Campaigns

Blended trade — one lens or ten, these do not move

By channel — each lens counts a different thing; the gap is the point

Shop channels — every session and every order by where Shopify says it came from; Google split Brand / Non-brand, Meta split Prospecting / Retention; the rows sum to the shop's totals

Trust gap — purchases the platform claims ÷ orders the shop recorded

Margin

Revenue and ad spend, daily Revenue Ad spend

Blended ROAS, daily

Segments — campaigns grouped by class, under the platform's own numbers and under what the shop recorded

What this page knows about itself

Sources wonderland-data-platform.sc_marts.dash_daily (one row per day), sc_marts.fct_ad_platform_daily (one row per campaign per day, grouped over the selected range), sc_marts.fct_site_funnel_daily (day × landing page × UTM, grouped over the range), sc_marts.fct_campaign_contribution and sc_marts.dim_campaign, all queried live as you. Every rate on this page is sum(numerator) / sum(denominator) over the selected range, never an average of daily rates, and no two attribution windows are ever added together. Definitions: docs/dashboard-steering.md.

Site funnel — what the shop's own sessions did; completed checkouts are sessions, not orders