Work · Interactive example
Your ad report says one thing. Your till says another.
A Performance Dashboard that lives in the team’s chat and puts real revenue next to what the ad platform claims, store by store, with the break-even line drawn in. Click through a working replica below.
The outcome: stop paying for sales you already had, and put the budget where orders really come from.
What changes for the team
Three habits it replaces
- 01
Cut spend that never comes back.
A campaign can burn a few hundred euros in three days with zero orders while the ad platform still reports conversions. The dashboard flags it the day it happens, not at month end.
- 02
Scale what really pays.
Real ROAS is measured against each store’s own break-even, so a green icon means money in, not a flattering platform number.
- 03
Stop arguing whose number is right.
Real revenue and the platform’s claim sit side by side, with the gap named. The meeting moves on to what to do about it.
Try it
A working replica, with invented numbers
Switch stores, change the period, edit the break-even line, open the reports. Everything recalculates in your browser. Nothing is sent anywhere.
Ads Performance
Overview All stores · 7 days
Daily trend
Bars: real revenue per day. Bars below the dotted line did not cover ad spend at your break-even.
Campaign health 5 below break-even1 to watch5 healthy
All store orders: 1,195 · €194,062 · 10.05× on ad spend
Includes 164 orders that arrived with no ad click: direct visits, email, plain search. Ads get no credit for them, so they stay out of the ROAS above.
How is revenue counted?
Real revenue: orders the store matched to a campaign. Gross: the same orders before discounts. Collected: what customers actually paid, shipping and tax included. Ads are judged on the first one. €230,933
The last 3 days are still settling. The ad platform keeps attributing conversions for a few days, so its number rises later. Read recent days as a floor, not a verdict.
Spend pacing 59% of the day has passed (14:07)
€1,816 of €3,670 daily budget · 49% used · on track for €3,077 (84%)
Real ROAS today 8.33× · ads report 5.35×
Running ahead of budget: Shopping · New arrivals
By store
Needs attention
Consent and coverage
67.5% of sessions allow ad measurement
- Accepted 38,408
- Declined 15,363
- No answer 3,129
- Sessions 56,900
- Banner blocked 1,992
Visitors who decline cannot be measured by the ad platform. Their orders still reach the store, which is one reason real ROAS runs above ads ROAS.
About €34,688 (214 orders) in this period came from visitors the ad platform could not see. An estimate, not a measurement.
Details Open a report
Every number in this window is invented. The real dashboard shows each store’s own figures, and only to its team.
Honest by design
Three things it refuses to hide
Recent days are provisional.
The ad platform keeps attributing conversions for about three days. Until then its number is low, so recent days carry a note instead of a verdict.
Consent gaps are counted.
Visitors who decline tracking are invisible to the ad platform. The dashboard shows how big that blind spot is, and labels the estimate as an estimate.
Orders without an ad click stay separate.
Direct, email and plain search orders get their own line. Ads take no credit for them, so the ROAS stays honest.
What it deliberately doesn’t do
Limits, stated up front
- It does not change your campaigns. It reads, calculates and tells you where to look.
- It does not guess attribution. It shows two numbers and the gap between them.
- It does not hide the delay. Recent days are labeled provisional.
- It does not dress a target ROAS suggestion up as a promise. With under two weeks of spend, the advice says it is directional.
- It does not run on invented data in real life. This page uses made-up numbers because the real ones are under NDA.
How it works
Plain plumbing
Ad spend arrives from the ad platform every hour. Orders come from the store and are matched to campaigns by their tags. The result is posted into the team’s chat, where a few buttons change the store and the period.
Want your own numbers in this shape?
Tell us which report your team argues about. We will build the one that ends the argument.