Answers
Your first month: why the numbers look strange
A brand new account shows numbers that look wrong and are not. Here is what you will see, why it is correct, and when it settles.
The warming up card
For your first thirty days the dashboard carries a card that says what is already flowing and what is still waiting on a wire: your CRM sync, your website tracking, your ad spend, your calls. Each row reads from live state, and each one that needs something tells you the exact next step. Dismiss it any time; it retires itself at thirty days either way.
Why almost everything starts unattributed
Attribution starts the day your tracking goes in. Your CRM brought its history with it, and none of those sales can ever claim an ad click, because nobody was recording clicks when they happened. So the unattributed line starts high, and that is the truth working as intended. It falls on its own as new leads, tracked from their first visit, become customers.
Why ROAS deserves gentle reading at first
ROAS divides revenue in the window by ad spend on file. In week one that can mean a month of revenue over three days of spend, which flatters nobody's judgement. Give it a window where spend and revenue actually overlap, usually a full month, before you lean on it.
When spend appears
Connecting Google or Meta does not show spend instantly. The first pull rides the next refresh, within about three hours, and your dashboard refreshes through the day after that. The warming up card offers a pull now button to admins who would rather not wait.
The short version
Week one proves the wiring. Week two shows your first tracked leads. By a full month, spend and tracked revenue share a window and the numbers mean what they say. A tool that showed you confident numbers on day two would be making them up.