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Weekly Pulse2026-W22

Week 22, 2026

25 May – 1 June 2026

A quiet two-order week — AUD 218.50 booked, with one Modina drawer carrying most of it. The one thing to fix Monday: Modina Drawer 3/White (0333WTE) is out of stock at both locations, and this week a buyer ordered it only for the line to be cancelled because we couldn't fulfil it. Restock it before the next one is lost too.

§01

The Pulse

vs prior period
Revenue
AUD 218.50
first tracked week, no prior baseline
Orders
2
first tracked week, no prior baseline
Ad spend
AUD 184.64
first tracked week, no prior baseline
ROAS
1.18
just under the ~1.21 30-day baseline
§02

Four weeks, side by side

Revenue · AUD / week
  • W20206
  • W210
  • W22219

First tracked period — no prior baseline yet. From next week this section will read the four-week pattern; this week stands alone as the starting point.

baseline-periodinventory-stockoutattribution-gap
§03

Who carried the period

AUD 218.50

Modina Drawer carried the week: a single 3/Mocha unit booked AUD 160.00 of the AUD 218.50 total, with one Lida Foldable Laundry Basket making up the rest. Both came through the online store; with UTMs missing on the ads, neither can be tied to the Meta campaign with confidence.

Modina Drawer 3 / Mocha0333MKA · online store
AUD 160.0073%
Lida Foldable Laundry Basket09262WTE · online store
AUD 58.5027%
§04

Insight cards

3 cards
§01Act nowOwner ▸ ops

Modina Drawer 3/White (0333WTE) shows 0 units across both stock locations. On order #1047 this week, a 3/White unit (AUD 160) was cancelled with no payment taken (restock type: cancel) while the 3/Mocha unit on the same order shipped for AUD 160. Modina 3/Pink, by contrast, holds 25 units.

Diagnosis
Most likely the 3/White line was cancelled because it couldn't be fulfilled — the demand was there (it was in the order) but the stock wasn't, and the cancelled unit returned to a zero balance. Less likely: a buyer-initiated change. The AUD 0.00 refunded is consistent with an unfulfillable line removed at edit, not a post-delivery return.
Solution

Raise a restock PO for 0333WTE with the Modina supplier now; hold off adding to the 3/Pink buffer, which is already deep at 25 units.

Impact
Protects ~AUD 160 per future 3/White order; White is converting while Pink is overstocked, so the reorder should follow demand, not even out the colours.
Grounding
Reorder-point / months-of-cover · 0 units is zero cover, no buffer for the next order; the trigger is cover ≈ supplier lead-time + safety stock.
§02WatchOwner ▸ ops

The "#2 TOF - detailed interests" campaign reports 4 conversions on AUD 184.64 spend (Meta ROAS 1.18). Shopify recorded 2 orders store-wide this week — Meta's conversion count is higher than every order the store took.

Diagnosis
The ads carry no UTM tags and server-side tracking is off, so Meta is modelling conversions the store can't confirm — most likely double-counting add-to-cart or view events rather than four real purchases that never reached Shopify.
Solution

Add UTM tags to the campaign links so next week's orders can be matched to the ad; until then, judge the week on the store's 2 orders, not Meta's 4 conversions.

Impact
Turns ROAS from an estimate into a number you can act on, and avoids scaling spend against a roughly 2× inflated conversion count.
Grounding
Last-click / pixel attribution bias · single-touch counts over-credit the closing channel; with UTMs empty, the store-side order count is the trustworthy denominator.
§03WinOwner ▸ ops

One Modina family SKU produced AUD 160.00 of AUD 218.50 in revenue this week — roughly three-quarters — with the laundry basket the only other sale.

Diagnosis
Revenue is concentrated in the Modina drawers; the rest of the catalogue was quiet. Normal for a two-order week, but it means a single Modina stockout (see the card above) lands on most of the week's turnover, not a corner of it.
Solution

Keep the selling Modina colours — White and Mocha — in stock as the first inventory priority, ahead of widening range or topping up slow colours.

Impact
Modina is ~73% of this week's revenue; protecting White/Mocha availability protects the bulk of D2C turnover.
Grounding
Pareto / 80-20 revenue concentration · one family carrying about three-quarters of revenue is the line to defend first.
§05

What to do next

one move

Raise a restock PO for Modina Drawer 3/White (0333WTE) now — it is at zero across both locations and a buyer ordered it this week, so the next 3/White order will be lost too.

Owner ▸ ops

No product returns this week; the single anomaly was a cancelled Modina 3/White line on order #1047 with no payment taken, covered in the cards above.

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