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Monthly performance report — 8 August to 8 September 2026
August
twenty twenty-six
Six numbers. One direction.
This report covers 8 August to 8 September — the Defiant Sale, the site's end-of-season campaign. Website figures are set against the same dates last year; paid social against the period before. A sale month is the hardest time of year to stand out, with every brand discounting at once, and against that backdrop the numbers below are a strong start with the right signals: revenue and customers well up on last year, a much larger new audience, and attention bought at a fraction of the earlier cost. This is a new format built for the VoD team, pulling together the information that matters most.
8 Aug – 8 Sep, Google Analytics
8 items bought · 5 were first-time customers
153 returning visitors · 3,123 page views
Meta, 1–31 Aug (sum of campaign reach)
Cheaper attention as the account learns
Meta, 1–31 Aug
Revenue up 660% on last August.
8 August to 8 September, this year against last. More people, more of them new, and far more of them buying.
Year on year — 8 Aug to 8 Sep
Google Analytics, same dates in 2025 alongside
Revenue is up more than seven-fold on a visitor base that has a little more than doubled — the people arriving are far more likely to buy than last August's.
The shopping journey in August
People at each step, all devices · Google Analytics purchase journey, 8 Aug – 8 Sep
The drop between “viewed a product” and “added to basket” is the one to work on: it is typical for cold sale traffic and is where retargeting and the Inner Circle sign-up come in. (The funnel counts people who completed every step in one closed journey, so it shows fewer purchases than the six customers who bought.)
Rumble Jungle owned the month.
Eight items sold between 8 August and 8 September. The Rumble Jungle jacket in Salmon/Black was the only product to sell more than once, its page was the most-visited product page on the site, and it was the one carousel that made a sale — which is why it anchors September's plan.
- Sold2 of 8 items
- Product page views106 — only product page in the top ten
- Carousel ad1 sale from £10 spend
- Second colourway (Salmon/Sand)1 sold
| Product | Sold | Share of items | Note |
|---|---|---|---|
| Rumble Jungle — Salmon/Black Top seller | 2 | 25% | Only product to sell twice · most-visited product page (106 views) |
| Rumble Jungle — Salmon/Sand | 1 | 12.5% | Second colourway of the same jacket |
| White Lines Cherry — Black [Pink] | 1 | 12.5% | Featured in the Cherry Tee carousel |
| White Lines Cherry — White | 1 | 12.5% | |
| White Lines Miami Vice — White | 1 | 12.5% | |
| White Lines [Jersey] — Black | 1 | 12.5% | |
| White Lines [Y25VOD] — Black | 1 | 12.5% |
Items purchased, 8 Aug – 8 Sep 2026 · Google Analytics. Three of the eight items were bought with the VOD10 code. Last year the same dates produced £160 from two customers.
3% click-through. Double the fashion benchmark.
Ads are judged on what they were built to do. The traffic ads are measured on how cheaply they bring people to the site; the sales carousels on purchases. One clear winner, one clear lesson.
| Ad | Job | People reached | Site visits | Cost per visit | Spend | Verdict |
|---|---|---|---|---|---|---|
| Sounds of Summer static | Bring people to the site | 66,569 | 2,562 | £0.13 | £331 | Hero ad Above-average engagement; 70% of all visits |
| Defiance Sale — Dark static | Bring people to the site | 25,398 | 777 | £0.12 | £97 | Keep Slightly cheaper visits than the hero |
| Mavericks video | Bring people to the site | 6,134 | 119 | £0.11 | £13 | Scale Cheapest visit of the two videos — give it budget |
| Glitch Reel video | Bring people to the site | 2,773 | 87 | £0.08 | £7 | Scale Cheapest visits of all; barely spent yet |
| Summer Reel video | Bring people to the site | 323 | 5 | £0.08 | £0.42 | Too early Promising rate, tiny sample |
| Jungle Rumble carousel | Drive purchases | 604 | — | 1 sale · £10 | £10 | Keep First carousel to convert |
| Cherry Tee carousel | Drive purchases | 3,233 | — | 0 sales | £84 | Paused Below-average engagement; switched off 28 Aug |
| Brand Awareness / Defiant Sale July phase | Drive purchases | 1,357 | — | 1 sale · £20 | £59 | Ended 14 Aug Learning phase creative |
What the numbers say
Meta Ads Manager, 1–31 August
- Cost per visit — statics vs video, blended£0.13 vs £0.10
- Click-through rate, traffic campaign3.06%
- Click-through rate, July campaign1.23%
- Post reactions, saves, shares, comments (60 days)340 · 42 · 6 · 6
- Full video views (60 days)298
A 3% click-through rate is strong for fashion on Meta (1–2% is typical). The creative is earning the click; the site now has to earn the sale.
July → August, paid social
Month on month, Meta Ads Manager
Three times the impressions, five times the reach and nearly six times the clicks for half as much again in budget. Meta-tracked purchases held at 2 vs 3 while the campaign objective shifted to traffic.
1,377 visitors. Four in five on a phone.
1,377 people visited between 8 August and 8 September and looked at 3,123 pages. Four in five were on a phone, and the audience is overwhelmingly UK-based with London the biggest single city.
Device
Share of people arriving on site
Every checkout and the completed purchase in the closed funnel were on mobile. Mobile-first creative and a fast mobile checkout matter more than anything else here.
Where they are
Active users by country and city
- United Kingdom1,100
- United States130
- Sweden · India · Ireland16 · 12 · 9
- London193
- Birmingham · Manchester28 · 28
- Edinburgh · Glasgow · Plymouth22 · 20 · 20
Most-visited pages
Page views, 8 Aug – 8 Sep
- Sounds of the Summer collection812
- Shop All333
- Homepage326
- Sale125
- T-Shirts114
- Rumble Jungle — Salmon/Black (product page)106
The Sounds of the Summer page — the destination for the main ad — took 26% of all page views, and Rumble Jungle was the only product page in the top ten.
Who they are
Google's estimate for the ~250 visitors it can profile · 8 Aug – 8 Sep
Six in ten are men, four in ten are women — a broader mix than a menswear range alone would suggest, and a case for keeping women-friendly styles in the ads.
Age
Profiled visitors by age band
Both of August's ad-tracked buyers were 35–54, and the over-45s outnumber the under-35s. The 18–24 crowd streetwear usually chases is the smallest group here — worth a deliberate test in September rather than an assumption.
Interests
Profiled visitors by Google interest group
- Sports & fitness106
- News & politics95 · 71
- Shoppers / shopping enthusiasts72
- Travel65
- Lifestyles & hobbies46
- Media & entertainment43
Sport, fitness and travel lead — an active, outdoorsy audience that fits outerwear like Rumble Jungle better than it fits basics.
August is a sale month. We used it to build an audience.
And all of that in a sale month. August is the hardest month of the year to sell full-price fashion online — worth remembering when reading the numbers above.
August is a transitional month — summer stock is on sale everywhere, autumn hasn't landed, and every retailer and brand is shouting “sale” at the same customer. Our job in August was to be seen by as many of the right people as possible, cheaply, so that September's new-season drop lands with a warm audience.
23 pieces of work. Two-day turnaround.
Everything the Essential team shipped for Voice of Defiance between 8 August and 8 September, pulled straight from our project system: 18 deliverables and five weekly reports, across paid social, email, the site, design and strategy.
3 more in progress
7 turned round inside 48 hours · 4 the same day
Busiest days: 10 and 28 August, three each
When it shipped
8 August – 8 September · black days are days with a delivery, the number is how many
Paid social
- Meta traffic campaign built and launched13 Aug
- Motion graphics for paid social (4 assets)13 Aug
- Meta ad account payment set up and verified17 Aug
- Shopping campaign with retargeting28 Aug
- Inner Circle lead-form ad creative (2 versions)2 Sep
- Lead-in campaign for email sign-ups3 Sep
Email & site
- Email — End of Season Sale14 Aug
- Email — Final Reductions21 Aug
- Email — End of Season28 Aug
- Hero banner × The Crooks2 Sep
- Email — The Crooks campaign3 Sep
- Email — Final Reductions, last call4 Sep
- Email — The Jacket Editdue 11 Sep
- Email marketing plan & three-month strategyin progress
Design, strategy & reporting
- End of Season Sale social assets10 Aug
- Paid social / TikTok / Pinterest deck10 Aug
- TikTok & Pinterest proposal12 Aug
- TikTok content bank & guide19 Aug
- TikTok proposal deck (design)20 Aug
- Sale logo in red for ad creative28 Aug
- Weekly performance reports (×5)10 Aug – 7 Sep
- Add Clarity (behaviour analytics) to websiteopen
Three people on the account this month — Ainoa, Jake and Jamie — with Rich across all of it. Invoicing and internal admin are not listed. Turnaround is measured from the moment a brief lands in the system to the moment it is marked delivered.
Build on what worked.
You asked us for a September plan — here it is. August told us which creative earns attention and which products people actually buy, so the same £1,000 goes behind those learnings with new-season product in front of the audience we've already found. What the data says, and what we'd do with it.
Six things August proved
Every point below is taken from this report — no assumptions
The creative plan
Same £1,000 · new-season product · built on the six points above
Where the £1,000 goes
Split follows the results, not the habit
At August's costs, £650 on reach buys roughly 150,000 people seen and 5,000 visits. We'll say what that turns into in sales when we've seen it — six orders is not enough data to promise from, and we'd rather show you than tell you.
What we'll be watching
- Cost per visit against August's average£0.13
- Click-through against August's3.06%
- Jacket carousel — sales and revenuereported
- Inner Circle sign-upsreported
Indicative rollout — 8 September to 8 October
Dates move with the product drops · everything except the Crooks and Jacket Edit assets already exists
hero static
live
carousel
Circle
hero
×Prepared by Essential Group for Voice of Defiance. Monthly performance report, issue 01 · 8 August – 8 September 2026 · Issued 8 September 2026.
Private and confidential — prepared for the Voice of Defiance team and not for onward distribution. Figures are drawn from Google Analytics, Meta Ads Manager and Essential's project records; every comparison states its own date window. Questions to your Essential account team.