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Executive Summary Dashboard

Last updated on Jun 03, 2026

Overview

The Executive Summary dashboard provides a high-level overview of business and marketing performance across connected data sources. It is designed to help teams quickly monitor KPIs, analyze trends, and evaluate campaign performance from a single dashboard.

Here's a snapshot of what the Executive Dashboard looks like:

Accessing the Executive Summary

Steps

  1. Navigate to Dashboards

  2. Select Executive Summary

Date Range Selector

The date range selector allows you to control the reporting period displayed across the dashboard. You can choose two ranges to compare performance overtime between one time period and another.

KPI Summary Cards

The KPI cards display core business and marketing metrics.

Available Metrics

Metrics include:

  • Gross Sales

  • Total Orders

  • AOV

  • MER

  • L5 ROAS

  • ROAS

  • L5 CPA

  • CPA

  • CAC

  • CLTV

  • Total Ad Spend

  • New Customers Acquired

KPI Card Indicators

Each KPI displays:

  • Current value

  • Percentage change

  • Comparison against previous period

  • Positive or negative trend indicators

Positive Performance Indicators - Green values typically indicate improvement compared to the previous reporting period.

Negative Performance Indicators - Red values typically indicate a decline compared to the previous reporting period.

Revenue & Ad Spend Trend

The Revenue & Ad Spend Trend chart visualizes revenue and advertising spend performance over time.

Metrics Displayed

The chart shows::

  • Ad Spend

  • Gross Revenue

  • New Customer Revenue

Chart Features

  • Multi-line trend comparison

  • Daily or period-based tracking

  • Revenue vs spend analysis

  • Hover interactions for detailed values

Ads Performance Trend

The Ads Performance Trend section helps analyze advertising performance trends across platforms.

Source Selection

Use the Source dropdown to select the advertising platform for analysis.

Example Sources

  • Google Ads

  • Meta Ads

  • TikTok Ads

  • Bing Ads

Key KPIs

Use the KPI selector to switch between different performance metrics.

Available KPIs

  • Ads Clicks

  • AOV

  • Conversion Value

  • Cost/Order

  • Impressions

  • ROAS

  • Conversions

Trend Visualization

The trend graph updates dynamically based on:

  • Selected source

  • Attribution metric

  • Date range

This helps identify performance changes and advertising trends over time.

Dashboard Insights

The Executive Summary dashboard can help identify:

  • Revenue growth trends

  • Marketing efficiency

  • Customer acquisition performance

  • Advertising profitability

  • Changes in campaign effectiveness

Common Use Cases

Executive Reporting

Use the dashboard to provide leadership teams with a quick business overview.

Paid Media Monitoring

Track advertising efficiency across platforms and campaigns.

Revenue Analysis

Monitor revenue changes alongside ad spend and customer acquisition.

Marketing Performance Reviews

Analyze performance trends during weekly or monthly reviews.

Best Practices

  • Review KPIs regularly for trend changes

  • Compare performance across consistent date ranges

  • Monitor ROAS, CPA, and CAC together for better context

  • Use attribution filters to isolate performance drivers

Troubleshooting

Dashboard Not Updating

Verify:

  • The selected date range is valid

  • Connected data sources are syncing correctly

  • Browser caching is not affecting updates

Missing Metrics

Ensure:

  • Required integrations are connected

  • Metrics are enabled within reports

  • Data sources contain active reporting data

Incorrect Trend Data

Check:

  • Attribution settings

  • Source selection

  • Comparison date ranges

Recommended Metrics to Monitor

Revenue Metrics

  • Gross Sales

  • AOV

  • CLTV

Advertising Metrics

  • ROAS

  • CPA

  • CAC

  • Ad Spend

Customer Metrics

  • Total Orders

  • New Customers Acquired

  • Conversion Value

Additional Resources