Facebook is still the reach engine. June's Ben and Tom "best value" reel led at 21,560 impressions, followed by the Inflation Beater Bundle launch (15,090). Impressions softened 16% vs May as posting volume more than doubled — natural per-post dilution as the feed fills, not a decline in interest.

Two patterns worth noting: Weekend Winners posts have the highest interaction rate (7-9%) even though impressions are moderate. The audience actively engages with the specials-driven content. And family-first content (Roger's birthday, Ryder's picks) reliably lands 100+ interactions per post, keeping the "family-run market" story alive in the feed.

The catchment is holding stable at roughly a 150 km radius. Wodonga, West Wodonga, Lavington, and Albury together account for 27% of the audience — the local core. The Melbourne and Sydney share reflects displaced Wodonga locals following the page, which will keep the online store as a valid interstate purchase channel too.

Instagram is where consistency is starting to pay off. 89 posts in the month, impressions up 17% vs May, audience growing organically. Each post is being seen by roughly 600 people on average, which for a small local grocer is exactly where the platform rewards patience.

Working: the family content (the Kids, the birthdays, the surprise reels) consistently pulls saves and shares. Local specials imagery drives comments and DMs. Behind-the-counter content (Ben walking the aisle, Roger picking) is now identifiable Arnold's content in the feed.

Next: Instagram gets a bigger reels push in July (target 25+ reels), plus stronger use of Stories for time-sensitive specials (Weekend Winners countdowns, One-Day-Only alerts). The Reels-first approach is what the algorithm rewards for organic reach growth, and that's where the follower ceiling lifts.

TikTok is the newest channel and it's finding its feet fast. Follower count is small (18), but everything else grew multiples over May. Impressions up 516%, interactions up 361%, posting cadence up 460%. The platform rewards consistency, and 28 videos in a single month is exactly what the algorithm needs to start learning what Arnold's is and who to show it to.

• Keep posting cadence at 25+ videos per month. Consistency is the only thing that unlocks TikTok's algorithm.
• Repurpose Instagram Reels to TikTok, but reshoot the vertical framing where possible so it doesn't look like copied content.
• Test trending audio (grocery, local business, family) rather than only original audio.
• Cross-post Weekend Winners as short 15-second TikToks with specials-driven captions.
• Watch for the breakout video. When one video crosses 5,000+ views, follow up with 2-3 similar-style videos immediately to ride the algorithm signal.

June's paid strategy pivoted from awareness-heavy (May) to conversion-heavy (June). Pure reach campaigns dropped from 224,621 to 72,378 as budget shifted to landing-page-view campaigns. The trade paid off: landing-page views nearly quadrupled. The Inflation Beater Bundle campaign at $0.20 per LPV led the month, and the Jun 29 campaign hit an all-time-best $0.12 per LPV. This is the model going forward.

Reach halved vs May because the strategy shifted, but the action rate off that smaller reach is dramatically higher. 5,665 people landed on the Arnold's online store from paid ads in June, versus 1,485 in May. When the spend targets action rather than awareness, action follows.

Retail listing (Arnold's Fruit Market)

Wholesale listing (newer profile)

Both listings climbed vs May. The retail profile is doing genuine heavy lifting: 4,721 views generated 3,440 direct actions, with calls up 36% and views up 19% month-on-month. Wholesale is smaller by design but doing solid work: 81 direction requests means real wholesale customers are finding the profile and turning up in person.

The Saturday peak is now consistent. Three of June's four Saturdays cleared $40,000 (13 Jun $40,982, 20 Jun $40,386, 27 Jun $41,391), and Fridays consistently lift toward $34,000 – $36,000. The mid-week trough (Mon and Tue) sits around $25,000 – $28,000 with lower average per customer. Closing that Mon/Tue gap is the July focus — SMS on Wednesday morning and targeted specials to move consideration earlier in the week.

The single biggest lift of June. May's checkout-to-purchase rate was 8%. June's is 64.6%. Combined with a healthy 81.5% cart-to-checkout rate, the store is now converting the people who commit to buying. That's the compounding win.

The next lever is view-product to add-to-cart, sitting at 22.7%. Not bad, but room to move with better product descriptions, imagery, and clearer stock/delivery messaging on product pages.

Desktop over-indexes for purchases: 17% of sessions but 28% of purchases. Desktop shoppers are more likely to complete, probably because a full weekly grocery order is easier to compile on a bigger screen. Mobile is doing the discovery, desktop is doing the closing. The persistent cart across devices (July priority) is what makes that handoff seamless.

Six clean comparisons across the highest-signal metrics. Five sit at or well above benchmark, one is the July focus. The read is the same as May but stronger: where we're putting effort, we're competitive or ahead. Where we're not yet, July's plan addresses it.

Benchmarks: Mailchimp Annual Email Benchmarks (retail / e-commerce, MPP-excluded); Sprout Social Index 2024; Hootsuite Social Trends 2024 (AU retail); BrightLocal, Whitespark, Sterling Sky (Google Business Profile); Adobe Digital Insights, IRI Circana (grocery e-commerce). Ranges reflect typical Australian retail and grocery performance.

The month-on-month picture, grouped by area. A few figures need caveats: May's retail till only recorded the last five days of the month (27 – 31 May), and May's GA4 online-store data only covers the last two days (30 – 31 May) since tracking went live 29 May. Where those windows differ from June's full month, the comparison is noted but not flagged as a real change.

Open the full May dashboard → to see the complete May breakdown in its original interactive form.

Metricool counts each platform's publication as a separate post, so cross-posted creative is counted per platform.

May's 8% was calculated on GA4 events (49 purchase events ÷ 611 begin-checkout events across a 2-day window). June's 64.6% is calculated on unique users (467 purchasing users ÷ 723 unique users who reached checkout across the full month). The two methodologies aren't directly comparable, but both indicate improvement.