The KPI band
Near the top of a client's Overview sits a row of metric tiles — the client's vital signs. For most clients that's:
Revenue
Ad Spend
Traffic
CVR (conversion rate)
MER (revenue divided by spend)
AOV (average order value)
Total CPA (cost per order)
Each tile shows the current figure and how it's trending, with color indicating whether the move is good or bad for that metric — a falling CPA is green, a falling Revenue is not.
Note: Clients with a B2B business model see a pipeline-focused set instead — closed-won revenue, spend, leads, SQLs, win rate, average deal size, and cost per won deal — telling the same story in the language of a sales pipeline.
Comparing against the right baseline
Tiles can be compared against different baselines: the prior period, the same period last year, or the client's goal. Goals come from the targets configured under Metrics in the left rail, so the "vs Goal" view reflects what you and the client actually agreed to.
The per-channel split
Hover (or keyboard-focus) the Revenue tile and a popover breaks the number down by channel, so you can see where the revenue is actually coming from:
Open the client's Overview.
Hover the Revenue tile.
Read the split — each channel with its share of the tracked total.
Where the data supports it, the popover offers two cuts you can toggle between:
Marketing channels — revenue by acquisition channel grouping (paid search, paid social, organic, email, and so on).
Shopify sales channels — revenue by where the sale happened, for clients with a connected store.
What's included
The split covers the same time window as the tile itself, so the breakdown always reconciles with the headline number.
Totals-based metrics (like Revenue and Spend) show each channel's share with bars and percentages.
Rate metrics (like MER, AOV, CPA, CVR) show the per-channel rate instead — bars sized relative to the largest, with no percentages, because rates don't add up to a total.
Only channels with tracked data appear. Revenue from sources that aren't connected won't show in the split — if the breakdown looks thin, check the client's data coverage.
Tip: Revenue isn't the only splittable tile — Spend, Traffic, MER, AOV, CPA, and CVR support the same hover. It's a fast way to answer "which channel is dragging this number?" without leaving the page.