Reading the dashboard

What the dashboard shows

The dashboard is the one-tab P&L. Every card is reconciled in EUR: Shopify sales (shop currency converted), Meta and Google ad spend (per-account currency converted), refunds, margin, and the fulfilment funnel. There is no manual data entry — the numbers come from the syncs that run every few hours.

• Net sales, ad spend, and margin in the headline row
• ROAS computed as net sales ÷ ad spend (never spend-weighted)
• Fulfilment snapshot: pending, in-transit, delivered, stuck

The headline cards

The top row is your P&L at a glance. Each card follows the date range you pick (except current-state counts like stock and pending shipments).

Revenue

Net sales in EUR across the selected stores and window — Shopify orders minus refunds, shop currency converted.

Ad Spend (Meta + Google)

Direct-API spend in EUR, broken into Meta Spend and Google Spend. Triple Whale blended is never used for these per-platform numbers.

ROAS (Meta ROAS / Google ROAS)

Net sales ÷ ad spend, shown per platform. Platform ROAS values are never spend-weighted into a single blended figure.

Orders · Clicks · Impressions

Volume counters for the window, so you can sanity-check revenue against traffic.

Filters & panels

Date range

Presets — Today, Yesterday, Last 3 Days, This Week, Last Week, This Month, Last Month, 30 Days — plus Custom for an exact span. Reshapes every flow metric; current-state counts ignore it.

Organization switcher

Admin

Tenant owners in more than one organization switch the active org or view the cross-org aggregate. Single-org members don't see this.

Brand / store filter

Narrows the dashboard to one store or brand. It can only narrow to stores you already have access to — it never widens scope.

Alerts panel

Surfaces open Critical anomalies inline (or 'All clear'). A shortcut into the Anomalies queue without leaving the dashboard.

Fulfilment & Returns panel

A live snapshot of the shipment funnel and returns so operators see fulfilment health beside the money.