# Advertiser Dashboard

The Advertiser Dashboard provides a detailed view of advertising performance for a selected advertiser. It includes real-time insights, breakdowns across channels, and key performance metrics—designed to help marketers monitor, analyze, and act.

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## Overview

The dashboard consists of the following key sections:

1. **Summary Metrics**
2. **Performance Trend Chart**
3. **Channel-Level Tabs**
4. **Campaign Performance Table**
5. **Global Date Range Selector**
6. **Breakdown Hover Details**

All sections are dynamically updated based on the selected date range and filters.

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## 1. Summary Metrics

At the top of the dashboard, summary tiles give a snapshot of overall performance.

### Tile Features:

- **Metric title**
- **Numeric value**
- **Tooltip (info icon) for explanation**
- **Dropdowns for switching metrics (where supported)**

### Available Metrics:

- **Impressions** – Total ad displays
- **Unique Impressions** – Count of unique users who saw an ad
- **Clicks** – Total ad clicks
- **Spent** – Total spend in the period
- **CPM** – Cost per 1,000 impressions
- **CPC** – Cost per click
- **CTR** – Click-through rate
- **eCPC** – Effective cost per click (across mixed buying models)
- **eCPM** – Effective cost per 1,000 impressions
- **Viewability** – % of impressions considered viewable
- **Sales** – Total sales driven by the campaigns
- **Orders** – Total number of customer orders
- **CPA (Cost per Acquisition)** – Spend divided by number of conversions/orders
- **ROAS (Return on Ad Spend)** – Sales divided by spend
- **Conversion Rate** – Orders divided by clicks

Tiles update instantly based on the selected advertiser and date range. _(All of above can be configured and hidden)_

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## 2. Performance Trend Chart

Below the summary tiles is a line graph visualizing performance trends.

### Features:

- **X-Axis**: Time (by day)
- **Y-Axis**: Metric value
- **Selectable Metrics**: Overlay up to four metrics at once
- **Hover Details**: See exact values per metric per day
- **Smooth transitions** between metrics
- **Multi-metric comparison**: Analyze relationships (e.g. CTR vs. CPC)

This chart enables fast visual diagnostics of spikes, dips, and anomalies.

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## 3. Channel-Level Tabs

Further down, the dashboard includes segmented breakdowns per media channel. This view allows advertisers to isolate results by platform.

### Available Channels:

- Meta
- Google
- Google Ad Manager
- Adform
- Xandr (to be deprecated: Microsoft Ads)
- Kevel

Each channel tab contains:

- **Metric tiles specific to that channel**
- **Mini trend chart**
- **Metrics include**: Impressions, Unique Impressions, Clicks, Spent, CTR, CPC, eCPC, CPA, ROAS

This makes cross-channel analysis intuitive and actionable.

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## 4. Campaign Performance Table

A campaign summary table appears below the visualizations.

### Key Columns:

- **Status toggle** (on/off)
- **Campaign name**
- **Channel** (e.g., Meta, Display)
- **Impressions**
- **Clicks**
- **CPC**
- **CTR**
- **CPM**
- **End Date**
- **Budget Progression** (visual bar)

### Features:

- **Status Filters**: Tabs for Active, Paused, and Completed campaigns
- **Search bar**: Filter by campaign name
- **Advanced filters**: Status, channel, date, etc.
- **Sorting**: Click any column to sort ascending/descending
- **Pagination**: Adjustable rows per page

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## 5. Date Range Selector

A global date picker controls all metrics and charts across the dashboard.

### Preset Options:

- Today
- This week
- Last 7 days
- Last 30 days
- This month
- Last month
- This year
- Last year
- Lifetime

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## 6. Breakdown Hover Details

Hovering over the trend chart reveals:

- **Impressions**
- **Clicks**
- **CPM**
- **CTR**
- **Unique Impressions**
- **Sales, Orders, CPA, ROAS, and Conversion Rate** (where supported)
- Channel-specific breakdowns (if a tab is selected)

Tooltips display daily values for precise day-by-day comparison.

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## Summary

The Advertiser Dashboard in Console offers full-funnel visibility - from top-of-funnel impressions to bottom-line return on spend. It supports channel-specific analysis, performance monitoring, and tactical planning.

It’s built for marketers who want clarity, not clutter.