Cross Street CoffeeDemo data
Sample data. None of these numbers are real, but every panel is wired to the real thing: Shopify, Meta, Google, TikTok, Klaviyo and Recharge. Hover any i to see what a number means and how it's worked out. This is the dashboard That Other Agency builds for its clients.Get one for your brand

1 to 10 Oct 2026 vs 1 to 10 Sep 2026

Timezone Europe/London · GBP
Net salesWhat the shop actually took, after discounts and refunds and before tax and shipping.Gross sales minus discounts minus refunds.
£15.9K
+26.4%vs last period
OrdersOrders placed in the period.Paid orders only. Free send outs are counted separately.
259
+18.3%vs last period
Average order valueWhat an average order is worth.Net sales divided by orders.
£61.45
+6.9%vs last period
Conversion rateThe share of visits that ended in an order.Orders divided by sessions.
2.94%
+3.0%vs last period
SessionsVisits to the store in the period.Shopify's own session count, so it matches their reports.
8,796
+14.8%vs last period
MER (net sales ÷ spend)Marketing efficiency ratio: the revenue the whole business makes for every £1 of ad spend.Net sales divided by total ad spend across Meta, Google and TikTok.
2.21x
+20.0%£7,204 spend
Returning customer shareThe share of orders from people who have bought before.Returning customer orders divided by all orders.
28.6%
+7.9%vs last period
Subscription shareThe share of orders that came in on a subscription.Subscription orders divided by all orders.
8.1%
−1.4%vs last period

Sessions by channel and conversion rate

Volume and quality in one frame. A channel can pour in sessions and convert badly; this is where you see both.

8,796 sessions
2.9% conversion
Sessions by channel05001k1.5kConversion rate0%1%2%3%4%3.1%1 Oct2 Oct3 Oct4 Oct5 Oct6 Oct7 Oct8 Oct9 Oct10 Oct
Paid SocialPaid SearchOrganic SearchDirectEmail & SMSOrganic SocialAI ReferralOther
Site changeLanding pageCreative, script or adLaunchEmail or SMS send
Show as table
ChannelSessionsOrdersConversionShare of sessions
Paid Social3,471651.9%39.5%
Paid Search835323.8%9.5%
Organic Search1,221383.1%13.9%
Direct1,188393.3%13.5%
Email & SMS999555.5%11.4%
Organic Social587101.7%6.7%
AI Referral245104.1%2.8%
Other250104.0%2.8%

Net sales and average order value Daily net sales with average order value over the top.Each marker is a change that went live that day, so you can see what moved the line.

Net of discounts and returns, before tax and shipping. The grey line is the previous period, day for day.

Net sales per day£0£1k£2k£3k£1,407Average order value£58£60£62£64£61.171 Oct2 Oct3 Oct4 Oct5 Oct6 Oct7 Oct8 Oct9 Oct10 Oct
Net salesPrevious period

Cart and checkout completion Where people drop out between landing and paying.Sessions, added to cart, reached checkout and converted, as Shopify records them.

Where people fall out between the cart and paid.

  1. Sessions8,796100.0% of sessions
  2. Added to cart6417.3% of sessions· 7.3% from previous
  3. Reached checkout3824.3% of sessions· 59.6% from previous
  4. Completed checkout2592.9% of sessions· 67.8% from previous
Checkout completion rate (paid ÷ reached checkout)0%20%40%60%80%74.2%1 Oct2 Oct3 Oct4 Oct5 Oct6 Oct7 Oct8 Oct9 Oct10 Oct

Units sold by product Units and revenue for every product.A bundle counts as one unit of the bundle. The bundle panel breaks out what went inside.

What is actually selling. Bundles in orange, singles in blue.

25.8% bundle units
  • Midnight Oil, Dark Roast
    123£1,601
  • Early Riser, Breakfast Blend
    57£689.13
  • Cold Brew Concentrate
    50£837.00
  • Sunday Filter, Light Roast
    45£627.75
  • Two Bag Starter Duobundle
    34£790.50
  • Off Switch, Swiss Water Decaf
    27£351.54
  • The Whole Shelfbundle
    23£1,326
  • Morning and Night Duobundle
    18£451.98
  • The Roastery Collectionbundle
    11£797.94
  • The Barista Editbundle
    11£429.66
  • Winter Warmer Kitbundle
    8£282.72

Subscription vs one-time orders How many orders each day came in on a plan rather than one off.Split by purchase type at checkout.

Trended, not a snapshot.

Orders per day010203040Subscription share of orders0%5%10%15%8.7%1 Oct2 Oct3 Oct4 Oct5 Oct6 Oct7 Oct8 Oct9 Oct10 Oct
One-timeSubscription

Top landing pages The pages people land on first, and how well each one converts.Sessions and conversion rate by landing page.

Sessions by entry page. Orange marks busy pages converting under 1.5%.

  • /
    2,6362.1% CR
  • /products/midnight-oil
    1,7413.3% CR
  • /products/two-bag-starter-duo
    6453.9% CR
  • /collections/all
    6053.3% CR
  • /products/cold-brew-concentrate
    4752.9% CR
  • /products/the-whole-shelf
    4152.9% CR
  • /blogs/brew-guides
    3441.2% CR
  • /products/sunday-filter
    3273.1% CR
  • /pages/our-roastery
    2781.4% CR
  • /products/early-riser
    2633.4% CR
  • /pages/coffee-quiz
    851.2% CR

Traffic sources The referrers and campaigns behind the sessions.Grouped from referrer and UTM tags, including AI assistants as their own channel.

Where people arrive from, coloured by channel. AI assistants are split out rather than buried in referral.

  • Facebook / Instagram adsPaid Social
    3,6271.9% CR
  • DirectDirect
    1,1913.3% CR
  • GoogleOrganic Search
    1,0213.1% CR
  • Klaviyo emailEmail & SMS
    9335.5% CR
  • Google adsPaid Search
    8503.9% CR
  • InstagramOrganic Social
    3441.7% CR
  • FacebookOrganic Social
    2621.5% CR
  • Referral sitesOther
    2593.9% CR
  • ChatGPTAI Referral
    1684.2% CR
  • BingOrganic Search
    1643.0% CR
  • Klaviyo SMSEmail & SMS
    1015.9% CR
  • PerplexityAI Referral
    644.7% CR
  • Google GeminiAI Referral
    214.8% CR

Spend, MER, CAC and ROAS Ad spend across every platform with the efficiency numbers next to it.Platform ROAS is the revenue each platform claims divided by its spend. MER uses real net sales instead, so it's the honest one.

MER is net sales over all ad spend. ROAS is platform-reported revenue over spend, so it flatters. CAC is spend per new-customer order.

Ad spend
£7,204
prev £6,838
MER (blended)
2.21x
prev 1.84x
CAC
£38.94
prev £42.47
Platform ROAS
1.64x
prev 1.32x
Spend per day by platform£0£200£400£600£800Efficiency, 7-day trailing0x1x2x3x1.67x2.22x1 Oct2 Oct3 Oct4 Oct5 Oct6 Oct7 Oct8 Oct9 Oct10 Oct
MetaTikTokGoogle
MERPlatform ROAS

Creative performance

Every ad, tagged back to the script and hook it came from. Name ads with S## and H## and they roll up automatically.

AdScript
S06 H02 | Morning routine POV | Midnight Oil
TikTok | Prospecting
S06H02£918.7014£65.620.91x1.09%34.0%
S04 H01 | Roastery film | Midnight Oil | 9:16
Prospecting | Midnight Oil
S04H01£913.9338£24.052.49x2.10%31.0%
S06 H05 | Grind, brew, go
TikTok | Prospecting
S06H05£736.219£81.800.73x0.88%26.0%
S03 H04 | UGC | The Barista Edit
Prospecting | Edits
S03H04£589.9921£28.092.14x1.79%29.0%
S04 H02 | Roastery film | Midnight Oil | 9:16
Prospecting | Midnight Oil
S04H02£462.0011£42.001.43x1.24%27.0%
S05 H02 | Review carousel | 5 star
Retargeting | Reviews
S05H02£461.7818£25.652.34x1.94%–
S08 H01 | 30 days of mornings
TikTok | Retargeting
S08H01£459.645£91.930.65x0.76%21.0%
S02 H03 | Creator static | Night Cream
Prospecting | Creators
S02H03£448.0912£37.341.61x1.40%–
Static | Find your roast
Retargeting | Quiz
–£424.9114£30.351.98x1.71%–
S09 H01 | Starter Duo | Two bags, two brews
Prospecting | Duos
S09H01£389.5713£29.972.00x1.63%19.0%
S07 H01 | Founder message | Why we started
Prospecting | Founder
S07H01£365.428£45.681.31x1.16%22.0%
S04 H01 | Roastery film | Midnight Oil | YouTube
Demand Gen | Midnight Oil
S04H01£215.307£30.761.95x4.74%–
S09 H01 | Starter Duo | Demand Gen
Demand Gen | Duos
S09H01£143.884£35.971.67x4.20%–
By script
ScriptSpendCPAROAS
S06 2 ads£1,655£71.950.83x
S04 3 ads£1,591£28.412.11x
S03 1 ads£589.99£28.092.14x
S09 2 ads£533.45£31.381.91x
S05 1 ads£461.78£25.652.34x
S08 1 ads£459.64£91.930.65x
S02 1 ads£448.09£37.341.61x
untagged 1 ads£424.91£30.351.98x
S07 1 ads£365.42£45.681.31x

Email and SMS

Revenue here is Klaviyo's attribution, so it overlaps with other channels and won't add up to Shopify. Markers are the campaign sends.

Attributed revenue
£4,762
29.9% of net sales
From campaigns
£2,850
1 send in this range
From flows
£1,912
top: Abandoned checkout
Attributed orders
83
32.0% of orders
Net sales per day (Shopify)£0£1k£2k£3kRevenue Klaviyo attributes to email and SMS£0£500£1k£1.5k£2k1 Oct2 Oct3 Oct4 Oct5 Oct6 Oct7 Oct8 Oct9 Oct10 Oct
CampaignsFlows
Campaigns sent in this range
SentCampaignRecipientsOpenClickOrdersRevenuePer recipient
4 Oct
EmailMidnight Oil 3 bag offer
11,20040.2%4.7%52£2,850£0.25

Results are each campaign's totals to date, including orders after the range ends.

Flows in this range
FlowOrdersRevenue
Abandoned checkout10£612
Welcome series9£554
Post purchase: how to brew5£287
Replenishment reminder4£249
Browse abandonment3£210

Repeat and returning customers

Returning-customer share of orders, visible every week rather than discovered at month end. Target: Target 32%.

28.6% returning share
74 returning orders
Orders per day010203040Returning share of orders0%20%40%60%Target 32%21.7%1 Oct2 Oct3 Oct4 Oct5 Oct6 Oct7 Oct8 Oct9 Oct10 Oct
New customersReturning customers

Bundle vs single mix

The duos, edits and collections against the singles. Track the mix and what it does to order value.

34.6% of units
46.6% of net sales
Units per day0204060Bundle share of units0%10%20%30%40%35.1%1 Oct2 Oct3 Oct4 Oct5 Oct6 Oct7 Oct8 Oct9 Oct10 Oct
SinglesBundles
What went out inside each bundle
BundleSoldNet salesContents per bundle
Two Bag Starter Duo34£7911 × Midnight Oil, Dark Roast, 1 × Early Riser, Breakfast Blend
The Whole Shelf23£1,3261 × Midnight Oil, Dark Roast, 1 × Early Riser, Breakfast Blend, 1 × Sunday Filter, Light Roast, 1 × Off Switch, Swiss Water Decaf
Morning and Night Duo18£4521 × Early Riser, Breakfast Blend, 1 × Off Switch, Swiss Water Decaf
The Roastery Collection11£7981 × Midnight Oil, Dark Roast, 1 × Early Riser, Breakfast Blend, 1 × Sunday Filter, Light Roast, 1 × Off Switch, Swiss Water Decaf, 1 × Cold Brew Concentrate
The Barista Edit11£4301 × Midnight Oil, Dark Roast, 1 × Cold Brew Concentrate
Winter Warmer Kit8£2831 × Midnight Oil, Dark Roast, 1 × Cold Brew Concentrate

Run rate and stock by SKU

Units ordered per SKU, projected in a straight line to a month (30.4 days). Based on 1 Jul to 30 Sep 2026, 92 days. Shopify orders only.

SKUProductUnitsIn bundlesPer dayPer monthIn stockMonths of cover
FD-MID-01Midnight Oil, Dark Roast1,15040%12.53801,4503.8
FD-ERS-02Early Riser, Breakfast Blend68149%7.42258203.6
FD-CBC-03Cold Brew Concentrate53455%5.81773902.2
FD-SUN-04Sunday Filter, Light Roast39644%4.31315204.0
FD-OFF-05Off Switch, Swiss Water Decaf13827%1.5463006.6
FD-MID-01-3Midnight Oil, Dark Roast / 3 bag550%0.618904.9
All SKUs2,95432.1977

Units are ordered before returns, so they match what left the warehouse. Shopify records a bundle as the SKUs inside it, so bundle sales already count towards each SKU. Only orders placed through this Shopify store are counted.

Influencer, PR and retail send outs

Orders sent out free of charge. They're left out of sales, orders, AOV and the product mix above, and still count towards the stock run rates. Cost is the cost per item set on each product in Shopify.

3.0% of all orders shipped
Send outs
8
orders
Items sent
10
1.3 per send out
Cost to us
£40
£5 per send out
Retail value
£202
at full price
TypeSend outsItemsCostRetail value
Influencer46£24£122
PR22£8£40
Retail22£8£40
What went out
  • Midnight Oil, Dark Roast
    4£11 cost
  • Early Riser, Breakfast Blend
    2£5 cost
  • Cold Brew Concentrate
    1£4 cost
  • Sunday Filter, Light Roast
    1£3 cost
  • Two Bag Starter Duo
    1£5 cost
  • The Whole Shelf
    1£12 cost

Refunds and returns

Money given back through refunds, returns and cancellations, by where the order shipped. Counted on the day it was refunded, which can be after the range the order was placed in. Send outs are left out.

Refunded
£232.66
1.3% of gross sales
Orders refunded
5
against 259 orders placed
Items returned
5
Average refund
£46.53
per refunded order
Shipped toOrdersGross salesOrders refundedRefundedRate
United Kingdom249£16,7884£209.661.2%
Ireland10£6991£23.003.3%
What was refunded
  • Midnight Oil, Dark Roast
    £116.003 returned
  • Early Riser, Breakfast Blend
    £70.002 returned
  • Cold Brew Concentrate
    £47.001 returned

Subscription health Active subscribers, new, cancelled and the monthly recurring revenue.From Recharge, or from Shopify's subscription contracts where Recharge isn't used.

Demo subscriber counts. Connect Recharge for live numbers.

Active subscribers
239
New subscriptions
15
started in this range
Cancelled subscriptions
4
1.7% churn in this range
Subscription orders
21
8.1% of all orders

AI and LLM referral traffic

ChatGPT, Gemini, Copilot, Perplexity and other assistants as their own channel, using Shopify's AI agent tagging plus referrer domains. This is where you see whether AI search is sending people to the site.

245 sessions
2.79% of all sessions
Sessions from AI assistants0102030231 Oct2 Oct3 Oct4 Oct5 Oct6 Oct7 Oct8 Oct9 Oct10 Oct
  • ChatGPT
    1687 orders
  • Perplexity
    643 orders
  • Google Gemini
    211 orders

Feature tracking How often a feature on the storefront is actually used.The storefront posts an event to the dashboard each time, so it counts real use rather than page views.

Every shipped change gets its own counter, so a checkout upsell or a bundle builder is read on its own take-up, not lost in the aggregate.

FeatureSinceShownTaken upTake-up rateDaily take-up
Checkout upsell (Cold Brew Concentrate)
checkout_upsell
16 Sep2082411.5%
Free gift over £60 (cart offer)
free_gift
10 Sep48910220.9%
How to instrument a feature on the storefront

Post one event when the feature is shown and one when it is taken up. Set FEATURE_TRACKING_KEY and STOREFRONT_ORIGIN in Vercel first. Link the key from a ticket and the take-up appears on the card.

fetch("https://www.thatotheragency.co.uk/api/features", {
  method: "POST", keepalive: true,
  headers: { "Content-Type": "application/json", Authorization: "Bearer <FEATURE_TRACKING_KEY>" },
  body: JSON.stringify({ key: "checkout_upsell", event: "shown", label: "Checkout upsell" })
});

Board Every change you ship, as a ticket.Give it a go live date and it drops a marker on every chart that day, so the effect is visible.

Open, in progress, blocked, closed. Every ticket is a marker on the charts, so the dashboard answers what we did and what happened next.

Drag cards between columns. Cards with a marker date draw a line on every chart.

Open2
SMS welcome flow with the roast finder link
Email / SMS20 Oct· Asher· hidden
Split AI referral traffic out in GA4
Other18 Oct· Steven· hidden
In progress3
Single serve trial packs live
Launch7 Oct· Asher
Hook test: roastery film, two opening lines on S04
Creative test1 Oct· Steven
Free gift with orders over £60
Site change10 Sep· Steven
Free gift over £60 (cart offer): 102 of 489 · 20.9% take-up
Blocked1
Build your own duo on product pages
Site change16 Oct· Steven· hidden
Closed3
Pull the quiz from prospecting, ads back to the Midnight Oil page
Site change28 Sep· Asher
Conversion recovered within two days.
Roast finder quiz as the landing page for Meta prospecting
Landing page23 Sep· Steven
Sessions up 45% but Paid Social conversion nearly halved. Pulled after 5 days, ads back to the Midnight Oil page.
Checkout upsell: add Cold Brew Concentrate to bag orders
Site change16 Sep· Steven
Checkout upsell (Cold Brew Concentrate): 24 of 208 · 11.5% take-up
AOV up roughly 6% with no drop in checkout completion. Keep.

Decision log What was decided, when it went live and what happened after.Built from tickets that have gone live, with the numbers either side.

Closed tickets with their outcome, newest first. The decision log, kept where the numbers are.

  1. 28 Sep 2026
    Pull the quiz from prospecting, ads back to the Midnight Oil page Site changeAsher

    Conversion recovered within two days.

  2. 23 Sep 2026
    Roast finder quiz as the landing page for Meta prospecting Landing pageSteven

    Sessions up 45% but Paid Social conversion nearly halved. Pulled after 5 days, ads back to the Midnight Oil page.

  3. 16 Sep 2026
    Checkout upsell: add Cold Brew Concentrate to bag orders Site changeSteven

    AOV up roughly 6% with no drop in checkout completion. Keep.

Data sources Which connections are live right now.Each source reports its own status, and any problem is written in plain English.

What is live, what is demo, what is off.

  • ShopifyDemoAdd SHOPIFY_STORE_DOMAIN, SHOPIFY_CLIENT_ID and SHOPIFY_CLIENT_SECRET to go live.
  • Sessions and funnelDemoDemo sessions until Shopify is connected.
  • Meta adsDemoDemo spend and creatives.
  • Google AdsDemoDemo spend and creatives.
  • TikTok adsOffNot in the demo. Add TIKTOK_APP_ID and TIKTOK_APP_SECRET in Vercel, then click Connect TikTok in Settings.
  • RechargeDemoDemo subscriber counts.
  • KlaviyoDemoDemo campaign sends and email revenue.
  • Ticket storageOffIn memory only, so tickets reset on each deploy. Connect a Redis store to the Vercel project to keep them.
  • PasswordOffNo DASHBOARD_PASSWORD set. Fine for the demo, required before live data.