Analytics Audit
Revenue is growing, but the growth profile deserves investigation.
Jan–Aug 2026 revenue is up 56.6% YoY. Orders grew 48.9%, while AOV declined 5.1%. The key audit question is therefore not simply “are sales growing?” but “what is driving the growth, and is the underlying basket economics improving or deteriorating?”
Revenue & AOV — recent period
Audit priorities
Orders are stable/growing while basket value is falling. Investigate product mix, discounting and units per order.
July and August contain unusually few distinct customer IDs relative to order volume, limiting retention analysis.
The supplied Google Ads file does not cover 2026, so current cross-platform conclusions should wait for aligned data.
What changed?
July → August
Product dependency
Key Findings
Growth is driven primarily by order volume
Revenue increased 56.6% YoY, while orders increased 48.9% and AOV decreased 5.1%.
2026 Jan–Aug: €7,606,050 revenue / 2,054 orders / €3703.04 AOV.
August revenue weakness is mainly basket-related
July → August revenue changed -37.0% while order volume changed only +1.5%. AOV changed -37.9%.
Break the movement into product mix, discounting, units per order and customer/acquisition mix.
Revenue is concentrated in a small product group
The three largest products represent approximately 72.5% of 2026 net sales in the supplied data.
Pricing, availability or demand changes in leading products can have an outsized effect on total revenue.
Customer IDs limit retention analysis
July and August show a sharp concentration of orders into only 20 distinct Customer IDs, despite more than 130 orders per month.
Do not rely on July/August retention or repeat-purchase conclusions until the identifier issue is explained.
Paid-media sources are not time-aligned
The supplied Meta and TikTok files reach 2026, while the supplied Google Ads file ends in December 2024.
A current 2026 Google-vs-Meta-vs-TikTok comparison would mix different periods.
Platform attribution is not incrementality
Paid-media revenue should be interpreted as platform-attributed revenue, not as incremental revenue or a contribution that can simply be added across platforms.
Align periods and distinguish attribution metrics from business-level incremental impact.
Revenue Investigation
Revenue and AOV
Diagnosis
Order volume
Revenue growth is being achieved despite lower average basket value.
Why is AOV falling?
Investigate product mix, discounting, units/order, pricing and customer mix.
Marketing Data Audit
2026 sales by source channel
Source data coverage
| Source | Start | End | Status |
|---|---|---|---|
| Meta Ads | Jan 2024 | Aug 2026 | Aligned |
| Google Ads | Jan 2024 | Dec 2024 | Needs refresh |
| TikTok Ads | Jan 2024 | Aug 2026 | Aligned |
The status refers to whether the supplied file reaches the current 2026 audit period. It does not assess data quality beyond date coverage.
Do not make current channel allocation decisions from misaligned periods.
Refresh Google Ads to the same reporting period before comparing channel-level spend, attributed revenue, ROAS, CAC or campaign performance.
Customer Data Audit
Customer identifier behaviour changes sharply in July and August.
This is a data-validation issue before it is a customer-behaviour insight. The supplied data shows more than 130 orders in each of those months but only 20 distinct Customer IDs.
Orders vs distinct Customer IDs
| Month | Orders | Customer IDs | Orders / ID |
|---|---|---|---|
| 2026-05 | 323 | 322 | 1.00 |
| 2026-06 | 254 | 251 | 1.01 |
| 2026-07 | 134 | 20 | 6.70 |
| 2026-08 | 136 | 20 | 6.80 |
Identifier mapping
Determine whether the issue comes from extraction, identifier reuse, guest checkout behaviour or another transformation in the data pipeline.
Retention metrics
Re-run repeat-purchase, cohort and retention analysis only after the customer identifier behaviour has been validated.
Product Investigation
Top products by 2026 net sales
Product revenue table
| Product | Revenue | Orders | Units |
|---|---|---|---|
| Cap | €2,605,668 | 402 | 495 |
| Essential Hoodie | €1,593,663 | 734 | 989 |
| Essential Tee | €1,315,307 | 845 | 1,110 |
| Essential Jacket | €1,007,287 | 444 | 560 |
| Signature Tee | €569,225 | 228 | 272 |
| Signature Hoodie | €388,776 | 128 | 153 |
| Signature Sneakers | €126,124 | 25 | 29 |
Top 3 products represent 72.5% of 2026 net sales.
That is not automatically a problem. It is a dependency worth monitoring alongside gross margin, inventory availability, pricing and product-level trends.
Recommendations
Separate the movement into product mix, discounting, units per order and pricing before changing acquisition strategy.
Resolve the July/August identifier anomaly before using retention or repeat-purchase metrics.
Refresh Google Ads data through the current period before making channel comparisons.
Track top-product share together with margin, inventory and trend to distinguish healthy focus from dependency.
Platform-reported revenue is not equivalent to incremental revenue. Keep the concepts separate in the audit.
COGS, fulfilment, payment fees and other variable costs would allow revenue growth to be assessed alongside profitability.
The most important next step is not another dashboard.
The data already identifies several areas worth investigating. The next analytical cycle should validate the data issues, explain the AOV movement, align marketing sources and introduce profitability measures where available.