Weekly Pulse
W20 · May 11 – May 17, 2026
One order this week — a four-SKU basket anchored by 0404TWTE (Folia Foldable Rack) and 09262WTE (Lida Foldable Laundry Basket) — generating AUD 162.95 gross against AUD 321.52 Meta spend. With Folia Rack down to four units after three sold in W16 and one more in W20, and the TOF campaign still live, the depletion clock is ticking at the worst possible moment.
§ 01 · The figures
Revenue
AUD 162.95
Orders
1
Ad spend
AUD 321.52
ROAS
0.64
§ 02 · Four weeks
W17 (20 Apr) and W19 (4 May) both produced zero orders, making W18 (27 Apr, AUD 329.00, three orders) and W20 (11 May, AUD 162.95, one order) isolated pulses rather than a building run. Continuous ad spend against an alternating blank-week pattern is compressing ROAS without building order momentum.
§ 03 · Who carried
A single mixed-basket order carried the week. Folia Foldable Rack led by value, Lida Foldable Laundry Basket close behind; two Halo accessories completed the basket. No single channel can be isolated as the driver beyond the active TOF campaign.
| Product | Contribution |
|---|---|
| Folia Foldable Rack 0404TWTE | AUD 59.50 |
| Lida Foldable Laundry Basket 09262WTE | AUD 55.00 |
| Halo Mini Caddy ZJ-PH005 | AUD 25.50 |
| Halo Heart Case ZJ-PH003 | AUD 22.95 |
§ 04 · Gaps
Folia Foldable Rack has sold four units over the last five weeks (three in W16, one in W20) while Meta TOF spend continues; one or two further orders exhaust the SKU.
#2 TOF – detailed interests returned 64¢ per AUD spent; Meta attributed two conversions against one confirmed Shopify order, suggesting attribution inflation.
263 sessions this week produced one checkout completed; paid traffic is present but not converting at a sustainable rate.
drawer White at zero stock — drove two orders in W18 and is now unavailable with no restock signal visible.
§ 05 · What to do next
Folia Foldable Rack is four units from empty while Meta spend runs; if restock lead time exceeds two weeks, pause or redirect TOF spend to avoid running a campaign against a stockout.
ROAS 0.64 across AUD 321.52 is unsustainable; test a tighter interest cluster or shift a portion of budget to a retargeting audience where purchase intent is demonstrated.
drawer White — the highest-ticket single-unit item in the catalog at AUD 160.00 moved twice in W18 and is now out of stock; restoring it anchors basket value for future orders.
§ 06 · From the inbox
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