The dashboard describes KPI trends over time using a range of dimensions and metrics, allowing brands to understand business performance in granular detail.
Why would you use this dashboard?
View and compare KPI trends over time to understand and report directional business performance
Use the KPI period comparison feature to quickly get a sense of whether key KPI performance has increased or decreased versus the equivalent previous period
Each KPI shows the main data point for the selected period. Below it, a visual indicator displays the KPI's movement - presented as both a percentage change and a raw value change. The colour indicating whether the change is trending positively or negatively.
This comparison is made against either the previous equivalent period or a custom date range. For example, 'Last 30 days' will compare against the preceding 30 days unless a custom date range is active (ideal for year-on-year analysis).
Performance Over Time Chart
Describes top line business performance, inclusive of all channels and sources.
Use the Performance chart to understand how key KPIs are trending across time and see how performance has tracked versus your brand’s target for the selected KPI during this period.
The default load state includes:
Lead KPI trend for the period selected
Lead KPI trend for the equivalent previous period
Compare Feature:
Click 'compare' to conduct analysis of against differing KPIs and how they trend alongside each other over time.
'Mirror Filters' allows you to capture the same filters selected above for reporting ease.
Available KPIs:
CPP
CAC
ROAS
Conversion
Revenue
AOV
Cost
New Conversion
Subscription Conversion
Clicks
Impressions
CTR%
CPM
Comparison KPIs
The comparison KPIs feature a selection of the most important KPIs for tracking marketing performance.
Visits
Conversions
Revenue
Cost
CPP (Cost Per Purchase)
ROAS (Return on Ad Spend)
AOV (Average Order Value)
New Conversion
CAC (Customer Acquisition Cost)
Subscription Conversion
Clicks
Impressions
CPM
CTR%
Default Features:
The previous period is shown to provide context of performance vs the period used for comparison on the Comparison KPI feature. To turn this feature off, you can use the Hide Previous Period radio button in the selector/filter section of the dashboard.
Custom Date Range Comparison:
You can select a custom date range (which will default to the same length of period just before your comparison period), or set a custom date range comparison.
Compare platforms and campaigns in tabular view
Access the raw data for each channel in a customizable table, perfect for tailoring to your specific reporting needs
Example Use Case:
Daily reporting: While it is crucial to use daily numbers for reporting purposes only, as due to data lags with GA4, yesterdays numbers may still change. Nevertheless, the reporting dashboard allows you to review and track daily performance which is useful for monitoring immediate results (e.g., post-campaign launch, during events, or for spotting anomalies quickly). Many users run daily checks, especially during critical periods like Black Friday or major promotions.
Weekly/monthly reporting: Compare the current week/month to the same period last year for year on year analysis. Monthly reporting typically involves summarizing trends, comparing performance MoM or YoY, and preparing business updates for management or leadership. Saved views or pre-set date filters can make this much quicker.
Yearly/period-on-period reporting: Users routinely compare performance for the same month this year vs. last year, or use annual data to identify seasonality, set benchmarks, or assess strategy shifts. There are features for rolling up data to monthly or yearly granularity to analyse long-term trends without daily noise.
Custom date granularity: In dashboards, you can set the date granularity to daily, weekly, monthly, or yearly- making the tables and charts aggregate accordingly for your preferred reporting period.