Balance Coffee KPI Dashboard

Key Insights ShopifySkioGA4

Revenue & LTV

Subscribers are worth 5x more than one-time buyers

Subscriber LTV is £360 (£33/mo x 10.8 month avg lifespan) vs store-wide customer LTV of £75. Every subscriber you retain is worth nearly 5 one-time customers. Retention improvements have disproportionate revenue impact.

64% of customers never return after their first purchase

Repeat rate is 36% across 3,825 active customers (last 6 months). One-purchase customers spend £41 avg. Multi-purchase customers spend £134 avg across 3.6 orders. The gap between converting someone to a second purchase is the single biggest LTV lever outside subscriptions.

Subscription Health

62% of all subscription cancellations happen after just 1 cycle

Most cancellations are not dissatisfied customers - they're people who accidentally subscribed. Gorgias cross-reference shows 58% of CS-handled cancels explicitly said they didn't mean to subscribe. The PDP subscribe-by-default UX is the root cause, not product quality.

Genuine churn is closer to 3.9%, not 9.27%

Skio dashboard shows 9.27% monthly churn, but this includes accidental subs and merchant-cancelled orders. After removing these, genuine product/price-driven churn is estimated at ~3.9%. This is below DTC coffee benchmarks (5-7%), meaning your actual subscribers are highly satisfied.

Active subscriber base grew +52 in the last 30 days (760 to 812)

Net positive growth despite the cancellation noise. 185 new subscribers acquired vs 105 cancelled + 28 failed. If accidental subs were reduced by 50%, net growth could increase to +80-90/month without any additional acquisition spend.

Channel Performance

Paid Search delivers the highest revenue per session at £2.51

Paid Search is only 7% of traffic (2,770 sessions) but generates £6,954 in GA4 attributed revenue with a 5.99% conversion rate. Organic Search drives 59% of traffic but converts at just 0.57%. Paid is working - the question is whether scaling it maintains this efficiency.

Email converts at 5.51% - second highest CR after Paid Search

2,088 email sessions generated £4,910 revenue (Klaviyo flows + campaigns). Email has the smallest gap between sessions and purchases of any channel. Priority: fix the broken browse abandonment flow (39 triggers instead of 3-5K) to unlock an estimated £27K/yr.

Webgains affiliate channel: £4,128 revenue from 100 transactions in March (live API data)

Top publishers by revenue: Retargeted AI (32 txns, £1,325 - retargeting), Bannercrowd (18 txns, £878 - display), RedBrain (11 txns, £549 - price comparison), Sovrn (9 txns, £379 - content monetisation), Blue Light Card (6 txns, £211 - discount community). Total commission paid: £230. Effective commission rate: 5.6%. Average affiliate AOV: £41.28. 32% of all affiliate revenue comes from one publisher (Retargeted AI) - concentration risk worth monitoring.

SEO

Organic clicks trending down: 842/day early March to 636/day late March

Average position drifted from 6.4 to 7.2 over the month. CTR dropped from 0.80% to 0.65%. This is a slow bleed, not a crash - likely algorithm-related or seasonal. Mone should investigate which pages lost position and whether any content updates or new competitor pages appeared.

Alerts

27 failed payments per day on average

That's ~810 failed payments/month across 871 active subscriptions. At £33 ARPU, each recovered payment is worth £33 immediate + £360 LTV if they stay. Even a 50% recovery rate on failed payments = ~£13K/yr. Check Skio's dunning settings and retry cadence.

March 24 had a revenue spike: £2,762 total sales (70 orders)

Highest single day in the period. £938 in discounts that day (34% of gross) suggests a campaign or promotion drove it. Identify what ran on that date and whether the subscribers acquired that day retain or churn at 1 cycle.