Weekly Performance Report Generator

Generate a weekly e-commerce performance report. This week: - Revenue: $[X] - Orders: [X] - AOV: $[X] - Conversion rate: [X]% - Sessions: [X] - New vs. returning customers: [X]% / [X]% - Ad spend: $[X] - ROAS: [X]x - Email revenue: $[X] - Top 5 products by revenue: [LIST] - Return rate: [X]% Last week: [SAME METRICS] Same week last year: [SAME METRICS, or "not available"] Monthly target: [SAME METRICS] Produce: 1. Executive summary (3 sentences: overall performance, biggest win, biggest concern) 2. KPI dashboard table with WoW change %, YoY change %, and vs. target 3. Traffic analysis: which sources grew/declined, quality by channel 4. Product performance: top 5 movers (up and down) with likely reasons 5. Three specific action items for next week with expected impact 6. Risks or anomalies to investigate

**Executive Summary:** Revenue grew 8% WoW to $42,300, driven by a 12% increase in returning customer orders. The biggest win was email revenue hitting $6,200 (+22% WoW) from the new post-purchase sequence. The key concern is a declining conversion rate on mobile (down 0.4% WoW to 1.8%), suggesting a UX issue to investigate. **KPI Dashboard:** | Metric | This Week | Last Week | WoW | YoY | Target | Status | |--------|-----------|-----------|-----|-----|--------|--------| | Revenue | $42,300 | $39,200 | +8% | +23% | $40,000 | On track | | Orders | 520 | 485 | +7% | +18% | 500 | On track | | AOV | $81.35 | $80.82 | +1% | +4% | $80.00 | On track | | CVR | 2.6% | 2.8% | -7% | +2% | 3.0% | At risk | | Sessions | 20,000 | 18,900 | +6% | +15% | 19,000 | On track | | New/Return | 58/42% | 62/38% | — | — | 55/45% | Improving | | Ad Spend | $8,200 | $7,800 | +5% | +30% | $8,000 | On track | | ROAS | 3.4x | 3.5x | -3% | -5% | 3.5x | Watch | | Email Rev | $6,200 | $5,100 | +22% | +45% | $5,000 | Exceeding | | Return Rate | 8.2% | 7.5% | +9% | +1% | <8% | Watch | **Traffic Analysis:** - Organic search: +12% WoW (new blog posts driving discovery traffic) - Paid social: +3% sessions but -0.2% CVR (creative fatigue likely) - Email: +22% revenue, best performing channel this week - Direct: -5% (normal week-to-week fluctuation) **Product Performance:** - Top mover up: Vitamin C Serum (+35% units) — featured in email campaign - Top mover down: Travel Kit (-18%) — seasonal decline post-holiday - New launch: Retinol Night Cream tracking 20% above forecast **Action Items for Next Week:** 1. [URGENT] Debug mobile conversion drop — run PageSpeed Insights, check recent deploys. Mobile CVR at 1.8% vs. 2.2% last week suggests a rendering or performance issue. Expected recovery: +0.4% CVR = ~$1,200/week. 2. [GROWTH] Refresh paid social creative — ROAS declining 3 weeks in a row. Test 3 new UGC-style video ads. Expected impact: +0.2x ROAS = $400/week at current spend. 3. [OPTIMIZATION] Double down on email — post-purchase sequence producing 22% more revenue. Extend to win-back segment this week. Expected impact: +$800-$1,200/week. **Risks to Watch:** - Return rate ticking up (8.2% vs. 7.5%) — investigate if tied to specific product or new customer cohort - ROAS trending down 3 consecutive weeks — if it hits 3.0x, pause lowest-performing ad sets