Home Insemination Solutions
August 2026
Revenue held flat on 30% less traffic because the store converted far better. Orders rose for a third month running. The whole gap between flat revenue and rising orders is average order value, and the whole gap in average order value is basket size — customers bought the right products, just fewer items at a time.
GA4 attributed R21,367 against Shopify’s R23,699 gross — about 90% coverage. These figures rank channels against one another; they do not measure what each channel contributed incrementally.
Variants combined at product level. The Mezzo is now the top product by revenue.
One PMax campaign counts begin-checkout as a conversion alongside purchases, so every abandoned cart is logged as a sale and carries the cart’s value. That inflates both columns: 47.4 reported conversions against 42 real orders, and R690 of value per conversion against a real gross AOV of R564. Shopify logged 119 sessions reaching checkout and 41 completing — ample abandoned carts to produce exactly this pattern.
The scale shows in the Insemination PMAX campaign: R21,696 claimed from R1,900 of spend, which is 1.52× everything the store sold over the whole period it was live. 19 August: campaign R7,152, store R890 across one order.
Working estimate. GA4 attributes R13,622 to Google paid channels against R5,595 of spend — 2.43×. Scaling that channel share onto Shopify’s gross gives roughly R15,100, or 2.70×. Use 2.4–2.7× for August, not 5.85×. Purchases-only reporting starts next month; restate July and August on the same basis.
| Campaign | Type | Spend | Reported value | ROAS | vs July | Conv. | Lost to budget |
|---|
Brand distortion. There is no separate brand campaign, so brand sits inside Shopping and PMax. Matching the search terms report on “home insemination”, “home insemination solutions” and “HIS”, brand took 16.7% of covered spend and 39% of reported conversions. Because PMax withholds roughly a quarter of terms and the conversion values themselves are inflated, a clean non-brand ROAS cannot be produced for this account this month.
Non-converting search terms. R2,761 of covered spend returned nothing. The clearest negative-keyword candidates are research-intent terms — “donor sperm cost” (R55), “sperm bank near me” (R23) — and the competitor brand “sofitt nutrition” (R31).
Purchase ROAS and Results are empty in both months because conversion tracking is unavailable for this product category, not because the setup is faulty. That rules out ROAS as a success measure here permanently, so GA4’s R1,589 of attributed Paid Social revenue is modelled, not measured, and cannot settle whether the channel pays.
The channel is paused and being rebuilt around video and display creative on an awareness brief. Under the old direct-response brief, 81% of clicks being engagement rather than visits was a failure; under an awareness brief it is not. What carries over is the cost of reach — CPM rose 37% to R21.01 on a much smaller budget, and video inventory should bring that back down.
Set the targets first. A channel with no conversion measurement needs a reach and frequency goal, a CPM ceiling and an agreed read on assisted sessions in GA4 agreed before launch — or it gets judged after the fact on the ROAS figure it structurally cannot produce.
| Product | Aug units | Jul units | Change | Aug sales |
|---|
Method. The prescribed six-month linear trend returns R16,976 for September — an artefact of the March outlier of R48,660 still sitting inside the window, and below every month since December. The base case is built instead on the last three months (R23,478 · R26,520 · R26,337, orders 33 · 37 · 42) with stated order and AOV assumptions. The mechanical figure is disclosed rather than buried; the departure from it is deliberate.
Most sensitive to: AOV recovery of R50 (+R2,104) · three additional orders (+R1,898) · Pre-Seed back to July volume (+R4,475 gross). Only 14 months of history exist, so seasonality is treated as upside, never as a base assumption — last year’s Sept/Aug ratio of 3.22 comes from the launch ramp and is not a seasonal signal.
Expect the reported ROAS to fall. September is the first month reporting purchases only, so the Ads figure will drop sharply against August’s 5.85×. That is the measure changing, not performance declining.