Purpose #
This article explains how Shopstars conducts monthly analytics reviews and delivers actionable insights to clients. It covers what data is reviewed, how reports are structured, what insights are provided, and how these reviews inform future advertising and development decisions. Clients should use this as the reference for understanding the role of monthly analytics reviews in ongoing strategy.
Why Monthly Reviews Matter #
Weekly reports focus on short-term campaign performance, but monthly reviews provide a broader view of trends and business outcomes. By consolidating data from Shopify, GA4, and advertising platforms, Shopstars identifies patterns that may not be visible in week-to-week fluctuations. This ensures that decisions are based on sustained performance rather than isolated events.
Data Sources #
Monthly reviews draw on multiple sources to provide a complete picture:
- Shopify: Order volume, net sales, average order value (AOV), repeat purchase rate
- GA4: Traffic by source, funnel conversion rates, user retention, device breakdowns
- Meta Ads Manager: Campaign performance by audience and creative
- Google Ads: Search term reports, shopping performance, impression share
- TikTok Ads Manager: Creative engagement and short-form video performance
- Custom Event Data: Newsletter signups, form submissions, video completions
Review Process #
1. Consolidation
Data is exported from all platforms for the monthly period. Shopify sales data is treated as the source of truth for revenue. Advertising and analytics data is aligned to Shopify order totals, within acceptable tolerance thresholds.
2. Funnel Analysis
Shopstars reviews how users move through the customer journey:
- Traffic acquisition (which channels drive visitors)
- Engagement (time on site, scroll depth, video views)
- Conversion (add-to-cart, checkout initiation, purchase) Drop-off points are identified to guide optimization.
3. Attribution Review
Attribution models are compared across GA4, Meta, and Google Ads. The goal is to understand which channels drive discovery, which close sales, and where overlap occurs. Insights are used to recommend budget adjustments.
4. Creative and Audience Performance
Performance of creative variations and audience segments is evaluated. High-performing assets are flagged for scaling, while fatigued creatives or underperforming audiences are rotated out.
5. Technical Health Check
Custom event tracking, pixels, and GA4 setups are validated. If discrepancies appear in the monthly review, debugging steps are scheduled for the following cycle.
Deliverables #
Monthly reviews are delivered in Basecamp as a structured report. The report includes:
- Executive Summary: Key wins, challenges, and recommendations
- Performance Overview: High-level metrics such as revenue, ROAS, CPA, and AOV
- Channel Breakdown: Results by Meta, Google, TikTok, email, and organic traffic
- Funnel Insights: Where users dropped off and what improved conversion paths
- Action Plan: Recommendations for budget allocation, creative direction, and technical fixes
Charts and graphs may be included for visual clarity, but all numbers are documented for transparency.
Insights to Expect #
Clients can expect actionable recommendations such as:
- Increasing budget in high-performing campaigns with low CPAs
- Refreshing ad creatives where frequency has caused fatigue
- Adding new audiences based on lookalike data from recent buyers
- Improving site speed on mobile devices to reduce drop-offs at checkout
- Adjusting attribution windows to better reflect actual conversion paths
Client Responsibilities #
Clients should review monthly reports in Basecamp and provide feedback or approval on recommended actions. Questions and clarifications should be documented in the same thread to ensure a clear record of decisions.
Summary #
Monthly analytics reviews at Shopstars consolidate data from Shopify, GA4, and advertising platforms into actionable insights. Reports focus on trends, attribution, funnel analysis, and performance by audience and creative. Deliverables are posted in Basecamp with an executive summary and action plan, ensuring clients have a clear roadmap for the following month.
