Monthly Pulse2026-W22

May 2026

1–31 May 2026

May spent AUD 1,054.31 on ads to bring back AUD 424.24 in revenue — a 0.40x return, well under both break-even and Mordea's 1.21x baseline. Almost all of that spend (AUD 938.70) sat in one cold-prospecting campaign that didn't convert. The single most useful move this month is to stop funding that campaign and shift the budget to the proven Adv+ set — before June repeats the pattern.

§01

The Pulse

vs prior period

Revenue

AUD 424.24

first tracked month — no prior baseline yet

Orders

against the ten-order Mother's Day target

Ad spend

AUD 1,054.31

first tracked month

ROAS

0.40

below break-even (1.0x) and below the 1.21x baseline

§02

Four weeks, side by side

trend

First tracked month, so no prior-month baseline yet — read against the within-May weekly shape (W18→W22): two productive weeks (AUD 205.74 on one order mid-month, AUD 218.50 on two orders late-month) bracketed by three blank weeks, including the Mother's Day window (~10 May), which produced a single order against a ten-order target. The shape is lumpy low volume, not a trend line yet.

baseline-periodroas-below-baselinelumpy-ordersmothers-day-under-target

§03

Who carried the period

no orders

Modina Drawer led on revenue even after one of its two units came back, and the Lida Foldable Laundry Basket was the steadiest line — the only SKU to sell in two separate orders. The remaining three were small organisers bundled into one mid-month basket. - Modina Drawer · 3-drawer · AUD 160.00 net · Shopify D2C - Lida Foldable Laundry Basket · 09262WTE · AUD 108.00 net · Shopify D2C - Folia Foldable Rack · 0404TWTE · AUD 53.56 net · Shopify D2C - Halo Mini Caddy · ZJ-PH005 · AUD 22.95 net · Shopify D2C - Halo Heart Case · ZJ-PH003 · AUD 20.65 net · Shopify D2C

§04

Insight cards

4 cards

§01Act nowOwner ▸ Noelle / marketing

May ad spend was AUD 1,054.31 against AUD 424.24 in Shopify revenue — ROAS 0.40x, versus the 1.21x 30-day baseline and below the 1.0x break-even floor. The spend-to-revenue gap was AUD 630.07.

Diagnosis

AUD 938.70 (89% of spend) went to "#2 TOF - detailed interests", a cold-prospecting campaign; the proven "Adv+ - 1/3/26" set got only AUD 95.94, and "Affiliate Awareness Program" spent AUD 19.67 for zero conversions on 11,847 impressions. Meta reports ten conversions for the month, but Shopify recorded only three orders — with url_tags empty there is no UTM to reconcile the two, so the Shopify figure is the honest return.

Solution

In Ads Manager, pause "#2 TOF - detailed interests" and "Affiliate Awareness Program", redirect their daily budget to "Adv+ - 1/3/26", and tighten the prospecting audience before relaunching. Hold total spend flat — do not add budget.

Impact

Stops roughly AUD 630/month of cash going out faster than it comes back; reallocating off the zero-conversion sets is the quickest route back toward the 1.21x baseline without spending more.

Grounding

Break-even ROAS = 1 ÷ contribution margin (arithmetic). At 0.40x, every AUD 1 of spend returns AUD 0.40 of revenue · below any positive-margin line.

§02WatchOwner ▸ ops

1,427 sessions produced 35 cart-adds, 23 reached checkout, and three completed — a 0.21% session-to-order rate. Twenty of the 23 who reached checkout did not finish.

Diagnosis

Two leaks stack. Top-of-funnel traffic is low-intent (only 35 of 1,427 sessions added to cart), consistent with the cold prospecting in the card above. And checkout completion is thin — three of 23 — running above the ~70% checkout-abandonment norm.

Solution

Check the checkout step first — confirm guest checkout is enabled and shipping cost is visible before the final screen. Then, once the prospecting audience is tightened, warmer traffic should lift the cart-add rate.

Grounding

Baymard ~70% cart/checkout-abandonment baseline; checkout-funnel decomposition. May's drop from reached-checkout to paid is steeper than that norm.

§03WatchOwner ▸ ops / Vinh

Modina Drawer — May's top revenue SKU — has its 3-drawer White (0333WTE) at zero units, while 3-drawer Pink (0333PNK) sits at 25 units. The family holds 57 units in total.

Diagnosis

Demand concentrates on the neutral colourways; pink keeps accumulating. A flat reorder across colours would repeat the imbalance and leave the best-selling white short again.

Solution

On the next Modina PO with Serenity Home Solution, weight units to 3-drawer White and Mocha, restock 0333WTE first, and skip Pink while 25 units remain on hand.

Impact

Protects the AUD 160 price-point hero from a white-colour stockout and frees working capital tied up in slow pink stock.

Grounding

Sell-through by colourway · white at zero against pink at 25 is a colour-mix gap, not a total-stock shortage; the family's overall cover is healthy.

§04WinOwner ▸ marketing

The Lida Foldable Laundry Basket (09262WTE) was the only SKU to sell in two separate orders, contributing AUD 108.00 net, and it holds 23 units in stock.

Diagnosis

It is a mid-price, everyday-use line with steady pull and no supply pressure — the kind of dependable seller worth more visibility while the hero SKUs and ads get sorted.

Solution

Give Lida a homepage slot or a spot in the Klaviyo welcome flow for June, so the steadiest line gets the warm traffic the prospecting spend is not converting.

Grounding

Pareto / contribution read · back the proven repeat-puller rather than the lumpy hero while acquisition is being fixed.

§05

What to do next

one move

Pause "#2 TOF - detailed interests" and "Affiliate Awareness Program" in Ads Manager and move their daily budget to the proven "Adv+ - 1/3/26" set — without raising total spend.

Owner ▸ Noelle / marketing

Three orders, all from new customers and none returning; one Modina drawer (AUD 160) came back during the month — too few orders to read a return rate, so worth a quick check of the reason.

Compiled byThe Mordéa Desk · Mordéa Home.Monthly pulse · 2026-W22

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