Understanding Your Dashboard

Your BlackBox dashboard is mission control for your marketing attribution. This guide explains every metric, chart, and insight so you can make better decisions.

Dashboard Overview

When you log in, you'll see four main sections:

1. Key Metrics (top cards)

2. Attribution Overview (charts)

3. Recent Orders (customer journeys)

4. Data Health Check (data quality score)

Let's break down each one.

Key Metrics (Top Cards)

Total Revenue

• •Compare week-over-week or month-over-month
• •Set revenue goals and track progress
• •Correlate with marketing spend changes

Attributed Orders

Average Order Value (AOV)

• •Does AOV vary by channel?
• •Do certain campaigns attract higher-value customers?
• •How does AOV trend over time?

Return on Ad Spend (ROAS)

Attribution Overview Charts

Revenue by Source

• •Larger slice = more revenue from that channel
• •Hover to see exact amounts
• •Click to filter the dashboard by that source

Campaign Performance

• •Campaign: utm_campaign parameter value
• •Orders: Number of purchases
• •Revenue: Total order value
• •AOV: Revenue ÷ Orders
• •ROAS: Revenue ÷ Spend (if ad spend tracked)

Traffic Sources Over Time

• •Stacked area chart showing source mix
• •Spot sudden changes (did a campaign end?)
• •See which days drive the most traffic

Recent Orders Section

Customer Journey View

1. Day 1: Facebook Ad click → Viewed product → Left

2. Day 3: Email click → Added to cart → Left

3. Day 5: Google search → Direct visit → Purchase

• •How many touches before purchase?
• •What's the first interaction? (Discovery)
• •What's the last interaction? (Closer)
• •How many days from first visit to purchase?

Order Details

• •Customer email
• •Order total
• •Products purchased
• •Attribution source (first-touch)
• •Attribution source (last-touch)
• •All touchpoints in timeline
• •Time between touches

Data Health Check

Data Quality Score (0-100)

• •90-100 (Green): Excellent! You're tracking everything
• •70-89 (Yellow): Good, but room for improvement
• •Below 70 (Red): Too much untagged traffic

1. Check which channels show as "Direct"

2. Add UTMs to those traffic sources

3. Wait 24 hours and check again

Metrics in This Section

Filters & Date Ranges

Date Range Selector

• •Last 7 days
• •Last 30 days
• •Last 90 days
• •Custom range

Source Filters

Click any source to filter entire dashboard:

• •See only Facebook-attributed orders
• •Analyze email campaign performance
• •Compare Google vs. Facebook

Common Dashboard Questions

A: Different attribution models and windows. Learn more →

A: Visits without UTM parameters or known referrers. Could be typing URL directly, or untagged links. Learn more →

A: Real-time for visits, orders sync within 5 minutes.

A: Yes! Click "Export CSV" in the top right.

Pro Tips

1. Set a Monday Morning Review Ritual

Check these 5 things every Monday:

• •Data health score
• •Top 3 campaigns (scale them)
• •Bottom 3 campaigns (pause them)
• •ROAS by channel
• •Unexpected trends

2. Watch Customer Journey Patterns

If you notice most customers:

• •Buy on first visit → Focus on cold traffic ads
• •Take 3+ touches → Invest in retargeting
• •Take 7+ days → Use longer attribution windows

3. Compare First-Touch vs Last-Touch

Toggle between attribution models:

• •First-touch: What brings customers in?
• •Last-touch: What closes the sale?
• •Both tell important stories

4. Track AOV by Source

Some channels attract higher-value customers:

• •Email subscribers might have higher AOV
• •Google search might be more transactional
• •Use this to calculate true channel value

Your Weekly Dashboard Checklist

Every week, review:

• •☐ Revenue trends (up or down?)
• •☐ Data health score (still above 70%?)
• •☐ Top 3 campaigns (can I scale them?)
• •☐ Bottom 3 campaigns (should I pause?)
• •☐ ROAS by channel (hitting targets?)
• •☐ Customer journey length (changing?)
• •☐ New insights in recent orders

Next Steps

• •New to attribution? Read What is Attribution?
• •Low data health score? Read UTM Parameters 101
• •Numbers don't make sense? Read Common Attribution Issues