January to April had no paid ads. The online store averaged $3,570 a month and sat below 2025 in every one of those months. June to September carried $1,100 to $2,300 a month in ads, averaged $9,354 a month, and beat 2025 every month. The winter sale, the wider supplier range and the site work landed in the same window, so ads share the credit with them.
Ad spend fell from $2,105 in August to $1,106 in September, down 47%. Online sales moved from $9,659 to $8,455, down 12%. Each ad dollar sat against $7.64 of online sales in September, up from $4.59 in August.
Meta reported $4.17 of purchases per dollar in June, then 2.04, 1.72 and 1.58 in the months after, with October so far at 2.30. June leaned on the 2XU wetsuit sale, which returned $8.52 per dollar by Meta's count. The catalogue campaigns that replaced it have not matched that.
Sessions went from 9,412 in July to 26,646 and 29,088. Orders went 43, 64, 53, so conversion dropped from 0.36% to 0.19%. Shopify files the extra visits as direct traffic: 3,191 direct sessions in July, 19,241 in August, 24,638 in September. A direct surge with no matching orders is the usual signature of automated visits.
January to May online sales were $18,163, against $37,314 in 2025 and $40,387 in 2024. June to September were $37,414, against $21,356 in 2025 and $25,701 in 2024.
Google clicks for July to September were 7,006, up 26% on a year earlier. Overseas clicks went from 1,016 to 2,885 and product pages picked up 74% more clicks than in January to March. Australian clicks were 4,121, down 9% on a year earlier, even though average Australian position moved from 24.7 to 15.2.
Where the gains are. Product pages now earn more clicks than the homepage. Queries with a click rose from 693 to 1,005, mostly long tail product and brand-plus-product searches.
Treat the impression and position jump with care. Total impressions doubled from July and overall average position went from about 15 to about 8. Nearly all of it is desktop impressions outside Australia with clicks close to flat, and it has faded in October.
October so far. Australian average position is 13.1 for 1 to 20 October, the best month of the year, at 46 clicks a day against 45 a day in September.
Online sales means the Online Store sales channel only, total sales including shipping and tax. Facebook & Instagram channel orders, the Shop channel and point of sale are left out.
Sales per ad dollar is all online store sales divided by all ad spend for the month. It includes organic and returning customers, so read it as a blended ratio.
Meta purchases can run high. The earlier attribution diagnostic flagged pixel double counting on this account.
Search Console rows marked with a dagger come from the queries and pages the report lists, up to 1,000 rows a period. Brand queries are those containing "closet".