Executive Summary
Revenue, orders, and ad performance across channels
KPI Highlights
Ecommerce Revenue ⓘ
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MER ⓘ
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Total Ad Spend ⓘ
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Total Orders ⓘ
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AOV ⓘ
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CAC ⓘ
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Dalen.com Conversion ⓘ
Conversion Rate ⓘ
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Add-to-Cart Rate ⓘ
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Spend vs Revenue Trends ⓘ
Revenue by Channel
Channel Breakdown
| Name | Orders | % Change | Revenue | % Change | Ad Spend |
|---|
Orders + AOV by Channel ⓘ
Orders
Average order value
Data coverage ⓘ
Products
Product performance, channel coverage, and strategic priorities
| Product | Units | Revenue | Change | Category | SKU | Margin | Inv | Issues | Costco | Home Depot | Lowe's | Dalen.com | Walmart | Wayfair |
|---|
Reports
Revenue vs same period last year ⓘ
Closed periods ⓘ
| Period | Revenue | Orders | Units | Ad Spend | MER | AOV | CAC |
|---|
Traffic & Analytics
Website traffic and behavior from GA4
Traffic Metrics
Page Views
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Sessions
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Active users
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New users
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Bounce Rate
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Avg Session
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Trends
Sessions over time
Active & new users over time
Content & Sources
Traffic Sources
Channels use your GA4 property’s custom channel group when one exists (Admin → Channel groups); otherwise Google’s default session channel group. Buckets follow the rules you set in GA4.
| Channel | Sessions | % Chg | Users |
|---|
Top Pages
| Page | Pageviews | % Chg | Users | Avg Duration |
|---|
Paid Media (Pixel Data)
Cross-channel advertising performance at a glance.
Total Ad Revenue ⓘ
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Platform-Reported ROAS ⓘ
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Total Ad Spend
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Total Conversions
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Total Impressions
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Total Clicks
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Channel Summary
Spend vs Ad Revenue by Channel
Avg CPC
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Conv. Value
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CTR
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Trend Charts
Impressions
Clicks
Click-through rate
Spend & Platform-Reported Revenue ⓘ
Return on ad spend
Campaigns
| Channel | Campaign | Type | Spend | Impressions | Clicks | CTR | Conversions | Conv. Value | ROAS |
|---|