Business superintelligence that acts.
Guide:
Why did sales drop? The seven places to look, in order.
Then how Adella Insight looks in all seven every night and writes the answer. Question name in Adella Insight: Sales trend and the root-cause factors behind an increase or decrease.
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
Demand
Did fewer people want the product this month, or did fewer find it? Compare sessions and new users to the same period last year, not last month; most drops that look like demand are seasonality.
- 02
Tracking
Did the report stop seeing sales that happened? Compare the store's recorded orders to attributed conversions day by day. A gap that opens on one date is a broken tag, not a broken business.
- 03
Spend and pacing
Did spend fall, or move? A campaign that hit its cap, a budget cut on a date, a pacing alert acted on. Sales follow spend with a lag of days.
- 04
Channel mix
Did the money move from a channel that converts new customers to one that converts existing ones? Revenue holds for a month and then falls.
- 05
Promotions and pricing
Did a code end? Look at the share of orders that used it in the prior period and the average order value after. The gap is the promotion, not the demand.
- 06
Product availability and margin
Was the advertised product out of stock, or did the ads push a product below break-even so revenue held while profit fell?
- 07
Competition and seasonality
Did a competitor start bidding on your brand? Did impression share fall to rank? Did last year drop in the same month?
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.
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