Analytics & reporting

One promise holds everything together: one calendar of truth. The Dashboard, Analytics, and the Flash Report read the same warehouse and count the same dollars for the same days – to the cent. Pick a date range on any of them and the same question gets the same answer on every page.

Dashboard – the daily read

The Dashboard opens with The Brief – a short, written summary of where things stand, with one recommended move as a button. Under it:

• A date range picker (7d / 30d / 90d presets, or any calendar range).
• Four headline numbers: Revenue (with a 12-month sparkline and goal pace), Customers in lifecycle, Messages sent, and your ad performance or estimated incremental revenue.
• Customer lifecycle, Orchestration (your live journeys), and Predictive insights (churn, propensity, next best action).
• A channel performance table that follows the money end to end: impressions → clicks → conversions → spend → revenue → ROAS.

Analytics – Revenue and Web

Analytics has two tabs.

Revenue is the money view: total revenue with the change against the equal prior period, then orders, average order, customers, new customers, and repeat rate. Three readouts do the thinking for you – Concentration (how much of revenue one channel carries), Momentum (latest full month vs the prior one), and Media economics (spend, blended ROAS, CAC). Below: revenue over the last 12 months, where revenue comes from by channel, ad spend efficiency by platform (once spend is flowing), top campaigns by revenue, and the All purchases ledger – every order, searchable, with its channel and campaign attached.

Web is your website analytics, powered by the Website SDK – no Google Analytics tag needed. Four reports: Overview (visitors, pageviews, sessions, bounce, top pages, sources, devices, countries), Engagement (scroll depth, CTA clicks, rage clicks, exit intents, form behavior), Campaigns (UTM-attributed visitors plus visits from links this platform published), and Vitals (Core Web Vitals per page, with p75 values). A device switch – All / Desktop / Mobile / Tablet – re-cuts every report, and all of it is first-party data from your own site.

Flash Report – the weekly traffic lights

The Flash Report is the week-over-week readout: green when a metric is up more than 10%, lime for modest gains, orange for small declines, red below −10%. Two views:

• Executive – headline summary, management commentary (performance drivers, risks, decisions required, outlook), the finance-style cockpit (revenue, spend, ROAS, purchases), the customer growth engine (new / returning / reactivated / lapsed), and a KPI table where you can set plan targets and track vs Plan alongside vs Previous.
• Channels – the traffic-light matrix by channel and by content type across this week, last week, and the week before.

Report on a calendar month or any custom period; the comparison is always the equal-length period before it. Past periods can be closed into immutable snapshots under Closed reports.

MMM – where the next dollar works hardest

Marketing mix modeling is the finance-grade layer: modeled incremental contribution per channel, saturation analysis, average versus marginal ROAS (what the average hides), and a budget laboratory – enter an annual media budget and see the modeled revenue and the reallocation that earns it. Models run only when your data passes five readiness gates, every run is frozen and independently reviewed, and the whole capability is part of the enterprise plan – if that's you, talk to us.

Track – the pulse

Track answers "how is everything doing, and what needs me today?" – a channel scorecard with working/watch patterns, an executive summary, alerts, and two honest tables: Campaigns – ratings vs money (what your team thinks next to what the warehouse says the campaign earned) and Channels compared (ratings, synced platform metrics, and tracked-link clicks side by side).

What's Working – teach it your taste

Rate what ships – great, okay, or poor – and the platform learns. Ten ratings unlock detected patterns ("carousel posts on LinkedIn outperform for you"), which feed both the Track scoreboard and what the AI generates next. It's the feedback loop that makes month three better than month one.

How attribution works

Plain rules, no magic:

• Every purchase carries a source (from your UTM tags or import) and a campaign name – that's what ties revenue to a channel and a campaign.
• Ad spend carries its platform and campaign name – lining spend up against revenue is what produces ROAS and CAC.
• Links published through the platform carry a tracked-link tag; the Website SDK recognizes it on arrival and attributes the visit – and everything that follows – back to the post that earned it.