An online skincare retailer selling across the country.
Monthly Analysis · September 2026 / August 2026
Sample analysis with illustrative findings.
Executive summary
September revenue grew 20%, helped by more purchases and larger order values. Additional Google Ads spend produced little extra purchase value, while growth in organic search concealed a weaker moisturiser category. The cleanser page’s conversion recovery held across four weeks.
Revenue£216,000+20% vs August
Purchases3,240+8% vs August
Google Ads ROAS3.4×August: 4×
The findings · 4 Parse
PARSE 01
Larger purchases are doing more of the work than a higher conversion rate
Revenue rose from £180,000 to £216,000. Purchases increased 8%, while revenue per order climbed from £60 to £66.67. The purchase rate stayed at 3%.
Premium serums contributed £30,000 of the £36,000 revenue increase. The improvement is therefore concentrated in higher-value shopping, rather than a larger share of sessions turning into purchases.
Explore the evidence
August and September 2026
Measure
Previous
Current
Revenue
£180,000
£216,000
Purchases
3,000
3,240
Sessions
100,000
108,000
PARSE 02
Most of the extra ad spend went to the campaign producing less value
Google Ads spend increased 20% to £36,000, while purchase conversion value grew only 2%. ROAS fell from 4× to 3.4×. Discovery — Performance Max spent an extra £4,000 but produced £8,800 less conversion value; gains in Brand Search kept the account slightly positive.
GA4 shows the same 10,000 Discovery sessions in each month. The share starting on the homepage rose from 40% to 70%. The homepage purchase rate held at 1% and the serum page at 4%, yet the campaign’s overall rate fell from 2.8% to 1.9%. More sessions started on the weaker-converting page. Check the campaign’s destinations before expanding its budget again.
Explore the evidence
August and September 2026
Measure
Previous
Current
Google Ads spend
£30,000
£36,000
Ads purchase value
£120,000
£122,400
Homepage sessions
4,000
7,000
Category sessions
6,000
3,000
PARSE 03
Organic growth is hiding a weaker moisturiser category
Google Search clicks rose 5% overall, but /moisturisers/ fell from 4,000 to 2,500 clicks. Its impressions increased 5% while clicks dropped 37.5%.
GA4 revenue from sessions starting on that page through Google organic search also fell 35% to £10,400. Serum gains kept the overall picture positive. The evidence points towards investigating the moisturiser page’s ability to earn clicks, rather than treating this as a site-wide loss of search visibility.
Explore the evidence
August and September 2026
Measure
Previous
Current
Search clicks: whole site
12,000
12,600
Search clicks: declining category
4,000
2,500
Category organic revenue
£16,000
£10,400
PARSE 04
The cleanser page’s recovery lasted across four weeks
Sessions arriving on /cleansers/ through Google organic search increased 10%, while purchases rose from 45 to 86. The purchase rate recovered from 1.5% to 2.6%, returning to its June level.
It stayed between 2.5% and 2.7% in each of September’s four complete seven-day blocks. One exceptional week is not carrying the result. This page provides a useful comparison when investigating weaker category pages.
Explore the evidence
August and September 2026
Measure
Previous
Current
Page sessions
3,000
3,300
Purchases
45
86
Additional context
More revenue than last year, fewer purchases
Revenue is 8% above September 2025, but purchases are 10% lower. Month-on-month growth has not yet restored last year’s order volume.
About these numbers
GA4 revenue and purchases describe analytics measurements, not accounting sales. Revenue per order here is GA4 purchase revenue divided by purchases. Ads conversion value uses its own attribution and is never added to GA4 revenue. Purchase-goal definitions are unchanged. Page context uses the same fictional site and exact google / organic landing population. Weekly checks use 1–7, 8–14, 15–21 and 22–28 September as separate seven-day blocks. Discovery context matches the campaign and google / cpc sessions.
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