Monthly Performance Report

Alshaya Perfumes
alshayaperfumes.com
W14 → W18 (April 1 – April 30, 2026)

📊 Post-Ramadan Soft Landing — Strong Fundamentals Emerging

$136K revenue post-peak (-20.2% MoM) | AOV surged +20.1% to $78.80 | Returning customers jumped to 13.9% | ROAS steady at 3.9x

Executive Summary

Total Revenue
$136,397
▼ -20.2% MoM
$170,821 → $136,397
Total Orders
1,648
▼ -34.0% MoM
2,496 → 1,648
Avg Order Value
$78.80
▲ +20.1% MoM
$65.59 → $78.80
Conversion Rate
1.06%
▲ +10.4% MoM
0.96% → 1.06%
Sales Metrics
5,197
Units Sold
▼ -26.0%
3.15
Items/Order
▲ +11.7%
13.9%
Returning
▲ +31.3%
Marketing Efficiency
3.90x
Blended ROAS
▼ -3.0%
$35,311
Total Ad Spend
▼ -16.7%
$13.86
Blended CPA
▲ +33.4%

Traffic & Conversion

Total Sessions
169,484
▼ -41.4% MoM
289,072 → 169,484
Conversion Rate
1.06%
▲ +10.4% MoM
0.96% → 1.06%
Funnel Metrics
Sessions per Order
103
▼ 116 → 103 (improved)
Revenue per Session
$0.80
▲ $0.47 → $0.80 (+70.2%)

📱 Marketing Performance

$35,311
Total Ad Spend
▼ -16.7%
2,546
Total Paid Orders
▼ -37.6%
3.90x
Blended ROAS
▼ -3.0%
$13.86
Blended CPA
▲ +33.4%
👻 Snapchat Ads
Best CPA
Ad Spend
$3,950 ▼ -61.6%
Orders
450 ▼ -58.0%
CPA
$8.70 ▼ -9.4%
% of Paid Orders 17.7%
📘 Meta Ads
Top Volume
Ad Spend
$21,661 ▼ -0.7%
Orders
1,186 ▼ -32.9%
CPA
$18.26 ▲ +48.1%
% of Paid Orders 46.6%
🔍 Google Ads
Highest Volume Efficiency
Ad Spend
$9,700 ▼ -5.8%
Orders
910 ▼ -26.6%
CPA
$10.65 ▲ +28.3%
% of Paid Orders 35.7%

🛍️ Top Selling Products

Rank Product Category Units Sold Revenue
1 مزيل عرق كونفيدنس كريم من الشايع للعطور - 50 مل
Confidence Cream Deodorant 50ml		 Deodorant 321 ▼ -10.1% $2,677.77 ▼ -11.2%
2 ورق معطر للأدراج من الشايع للعطور
Scented Drawer Sheets		 Cabinet Fresheners 320 ▼ -1.8% $3,522.04 ▲ +5.2%
3 ظرف معطر من الشايع للعطور
Scented Envelope Freshener		 Cabinet Fresheners 145 ▼ -53.4% $572.18 ▼ -46.6%
4 عطر للرجال والنساء سطور EDP من الشايع للعطور
Sotoor EDP Unisex Perfume		 Perfumes 88 ▼ -57.7% $2,562.85 ▼ -61.4%
5 مزيل عرق رول أون من الشايع للعطور - 75 مل
Roll-On Deodorant 75ml		 Deodorant 83 ▼ -35.7% $450.82 ▼ -42.7%
Product Insights: Top 5 products generated $9,785.66 (7.2% of total revenue). Product volume is down across the board post-Ramadan as expected, but Confidence Deodorant and Scented Drawer Sheets remain resilient — both held positions and showed the smallest declines (-10% and -2% vs category average of -45%). Scented Envelope Freshener and Sotoor EDP saw the steepest drops (-53% and -58%), confirming they were heavily driven by Ramadan gifting demand. Notably, the top 5 list shrank from 10 last month — fewer products are carrying the catalog post-season, signaling the need for hero product campaigns.

🗺️ Geographic Performance - Kuwait

Rank Governorate Orders MoM Change New Customers % of Total
1 Al Asimah 452 ▼ -41.5%
was 773		 418 28.5%
2 Hawalli 279 ▼ -44.1%
was 499		 259 17.6%
3 Al Farwaniyah 222 ▼ -41.6%
was 380		 217 14.0%
4 Mubarak Al-Kabeer 217 ▼ -31.3%
was 316		 208 13.7%
5 Al Ahmadi 161 ▼ -47.4%
was 306		 158 10.2%
6 Al Jahra 126 ▼ -44.0%
was 225		 117 7.9%
Regional Insights: All governorates declined 31-47% as Ramadan surge normalizes. Total tracked regional orders: 1,457. Mubarak Al-Kabeer showed the strongest retention with the smallest decline (-31.3%), while Al Ahmadi dropped the most (-47.4%). Al Asimah maintained its #1 position at 28.5% share. New customer acquisition rates remain high (92-98%), showing the brand is still attracting first-time buyers even post-Ramadan — a positive signal for long-term growth.

🧠 Performance Marketing Guru Insights

💰
Revenue & Growth Optimization
$136K Post-Ramadan = 2.5x Pre-Ramadan Baseline — This Is a Win
Context matters here. Revenue dropped 20.2% from March's $170,821 to $136,397, a controlled post-Ramadan pullback. Compare this to the pre-Ramadan baseline of $54K (Jan 18–Feb 18). April's $136K is 2.5x that baseline. The brand didn't crash back to pre-season levels — it established a dramatically higher floor. This "new normal" of $130-140K monthly is a major structural upgrade from $54K.
Action Items
  • Set $120-130K as the new monthly revenue floor — build campaigns to defend it
  • Identify which Ramadan customers are now repeat buyers and protect this cohort
  • Plan next seasonal peak (summer/back-to-school) early to sustain momentum
AOV Jumped to $78.80 (+20.1%) — Customers Are Buying Premium
This is the standout positive metric of the month. AOV surged from $65.59 to $78.80, meaning post-Ramadan buyers are spending significantly more per order. The gifting-driven low-AOV impulse buyers from Ramadan (Scented Envelopes at $3.31) are gone, leaving behind a more premium customer base. Revenue per session also jumped 70.2% ($0.47→$0.80). This quality-over-quantity shift is exactly what a healthy post-peak transition looks like.
📊
CPA & Platform Efficiency
Snapchat: $8.70 CPA at -62% Budget — Severely Underfunded
Snapchat budget was cut 62% ($10.3K→$3.95K) — the sharpest cut of any platform — yet it delivered the best CPA at $8.70 (actually improved 9.4% from last month). Despite this, Snapchat's share of paid orders dropped from 26.3% to just 17.7%. This is the clearest budget misallocation in the entire report: the best-performing channel is getting the least investment.
Action Items
  • Immediately increase Snapchat budget to $6,000-$8,000/month — $8.70 CPA has massive headroom
  • Reallocate $3-4K from Meta (worst CPA at $18.26) to Snapchat
  • Test new Snapchat ad formats: collection ads, AR try-on experiences
Meta CPA Inflated to $18.26 (+48.1%) — Needs Creative Refresh
Meta's CPA jumped 48% from $12.33 to $18.26, the worst efficiency among all platforms. It still commands 61% of ad budget ($21.7K) and 46.6% of paid orders, so it's the volume driver — but the efficiency gap vs Snapchat ($8.70) and Google ($10.65) is widening dangerously. Post-Ramadan ad fatigue is the likely culprit. Creative refresh and audience expansion are urgent.
Action Items
  • Refresh all Meta creatives — Ramadan-era assets are causing fatigue
  • Test UGC and customer testimonial content for lower-funnel campaigns
  • Reduce Meta spend 15-20% and redistribute to Snapchat + Google
Google Holds Strong at $10.65 CPA — Best Volume-to-Efficiency Ratio
Google's CPA rose 28.3% ($8.30→$10.65), which is expected post-Ramadan as search intent normalizes. However, Google now delivers 35.7% of paid orders (up from 30.4%) while getting only 27.5% of budget — making it the best volume-to-efficiency ratio. Shopping campaigns and Performance Max continue to outperform. Google should receive more budget at this efficiency level.
🚀
Growth Levers & Retention
13.9% Returning Customers — Up from 10.59%! Retention Is Working
This is the most strategically important metric in the report. Returning customer rate jumped from 10.59% to 13.9% (+31.3%), meaning Ramadan cohort retention efforts are paying off. With 1,648 total orders, approximately 229 came from repeat buyers. This proves that the massive Ramadan customer acquisition wasn't wasted — a meaningful portion is coming back. Push hard to get this to 18-20% by June.
Action Items
  • Analyze which Ramadan products drove the most repeat purchases — double down on those
  • Deploy 60-day post-purchase email for perfume buyers: "Time for a new signature scent"
  • Launch a loyalty/points program — reward the 13.9% who are already coming back
  • Target 18% returning rate by June through replenishment + cross-sell automation
CVR Steady at 1.06% Despite Traffic Drop — Funnel Quality Improved
Sessions dropped 41% but CVR actually improved significantly (0.96%→1.06%). This means the remaining traffic is higher-intent — low-quality Ramadan browsers are gone, leaving serious buyers. Revenue per session jumped 70.2% ($0.47→$0.80), confirming this. The funnel is working harder. Now is the ideal time for CRO investments as each improvement impacts a higher-quality audience.

📋 Next Month Priority Actions

1. Rebalance Ad Budget: Snap + Google
Snapchat at $8.70 CPA gets only 11% of budget. Google at $10.65 gets 27%. Shift $4-5K from Meta to these two. Target $30K total spend, same revenue.
2. Push Retention to 18%
13.9% is a strong start. Deploy segmented replenishment flows, loyalty program, and cross-sell campaigns. Each 1% = ~16 extra orders/month.
3. Meta Creative Overhaul
$18.26 CPA is 2.1x Snapchat. Refresh all creatives with summer/post-Ramadan messaging, UGC content, and new audience segments.
4. Defend $120K+ Revenue Floor
New baseline is 2.5x pre-Ramadan. Protect it with evergreen campaigns, hero product pushes (Sotoor, Confidence), and CRO improvements.
🎯 Performance Marketing Guru Verdict: April tells a story of quality over quantity — and it's a positive one. Revenue dipped 20.2% from March's $170.8K to $136K, but $136K is still 2.5x the pre-Ramadan baseline of $54K. The real wins are structural: AOV surged 20.1% to $78.80 (customers are buying premium, not impulse), returning rate jumped 31.3% to 13.9% (retention is working), and CVR improved to 1.06% from 0.96% (funnel quality improved). The biggest issue is budget allocation: Snapchat at $8.70 CPA receives only 11% of spend while Meta at $18.26 CPA gets 61% — that's a $9.56 CPA gap that's costing ~$4,800/month in wasted efficiency. Three moves for May: (1) Rebalance immediately — shift $4-5K from Meta to Snapchat and Google, targeting $30K total spend with the same or better output. (2) Accelerate retention — 13.9% proves the Ramadan cohort is activatable, push to 18% with automated flows. (3) Refresh Meta creatives aggressively — post-Ramadan fatigue is driving the 48% CPA inflation. Execute well and $130-140K should be sustainable as the new monthly floor.
Expected Impact: Budget rebalancing (Snap/Google focus) saves ~$4,800/month at same order volume. Meta creative refresh targets CPA reduction from $18.26 to $14-15. Retention push (13.9%→18%) adds ~65 repeat orders/month (+$5,100). Maintaining 1.06% CVR on stabilized traffic sustains 1,600+ orders. May target: $130,000-$145,000 revenue at $30-32K ad spend (improved ROAS to 4.2-4.5x).

Alshaya Perfumes | Monthly Performance Report | April 1 – April 30, 2026

Compared against: March 1 – March 31, 2026

Generated by Performance Marketing Team