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A Braxley customer wearing the Coastal stretchy band

Braxley Bands

How Goose found 16 leaks in 8 days
Case study

Oct 2026

( 01 )About the brand

Braxley sells stretchy Apple Watch bands.

Braxton and Zach Manley started it in Austin. They sell on Shopify and Amazon, and run Meta ads and Klaviyo emails.

Eleven Braxley stretchy watch bands in a row

$39.99

a band

150,000+

customers

Shopify + Amazon

where they sell

( 02 )How Goose works

Goose reads their numbers every morning.

When a number changes, Goose checks a second source to find out why. Then it sends the fix in Slack.

One morning's check, 24 Oct

  1. read
    ShopifyMetaKlaviyoAmazon
  2. spot

    Orders with the welcome code fell from 53 a week to 7.

  3. check

    Klaviyo shows no popup sign-ups since 25 Sep. The popup had changed.

  4. tell

    Sent to Braxley in Slack, with one fix.

( 03 a )What Goose found

Swapping the popup cost them $7.3K a month.

The old popup gave shoppers a discount code for their email. In September it was swapped for a giveaway. Sign-ups from the popup fell to zero, and so did sales from the code.

−$7.3K

a month in sales from the code, August vs October

Fix: Put the discount popup back

KlaviyoShopify

The popup swap on 24 Sep

August

Welcome code popup

EmailGet my code
Popup signups a week
~325
Welcome-code sales
$7,374

October

Monthly giveaway popup

EmailEnter to win
Popup signups a week
0
Welcome-code sales
$88

( 03 b )What Goose found

Their ads showed a band that was sold out.

Two Meta ads showed the Jazz band. Its big size was sold out on the website, so shoppers who clicked couldn't buy it.

$550

spent on those two ads in one week

Fix: Restock Jazz in Shopify

MetaShopify

Two ads and the page they lead to

Braxley's static Meta ad showing the Jazz bandJazz
Braxley's video Meta ad showing the Jazz band on a wristJazz
The two ads, both still running on 31 Oct
Jazz product page with the big watch size picked and a Notify me when available buttonBig size pickedNo buy button: sold out
Where both ads lead

( 03 c )What Goose found

The ads reached men, but women are the buyers.

In July, women saw most of the ads and made most of the orders from them. By October, men saw 68% of the ads.

−41%

orders from Meta ads, September to October

Fix: Make the ads for women again

Meta

Women's share of Braxley's Meta ads

of ad viewsof ad purchases
Jul
63%
68%
Aug
43%
56%
Sep
35%
44%
Oct
30%
42%

( 03 d )What Goose found

The sale budget stayed on after the sale.

Amazon ad spend tripled for Prime Big Deal Days, and it paid off. Each extra $1 brought back $5.21. After the sale the spend stayed high, but each extra $1 brought back $0.99.

$0.99

back for each extra $1 after the sale

Fix: Lower the Amazon budget

Amazon Ads

Amazon ad spend, $ a day

Prime Big Deal Days, 6–8 Oct$83Before$277Sale$168Week after$245From 15 Oct
Amazon ad spend was 83 dollars a day before the sale, 277 during it, 168 the week after and 245 a day from 15 October.
$5.21$0$0.99

back in ad sales for each extra $1

( 03 e )What Goose found

Their cart email went only to bots.

The founders added a filter to keep bots from getting the first cart email. It was set the wrong way, so only bot-like addresses got it and real shoppers got nothing.

767

real shoppers who never got it, 2 to 27 Oct

Fix: Fixed on 29 Oct

Klaviyo

Cart email 1, after checkout starts

filter: email matches [0-9]{7}@

What the filter was meant to do

Bot-like emailsBlocked
Real shoppersGet email 1

What it did, 2 to 28 Oct

Bot-like emailsGot email 196 sent
Real shoppersSkipped767 skipped
Email 1 sales a week, before
$76
With the filter on
$12

( 04 )How it connects

Each leak sat in a different tool.

Goose looked at all of them together and found what caused each one.

  1. Klaviyo · ShopifySign-ups fell to zeroPopup swapped for a giveawayFix: Bring the code back
  2. Meta · ShopifyAds on a sold-out bandStock not in ShopifyFix: Restock Jazz
  3. MetaAd orders down 41%Ads shown to menFix: Ads for women
  4. Amazon Ads$0.99 back per $1Sale budget left onFix: Lower the budget
  5. KlaviyoShoppers got no emailFilter set the wrong wayFix: Fix the filter

( 05 )Where it stands

All 16 leaks are fixed.

Next, Goose checks how much each fix brings back.

  1. 24 Oct

    Popup flagged

    ( GooseWorks )

  2. 27 Oct

    First findings sent

    ( GooseWorks )

  3. 28 Oct

    Findings reviewed

    ( Braxley )

  4. 29 Oct

    Cart email fixed

    ( Braxley )

  5. 31 Oct

    Sold-out ads flagged

    ( GooseWorks )

  • Welcome code back on

    Goal: 40+ code orders a week again

  • Jazz restocked in Shopify

    Goal: No ad money on sold-out sizes by 27 Nov

  • Ads made for women

    Goal: Women back above 40% of views

Find your leaks before Black Friday.

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