Period: 1 Aug–31 Aug 2025
Fashion. High-consideration vertical. Catalogue depth + AOV defence (bundles, room sets) essential. Seasonality risk in monsoon.
Paid traffic converting but not scaling; organic revenue untapped. No system to sustain AOV as discounting pressure rose.
Break ₹30L monthly tracked revenue. Keep Meta CPA ≤ ₹300. Build SEO revenue moat to reduce paid dependency.
Static lifestyle + room transformation creatives; Advantage+ Catalog + broad targeting; weekly creative rotation; fatigue automation.
Category hub architecture; internal linking framework; PDP schema + SEO-optimised copy; topic clusters (“how to”) to intercept search intent; site-speed trims.
Bundle sets to protect AOV; size/fit guides + returns visibility + cart microcopy to reduce drop-offs.
Static “before/after” on the model with lifestyle context outperformed product-only angles by 18% CTR; rolled into weekly rotation.
Advantage+ Catalog with broad targeting beat stacked interest segments (ROAS +12%); fatigue rules auto-paused low performers.
Category hubs with internal linking lifted SEO sessions 31%; 60% of SEO revenue from hub-driven journeys.
Topic clusters (“how to arrange wall art,” “small room styling”) captured mid-funnel intent; 4% conversion rate on cluster landings.
Bundle sets (2-piece) lifted AOV 9%; 28% of Meta revenue from bundles.
PDP schema + trust badges (returns policy, size guides) reduced cart abandonment 6%; checkout microcopy clarified delivery timelines.
Cart upsell module (add matching accessories) contributed ₹2.1L incremental revenue; 11% attach rate.
Weekly creative refresh cadence prevented fatigue; no campaign saw ROAS dip >8% week-on-week.
| Metric | Value |
|---|---|
|
Spend
|
₹6,33,114
|
|
Purchases
|
2,331
|
|
Purchase conversion value |
₹31,55,340
|
|
ROAS
|
4.98×
|
|
CPA
|
₹272 |
|
AOV
|
₹1,354
|
|
Adds to cart
|
56,165
|
|
Purchase-from-ATC rate |
4.1% |
|
Orders/day
|
75.2
|
|
Revenue/day
|
₹1,01,785
|
| Metric | Value |
|---|---|
|
Meta revenue
|
₹31,55,340 |
|
SEO revenue
|
₹10,78,000 |
|
Total tracked revenue
|
₹42,33,340
|
|
Meta revenue share
|
74.5%
|
|
SEO revenue share
|
25.5%
|
|
MER (blended)
|
6.69×
|
CPA ₹272 (target ≤₹300). ROAS 4.98× sustainable; Meta remains primary revenue driver at 75% share.
₹10.78L revenue at near-zero media cost. Category hubs + topic clusters capturing mid-funnel intent; reduces paid acquisition pressure.
Bundles lifted AOV 9%; 28% of Meta revenue from multi-item orders. Critical as discounting erodes margin.
Room for cart/checkout friction work. Microcopy + trust elements (returns, fit guides) started; expect 5–6% achievable.
SEO concentration. One algorithm shift hits 25% of revenue. Need email/SMS retention layer + LTV stack.
25.5% revenue reliant on organic. Backlink decay or algo shift = immediate hit. Build WhatsApp/email retention parallel.
₹1,354 defensible but fragile. Expand bundle SKUs; premium tier (new launches).
Weekly rotation holding, but creative pipeline thin. Need UGC program + influencer content licensing for scale.
4.1% ATC to purchase low for Fashion. A/B test one-click checkout, COD messaging, EMI visibility at cart.
