A fictional agency, a fictional client, and illustrative figures. Read it as an example of what your monthly could be.
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Fieldwork CommerceThoughtful growth for everyday brands.
The October monthlyOctober 1–31, 2026Prepared November 3, 2026
Prepared for Alder HomeSample data
Bedding, bath & considered essentials / October 2026
More orders. A little more care needed at checkout.
Your month, in a few words
Alder finished October with 720 orders and $68,400 in net product sales, up 15.2% and 14.0% respectively. Linen bedding led the month. Average order value softened by $1, and checkout completion slipped two percentage points. November’s work will focus on helping the extra interest become completed, useful orders.
The numbers that matterCompared with September 1–30, 2026 · USD
Net product sales$68,400+14.0%$60,000 in September
October order value after discounts and recorded refunds; excludes shipping and tax.
Orders720+15.2%625 in September
Completed, non-cancelled store orders, counted once across all marketing channels.
Average order value$951.0% lower$96 in September
$68,400 net product sales ÷ 720 orders. This is not gross margin.
Paid media spend$9,000+5.9%$8,500 in September
$5,400 Google Ads + $3,600 Meta Ads. Spend excludes creative and agency fees.
01The results
The store, viewed as one business
Net product sales from the store export. This total is independent of the separate sales that advertising platforms might claim.
net product sales · USDFour-month view
The collections carrying the monthNet product sales by primary collection. Each bar shows its share of the October total.
$68,400 total · USD
0%50%100%
Linen bedding$34,200
50.0% of October total
Bath$17,100
25.0% of October total
Living$11,400
16.7% of October total
Accessories$5,700
8.3% of October total
Orders led by linen bedding accounted for half of net product sales. Each order is assigned to one primary collection.
More starts. A smaller share completed.Completed orders divided by checkout starts in each month.
checkout completion
0%50%100%
September50.0%
625 orders / 1,250 starts
October48.0%
720 orders / 1,500 starts
Completion fell 2 percentage points. The extra orders came alongside more checkout starts, not a better completion rate.
The collections behind the month
Whole orders grouped by the highest-value collection in the basket. Every order and its full net value appears in one row only.
The collections behind the month, October 1–31, 2026, currency USD.
This is an order-level collection view, not a product-line sales breakdown. Net product sales ÷ media spend is 7.60× (September: 7.06×); that blended ratio includes organic, returning-customer, and other sales. It is not channel ROAS or profit.
02The work behind it
What we did for you.
✓
Made the linen range easier to choose
Updated the size and fabric information on 6 bedding pages, and added an in-context comparison between the two linen weights.
Merchandising · Maya + Alder
01
✓
Gave the campaigns a seasonal point of view
Launched 4 bedroom-focused creative variations and separated bedding from bath in the paid search campaign structure.
Paid media · Oliver
02
✓
Tidied the product feed
Reviewed 48 catalog entries, corrected 7 variant image mismatches, and excluded 3 out-of-stock variants from the active campaign feed.
Catalog · Oliver
03
✓
Documented the checkout friction
Reviewed the checkout funnel and 12 recorded usability observations supplied by your team. Shipping information appeared later than shoppers expected.
Store experience · Maya
04
03A clear next month
Here’s what happens next.
1
Move delivery information earlier
Add a clear delivery-cost and timing note on the basket page. Compare checkout completion before and after, while noting changes in traffic mix.
Fieldwork + store developer
By Nov 7
2
Test the bedding set presentation
Create a coordinated set module with the actual total price shown. Use a small, fixed test segment rather than changing the whole catalog.
Maya
Launch Nov 11
3
Keep spend within the current limit
Hold paid media at $9,000 for November. Review collection availability and stock cover before increasing any campaign allocation.
Oliver + Leah
Weekly in November
ME
The collection is finding its audience. Our next job is to make choosing and checking out feel as considered as the products themselves.
Maya EllisCommerce strategy lead · Fieldwork Commerce
Sources & definitions.
Net product sales and order counts come from the store export for October. Currency: USD. Platform-attributed sales are shown separately from store totals.
Net product sales are the product value of non-cancelled orders after discounts and refunds recorded by November 3; shipping, taxes, and payment fees are excluded. The same three-day post-period cutoff is used for September. Later refunds can revise the totals.
Google Ads and Meta Ads supply illustrative spend figures only in this example. Store orders and revenue are not attributed to those platforms here, and platform-claimed revenue is never added together to produce store sales.
Checkout completion uses the example store’s checkout-start and completed-order export. The collection table assigns each order to the collection with the largest basket value, avoiding duplicate orders across collections.
Use this ecommerce marketing report as a template
The report above follows 11 sections. Copy the structure for your own clients, or build it in Monthwrap: start from the monthly report template, add the widgets you need, and put your own numbers and notes in each section.
Headline and summarySay what happened in one sentence, then explain it in two or three lines.In this report: “More orders. A little more care needed at checkout.”
The takeawayThe one point the client should remember.In this report: The commercial picture
Key numbers4 numbers, each beside last month with a line of context.In this report: Net product sales, Orders, Average order value, Paid media spend
TrendHow the main number moved over recent months.In this report: The store, viewed as one business
Results tableThe detail behind the key numbers, with a total.In this report: The collections behind the month
Breakdown chartsWhere the results came from, and what to decide about.In this report: The collections carrying the month; More starts. A smaller share completed.
Work completedEach piece of work with an owner.In this report: Made the linen range easier to choose; Gave the campaigns a seasonal point of view
What didn’t go to planName the shortfall and what you’re doing about it.In this report: More checkout starts did not mean a better completion rate.
Next month’s plan3 steps, each with an owner and a date.In this report: Move delivery information earlier
A decision for the clientOne question the client needs to answer, with a deadline.In this report: Can we show the set together?
SourcesWhere each number came from.In this report: Net product sales and order counts come from the store export for October. Currency: USD. Platform-attributed sales are shown separately from store totals., Net product sales are the product value of non-cancelled orders after discounts and refunds recorded by November 3; shipping, taxes, and payment fees are excluded. The same three-day post-period cutoff is used for September. Later refunds can revise the totals., Google Ads and Meta Ads supply illustrative spend figures only in this example. Store orders and revenue are not attributed to those platforms here, and platform-claimed revenue is never added together to produce store sales., Checkout completion uses the example store’s checkout-start and completed-order export. The collection table assigns each order to the collection with the largest basket value, avoiding duplicate orders across collections.
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