Answers
Reading your dashboard (and the unattributed line)
The dashboard answers one question: which campaigns produced revenue, and what did each ad dollar return? That last number is ROAS, return on ad spend: the revenue your ads brought in divided by what you paid for them, so 5.97x means every ad dollar came back as $5.97. Revenue with no ad channel on the record is never credited to the ads; it is shown on its own line as unattributed. Spend, leads, customers, revenue, and ROAS, per channel, any date range, click any number to see the actual people behind it.
The unattributed line is on purpose
Near the bottom you will see something like Unattributed revenue: $4,900 (11%). Other tools hide this line and claim perfect attribution. They are lying to you, and the first time you check their math against your bank statement, you will know. We show the revenue we could not trace to a campaign, because a tool that says 100% coverage is a tool you cannot trust at 60%.
The Print line
If you use tracked links or QR codes, print gets its own line beside Google and Meta, showing scans where the ad channels show spend. It appears the week your mailer goes out, long before a sale catches up, and it stays off your dashboard entirely if you never print anything.
Tell us what a run cost and you get two numbers instead of one. Cost per lead is the one to look at early. A wrapped truck earns leads for two years while the sale might be months away, so a thirty day ROAS on it reads near zero and would have you scraping the vinyl off a truck that is working fine. We still show that ROAS, honestly, including a real 0.00x, because hiding a true number is its own kind of lie. Read them together: $312 a lead and 0.00x so far means early, not failing.
Comparisons
Pick a range, compare it with the previous one. Green means better. Red means have a word with your campaigns, not with us.
How fresh is any of this
Your numbers rebuild through the day, and the chip at the top says exactly how old they are. When they get old enough to mislead you, that chip turns into a refresh button. Press it and we go pull the recent stuff again rather than re-reading every year of history you already have, which is why it takes a couple of minutes instead of forever.