Business superintelligence that acts.
Guide:
Is Google or Meta working? The review a strategist runs every month.
Then how Adella Insight runs the same review every night and writes the answer. Question name in Adella Insight: Google and Meta campaign review against last month and the same month last year, with what to learn and how to improve.
Why did sales drop in September?
Net sales were $182,400 against $212,900 in August, a drop of $30,500. Three things explain most of it.
Every figure links to its source. Illustrative account.
The method:
The method, step by step.
- 01
Compare to the right period
Last month tells you about momentum. The same month last year tells you about seasonality. A channel down 10% on last month and up 30% on last year is working.
- 02
Separate brand from non-brand
Brand searches convert at high ROAS and add little growth. If brand searches are carrying the account's ROAS, the channel is collecting sales you would have made anyway, not growing.
- 03
Price it from the store
Platforms overstate revenue. Compare each channel's claimed revenue to the store's recorded orders. The channel with the biggest gap is the one over-claiming.
- 04
Look at marginal return, not average
What the last dollar returned decides whether to add another. A channel with a good average and a poor return on the last dollar has hit its ceiling.
- 05
Look at the funnel behind the click
Clicks that never load the page, landing pages that bounce, checkouts that fail. A channel can be fine and the page can be the leak.
- 06
Check what the platform changed
Learning phases, new placements, Advantage+ and Performance Max absorbing budget you did not assign. The platform's own changes are the most common cause of a month that moved.
- 07
Decide, and record it
Scale, hold, cut, or restructure, with the predicted effect written down so next month can measure it.
How Adella Insight answers it:
Or let Adella Insight run these checks for you every night. Free.
Every step above is a check that runs on every connected account every night. The answer is written in plain sentences, every figure comes straight from the data, and it is in your inbox before the meeting.
Why did sales drop in September?
Net sales were $182,400 in September against $212,900 in August, a drop of $30,500 (14%). Three things explain most of it.
First, the August promotion. The 20% code ran until 28 August and 38% of August orders used it. September had no code and 11% fewer orders, with average order value up $4. About $17,000 of the gap is the promotion ending, not a fall in demand.
Second, Meta prospecting spend was cut 22% on 9 September after the pacing alert, and new-customer orders from Meta fell 19% in the three weeks that followed. About $8,900 of the gap is here, and it was a decision, not a leak.
Third, GA4 conversions stopped reporting from 14 to 17 September while orders in Shopify continued. Reported revenue for those days is about $4,100 too low. The sales happened; the report did not see them.
What to do: keep the prospecting cut, because profit improved by $2,300 for the month. Fix the GA4 tag before the next report. Decide whether October gets a promotion or holds price. Last October held price and grew 6% on September.
Every figure above comes straight from the account and the store. AI wrote the sentences, not the numbers. Illustrative account: invented to show the format.
Four minutes to connect. Disconnect any time.
Find yours tonight.
Free to start. Four minutes to connect.