Dashboard
The Dashboard is a summary screen covering all campaigns. It gathers in one place the key metrics, trend charts, the spend breakdown by geo and offers, and the tops of your best bundles. It is the first thing you see when you log in, and a quick answer to the question "how are things going right now?".
All data on the screen is calculated for the period selected in the header. Most metrics are additionally compared with the previous period of the same length (trend).
Period
On the right side of the header you select the period for which all the figures on the screen are shown. When you change the period, the whole dashboard is recalculated: KPI, charts, pies and tops.
The "previous period" for the trend is picked automatically — it is a segment of the same length right before the selected one (for example, if a week is selected, the comparison is against the week before it).
KPI cards
The top row is the set of tiles with key metrics. Under each number a trend is shown: how much the metric grew or dropped relative to the previous period (green — growth, red — decline) and a compact value for the previous period (after "vs"). If there is nothing to compare with, a dash "—" is shown instead of the trend.
The cards come in this order:
- ROAS — return on ad spend: the ratio of revenue to spend. Highlighted by color: green at ROAS from 1.2, orange in the 1.0–1.2 zone, and red below 1.0 (running at a loss).
- Revenue — total payout from deposits for the period.
- Spend — total ad spend.
- Profit — profit (revenue minus spend). Green in the plus, red in the minus.
- Clicks — number of clicks.
- Regs — number of registrations.
- Deps — number of deposits.
- Installs — number of installs.
- CTR — click-through rate: the share of clicks out of impressions.
- C2R — conversion from click to registration.
- C2D — conversion from click to deposit.
- I2R — conversion from install to registration.
- I2D — conversion from install to deposit.
- R2D — conversion from registration to deposit.
- C2I — conversion from click to install.
ROAS and Profit are the fastest health indicators. If ROAS is red and Profit is in the minus, go down to the tops below to find which bundles are dragging the result down.
On a phone not all cards are shown at first — tap the button below them to expand the full list.
Charts
Below the KPI are the trend charts for the period. The granularity (hourly or daily) is picked automatically depending on the length of the period.
- Spend vs Revenue — spend and revenue on a single scale. Helps you see where revenue outpaces spend and where it lags behind.
- Profit — profit per period as bars. Bars above zero are a plus, below — a minus; the dashed line marks the zero level.
- Funnel: Clicks → Installs → Regs → Deps — four funnel lines on a single chart: clicks, installs, registrations and deposits. You can see at which step most users are lost.
- Efficiency: ROAS / CTR / C2D / C2R — the dynamics of the key ratios. The red line at level 1 is the break-even point for ROAS.
Spend by geo and offers
Below the charts are two pie charts and a unit-economics block.
- Spend by Geo — which countries the spend goes to. In the legend countries are shown with flags.
- Spend by Offers — the distribution of spend across offers.
- Unit Economics: CPA / EPC — the dynamics of the cost per target action (CPA) and the revenue per click (EPC) for the period.
Top 5
At the bottom of the screen are the tops of the best (or worst) entities. Above them the Top 5 by switch sets the metric by which all the tops are built and sorted at once:
- ROAS — by return on ad spend.
- Profit — by profit.
- Loose — by loss (shows what is going into the minus the most).
- Spend — by spend.
- Revenue — by revenue.
Each top row shows the entity name, next to it — the Spend / Revenue of that row, and on the right — the value for the selected metric. Rows are clickable: click a row to go to the card of that entity.
The tops are grouped into two rows:
First row:
- Geo — countries (with flags).
- Campaigns — tracker campaigns.
- Networks — ad networks (with logos).
- Offers — offers (with geo flags).
- Ad campaigns — traffic-source campaigns (with the source icon, for example Facebook).
Second row:
- Ads — individual ads (with previews).
- Creatives — creatives (with previews).
- PWA — PWA apps (with the app icon).
Switch the metric to Loose to quickly see which bundles are burning budget and decide what to turn off.