add_to_cart/view_item are live Key Events. A real ad-click test purchase on 10 Jul (€70.20) tracked end-to-end in GA4 and Shopware. Read history accordingly: paid-conversion & ROAS figures for April–early July were measured on incomplete or misdirected data and understate reality — Shopware sales/revenue are the true figure. Data from ~8 Jul onward reflects the corrected setup. One open item: adding a campaignCode to Meta ad URLs so Shopware can attribute Meta orders.Sales & traffic are live to 11 Jul. First 11 days: €451 / 6 orders vs €679 for the same 11-day slice of June (behind), on €476 Meta spend. The rolling last-7-day traffic is up 19% on the prior week. Tracking is now fixed & verified — a 10 Jul ad-click test order (€70.20) tracked end-to-end.
| Metric | April | May | June | Jul 1–11 * |
|---|---|---|---|---|
| Revenue | €1,333 | €2,155▲+62% | €1,852▼-14% | €451▼-34% |
| Orders | 16 | 27▲+69% | 25▼-7% | 6▼-35% |
| AOV | €83.30 | €79.81▼-4% | €74.09▼-7% | €75.17▲+1% |
| New customers | 15 | 24▲+60% | 18▼-25% | 5▼-24% |
| GA4 sessions | 293 | 714▲+144% | 717▲+0% | 198▼-25% |
| Meta spend | €264 | €1,063▲+303% | €1,079▲+1% | €476▲+20% |
| Meta CTR | 0.8% | 3.1%▲+301% | 5.0%▲+61% | 3.4%▼-31% |
| Meta CPC | €1.23 | €0.62▼-50% | €0.31▼-49% | €0.41▲+32% |
| Blended ROAS | 5.05× | 2.03×▼-60% | 1.72×▼-15% | 0.95×▼-45% |
| MENFIT Power units | 9 | 18▲+100% | 18▲+0% | 5▼-24% |
| MENFIT Power € | €788 | €1,160▲+47% | €1,104▼-5% | €413▲+2% |
Green = up vs prior month, red = down (CPC flips). * Jul 1–11 is month-to-date — its change is measured against June's equivalent 11-day slice (like-for-like), not the full month; rate metrics (AOV, CTR, CPC, ROAS) compare to June directly. All four channels current to 11 Jul (Google Ads via MX² connector, pending).
April ran on almost no spend (€264). Ads scaled ~4× into May (revenue peaked €2,155), then June held spend but revenue fell to €1,852.
Blended ROAS fell every month as spend scaled: 5.0× → 2.0× → 1.7×. Diminishing returns.
GA4 sessions/month — paid traffic scaled hard from April, then eased.
The sharpest read: the campaign delivered nothing in Week 1 (organic baseline), then switched on in W2.
| Week | Spend | Impr. | Link clk | CTR | CPC | Sessions | Orders | Revenue | Power u | Power € |
|---|---|---|---|---|---|---|---|---|---|---|
| W1Jun 01–07 no ads | — | 0 | 0 | — | — | 17 | 3 | €171 | 3 | €166 |
| W2Jun 08–14 | €369start | 26,782start | 1,268start | 5.50%start | €0.25start | 231▲+1259% | 5▲+67% | €366▲+114% | 5▲+67% | €322▲+93% |
| W3Jun 15–21 | €317▼-14% | 19,443▼-27% | 870▼-31% | 4.90%▼-11% | €0.33▲+33% | 229▼-1% | 11▲+120% | €725▲+98% | 4▼-20% | €230▼-28% |
| W4Jun 22–28 | €302▼-5% | 17,295▼-11% | 808▼-7% | 4.79%▼-2% | €0.36▲+9% | 206▼-10% | 5▼-55% | €268▼-63% | 1▼-75% | €64▼-72% |
| W5Jun 29–30 2-day | €85▼-72% | 5,688▼-67% | 179▼-78% | 3.43%▼-28% | €0.43▲+19% | 34▼-83% | 1▼-80% | €322▲+20% | 5▲+400% | €322▲+400% |
Sessions jumped from 17 (W1, no ads) to ~222/wk once ads ran — +1206%.
// BASELINE (W1, no ads) → AD WEEKS (W2–W4 avg)
| Sessions | 17 → 222 | +1206% |
| Orders/wk | 3 → 7.0 | +133% |
| Revenue/wk | €171 → €453 | +164% |
| Power units/wk | 3 → 3.3 | +11% |
Ads drove a step-change in traffic & total demand — but Power-specific units barely moved. The campaign pulls visitors who buy across the range.
Sharp cart → checkout drop is the clearest leak (Meta events undercount; orders are Shopware actuals).
Within June, CTR slid 5.5%→3.4% while CPC rose €0.25→€0.43 — creative fatigue on one ad set.
campaignCode to Meta ad URLs so Shopware attributes Meta orders (Google PMax already carries it).