KPI cards
KPI cards are the row of metric summaries across the top of your dashboard. They give you a quick read on the numbers that matter most.
When you’d use this
Section titled “When you’d use this”Refer to your KPI cards when you want to check headline performance metrics without opening a full report.
What each card shows
Section titled “What each card shows”Your dashboard displays the following KPI cards:
| Card | What it measures |
|---|---|
| Spend | Total ad spend across your connected advertising platforms (Google Ads, Meta). |
| Clicks | Total number of clicks your ads received. |
| Impressions | Total number of times your ads were shown. |
| Leads | Total leads tracked through your connected platforms (form submissions, calls, chats). |
| Conversions | Total conversion actions recorded by your ad platforms. |
| ROAS | Return on ad spend — how much conversion value you earned for every dollar spent. |
Calculated ratios
Section titled “Calculated ratios”Some metrics on your dashboard are calculated from the raw numbers rather than pulled directly from a platform:
- CTR (click-through rate) — Clicks divided by impressions. Tells you how often people who saw your ad clicked on it.
- CPL (cost per lead) — Spend divided by leads. Tells you how much each lead cost on average.
- ROAS (return on ad spend) — Conversion value divided by spend. Tells you the revenue return for every dollar of ad spend.
- Conversion rate — Conversions divided by clicks. Tells you how often a click turned into a conversion.
These ratios are computed at the time you view the dashboard. They are never stored as raw data, so they always reflect the exact date range and location you have selected.
Period comparison
Section titled “Period comparison”Each KPI card includes a comparison to the previous period. If you’re viewing the last 30 days, the comparison shows the 30 days before that. The change is displayed as a percentage so you can quickly see whether a metric is trending up or down.
Filters apply to all cards
Section titled “Filters apply to all cards”KPI cards respond to both the date range selector and the location selector at the top of your dashboard. When you change either filter, every card recalculates to reflect your selection.