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Tool · 02 · Dashboard

The picture of the business

Your store connected read-only and one leading metric: real ROAS on net sales — the store's net sales divided by ad spend, with Meta's coming in on its own. Orders, average order value, repeat customers and where each sale came from, always compared against the previous period. It updates itself every night. And if a figure is incomplete, the screen says so: it is never filled in with an estimate.

testmia · dashboard · the picture of the business
Example
Revenue+16.7%
USD 16,800
Previous period · USD 14,400
CurrentPrevious period
Average order value+4.9%
USD 82
Previous period · USD 78
CurrentPrevious period
Conversion rate+8.9%
1.9%
Previous period · 1.8%
CurrentPrevious period
ROAS+11.1%
3.4
Previous period · 3.1
CurrentPrevious period
Sessions+11.3%
9,740
Previous period · 8,750
CurrentPrevious period
Repeat rate+13.8%
24%
Previous period · 21%
CurrentPrevious period
Reading revenue
Up six days in a row, and above the previous period. No changes from me: what works doesn’t get touched.
Reading average order value
Above the previous period. Note: if the order value goes up but spend goes up more, the margin shrinks anyway.
Reading conversion rate
Better than the previous period, with a one-off dip on Thursday. I checked the store: that day the checkout was slower than usual.
Reading ROAS
Steady and above the previous period. Remember: this number depends on how Meta measures, it is not your actual cash.
Reading sessions
More visits than the previous period. Careful: if visits go up and sales don’t, the problem is not in the ads.
Reading repeat rate
One in four buys again, and it improves on the previous period. There is money there: it is cheaper than bringing in a new one.
The comparison is the data, not the number on its own. Each card shows the current period against the previous one, and below it says what the agent saw when it looked.

Beyond ROAS

ROAS is calculated by Meta and only sees what Meta gives itself credit for. Next to it go the metrics that look at the whole business: MER, which is all your revenue divided by all your ad spend — no attribution in the middle, there is nothing to argue about; how many new customers came in and what each one cost to bring; how much money those new customers brought against the total; and what people are actually buying.

testmia · dashboard · business and acquisition
Example
MER+0.3 3.1 All revenue over all ad spend
NEW CUSTOMERS+18 142 First purchase in the period
CAC−USD 4 USD 38 What it cost to bring each new customer
REVENUE FROM NEW+USD 1,900 USD 11,600 69% of the period's revenue

BEST SELLING PRODUCTS · UNITS

  • Runa Trail 0238
  • Runa City Low26
  • Runa Daily19
  • Runa Trail 0111

ROAS can go up while MER goes down. That happens when the ads take credit for sales you were going to make anyway.

Do you want this for your store?

Testmia works by application: we review every one of them to see whether your ecommerce can access the service. Write to us and tell us about your store.

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