Daily Run Rate · The Brief

Business of the day.

Tuesday, 19 May 2026
Latest source data 18 May 2026
DoD · WoW · MoM compared against equal prior periods

Stoa Paris · Channels

8 channels · 18 days · 2 pending
Analysis
  • WIN. Shopify +14.0% WoW — last 7d ₹31.05 L vs prior ₹27.23 L; May 18 = ₹5.20 L in line with weekday norm.
  • CONCERN. Amazon Ad ROAS stuck at 1.09× last 7d (vs 1.54× prior, 2.79× April). TACoS climbing to 42.4% — campaign-level audit with Abhishek + Dhruven overdue.
  • TREND. Shopify MTD +36.6% MoM vs April same-days. Amazon MTD +28.7% MoM — both channels accelerating.
  • PACING. Live channels MTD ₹1.20 Cr tracking +15.1% vs April same-days (marketplaces pending).
  • WATCH. Marketplace rows (Myntra, Nykaa Fashion, Nykaa.com, Swiggy) not updated for 18 May — flag to Anish in morning sync.
Shopify (.com)
₹5.20 L
Yesterday +25.6% vs same wkday last wk
Last 7 days ₹31.05 L +31.5% vs 6-wk avg
Month to date ₹73.48 L +36.7% MoM
Pacing EOM ₹1.31 Cr +35.9% vs prev mo · 13d left
Pacing EOM ₹1.31 Cr +18.2% vs AOP ₹1.11 Cr · 13d left
Marketing efficiency
MER · blended .com 1.38× on ₹53.42 L spend
BOFU-only Meta 2.91× 7d 3.02× · prior 7d 2.86×
TOFU / Awareness 0.77× on ₹34.00 L spend

BOFU/TOFU split held at May 17 baseline — not re-pulled this morning.

Where MTD revenue came from
Meta 73% ₹53.48 L
Organic 19% ₹25.16 L
Google 8% ₹5.62 L
WhatsApp 0.3% ₹17.3K
Total Impact attribution.
Amazon (Vendor)
₹1.95 L
Yesterday -8.7% vs same wkday last wk
Last 7 days ₹17.08 L +49.9% vs 6-wk avg
Month to date ₹38.60 L +54.5% MoM
Pacing EOM ₹70.33 L +55.3% vs prev mo · 13d left
Pacing EOM ₹70.33 L -45.3% vs AOP ₹1.29 Cr · 13d left
Marketing efficiency
Ad ROAS · MTD 1.43× TACoS 42.4% · spend ₹15.87 L
Last 7 days 1.09× ↓ from 1.54× prior 7d
Paid vs Organic — MTD revenue
Paid · ad-attributed 61% ₹22.72 L
Organic 39% ₹14.75 L
Myntra
₹15.7K
Yesterday -45.8% vs same wkday last wk
Last 7 days ₹2.90 L -3.0% vs 6-wk avg
Month to date ₹6.17 L -40.6% MoM
Pacing EOM ₹11.55 L -19.8% vs prev mo · 13d left
Pacing EOM ₹11.55 L -46.5% vs AOP ₹21.60 L · 13d left
Hector × Myntra in testing — sourced from Daily Report sheet R83. No ad-spend layer.
Nykaa
₹9.1K
Yesterday +24.5% vs same wkday last wk
Last 7 days ₹1.34 L +71.4% vs 6-wk avg
Month to date ₹2.51 L +14.5% MoM
Pacing EOM ₹5.00 L +45.7% vs prev mo · 13d left
Pacing EOM ₹5.00 L — AOP not set
Channel mix — MTD
Nykaa Fashion 59% ₹1.49 L
Nykaa.com 41% ₹1.03 L
Combined card. Hero numbers reflect only sub-channels with live data pipes.
Combined card. Nykaa Fashion + Nykaa.com both sourced from master sheet via per-tab gsheets_read. Hero numbers = sum of both sub-channels.
R&L
₹12.1K
Yesterday -55.5% vs same wkday last wk
Last 7 days ₹91.2K +23.5% vs 6-wk avg
Month to date ₹1.87 L -15.7% MoM
Pacing EOM ₹3.57 L +6.3% vs prev mo · 13d left
Pacing EOM ₹3.57 L — AOP not set
Sourced from master sheet "DAILY [R&L] STOA" tab. Refreshed via gsheets_read on each /drr.
Swiggy InstaMart
—
Yesterday — vs same wkday last wk
Last 7 days ₹19.2K -53.3% vs 6-wk avg
Month to date ₹71.5K -43.3% MoM
Pacing EOM ₹1.07 L -44.8% vs prev mo · 13d left
Pacing EOM ₹1.07 L — AOP not set
PENDING — Q-com T+1 lag plus row not yet updated for 18 May.
Tata Cliq
Tracker pending

Not yet wired into the Daily Report. Confirming channel status with Sonia / Ashu.

Offline (Retail)
Tracker pending

Tracker integration pending — Ruman sourcing.

Small Batch · Channels

4 channels · 18 days · 2 pending
Analysis
  • WIN. Shopify +22.9% WoW — last 7d ₹20.32 L vs prior ₹16.53 L; May 18 = ₹3.11 L the strongest weekday since May 12.
  • CONCERN. Amazon vendor feed pending for 18 May — no organic/total split available; can't reconfirm WoW ROAS movement until row posts.
  • TREND. Shopify MTD +43.3% MoM vs April same-days — still the fastest-accelerating brand on .com.
  • PACING. Live channels MTD ₹44 L on Shopify + ₹8 L held baseline on Amazon/Blinkit; refresh on Anish update.
  • WATCH. Triple Attribution surfacing larger Organic share (28%) than Total Impact did pre-switch — worth a 1-pulse vs 7-pulse comparison once stabilised.
Shopify (.com)
₹3.11 L
Yesterday +30.5% vs same wkday last wk
Last 7 days ₹20.32 L +59.1% vs 6-wk avg
Month to date ₹44.06 L +43.3% MoM
Pacing EOM ₹81.80 L +60.0% vs prev mo · 13d left
Pacing EOM ₹81.80 L +7.0% vs AOP ₹76.44 L · 13d left
Marketing efficiency
MER · blended .com 3.13× on ₹14.09 L spend
BOFU-only Meta 1.80× 7d 2.01× · prior 7d 1.61×
TOFU / Awareness 2.44× on ₹10.48 L spend

BOFU/TOFU split held at May 17 baseline — not re-pulled this morning. Only 12% of SB Meta spend tagged "BOFU" — campaign-naming not standardised.

Where MTD revenue came from
Meta 63% ₹31.71 L
Organic 28% ₹14.15 L
Google 8% ₹3.87 L
WhatsApp 1% ₹66.3K
Total Impact attribution.
Amazon (Vendor)
₹3.3K
Yesterday -88.4% vs same wkday last wk
Last 7 days ₹1.38 L +8.9% vs 6-wk avg
Month to date ₹3.30 L +3.9% MoM
Pacing EOM ₹5.86 L +7.6% vs prev mo · 13d left
Pacing EOM ₹5.86 L +16.1% vs AOP ₹5.05 L · 13d left
Marketing efficiency
Ad ROAS · MTD 1.40× TACoS 4.1% · spend ₹13.4K
Last 7 days 1.34× ↓ from 1.34× prior 7d
May 18 ₹3.3K is partial — Vendor Central T+1 lag; full day posts May 20 morning. Ad-layer ROAS only covers May 13–18 (Hector SB connection backfill incomplete) — prior-7d comparison not meaningful yet.
Blinkit
—
Latest (17 May) — vs same wkday last wk
Last 7 days ₹2.07 L +29.7% vs 6-wk avg
Month to date ₹5.28 L +45.6% MoM
Pacing EOM ₹9.13 L +47.8% vs prev mo · 13d left
Pacing EOM ₹9.13 L +242.0% vs AOP ₹2.67 L · 13d left
PENDING — Blinkit T+1 lag; 18 May row not yet reported. Numbers shown are through 17 May (held at prior baseline).
Offline (Retail + Events)
Tracker pending

May feed showing zeros; April had ₹1.79 L. Diagnosing why the feed stopped.

Bliss Home · Channels

2 channels · 18 days · both live
Analysis
  • WIN. Brand MTD ₹4.02 L — Amazon ₹3.37 L + Myntra ₹65 K. Both channels now sourced from master file (gid=225110294 + gid=566376412).
  • TREND. Last 7d ₹2.47 L vs prior 7d ₹1.26 L — +95% WoW. Amazon doing the heavy lifting (+122% WoW), Myntra steady at ₹4K/day.
  • WATCH. May 18 = ₹3.1 K brand total. Both feeds show partial-day patterns (Vendor Central + Myntra both T+1). Real May 18 figures post by May 20.
  • CONCERN. Apr same-days ≈ nil — both channels went live mid-April. MoM deltas are structural, not performance; meaningful comps available from June.
Amazon (Vendor)
₹2.1K
Yesterday -91.5% vs same wkday last wk
Last 7 days ₹2.16 L +462.2% vs 6-wk avg
Month to date ₹3.37 L +17592.2% MoM
Pacing EOM ₹7.37 L +2184.5% vs prev mo · 13d left
Pacing EOM ₹7.37 L — AOP not set
Master file gid=225110294 ([AMZ] BLISSHOME tab). May 18 ₹2.1K is partial — Vendor Central T+1 lag typical; full day posts May 20 morning. Apr 1–18 ≈ nil; channel went live mid-April.
Myntra
₹999
Yesterday -66.7% vs same wkday last wk
Last 7 days ₹31.0K +121.4% vs 6-wk avg
Month to date ₹64.9K — MoM
Pacing EOM ₹1.22 L +1432.1% vs prev mo · 13d left
Pacing EOM ₹1.22 L — AOP not set
Master file gid=566376412 ([MYNTRA] BLISSHOME tab). May 18 ₹999 is partial. Apr same-days nil; channel went live mid-April.