Linnaeus ยท Performance Marketer

Sales Report

Live sales and funnel review for De Verzetswinkel, combining production order data with the internal analytics event stream as checked on April 8, 2026.

Core read: the title is still selling, but almost all recent paid momentum is paperback. Ebook sales have gone quiet since March 21, 2026, and the tracking layer is materially under-reporting completed purchases compared with the order system.

Confirmed paid orders 286 Across 516 total orders in the live admin system.
Confirmed paid revenue EUR 5,169.96 From production order records, not inferred analytics events.
Paid format mix 232 PB / 54 EB Paperback dominates both volume and recency.
Last confirmed ebook sale 21 Mar 2026 23:14:29 CET, paid and delivered.

Executive Summary

  • Sales are real: the live order system shows 286 confirmed paid orders and EUR 5,169.96 in paid revenue.
  • Sales are format-skewed: 232 paid paperbacks versus 54 paid ebooks. Ebook revenue is EUR 658.84 versus EUR 4,511.12 for paperback.
  • Ebook momentum has stalled: there have been zero paid ebook orders in the last 14 days, and the last confirmed ebook sale was on March 21, 2026.
  • Attribution is incomplete: 190 of 286 paid orders, or about 66%, have no recorded UTM source or campaign in the order data.
  • Tracking is directionally useful but not canonical: analytics shows strong top-of-funnel behavior, but purchase events undercount real paid orders materially.

Recent Activity

  • Last confirmed paid order: April 7, 2026 at 14:15:04 CET and it was a paperback.
  • Last 14 days: 5 paid orders, all paperback, for EUR 105.55.
  • Last 30 days: 30 paid orders for EUR 582.20.
  • Last 30 days format split: 23 paperback and 7 ebook.
  • Open commercial drag: 63 AwaitingPayment and 69 Cancelled orders in the current admin snapshot.

Confirmed Sales Mix

Format Paid Orders Revenue Share of Paid Orders
Paperback 232 EUR 4,511.12 81.1%
Ebook 54 EUR 658.84 18.9%
Total 286 EUR 5,169.96 100%

Attribution Split

Source Paid Orders Revenue
(none) 190 EUR 3,232.12
facebook 89 EUR 1,801.91
google 7 EUR 135.93

This is the clearest structural measurement problem in the current setup: unattributed paid revenue is larger than all paid-social revenue combined.

Top Revenue Campaigns

Campaign Paid Orders Revenue Ebooks Paperbacks
(none) 179 EUR 2,986.24 33 146
Verzetswinkel_sales_campaign_A_Max_Val 35 EUR 688.65 9 26
Verzetswinkel_sales_campaign_B 16 EUR 333.84 2 14
Verzetswinkel_sales_campaign_A_Number_Remarketing 14 EUR 278.66 3 11
Verzetswinkel_sales_campaign_B_Max_Val 11 EUR 241.89 0 11
Verzetswinkel_sales_campaign_A 8 EUR 157.92 2 6
Verzetswinkel_Sales-Performance-Max_1_Remarketing 7 EUR 135.93 2 5

Analytics Funnel Signals

  • Total analytics events stored: 15,572.
  • Top commercial events: 10,160 view_item, 2,760 seller_click, 298 add_to_cart, 207 begin_checkout, 145 purchase.
  • Viewed product interest is strong, but progression compresses sharply after product view.
  • Purchase events are materially lower than the 286 confirmed paid orders in the order system, so analytics cannot be treated as the source of truth for revenue.

Where Clicks Go

Destination Domain Seller Clicks
de-centraal.nl1,684
www.bol.com604
www.bruna.nl182
www.readshop.nl72
www.amazon.nl58
www.boekenwereld.com55
libris.nl49

Key Concerns

  • Ebook drop-off: recent demand is almost entirely physical-book demand.
  • Measurement gap: purchase events undercount paid orders, which makes campaign evaluation fragile.
  • Attribution loss: most paid revenue still lands without UTM detail in the order system.
  • Checkout leakage: 63 current AwaitingPayment orders indicate meaningful leakage between reservation and payment.
  • Marketplace click-out risk: a meaningful share of seller clicks leaves for partner retailers, which may generate sales we cannot see directly.

Recommended Actions

  • Fix revenue measurement first: align order records, purchase events, and UTM persistence so one paid order reliably equals one attributed conversion.
  • Audit the ebook path specifically: landing-page framing, ebook CTA prominence, checkout experience, and whether ebook users are being distracted into paperback or partner routes.
  • Prioritize payment recovery: follow up the 63 AwaitingPayment orders with reminders, urgency, and simpler resume-to-pay links.
  • Review campaigns that generate views but weak confirmed revenue, especially where analytics volume is high but order attribution is sparse.
  • Decide whether partner click-outs are strategic or accidental. If strategic, instrument them more deliberately. If not, make the owned checkout path more dominant.

Source Note

This page uses live production data from the De-Centraal order admin endpoints, order stats endpoint, and analytics event endpoints that back the internal admin views. Sales conclusions are based on confirmed paid orders from the order system. Funnel conclusions are based on analytics events and should be treated as directional until purchase tracking is reconciled with the order backend.