Weekly KPI & trends digest

📊 Good Monday! Last week's KPIs (Jun 23–29 vs Jun 16–22): • Revenue: $41,320 (WoW ↑7%) • Orders: 548 (WoW ↑4%) • AOV: $75.40 (WoW ↑3%) • Conversion rate: 2.4% (WoW ↓0.3 pt) • Refund rate: 3.1% (WoW ↑0.8 pt) • Traffic: 22,800 sessions (WoW ↑11%) Trend call: revenue is up on strong traffic, but conversion softened and refunds ticked up — you're buying growth with volume, not efficiency. Biggest mover: refund rate +0.8 pt. Want me to dig into what's driving the refunds?

Yes, dig into the refunds.

Refunds last week were $1,280 across 17 orders — 60% of that traces to one SKU, the 'Linen Shirt (M)', mostly sizing complaints. That single product is the whole +0.8 pt jump; the rest of the catalog held steady. Might be worth a sizing note on that product page. (I only ever read Shopify and GA4 — I never change anything in the store.)

📊 Weekly KPIs — Jun 30–Jul 6: Heads up: GA4 disconnected midweek, so traffic and conversion rate are missing this week — I'm showing Shopify-only figures rather than guessing, and I'll backfill once it's reconnected. • Revenue: $39,900 (WoW ↓3%) • Orders: 521 (WoW ↓5%) • AOV: $76.60 (WoW ↑2%) • Refund rate: 2.2% (WoW ↓0.9 pt) Trend call: revenue dipped on fewer orders, but refunds recovered nearly a full point — that sizing note looks like it's helping. Reconnect GA4 and I'll add traffic + conversion back next week.

Nice, will reconnect GA4. Thanks.

👍 Got it from here — every Monday you'll get last week's six KPIs with the week-over-week read, and I'll always call out the biggest mover and flag any source that's missing instead of guessing. No need to chase it; I'll surface what matters.