// REPORT_ID: MENFIT-2026
// DATA THRU: 2026-07-07
// PREP: PROPAGANDA SOLUTIONS

// Performance Dossier · Confidential

MENFIT — through 7 July 2026

April → 7 July · Shopware · GA4 · Meta Ads · Google Ads · MENFIT Power campaign

⚠ Measurement note (tracking audit, 7 Jul). Paid-conversion & ROAS figures below understate reality — treat them as a floor. Confirmed, high-impact: Google Ads ran a Performance Max campaign (~€534/30d) whose purchase conversion was wired to a dead, empty analytics property → 0 conversions recorded — nothing to optimise toward (now repointed to live data). Separately, Meta & GA4 each capture ~half of real Shopware orders (13 & 14 vs ~25/30d) — partly expected (shoppers who decline cookies can't be tracked) and partly fixable (off-site-payment redirects + a de-dup gap, being closed with server-side tracking). Shopware sales/revenue are the true figure; ad-platform conversions/ROAS were measured on incomplete or misdirected data, not campaign failure. Fixes in progress.

Q2 at a glance — Apr–Jun total · chips = latest month-over-month (Jun vs May)

Revenue (Shopware)

€5,340

68 orders · Apr–Jun

▼ -14% · Jun vs May

Avg order value

€78.53

across the quarter

▼ -7% · Jun vs May

New customers

monthly-new, summed

▼ -25% · Jun vs May

Meta ad spend

€2,405

Apr–Jun · Google Ads pending

▲ +1% · Jun vs May

Blended ROAS

2.22×

revenue ÷ Meta spend

▼ -15% · Jun vs May

MENFIT Power share

57%

€3,052 of revenue

▲ +6pp · Jun vs May

▸ Latest week · 1–7 July (new since last report)

€243

Revenue · 3 orders

MENFIT Power units

106 ▼-36%

GA4 sessions vs prior wk

pending

Meta spend (connector refresh)

Sales & traffic are live to 7 Jul. Early July is soft — €243 in 7 days vs a June weekly run-rate near €430, and sessions down 36% on the prior week. Meta's July spend is refreshing (platform API error at build time) and will fold in.

Month-by-month — every channel, change vs prior month

Metric	April	May	June	Jul 1–7
Revenue	€1,333	€2,155▲+62%	€1,852▼-14%	€243▼-87%
Orders	16	27▲+69%	25▼-7%	3▼-88%
AOV	€83.30	€79.81▼-4%	€74.09▼-7%	€81.10▲+9%
New customers	15	24▲+60%	18▼-25%	2▼-89%
GA4 sessions	293	714▲+144%	717▲+0%	106▼-85%
Meta spend	€264	€1,063▲+303%	€1,079▲+1%	pending
Meta CTR	0.8%	3.1%▲+301%	5.0%▲+61%	pending
Meta CPC	€1.23	€0.62▼-50%	€0.31▼-49%	pending
Blended ROAS	5.05×	2.03×▼-60%	1.72×▼-15%	pending
MENFIT Power units	9	18▲+100%	18▲+0%	2▼-89%
MENFIT Power €	€788	€1,160▲+47%	€1,104▼-5%	€187▼-83%

Green = up vs prior month, red = down (CPC flips). Jul 1–7 is a partial week; its Shopware & GA figures are final, Meta is refreshing.

The quarter story (Apr–Jun)

April ran on almost no spend (€264). Ads scaled ~4× into May (revenue peaked €2,155), then June held spend but revenue fell to €1,852.

Blended ROAS fell every month as spend scaled: 5.0× → 2.0× → 1.7×. Diminishing returns.

GA4 sessions/month — paid traffic scaled hard from April, then eased.

June spotlight — the clean ad-uplift experiment

The sharpest read: the campaign delivered nothing in Week 1 (organic baseline), then switched on in W2.

Week	Spend	Impr.	Link clk	CTR	CPC	Sessions	Orders	Revenue	Power u	Power €
W1Jun 01–07 no ads	—	0	0	—	—	17	3	€171	3	€166
W2Jun 08–14	€369start	26,782start	1,268start	5.50%start	€0.25start	231▲+1259%	5▲+67%	€366▲+114%	5▲+67%	€322▲+93%
W3Jun 15–21	€317▼-14%	19,443▼-27%	870▼-31%	4.90%▼-11%	€0.33▲+33%	229▼-1%	11▲+120%	€725▲+98%	4▼-20%	€230▼-28%
W4Jun 22–28	€302▼-5%	17,295▼-11%	808▼-7%	4.79%▼-2%	€0.36▲+9%	206▼-10%	5▼-55%	€268▼-63%	1▼-75%	€64▼-72%
W5Jun 29–30 2-day	€85▼-72%	5,688▼-67%	179▼-78%	3.43%▼-28%	€0.43▲+19%	34▼-83%	1▼-80%	€322▲+20%	5▲+400%	€322▲+400%

Sessions jumped from 17 (W1, no ads) to ~222/wk once ads ran — +1206%.

// BASELINE (W1, no ads) → AD WEEKS (W2–W4 avg)

Sessions	17 → 222	+1206%
Orders/wk	3 → 7.0	+133%
Revenue/wk	€171 → €453	+164%
Power units/wk	3 → 3.3	+11%

Ads drove a step-change in traffic & total demand — but Power-specific units barely moved. The campaign pulls visitors who buy across the range.

Impressions

69,208

ad views

Link clicks

3,125

paid clicks

Add to cart

143

Meta-tracked

Initiate checkout

big drop from ATC

Orders (Shopware)

incl. organic + returning

Sharp cart → checkout drop is the clearest leak (Meta events undercount; orders are Shopware actuals).

Within June, CTR slid 5.5%→3.4% while CPC rose €0.25→€0.43 — creative fatigue on one ad set.

Insights

Early July is soft. €243 / 3 orders in the first 7 days (vs a June weekly run-rate ~€430) and sessions -36% on the prior week — worth watching whether it's seasonality or ad easing.
Scaling worked, then plateaued. Apr→May spend ~4× lifted revenue +62%. May→June held spend and revenue fell 14% — diminishing returns.
Blended ROAS erodes as spend grows: 5.0× → 2.0× → 1.7×.
Ads are a traffic engine, not a Power engine. June's clean test: sessions +1206% and revenue +164% vs the no-ad baseline, but Power units flat.
MENFIT Power is the franchise: ~57% of revenue.
Measurement is the weak link. Meta tracked 3 purchases in Q2; GA4 sees ~half of real revenue; Google Ads not yet wired in.

Recommendations

Fix Meta purchase tracking first — intermittent purchase events mean no reliable ROAS and the algorithm can't optimise for buyers.
Refresh creative — the June fatigue curve (CTR −38%, CPC +74%) says the single ad set is worn.
Watch the July dip — confirm whether spend eased or demand softened before deciding budget.
Plug the checkout leak — big add-to-cart → checkout drop; audit shipping, payment, mobile.
Finish the data picture — Google Ads + a unified BigQuery model (MX²) so ROAS is one trustworthy number.

// SOURCES · SALES: Shopware 6 Admin API (menfit.com), current to 7 Jul · TRAFFIC: GA4 property 518453521, current to 7 Jul · META: act_257999488596895 "Libido steigern" (monthly Apr–Jun; Jul refresh pending — platform API error) · GOOGLE ADS: customer 6964220345, pending MX² connector
// CAVEATS · ROAS blended (rev ÷ Meta spend), Meta purchase tracking intermittent · GA4 ≈ 50% of Shopware revenue · Jul 1–7 partial week · June spotlight = 7-day buckets from Jun 1
// Generated 2026-07-07 · Propaganda Solutions · updates auto-deploy to menfit.mx2.ai