CEO View
In the application, this tab is labelled CEO View. It is the first tab of the dashboard (dashboard_ceo permission). It condenses the selected period into one screen: spend, revenue, funnel, campaigns, goals, alerts and diagnosis.
All amounts are displayed in your account currency (Settings → Settings → Agency Profile).
The tab bar
At the top of the page, the tab bar offers CEO View, Marketing, Sales, Finance and My Dashboard. A tab only appears if your role has access to it. On the right, the Goals button opens the monthly goals editor (see below).
The last visited tab is remembered: you always come back where you left off.
Before setup is complete
Until the account setup is finished, the CEO View shows a welcome screen that explains the next steps. The "see the dashboard" button switches to the full view, and that choice is remembered.
Page campaign filter
Just above the KPIs, a Campaign field restricts the CEO View to some campaigns: either by a word contained in the name (for example "webinar"), or by picking an exact campaign. The number of matched campaigns is shown, and the KPI row and funnel row are recomputed for those campaigns only.
This filter belongs to the page. It does not change the global filters of the top bar.
KPI row
Seven tiles cover the selected period:
| Tile | What it measures | Clickable |
|---|---|---|
Ad spend | Total ad spend, all platforms (the exact amount is repeated under the tile) | no |
Revenue | Collected revenue, deduplicated (one client counts once); subtitle: new sales and number of clients | yes |
ROAS | Collected revenue ÷ ad spend | no |
CAC | Ad spend ÷ acquired clients (cost per unique client) | no |
Rev. / Client | Collected revenue ÷ number of clients | no |
Gross profit | Collected revenue minus ad spend, with the margin as subtitle | yes |
Refunds | Amount refunded over the period, with the dispute rate; refunds not linked to a sale are flagged | yes, when there are unlinked refunds |
When comparison is enabled in the filter bar, each tile shows an arrow and a percentage change. The arrow states the fact (the value goes up ▲ or down ▼), the colour states the judgement: green when it is good news, red otherwise. Spend going down therefore shows ▼ in green.
The small i next to each label explains how the figure is computed.
Customise the row
The Customize button (pencil icon) switches the row to edit mode: you can hide a tile, reorder by drag and drop, reset to default, or Add a tile. An added tile is either a Metric (a KPI, a conversion or an account event, counted as events or unique people) or a Calc between two metrics (÷, ×, +, −) with the format of your choice. This customisation is stored in your browser, per user and per account.
Funnel row
Six stages, each with its volume and the conversion rate from the previous stage (x% conv.):
Leads → Applications → Bookings → Meetings → Shows → Sales| Stage | Definition |
|---|---|
Leads | Prospects who left their contact details |
Applications | Prospects who filled the qualification form |
Bookings | Meetings booked in the calendar |
Meetings | Meetings that actually took place |
Shows | Prospects who attended the meeting (show rate) |
Sales | Unique sales, one client = one sale (close rate) |
A stage with a value above zero is clickable and opens the list of matching events. Clicking Shows opens the list of meetings of the period: attendance is not distinguished line by line, and the modal says so.
This row is customised the same way as the KPI row.
Campaigns table
Below the funnel, the CEO View embeds the same Performance table as the Ads page: campaign → ad set → ad tree, creative thumbnails, customisable columns (column manager button), drilldowns on cells. It is not a copy: same figures, same behaviour.
Above the table:
- Show trend unfolds the
Spend vs Revenuechart (SpendandRevenuelines per day). It is collapsed by default and your choice is remembered. Updated …shows the time of the last computation.
The attribution figures of this table follow the model pinned for your account (Settings → Settings → Attribution).
Monthly goals
The Goals, {month} section appears as soon as at least one target is set. It tracks the current month, regardless of the period filter, with your 90-day history as reference.
| Target | Label in the editor | Tracking |
|---|---|---|
Revenue | Monthly revenue | pace (Pace: x%), gap, days left |
Profit | Monthly profit | pace, gap, days left |
ROAS | Minimum ROAS | above or below target |
CPA | Maximum CPA | above or below target |
Each card carries a status (Ahead, On track, Behind, To watch, Reached, Near target, Below target) and a reading sentence, for example the daily pace required to reach the target.
The Goals button (tab bar) or Edit (section) opens the editor. A client account picks its targets within a realistic range computed on its last 90 days; a value outside the range is refused. The DURUM team has no such constraint.
Without any goal, the section offers Set my goals, with a monthly revenue suggestion based on your history.
Strategic alerts
The Strategic alerts section only appears when at least one alert fires (five at most). Each alert shows a label, a figures-based description and a level: Critical, Warning or Info.
| Alert | Trigger |
|---|---|
| Negative ROAS | ROAS below the floor for several consecutive days |
| Abnormal no-show | No-show rate above the threshold |
| CPA above threshold | CPA above the threshold |
| Low closing | Close rate below the threshold |
Thresholds come first from your history (median and percentiles over the previous weeks); without enough history, default values apply. Each alert description repeats the threshold used.
WARNING
Alerts are computed on the selected period. Over 7 days, a temporary fluctuation may be enough to trigger one. Widen to 30 days to confirm a trend.
Funnel diagnosis
The Funnel diagnosis section shows up to four cards. Each card carries a category (Acquisition, Funnel, No-Shows, Closing, ROAS lever, Tracking or Performance), a title, an explanation and the figure at stake (for example Lead→Book, No-show, Close rate, ROAS). The border shows the severity: critical, warning or success.
The diagnosis compares each transition to your history when it exists, otherwise to default benchmarks. When nothing is blocking, it names the next growth lever or confirms that performance is ready to scale. With too little data, it says so rather than inventing a cause.
Breakdown
The Breakdown section splits the period's results by a dimension of your choice: Source, Campaign, Product or Rep. The table shows, for each value, the columns Leads, Bookings, Sales and Revenue. Rows are not clickable.
Above the table, the ATTRIBUTION selector changes the model applied to this breakdown:
| Model | Rule |
|---|---|
Hybrid Durum | First ad if the journey is shorter than 30 days, last ad otherwise |
Linear | Equal credit to every ad of the journey |
First Touch | Credit to the first ad seen |
Last Touch | Credit to the last ad seen |
Position (40-20-40) | 40% first, 40% last, 20% spread in the middle |
The choice lasts for your session. The Pin as client default button (attribution_model:edit permission) saves it as the account default. This is the only place in the dashboard where this selector is displayed.
Detail windows (drilldown)
Clicking a clickable tile or a funnel stage opens a window with the list of events of the period, loaded 50 rows at a time as you scroll.
| List | Columns |
|---|---|
| Leads, Applications | Date, Name, Email, Campaign |
| Bookings | Date, Name, Email, Campaign, Meeting date, Type (Marketing or Follow-up), Status (active or cancelled booking) |
| Meetings, Meetings (including shows) | Meeting date, Name, Email, Rep, Time |
| Sales, Revenue, Gross profit | Date, Name, Email, Amount, Product, Campaign |
For money tiles, the window header repeats the amount you clicked, not a row count. The CSV button exports the list, and clicking a row opens the event record.
Recommendations
This tab shows no recommendations panel. DURUM recommendations live in the My Dashboard tab, with the Recommendations and Weekly Insight widgets of the Diagnostics category. The engine is described in Insight DURUM.