Overview
Data as of Oct 10, 2026
Online Store MER Online Store MER is sales after discounts and before returns, from Online Store and Shop, divided by Google and Meta ad spend. Viable MER is 4.00×. Near means under that line by less than 10%.4.44×On target
Blended MER Blended MER is sales after discounts and before returns from every channel, divided by the same Google and Meta spend. Month to date.5.79×
Rolling 30-day MER Online Store MER for the 30 days ending Oct 10, 2026.4.54×
Blended MER is 5.79× against an Online Store MER of 4.44×. Worth reviewing sales outside the included channels.
Snapshot Month to date uses the first 10 days. Last month and last year use those same days. Year to date uses January 1 through Oct 10, 2026.
| Metric | Month to date | Vs last month | Vs last year | Year to date | YTD vs last year |
|---|---|---|---|---|---|
| Online Store MEROnline Store MER is sales after discounts and before returns, from Online Store and Shop, divided by Google and Meta ad spend. Viable MER is 4.00×. Near means under that line by less than 10%. | 4.44× | 4.3% | 0.1% | 4.25× | 0.1% |
| Blended MERBlended MER is sales after discounts and before returns from every channel, divided by the same Google and Meta spend. | 5.79× | 4.4% | 0.1% | 5.53× | 0.1% |
| Online Store salesSales after discounts and before returns (net sales plus returns). Counted from the channels in Online Store MER. | $21,497 | 9.7% | 18.9% | $475,067 | 18.9% |
| Total salesSales after discounts and before returns (net sales plus returns). Every channel is included. | $28,004 | 9.8% | 18.9% | $618,067 | 18.9% |
| Ad spend Google Ads plus Meta Ads. A lower figure is not always better. Worth reading it next to MER. | $4,839Google $3,392 · Meta $1,448 | 5.2% | 19.0% | $111,680Google $77,390 · Meta $34,291 | 19.0% |
| Orders | 214 | 8.6% | 18.9% | 4,871 | 18.9% |
| AOVNet sales divided by orders. Net sales are after discounts and returns. | $123.68 | 1.1% | 0.0% | $119.50 | 0.0% |
| Sessions | 9,858 | 6.3% | 18.9% | 223,703 | 18.9% |
| Conversion rate | 2.2% | 2.2% | 0.0% | 2.2% | 0.0% |
| New customers | 117 | 9.3% | 17.0% | 2,638 | 18.6% |
| Returning customers | 87 | 8.8% | 24.3% | 1,950 | 22.9% |
| Return rateReturns divided by sales after discounts and before returns. A lower rate is better for the sales the store keeps. | 5.5% | 0.1% | 0.0% | 5.8% | 0.0% |
Month pace Projected from the first 10 days of the month, times 31 days. Consider this a pace check, not a forecast.
Projected ad spend Monthly ad budget cap $14,500. The projection is 3.5% above that cap. Worth reviewing against Online Store MER before raising the cap.
$15,001Customer health Revenue and AOV use sales after discounts and before returns. Worth reviewing the mix before treating paid media as the only way to grow.
| Group | Month to date | Vs last month | Vs last year | Year to date | YTD vs last year |
|---|---|---|---|---|---|
| New customers · count | 117 | 9.3% | 17.0% | 2,638 | 18.6% |
| New customers · revenue | $15,630 | 9.6% | 15.5% | $347,212 | 16.2% |
| New customers · AOV | $123.07 | 1.0% | 0.0% | $119.24 | 0.0% |
| Returning customers · count | 87 | 8.8% | 24.3% | 1,950 | 22.9% |
| Returning customers · revenue | $12,374 | 10.1% | 23.5% | $270,854 | 22.6% |
| Returning customers · AOV | $142.23 | 1.2% | 0.7% | $138.26 | 0.6% |
Daily sales Total sales this month, after discounts and before returns. The dotted line is the same days last month.
Oct 1–10, 2026Sep 1–10, 2026