Sample Long View report
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 · invented figures · GBP
The month in three lines
What changed in August.
Every report opens with the decisions, in plain words, before any table.
- 01
Shopping carries the account
Shopping now takes 58% of Google spend, up from 41%, after the feed titles were rewritten.
- 02
The bundle wins
A three-candle bundle beat the single-candle ad on cost per order, so it becomes the default offer.
- 03
The page is next
Mobile visitors leave the collection page far more often than desktop visitors. A shorter layout ships on 2 September.
The numbers
August at a glance.
Blended figures come from Shopify and total ad spend, so no platform’s attribution is taken on trust.
| 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 |
What changed
Each change, with its evidence.
Media, creative and the page after the click, read together.
- 01
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.
- 02
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.
- 03
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.
Tests
What the tests settled.
One clear question per test, and a decision once the evidence is in.
| 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 |
Next month
Three priorities for September.
Ranked by the impact we expect and how quickly we can learn from each.
Start a project- 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.
Measurement notes
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.
Long View
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Long View is our ongoing work across Google Ads, Meta Ads and the page after the click. We reply within one UK business day.