MENFIT — Performance to 25 Aug 2026

At a glance — last 4 weeks (Jul 29–Aug 25) vs the previous 4 weeks (Jul 1–28) · chips vs prev 4 wks

Last 3 months + this month — the trajectory

* August is month-to-date (1–25), so its totals are partial — sessions, Meta spend (€1,408) and ROAS are all the matching 1–25 window, a true like-for-like. ROAS = Shopware revenue ÷ Meta spend.

Last 4 weeks — weekly spotlight

The four completed weeks to 25 Aug. Where the momentum actually sits, week by week. (▲▼ = vs the previous week.)

Three solid weeks (€606 → €574) gave way to a soft €222 last week on just 3 orders. Sessions held (108 last week vs 123 the week before), so this is a conversion / order-volume dip on small numbers, not a traffic collapse — worth watching, not alarming. Last week's baskets were effectively all MENFIT Power.

Insights — what the numbers are telling us

• Last week was soft — call it out. Aug 19–25: €222 on 3 orders (-61% vs the prior week). Sessions held (108), so it's an order-conversion dip on small volumes, not lost traffic. One week doesn't make a trend, but it's the first down week in a while.
• The month is still ahead of July. Aug 1–25 revenue €1,495 (+14% vs Jul 1–25) and 14 new customers (+56%). The soft week hasn't derailed August.
• Acquisition is genuinely improving. New customers +36% over the 4-week window (15 vs 11), and 14 this month already beats all of July (12). The three-month slide (24→18→12) has broken. This is the durable win.
• Power concentration is now very high. MENFIT Power is 94% of the last 4 weeks' revenue (up from 69%), and last week was effectively 100% Power. Great that Power sells — but the business is leaning almost entirely on one product, worth a deliberate eye.
• Ad efficiency eased as spend rose. Blended ROAS 2.0× → 1.7× → 1.3× (May→Jul), and August 1–25 is 1.06× on €1,408 spend — the soft last week returned little on its spend. Spend is pacing above July; the return needs the creative refresh to hold up.
• Google Ads is not a factor. Over Jul 1–Aug 25, GA4 attributes Google paid (Search + PMax) just ~120 sessions and 0 conversions / €0 revenue. MenFit runs on Meta + Direct; Google is negligible. If any budget is being spent there it's converting nothing — worth deciding whether to keep it. (Spend figure lands once the Ads API quota resets.)

Recommendations

• Ship the creative refresh now. Last week's spend returned little and ROAS is easing — the new UGC (gym/kitchen) is the lever to lift conversion and reopen reach. This is the priority.
• Keep pressing acquisition. New-customer growth is the one clearly working signal — put budget and the new creative behind it so August's gain compounds rather than fades.
• Protect on-site conversion. Last week was an order-conversion dip on steady traffic — keep the mobile-checkout / express-pay work moving and check for any friction that crept in.
• Watch the Power concentration. ~94% of revenue is one product. Run the Power replenishment email (reorder cadence ~2–3 months), and start testing a second hero SKU so the business isn't single-product dependent.
• Close the last data gap. Reconnect Google Ads (the only remaining pending source), add a campaignCode to Meta URLs, and unify all channels in BigQuery (MX²).