Shilajit UK: £430k in Lifetime Revenue, and the Tracking Bug That Hid It
£430k in lifetime revenue, 10,800 customers — and a broken tracking setup that made a working business look like a failing one for months.
This case study is a work in progress — the numbers below are real, the full write-up is still being drafted.
The problem
Shilajit UK has done £430,000 in lifetime revenue across 10,800 customers since 2018 — self-funded, no outside investment. For a stretch of months, the analytics told a different story: a business that looked like it was dying, when it wasn’t.
What was actually broken
A misconfiguration in the tracking setup was under-reporting real orders, making genuinely healthy trading periods look like a collapse in the dashboards. The full breakdown of what broke, how it was found, and the fix is coming in a follow-up post.
What happened
Once the tracking was corrected, the numbers lined back up with reality — and the underlying business was never the problem. The lesson: verify what your analytics are telling you against your actual order data before you make decisions off it.
What I’d do differently
Placeholder — the specific audit steps, the root cause, and the exact fix will be documented in full shortly.