CEO View
The CEO View is your executive dashboard. It condenses all important data into a single screen: revenue, spend, profit, sales pipeline, and AI-generated strategic recommendations.
This is the ideal tab to take the pulse of your business in less than 30 seconds.
Main KPIs
Five cards display your key metrics for the selected period:
| KPI | What It Measures |
|---|---|
| Collected Revenue | Total payments received from your clients |
| Ad Spend | Budget invested on Meta (Facebook + Instagram) |
| Gross Profit | Revenue minus spend and commissions |
| ROI | Return per dollar invested in advertising |
| Sales | Total number of completed sales |
Each card displays a comparison arrow with the previous period (green = improvement, red = decline).
If you've set monthly goals, a progress bar appears below each KPI showing where you stand relative to your target.
Quick Reading
Focus first on ROI and profit. If ROI is above 2x and profit is trending up, your machine is running well. If either is declining, scroll down the page to identify the cause.
Secondary KPIs
Below the main cards, complementary metrics give you more detail on your funnel efficiency:
| KPI | What It Measures | Displayed If... |
|---|---|---|
| CPA | Cost per acquisition (sale) | Always |
| CPAPP | Cost per application received | Your funnel includes applications |
| CPB | Cost per booking | Your funnel includes bookings |
| Close Rate | % of meetings that become sales | Always |
| No-show Rate | % of missed appointments | Always |
These secondary KPIs adapt automatically to your funnel type. If your sales process doesn't include applications, CPAPP won't be displayed.
Insight DURUM
A panel displays AI-generated strategic recommendations. These suggestions are based on analysis of your actual data: spend, conversions, trends, and per-campaign performance.
Recommendations may cover:
- Budget: adjusting spend up or down based on performance
- Campaigns: concentrating budget on the best-performing campaigns
- Funnel: fixing bottlenecks in your pipeline
- Timing: recommendations tied to seasonal trends
INFO
Recommendations update automatically based on your most recent data and the selected period.
Funnel Diagnostic (Bottleneck Flow)
The funnel diagnostic is a horizontal visualization of your complete sales pipeline:
Leads -> Applications -> Bookings -> Attended -> SalesBetween each stage, a conversion rate is displayed. A color code indicates the health of each transition:
| Color | Meaning |
|---|---|
| Green | Healthy conversion: everything is fine |
| Orange | Attention required: conversion is below average |
| Red | Critical: a bottleneck is blocking your pipeline |
When a stage is red or orange, the system calculates a recoverable potential: the additional revenue you could generate if that conversion rate were brought back to a healthy level.
How to Use the Diagnostic
If the Bookings to Attended transition is red, it means your no-show rate is too high. Focus on appointment reminders and confirmations. If the Attended to Sales transition is red, it's the closing that needs improvement.
Strategic Alerts
The system automatically detects critical issues in your data and displays them as alerts. Each alert explains the problem and its potential impact.
Alert types include:
| Alert | Trigger |
|---|---|
| Negative ROAS | Your return on ad spend is below 1x |
| Abnormal No-show | The no-show rate exceeds the expected threshold |
| Budget Without Conversion | A campaign is spending without generating sales |
| CPA Above Threshold | Cost per acquisition is too high relative to your average ticket |
| Low Closing | Close rate is significantly below average |
WARNING
Alerts are based on data from the selected period. If you're only looking at the last 7 days, a temporary fluctuation may trigger an alert. Widen the period to 30 days to confirm a real trend.
Spend vs Revenue Trend
A weekly trend chart overlaying two curves:
- Ad Spend: budget invested week by week
- Collected Revenue: money received week by week
This chart lets you see if your revenue is keeping pace with (or exceeding) your spend over time. Ideally, the gap between the two curves should remain constant or increase.
TIP
If the curves are converging, it means your profitability is decreasing. If they're diverging (revenue rising faster than spend), your operation is becoming increasingly efficient.
Monthly Goals
If goals have been configured for your account, a dedicated section displays your progress:
- Revenue target: amount aimed for the current month
- Sales target: number of sales targeted
- Spend target: planned ad budget
Each goal is accompanied by a progress bar and a completion percentage. Progress is calculated in real time based on the month's data.
Goal Configuration
Monthly goals are configured by your account manager. If you'd like to adjust your targets, contact your team at Durum Marketing.