What a month of Long View looks like
An illustrative monthly report for Example Candle Co., a fictional Shopify brand. Every name and figure is invented to show the format, not a result.
Fictional sample with invented figures, in GBP
What changed in August
Every report opens with the decisions, in plain words, before any table.
Shopping carries the account
Shopping now takes 58% of Google spend, up from 41%, after the feed titles were rewritten.
The bundle wins
A three-candle bundle beat the single-candle ad on cost per order, so it becomes the default offer.
The page is next
Mobile visitors leave the collection page far more often than desktop visitors. A shorter layout ships on 2 September.
August at a glance
Blended figures come from Shopify and total ad spend, so no platform’s attribution is taken on trust.
Scroll to view every column
| Measure | August | July | Change |
|---|---|---|---|
| Ad spend (Google and Meta) | £18,400 | £17,900 | +3% |
| Shopify revenue | £96,300 | £87,100 | +11% |
| Revenue per £1 of ad spend | £5.23 | £4.87 | +7% |
| Orders | 2,140 | 1,980 | +8% |
| Cost per new customer | £21.40 | £23.10 | −7% |
| Returning customers | 34% | 33% | +1 pt |
Each change, with its evidence
Media, creative and landing pages, read together.
Google Ads
- Change
- Rewrote 212 Shopping feed titles to lead with scent, size and wick count.
- Evidence
- Search terms such as “large three-wick candle” converted at twice the account rate but matched few titles.
- Result
- Shopping impressions up 24%. Cost per order down from £8.10 to £7.20.
Meta Ads
- Change
- Tested a three-candle gift bundle against the single-candle hero ad.
- Evidence
- Fourteen days, equal budgets, more than 2,000 link clicks per ad.
- Result
- Bundle cost per order £12.80 against £15.60. The bundle becomes the default offer.
The page after the click
- Change
- None yet: August was diagnosis.
- Evidence
- On mobile, 61% of visitors leave the collection page, against 44% on desktop. The first product sits below two banners.
- Next
- A shorter mobile layout with products above the fold goes live on 2 September.
What the tests settled
One clear question per test, and a decision once the evidence is in.
Scroll to view every column
| Test | Question | Result | Decision |
|---|---|---|---|
| Bundle against single ad (Meta) | Does a bundle lower cost per order? | Yes: 18% lower | The bundle becomes the default offer |
| Brand search bid cap (Google) | Can we pay less for our own name without losing orders? | Not yet clear: 9 of 14 days run | Finish the 14 days before deciding |
Three priorities for September
Ranked by the impact we expect and how quickly we can learn from each.
Work with us- 01
Ship the mobile layout
Measure the mobile exit rate against the 61% baseline for two weeks.
- 02
Finish the feed titles
Roll the new titles out to the remaining 400 products, then move 15% of Search budget to Shopping.
- 03
Brief gifting creative
Two new Meta hooks built around gifting, ready to test before the fourth quarter.
How to read these numbers
What the report takes on trust, and what it does not
- Meta reported 2,450 purchases against 2,140 Shopify orders. We steer by Shopify and use platform figures only to compare ads with each other.
- Revenue per £1 of ad spend uses total Shopify revenue, so it includes orders that ads did not drive.
- Example Candle Co. and every figure on this page are invented to show the report format. None of it is a customer result.
Want this for your account?
Long View is our ongoing work across Google Ads, Meta Ads and landing pages, paid by commission on sales. We reply within one UK business day.