Sample Revenue Leak Audit

Returns and traffic were making growth look healthier than it was.

This sample analysis reviews an ecommerce dataset and identifies two priority leaks: an abnormal product return issue and a weak marketing channel that converted at roughly half the rate of search traffic.

View Findings Get a Free Gap Summary

Sample/demo analysis. Not a Tawon Group client case study.

Executive Summary

The analysis found two gaps worth investigating first.

The goal was not to create a complicated dashboard. The goal was to show where money was likely leaking and what the founder should check first.

01
Product Leak

Product return issue

6.04%
Return rate on Product 3

Product 3 had the worst return rate in the set and was around 5x higher than the best performer at 1.28%. Direct refund cost shown in the sample was $13,842.

02
Channel Leak

Social channel waste

3.21%
Social conversion rate

Social converted at 3.21%, while Google and Bing search converted at 6.75% and 7.19%. The sample estimated a 425-order gap worth $21,246.

The strongest proof is the judgement.

Product 1 had the higher total refund cost, but Product 3 was the better first fix because its return rate was more abnormal and easier to investigate.

1
Biggest number is not always first priority.
High total refund cost can be caused by high sales volume, not necessarily a broken product.
2
Outliers are easier to investigate.
A product with an abnormal return rate may point to a sizing, description, quality, or expectation gap.
3
Fix one clear leak, then expand.
Use the first fix as a learning loop before applying changes across higher-volume products.
Product Return Analysis

One product showed a clear return-rate outlier.

Leak 01

A product-level return review makes the issue visible. Product 3 had lower volume than Product 1, but its return rate was the strongest signal that something was wrong.

Product Units Sold Returned Return Rate Refund Cost Read
Product 3 4,985 301 6.04% $13,842 Worst rate; investigate first.
Product 1 24,226 1,237 5.11% $56,877 High cost, but high volume.
Product 2 5,796 129 2.23% $5,931 Closer to healthy range.
Product 4 5,018 64 1.28% $2,942 Best performer benchmark.
Marketing Efficiency Analysis

Search traffic converted around twice as well as social.

Leak 02

Channel performance showed a clear gap. The recommendation was not “spend more”; it was to stop treating all channels as equal and test budget reallocation toward the better-converting source.

Traffic Source Sessions Orders Conversion Performance Read
Bing Search 62,823 4,519 7.19% Best observed conversion.
Google Search 316,035 21,333 6.75% Strong core channel.
Social Media 10,685 343 3.21% Weak relative conversion; test reallocation.
Prioritized Next Steps

What this type of analysis gives the founder.

The report does not just show charts. It converts the data into a short action sequence.

1
Investigate the abnormal return product.Audit product page, size/fit expectations, customer complaints, fulfilment notes, and quality control for Product 3.
2
Test budget shift from weak channel to stronger search.Do not blindly scale spend. Reallocate carefully and watch CPA, AOV, margin, and refunds together.
3
Build a simple leak tracker.Track return rate, refund cost, channel conversion, CAC, and contribution margin in one view so the same leak does not hide again.
Free Gap Summary

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