Calle Del Mar — Performance Report

Total Revenue

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Google ROAS ?Return on Ad Spend — for every $1 you spend on Google Ads, this is how many dollars come back in sales. A 5× ROAS means $5 in revenue for every $1 spent.

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Google Ad Spend ?The total amount paid to Google Ads during this period. Pulled directly from your Google Ads account (636-098-5292).

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Website Visits ?Total visits to calledelmar.us in this period — from Google Ads and from organic search combined. The breakdown is shown below.

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Purchase Rate ?Out of everyone who visited the site, this percentage actually completed a purchase. Industry average for fashion is 1–3%.

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Orders

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What this is telling you

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Ecommerce Funnel — Google Ads

Ad Spend

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Paid Sessions

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Add to Cart

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Orders

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Revenue

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Weekly Spend vs. Revenue

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ROAS

For every dollar spent on Google Ads, Calle Del Mar earns — in revenue. Pausing campaigns removes this engine entirely.

Ad Spend (period) —

Google-Driven Revenue ?The portion of Shopify sales estimated to come from visitors who arrived via Google Ads. Calculated from the share of clicks Google drove vs. all site traffic. —

Return on Ad Spend ?For every $1 spent on Google Ads, this is how many dollars in revenue came back. Anything above 3× is considered strong for fashion/apparel. —

↳ New customers only ?ROAS calculated using only first-time buyer revenue — completely ignoring returning customer revenue. Even at this floor, the campaign pays for itself multiple times over. —

Cost Per Order ?How much ad spend it took to generate one Google-attributed order. Compare this to the average order value to judge efficiency. —

Avg Order Value —

Google's Share of Revenue ?Of all the revenue Calle Del Mar made this period, this percentage is attributed to Google Ads traffic. —

Impressions ?How many times a Calle Del Mar ad was shown on Google. Someone doesn't need to click for this to count — it's brand exposure. —

Clicks (paid visits) —

Avg. Cost Per Click ?The average amount paid each time someone clicked a CDM ad and visited the site. Lower is better — this is very efficient for fashion/luxury. —

Estimated True ROAS

Last-click attribution only credits Google when it's the final touchpoint before purchase. Every other moment Google touched a buyer — awareness ads, brand searches, assisted paths — goes uncounted. The numbers below estimate what's being left on the table.

Estimated True ROAS Range

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+15–20%

View-Through

Shoppers who saw a CDM ad, didn't click, then searched organically and purchased. GA4 credits organic. Google sourced the intent.

+8–12%

Cross-Device

Ad seen on mobile, purchase completed on desktop. GA4 treats these as two separate users. The conversion is invisible to attribution.

+10–15%

Assisted Conversions

Google was the first touchpoint — sparked discovery — but a later organic or direct visit gets the last-click credit.

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Reported ROAS

Session-share attributed. Real spend, real Shopify revenue. Conservative by design — misses all of the above.

Methodology: reported ROAS uses verified Google Ads spend (account 636-098-5292) against Shopify-confirmed revenue attributed by paid session share. True ROAS range applies industry benchmarks from Nielsen, Northstar, and Google's own incrementality research for fashion DTC — conservatively 1.30× and optimistically 1.60× of last-click. This is not a projection; it is a floor estimate of what last-click attribution systematically undercounts.

Revenue by Channel

Google Ads

Revenue

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Spend

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ROAS

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Orders

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Sessions

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Organic / Direct

Revenue

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Spend

ROAS

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Orders

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Sessions

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All Channels Combined

Total Revenue

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Total Spend

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Google's Revenue Share

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Google's Traffic Share

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Total Orders

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Total Sessions

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Weekly Performance

Week	Spend	Revenue	ROAS	Orders	Sessions	CVR

New Customer Acquisition — The Real Math

Revenue and new vs. returning data verified directly from Shopify order history — every number below is from real transactions, not analytics estimates. Google attribution uses paid session share from GA4.

New Customers — All Channels

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First-time buyers store-wide, confirmed from Shopify order history. Google's share is broken out below.

New Customer First-Order Value

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Average Shopify order value for customers buying from Calle Del Mar for the very first time.

Cost to Acquire (CAC) ?Customer Acquisition Cost — how much in ad spend it takes to bring in one brand new customer. Compare it to what that customer spends on their first order.

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Ad spend ÷ new customers attributed to Google Ads. Based on verified spend from account 636-098-5292.

New Customer ROAS ?ROAS calculated using only revenue from first-time buyers — completely ignoring returning customers. This is the floor. The campaign is profitable on new customers alone.

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Return on ad spend counting only brand-new customers. Returning customer revenue is not included in this figure.

Net New Customers via Google Ads

Google brought in — new customers this period who had never purchased from Calle Del Mar before. These are not existing customers who would have returned anyway — they are net new revenue that only exists because of the campaigns.

New Orders (Google) —

New Revenue (Google) —

Avg New Customer Order —

% of Google Orders that are New —

Cost to Acquire Each New Customer —

Returning Customers via Google Ads

Google also reached — returning customers this period. These customers chose to return, and Google made it effortless. Without the ads, a portion would have gone to a competitor or simply not purchased.

Returning Orders (Google) —

Returning Revenue (Google) —

Avg Returning Order Value —

% of Google Orders that are Returning —

Return Revenue per $1 of Ads —

12-Month Online Revenue — Verified Shopify Data

All-Time Web Revenue

$1.01M

1,151 orders since launch

All-Time New Customers

778

67.6% of all web orders

All-Time Avg Order Value

$875

Web channel only

2026 YTD New Customer Rate

82%

48 of 82 web orders = first-time buyers

Key Takeaways

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Google ROAS this period — every $1 in ad spend generates — in verified Shopify revenue. Fashion DTC benchmark is 3–4×. Pausing means this multiplier stops working on day one.

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Of this period's Shopify web orders came from first-time buyers — confirmed from order history, not analytics. Pausing Google Ads doesn't just reduce sales volume; it stops the new customer pipeline entirely.

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Cost per order via Google Ads. With an average order value of —, the unit economics are extremely strong. This spend is not a cost — it's the most efficient revenue lever in the business.

Verify the Data

Every number in this report is pulled directly from your accounts. Click any link to open the original source and confirm what you're seeing here.

GA4 — Ecommerce Orders · Revenue · Channels

GA4 — New vs. Returning User acquisition breakdown

GA4 — Traffic Channels Sessions by source / medium

Shopify Orders Revenue · New vs. Returning · AOV

Google Ads Spend · Clicks · Campaigns