Business superintelligence that acts.
Guide:
Is my traffic any good? How to tell before you buy more of it.
Then how Adella Insight checks the same things every night and writes the answer. Question name in Adella Insight: Traffic and traffic quality review, and how to improve it.
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
Invalid and accidental clicks
About one paid click in twelve is invalid across platforms. Look at instant-bounce mobile sessions and click-fraud rates; a rising rate is a placement problem, not an audience problem.
- 02
Clicks that never arrive
Compare link clicks to landing page views. A large gap is page speed, a broken link, or accidental taps, and it is paid for.
- 03
New versus returning
A channel that only brings back people who already bought is retargeting spending the prospecting budget. Check the new-user share by channel.
- 04
Engagement after arrival
Sessions per user, pages per session, time on page, and the events that lead to purchase. Traffic that leaves at once was not traffic.
- 05
Conversion by landing page
The same traffic converts differently by page. Rank pages by revenue per session; the worst high-traffic page is the leak.
- 06
Frequency and fatigue
Audiences that see the same ad eight times in a week stop clicking and start costing. Frequency by ad set, with the CTR beside it.
- 07
Device and placement
Mobile placements that convert at half the rate of desktop, Audience Network delivering clicks and nothing else. Exclude them and the average rises.
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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