Monthly summary
each row lists the exact dates it covers · the data window is capped at 60 days, so edge months are partial
| Month | Ad spend (USD) | Sales (USD) | Orders | AOV (USD) | Clicks | Avg CPC (USD) | MER | NMER | CAC (USD) | NCAC (USD) |
|---|
Daily ad spend
US dollars · Meta + Google Ads · hover or focus and use arrow keys to read values
Daily sales
US dollars · Shopify, net of refunds, by order date
Daily paid clicks
Meta + Google Ads · tooltip shows the day's blended cost per click
Daily traffic
Shopify online store sessions
Spend by week
US dollars · weeks start Monday
Sales by week
US dollars · weeks start Monday
Conversion rate
orders ÷ sessions, daily · Shopify
Observations
written Nov 4, 2026 on the 60 days through Nov 2
Google push added spend, not sales
Google spend ran at $646/day from Oct 19 to Oct 28, up from $240/day over Sep 5 to Oct 8, taking total ad spend to $958/day. Store sales averaged $1,145/day over those ten days against $1,249/day before, so MER fell from 1.53 to 1.19. Since Google came back to about $235/day on Oct 29, MER has run at 1.95.
First orders just cover acquisition
70% of orders from Sep 5 to Nov 2 came from first-time buyers. Their average first order is $68.08 against an NCAC of $61.37, so a first purchase roughly pays back the ad cost of finding that customer, before product and shipping. Repeat purchases are where the margin comes from.
Butt and Back carries Meta
Butt and Back_Sales took 61% of Meta spend over the 60 days at 1.45 Meta-attributed ROAS, the best of the larger campaigns. Anti-Funk returned 0.97 before it was scaled back. The three North TOF campaigns launched in the last week: $909 spent and 11 purchases so far, with MEN yet to record one.
Google Ads
Meta Ads
Spend by date
US dollars · daily, stacked by channel
Impressions
Clicks
CPC
Google Ads campaign performance
US dollars · selected range
Meta Ads campaign performance
US dollars · selected range · purchases and value as attributed by Meta