (menfit.com), extracted 4 Nov 07:46 CET, complete days through 3 Nov 23:59 Europe/Berlin, October complete (gross amountTotal incl. VAT + shipping; all order states, paid-only stated; no refunds since 1 Sep; pagination and duplicates verified against total-count) · TRAFFIC: GA4 property 518453521 (Europe/Berlin), extracted 4 Nov 07:47 CET, daily through 3 Nov + 4 Nov intraday; consent fix live ~1 Nov — consent-gated sample, purchase events incomplete · META: act_257999488596895 via Madgicx API (account / ad set / ad level) — Meta read from Ads Manager on 4 Nov 07:50 CET, campaign / ad set / ad level with a day breakdown (the Madgicx API connector now requires a paid subscription, so no API read; account currency EUR, timezone Europe/Berlin): September €1,641.87, October €1,625.62 (€737.92 on Oct 1–13, €0.00 on Oct 14–20, €648.53 on Oct 21–27, €239.17 on Oct 28–31), last week Oct 28 – Nov 3 €453.24, Nov 1–3 €214.07; 4 Nov intraday not read · GOOGLE ADS: not available (API access not granted); GA4-sampled Google sessions only
// WINDOWS (Europe/Berlin, start-inclusive, end-exclusive; Shopware UTC converted explicitly) · Last week = Oct 28 – Nov 3 vs Oct 21–27 (restart week) · Months = complete calendar months Jun–Oct, October vs September · Weeks = Wed–Tue windows Oct 7 – Nov 3 · Apr–Jun sales validated vs known figures · META via Ads Manager day breakdown (API connector unsubscribed) · CANONICAL MX²/BigQuery not verified this run
// Generated 2026-11-04 · Propaganda Solutions · updates auto-deploy to menfit.mx2.ai