Three data-backed findings from cross-referencing GA4, Google Ads, Meta Ads, and 37 months of Timely booking data.
Yet 121 Group’s campaigns convert at 4.7× the efficiency — $37.82 revenue per $1 spent (vs $8.22 before).
Fix: Scale spend to $4–$5K/month. Projected impact: +24 appointments/month = +$36,864/month revenue.
Revenue/appointment up +63% (filtering browsers), but April is the first month where revenue also dropped -46%. Fee may be deterring qualified buyers.
Fix: A/B test redeemable deposit vs non-refundable fee. Potential recovery: $28,800/month.
87% purchase within 2 visits. The in-store experience converts brilliantly. Every dollar should optimise for “book an appointment” — not awareness.
Implication: Each consultation = $1,536 expected value (48% × $3,200). CPA target should be well under $200.
Combined opportunity: ~$65,000/month in recoverable revenue from scaling Google Ads + testing the booking fee structure.
Detailed analysis in Sections 02d–02e below • Data: Google Ads API, Meta Ads API, Timely (37mo), BridalLive, GA4
Australia-only data, with international spam/bot traffic filtered out. Despite a 71% drop in sessions, conversions are actually up 7.8% YoY — meaning the site is converting the remaining traffic at nearly 4× the rate it did last year.
| Metric | Current (30d) | YoY (30d) | Δ YoY |
|---|---|---|---|
| Sessions | 2,115 | 7,373 | ▼ 71.3% |
| Total Users | 1,671 | 3,620 | ▼ 53.8% |
| New Users | 1,560 | 6,754 | ▼ 76.9% |
| Engaged Sessions | 1,335 | 5,240 | ▼ 74.5% |
| Page Views | 6,238 | 31,573 | ▼ 80.2% |
| Event Count | 16,214 | 81,998 | ▼ 80.2% |
| Conversions | 373 | 346 | ▲ 7.8% |
| Engagement Rate | 63.12% | 71.07% | ▼ 11.2% |
| Avg Session Duration (s) | 169 | 179 | ▼ 5.5% |
| Conversion Rate (sess) | 17.64% | 4.69% | ▲ 276.1% |
Current: 2026-03-31 → 2026-04-29 ·
YoY: 2025-03-31 → 2025-04-29 ·
Filter: country = Australia
Sessions fell from 7,373 to 2,115. New users are down −76.9%. This is a top-of-funnel problem, not a conversion problem.
The largest losses are in Cross-network (−95.7%) and Organic Social (−92.9%) — see channel breakdown below.
Conversion rate rose from 4.69% to 17.64%. Conversions grew +7.8% despite traffic collapsing.
This suggests the paid booking fee is filtering out low-intent visitors as intended. The audience still arriving is highly qualified.
Day-by-day comparison with the matching period last year. The structural gap between periods is consistent across the whole window — this isn't a single-week anomaly.
Looking back 14 months (AU only), the decline is not gradual — it's a sequence of sharp cliffs. Each cliff has the signature of a paid campaign ending, plus one clear measurement incident in early December.
Daily sessions, in 9 days (−92%)
Before 17 Sep there were consistent paid spikes (412 / 612 / 449 sessions on 14–17 Sep). After that date the spikes stopped completely and traffic fell to a ~70/day floor. Classic signature of Google PMax or Meta campaigns being paused. Matches the Cross-network −96% channel finding.
Dec 5, 6, 7, 8 — zero / near-zero data
Four consecutive days have no sessions recorded in GA4. This is not a traffic drop — it's a measurement incident. Likely a site deploy, theme update, or GTM change that broke the gtag. Contact events (Phone call, Email Click, Call Now Button) also disappear around this time, replaced with the new _121-suffixed events shortly after.
After the 10–12 Mar paid burst ended
Exactly the September pattern repeated: 3 days of elevated paid traffic (277 / 442 / 301 on 10–12 Mar, with conversions spiking to 82 on 11 Mar), then a sharp drop-off to 60–90 sessions/day. This is the current floor — the baseline we're comparing against in the 30-day audit.
Before we recommend remedies, we need to confirm the cause of each cliff. These five questions will close 90% of the uncertainty:
The original "booking fee is causing the slowdown" hypothesis is incomplete. What we actually see is:
Breakdown by default channel group. Paid Social (Meta) is a new channel this period. Cross-network and Organic Social have effectively disappeared.
| Channel | Sess (Now) | Sess (YoY) | Δ | Conv (Now) | Conv (YoY) |
|---|---|---|---|---|---|
| Direct | 695 | 856 | ▼ 18.8% | 182 | 30 |
| Paid Social | 503 | 0 | — | 19 | 0 |
| Organic Search | 376 | 1,761 | ▼ 78.6% | 73 | 113 |
| Paid Search | 328 | 1,691 | ▼ 80.6% | 65 | 37 |
| Cross-network | 82 | 1,913 | ▼ 95.7% | 15 | 131 |
| Organic Social | 76 | 1,075 | ▼ 92.9% | 14 | 28 |
| Referral | 34 | 6 | ▲ 466.7% | 2 | 0 |
| Unassigned | 27 | 95 | ▼ 71.6% | 3 | 7 |
The 15 largest source/medium combinations in the current period (AU only). Direct traffic dominates — evidence of a brand that's well-known locally but under-acquiring new search and paid traffic.
| Source / Medium | Sess (Now) | Sess (YoY) | Δ | Conv (Now) |
|---|---|---|---|---|
| (direct) / (none) | 695 | 856 | ▼ 18.8% | 182 |
| meta / paid | 501 | 0 | — | 18 |
| google / cpc | 404 | 3,556 | ▼ 88.6% | 78 |
| google / organic | 363 | 1,720 | ▼ 78.9% | 71 |
| l.instagram.com / referral | 55 | 963 | ▼ 94.3% | 11 |
| app.markup.io / referral | 30 | 0 | — | 1 |
| chatgpt.com / (not set) | 23 | 4 | ▲ 475.0% | 3 |
| m.facebook.com / referral | 14 | 65 | ▼ 78.5% | 2 |
| (data not available) / (data not available) | 7 | 39 | ▼ 82.1% | 2 |
| au.search.yahoo.com / referral | 6 | 2 | ▲ 200.0% | 2 |
| bing / organic | 6 | 33 | ▼ 81.8% | 0 |
| ig / social | 5 | 0 | — | 0 |
| (not set) / (not set) | 4 | 91 | ▼ 95.6% | 0 |
| app.mangools.com / referral | 2 | 0 | — | 1 |
| ig / paid | 2 | 0 | — | 1 |
74% of AU traffic comes from GA4's Melbourne metro bucket. For the North/West vs South/East A/B hypothesis, we'll need postcode-level data from Meta & Google Ads (GA4's city dimension doesn't break Melbourne into suburbs).
GA4 aggregates all greater-Melbourne traffic under a single "Melbourne" city value. To validate the North/West vs South/East hypothesis, we need Meta Ads postcode reports, Google Ads user-location geo reports, or BridalLive customer address exports.
| Victorian City | Sess (Now) | Sess (YoY) | Δ | Conv (Now) | Conv (YoY) |
|---|---|---|---|---|---|
| Melbourne | 1,575 | 3,960 | ▼ 60.2% | 278 | 206 |
| Ballarat | 14 | 36 | ▼ 61.1% | 2 | 1 |
| Melton | 13 | 149 | ▼ 91.3% | 0 | 7 |
| Broadford | 12 | 45 | ▼ 73.3% | 4 | 3 |
| Geelong | 12 | 23 | ▼ 47.8% | 2 | 0 |
| Shepparton - Mooroopna | 12 | 115 | ▼ 89.6% | 4 | 1 |
| Colac | 11 | 45 | ▼ 75.6% | 4 | 2 |
| Sale | 9 | 82 | ▼ 89.0% | 0 | 1 |
| Warragul | 7 | 21 | ▼ 66.7% | 2 | 2 |
| Sunbury | 5 | 8 | ▼ 37.5% | 1 | 1 |
| Camperdown | 4 | 0 | — | 2 | 0 |
| Warrnambool | 4 | 37 | ▼ 89.2% | 1 | 0 |
| Bendigo | 3 | 24 | ▼ 87.5% | 0 | 1 |
| Epping | 3 | 8 | ▼ 62.5% | 0 | 0 |
| Beveridge | 2 | 0 | — | 1 | 0 |
| Mildura | 2 | 24 | ▼ 91.7% | 0 | 0 |
| Traralgon | 2 | 0 | — | 0 | 0 |
| Werribee | 2 | 6 | ▼ 66.7% | 2 | 0 |
| Wollert | 2 | 0 | — | 2 | 0 |
| (not set) | 1 | 10 | ▼ 90.0% | 0 | 0 |
Mobile dominates at 78% of sessions. All device types fell proportionally — no device-specific issue to flag.
| Device | Now | YoY | Δ | Conv |
|---|---|---|---|---|
| mobile | 1,657 | 6,241 | ▼ 73.4% | 277 |
| desktop | 450 | 1,066 | ▼ 57.8% | 96 |
| tablet | 9 | 79 | ▼ 88.6% | 0 |
Top 15 page paths by views in the current period, with YoY comparison.
| Page Path | Views (Now) | Views (YoY) | Δ | Sessions |
|---|---|---|---|---|
/ |
1,439 | 7,003 | ▼ 79.5% | 1,224 |
/bridal-gowns-melbourne/ |
1,171 | 0 | — | 1,022 |
/a-line/ |
252 | 0 | — | 235 |
/fit-flare/ |
211 | 0 | — | 192 |
/elan-collection/ |
200 | 0 | — | 172 |
/appointment/ |
197 | 1,675 | ▼ 88.2% | 181 |
/ball-gown/ |
196 | 0 | — | 175 |
/princess/ |
185 | 0 | — | 175 |
/dominiss-collection/ |
169 | 0 | — | 150 |
/graceful-collection/ |
154 | 0 | — | 141 |
/real-brides/ |
135 | 612 | ▼ 77.9% | 122 |
/valentina/ |
97 | 0 | — | 86 |
/sheath/ |
96 | 0 | — | 88 |
/the-ultimate-bridal-beauty-timeline/ |
38 | 58 | ▼ 34.5% | 41 |
/shop/rory/ |
2 | 211 | ▼ 99.1% | 1 |
Events are the ground truth. Orphaned events (present only in YoY) indicate the measurement plan was re-implemented mid-period — see the Tracking Health section for implications.
| Event Name | Count (Now) | Count (YoY) | Status |
|---|---|---|---|
page_view |
6,238 | 31,573 | ▼ 80.2% |
user_engagement |
4,239 | 28,842 | ▼ 85.3% |
session_start |
2,117 | 8,919 | ▼ 76.3% |
first_visit |
1,560 | 6,754 | ▼ 76.9% |
scroll |
1,209 | 5,029 | ▼ 76.0% |
click |
361 | 48 | ▲ 652.1% |
bookappointment_click_121 |
340 | 0 | New |
ads_conversion_About_Us_1 |
0 | 217 | Orphaned |
Ivory Search - Default |
0 | 90 | Orphaned |
ads_conversion_Thanks_1 |
0 | 68 | Orphaned |
Lead From |
0 | 63 | Orphaned |
Phone call |
0 | 52 | Orphaned |
form_start |
43 | 151 | ▼ 71.5% |
Call Now Button |
0 | 42 | Orphaned |
form_submit |
37 | 61 | ▼ 39.3% |
view_search_results |
35 | 75 | ▼ 53.3% |
whatsapp_click_121 |
15 | 0 | New |
Email Click |
0 | 14 | Orphaned |
mail_clicks_121 |
7 | 0 | New |
call_clicks_121 |
6 | 0 | New |
newsletter_subscribe_121 |
5 | 0 | New |
accessWidget |
2 | 0 | New |
The GA4 event taxonomy changed between the two comparison periods. This is important context: some apparent "declines" are really event renames. The headline metrics (sessions, conversions) remain comparable, but channel attribution needs caveats.
| Legacy Event | YoY Count | Replaced By |
|---|---|---|
Call Now Button |
42 | call_clicks_121 |
Email Click |
14 | mail_clicks_121 |
Phone call |
52 | — (not replaced) |
Lead From |
63 | form_submit (partial) |
Ivory Search - Default |
90 | view_search_results |
ads_conversion_About_Us_1 |
217 | bookappointment_click_121 |
ads_conversion_Thanks_1 |
68 | — (not replaced) |
bookappointment_click_121call_clicks_121mail_clicks_121whatsapp_click_121newsletter_subscribe_121accessWidgetFive concrete findings from the 30-day AU-filtered comparison, each with a recommended next action.
Sessions −71%, new users −77%. Cross-network (PMax/Display) is effectively off (−96%). Organic Social is gone (−93%). Organic Search down 79%.
Action: Audit Google Ads account — check PMax budgets, campaign status, and whether conversion import is still functioning (see Finding 5).
Conversion rate jumped from 4.69% to 17.64%. Conversions rose +7.8% despite 71% fewer sessions. Direct-traffic conversions rose from 30 to 182 (+507%).
Action: The fee is doing its filtering job. Don't remove it globally — instead, test removing it only for the audience segments that need re-acquisition (North/West Melbourne proposal).
Paid Social drove 503 sessions but only 19 conversions (3.8%). Paid Search drove 328 sessions with 65 conversions (19.8%).
Action: Audit Meta Pixel + CAPI implementation. If Pixel is under-firing the booking conversion, Meta can't optimise. Validate with a Pixel Helper + Events Manager review.
Last year: Phone call (52) + Call Now Button (42) + Email Click (14) = 108 contact-intent events. Current: call_clicks_121 (6) + mail_clicks_121 (7) = 13.
Action: Either contact events have been broken during tag re-implementation, or the site has fewer phone click-to-call buttons live. Walk through the booking flow and verify every click target fires an event.
Legacy ads_conversion_About_Us_1 and ads_conversion_Thanks_1 events are zero. No new ads_conversion_* events are firing. Google Ads auto-bidding is running blind.
Action: Reconnect GA4 → Google Ads conversion import and confirm current conversion events are flagged for import. This single fix is likely to lift Google Ads performance materially.
GA4 lumps all greater-Melbourne traffic together. To validate the North/West vs South/East booking-fee hypothesis, we need ad-platform postcode data or BridalLive address exports.
Action: Pull Meta Ads Audience Insights by postcode, Google Ads geographic report (user location), and request a BridalLive CSV of the last 12 months of bookings.
Finding 5 first (Google Ads conversion import). Finding 3 second (Meta Pixel audit). Finding 4 third (phone/email click tracking). Once measurement is trustworthy, we can run the North/West free-booking A/B test with real, defensible numbers on both sides.
Overlaying real Timely + BridalLive invoicing data (Mar 2024 → Apr 2026) on the GA4 traffic timeline tells a very different story from the traffic collapse alone. Revenue grew YoY every month through Mar 2026 — Feb 2026 was up +158% YoY once BridalLive is counted. The traffic decline is a forward-looking risk, not a current-state revenue problem.
Combined invoiced (Timely + BridalLive)
Appointments booked
(Timely + BridalLive)
Revenue YoY (last 12mo vs prior 12mo)
Services YoY
Source: Timely Monthly Summary + BridalLive Sales By Month (real exports, 30 Apr 2026) + GA4 daily AU (aggregated)
Pearson, monthly GA4 sessions ↔ Timely invoiced revenue, 14 overlapping months
Services ↔ sessions: r = +0.38 (moderate). This is a meaningful signal — losing traffic will cost revenue in later months, even if current revenue still reflects earlier bookings.
Combined (Timely $850 + BridalLive $81,181) — highest invoiced month in the 26-month history
For reference: Mar 2025 invoiced $80,070 (Timely-only, so +2.4% YoY). Jan 2026 invoiced $74,954 — +156% vs Jan 2025. The business grew right through the Timely→BridalLive cutover.
Appointments (Services) averaged 113/month across 24 months of trading. Sep 2025 (straight after Cliff 1): 124. Nov 2025: 131. The traffic collapse did not translate into an appointment collapse on the measured timeline.
Online bookings on Timely: 0 for 18 months, then jumped from 0 in Aug 2025 → 26 in Sep → 43 → 54 → 26 → 77 in Jan 2026. This is an additional channel introduced in Sep 2025, not a replacement. It overlaps exactly with the paid-campaign pause.
Feb 2026 combined: $63,582 (+158% YoY), 78 appointments (143 in Feb 2025 — only -45%). Mar 2026 combined: $82,031 (+2.4% YoY), 122 appointments (vs 155 in Mar 2025). BridalLive absorbed the migration cleanly.
Feb 2026 BridalLive
25 appointments · 21 items sold
Mar 2026 BridalLive
104 appointments · 100 items sold
Apr 2026 BridalLive (partial)
62 appointments · 74 items sold
Exported 30 Apr 2026 from BridalLive “Sales By Month” and “Appointment Count By Month” reports. Timely → BridalLive cutover began Feb 2026 (parallel running) and completed by Mar 2026. All Feb–Apr 2026 figures in this report use Timely + BridalLive combined so YoY comparisons stay apples-to-apples.
The traffic collapse (Section 02b) is real and worth fixing — but the "the business is failing" framing is not supported by the invoicing data through Mar 2026. Revenue grew YoY through every measured month: Feb 2026 +158%, Mar 2026 +2.4%.
What the collapse does threaten is future revenue: with r = +0.50 between sessions and invoicing, today's ~70 sessions/day floor (down from 244/day a year ago) will show up as a revenue problem in 3–9 months when those (un-acquired) brides should have been booking fittings and paying balances. Early signal: April 2026 partial BridalLive sales of $25,037 (30 days) vs April 2025 Timely of $46,524 — worth watching, but BridalLive's pipeline of deferred payments is still ramping. The A/B test proposal is a forward-looking growth experiment, not a rescue.
Tracking 497 customers from first Timely appointment to their largest purchase (Apr 2023 → Apr 2026). This answers the critical marketing question: how long do we have to convert a consultation into a sale?
Median time to purchase
Buy same day
as first visit
Purchase within
2 visits
Avg visits before purchase
22 customers · Premium buyers decide fast — they need availability, not convincing
360 customers · Core gown segment — 7-day follow-up window is critical
115 customers · Accessories & alterations bought during later fittings
48% purchase on their first visit. The in-store experience handles conversion brilliantly. All marketing investment should focus on getting prospects to book their first appointment.
The 7-day follow-up window is critical — after that, probability of conversion drops sharply. 20% of cancellations cite "already purchased a gown" elsewhere, confirming that speed of follow-up directly impacts revenue.
This aligns with Sections 02b–02c: the traffic collapse is a top-of-funnel acquisition problem. Once a bride visits, the sale is nearly automatic. Restoring traffic = restoring revenue, with a predictable ~2-day conversion lag.
Source: Timely full export (4,371 appointments, 2,728 customer sales records, 655 cancellations). Exported 30 Apr 2026. Sales cycle calculated as days between first recorded appointment and largest invoice.
4,369 services booked · 3,009 unique customers · $1,654,431 invoiced · Apr 2023–Apr 2026
Google Ads + Meta Ads spend (both confirmed via API) overlaid on Timely net revenue. Total ad investment: $103,989 over 32 months generating $1,654,431 in revenue.
Google Ads Spend
(excl. Jul–Aug ’25 hack)
Meta Ads Spend
(May 2024–Apr 2026, 2 accounts)
Effective Ad Investment
(excl. hack)
Revenue : Ad Spend
($1.65M ÷ $99.2K)
Google Ads has been the primary paid channel since Sep 2023, scaling to ~$5K/month through early 2025. Under 121 Group (Mar–Apr 2026): restructured at ~$1,400/month driving 112–126 conversions/month from Search + PMAX campaigns.
⚠️ HACK Jul–Aug 2025: Google Ads account was compromised. The $8,488 spike in Jul 2025 and the subsequent $1,076 in Aug 2025 are anomalous — fraudulent spend from an account hack, not intentional campaign activity. Excluding these months, normal Google Ads spend ran $2–$5K/month.
Meta Ads ran at ~$800/month (Jul 2024–Feb 2026) on the original account for TOFU awareness + lead gen. Under 121 Group (Mar–Apr 2026): ramped to $2,215–$2,533/month on a new account, driving 2,000–2,900 clicks/month with significantly improved reach (325K–337K impressions).
Key pattern: Revenue growth occurred alongside the Google Ads ramp-up (Jan–Mar 2025: $5K/month spend, peak revenue months). Excluding the hack months, effective Google Ads investment was ~$77K over the period.
Combined with the 2-day sales cycle: each paid click resulting in a consultation booking has an expected value of ~$1,500 (48% same-day conversion × $3,200 median spend). At the 121 Group CPC of ~$1.70, this represents ~880:1 ROAS per converting click.
Google Ads spend dropped from $4,693/month (Jan–Jun 2025) to $1,416/month (Mar–Apr 2026) — a 70% reduction. Meanwhile, 121 Group’s restructured campaigns are converting at 4.7× the efficiency of the previous manager. The campaigns work — they’re just starved of budget.
2,307 clicks · 84 conv/mo
839 clicks · 119 conv/mo
Conversions per $1 spent
(0.018 → 0.084)
vs $8.22 previously
(+360% ROAS)
At the previous $5K/month spend level, the business averaged 120 appointments/month. At the current $1.4K/month, appointments are at ~90/month.
Estimated lost appointments from under-spending: ~24/month
At 48% same-day conversion × $3,200 median spend = ~$36,864/month in unrecovered revenue
121 Group’s campaigns are generating $37.82 in revenue per $1 spent. This is exceptionally high ROAS with clear headroom to scale.
If spend were restored to $4–$5K/month at current efficiency rates:
• Projected clicks: ~2,950/month (at current $1.69 CPC)
• Projected conversions: ~420/month (at current 14.2% conv rate)
• Projected revenue impact: $150K–$190K/month (at current $37.82 per $1)
Recommendation: Incrementally scale Google Ads by $500/month over 4 months, measuring appointments and revenue at each step. The current efficiency suggests significant untapped demand at affordable CPCs.
In Feb 2026, Belle et Blanc introduced a $60 non-refundable booking fee for consultations (via BridalLive). This coincided with the Timely→BridalLive migration. The data shows a clear trade-off:
Appointment volume
(116→89 avg/month)
Revenue per appointment
($393→$642)
Total revenue vs pre-fee
($45.8K→$56.9K avg/mo)
| Month | 2025 Appts | 2026 Appts | Δ Volume | 2025 Revenue | 2026 Revenue | Δ Revenue |
|---|---|---|---|---|---|---|
| February | 143 | 78 | -45% | $24,684 | $63,582 | +158% |
| March | 155 | 122 | -21% | $80,070 | $82,031 | +2% |
| April | 118 | 62 | -47% | $46,525 | $25,037 | -46% |
What the fee is doing right: Filtering out "just browsing" appointments — revenue per booking is up 63%, suggesting higher-intent visitors are coming through. Feb–Mar revenue held or grew YoY despite fewer appointments.
What the fee may be costing: April 2026 shows a -47% drop in appointments AND -46% revenue drop YoY. This is the first month where the fee clearly correlates with revenue loss, not just volume filtering. The fee may be deterring qualified buyers — particularly in quieter months when every consultation matters more.
Critical context from sales cycle data: 48% of buyers purchase on their first visit. The fee creates friction at the exact point where the business has its highest conversion power. If the fee stops even 10% of would-be buyers from booking, that's ~9 lost customers/month × $3,200 median spend = ~$28,800/month in lost revenue — vs $5,340/month in collected fees (89 appts × $60).
Recommendation: A/B test removing the fee for one month (or reducing to $30) and measure appointment volume + conversion rate. If the 48% same-day conversion rate holds regardless of fee, the fee is net-negative. Consider replacing with a deposit against purchase (fully redeemable) rather than a non-refundable fee — this captures commitment without creating defection to fee-free competitors.
Source: Timely Monthly Summary + BridalLive Sales By Month + BridalLive Appointments By Month. Feb–Apr 2026 combines both systems (parallel running period).
| Product / Gown | Units Sold | Total Revenue | Avg Price |
|---|---|---|---|
| Verona | 34 | $134,760 | $3,963 |
| Sienna | 14 | $47,430 | $3,388 |
| Sadie | 11 | $37,400 | $3,400 |
| Vereena | 10 | $35,900 | $3,590 |
| Acacia | 8 | $33,950 | $4,244 |
| Royal | 7 | $21,980 | $3,140 |
| Luisa | 6 | $28,200 | $4,700 |
Verona alone accounts for ~8% of total product revenue. 508 unique products/gowns sold across the period.
of all appointments handled by
Amelia Li (4,054 of 4,369)
unique customers served by Amelia
customers served by
Donna Strappazon (next highest)
This is a significant key-person risk and capacity constraint. If Amelia is at capacity on Saturdays (which the data suggests), additional marketing traffic cannot convert into additional appointments. Marketing spend should consider: can the business absorb more bookings, or does staffing need to scale first?
~$480K revenue · Avg $5,700/customer
~$850K revenue · Avg $3,000/customer
~$120K revenue · Accessories, alterations
$0 revenue · 94% have email · Largest untapped segment
Total database: 10,001 customers. 2,728 have made at least one purchase. The 1,932 "consulted only" segment is the #1 campaign opportunity — warm leads who visited but didn’t buy.
Saturday handles 35% of all appointments — nearly 3× any weekday. This is likely at capacity. Marketing could test weekday-specific incentives (e.g. “Thursday VIP: complimentary veil fitting with every gown consultation”) to spread demand.
Online bookings/month
Aug 2025 → Jan 2026
Peak share of all bookings
(Jan 2026)
Total online bookings
(Sep 2025–Mar 2026)
Online bookings launched Sep 2025 and grew rapidly. The channel represents a massive growth lever — every marketing touchpoint should drive to the booking URL. The Feb–Mar 2026 drop correlates with reduced social media activity (see social audit).
Source: Timely full data export, 37 months (Apr 2023–Apr 2026). All customer segments, appointment counts, and product data from Timely executive summary, sales report, and monthly summary CSVs exported 30 Apr 2026.