Homebody MN

The Short Version

Homebody MN just had its strongest year. The business is healthy. The ad account lost efficiency over the summer, and the causes are specific and fixable before your birthday sale.

What We Found

• Ads drive your store. In 2025, weeks with under $100 in ad spend averaged 3 store orders. Weeks with $600 or more averaged 47. Meta takes credit for about 7 in 10 store orders over the past year, and your own checkout survey and ad discount codes point the same way.
• 2026 was ahead of 2025 until June. January through May returned 3.31x on ad spend, compared with 2.74x in the same months of 2025. The drop starts in June.
• Your best ads wore out. Your top ad set returned 5.95x in January and slid every month to 2.56x in August. It ran the same images, the same headline, and the same text the whole time.
• The August rebuild split the budget too thin. About $100 a day is now divided across five campaigns at $20 each. Every one of them is stuck in Meta's "learning limited" status. Cost per purchase went from $33.80 in August to $56.83 in September.
• Meta is missing signals. Three different pixels are in use. Ads Manager has recorded almost no adds to cart from your ads since February. Your saved lookalike audiences are all too small to use.
• About a third of ad spend went to retreats and subscriptions, which returned 1.51x and 0.84x. Candles returned 3.60x.
• Email sells, and it went quiet. Outside the holiday season, days with an email brought in 72% more store revenue than days without one. Only four emails went to your full list between January and mid September.
• The page your ads land on shows no products on a phone until the visitor scrolls past a banner and closes a popup. 87% of your ad spend reaches people on phones.

The Five Moves That Matter Most

1. Combine the five candle campaigns into one campaign with one ad set.
2. Put every purchase signal on one pixel, then confirm adds to cart are recording.
3. Launch six new, clearly different ads before the October 10 birthday sale.
4. Fix the ad landing page on mobile and test a lower free shipping threshold.
5. Send two candle emails a month and set up the automatic emails listed in the Email section.

The full step-by-step plan is in Your Action Plan.

Your Year in Numbers

Three income streams, three different rhythms. Candles follow ads and holidays. Retreat deposits arrive when dates are announced. Subscriptions bill every three months.

One product leads the store. Burning the Patriarchy brought in $26,412 over the past 12 months, which is 23% of all candle and shop product sales. Let's Try A Matriarchy, Trans Pride Ally, Shut Up I'm Reading, and I'm Cold follow at 5% to 7% each.

What Drove Sales

We lined up daily ad spend, every email send, and every store order to see what moves what.

Ads and Store Orders Move Together

In 2025 the link between weekly ad spend and weekly store orders was very strong (a correlation of 0.82, where 1.0 is a perfect match). In 2026 it weakened to 0.57. You are spending similar money and getting fewer orders back for it, which is the efficiency problem the next section explains.

Three separate sources agree that ads are the main way new customers find you:

• Meta's own count: 1,204 purchases credited to ads against 1,731 store orders in 12 months. Meta includes some subscription purchases and some people who only saw an ad, so treat this as an upper limit.
• Your checkout question "How did you find our little company?": of the 1,037 orders that answered since September 2025, 33% said Instagram, 15% picked Social Media Ads, and another 23% typed Facebook or an ad into the Other box. Google was under 3%.
• Your ad discount codes: BURNIT and HOMEBODY appear only in ads. They were redeemed 78 times in September 2025 and 2 times in August 2026.

Email Lifts Sales on the Day It Goes Out

During the holiday window, every one of your top sales days lined up with an email, heavy ad spend, or both. Your biggest day, November 30, had $1,303 in ad spend. The Black Friday emails on November 27 and 28 opened the four-day run.

Why Your Ads Convert Lower Than a Year Ago

Same budget, one third of the orders. Here is the side by side for the first 16 days of September.

See every month compared with the year before

Month	Ad spend	Purchases	Return	Cost per purchase	Spend, same month a year earlier	Return a year earlier	Cost per purchase a year earlier
Oct 2025	$7,395	187	2.11x	$40	$244	2.65x	$41
Nov 2025	$10,223	397	3.16x	$26	$7,836	1.50x	$46
Dec 2025	$4,314	164	3.17x	$26	$3,100	2.09x	$33
Jan 2026	$1,809	43	2.48x	$42	$99	5.09x	$14
Feb 2026	$207	15	5.01x	$14	$416	5.22x	$14
Mar 2026	$1,074	48	4.34x	$22	$966	2.37x	$21
Apr 2026	$743	41	3.52x	$18	$1,232	2.80x	$20
May 2026	$772	39	3.14x	$20	$863	1.59x	$31
Jun 2026	$2,019	63	1.87x	$32	$3,199	1.74x	$36
Jul 2026	$1,306	49	2.22x	$27	$935	2.37x	$23
Aug 2026	$777	23	2.01x	$34	$1,558	4.01x	$17
Sep 2026	$1,534	27	1.29x	$57	$4,032	3.24x	$21

Meta-reported, 7-day click and 1-day view attribution, all campaigns.

Cause 1: Your Winning Ads Wore Out

This ad set carried the account. It was never refreshed. Across the account's ads, one primary text ("These aren't your average candles...") appears 150 times and one headline ("We Make Candles. And Statements.") appears 129 times. Nearly every image uses the same layout: a candle photo, a green "Proudly Trans-Owned" banner, and a discount ribbon in the corner. People who were going to respond to that ad have seen it.

The June Pride ads did not replace it. The three Pride 2026 ad sets returned 1.44x, 1.76x, and 0.86x.

Cause 2: The August Rebuild Split the Budget Five Ways

In August the account added 67 ads, 16 ad sets, and 4 campaigns, and logged 387 edits. The best ad set lost its budget around August 13 and was paused August 31. Today about $100 a day is divided across five campaigns at $20 a day each.

Meta's system needs roughly 50 purchases a week in an ad set to finish learning. At last year's $25 cost per purchase, that takes about $180 a day in one ad set. Your five ad sets each earn between 1 and 8 purchases a week, and Meta labels all five "learning limited." One ad set with the full budget would earn four to five times more signal than any of them does now.

Cause 3: Meta Is Missing Signals

• Three pixels. Your site code loads pixel 618167419516890, which your candle ads optimize toward. Your Google Tag Manager container (GTM-MPJ2CXXB) sends page views, adds to cart, checkouts, and purchases to a second pixel, 658231776970877, which your retreat ads use. Subbly reports to a third, 380607440143076. Each pixel learns from only part of your customers.
• Adds to cart stopped recording. Ads Manager counted 502 adds to cart from ads in August 2025, 65 in September 2025, and between 0 and 3 in every month since February 2026. Checkouts and purchases still record. The add to cart tag in Google Tag Manager is addressed to the second pixel, the one your candle ads do not use.
• No usable lookalikes. All three saved lookalike audiences show "Audience is too small to be used."
• No tracking tags on ad links. None of the 142 ads carries URL parameters, so Google Analytics cannot tell you which ad a sale came from. The same is true of email: 0 of 365 links to your site in recent emails carry tags.

Cause 4: Budget Leaks

• Audience Network and Threads. In the past 90 days Audience Network took $100, reported a 38% click rate, and produced zero purchases. Click rates that high with no sales are accidental or automated clicks. Threads took $84 with zero purchases.
• A campaign optimized for clicks. "Candles Catalog" (August 4) was set to optimize for link clicks. It bought clicks at $0.07 and produced zero purchases on $124.
• Ads to past buyers. "Candles - Purchasers Warm Audience" is returning 0.64x this month. These people are on your email list, where reaching them is free.
• Stories and Reels stopped working. Instagram Stories returned 3.01x in summer 2025 and 0.66x in summer 2026. Facebook Reels went from 3.08x to 0.66x. The square product images were not built for a vertical screen.
• Three Black Friday 2025 campaigns are still switched on. "Black Friday 2025 Candles" has a $200 a day budget attached. They are not spending this month, and they should be turned off so they cannot restart.

Cause 5: The Landing Experience Asks a Lot

$23,356 of the past year's ad spend sent people to your Shop page. On a phone that page opens with a full-width "Shop" banner, a line inviting people to leave for subscriptions, and an email popup. No candle is visible until the visitor scrolls. In our lab test on a mid-range phone connection the page scored 43 out of 100 for speed and weighed about 5 MB. Details and fixes are in the Website section.

Your Ad Account Plan

One campaign for candles, clean tracking, fewer edits. This is how the account ran when it worked best.

Build This Structure

1. Create one campaign called "Candles: Always On"

   Objective: Sales. Turn on campaign budget and set it to what you spend on candles today, about $80 to $100 a day. One ad set inside it. Conversion location: website. Performance goal: maximize number of conversions. Conversion event: Purchase, on the single pixel you keep (see step 3).

2. Set the audience and placements

   Location: United States for the main ad set. Advantage+ audience on. In Placements choose Manual placements, keep Facebook and Instagram feeds, Stories, and Reels, and untick Audience Network and Threads.

   Why: Feeds earned 81% of your spend and nearly all purchases. Audience Network and Threads produced none.

3. Consolidate to one pixel

   In Events Manager, open each of the three data sources and compare the past 28 days of Purchase and Add to Cart events. Keep the one your candle ads already use (618167419516890) because it holds the most purchase history. Then: point the Google Tag Manager Meta tags at that same pixel ID, or remove them if Squarespace's built-in Meta Pixel connection already sends the same events, so events are not counted twice. In Subbly, replace the pixel ID with the same one. Place a test order and confirm in Events Manager's Test Events tab that View Content, Add to Cart, Initiate Checkout, and Purchase each arrive once.

   Why: one pixel sees every customer. Three pixels each see a slice.

4. Check for the Conversions API

   In Events Manager, open the pixel and look at the Purchase event. If the connection method says "Browser" only, the server connection is missing. Ask Squarespace support which Conversions API option your plan supports, or we can walk through Meta's Conversions API Gateway on our next call.

   Why: browser-only tracking loses purchases on iPhones and in browsers that block trackers.

5. Add tracking tags to every ad

   In each ad, under Tracking, paste this into URL parameters:

   utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}

   Why: Google Analytics (you already have it installed) will then show sales by ad, independent of Meta's own reporting.

6. Turn off everything else

   Pause "Candles", "Candles - Refreshed August 2026", "Candles - Purchasers Warm Audience", and "New Setup Candles Catalog" once the new campaign is delivering. Turn off "Black Friday 2025 Candles", "Warm Subscriptions", "Warm Retreats", and "Pride 2025". Pause "Subscriptions 2026" (see the Subscriptions section for when to bring it back).

7. Leave it alone for seven days

   No edits to budget, audience, or ads for the first week. Judge results on seven-day windows. A single slow day is normal.

   Why: every significant edit restarts learning. The August edits are part of why September costs more.

8. Scale in steps for the fourth quarter

   When cost per purchase holds at or under your target for seven days, raise the campaign budget by 20%. Repeat every three to four days. Your break-even cost per purchase is your average order value multiplied by your gross margin. As an example only: a $75 average order at a 60% margin breaks even at $45. Send us your real margin and we will set the target together.

Regional Targeting

On our call we talked about focusing on the Northeast and Northwest. Your order data supports a regional focus and sharpens the list. Minnesota is 22% of orders. Measured per million residents, your strongest states are:

California (110 orders), New York (63), and Texas (60) send real volume but index low for their size: 2.8, 3.2, and 2.0 per million. We recommend starting the consolidated campaign national so it has the most room to learn, then testing a regional copy (Upper Midwest, Colorado, Pacific Northwest, New England) against it with Meta's A/B test tool after the birthday sale. Run one test at a time at this budget.

Add Our LGBTQ Audience Data

Your agreement includes access to The Gaygency's LGBTQ audience data. We add it to your ad account and manage it there. Here is how we recommend using it.

1. Build a lookalike audience from the data

   In Audiences, choose Create audience, then Lookalike audience. Select the LGBTQ audience we share as the source, United States as the location, and 1% as the size. Create a second one at 3%.

   Why: we recommend a lookalike over the raw list. A lookalike gives Meta millions of similar people to work with, which keeps costs down at your budget. It also gives you a working lookalike for the first time, since your current three are too small to run.

2. Test it against what you run now

   After the consolidated campaign has run for two weeks, use Meta's A/B test tool (Experiments) to compare two copies of the same ad set with the same ads and equal budgets: your current Advantage+ audience, and the 1% lookalike added as an audience suggestion.

3. Try the strict version too

   If you want to test the data on its own, duplicate the ad set, choose "Switch to original audience options", and select only the shared audience or only the lookalike. Expect higher costs per thousand views on the strict version because the pool is smaller. Compare cost per purchase, not click rate.

4. Read the result after 14 days

   Keep whichever version wins on cost per purchase. Then refine: layer the winning audience with your best regions, or widen the lookalike to 3%.

Your Ads, Images, and Video

In 2026 Meta decides who sees an ad largely from the ad itself. Six different ideas teach it more than sixty versions of one.

What Is in the Account Today

• Format: of the 48 ads that spent in the past 90 days, one is a video. The rest are still images and catalog cards.
• Look: one template. Candle photo, green "Proudly Trans-Owned" banner, discount ribbon.
• Offer: all 14 of your top-spending ad images lead with a discount code (10%, 15%, 20%, or $100 off a retreat). New visitors rarely see a full-price reason to buy.
• Copy: one primary text and one headline carry most of the account. The typical primary text is 205 characters, and Meta shortens text after about 125.
• Sizes: 99 square images and 91 vertical images. Square images leave empty space in Stories and Reels.
• Video: 32 video files, mostly 6 and 14 second clips from August 2025, plus a 44 second retreat video.

Make These Six Ads First

1. The name is the joke

   Large, tight crop on the label of Burning the Patriarchy. No banner, no ribbon. Let people read the name. Headline idea: "Oakmoss, amber, and a point of view."

2. The scent

   What it smells like and how long it burns. Your product page says "Like the hottest guy you've ever smelled." That line belongs in an ad.

3. Customer words

   Use real lines from your checkout notes and reviews, with permission. "Your Matriarchy candle made me..." style quotes over a photo of the candle in a home.

4. Cameron on camera

   A 10 to 15 second vertical video: pouring, labeling, one sentence about why you started. Film on a phone. Captions on.

5. The gift

   "I Forgot To Get You A Gift" and a three-candle bundle for the holidays. Gift ads were your best performers last fourth quarter.

6. The carousel of names

   Five candles, one per card, funniest names first. End card: 5% of profits donated.

Production Rules

• Build every ad in two sizes: 4:5 (1080 x 1350) for feeds and 9:16 (1080 x 1920) for Stories and Reels. In Canva, keep text out of the top 14% and bottom 20% of the vertical version so Instagram's buttons do not cover it.
• Keep primary text under 125 characters for the first line. Put the rest below.
• Test the discount. Run half of the new ads with no code. If full-price ads hold their cost per purchase, you keep 10% of every order.
• Add two or three new ads every two to three weeks inside the same ad set. Do not pause ads in their first seven days.
• Keep "Proudly trans-owned" in every ad. Move it from the biggest words on the image to the supporting line, so the product leads.

Your Website and Checkout

Most ad visitors arrive on a phone, on the Shop page. These changes make that first screen sell.

1. Show candles on the first screen

   On the Shop page, shrink or remove the full-width "Shop" banner and move the "Check out our Subscription Boxes" line below the first rows of products. Better still, build a "Best Sellers" page with your top eight candles and send ads there.

   Why: the page that received $23,356 of ad traffic shows zero products on a phone until the visitor scrolls.

2. Give the email popup a reason and a delay

   The popup appears the moment any page loads and offers nothing ("We promise not to spam you"). Set it to appear after 15 to 20 seconds or on the second page, and offer the 10% welcome code you already give away in ads. The same popup appears again on the Subbly site. Keep one.

3. Test free shipping at $75

   Your bar says "Free Shipping on Orders over $150." Only 1 in 9 orders gets there. A $75 threshold sits just above your typical order, so it nudges people from two candles to three or four. Check the margin on a $75 order with free shipping before you switch, and run it for 30 days.

4. Fill out the product pages

   Burning the Patriarchy, your best seller, has two sentences. Add size and burn time, what the candle is made of, the 5% donation, shipping cost and timing, and customer reviews on the page. The reviews you collect on your Review page can be shown here.

5. Darken the gold text

   Links, prices, and descriptions use gold (#99831E) on light gray, which measures 3.19 to 1. The accessibility standard for body text is 4.5 to 1. A darker olive such as #6E5F1C passes and stays on brand. This matters most for your core buyers, who are 45 and older.

6. Lighten the pages

   The Shop page loads 82 products and about 5 MB on a phone. Show 12 to 24 products per page and upload images no wider than 1,500 pixels.

7. Smooth the jump to subscriptions

   Subscribing takes a visitor across three web addresses: homebodymn.com, homebody-mn.subbly.me, and subbly.co for checkout. Your page warns people the site "looks a bit different." Ask Subbly about embedding the subscription checkout on your own domain, and carry the same pixel through all three.

8. Add "Email" to your checkout question

   "How did you find our little company?" has no email option, so email never gets credit. Add "Your email newsletter," and consider making the question required. 43% of orders skip it today.

9. Small fixes

   Replace the homepage share image (it is a 2021 screenshot). Point your Instagram bio link straight to your site or to a links page on your own domain, so your pixel and analytics see that traffic. The /fundraisers link in your footer returns a "page not found" error.

Your Email Program

3,179 people have asked to hear from you. They open at a healthy rate. They mostly hear about retreats and fundraising.

Set Up These Emails

1. Send two candle emails a month

   One new or seasonal candle, one story (a best seller, a customer note, where the 5% went). Put a "Shop" button in the first screen. Keep retreat and fundraising news as its own email to the people who opted into it.

2. Welcome series (3 emails)

   Day 0: the welcome code and your best sellers. Day 3: your story and the giving program. Day 7: a reminder that the code expires. Meta recorded 2,045 lead events from ad traffic in 12 months, most likely sign-ups through your email popup. Each of those people should get this series.

3. Abandoned cart

   Squarespace can send an automatic reminder to shoppers who leave a cart. Check your Commerce settings for "Abandoned Cart Recovery." Availability depends on your Squarespace plan.

4. After the purchase

   Day 10: ask for a review. Day 45 to 60: "Running low?" with a reorder link. A candle is a repeat purchase, and 89% of your customers have bought once.

5. Win-back

   Once a quarter, email customers who have not ordered in six months. You have 2,648 customers in Squarespace.

6. Tag every link

   Add ?utm_source=moosend&utm_medium=email&utm_campaign=name-of-email to links so Google Analytics shows email sales.

Your Fourth Quarter Email Calendar

Your Subscriptions

Subscriptions billed $86,731 in the past year, about a third of the business. The base has been shrinking since March.

• Cancellations follow the bill. 119 of 397 cancellations (30%) came within a week of a charge. May 2026 had 27 and August had 23, against 2 to 7 in the months between.
• You rarely learn why. 168 cancellations have no reason and 164 say "Something else." Only 40 say "Too expensive."
• New subscribers arrive in the fourth quarter. November 2024 brought 65 and October through December 2025 brought 116. April through August 2026 brought 14 in total.
• 94 subscriptions (13%) started as gifts.

1. Recover failed payments

   In Subbly, turn on automatic payment retries and the failed payment emails with a link to update the card. Then contact the 63 former subscribers whose subscriptions ended past due. They did not choose to leave. At an average charge of $51.56, the 139 unrecovered charges were worth about $7,200.

2. Send a "your box is coming" email a week before each billing date

   Show what is in the next box and offer a skip or pause. Your next billing cycle is in November. A reminder feels risky, but people who are surprised by a charge cancel for good, and people who skip come back.

3. Offer a pause and a smaller box before cancel

   In Subbly's cancellation flow, offer "skip this box," "pause," and a switch to 2 Tins at $28. Replace "Something else" with specific reasons such as "I have too many candles," "I did not love the books," and "It was a gift."

4. Email the 397 past subscribers

   One email each November and February with a come-back offer.

5. Plan subscription ads around gifting

   Pause "Subscriptions 2026" now. It has spent $381 for one tracked sign-up. Bring subscription ads back from November 1 to December 15 with a gift message, judged against lifetime value: at $299 of lifetime billing, a cost per new subscriber under about $80 pays back within two boxes. Before then, move Subbly onto the single pixel so those sign-ups are counted.

6. Turn gift recipients into subscribers

   When a gift subscription ends, send the recipient an offer to continue at their own card.

Your Reading Retreats

Retreats sell through your email list and your community. Cold ads have not sold them.

• $6,104 in retreat ads over 12 months produced 10 tracked bookings. The largest ad set spent $2,365 for 2.
• Over the same period the store took $43,958 in retreat deposits, and your March email reported two spots left for all of 2026.
• Your retreat emails are your best performing emails. The 2027 dates email reached 852 people with a 46% open rate and a 7.5% click rate.

1. Stop cold retreat ads

   Turn off "Warm Retreats" and keep "Retreats Ongoing" and "Test - Retreats Geo" paused.

2. Sell 2027 through the list

   February 26 to 28, March 19 to 21, and April 23 to 25, 2027. Email the retreat list monthly with spots remaining, a guest story, and the video reviews you asked past guests for in May.

3. Grow the retreat list with a sign-up, if you want ads at all

   A small "get retreat dates first" sign-up ad in Minnesota and Wisconsin adds people to the list for a few dollars each, and the list does the selling.

Your Content and Social

Instagram is the single most common answer to "How did you find us?" The feed mostly talks about everything except candles.

• Audience: 4,964 Instagram followers and 2,699 on Facebook.
• Pace: 120 posts since October 2025, about 10 a month. 113 are images or carousels and 7 are Reels.
• What gets a response: the hiring post (326 likes), the Pride kickoff (177), the "hiring soon" post (165), and giveaways (up to 112 comments). A typical product post gets 5 to 20 likes.
• Topics in the past three months: the Retreat Fund, Libro.fm, Bookshop.org, community shoutouts, and the Kiss My Ash rename. Few posts show a candle in someone's home or say what it smells like.

1. Post two short videos a week

   Pouring, labeling, packing orders, a candle burning on a bookshelf, Cameron reading the names aloud. Reels reach people who do not follow you. Still images mostly reach people who do.

2. Use one shoot for ads and posts

   The six ads in the Creative section are also six weeks of posts.

3. Turn your best posts into ads

   When a post earns unusual comments or shares, run it as an ad from the existing post so it keeps its likes and comments.

4. Let customers speak

   Ask every buyer for a photo in your post-purchase email. Repost with credit.

5. Keep the mission, add the product

   Your community clearly cares about the giving and the politics. Pair each mission post with a candle: the donation total next to the candle that funded it.

Your Action Plan

In order. The first weekend matters most because the new campaign needs about two weeks of steady running before the birthday sale.

This Weekend: September 19 and 20

1. Consolidate the pixels and place a test order

   Ad Account Plan, steps 3 and 4.

2. Build "Candles: Always On" and turn off the rest

   Ad Account Plan, steps 1, 2, 5, and 6. Start it with your best current performers (the Burning the Patriarchy image and "Fall Witch") so it has something proven while new ads are made.

3. Move the Shop page banner and delay the popup

   Website, steps 1 and 2.

4. Turn on Subbly payment retries and contact subscribers lost to failed payments

   Subscriptions, step 1.

September 21 to October 9

1. Hands off the campaign for seven days

   Then review with us on our September 30 call.

2. Shoot and build the six new ads in both sizes

   Add them to the ad set by October 1 so they are through review before the sale.

3. Write the welcome series and check abandoned cart recovery

   Email, steps 2 and 3.

4. Schedule the birthday sale emails and tag the links

   Email calendar, October 6 to 15.

5. We add the LGBTQ audience data to your ad account

   You build the 1% and 3% lookalikes.

October 10 to November 1

1. Run the birthday sale

   Raise the campaign budget in 20% steps starting October 8 if cost per purchase is holding. Last year's sale week spent about $520 to $650 on its two biggest days.

2. Start the audience A/B test after the sale

   LGBTQ lookalike against your current audience, 14 days.

3. Switch free shipping to $75 for a 30-day test
4. Fill out your top ten product pages and darken the gold text
5. Set up the pre-billing email and the new cancellation flow before the November subscription cycle

November and December

1. Scale the candles campaign into Black Friday

   Last year's fourth quarter ad spend was $21,932. Keep the 20% steps. Add gift ads by November 10.

2. Run subscription gift ads November 1 to December 15
3. Run the regional A/B test in the first half of November, before Black Friday traffic
4. Keep emailing in January

How We Measured

• Sources: Meta Ads (account 493657841257116), Squarespace orders and products, Subbly subscriptions and charges, Moosend campaigns and lists, your Instagram and Facebook pages, and the public pages of homebodymn.com. All pulled September 17, 2026. We read data only and changed nothing.
• Store sales are net of refunds. The monthly chart uses product revenue before shipping, tax, and discounts so candles and retreats can be separated.
• Ad results use Meta's default attribution: purchases within 7 days of a click or 1 day of a view. Over 12 months, 163 of 1,204 credited purchases (14%) were view-only. Meta's numbers include subscription sign-ups on Subbly.
• "Year over year" compares September 17, 2025 to September 16, 2026 with the 12 months before, unless a table says otherwise.
• Speed and accessibility were measured with Google Lighthouse in a lab setting that simulates a mid-range phone on a slow connection. Real visitors on fast connections will see faster loads. The scores are best read as a comparison between pages.
• State rankings use shipping addresses and approximate 2024 state populations.
• What we could not see: the event history inside pixels 618167419516890 and 658231776970877 (they are not shared with the ad account we can access), your Moosend automations, Squarespace traffic analytics, Google Analytics, and whether Squarespace abandoned cart recovery is on. Where a recommendation depends on one of these, the step says to check it first.