KOVA

Pott Candles · Performance Intelligence
Generated 14 July 2026 · YTD 2026

YTD Performance & Forecast Tracker

Week-by-week blended efficiency, monthly Meta spend by campaign, and monthly revenue vs. the financial-dashboard plan — one reference for where we are against goal and where the trends are heading.

YTD Revenue (Jan–Jun)

£898,030

vs £748,803 plan · +19.9%

YTD Blended ROAS

4.80x

£186,994 blended spend

YTD Blended CPA

£49

3,802 new customers

Months hit plan

4 / 6

Jan, Feb, May, Jun

1 · Monthly scorecard vs. plan

Actual revenue (Triple Whale, full-month) against the financial-dashboard monthly plan. Blended ROAS = revenue ÷ blended ad spend. Blended CPA = blended ad spend ÷ new customers.

Month	Plan	Actual	Vs plan	Blended spend	ROAS	CPA	New cust.
January	£147,104	£175,319	HIT +19.2%	£34,088	5.14x	£45	754
February	£116,411	£135,919	HIT +16.8%	£22,515	6.04x	£43	528
March	£150,899	£141,295	MISS -6.4%	£34,449	4.10x	£53	651
April	£146,138	£137,296	MISS -6.1%	£30,901	4.44x	£64	485
May	£99,807	£145,091	HIT +45.4%	£32,649	4.44x	£54	602
June	£88,444	£163,109	HIT +84.4%	£32,393	5.04x	£41	782
July (to 13th)	£147,637	£72,048	MTD	£15,218	4.73x	£49	308

Read: Revenue is running remarkably flat month-to-month (£135,919–£175,319), while the plan dips hard for the summer (May £99,807, Jun £88,444). That seasonal dip in the target is why May and June beat plan by 45%+ despite flat sales — the business is holding summer volume the plan didn't expect. March and April are the only misses, and both by an identical ~6%.

2 · Weekly blended efficiency vs. spend

Every week YTD (Mon–Sun). Bars = blended ad spend; line = the efficiency metric. Watch efficiency relative to how hard we were spending.

Blended spendBlended ROAS

Blended spendBlended CPA (new-customer)

Scent / range launches1Cook Candles25 Mar2Almond3 Apr3Roses2 May4Citronella15 May5Isle of Wight (Tomato Vine)2 Jun

Week	Revenue	Blended spend	New cust.	Blended ROAS	Blended CPA
01-01 – 01-04	£33,442	£7,360	151	4.54x	£49
01-05 – 01-11	£38,493	£11,591	180	3.32x	£64
01-12 – 01-18	£36,337	£5,766	157	6.30x	£37
01-19 – 01-25	£33,269	£5,488	141	6.06x	£39
01-26 – 02-01	£38,601	£4,698	151	8.22x	£31
02-02 – 02-08	£33,071	£4,597	114	7.19x	£40
02-09 – 02-15	£30,085	£5,999	132	5.01x	£45
02-16 – 02-22	£25,153	£6,138	120	4.10x	£51
02-23 – 03-01	£51,347	£5,930	175	8.66x	£34
03-02 – 03-08	£33,099	£6,946	155	4.77x	£45
03-09 – 03-15	£31,625	£8,448	170	3.74x	£50
03-16 – 03-22	£26,685	£8,040	125	3.32x	£64
03-23 – 03-29	£34,712	£7,640	139	4.54x	£55
03-30 – 04-05	£32,904	£8,010	114	4.11x	£70
04-06 – 04-12	£26,323	£7,034	106	3.74x	£66
04-13 – 04-19	£24,000	£7,226	93	3.32x	£78
04-20 – 04-26	£34,572	£6,509	109	5.31x	£60
04-27 – 05-03	£44,882	£8,372	140	5.36x	£60
05-04 – 05-10	£30,800	£8,190	141	3.76x	£58
05-11 – 05-17	£30,572	£7,008	129	4.36x	£54
05-18 – 05-24	£30,340	£6,881	136	4.41x	£51
05-25 – 05-31	£34,610	£6,728	142	5.14x	£47
06-01 – 06-07	£49,266	£7,525	205	6.55x	£37
06-08 – 06-14	£34,970	£8,296	183	4.22x	£45
06-15 – 06-21	£32,962	£7,353	179	4.48x	£41
06-22 – 06-28	£34,082	£7,047	159	4.84x	£44
06-29 – 07-05	£43,781	£7,777	168	5.63x	£46
07-06 – 07-12	£34,792	£8,469	173	4.11x	£49

Read: The clearest pattern is inverse — the weeks we push spend hardest (the £8k+ weeks in March–April) are the weeks ROAS sinks toward 3.3x and CPA climbs past £70. The most efficient weeks (ROAS 6–8x, CPA ~£31–37) are lower-spend or event-driven weeks (late Jan, the 23 Feb spike, 1 Jun). Marginal spend above ~£7k/week is buying customers at a materially worse rate. The scent launches (markers 1–5) map onto this: the Isle of Wight / Tomato Vine launch (2 Jun) lines up with the year's best week — ROAS 6.55x, CPA £37 — while the Cook + Almond launches in the high-spend late-March window coincide with the ROAS trough. Fresh, seasonally-timed creative is doing more for efficiency than raw budget.

3 · Monthly Meta spend by campaign

Where the Meta budget actually went, month by month. Click a month. ROAS shown is Meta-attributed (in-platform), not blended.

January 2026

Meta total £26,298 · 5 campaigns

Campaign	Spend	% of mo.	Purch.	ROAS*
Evergreen	£15,783	60.0%	344	–
Evergreen 2026	£8,364	31.8%	326	–
January Sale \| Up to 30% Off \| Manual Bids	£1,221	4.6%	84	–
Retention \| Subscription \| 7D Click	£925	3.5%	45	–
Boxing Day \| Up to 30% Off \| Manual Bids	£6	0.0%	8	–

February 2026

Meta total £18,522 · 2 campaigns

Campaign	Spend	% of mo.	Purch.	ROAS*
Evergreen 2026	£17,684	95.5%	513	–
Retention \| Subscription \| 7D Click	£838	4.5%	47	–

March 2026

Meta total £28,877 · 4 campaigns

Campaign	Spend	% of mo.	Purch.	ROAS*
Evergreen 2026	£25,123	87.0%	502	–
UGC \| 17/3	£2,239	7.8%	58	–
Retention \| Subscription \| 7D Click	£929	3.2%	38	–
Cook Candles	£587	2.0%	20	–

April 2026

Meta total £25,663 · 8 campaigns

Campaign	Spend	% of mo.	Purch.	ROAS*
Evergreen 2026	£10,100	39.4%	193	–
New Customer Event Test	£6,421	25.0%	85	–
Cook Candles	£2,562	10.0%	55	–
UGC \| 17/3	£2,333	9.1%	58	–
Almond April 2026	£1,701	6.6%	64	–
Ocean/Sea Salt	£1,153	4.5%	20	–
Retention \| Subscription \| 7D Click	£736	2.9%	18	–
Testing 17/4	£658	2.6%	18	–

May 2026

Meta total £26,403 · 10 campaigns

Campaign	Spend	% of mo.	Purch.	ROAS*
New Customer Event Test	£7,985	30.2%	156	–
Cook Candles	£4,066	15.4%	92	–
Evergreen 2026	£3,523	13.3%	90	–
Ocean/Sea Salt	£3,129	11.8%	55	–
Roses May 2026	£2,731	10.3%	97	–
Citronella May 2026	£1,897	7.2%	90	–
Testing 17/4	£1,845	7.0%	44	–
Almond April 2026	£613	2.3%	16	–
Retention \| Subscription \| 7D Click	£462	1.7%	16	–
UGC \| 17/3	£153	0.6%	4	–

June 2026

Meta total £25,608 · 9 campaigns

Campaign	Spend	% of mo.	Purch.	ROAS*
New Customer Event Test	£6,056	23.6%	120	–
Cook Candles	£5,236	20.4%	121	–
Tomato Vine June 2026	£4,758	18.6%	237	–
Citronella May 2026	£4,752	18.6%	106	–
Ocean/Sea Salt	£1,498	5.9%	34	–
Evergreen 2026	£1,198	4.7%	51	–
Testing 17/4	£949	3.7%	19	–
Roses May 2026	£706	2.8%	23	–
Retention \| Subscription \| 7D Click	£456	1.8%	15	–

July 2026 — to 13th

Meta total £12,082 · 9 campaigns

Campaign	Spend	% of mo.	Purch.	ROAS*
Tomato Vine June 2026	£3,039	25.2%	130	–
Cook Candles	£2,279	18.9%	41	–
New Customer Event Test	£2,192	18.1%	30	–
Citronella May 2026	£1,963	16.3%	34	–
Seasalt Refresh (Jul 2026)	£1,615	13.4%	33	–
Roses May 2026	£535	4.4%	23	–
Retention \| Subscription Opt-In \| 7D Click 1D View	£358	3.0%	18	–
Ocean/Sea Salt	£99	0.8%	5	–
Retention \| Subscription \| 7D Click	£2	0.0%	2	–

*July is month-to-date (to the 13th). Meta ROAS is platform-reported last-click and runs higher than the blended ROAS in the scorecard above.

4 · The trends that matter

Revenue vs. plan

4/6 hit

Flat actual sales meeting a seasonally-dipping plan. The real test is the H2 ramp — the plan escalates from £147,637 (Jul) toward £741,083 in November.

Blended ROAS

5.0x Jun

Range-bound 4.1x–6.0x. June (5.04x) and January (5.14x) are the strong months; March (4.1x) the weakest. No structural decline — efficiency is a spend-intensity story, not a decay story.

Blended CPA

£41 Jun

Peaked in April (£64) when spend was high and new-customer volume thin, then recovered to £41 in June as acquisition volume rebounded to 782 new customers.

New-customer volume

782 Jun

June was the strongest acquisition month of the year (782 new customers) — the seasonal-scent launches (Citronella, Tomato Vine) plus the New Customer Event Test campaign pulling weight.