July 2026 · Performance Report
Band of Boys + The Girl Club
July was the biggest month we've had together. Sales more than doubled, and it came from conversion rather than extra traffic.
1 July 2026 – 31 July 2026
July was the biggest month we've had together. Sales more than doubled, and it came from conversion rather than extra traffic.
July was a big one. Shopify finished the month on NZ$52,756.99 from 415 orders, more than double the previous comparable period. What makes it interesting is how it happened. Sessions were actually down 27%, so this wasn't a traffic story. More of the people already coming to the site decided to buy.
Sales were up 103% and orders up 102%, on 27% fewer sessions. Conversion rate reached 3.10%, a 171% lift. Returning customers brought in 74.28% of sales. The sale offer and the warm audiences we've been building did exactly what we wanted them to do.
One note on the comparisons. These are period over period, July against the previous comparable stretch in Shopify's own reporting. We haven't verified a year-on-year figure for July, so we're not quoting one here.
The month built through the middle two weeks and peaked hard on 24 July. These are exact daily figures from Shopify, not readings off the chart.
53 orders in a single day, nearly double the next best day of the month. It sits right in the middle of the sale push. What we like just as much is the finish. Daily sales held between NZ$1,422.79 and NZ$1,963.07 across 27 to 31 July, so the month didn't fall away after the peak. That's a plateau, not a drop-off.
The split between new and returning is worth a proper look this month, because returning customers did most of the lifting.
Returning customers brought in 74.28% of sales from 74.22% of orders, and both groups spent almost the same per order, NZ$107.58 against NZ$105.67. So the difference isn't basket size, it's volume. That's fair enough during a sale, because a discount always pulls hardest on people who already know the brand. The other side of it is the one to watch. New customers were 107 orders, and we want that number climbing once EOSS finishes on 12 September and we're back on full price. Shopify also shows a separate returning-customer rate of 74.04% on the dashboard. That one counts customers rather than orders or revenue, so it won't match the split above exactly.
This is Shopify's own view of where orders came from, based on the last click before purchase. It answers a different question to what the ad platforms report, so we keep the two apart.
Klaviyo counts a sale its own way, so this sits below the chart rather than inside it. The bar is scaled against total Shopify sales to show how much of the month email touched.
Read that as overlap, not as an extra channel. Most of those orders also appear somewhere in the chart above, and some of them appear in Meta's numbers too. Email is a big influence on the month, it just can't be added on top.
NZ$33,176.65 of July sales sat in Shopify's 'none' bucket. That means direct or unattributed, not simply people typing the address in. Anything that loses its referrer along the way ends up here, including a lot of app clicks, email opens and ad traffic. Search and Social both mix paid and organic too. It's useful for direction, but it isn't a clean read on which ad drove which sale.
Direct or unattributed came to 62.89% of total sales, with Search at 24.33% and Social at 12.78%.
Shopify last-click doesn't show the full Meta picture. Meta Ads Manager recorded 242 purchases in July, while Shopify put 49 orders in the Social bucket in total, and that bucket includes organic social as well as paid. The two are counting different things over different windows, so neither is wrong. Klaviyo attributes revenue on its own model too, so email overlaps with all of this rather than sitting on top of it. It's why Shopify stays the source of truth for total sales, while the platforms tell us how each channel is performing and where to push.
A separate view. These are the numbers Meta and Google report in-platform, on their own attribution models. We keep them apart from the Shopify chart above on purpose, so we're not blending two different ways of counting a sale.
| Platform | Spend | Traffic efficiency | Platform-attributed result |
|---|---|---|---|
| Meta Ads Manager | $3,643.38 | 2.54% CTR · $14.89 CPM | 242 attributed purchases · $29,336.78 attributed value · 8.05x ROAS |
| Google Ads | NZ$846.48 | 1,221 clicks · 2.95% CTR · NZ$0.69 CPC | 143.93 attributed Purchase conversions · NZ$15,949.83 attributed value · 18.84x ROAS |
Shopify is the source of truth for commercial sales and orders. Meta, Google and Klaviyo all report attributed outcomes that can overlap with each other, so their purchase and value figures can't be added together or treated as extra Shopify sales on top.
One housekeeping note. Meta's spend shows as $ rather than NZ$ because the account interface doesn't identify its currency. Until we've verified that, we're not adding the two spend figures together or quoting a blended MER, because that would assume a currency we haven't confirmed. It's a quick thing to check and then both come back.
Meta had a strong month. $3,643.38 in spend produced 242 purchases at $15.06 each, on Meta's own attribution. Worth remembering that's platform-attributed rather than Shopify-verified, so we read it for efficiency rather than treating it as the sales number.
| Campaign | Purchases | ROAS | CPP | Read |
|---|---|---|---|---|
| Retargeting BAU | 99 | 9.46x | $14.06 | Best performer |
| EOSS Catalogue Retargeting | 61 | 8.47x | $14.27 | Working |
| EOSS Public Warm Sales | 80 | 7.53x | $14.00 | Working |
| AUS 7-Day Test | 2 | 4.22x | $44.57 | Early read |
| AUS ProofTest (June build) | 0 | 0x | – | No purchases |
Frequency is the one to keep an eye on. Retargeting BAU sat at 5.82 across July and Public Warm Sales at 5.83, so the same people are seeing these ads a lot. Purchase efficiency held up anyway, which is why we haven't touched anything. If frequency keeps climbing while cost per purchase drifts up, that's the point to rotate creative rather than cut budget.
Catalogue and warm sales creative did the heavy lifting. Public Warm Sales had the best click-through rate of the main three at 3.13%, with catalogue retargeting behind it at 2.86%. Across the four purchasing campaigns Meta recorded 3,411 adds to cart. Checkouts initiated wouldn't resolve in Ads Manager this month, so we've left it out rather than estimate it.
We didn't make any live budget or structure changes during July. The AU prospecting campaign has now been approved to be switched off, with more budget moving into the warm audience. That line spent $172.09 across July without a purchase.
Since the end of July, the AU warm audience has generated 2 purchases at $14.81 each, while AU prospecting spent $95 without a sale. Sarab has approved switching off prospecting and moving more budget into the warm audience. Fresh Extra 20% EOSS creative is also being added, with performance to be reviewed after the change.
Google spent NZ$846.48 and generated 1,221 clicks at NZ$0.69 each. Google attributed 143.93 Purchase conversions worth NZ$15,949.83, producing a reported ROAS of 18.84x. We are continuing to use these platform-attributed Purchase results while tracking is being fixed, with Shopify remaining the source of truth for total store sales and orders.
| Campaign | Spend | Clicks | Impressions | CTR |
|---|---|---|---|---|
| PMax: Non-Brand | NZ$418.50 | 415 | 28,551 | 1.45% |
| Shopping pilot, High Priority BoB (NZ) | NZ$216.60 | 154 | 11,405 | 1.35% |
| Search - Brand - NZ | NZ$197.31 | 615 | 1,164 | 52.84% |
| EOSS Public Search NZ | NZ$14.07 | 37 | 234 | 15.81% |
Brand Search is the cheapest quality traffic in the account. 615 clicks at a 52.84% click-through rate for NZ$197.31, catching the people already searching for you by name while the sale was on. The small EOSS search campaign was efficient too, NZ$14.07 for 37 clicks at 15.81%.
PMax Non-Brand did most of the reach, 28,551 impressions and 415 clicks for NZ$418.50, which is about half the Google budget. The Shopping pilot added 154 clicks off 11,405 impressions. Both are broader by design, so the click-through rates sit lower than Brand.
Google's Purchase conversions and conversion value are platform-attributed results and may not match Shopify's exact order count. We are continuing to use these figures in Google reporting while the tracking issue is being resolved. Shopify remains the source of truth for total actual sales and orders, and Google's attributed value is not added on top of Shopify revenue.
Nothing in this month's Google data is Australia-specific, so the Australia read sits with Meta for now. Once we have a clean signal there, we can look at whether Google has a role to play in it.
Klaviyo attributed NZ$28,448.21 of July revenue to email, which is 53.18% of everything its dashboard tracked for the month. All of it came from email, SMS isn't switched on. Klaviyo's own comparison has total revenue up 106% and attributed revenue up 204% on the previous period. These are Klaviyo-attributed figures on the Placed Order metric, so they overlap with the ad platforms rather than sitting on top of them.
| Campaign | Open | Click | Orders | Revenue |
|---|---|---|---|---|
| Extra 20% off EOSS · 24 July | 40.79% | 3.36% | 37 | NZ$5,212.30 |
| Last Day EOSS 40% off · 23 July | 39.54% | 1.02% | 18 | NZ$2,770.24 |
| AW26: EOSS General Public · 10 July | 38.11% | 2.04% | 15 | NZ$2,078.99 |
| Extra 20% off EOSS Favourites · 26 July | 39.61% | 0.97% | 20 | NZ$2,060.69 |
| EOSS - Matching Sets Focus · 12 July | 40.74% | 1.36% | 12 | NZ$1,997.08 |
The VIP early-access emails were the standouts. 71.98% open and 10.00% click on 9 July, and 72.75% open with 7.45% click on 8 July. They went to much smaller audiences, so they don't top the revenue table, but those are exceptional numbers. Worth using that group more deliberately, and worth noting the 24 July send was both the biggest email of the month and the day the store had its best day.
| Flow | Deliveries | Attributed revenue | Per recipient |
|---|---|---|---|
| Abandoned Cart | 335 | NZ$1,495.01 | NZ$4.46 |
| Welcome Flow | 183 | NZ$1,053.75 | NZ$5.76 |
| Browse Abandonment | 1,911 | NZ$478.51 | NZ$0.25 |
| Price Drop, Final Reductions | 81 | NZ$170.85 | NZ$2.11 |
| Purchaser Winback, 150 Days | 193 | NZ$106.85 | NZ$0.55 |
| Post-Purchase Follow-up | 143 | NZ$0.00 | NZ$0.00 |
| New VIP Customer | 32 | NZ$0.00 | NZ$0.00 |
Abandoned Cart and Welcome brought in NZ$2,548.76 between them, 77.12% of all flow revenue, off tiny delivery numbers. Welcome returned NZ$5.76 per recipient and Abandoned Cart NZ$4.46, which is excellent. The gap is everything underneath. Browse Abandonment went to 1,911 people and returned NZ$0.25 each, and Post-Purchase Follow-up and New VIP Customer earned nothing at all in July. Flows are only 11.62% of email revenue right now, and they're the part that keeps working when nobody is sending campaigns.
Klaviyo's own dashboard total for July was NZ$53,495.39, a little above Shopify's NZ$52,756.99, because the two systems time and attribute events differently. Shopify stays the commercial number. The delivery total and the aggregate open, click and placed-order rates above are approximate, worked out from Klaviyo's rounded per-campaign rates rather than an exact monthly delivery figure. Exact flow order counts, unsubscribe and spam rates and list growth weren't available in the views we pulled, so they're not in here.
This is the product-level view from Shopify. It covers NZ$49,481.02 of the month's sales, a little under the store total, because rows without a product title don't get allocated to a product.
Product sales came to NZ$49,481.02 against a store total of NZ$52,756.99. The difference is sales rows with no product title attached, plus the way Shopify allocates at product level. Both numbers are correct, they're answering slightly different questions. The store total is the one we report as the month's result.
The Girl Club came in at 21.52% of product sales, NZ$10,646.27 across 298 items. Every one of the top five products was Band of Boys, and three of them were pyjamas. TGC isn't underperforming as such, it just gets less airtime. Giving it its own angles rather than a shared slot is the simplest way to grow that share.
Some of July went into reporting plumbing rather than campaigns. It isn't glamorous, but it's what lets us put a number in front of you and mean it.
Google support confirmed the native Shopify conversion action has an enhanced conversions API issue, and the older Gtag action doesn't carry cart data. The fix is in progress. We've left the setup alone rather than changing anything mid-sale, and we're reporting Google's attributed Purchase conversions and value in the meantime, labelled as platform-attributed.
Meta's interface shows dollar amounts without identifying the currency, which matters the moment we combine spend across platforms. Until it's verified we're leaving Meta's figures as $, and holding off on a combined spend total and a blended MER. It's a quick thing to confirm, and then both come back into the report.
We've pulled a clean calendar-month view for 1 to 31 July on the Placed Order metric, so email has its own section this month. The campaign totals are summed from the 19 individual sends. Klaviyo only exposes rounded per-campaign rates in that view, so the delivery total and the aggregate rates are approximate and labelled that way rather than presented as exact.
The new versus returning split, the vendor split and the daily sales figures in this report were all pulled from Shopify exports rather than dashboard summaries, so they reconcile to the same total. Meta's checkouts-initiated column wouldn't resolve in Ads Manager, so we've left it out instead of putting an estimate in.
Shopify stays the source of truth for sales and orders. Meta and Google are how we read platform efficiency and decide where to push. That keeps everyone looking at the same real number while we optimise toward it.
Still open: the Google purchase tracking fix, verifying the Meta account currency, and the gap between Meta's attributed purchases and Shopify's last-click view. None of these change the July sales result. They change how much weight we put on each platform's own numbers.
July went well, so this list is shorter than usual. None of it is alarming. These are the items shaping the August plan, with EOSS still the live campaign.
Three priorities in August. Finish EOSS efficiently, prepare the Summer 27 campaign and product range, and move the AU budget towards the warm audience that is converting.
EOSS remains the live campaign through August and into September. While the Extra 20% Final Clearance continues, the new-season work happening behind the scenes will focus on planning, creative development, product selection, feeds and campaign preparation. Summer 27 preparation will continue through August, with customer-facing SS27 activity beginning from 15 September.
Keep the proven EOSS warm and retargeting audiences active while the sale continues, and introduce the new Extra 20% creative before frequency begins affecting results. Summer 27 work will begin behind the scenes through creative briefing and campaign preparation, but it will not be launched while EOSS is still running. In Australia, switch off prospecting after $95 without a sale and move a controlled amount into warm, which has generated 2 purchases at $14.81 each.
Keep protecting Brand Search and keep the EOSS search messaging current while the sale continues. Prepare the Summer 27 product groups, assets and pages during August, built but not published, so nothing new-season goes live before EOSS finishes. Continue the tracking fix, but retain Google's attributed Purchase figures in reporting while it is being resolved.
Continue supporting the strongest EOSS products while preparing the Summer 27 range behind the scenes. Pyjamas were July's strongest category, so use those learnings when selecting the next campaign's hero products. Develop separate Band of Boys and The Girl Club angles, pages and creative so everything is ready for the September transition.
Since month end, the AU warm audience has generated 2 purchases at $14.81 each, while prospecting spent $95 without a sale. Sarab has approved switching prospecting off and moving more budget into warm. Keep the AU test focused on warm audiences while EOSS is still the live campaign, and review cost per purchase and frequency after the budget shift and creative refresh.
Campaigns generated NZ$25,143.24 from 19 sends in July, so the list is engaged and responsive. Through August the sends stay on the final-clearance offer, with new-season storytelling written and built ready to go once EOSS finishes. Also worth reviewing the flows that produced little or no revenue in July.
Verify the Meta account currency so combined paid spend and blended MER can return to the report. Continue the Google purchase-tracking fix while retaining its clearly labelled platform-attributed results. Reporting should keep EOSS performance separate from Summer 27 preparation and the SS27 campaign once it launches.
Live through August, all EOSS:
In development, for after 12 September:
Same rule as always. Budget only goes up where the data supports it, and nothing live changes without approval. EOSS is the only live seasonal campaign through August, so sale performance should be assessed by audience and product range rather than blended with future new-season activity.
Not one ROAS number. The signs we want to see:
Sales more than doubled on fewer sessions, and the warm audiences were the strongest part of the paid strategy. August now adds a second job: finishing EOSS efficiently while the Summer 27 campaign is built behind the scenes. The focus is protecting what's working on the sale, getting the new-season range and creative ready, and preparing for the broader SS27 campaign from mid-September.
Early August remains focused on finishing EOSS strongly, while Summer 27 preparation begins behind the scenes. August is the build period for new-season creative, products, feeds and campaign setup. Once Winter EOSS finishes on 12 September, the account will transition into SS27 from 15 September.
The daily and weekly checks keep running underneath all of this, with the weekly recap as the regular touchpoint. The scaling gate stays in place. Budget only lifts where the data supports it, and nothing live changes without your approval.