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.
Shilajit UK has done £430,000 in lifetime revenue across 10,800 customers since 2018 — self-funded, no outside investment.
The problem
For a stretch of months, the analytics told a different story from the underlying business: the dashboards suggested a collapse in orders during a period when the business was not, in fact, failing.
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.
What happened
Once the tracking was corrected, the numbers lined back up with reality — 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
Investigate a sudden reported decline against order and payment records before treating the dashboard figure as fact. A conversion number that moves sharply without a corresponding change in the business is a signal to check the measurement first, not the marketing.