YTD 2026 vs YTD 2025 · through 5 May
UK is healthy — CM3 +7.5% YTD with margin trending up; total media spend cut 30%. International still softening, US the headline drag.
YTD Net Sales
Rolling 6mo LTV @ YTD end
YTD CM3
Rolling 6-Month LTV per Customer
Net sales (incl shipping, excl tax) ÷ distinct customers in trailing 26 weeks. Sampled every 4 weeks across the past 2 years.
Region split groups customers by
billing_country. Cross-country overlap (a customer ordering from two regions) is <1% so summed regional customer counts are within ~0.5% of true regional distinct counts. Net sales sum exactly.Contribution Margin Over Time
CM1 (net − COGS), CM2 (− fulfilment − tx fees), CM3 (− blended marketing) in £ on the left axis. CM3 as % of net sales on the right axis. Weekly, last 18 months.
Fulfilment per order: UK £4 / US £8 / EU £8 / RoW £12. Shopify tx fee: 2.27% of net sales (incl ship). Marketing for sub-regions allocated from blended total in proportion to new-customer share.
YTD Google Ads
YTD Meta Ads
YTD TikTok Ads
YTD Total Blended Media
Blended CAC vs New Customers
Total Google + Meta + TikTok spend divided by new customers (lifetime first order). Bars show new customers, line shows CAC. Weekly, last 18 months.
Average Order Value
Net sales (incl shipping, excl tax) ÷ orders. Monthly, last 18 months. Dotted line shows the same month one year prior (YoY overlay).
AOV by Customer Type
Last 90 days. Order-level pull via Shopify Admin GraphQL bulk operation: each order classified by whether it's the customer's first-ever order (new) or they had prior orders (existing). Region from
shippingAddress.countryCodeV2. Granular cohort split isn't exposed in ShopifyQL aggregates, so historical view requires the same bulk export per period.New Customer AOV
Existing Customer AOV
New : Existing Ratio