Overview

Overview is your home dashboard. It answers the questions you ask first thing in the morning: how much revenue came in, where shoppers are dropping off, which traffic is converting, and who your best customers are. Everything is scoped to the period you pick.

At the top right are the controls shared by every analytics screen: a time range selector (Today, Yesterday, 7 days, 30 days, or a custom range) and a Compare toggle. Turn Compare on and each metric shows its change against the previous period of the same length, with a green or red badge.

Revenue spotlight

The large panel at the top is your headline number for the period.

• Revenue is the total order value recorded across the period, shown big. The small chart beside it is a sparkline of revenue over time so you can see the shape of the period at a glance.
• The line underneath packs three more numbers: the order count, the average order value (revenue divided by orders), and the session conversion rate (the share of sessions that ended in a purchase).

With Compare on, a delta badge next to Revenue shows the percent change versus the previous period.

Revenue and conversion

A strip of five cards. Each can show a small trend line and, with Compare on, a change badge.

• Purchases is the number of completed purchases in the period. The hint shows your session conversion rate.
• Avg Order Value is revenue divided by the number of orders.
• Opt-in Rate is the share of compliant-page visitors who continued through to your brand store. This is the health metric for your compliant pages: a low rate means the gate is turning people away before they ever reach your shop.
• Compliant PV counts page views on your compliant landing pages, before a shopper opts in.
• Brand PV (opted-in) counts page views on your brand store by shoppers who opted in to tracking. The hint shows this as a share of all brand page views.

Funnel

The funnel shows the brand-store path from page view to purchase, narrowing at each step. The percentage on each band is its conversion from the previous step, and the badge in the header is the overall funnel conversion rate.

Your compliant landing page sits above the funnel as context, not as a band. It shows the landing-page view count and the opted in percentage. It is kept separate on purpose: your brand store also receives direct traffic, so its total is not directly comparable to the gate. When that happens you will see a note that brand views include direct traffic.

If shoppers clicked No at the age gate, a Declined opt-in count appears below the chart. Hover any band to see its exact count and step rate.

Drop-off analysis

Sitting beside the funnel, this surfaces your worst leaks as plain-language cards so you do not have to read the funnel yourself. Each card shows a from-to step, the counts on either side, the conversion percentage (tinted red when it falls below 30%), and how many shoppers were lost.

• Biggest leak is the single funnel step that lost the most shoppers.
• Quiz abandonment appears if you have a Quiz Funnel module turned on (see Configure analytics). It compares quiz starts to submissions.
• Cart failure compares product views to add-to-cart, so you can see how many viewers never add anything.

Treat these as your to-do list: the leak with the most lost shoppers is where a small improvement pays back the most.

Customers

• New vs repeat revenue is a donut splitting the period's revenue between first-time and returning customers, with the order count in the center. A healthy store grows repeat revenue over time.
• Top LTV customers lists your highest-lifetime-value shoppers. Lifetime value is a shopper's total revenue across all of their orders, not just this period. Each row shows the order count and when they last ordered.

Traffic and pages

Four tiles covering where traffic comes from and what conversions reach Meta.

• Sessions by entry point groups sessions into Facebook ad, Compliant page, and Direct to store, with each one's share, unique shoppers, and average events and pages per session.
• Routes ranks your routes by traffic. Each row shows compliant page views and its opt-in rate, with a dot marking active routes.
• Top pages lists your most-viewed pages. A small badge marks the page type: C for a compliant page (where the opt-in happens), B for a brand store page, and LP for a landing page.
• Meta CAPI events lists the server-side events sent to Meta with their counts, plus a CAPI coverage figure showing how many of your trackable conversions actually reached Meta. Low coverage means conversions are being lost before they land. See verify delivery if this looks off.

Where to go next