Weekly Trading Review
Week commencing error Row 0 does not exist in the dataset — the one-hour Monday read. Each chapter in the left-hand nav can move off-trend on its own and earn a weekly intervention.
The read this week · AI-generated — stub; pass-2 would write this from the week's metrics
Fact. Traffic hit a record ~1,800 sessions (+8% WoW) and provider-intent sessions beat target — but sign-ups landed at 6 vs a target of 8, the first miss in five weeks. The gap opened at sign-up completion: 27% of starters finished, down from ~38%. Fewer sign-ups pulled orders to 10 (from 12) and revenue to £540 (−18% WoW).
Cause (hypothesis). Demand is healthy — the leak is in the sign-up flow, not the top of the funnel. Most likely friction in the completion step, or lower intent in the latest paid-search cohort.
Action — INVESTIGATE (lead indicator). Before adding spend, pull the sign-up completion funnel and look for a broken or heavy step. Base momentum stays strong (40 active accounts); churn ticking up to 2.8% is a watch, not yet an action.
This week
Chapters
Open a chapter for its own read, trend and detail:
- Supply — the reseller supply base end to end: acquisition (Outbound · Paid · Activation) into lifecycle (New · Engagement · Churn) · ⚠️ paid activation collapsing, base hollowing as it grows
- Customer — the demand side: how we win customers (Organic/SEO · Paid) and what they build (Requirements — build pipeline · composition) · ⚠️ builds leaking, only half of starts submit
- Market — how demand behaves once it's on the marketplace: Clearing · Profitability (incl. revenue, AOV, churn) · Awards · ⚠️ return ratio 0.41×, supply outgrowing demand
Demo data — pass-1 metrics on weekly_trading_reports are still zero, so this runs on a synthetic dataset shaped like the real snapshot. Also: Month-End · Quarterly (dense v1 layout, pending the month-end conversation).