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Recipientssarah@willowandfern.co
SubjectMay 2026 performance update — Willow & Fern
Meta Revenue
$34.2K
22.0%
Total Orders
426
22.4%
Meta ROAS
4.1x
0.9x
Cart Abandon
68%
5.2%

Meta is Willow & Fern's biggest revenue source right now. $34.2K in Shopify revenue from $8,340 in spend, which works out to a 4.1x ROAS. That's up from 3.2x last month. Google Ads attributed $9.6K at 3.6x.

Total Shopify orders hit 426, up 22% month over month, with average order value holding steady at $80.30. Cart abandonment jumped to 68%, up 5.2 points. At $80.30 AOV, that increase alone costs roughly $3.8K/month in lost sales.

What to do next: put another $2K/month into Meta while these returns hold. Fix the checkout flow — the 5-point abandonment increase is costing ~$3.8K/month, which offsets most of the Meta budget increase.

ChannelRevenueOrdersROASShare
Meta Ads$34.2K1484.1x36%
Organic$18.0K8219%
Direct$14.0K6415%
Google Ads$9.6K423.6x10%
Email + Other$20.6K9021%
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