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Reports

scope · market = slo

Growth OS

Every section ends in a verdict or an action · Ayman Ghonem · scope: market = SLO

Composed by GrowthOS

Synthesis

Growth Health
56/ 100
Growth Health▼ 3 vs last week5 pillars · Retention excluded until Magento connects
Acquisition48
Efficiency82
Retention—
greyed until Magento connects · score excludes it
Competitive55
Tracking35
Three things to fix this week
FIXFix tracking capture
GA4 capture ~51%, revenue understatedCAPI / consent
DEFENDDefend the stroller rank
fell 1 → 4 to shoppsterraise bid
CUTCut Britax & toys waste
QS-0 clusters at ROAS ≤ 2cut

Biggest opportunity — Build cots

Biggest demand, worst capture, organically open, and a new competitor just entered the head term. Urgency: peaks in January, stage now.

Overview

Overall metrics
Spend · 28d€12,400~€3.0k / wk · flat
Revenue · GA4€37,100tracked from Jun 8 · floor
MER · tracked5.5▲ healthy
Orders · 28d330Jun 8–29
AOV€112GA4 floor

Revenue is the GA4 floor and a floor until the backend connects.

Monthly forecast

Monthly forecast · projected from pace and seasonality · band wide until history builds.

Spend · projected€12,900€11.6k so far · 90% MTD
Revenue · projected€41,000band €35–47k · €37.1k so far
Orders · projected355MER ~5.4 · 330 so far
Alerts
TrackingGA4 capture ~51%, down from 64%
revenue understatedCAPI / consent
BudgetJoie capped again
20% of impressions lost to budget at 13.4 ROASraise budget
WasteBritax & toys QS-0 keywords
spending at ROAS ≤ 2cut
PacingJune tracking to ~€41k
a seasonally soft month, peak is Q4on pace
StableMeta CPM & frequency steady
no saturation signal this week—

Layer 1 · Where to grow

Scale-hold verdict
Market demand vs your captured revenue
Demand / moRevenue · 28d
Cots / nursery€71 / 1kEXPAND
37,200
€2,639
Strollers€464 / 1kSCALE / DEFEND
29,040
€13,461
Car seats€403 / 1kSCALE / DEFEND
16,920
€6,816
Carriers / travel€332 / 1kSCALE / DEFEND
9,300
€3,090
High chairs€127 / 1kDEVELOP
11,400
€1,443
Demand & seasonality
Search demand by category · 12 months
CotsStrollersCar seatsHigh chairsCarriers

Cots peak in January (52,200) — stage the build for Q4 to catch the run-up.

Competitive landscape
Your organic position vs the strongest competitor (longer = stronger)
YouLeader
StrollersYOU LEAD
#1.8
vozicki.net #4.2
Car seatsTHEY EDGE YOU
#2.0
babycenter.si #1.0
High chairsYOU LEAD
#1.9
bimbo.si #3.2
CotsOPEN
#2.4
trgovina-junior.si #6.0

Carriers: no ranked competitors in the pull — an open lane.

Whitespace
High-volume terms never served an ad
TermVol/moCompCPCFlag
otroška posteljica1,9000.64€0.86UNSERVED HEAD
ikea otroška posteljica5900.34€0.16—
otroška posteljica 120×60900.69€0.69—
zložljiva otroška posteljica900.65€0.39—
Reputation
Mali Zakladi (you)Mali Vragci
Rating
4.2★
4.4★
Reviews
684
132

Rated marginally lower but with 5× the review volume — trust at scale.

Competitor watch
What moved in the SERP
YOU FELLLost #1 on "otroški voziček 3v1" — slipped 1 → 4
shoppster.si took the top spot (6 → 1)defend
CLIMBINGshoppster.si surging across strollers and high chairs
1st on voziček 3v1, 5→1 on 2v1, 9→5 on high chairswatch closely
CLIMBINGall4kids.si jumped 9 → 3 on "avtosedež i-size"
gaining fast on a car-seat termwatch
SHIFTfreeon.si took #1 on "stolček za hranjenje" (4 → 1)
bimbo, the leader, slipped 6 → 9high chairs moving
NEWmimovrste.com entered "otroška posteljica" at rank 7
a new competitor on your cots termyour target
OPENINGtrgovina-junior.si fell 3 → 7 on "otroški voziček"
the nominal cots leader weakening on strollersopportunity

Layer 2 · How it's tracking

Growth trajectory
Spend, revenue & MER · weekly
SpendRevenueMER

Revenue clean from Jun 8 — earlier weeks legitimately show spend with zero tracked revenue.

Channel contribution
Spend share by channel
ChannelSpend · 28dROASVerdict
Google€4,7426.4ADD to winners
Meta€8,0456.3TEST UP in steps
Campaign headroom
Campaign headroom
CampaignSpendROASSearch ISVerdict
[JOIE] Rem Max€21413.444%SCALE · budget
[VOZIČKI] Strollers€4275.437%SCALE · budget
[BRAND] General€1,6726.192%MAINTAIN
Momcozy (PMax)€5319.119%MONITOR
[DSA] All pages€9026.325%IMPROVE RANK
Potepanje (carriers)€635.419%IMPROVE RANK
[IGRAČE] Toys€1432.420%FIX / CUT
[BRITAX] Romer€1422.062%FIX / CUT
Campaign health
Campaign health & status
CampaignHealthStatusDriverAction
[JOIE] Rem Max88STRONG13.4 ROAS · 44% ISRaise budget
[VOZIČKI] Strollers74STRONGbudget headroomRaise budget
[BRAND] General82STRONGmaxed & efficientMaintain
Momcozy (PMax)62WATCHPMax · low ISMonitor
[DSA] All pages58WATCH77% lost to rankImprove rank
Potepanje (carriers)55WATCHrank-lost · demand ↑72%Fix bids
[IGRAČE] Toys32WEAK2.4 ROASFix or cut
[BRITAX] Romer28WEAK2.0 ROAS · QS 0Cut / rebuild
Optimizations
Optimizations · ranked by impact
  1. •
    Reallocate to budget-capped winnersrecoverable now
    Joie and strollers lose 20–22% of impressions to budget at 5–13 ROAS.
  2. •
    Fix rank-limited campaignsbid / quality
    DSA and carriers lose 77–82% to rank, not budget. More spend won't help.
  3. •
    Cut zero-return keywords~€285/mo reclaimed
    Britax and toys clusters at QS 0 and ROAS 0–2 burning spend.
  4. •
    Open the cots demandnew revenue line
    Head term (1,900/mo) unserved, no feed and no keywords in the biggest pool.
Action points
Action points
  1. •
    Raise Joie campaign budget +50%P1 · Operator
  2. •
    Launch cots Search — otroška posteljica + variantsP1 · Op + Dev
  3. •
    Raise bids on carriers keywordsP2 · Operator
  4. •
    Pause Britax QS-0 keywordsP2 · Operator
  5. •
    Add generic car-seat keywordsP3 · Operator
Diminishing returns
Buildable
ROAS vs daily spendmodeled
GoogleMeta

Google: ADD to winners — well above the 2.0 target at current spend. Meta: TEST UP in steps.

Budget simulator
Buildable
Budget simulator
Google€158/day
Revenue €1,011/dayNext €: 4.4×
Meta€287/day
Revenue €1,808/dayNext €: 3.8×
Blended ROAS6.3× · €84,579/mo
Modeled from roas(s) = roas₀·(s₀/s)^k.

Modeled · anchored on real average spend and ROAS. Drag to see the return on the next euro.

Landing & funnel
Add-to-cart → purchase by category
CategoryViewsATC → purchaseRead
Vozički · strollers11,24710.7%WEAK
Avtosedeži · car seats8,13318.9%OK
Sobica · cots3,76217.8%OK
Nega · care3,02227.7%STRONG
Potepanje · carriers2,87027.1%STRONG
Hranjenje · feeding2,80917.8%OK

Strollers pull the most traffic but convert weakest — a conversion problem, not a traffic one.

Keyword headroom
Keyword headroom
KeywordQSROASISVerdict
mali zakladi1020.491%MAXED
voziček joie106.369%PUSH
britax romer00.061%CUT
Audiences
Buildable
AudiencesPreview
needs: audience export from Google Ads / GA4
Creative
Buildable
CreativePreview
needs: creative/asset performance from Google Ads
Geography
Buildable
GeographyPreview
needs: geo performance from Ads / GA4
Device
Buildable
DevicePreview
needs: device performance from Ads / GA4
Product / SKU
Needs source
Product / SKUNeeds source
needs: product/SKU revenue from Magento
Acquisition vs retention
Needs source
Acquisition vs retentionNeeds source
needs: new-vs-returning customers from Magento orders
Cohort & LTV
Needs source
Cohort & LTVNeeds source
needs: order history from Magento for cohorts & LTV

Layer 3 · Growth moves

Ranked moves
Ranked growth moves
  1. 1
    Raise budget on Joie and strollersOwner: Operator
    Joie ROAS 13.4 at 44% IS, 20 pts lost to budget.
  2. 2
    Build cots on paid and SEO, staged for Q4Owner: Operator + Dev
    37,200/mo demand, worst capture, organically open, peaks January.
  3. 3
    Fix carriers rankOwner: Operator
    demand up 72%, 82% of lost IS is rank not budget.
  4. 4
    Cut Britax and toys dead weightOwner: Operator
    ROAS 2.0 / 2.4, QS-0 cluster burning spend.
Move tracking
Needs source
Move trackingNeeds source
needs: committed-move outcomes logged over time — the closed loop that makes this an OS, not a report