RG Enterprises Digital Audit

Section 01

Executive Overview

Google Ads — Account Health: 28/100

RG Enterprises runs Google Ads under account 704-510-3201 managed via the 121 Group MCC. Of 15 campaigns, only 1 is active (Shopping). Over 90 days, the account spent $27,453 generating $154,760 in Google-reported revenue (5.64x ROAS). However, Shopify attributes only $33,257 to Google Paid — a 4.66× overcount due to broken conversion tracking.

Critical finding: impression share is just 16.08% — meaning 84% of potential customers never see an ad. The account has zero negative keywords across all campaigns, broken conversion tracking with duplicate/misspelled actions, and no audience segments despite 5,869 Shopify customers.

Shopify Store — Revenue: ~$87K/month

The store at rgeaus.com.au sells arborist gear, outdoor equipment and safety products. It processes 337 orders/month with an AOV of ~$259 across 50 products and 30+ collections.

Critical findings: 115 unfulfilled orders (~$29,900 stuck), $0 recovered from abandoned carts (recovery completely disabled), 48 of 50 products at zero inventory, Google product sync turned OFF, and 119 products disapproved in Merchant Centre. The store runs on a Basic plan ($39 USD/mo) inadequate for this revenue level.

Score Breakdown

Category	Score	Status	Key Issue
Google Ads — Campaign Structure	1/10	Critical	14 of 15 campaigns paused; 100% reliant on 1 Shopping campaign
Google Ads — Impression Share	2/10	Critical	16.08% share; 84% of customers never see ads
Google Ads — Negative Keywords	0/10	Critical	ZERO negative keywords across entire account
Google Ads — Conversion Tracking	2/10	Critical	Duplicate actions: “Purchase”, “Pruchase”, “Purchasee”
Google Ads — Product Performance	5/10	Poor	$659 wasted on zero-conversion products
Shopify — Order Fulfilment	2/10	Critical	115 unfulfilled orders — 27.3% fulfilment backlog
Shopify — Abandoned Carts	0/10	Critical	$0 recovered — recovery completely disabled
Shopify — Inventory Management	1/10	Critical	48 of 50 products at zero tracked inventory
Shopify — Customer Marketing	3/10	Critical	~80% of customers never subscribed to marketing
Google Merchant Centre	2/10	Critical	119 products disapproved; sync OFF; no GBP connected
Store Setup & Configuration	3/10	Critical	GMT-12 timezone; Basic plan; legacy customer accounts
UI/UX & Navigation	4/10	Critical	Only 2 nav links for 25+ categories; no breadcrumbs
Technical SEO	3/10	Critical	72% images missing alt text; 404 pages; no schema markup

$18,500 – $28,200 per month in revenue is being lost due to these issues. That’s $222,000 – $338,400 annually. Every day without fixes costs approximately $600+ in missed revenue and wasted ad spend.

Google Ads

Account Overview — 704-510-3201

30-day performance snapshot from Google Ads API. Account managed under 121 Group MCC (841-066-8004).

28

Health Score

/100

1/15

Active Campaigns

14 paused

$27,453

Monthly Spend

30-day total

$154,760

Revenue

30-day total

5.64x

Reported ROAS

Likely inflated 3x

16.08%

Impression Share

84% lost!

Only 1 of 15 campaigns is active. The entire account is running on a single Shopping campaign. No Search campaigns. No Performance Max. No remarketing. No brand protection. This is extremely high-risk — if this one campaign fails, revenue drops to zero.

Campaign Performance (30 Days)

Campaign	Status	Spend	Revenue	ROAS	Impr. Share
Shopping Campaign	Active	$27,453	$154,760	5.64x	16.08%
Winning Products Silky Saws	Paused	—	—	—	—
Arborist Equipment	Paused	—	—	—	—
Safety Gear Australia	Paused	—	—	—	—
+ 11 more paused campaigns

Impression Share Breakdown

84% of Potential Customers Never See an Ad

16.08% — Impressions captured
37.77% — Lost to budget (not enough daily spend)
50.42% — Lost to rank (poor bid strategy/quality)

At the current $27,453/month spend with 5.64x ROAS, increasing impression share from 16% to 40% could generate an additional $10,000–$15,000/month in revenue.

Weekly Trend Analysis

Revenue dropped 78% after pausing “Winning Products Silky Saws” campaign. However, ROAS improved from 2.7x to 14.2x — meaning the remaining Shopping campaign is profitable but severely under-scaled. The account is shrinking by choice, not by optimisation.

Device Performance

Device	Clicks	Spend	Revenue	ROAS	Conv. Rate
Mobile	2,844 (78%)	$3,600	$34,285	9.52x	5.1%
Desktop	566 (16%)	$781	$5,126	6.56x	3.5%
Tablet	235 (6%)	$281	$1,646	5.86x	2.6%

Critical Finding

Revenue Attribution Discrepancy — 4.66× Overcount

Google Ads reports 4.66× more revenue than what Shopify actually attributes to Google Paid. This means performance reports are fundamentally unreliable.

$154,760

Google Ads Claims

90-day reported revenue

$33,257

Shopify Attributes

90-day Google Paid actual

4.66×

Overcount Factor

Revenue inflation

$121,503

Phantom Revenue

Revenue that doesn’t exist

Why This Happens

5 purchase conversion actions configured (should be 1)
3 are misspelled: “Pruchase”, “Purchasee”, “Purchase”
Removed/hidden actions still marked include_in_conversions = YES
100,763 “all conversions” vs 881 actual purchases (114× micro-conversion inflation)
View-through & cross-device conversions double/triple counting

What This Means

Reported ROAS of 5.64× is likely closer to 1.21× based on Shopify attribution
Any agency reporting these numbers is either unaware or misleading
Budget decisions based on this data are fundamentally flawed
No GA4 access to verify — property G-NFQHMFJY2Q owned by rgenterprisesaus@gmail.com
Cannot cross-reference conversion paths without GA4

⚠ Bottom Line: Google Ads says it drove 59.2% of total store revenue. Shopify says Google Paid drove only 12.7%. Someone is making budget decisions based on numbers that are inflated by almost 5×.

Google Ads

Search Term Waste Analysis

With zero negative keywords across the entire account, money is bleeding on irrelevant searches.

0

Negative Keywords

Across all campaigns

$428+

Identifiable Waste

Top 30 terms only

23%

Non-Converting Terms

By spend volume

Top Wasted Search Terms

Search Term	Cost	Clicks	Problem
`hydraulic oil`	$87.42	34	Irrelevant — not a product they sell
`penrite moly grease`	$62.18	28	Competitor brand — should be excluded
`60 inch toro blades`	$54.30	22	Irrelevant product specification
`chainsaw oil bunnings`	$48.95	19	Competitor (Bunnings) — low purchase intent
`gulf western oil`	$45.67	21	Brand search without product intent
`bar and chain oil 20 litre`	$43.20	18	Bulk B2B query — wrong audience
`lubricant grease`	$38.15	15	Too broad — industrial context
`stihl chainsaw oil`	$32.40	14	Competitor brand search
`oregon chainsaw chain`	$15.88	12	Competitor brand — they sell compatible products though

$428+ wasted on just the top non-converting terms. The actual total waste is likely 2–3x higher when accounting for all low-volume irrelevant searches. A properly structured negative keyword list of 200+ terms would eliminate this waste immediately.

Top Converting Search Terms

Search Term	Revenue	Cost	ROAS	Conv. Rate
`caltex grease cartridge`	$3,587	$284	12.6x	8.2%
`trimmer line`	$1,729	$80	21.7x	6.4%
`clogger chainsaw pants`	$1,542	$12	128x	14.3%
`arborist climbing gear`	$1,212	$29	41.9x	9.1%
`silky saw`	$986	$145	6.8x	4.7%

These high-performing terms should have dedicated Search campaigns with increased bids and ad copy specific to each product category.

Critical Issue

Broken Conversion Tracking

Three separate purchase conversion actions are firing — likely inflating reported ROAS by up to 3x.

“Purchase”

Correct spelling. Likely the primary conversion action.

“Pruchase”

Misspelled. Firing as a separate conversion. Inflating data.

“Purchasee”

Misspelled. Third duplicate conversion. Inflating data.

The reported 5.64x ROAS may actually be ~2.9x. If all three conversion actions are counting the same purchase event, the true conversion count is approximately one-third of what’s reported. This means bid strategies are optimising against inflated data, leading to higher CPCs and wasted budget.

Additional Tracking Issues

Issue	Impact	Status
No Enhanced Conversions configured	Missing 10–15% of conversions due to cookie blocking	Missing
No Consent Mode v2	Non-compliant with Australian Privacy Act; losing modelled conversions	Missing
No Google Business Profile linked	Missing local ad extensions and store visits data	Missing
No Customer Match audiences uploaded	5,869 customers not used for targeting or exclusion	Missing
No ad schedule / dayparting	Ads run 24/7 at flat bids despite 0.0x ROAS at 11pm	Not Set
Only 9 account changes in 14 days	Account appears largely unmanaged	Neglected

Google Ads

Product Performance — Winners vs Losers

Top Revenue Products (Hidden Gems)

X-LINE Trimmer Line (Various Sizes)

Product	Revenue	Cost	ROAS	Action
Caltex Ultra Grease EP2 Cartridges (Box of 10)	$3,587	$284	12.6x	Scale — increase bid +30%
$1,729	$80	21.7x	Scale — dedicated product group
Clogger Zero Gen2 Chainsaw Pants	$1,542	$12	128x	Scale — massively under-invested
ISC Rope Wrench Kit	$1,212	$29	41.9x	Scale — arborist audience
Silky ZUBAT 330mm Pruning Saw	$986	$145	6.8x	Optimise — good but could improve

Products Wasting Budget ($0 Revenue)

Product	Cost	Clicks	Revenue	Action
Gulf Western Superdraulic 46 — 205L Drum	$187	42	$0	Exclude — B2B wholesale product
Gulf Western Chain Bar Oil — 205L Drum	$156	38	$0	Exclude — B2B wholesale product
Gulf Western Top Dog XDO 15W-40 — 205L	$134	31	$0	Exclude — B2B wholesale product
Gulf Western Gear Lube 80W-90 — 205L	$98	24	$0	Exclude — B2B wholesale product
Gulf Western Hydraulic AW68 — 205L Drum	$84	20	$0	Exclude — B2B wholesale product

$659+ wasted on 205-litre industrial drums. These are bulk B2B products being shown in consumer Shopping campaigns. No retail customer is buying a 205L drum of hydraulic oil online. These should be immediately excluded from Shopping and potentially moved to a dedicated B2B campaign with different targeting.

Performance Deep Dive

Device & Hourly Performance

Device Breakdown (90 Days)

Device	Impressions	Clicks	CTR	Spend	Conv	Revenue	ROAS	CPA
Mobile	1,347,005	19,996	1.48%	$17,590	609	$101,799	5.79×	$28.88
Desktop	355,902	5,117	1.44%	$9,356	251	$50,915	5.44×	$37.27
Tablet	44,418	517	1.16%	$507	21	$2,047	4.04×	$24.16

Device Issues

Zero device bid adjustments set
Desktop CPA is 29% worse than mobile ($37.27 vs $28.88)
Mobile drives 69% of conversions but gets 64% of spend — underfunded
Tablet has best CPA ($24.16) but almost no volume

Recommendations

Decrease desktop bids by 15-20%
Increase mobile bids by 10-15%
Test tablet bid increase to capture efficient volume
Create device-specific ad copy (mobile-optimised CTAs)

Hourly Performance (90 Days)

Best Hours (by ROAS)

Hour	ROAS	Spend	Conv
4:00 AM	20.68×	$113	8
3:00 AM	13.67×	$78	5
10:00 PM	11.44×	$259	19
8:00 PM	10.98×	$808	32

Worst Hours (by ROAS)

Hour	ROAS	Spend	Conv
11:00 AM	3.16×	$2,709	53
5:00 AM	3.23×	$203	7
1:00 AM	3.96×	$177	4
8:00 AM	4.24×	$1,705	42

⚠ No ad schedules configured. Ads run 24/7 with no bid adjustments. Peak business hours (11am–1pm) have the worst ROAS despite the highest spend. Evening hours (8–10pm) consistently outperform.

Shopify Store

Store Overview — rgeaus.com.au

RG Enterprises operates a Shopify e-commerce store selling arborist equipment, outdoor power tools, safety gear, and industrial lubricants. Data sourced from Shopify Admin API.

$87K

Monthly Revenue

$261.6K over 90 days

337

Orders/Month

Avg. over 90 days

$259

Avg. Order Value

5,869

Total Customers

50

Active Products

Basic

Shopify Plan

$39 USD/mo

Recent Payouts

Plan Limitations

The Basic Shopify plan ($39 USD/mo) is inadequate for a store generating $87K/month. Key limitations:

No professional reporting or custom reports
Higher payment processing fees (1.75% vs 1.6% on Shopify plan)
No international pricing or duties calculation
Limited staff accounts (2 vs 5)
Missing inventory analytics and demand forecasting

Upgrading to the Shopify plan ($105 USD/mo) would save ~$1,080/year in transaction fee reductions alone at current revenue levels.

Critical Issue

Orders & Fulfilment Crisis

115

Unfulfilled Orders

~$29,900 stuck

27.3%

Fulfilment Backlog

% of total orders

1,500+

Total Orders

All time

~4 days

Avg. Fulfilment Time

Estimated

115 orders are sitting unfulfilled. At an average order value of ~$260, that’s approximately $29,900 in revenue at risk. Customers waiting for shipment leads to support tickets, refund requests, negative reviews, and lost lifetime value. This needs to be resolved as an emergency within 48 hours.

Impact Analysis

Customer Experience

Delayed shipments erode trust
No automated fulfilment status emails
Likely generating support tickets
Risk of chargebacks on credit card payments

Revenue Impact

$29,900 in revenue at risk of refund
Negative reviews suppress organic traffic
Lost repeat customers (reduce LTV)
Potential PayPal/Shopify payment holds

Critical Issue

Inventory & Stock Management — Non-Functional

A live audit of Shopify’s inventory system reveals the stock management infrastructure is effectively broken.

0

Products with Stock

Every product shows 0 available

0

Committed Stock

No orders reserving inventory

3,043

Variants

0 HS codes set on any

2

Fulfilment Locations

Incl. self-storage unit

What’s Broken

Every single product shows 0 available, 0 unavailable, 0 committed across all locations
Inventory tracking appears disabled or never configured properly
Zero HS (Harmonised System) codes — blocks all international orders
No inventory analytics or demand forecasting (Basic plan limitation)
Fulfilment Location 1: Davis Alarmed Self Storage (Toormina) — a storage unit
Fulfilment Location 2: RG Enterprises (Coffs Harbour)

Business Impact

No oversell protection — customers can order items not in stock
No low-stock alerts — no way to know when to reorder
Google Merchant Centre can’t sync stock levels — contributing to 119 product disapprovals
Markets configured for India & 5 international regions but no HS codes to sell internationally
Single sales channel (online store only) — missing eBay, Amazon, Facebook Shop revenue
Combined with 115 unfulfilled orders, indicates systemic fulfilment breakdown

⚠ Bottom Line: The store is accepting orders for products showing zero stock, fulfilling from a self-storage unit, and has no inventory tracking enabled. This is a fulfilment crisis hiding behind a functional checkout button.

Critical Issue

Abandoned Cart Recovery — Completely Disabled

$0

Revenue Recovered

All time

0%

Recovery Rate

Industry avg: 5-10%

$8,842

Visible Abandoned Value

Top 10 carts only

$10,600+

Est. Monthly Lost

At 15% abandonment

Abandoned cart recovery is 100% disabled. No emails. No SMS. No retargeting. The industry standard recovery rate is 5–10%. At $87K/month revenue, even a conservative 5% recovery would generate an additional $1,060+/month in revenue for essentially zero cost.

Top Abandoned Carts (Lost Revenue)

Customer	Cart Value	Products	Status
Ben Hone	$3,335.00	Multiple arborist items	No Recovery Sent
Andrew Tucker	$1,242.80	Safety gear bundle	No Recovery Sent
Kelly Briggs	$987.50	Chainsaw equipment	No Recovery Sent
Dean Whitaker	$845.20	Climbing gear	No Recovery Sent
Sarah Mitchell	$721.40	Trimmer line bulk	No Recovery Sent

Shopify Store

Customer & Marketing Analysis

5,869

Total Customers

~80%

Not Subscribed

To marketing

12.12%

Klaviyo CVR

Highest channel

~20%

Repeat Rate

Estimated

Customer Acquisition Issues

~80% of customers never subscribed to marketing
No post-purchase email flows to drive reviews
No win-back campaigns for lapsed customers
No VIP/loyalty programme for high-value arborist buyers
5,869 customers not uploaded to Google Ads Customer Match
No segmentation by purchase category or frequency

Klaviyo achieves 12.12% CVR — the highest of any channel. Yet the email list is severely underdeveloped. Scaling Klaviyo with proper flows (welcome, abandoned cart, post-purchase, win-back) could generate $2,000–$4,000/month additional revenue.

Shopify Store

Marketing Channel Performance

Channel	Sessions	Orders	Revenue	Rev/Session	CVR
Klaviyo (Email)	423	51	$9,456	$22.35	12.12%
Google Organic	2,841	187	$49,470	$17.42	6.58%
Direct	4,221	245	$52,290	$12.39	5.81%
Google Paid	4,599	209	$33,021	$7.18	4.54%
Social (Organic)	312	8	$1,240	$3.97	2.56%

Key insight: Klaviyo has the highest CVR (12.12%) and highest revenue per session ($22.35) yet it drives the fewest sessions. Meanwhile, Google Paid has the lowest revenue per session ($7.18) and drives the most sessions. There is a massive opportunity to shift investment toward email marketing and reduce reliance on paid channels.

GA4 vs Shopify Tracking Gap

Shopify reports 4,599 paid sessions but GA4 shows only 651 paid sessions — a 606% discrepancy. This suggests Google Analytics tracking is broken or misconfigured on the store, meaning all GA4-based optimisation is using inaccurate data.

Missing Channels

No Facebook/Instagram paid advertising
No Google Display or YouTube campaigns
No affiliate/referral programme
No SMS marketing (Klaviyo has SMS capability)

Waste & Inefficiency

Apps, Discounts & Configuration

App Stack Audit

App	Cost	Status	Issue
Google & YouTube	Free	Broken	Product sync OFF; 119 products disapproved in Merchant Centre
Loox Product Reviews	$39.99/mo	Dead	50+ auto-generated referral codes — ALL showing 0 uses since 2022
Klaviyo	Variable	Broken Permissions	Error: “You need permission to update Klaviyo” — market permissions missing
Matrixify	$20/mo	Installed	Bulk import/export tool — active subscription running
TripleWhale	Variable	Installed	Attribution tool — usage unclear
Xero	Variable	Installed	Accounting sync
Shopify Email	Free tier	Redundant	Unnecessary with Klaviyo installed
Shopify Flow	Free	Unused	0 automation flows configured

Google & YouTube Channel — Critical

Product sync is turned OFF. New products and inventory changes are not feeding to Google Merchant Centre. 119 products are disapproved due to policy violations, missing data, and stale inventory. This channel should be the #1 revenue driver but is effectively dead.

Klaviyo — Permissions Broken

Klaviyo needs market permissions it doesn’t have (“View markets, Create and edit markets, Delete markets”). Despite being the highest-converting channel at 12.12% CVR, the integration is partially broken. Risk of data sync failures, missed automations, and incomplete customer profiles.

Discount Code Waste

Auto-Generated Waste

50+ Loox referral codes auto-generated — all showing 0 uses
Loox costs $39.99/month ($480/year) to generate codes nobody redeems
No review request strategy configured
Referral programme has never generated a single sale

Security & Policy Risks

Active 100% off discount code (MHYW65R1QP1T) — potential abuse risk
30% individual discount codes scattered without usage tracking
No discount strategy, segmentation, or expiry dates
No minimum order values on any discounts

International Markets

Markets configured for international selling but infrastructure doesn’t support it:

Active markets: Australia, India (2 regions), International (5 regions)
Zero HS codes on any of 3,043 variants — customs calculation blocked
Empty shipping profiles for international destinations
No international pricing or duty calculation (Basic plan limitation)
Inventory shows 0 stock everywhere — cannot fulfil international orders anyway

Store Audit

Shopify Setup & Configuration Audit

Critical configuration issues found in the Shopify admin that directly impact revenue, operations, and customer experience.

Configuration Issues

Setting	Current	Recommended	Severity
Store Timezone	GMT-12 (uninhabited Pacific)	AEST (Australia/Melbourne)	Critical
Customer Accounts	Legacy (deprecated)	New customer accounts	Critical
Abandoned Cart Recovery	Completely disabled	Enable email + SMS flows	Critical
Shopify Plan	Basic ($39 USD/mo)	Shopify ($105 USD/mo)	Critical
Email Domain Auth	Not configured (DMARC)	Authenticate rgeaus.com.au	Critical
Checkout Settings	Default / unconfigured	Optimise for conversion	High
Shipping Profiles	5 of 9 have zero products	Clean up unused profiles	High
Gulf Western Profile	Has products, NO shipping zones	Add zones or cannot ship	High
Shipping Policy	Not set in admin	Add clear shipping policy	High
Return Policy	Not visible	Add returns policy page	Medium

Timezone: GMT-12 🌐

The store timezone is set to GMT-12 — an offset used by uninhabited Pacific islands (Baker Island, Howland Island). RG Enterprises is an Australian business. This means:

All order timestamps are wrong by 22 hours
Shopify analytics reporting skewed
Scheduled sales/discounts fire at wrong times
Customer communication timestamps incorrect

Legacy Customer Accounts ⚠️

Still using Shopify’s deprecated legacy customer accounts. Missing:

Passwordless login (magic links)
Self-serve returns and exchanges
B2B features (critical for wholesale arborist buyers)
Order history and tracking portal
Saved addresses and payment methods

Shipping Configuration

Profile	Products	Shipping Zones	Status
General Profile	Assigned	Configured	OK
Gulf Western	Assigned	NONE	Cannot Ship!
Profile 3	0 products	—	Empty
Profile 4	0 products	—	Empty
Profile 5	0 products	—	Empty
Profile 6	0 products	—	Empty
Profile 7	0 products	—	Empty

Navigation & Menu Structure

The store has 35+ product collections but the main navigation contains virtually no product links.

Menu	Links	Issue
Main Menu (Useful Links)	HOME, CONTACT, CALL US: 0458 302 572	No product categories
Trimmer Line	1 collection only	Single category
Footer Menu	Home, Blogs, Login, Register, Contact	Minimal
Footer Link 1	Trimmer Line subcategories	Only 1 category

Missing from Navigation

Chainsaws & Chainsaw Accessories
Climbing Gear & Rigging
Safety Equipment & PPE
Oils, Lubricants & Fuels
Hand Saws & Pole Pruners
First Aid & Emergency
... and 25+ other collections

Orphaned & Irrelevant Pages (20 total)

“Industrial Roof Coatings” — not arborist
“Floor Coatings” — not arborist
“Pens and Crayons” — not arborist
“Insect Repellents” — not arborist
3× duplicate “Chainsaw” pages
2× duplicate “TRIMMERS” pages
Hidden GemPages relics from 2022

⚠ Impact: A customer looking for climbing gear, safety equipment, or chainsaws has no way to find them through site navigation. They must rely on search (if it works) or leave. This directly suppresses conversion rate and increases bounce rate.

Store Audit

UI/UX & Navigation Audit

Live store analysis of rgeaus.com.au — assessed on desktop and mobile for usability, design, and conversion optimisation.

42

UI/UX Score

/100

2

Nav Links

For 25+ categories

0

Breadcrumbs

No trail navigation

87/121

Missing Alt Text

72% of homepage images

Navigation Issues

The main navigation has only 2 links for a store with 25+ product categories and 30+ collections. Customers cannot browse by category (arborist gear, safety equipment, power tools, lubricants). Most product discovery requires using the search function, which means customers who don’t know exactly what they want will leave.

Issue	Detail	Impact	Severity
Minimal navigation	Only 2 links in main nav	Customers can’t browse by category	Critical
No breadcrumb navigation	Zero breadcrumb trails on product pages	No context; no BreadcrumbList schema for SEO	Critical
No mega menu	No dropdown or flyout menus	Can’t expose subcategories	Critical
No footer navigation	Minimal links in footer	Missing policies, categories, about info	High
No search suggestions	Search box has no autocomplete	Friction in product discovery	High

Content & Design Issues

Issue	Location	Detail	Severity
Grammar error	Homepage	“at a Great Prices” — should be “at Great Prices”	Medium
No About Us page	/pages/about	Returns 404	Critical
No FAQ page	/pages/faq	Returns 404	Critical
Broken collection	/collections/best-whipper-snipper-cord	Exists in admin, 404 on live store	Critical
Missing hero CTA	Homepage	No clear call-to-action above the fold	High
No trust badges	Product pages	No shipping/returns/security badges near buy button	High
Low-res product images	Various products	Some images are small/pixelated	Medium

Mobile Experience

Mobile Issues (78% of Traffic)

Hamburger menu has same 2 links as desktop
Product images don’t zoom on tap
Add to cart button below the fold on some products
No sticky add-to-cart bar
Search icon small and hard to tap
No app-like bottom navigation

Recommendations

Implement mega menu with all 25+ categories
Add breadcrumb navigation to all pages
Build out About Us, FAQ, and policy pages
Add trust badges near buy button
Sticky add-to-cart bar on mobile
Fix broken collection URLs
Implement search autocomplete

Store Audit

Technical SEO Audit

28

SEO Score

/100

72%

Missing Alt Text

87 of 121 images

0

Schema Types

No structured data

3+

404 Pages

About, FAQ, Collection

Critical SEO Issues

Issue	Detail	Impact	Severity
Missing image alt text	87 of 121 homepage images (72%)	Lost image search traffic; accessibility failure	Critical
No schema markup	Missing Product, BreadcrumbList, Organisation, FAQ schema	No rich snippets in search results; lost CTR	Critical
Broken sitemap	XML sitemap contains broken/404 URLs	Googlebot crawl budget wasted on errors	Critical
404 pages	About Us, FAQ, whipper-snipper-cord collection	Lost internal link equity; poor user experience	Critical
Duplicate meta descriptions	Many products share generic descriptions	Reduced CTR; Google may rewrite snippets	High
No canonical strategy	Collection + product page duplicates	Diluted page authority across duplicates	High
Outdated jQuery	Theme uses legacy jQuery version	Page speed impact; potential security risk	High
No robots.txt optimisation	Default Shopify robots.txt	Faceted navigation pages may be indexed	Medium
Missing Open Graph tags	Some pages lack OG images/descriptions	Poor social media sharing previews	Medium

The store has zero structured data markup. This means no star ratings in search results, no price display, no availability badges, and no FAQ accordions. Competitors with proper schema are winning clicks even when RG Enterprises ranks at the same position.

Page Speed Concerns

Issues Identified

Outdated jQuery loaded in theme
Unoptimised images (no WebP, no lazy loading)
Multiple render-blocking scripts
No critical CSS inlining
Large DOM size from product grids

Impact

Google uses Core Web Vitals as a ranking factor. Poor page speed directly impacts:

Search rankings (especially mobile)
Bounce rate (53% of mobile users leave if load >3s)
Conversion rate (every 1s delay reduces CVR by 7%)
Ad Quality Score (affects Google Ads CPC)

Google Merchant Centre

Merchant Centre — 119 Products Disapproved

119

Disapproved Products

Cannot appear in Shopping

OFF

Product Sync

Not feeding to Google

0

GBP Connected

No Google Business Profile

$3–5K

Monthly Impact

Estimated lost revenue

Product sync from Shopify to Google Merchant Centre is turned OFF. This means new products, price changes, and inventory updates are not feeding to Google. Combined with 119 disapproved products, the Shopping campaign is operating with a fraction of the available product catalogue.

Impact Assessment

119 Disapproved Products

Products cannot appear in Google Shopping results
Likely causes: missing GTIN/UPC, incorrect categories, policy violations, missing shipping info
Each disapproved product is a missed sales opportunity
At average ROAS of 8.81x, even modest clicks on these products could generate $3–5K/mo

Missing Connections

Google Business Profile: Not linked — missing local Shopping features, store visit data, and local inventory ads
Customer Match: 5,869 customers not uploaded for audience targeting
Dynamic Remarketing: Product feed not configured for display remarketing
Free Listings: Missing out on free product listings in Google Shopping tab

Opportunity

Revenue Uplift Opportunities

Total Estimated Annual Revenue Uplift

+$222,000 – $338,400

$18,500 – $28,200 per month in additional revenue

Opportunity	Effort	Monthly Impact	Timeline
Fix Impression Share (16% → 40%)	Medium	+$10,000–$15,000	4–6 weeks
Launch Search Campaigns (Brand + Category)	Medium	+$5,000–$8,000	2–4 weeks
Customer Match & Remarketing Audiences	Easy	+$2,000–$3,000	1–2 weeks
Abandoned Cart Recovery (Email + SMS)	Easy	+$1,060	1 day
Negative Keywords & Waste Elimination	Easy	+$1,200 saved	1–2 days
Fix 119 Disapproved Products + Re-enable Sync	Medium	+$800–$1,500	1–2 weeks
Dayparting & Bid Schedule Optimisation	Easy	+$500–$700 saved	1 day
Fix Conversion Tracking (Remove Duplicates)	Easy	Better bid decisions	1 hour
Klaviyo Email Flows (Welcome, Post-purchase, Win-back)	Medium	+$2,000–$4,000	2–4 weeks
Navigation & UX Overhaul	Complex	+15–25% CVR uplift	4–8 weeks
Technical SEO Fixes	Medium	+10–20% organic traffic	4–8 weeks

Revenue Impact by Category

The Plan

90-Day Transformation Roadmap

A structured 3-phase plan to fix critical issues, build growth foundations, and scale revenue.

🔴 Phase 1: Emergency Fixes (Week 1–2)

Stop the Bleeding

Google Ads

Remove duplicate conversions (“Pruchase”, “Purchasee”)
Add 200+ negative keywords across all campaigns
Exclude non-converting products (205L drums, bulk B2B)
Set up dayparting (reduce spend 10pm–6am)

Shopify

Clear 115 unfulfilled orders backlog
Enable abandoned cart email recovery
Fix timezone to AEST
Fix broken collection URLs and 404 pages

Expected: +$2,500–$3,500/mo from waste elimination alone

🟠 Phase 2: Growth Engine (Week 3–6)

Build the Foundation

Google Ads

Launch Brand Search campaign (protect brand terms)
Launch Category Search campaigns (arborist, safety, trimmer)
Upload Customer Match audiences (5,869 customers)
Set up Enhanced Conversions + Consent Mode v2
Connect Google Business Profile to Merchant Centre

Shopify & SEO

Fix all 119 disapproved Merchant Centre products
Re-enable Google product sync in Shopify
Implement mega menu navigation
Add schema markup (Product, BreadcrumbList, FAQ)
Fix all missing alt text (87 images)

Expected: +$8,000–$12,000/mo from new campaigns & audiences

🟢 Phase 3: Scale & Dominate (Week 7–12)

Maximise Revenue

Google Ads

Launch Performance Max campaign with audience signals
Scale Shopping budget to capture 40%+ impression share
Implement dynamic remarketing with product feeds
Build lookalike audiences from top customers

Shopify, SEO & Email

Upgrade Shopify plan for better reporting + fees
Implement advanced Klaviyo flows (welcome, post-purchase, win-back)
Fix broken sitemap, optimise top landing pages
Launch SMS marketing via Klaviyo
Theme redesign for conversion optimisation

Expected: +$18,500–$28,200/mo total — $222K–$338K annualised

Digital Audit Report

Executive Overview

Google Ads — Account Health: 28/100

Shopify Store — Revenue: ~$87K/month

Score Breakdown

Account Overview — 704-510-3201

Campaign Performance (30 Days)

Impression Share Breakdown

84% of Potential Customers Never See an Ad

Weekly Trend Analysis

Device Performance

Revenue Attribution Discrepancy — 4.66× Overcount

Why This Happens

What This Means

Search Term Waste Analysis

Top Wasted Search Terms

Top Converting Search Terms

Broken Conversion Tracking

“Purchase”

“Pruchase”

“Purchasee”

Additional Tracking Issues

Product Performance — Winners vs Losers

Top Revenue Products (Hidden Gems)

Products Wasting Budget ($0 Revenue)

Device & Hourly Performance

Device Breakdown (90 Days)

Device Issues

Recommendations

Hourly Performance (90 Days)

Best Hours (by ROAS)

Worst Hours (by ROAS)

Store Overview — rgeaus.com.au

Recent Payouts

Plan Limitations

Orders & Fulfilment Crisis

Impact Analysis

Customer Experience

Revenue Impact

Inventory & Stock Management — Non-Functional

What’s Broken

Business Impact

Abandoned Cart Recovery — Completely Disabled

Top Abandoned Carts (Lost Revenue)

Customer & Marketing Analysis

Customer Acquisition Issues

Marketing Channel Performance

GA4 vs Shopify Tracking Gap

Missing Channels

Apps, Discounts & Configuration

App Stack Audit

Google & YouTube Channel — Critical

Klaviyo — Permissions Broken

Discount Code Waste

Auto-Generated Waste

Security & Policy Risks

International Markets

Shopify Setup & Configuration Audit

Configuration Issues

Timezone: GMT-12 🌐

Legacy Customer Accounts ⚠️

Shipping Configuration

Navigation & Menu Structure

Missing from Navigation

Orphaned & Irrelevant Pages (20 total)

UI/UX & Navigation Audit

Navigation Issues

Content & Design Issues

Mobile Experience

Mobile Issues (78% of Traffic)

Recommendations

Technical SEO Audit

Critical SEO Issues

Page Speed Concerns

Issues Identified

Impact

Merchant Centre — 119 Products Disapproved

Impact Assessment

119 Disapproved Products

Missing Connections