Overview
The Executive Summary dashboard gives a single-page view of business and marketing performance across every connected data source. Use it as your first stop for a health check, a leadership update, or spotting a trend before it shows up somewhere else.
Here's a snapshot of what the Executive Dashboard looks like:
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Access
Go to Dashboards. Select Executive Summary.
Date range selector
Set two date ranges to compare performance period over period. Every card and chart on the dashboard updates against both ranges at once.
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KPI summary cards
| Metric | What it measures |
|---|---|
| Gross Sales | Total revenue before deductions |
| Total Orders | Order count for the period |
| AOV | Average order value |
| MER | Total revenue ÷ total ad spend, blended across all channels |
| L5 ROAS | Revenue ÷ ad spend, using LayerFive's attribution model |
| ROAS | Revenue ÷ ad spend, using the ad platform's self-reported attribution |
| L5 CPA | Cost per acquisition, using LayerFive's attribution model |
| CPA | Cost per acquisition, using the ad platform's self-reported attribution |
| CAC | Total acquisition cost per new customer, including non-ad spend |
| CLTV | Projected lifetime value per customer |
| Total Ad Spend | Combined spend across connected ad platforms |
| New Customers Acquired | Count of first-time customers in the period |
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L5-prefixed metrics and their non-prefixed counterparts will not match. That's expected, not an error. The gap between them is the attribution gap: how much the platform is over- or under-crediting itself versus LayerFive's cross-channel model. If a customer asks why their Meta ROAS in LayerFive doesn't match Meta Ads Manager, this is the answer.
Each card also shows percent change and a trend indicator against the comparison period. Green means improvement, red means decline, relative to the prior period only, not to a fixed target.
Revenue & Ad Spend Trend
Line chart comparing Ad Spend, Gross Revenue, and New Customer Revenue over time. Hover any point for exact daily or period values.
Use this chart to check whether revenue growth is coming from new customers or repeat customers, and whether spend increases are actually converting into revenue in the same period or lagging behind it.
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Ads Performance Trend
| Control | Options |
|---|---|
| Source | Google Ads, Meta Ads, TikTok Ads, Bing Ads |
| KPI | Ad Clicks, AOV, Conversion Value, Cost/Order, Impressions, ROAS, Conversions |
Chart updates based on selected source, KPI, and date range. Use this to isolate one channel's performance instead of reading it blended into the top-level cards.
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What to check and when
| Situation | Where to look |
|---|---|
| Leadership wants a fast business health check | KPI Summary Cards |
| Revenue is up but margin feels tight | MER and CAC together, not ROAS alone |
| One channel underperforming, unclear which | Ads Performance Trend, filter by Source |
| Customer questions a platform ROAS number | Compare L5 ROAS to ROAS for the attribution gap |
| Spend increased, unclear if it paid off | Revenue & Ad Spend Trend, check lag between spend and revenue lines |
Troubleshooting
| Issue | Check |
|---|---|
| Dashboard not updating | Date range is valid. Connected data sources are syncing. Clear browser cache. |
| Metrics missing | Required integrations are connected. Metric is enabled in report settings. Data source has active reporting data for the period. |
| Trend data looks wrong | Attribution settings. Source selection. Both comparison date ranges are set correctly. |
Related dashboards
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Meta Performance Dashboard
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Google Performance Dashboard
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Shopify Order Analytics Dashboard
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Cohort Analysis Dashboard