Executive Summary Dashboard
Executive Summary Dashboard
The Executive Summary Dashboard is the top-level view of your account. It reports account totals for a period you
choose, measured against a period you compare it to, so you learn whether the business moved and by how much before you
open a channel dashboard to find out why.
Navigation: Dashboards > Executive Summary
What this dashboard does not do
The figures here are account totals. Every card combining advertising data blends your connected platforms into one
number, shown in the source line under the card name.
To compare one advertising platform against another, use the Ads Performance Trend at the bottom of this dashboard,
which takes one source at a time, or open the dashboard for the platform you want.
Use it to check
| Question | Where to look | | ---------------------------------------------------------- |
------------------------------------------------------- | | Did sales move against the previous period? | Gross Sales
card, comparison row | | Are we tracking against the revenue target? | Gross Sales card, target bar | | How much revenue
did every advertising dollar return? | MER card | | How many first-time buyers did we win? | New Customers Acquired card
| | Is revenue growth coming from first-time buyers? | New Customer Revenue series in Revenue & Ad Spend Trend | | Did a
change happen on one day or across the whole period? | Revenue & Ad Spend Trend | | How did one advertising platform
perform day by day? | Ads Performance Trend, using the Source selector | | What does a customer cost against what they
return? | CAC card read against the CLTV card | | Has Juno flagged unusual movement? | Outlier banner at the top of the
page |
The KPI cards
Twelve cards sit at the top of the dashboard in three rows. The source line under each card name lists the systems
feeding it.
| Card | Sources | What it tells you | | ---------------------- | --------------------------------------------- |
----------------------------------------------------------------------------------------------------------------------------------------------
| | Gross Sales | Shopify | Total value of sales in the selected range | | Total Orders | Shopify | Number of orders
placed in the range | | AOV | Shopify | Average order value | | MER | Shopify, Bing Ads, Facebook Ads, Google Ads |
Marketing efficiency ratio. Gross Sales divided by Total Ad Spend. Revenue earned for every advertising dollar spent
across the whole business | | L5 ROAS | LayerFive, Bing Ads, Facebook Ads, Google Ads | Return on ad spend under
LayerFive attribution | | ROAS | Bing Ads, Facebook Ads, Google Ads | Return on ad spend as the advertising platforms
report it | | L5 CPA | LayerFive, Bing Ads, Facebook Ads, Google Ads | Cost per acquisition under LayerFive attribution
| | CPA | Bing Ads, Facebook Ads, Google Ads | Cost per acquisition as the advertising platforms report it | | New
Customers Acquired | Shopify | First-time buyers in the range | | Total Ad Spend | Bing Ads, Facebook Ads, Google Ads |
Combined spend across connected advertising platforms | | CAC | Shopify, Bing Ads, Facebook Ads, Google Ads | Customer
acquisition cost. Total Ad Spend divided by New Customers Acquired | | CLTV | Shopify | Customer lifetime value |
The marketing efficiency ratio and customer acquisition cost formulas above were verified against live figures.
Reading a card
Every card carries the same four parts.
| Part | What it tells you | | -------------- |
------------------------------------------------------------------------------------------------ | | Source line | The
systems feeding the number, listed under the card name | | Source icon | Top right of the card. Two appear across the
twelve cards, a Shopify icon and a square root icon | | Comparison row | The same metric for the period you compare
against, with the percent change | | Target row | Either a target with a progress bar, or the words "No target set" |
The comparison arrow reads green for an improvement and red for a decline, judged per metric. A fall in cost per
acquisition reads green. A fall in Gross Sales reads red.
Reading targets
A card with a target set shows the target value, a progress bar, and a percentage complete. The bar fills as you move
toward the target.
A card with no target set shows the words "No target set" and no bar.
Reading LayerFive attribution against platform attribution
Four cards come in pairs. L5 ROAS sits beside ROAS, and L5 CPA sits beside CPA. Each pair measures the same thing two
different ways, and the two halves will not agree.
| Figure | Where it comes from | | ------------------ | ---------------------------------------------- | | ROAS and CPA
| Each advertising platform, reporting on itself | | L5 ROAS and L5 CPA | LayerFive |
Expect the LayerFive figures to credit advertising with fewer conversions than the platforms claim between them. Read
the direction per pair rather than assuming one set is uniformly higher.
| Pair | How the LayerFive figure reads | | -------------------- |
--------------------------------------------------------------------------- | | L5 ROAS against ROAS | Lower, because
fewer conversions are credited against the same spend | | L5 CPA against CPA | Higher, because the same spend is divided
across fewer credited conversions |
Both differences come from the same cause and point the same way. Neither figure is broken.
Revenue & Ad Spend Trend
Your selected range day by day, with three series.
| Series | Axis | What it tells you | | -------------------- | ----- |
--------------------------------------------------- | | Ad Spend | Right | Daily advertising spend | | Gross Revenue |
Left | Daily revenue | | New Customer Revenue | Left | The portion of daily revenue from first-time buyers |
Hover over any day to see all three figures for the date.
Read the lines against each other rather than on their own.
| What you see | What it suggests | | ------------------------------------------------------------ |
----------------------------------------------------------------------------------------- | | Revenue and spend rising
together | Expected. No action | | Revenue rising while spend holds steady | Efficiency improving | | Spend rising while
revenue holds flat | Efficiency falling. Open Ads Performance Trend to find the platform | | Gross Revenue climbing
while New Customer Revenue stays flat | Growth is coming from existing customers. Check this before increasing
acquisition budget |
Ads Performance Trend
The same period, one advertising platform at a time, with cost plotted against a metric you select.
Source selects the advertising platform.
[Patch point: confirm the full list of options in the Source dropdown. The live dashboard shows Facebook Ads selected,
and the KPI card source lines name Bing Ads, Facebook Ads, and Google Ads. An earlier version of this article listed
TikTok Ads, which remains unverified.]
Attribution selects what is plotted against cost: Ads Clicks, AOV, Conversion Value, Cost/Order, Impressions, ROAS,
Conversions.
Cost reads against the right axis and your selected metric against the left, so the two compare even where the scales
differ widely.
| What you see | What it suggests | | ---------------------------------------------------- |
--------------------------------------------------------------------------------------- | | The two lines tracking each
other | Expected. No action | | The gap between them widening | You are paying more for the same result. Worth checking
the Ad Fatigue agent under Juno | | A single-day spike in cost with no matching movement | Check Notes for a launch or a
budget change recorded on the date |
How to Use the Executive Summary to Make Decisions
1. Set your period and your comparison mode first. The comparison mode changes every percentage on the page, so fix it
before reading anything.
2. Read Gross Sales against its target and against the comparison period. This tells you whether a problem exists.
3. Read MER. One figure for whether marketing pays for itself overall, independent of how any platform attributes.
4. Open Revenue & Ad Spend Trend to learn whether a move happened on one day or across the period. A one-day move often
has a cause recorded in Notes.
5. Open Ads Performance Trend and step through the sources one at a time to find which platform moved.
6. Before changing budget, read the LayerFive pair alongside the platform pair, and read CAC against CLTV to confirm a
new customer still returns more than they cost.
What to Check and When
| When | What to check | | --------------------------------- |
------------------------------------------------------------------------------------------------------------------------------
| | Weekly | Gross Sales and Total Orders against target and against the comparison period | | Weekly | MER, as the
single clearest measure of whether marketing pays for itself | | Weekly | Whether the outlier banner is showing anything
| | Monthly | CAC against CLTV. An acquisition cost approaching lifetime value means you pay nearly as much to win a
customer as they return | | Monthly | New Customers Acquired as a share of Total Orders | | Monthly | Whether your
targets still reflect the current plan | | Before a budget decision | Both attribution pairs, and the CAC against CLTV
comparison | | After a campaign launch or a sale | Revenue & Ad Spend Trend for the days affected, with a note recorded
against the date | | When a number moves sharply | Revenue & Ad Spend Trend first, then Ads Performance Trend |
Troubleshooting
| Symptom | Likely cause | Fix | | --------------------------------------------------------------- |
------------------------------------------------------------------------------------------ |
--------------------------------------------------------------------------------------- | | A card shows no value | The
source is not connected, or no data exists in the selected range | Check the sources listed on the card under
Integrations | | L5 ROAS reads lower than ROAS, and L5 CPA reads higher than CPA | LayerFive credits advertising with
fewer conversions than the platforms claim between them | Expected. No action | | The percent change looks wrong | The
comparison range differs from the one you assumed | Open the date range selector and check the active compare mode | |
Weekly figures swing with no obvious cause | A plain previous-period comparison misaligns the days of the week | Switch
the compare mode to Previous period (match day of week) | | A card reads "No target set" | No target is defined for the
metric | [Patch point: link to wherever targets are set] | | Ad spend records but little revenue is attributed | A
tracking or attribution gap rather than a performance problem | Check your storefront tag is installed and your
Conversions API setup is complete | | Gross Sales does not match Shopify | Different date boundaries between the two
systems | [Patch point: confirm where account timezone is configured before naming a screen here] |
Common Questions
Why do the LayerFive figures differ from what Facebook or Google reports?
Each advertising platform reports on itself, and none of them knows what the others recorded. LayerFive reports across
all of them together. Expect LayerFive to credit advertising with fewer conversions, which reads as a lower return on ad
spend and a higher cost per acquisition. Both sets of figures are doing what they were built to do.
Does adding up what each platform reports give me my total?
No. Platforms report independently, so a sale influenced by two of them is recorded by both. Adding the totals counts
some sales more than once.
Which figure do I share with a client or the board?
Name the source whenever you quote one. Say LayerFive attribution or say the platform name. A figure quoted without its
source invites a challenge you cannot answer later, because the two will not match and both are correct.
The dashboard and Shopify show different sales figures. Which is right?
Check the date range first, and confirm both systems close the day at the same hour. Most differences come from one
system using a different boundary. If the gap survives both checks, raise it with support rather than reconciling by
hand.
Why did the comparison numbers change when I did not touch the date range?
A rolling preset moved. "Last 7 Days" advances every day, and the comparison period advances with it.
What does the outlier banner at the top of the page mean?
Juno found movement outside the usual range for a metric within the last 7 days. Select "Click here to view" to open the
Outliers screen. Treat each one as a prompt to look rather than a verdict, and check the figure yourself before acting
on it.
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