SKOUT'S HONOR Β· OMNICHANNEL PULSE
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Retail Sell-Through (4w)
β
Petco + PetSmart + PSP
Amazon Sell-Through (4w)
β
amazon.com
DTC Revenue (4w)
β
Shopify Β· context
Paid Spend (4w)
β
Meta + Google + Amazon
Crown Jewels in Motion
β
Q1 hero set Β· growing or holding 4w vs prior 4w
Today's Top Signals (across all tabs)
Crown Jewels β Hero SKUs
β freeze
Top SKUs that account for ~70% of combined unit volume across retail (Petco/PetSmart/PSP) + Amazon DTC. Quarterly frozen anchor for sales pitches; live recompute tracks drift toward the next freeze.
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Rank reflects frozen quarterly freeze. Click any SKU to open Product Pulse. Sales: missing heroes at an account = documented demand signal, not a pitch.
Share Movers β winners + losers gaining or losing revenue share
Per-SKU revenue share trailing 4w vs prior 4w. pp = percentage points (e.g. a SKU going from 4% of revenue to 5% = +1pp). Surfaces momentum shifts within the portfolio independent of overall growth.
Pet Specialty Cascade β long tail vs big-3
If big-3 retail lifts, distributor + specialty wholesale should follow within 1-3 weeks. Tracking the cascade.
Avg Turn Rate
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across active SKUs
SKUs Above Target
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meeting expected turns
SKUs Below Target
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need attention
Active SKUs
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across selected filters
Weekly Turn Rate Trends
All retailers Β· All categoriesYoY
Category Breakdown
Sell-In vs Sell-Through
Wholesale shipments (Acumatica) vs retail POS (sell-through)
Demand Heatmap
Top 15 Zips
Bottom 15 Zips
Key Insights
SKU Performance Detail
No SKUs match your filters
Try adjusting retailer, category, or SKU selections.
Top 10 SKUs by Avg Turn Rate
Retailer Comparison
Store Count by Account
Weekly active doors - top 3 retailers - summed across selected SKUs
Doors vs Ecomm Demand
Gross ecomm totals - not SKU-filtered
Launch Tracker β SKUs in their first 12 weeks
Last 52 weeks Β· independent of date filter. Per SKU x retailer: weeks live, ramp status, units first half vs second half. Catches new launches before they stall and surfaces winners worth fueling.
Cannibalization Watch β did new launches steal from siblings?
Last 52 weeks Β· independent of date filter. For each launched SKU, compares same-category siblings' units pre-launch vs post-launch. High cannibal ratio (>0.5) = most "new" demand was stolen, not incremental.
SKU Lifecycle β where every SKU is in its arc
Last 52 weeks Β· independent of date filter. Portfolio mapped to lifecycle stage: Launch β Ramping β Mature β Declining β End-of-Life. Drives portfolio-level decisions: when to reformulate, retire, or invest.
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MMM β halo-first view
Are paid channels moving sell-through at retail and Amazon? Online revenue is context, not the scorecard.
Total Paid Spend
β
across Meta + Google + Amazon
Retail Sell-Through
β
Petco + PetSmart + PSP
Amazon Sell-Through
β
amazon.com revenue
DTC Revenue
β
Shopify β context
Blended Efficiency
β
$1 spend β $X sell-through
Weekly Paid Spend vs Sell-Through
Stacked ad spend (bars) overlaid with retail + Amazon revenue (lines). Visual halo check.
Halo Dashboard β does spend move sell-through?
Pearson correlation between weekly paid spend and weekly units, per category. Phase 1 is correlation, not causation.
Add Fuel
Cut / Adjust
Brand Voice β what's the world saying about us?
Mention volume, sentiment, share of voice vs competitors from Meltwater social listening. Earned-media lift sits alongside paid halo.
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Share of voice over time
Skout's Honor sentiment trend
Competitor scorecard β current week
How to read this. SOV is share of mentions across the tracked basket β relative within the basket, not absolute category share. Sentiment is Meltwater's classifier (positive / negative / neutral); treat the net score as directional. With 20 weeks of history right now, week-over-week competitor deltas are noisy β patterns that hold for 3+ weeks are the ones worth acting on. PR lift correlation (does a mention spike precede retail sell-through acceleration?) is a planned V2 follow-up.
HubSpot Campaigns β owned-channel attribution
Attribution:
Channel Attribution β GA4 Last-Click
Sessions, transactions, revenue, paid spend match, and implied ROAS per GA4 default channel. This is what Skout's website + DTC actually saw β different from pixel-reported numbers.
Total row: sums every channel above (nothing hidden β table renders all channels with sessions > 0). Paid Spend covers Meta + Google only; Amazon Ads spend is excluded because that traffic goes to amazon.com and never appears as a GA4 session here. For overall business ROAS that includes Amazon retail revenue, use the KPI cards at the top of the tab.
Last-click attribution is what GA4 reports natively. Multi-touch (time-decay, data-driven) needs per-user path data not currently in
Last-click attribution is what GA4 reports natively. Multi-touch (time-decay, data-driven) needs per-user path data not currently in
FACT_GA4_SESSION_PERFORMANCE; HubSpot's TIME_DECAY model is accessible per-campaign via the live HubSpot connection (next-session work).
Bounce rate > 70% on a paid channel = creative or landing-page mismatch; a flag worth chasing.
Regression Models β units lifted per dollar spent
How is this calculated?
What this is. Per-category ordinary least squares (OLS) regression. For each category, every week's retail + Amazon units are modeled as:
units = Ξ²β + Ξ²βΒ·Meta$ + Ξ²βΒ·Google$ + Ξ²βΒ·AmazonAds$ + Ξ²βΒ·week_index + Ξ΅
Each coefficient (Ξ²) is the predicted incremental units per $1 of spend on that platform, holding the others constant. The week_index variable absorbs linear seasonality and trend so spend doesn't get credit for time-of-year drift.
RΒ² (rightmost column). The share of weekly unit variance the model explains. 0% = no better than predicting the category average; 100% = perfect fit. With multiple predictors, RΒ² is the multivariate equivalent of correlationΒ² β one number for "how much of what we see does the model account for." Don't read RΒ² in isolation: at this sample size the linear time trend can drive RΒ² up even when no spend coefficient is significant.
Coefficient asterisk (*). The 95% confidence interval excludes zero β the effect is statistically distinguishable from "no effect" given current data. Coefficients without an asterisk should be read as "we can't tell yet." 95% CI uses Β±2 standard errors (computed from ΟΒ²Β·diag((Xα΅X)β»ΒΉ)).
Limits. ~17-19 weekly observations is thin for 4-variable inference. Promo weeks aren't isolated yet (REF_PROMOTIONS table pending), so promo lift currently gets attributed to whichever platform was spending that week. Treat results as directional only. The data-quality badge stays yellow until β₯30 weeks of data AND promo controls are wired in.
Meta Funnel
Stage-by-stage conversion. Drop-offs flag where the funnel is bleeding.
Meta Creative Leaderboard
Campaign Performance
How is the Halo score calculated?
What it is. Pearson correlation (-1 to +1) between this campaign's weekly spend and its category's total weekly retail + Amazon sell-through units. Green = the campaign's spend weeks line up with the category's sell-through weeks. Red = inverse pattern.
Bands.
- β₯ 0.5 strong positive β high directional confidence
- 0.2 to 0.5 weak positive
- Β±0.2 flat β no readable signal
- -0.5 to -0.2 weak negative
- β€ -0.5 strong negative
- β Multi-category, Unknown, or fewer than 4 paired weeks
Important read. Halo is correlation, not causation. Five Wellness campaigns running in correlated weeks will all correlate with Wellness sales β Halo doesn't disentangle which one moved the needle. The Regression Models card above attempts that attribution per platform.
Negative halo β bad campaign. It usually means the campaign happened to run during slow weeks (e.g., a clearance push during a category dip), so spend went up while sales were already falling. Investigate before cutting.
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Amazon Revenue
β
β
Total Product Units
β
incl. multi-pack qty
Avg Weekly Revenue
β
per week
Ad ROAS
β
on ad spend
Weekly Revenue vs Ad Spend
All categories
Category Mix
ROAS by SKU / Week Ad Revenue Γ· Ad Spend
Top 10 SKUs by Revenue
Amazon SKU Detail
No SKUs match filters
Shopify Revenue
β
β
Daily Avg Revenue
β
per day
Avg Weekly Revenue
β
per week
MoM Growth
β
month-over-month
Weekly Revenue Trend
Day-of-Week Performance avg revenue by weekday
Category Revenue Mix
Shopify SKU Detail
No SKUs match filters
Amazon Revenue
β
β% of total ecomm
Shopify Revenue
β
β% of total ecomm
Total Ecomm Revenue
β
combined, in selected range
Shopify Growth Trend
β
weekly velocity
Weekly Revenue: Amazon vs Shopify
indexed to week 1 = 100
Channel Share Over Time
Category Revenue: Amazon vs Shopify
Product Review Ratings by Channel as of Apr 2026
π Online β Retail Leading Indicator
Does ecomm velocity predict retail turns? Select a SKU to overlay Amazon weekly units against retail turn rate. Use the lag slider to shift the ecomm signal forward in time.
π
Ecomm Units (Amazon, lagged) vs Retail Turn Rate
Select a SKU to compare
SKU Correlation Ranking
Pearson r: ecomm units vs retail turns (all overlapping weeks)
Velocity Acceleration week-over-week change in ecomm units β early momentum signal
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SKU Velocity Quadrant
Avg Turn Rate vs L4W Growth β bubble = revenue proxy. Drag to zoom.
π’ Heroes β high turns + growing
π‘ Mature β high turns + declining
π΅ Breakouts β low turns + growing
π΄ At Risk β low turns + declining
Distribution vs Velocity Map
Store count vs UPSPW β bubble = revenue proxy. Reveals SKUs needing distribution vs marketing.
CORE
High dist Β· High turns Β· Protect & invest
EXPAND
Low dist Β· High turns Β· Push for placements
WEAK
High dist Β· Low turns Β· Recover or cut
Action Items
Ranked tables for Trade Marketing & Sales. Sortable by projected $/wk impact. Click any SKU for the per-SKU drill-down.
Distribution Pitches
SKUs in the Expand zone with the largest projected weekly $ unlocked if they reached median doors at this retailer.
Recovery Watchlist
Currently-distributed SKUs with L4W velocity dropping >15% vs trailing average. Sorted by $/wk at stake.
Fading Core
Core-zone SKUs whose L4W velocity is dipping below trailing average. Early warning before they slide into Weak.
Retailer Γ Category Velocity Heatmap
Avg UPSPW by retailer and category. Green = strong, red = weak.
SKU-Level Detail
SKU Contribution Curve (80/20)
Cumulative % of total revenue β shows SKU concentration risk.
Pareto Trending β Share Movers
Recent half vs prior half of the loaded window. pp = percentage points of unit share (e.g. 4% β 5% = +1pp).
Category Share of Velocity Over Time
% of total weekly turns by category β reveals momentum shifts.
Door Gap Analysis β 2025 vs 2026
Distribution change by SKU. Green = gaining doors, red = losing doors.
Amazon ROAS Efficiency
Weekly ROAS by SKU β ad spend efficiency over time.
Review Score vs Velocity
Category avg star rating vs avg turn rate β low-rated + high-dist = churn risk.
Skout's Honor Analytics Suite
Advanced Velocity & Signal Modules
2026 YTD Β· Real data from Petco, PetSmart, Pet Supplies Plus & Amazon Β· Updated through Mar 2026
44 SKUs
7 Modules
SKUs Tracked
44
3 Retailers + Amazon
Avg Portfolio UPSPW
0.42
β β5.2% vs Dec baseline
Weeks of Data
11
Dec 28 β Mar 7, 2026
Amazon Trend
+20%
β Units indexed vs week 1
Module 01
SKU Velocity Quadrant
β
Hero SKUs
⬀ Mature
β Breakout
βΌ Underperformers
SKU Prioritization Framework
Bubble size = total units sold. Hero SKUs (high turn + growing) should receive increased media allocation. Breakout candidates in lower-left need distribution expansion to reach velocity potential.
Module 02
Distribution vs Velocity Map
Petco
PetSmart
Pet Supplies Plus
Distribution Strategy Zones
Top-left (high velocity, low doors) = prime distribution expansion candidates. Bottom-right (wide distribution, low turns) = investigate content & placement. Bubble size = estimated revenue.
Module 03
Media × Demand Timeline
MMM Overlay: Spend → Velocity
Amazon ad spend (bars, right axis) overlaid against demand signals indexed to Week 1. Spend ramped +31% from Jan to late Feb — watch for corresponding velocity lift with 1–3 week lag. Retail turns lag Amazon recovery, consistent with the lag model in Module 07.
Module 04
Ad Spend vs Velocity Bridge
% of Ad Spend
% of Amazon Units
Spend Misalignment: Grooming Under-Invested, Oral Care Over-Indexed
Grooming drives 55.8% of Amazon units but receives only 21.6% of paid media spend (+34pp gap). Oral Care consumes 27.2% of budget for just 3.1% of units. Brand/Other spend (22.5%) generates no measurable product velocity.
Module 05
Price vs Velocity Curve
Petco
PetSmart
PSP
Pricing Elasticity
Bubble size = total units sold. Sweet spot for velocity appears at $9.99β$15.99 MSRP range. Products above $25 show steeper velocity decline, suggesting price sensitivity threshold.
Module 06
Channel ROAS by Category
Meta ROAS
Amazon Ads ROAS
Amazon Ads Outperform Meta Across Every Category
Amazon ROAS averages 3–4x vs Meta’s 0.3–1.1x. This gap is expected — Amazon captures purchase-ready intent while Meta builds awareness — but it signals Meta spend is early-funnel and should not be evaluated on direct ROAS alone. Stain & Odor shows the best Meta efficiency at 1.14x.
Module 07
Video β Velocity Signal
Video Completion Rate vs Amazon Velocity Share
Signal Summary by Category
Grooming Paradox
Grooming has the lowest video completion rate (3.5%) yet drives 55.8% of Amazon units β suggesting organic demand is strong and paid video hasn't been optimised for the category. Wellness (7.8% completion, 11.4% units) is the most balanced signal. Oral Care has the best TOF Match Cut creative but the weakest velocity payoff.
Wholesale Revenue
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last 13 weeks
Active Accounts
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ordering in period
Total Orders
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invoices
SKUs Shipped
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distinct products
Weekly Revenue by Account
All accounts
Account Scorecard
Top SKUs (All Wholesale)
Pricing Pressure β YoY unit cost change per account
REF_PRODUCT_PRICE_24 vs REF_PRODUCT_PRICE_25 across Petco, PetSmart, PSP, Chewy. Green = held / increased price; red = gave concession. Top movers ranked by absolute % change.
π£ Paid Media Intelligence
Meta + Google Β· Jan 1 β Mar 11, 2026 Β· MMM Attribution Bridge
YTD 2026
Total Paid Spend
$35.4K
Meta + Google combined
Meta Spend
$21.8K
62% of budget Β· 555K impr
Google Spend
$13.6K
38% of budget Β· 134K clicks
Total Impressions
4.1M
Meta 555K Β· Google 3.6M
Total Conversions
151
104 purchases Β· 47 Google conv
Platform Budget Split
| Platform | Spend | Impressions | CPM | CTR | Conv. | CPA |
|---|---|---|---|---|---|---|
| Meta | $21,767 | 555K | $39.25 | 1.07% | 104 | $209 |
| $13,591 | 3.6M | $3.78 | 3.74% | 47 | $289 |
π Key Efficiency Gap
Google CPM is $3.78 vs Meta $39.25 β Google delivers 10.4x more impressions per dollar. However Meta drives 104 trackable purchases vs 47 Google conversions, suggesting different funnel roles.
Category Spend Allocation
π MMM Attribution Bridge β Ad Spend % vs Amazon Velocity %
Higher gap = opportunity or over-investment
% of Ad Spend
% of Amazon Units
Gap = Units% β Spend%
Category
Ad Spend %
Amazon Units %
Gap
Grooming
21.6%
55.8%
+34.2pp
Stain & Odor
8.1%
25.4%
+17.3pp
Wellness
18.1%
11.4%
-6.7pp
Oral Care
27.2%
3.1%
-24.1pp
Flea & Tick
2.5%
0.8%
-1.7pp
Training
0.0%
3.5%
+3.5pp
π Grooming: Most Under-Invested
21.6% of ad spend drives 55.8% of Amazon units β a +34pp gap. Grooming is your velocity engine but not getting proportional paid media support.
β οΈ Oral Care: Over-Indexed
27.2% of ad spend generates only 3.1% of Amazon units. Either a long-term brand-building play or a reallocation opportunity worth ~$9K.
Meta Funnel Architecture
| Stage | Spend | Impressions | CTR | CPM | Purchases |
|---|---|---|---|---|---|
| Mid-Funnel | $13,336 | 330K | 0.83% | $40.45 | 74.0 |
| Top-Funnel | $7,263 | 193K | 1.39% | $37.69 | 27.0 |
| Always-On | $1,168 | 32K | 1.50% | $36.33 | 3.0 |
π Funnel Weight
65% of Meta budget is Mid-Funnel consideration vs 35% Top-Funnel awareness. No Bottom-Funnel retargeting spend detected β a likely gap.
Google Campaign Type Mix
π― Demand Gen Dominates
96% of Google spend ($13,050) is Demand Gen video β high reach, very low conversion. The only converting campaign is Branded Search ($541, CPA $12.29). SKU-specific Demand Gen campaigns (~$9K) are driving awareness but not measured conversions.
Google Campaign Performance (Top 15 by Spend)
| Type | Campaign | Spend | Clicks | CTR | Conv. | CPA |
|---|---|---|---|---|---|---|
| Brand | 26002 - Brand - Outdoors | $2,002 | 16K | 2.11% | 0 | β |
| Brand | 26001 - Brand - Skin Care | $2,002 | 23K | 2.71% | 0 | β |
| Brand | 26031 - MOF - Branded Search | $541 | 2K | 22.40% | 44 | $12 |
| SKU-Specific | 26010- SKU - Flea + Tick Bundle | $296 | 3K | 4.33% | 0 | β |
| SKU-Specific | 26014 - SKU - Oral Gel | $295 | 3K | 5.29% | 0 | β |
| SKU-Specific | 26015 - SKU - Dental Drops | $295 | 3K | 3.30% | 0 | β |
| SKU-Specific | 26027 - SKU - Cat Probiotic Daily Use Deodori | $294 | 3K | 3.99% | 0 | β |
| SKU-Specific | 26008 - SKU - Flea + Tick Dog & Home Spray | $293 | 3K | 8.86% | 0 | β |
| SKU-Specific | 26021 - SKU - Probiotic Itch Relief Spray | $291 | 3K | 3.77% | 0 | β |
| SKU-Specific | 26030 - SKU - Litter Box Deodorizer | $291 | 4K | 6.51% | 0 | β |
| SKU-Specific | 26011 - SKU - Flea + Tick Shampoo | $291 | 3K | 7.34% | 0 | β |
| SKU-Specific | 26016 - SKU - Skunk Odor Eliminator | $291 | 4K | 5.16% | 0 | β |
| SKU-Specific | 26006 - SKU - Urine Destroyer | $291 | 3K | 7.87% | 0 | β |
| SKU-Specific | 26007 - SKU - Odor Eliminator | $290 | 4K | 5.40% | 0 | β |
| SKU-Specific | 26029 - SKU - Cat Urine & Odor Destroyer | $290 | 3K | 3.81% | 0 | β |
Meta Top Ad Sets by Spend (Top 15)
| Stage | Ad Set Name | Spend | CTR | CPM | Purchases | ROAS |
|---|---|---|---|---|---|---|
| Top | TOF-ORAL-QUIZ1 | $577 | 116.42% | $32.64 | 3 | 0.15x |
| Top | TOF-ORAL-QUIZ3 | $577 | 145.45% | $35.25 | 2 | 0.11x |
| Top | TOF - Tart4 | $576 | 197.92% | $39.75 | 2 | 0.14x |
| Top | TOF - Tart2 | $575 | 143.02% | $34.73 | 1 | 0.04x |
| Top | TOF - Tart3 | $571 | 184.62% | $43.23 | 3 | 0.25x |
| Top | TOF-ORAL-QUIZ4 | $569 | 105.23% | $23.50 | 2 | 0.08x |
| Top | TOF-ORAL-QUIZ2 | $569 | 115.79% | $19.10 | 2 | 0.18x |
| Top | TOF - Tart1 | $567 | 106.93% | $31.57 | 0 | β |
| Top | TOF - Tart5 | $567 | 151.29% | $27.92 | 2 | 0.08x |
| Mid | MOF - Wellness - HydroClear Eyewash - All Placemen | $378 | 47.22% | $17.83 | 1 | 0.11x |
| Mid | MOF - Instagram Posts - Hyrdroclear - Feeds | $350 | 54.62% | $18.75 | 3 | 0.41x |
| Mid | MOF - SKOUT'S HONOR: Oral Care Water Additive for | $336 | 232.22% | $123.66 | 5 | 0.41x |
| Mid | MOF - SKOUT'S HONOR: Oral Care Water Additive for | $316 | 197.22% | $122.22 | 1 | 0.07x |
| Mid | MOF - SKOUT'S HONOR: Oral Care Water Additive for | $314 | 203.46% | $106.39 | 3 | 0.25x |
| Mid | MOF - Wellness - Itch Relief Deodorizer - All Plac | $285 | 33.44% | $13.44 | 2 | 0.18x |
πΉ Video Completion Funnel
Meta Β· 37,158 video initiations Β· TOF vs MOF comparison
Overall Funnel Drop-off
Key Finding: 92% of viewers stop before completing the video. The biggest drop is at 25% β over half leave in the first quarter. Average play time is just 3.9 seconds.
TOF vs MOF Completion Rate
TOF 22.8% vs MOF 5.1%: Top-of-funnel Match Cut videos retain 4.5Γ more viewers to completion. Short TOF creative is outperforming longer MOF content on every engagement metric.
π Creative Leaderboard
Ranked by video completion rate Β· Meta ad sets with 50+ 3-second plays
| # | Ad Set | Stage | 3s Plays | Completion | Avg Time | $/Full View | CTR | Purchases |
|---|