Split (Oct): Main shop 6,947 / Specials pages 4,290 · MTD: 1,250 / 1,390
Storefront = main shop (mswnutrition.com) + specials pages. The specials pages do not link over to the main shop.
Storefront traffic fell 12,369 → 11,237 (−1,132, about −9%) — organic Facebook is the biggest piece
Storefront = main shop + specials pages. Main shop 8,625 → 6,947 (−1,678); specials pages 3,744 → 4,290 (+546).
- Organic / in-post Facebook dropped 1,925 → 1,017 (−908) — more than Direct (−460) and Google / search (−213) combined.
- Ads are part of the same storefront total: clicking a Liver Boost or MTHFR ad opens that specials page, and each landing is a real storefront visit.
- September: 1,739 ad clicks (1,502 Facebook + 188 Instagram + 49 Audience Network, matching the Liver Boost ~875 and MTHFR ~864 campaigns) and 1,406 landed on a specials page. October: 1,823 clicks, 1,089 landings. Landings run a bit lower than clicks — that’s normal (a click is the tap; a landing is the page loading).
- “Ads that arrived at the main shop” (6 → 334) is only people who showed up at mswnutrition.com with an ad tag. Almost nobody does, because the ads open the specials page — it is not how many visits the ads got.
- Email and SMS are not the cause: Klaviyo campaigns rose 541 → 615, and SMS clicks rose 2,737 → 6,687.
| Row | Sep | Oct | Change |
|---|---|---|---|
| Total traffic (main shop + specials pages) | 12,369 | 11,237 | -1,132 |
| Main shop | 8,625 | 6,947 | -1,678 |
| Specials pages | 3,744 | 4,290 | +546 |
| Facebook — organic / in-post | 1,925 | 1,017 | -908 |
| Ads that arrived at the main shop | 6 | 334 | +328 |
| Ad clicks (Facebook + Instagram + Audience Network) | 1,739 | 1,823 | +84 |
| Ad visitors who landed on a specials page | 1,406 | 1,089 | -317 |
| SMS clicks (Blaze) | 2,737 | 6,687 | +3,950 |
| Direct (includes untagged SMS) | 4,314 | 3,854 | -460 |
| Google / search | 1,433 | 1,220 | -213 |
| Klaviyo – Campaigns | 541 | 615 | +74 |
| Link in bios – Beacons | 639 | 511 | -128 |
| Link in bios – Nurse Doza Stan Store | 57 | 54 | -3 |
Total traffic by month
Main shop (bot removed) + specials pages. May = May 9–31.
Dashed segment / hollow point = November on-pace projection (MTD ÷ days × 30), not a later period.
Show split underneath (main shop / specials pages)
Dashed segment / hollow point = November on-pace projection (MTD ÷ days × 30), not a later period.
Direct vs SMS — both sites together, whole period
Direct May 9–Nov 9; SMS uses full May and Nov 1–10, so windows differ slightly. Monthly split comes when monthly specials-page Direct arrives.
| Main-shop Direct | 26,162 |
| Specials-page Direct | 12,739 |
| Combined Direct (both sites) | 38,901 |
| − SMS clicks (Blaze) | 27,823 |
| Leftover Direct | 11,078 |
SMS is a large share of combined Direct — about 72%. SMS rose Sep → Oct (2,737 → 6,687), so it is not what pulled storefront traffic down.
On pace vs October — every channel
On pace = MTD ÷ days × 30 (÷9; Meta ads ÷8; SMS ÷10). Projection only; never added to totals.
| Source | Channel / metric | Previous month (Oct) | Month-to-date | On pace (proj.) | Pace vs Oct |
|---|---|---|---|---|---|
| Total | Total traffic (main shop + specials pages) | 11,237 | 2,640 (9d) | 8,800 | -22% |
| Split | Main shop (bot removed) | 6,947 | 1,250 (9d) | 4,167 | -40% |
| Split | Specials pages | 4,290 | 1,390 (9d) | 4,633 | +8% |
| SMS | SMS clicks (Blaze "Messages Clicked") | 6,687 | 1,983 (10d) | 5,949 | -11% |
| Main shop | Direct (includes untagged SMS) | 3,854 | 756 (9d) | 2,520 | -35% |
| Main shop | 1,352 | 128 (9d) | 427 | -68% | |
| Main shop | Google / search | 1,220 | 206 (9d) | 687 | -44% |
| Main shop | Link in bios – Beacons visits to main shop (Nurse Doza + MSW, unsplit) | 511 | 63 (9d) | 210 | -59% |
| Main shop | Link in bios – Nurse Doza Stan Store visits to main shop | 54 | 91 (9d) | 303 | +461% |
| Main shop | Klaviyo – Campaigns | 615 | 81 (9d) | 270 | -56% |
| Main shop | Klaviyo – Flows | 64 | 23 (9d) | 77 | +20% |
| Main shop | TikTok (not via Stan Store / in-app) | 7 | 0 (9d) | 0 | -100% |
| Main shop | Beehiiv – School of Doza | 67 | 14 (9d) | 47 | -30% |
| Main shop | Nurse Doza website | 8 | 1 (9d) | 3 | -63% |
| Main shop | 39 | 6 (9d) | 20 | -49% | |
| Main shop | YouTube | 47 | 15 (9d) | 50 | +6% |
| Main shop | Beehiiv – Clinic newsletter | 1 | 0 (9d) | 0 | -100% |
| Main shop | Podcast (Podbean) | 2 | 0 (9d) | 0 | -100% |
| Main shop | SMS tagged at main shop (utm_source=sms; from Nov 10) | 0 | 0 (9d) | 0 | — |
| Main shop | Facebook — organic / in-post | 1,017 | 107 (9d) | 357 | -65% |
| Main shop | Facebook — ads that arrived at the main shop (ad-tagged) | 334 | 27 (9d) | 90 | -73% |
| Meta ads | Facebook ad clicks | 1,147 | 350 (8d) | 1,313 | +14% |
| Meta ads | Instagram ad clicks | 199 | 55 (8d) | 206 | +4% |
| Meta ads | Audience Network ad clicks | 477 | 266 (8d) | 998 | +109% |
| Meta ads | Facebook ad visitors who landed on a specials page | 919 | 270 (8d) | 1,013 | +10% |
| Meta ads | Instagram ad visitors who landed on a specials page | 170 | 39 (8d) | 146 | -14% |
| Link in bios | Nurse Doza Beacons – page views | 1,738 | 258 (9d) | 860 | -51% |
| Link in bios | Nurse Doza Beacons – total link clicks | 1,332 | 192 (9d) | 640 | -52% |
| Link in bios | Nurse Doza Beacons – clicks to MSW links | 549 | 62 (9d) | 207 | -62% |
| Link in bios | MSW Beacons – page views | 103 | 37 (9d) | 123 | +19% |
| Link in bios | MSW Beacons – total clicks | 79 | 11 (9d) | 37 | -53% |
| Klaviyo email clicks | Klaviyo unique clicks – Campaigns | 254 | 123 (9d) | 410 | +61% |
| Klaviyo email clicks | Klaviyo unique clicks – Flows | 59 | 30 (9d) | 100 | +69% |
SMS is a large share of Direct (both sites)
May–Nov: 27,823 SMS clicks vs combined Direct 38,901 (main shop 26,162 + specials pages 12,739) → about 11,100 leftover Direct. SMS rose Sep→Oct 2,737 → 6,687, so it did not pull storefront traffic down. Tagged main-shop SMS (utm_source=sms, utm_medium=blaze) starts showing from Nov 10.
July excludes 501 bot visits
trafficheap.cc visits removed from the main shop (raw July 7,762 → 7,261). They were under referrer unknown, not inside any channel line.
Facebook: bio vs in-post vs ads
About 82% of main-shop Facebook visits since May had no ad tag (organic / in-post). Bio clicks belong on Link in bios. Facebook ads open the specials pages, so ad visits show up there. We can’t say which organic post drove a visit unless links were tagged.