Overview

Overview is your home dashboard. It answers the questions you ask first thing in the morning: how much you sold, what your ads cost and returned, where the sales came from, and which products are moving. Everything is scoped to the period you pick.

What you see here depends on whether your store sells products or captures leads. This page covers the product-selling Overview; the lead-capture version is described below.

At the top are a greeting for the time of day, the time range you're looking at, and the controls shared by every analytics screen: a range selector (Yesterday, Today, 7 days, 30 days, or a custom range) and a Compare toggle. Turn Compare on and every card shows its change against the previous period of the same length.

Ad spend, Sales, ROAS and Orders

Four cards across the top.

• Ad spend shows what you spent with Meta for the period, in your ad account's own currency, once you connect Meta and choose at least one ad account under Destinations. Until then it invites you to connect. If your ad account runs on a different clock than your store, the card says so rather than showing a number that does not line up with the rest of the page; spend always follows the ad account's own day.
• Sales is your net revenue for the period: orders placed, minus cancellations and refunds. Hover its trend line for the exact value on any day.
• Blended ROAS divides Sales by Ad spend. It reads a dash until spend is connected, since there is nothing to divide yet.
• Orders is the number of qualifying orders in the period.

With Compare on, Sales and Orders show a change badge against the previous period.

Sales over time

A daily chart of Sales by order date, with ad spend plotted alongside it once connected. Hover any day to see its Sales, Orders, average order value, and sessions together.

Efficiency

Four smaller tiles below the chart:

• Revenue per session is Sales divided by sessions.
• Avg order value is Sales divided by Orders.
• Session conversion is the share of sessions that ended in a purchase.
• Add-to-cart rate is the share of sessions that viewed a product and went on to add one to their cart.

Each carries its own daily trend and a change badge.

Conversion by event

A funnel of five steps, each a subset of the one before it: Sessions, Product viewed, Add to cart, Checkout started, and Purchase. A session only counts toward a later step if it also counted toward every step before it, so the bar can only get smaller as you move down, and the step rate can never read over 100%. If your store has never fired a product view event, this card says so instead of showing a row of zeros.

UTM performance

A table of your source, medium, and campaign combinations, ranked by Sales. Each row shows Sessions, Orders, Sales, revenue per session, and a session conversion rate; a campaign that matches one you're running in Meta shows its real name. Spend and ROAS fill in once Meta is connected, and a campaign with matched ads opens to show its ad sets and ads underneath. Row totals are held to the same attribution rule your Orders page uses, so a campaign's Orders and Sales here match what you'd see filtering Orders to that campaign.

Sales by source

A bar for each source your sales are attributed to, with its share of the period's Sales. A footer line covers sales that could not be matched to a source, so the bars plus that line always add up to the Sales figure at the top of the page.

New vs repeat sales and Tracking health

Side by side near the bottom:

• New vs repeat sales splits the period's Sales between buyers ordering for the first time and buyers who had ordered before.
• Tracking health shows whether Meta is receiving your events: coverage, how many carried an ad click id, and how many were counted as attributed. It reads "Meta not connected" rather than a false zero when you have not connected Meta yet.

Products sold

A table of everything you sold in the period or the one before it: each product's top source, price, units, item sales, and a take rate (the share of orders that included it), plus how it's trending against the prior period. Item sales are line totals before order-level discounts, shipping, and tax, and exclude refunded orders, so this table will not add up exactly to the Sales figure above; think of it as "what moved," not a second revenue number.

Sort, search, and open a table

UTM performance and Products sold show your top rows first, so you can read them at a glance. Each one works the same way:

• Click a column title to sort by it. Click again to reverse the order.
• When more rows match than the card has room for, View all opens the full table in a full-screen view, over the same time range. There you can search (UTM performance by source, medium, or campaign; Products sold by product name or SKU), filter, choose which columns show, and move through the pages. Close it to return to Overview where you left off.
• The full-screen table says when its figures were last updated. Click Refresh to update them now.

Lead-gen Overview

If your store captures leads instead of selling products, Overview looks different: it tracks leads through your pipeline instead of orders through checkout.

New leads, Qualified leads, Customers and Ad spend

Four cards across the top.

• Ad spend shows what you spent with Meta for the period and your cost per lead, once you connect Meta and choose an ad account under Destinations. Until then it invites you to connect.
• New leads is the number of leads added in the period.
• Qualified leads shows how many of those new leads reached a qualified stage, with the share of new leads that qualified underneath.
• Customers is the number of leads that closed as won in the period.

With Compare on, each card shows a change against the previous period.

Leads over time

A daily chart of new and qualified leads by the date the lead was created. Hover any day to see New leads, Qualified, Customers, and Lead rate together.

Efficiency

Four tiles below the chart:

• Lead rate is leads divided by sessions.
• Cost per lead is ad spend divided by leads, once Meta is connected.
• Time to first contact is the median time between a lead arriving and your first contact with them. A faster median reads as an improvement.
• Not contacted yet is the share of new leads you have not yet reached within 24 hours.

UTM performance

A table of your source, medium, and campaign combinations, ranked by Leads. Each row shows Qualified, Customers, and a qualification rate; a campaign that matches one you're running in Meta shows its real name, with spend and cost per lead once Meta is connected. Sort, search, and View all work as they do in the product-selling Overview, described above.

Leads by source

A bar for each channel your new leads came from, with its share of the period's leads.

Lead to customer

A funnel from Sessions through Leads, Qualified, and Customers, each step showing its rate from the step before. A line beneath lists every stage your leads closed into during the period, whether won or not, with its count.

Leads by form page

A table of the pages your leads submitted a form on: sessions on that page, leads it produced, the resulting lead rate, and how many qualified. You can sort and search it, and View all opens the full list. Click a page's lead count to open the leads that came from that page.

Follow-up

Leads that need your attention right now: not contacted within 24 hours, going cold after a week with no movement, and leads missing a phone number or email to reach them by.

Signals sent to Meta

For every pipeline stage you've mapped to a Meta event, how many of that stage's events sent successfully, failed, or were skipped in the period, so you can see whether your pipeline progress is reaching your ad account.

Where to go next