Wouter

Building a new ecommerce store 100% in public before Q4 hits. Daily revenue, ad spend, COGS & profit — no cherry-picking.

[Wouter @WouterBra]

Day 20:
Revenue: £59.96 / €69.91
Ad spend: €56.01 (ROAS: 1.25x)
COGS: €22.96 (32.8% of revenue)
Profit: -€9.06 (-13.0% margin)
Another slow one, revenue flat from two days ago but costs crept up. ROAS below breakeven once COGS is factored in.

[Wouter @WouterBra]

Day 19:
Revenue: £110.53/€128.64
Ad spend: €64.37 (ROAS: 2.00x)
COGS: €45.62 (35.5% of revenue)
Profit: €18.65 (14.5% margin)
Back to a clean profit day. ROAS sitting right at 2x, solid recovery from yesterday's near break even.

[Wouter @WouterBra]

Day 18:
Revenue: €69.91
Ad spend: €53.14 (ROAS: 1.32x)
COGS: €18.85 (27.0% of revenue)
Profit: -€2.08
Basically break even, small loss once costs are added up. Ad spend ate most of the margin today.

[Wouter @WouterBra]

Day 17:
Revenue: €248.50
Ad spend: €47.64 (ROAS: 5.22x)
COGS: €90.89 (36.6% of revenue)
Profit: €109.97
Best day yet. Removed one market and focusing on a single market for now while we are early, plus a high AOV today. Combo made this the best day so far.

[Wouter @WouterBra]

@lukasenECOM 🥲

[Wouter @WouterBra]

@varunoshi Crazy

[Wouter @WouterBra]

@kaperbusiness 👌🏼

[Wouter @WouterBra]

Day 16:
Revenue: €132.80
Ad spend: €67.72 (ROAS: 1.96x)
COGS: €32.40 (24.4% of revenue)
Profit: €32.68
Bounced back after yesterday's rough one. This is exactly why single days do not mean much on their own, the trend over weeks is what matters

[Wouter @WouterBra]

Day 15:
Revenue: £49.95 (€58.27)
Ad spend: €106.44 (ROAS: 0.55x)
COGS: €10.20 (17.5% of revenue)
Profit: -€58.37

[Wouter @WouterBra]

Day 14:
Revenue: £135.09 (€157.85)
Ad spend: €88.65 (ROAS: 1.78x)
COGS: €52.97 (33.6% of revenue)
Profit: €16.23
First two weeks of a new store had some weaker performance overall. Hoping to bring this thing to €1k a day by end of the month.

[Wouter @WouterBra]

Day 13:
Revenue: £200.39 (€233.64)
Ad spend: €83.07 (ROAS: 2.81x)
COGS: €73.70 (31.6% of revenue)
Profit: €76.87

[Wouter @WouterBra]

@williamadmz 👌🏼👌🏼

[Wouter @WouterBra]

@mt1s_biz Ads?

[Wouter @WouterBra]

@ScaleOrDie_ 👌🏼🫡

[Wouter @WouterBra]

@ecommitch 👌🏼

[Wouter @WouterBra]

Day 12:
Revenue: £200.17 (€232.90)
Ad spend: €77.57 (ROAS: 3.00x)
COGS: €64.65 (27.8% of revenue)
Profit: €90.68

[Wouter @WouterBra]

Day 11:
Revenue: £39.95 (€46.52)
Ad spend: €72.07 (ROAS: 0.65x)
COGS: €9.98 (21.5% of revenue)
Profit: -€35.53
Bot sessions calmed down a bit, 386 today. Starting from here, putting a few products on sale and adding small store optimizations step by step to help conversion.

[Wouter @WouterBra]

Day 10:
Revenue: £70.27 (€81.84)
Ad spend: €98.15 (ROAS: 0.83x)
COGS: €30.18 (36.9% of revenue)
Profit: -€46.49
Sessions spiked again, 637 today. Still bots, so ignore CVR and sessions right now, only real orders and profit matter...

[Wouter @WouterBra]

Day 9:
Revenue: £79.95 (€93.14)
Ad spend: €72.08 (ROAS: 1.29x)
COGS: €17.99 (19.3% of revenue)
Profit: €3.07
Sessions jumped to 338 today, up 168%, but only 1 order. Funnel looks off too, checkout beating cart adds. Looks like bot traffic, not real visitors. Barely broke even.

[Wouter @WouterBra]

Day 8:
Revenue: £254.80 (€296.55)
Ad spend: €72.01 (ROAS: 4.12x)
COGS: €84.70 (28.6% of revenue)
Profit: €139.84 (47% margin)
Streak broken. 4 orders today, best day so far. No obvious reason why, nothing changed on my end. Sometimes it is just a good day.