Marketing
The Marketing tab (dashboard_marketing permission) is dedicated to your ads: what you spend, what the ads bring back, and what your prospects say on calls.
At the top of the tab, the See campaign details link leads to the Ads page, and the Updated … badge lets you rerun the computation. Amounts are displayed in your account currency.
Conversion delivery status
A status card summarises conversion deliveries (CAPI) to the connected ad platforms. It tells you whether conversions are going out correctly, before you even read the figures.
Scalability banner
A banner gives a one-word signal, Scale, Hold or Reduce, with the pills that justify it:
| Pill | Content |
|---|---|
Collected ROAS vs target | The same ROAS as the ROI Collected card below, compared with the target set in your goals (Not configured otherwise) |
Closer capacity | Occupancy of the closing slots read from the connected calendar, with the sync time |
Recommended budget | Recommended daily budget and current budget |
The See reps → button leads to the Sales & Reps page. The banner only appears when the required data exists.
Main KPIs
Five cards, all clickable:
| KPI | What it measures |
|---|---|
ROI Collected (main card) | Cash collected and attributed to ads ÷ spend |
Total Spend | Ad spend over the period |
Ad Sales | Sales attributed to ads; the subtitle shows x ads · y total when some sales come from elsewhere |
CPA | Cost per ad sale; progress bar when a Maximum CPA is set in your goals |
ROI Sold | New sales (signed amount) ÷ spend; progress bar when a Minimum ROAS is set |
Under the cards, a context sentence gives the share of collected revenue attributed to ads ("x collected from all sources, of which y attributed to ads"). The rest comes from organic, referrals and renewals.
When comparison is enabled, each card's subtitle shows the change and flags an unfavorable move.
These cards are customised like the CEO View (Customize button: hide, reorder, add a Metric or Calc tile).
Funnel details
The Funnel details link (collapsed by default) shows the cost per stage, only when data exists:
| KPI | What it measures |
|---|---|
Applications | Applications received via ads (x ads · y total when other sources bring some) |
Bookings | Bookings created via ads |
CPAPP | Cost per ad application |
CPB | Cost per ad booking |
Show rate | Meetings attended ÷ meetings booked |
Close rate | Sales ÷ shows |
Applications and CPAPP only appear when your funnel receives applications; CPB only when there are ad bookings.
Campaigns table
This is the same Performance table as the Ads page, mounted here as is: campaign → ad set → ad tree, thumbnails, customisable columns (native metrics, account conversions and events, calculations), drilldowns on cells. Attribution figures follow the model pinned for your account (Settings → Settings → Attribution). There is no model selector in this tab.
Columns and drilldowns are described in the Ads page.
The marketing ↔ sales bridge
The Quality × Close = Real ROI card ranks your campaigns by their real capacity to produce signed sales: bridge score = (average call quality + close rate) ÷ 2. Each campaign lands in a quadrant:
| Quadrant | Reading |
|---|---|
Top performer | Quality ≥ 70 and closing ≥ 30% |
Optimize closing | Good leads, reps fail to close |
Optimize targeting | Strong reps despite weak targeting |
To investigate | Both are low |
This card needs recorded and analysed calls. Without calls, it stays empty.
Voice of the Prospect
The Voice of the Prospect section gathers what your prospects actually say on calls, to feed your ads:
- Key quotes, usable in your ads;
- What prospects say, verbatims tagged
Closed,LostorPending; - Identified pain points and Prospect expressions, with their frequency;
- Average ICP fit out of 10, with a reading (good fit, adjust targeting, rethink targeting).
Everything comes from recorded and analysed calls. Without calls, the section says so.
Ad waste
The Ad waste section lists ads that spend beyond the threshold without results: the threshold is 2× the account's average cost. Up to 15 ads are shown, each with its campaign › ad set, its name, the reason for the flag, the threshold and the amount spent. The section only appears when there is waste.
WARNING
A flagged ad is not necessarily one to cut: it may feed the top of the funnel. Read the reason and the threshold before deciding.
Detail windows (drilldown)
| Card clicked | Window content |
|---|---|
Total Spend | Spend breakdown by campaign: Campaign, Platform, Spend, Sales, Revenue, ROAS |
Ad Sales | Only the sales attributed to ads |
ROI Collected, CPA, ROI Sold | The sales used in the ratio (the subtitle says so) |
Applications, Bookings | The ad events of the period |
Event lists show Date, Name, Email, Campaign, plus Rep, Meeting date and Status for bookings, Amount and Product for sales. They can be grouped by campaign, exported as CSV, 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.