Marketing

The Marketing tab is dedicated to the performance of your ad campaigns. It gives you a detailed view of every dollar invested in advertising, the results generated, and recommendations to optimize your budget.

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Main KPIs

Four cards display the essential metrics for your campaigns:

KPI	What It Measures
Total Spend	Total amount spent on Meta advertising
Sales	Number of sales attributed to your ads
CPA	Cost per acquisition: how much it costs to generate a sale
ROI	Return on advertising investment

Each KPI is clickable. Clicking opens a detail window with the list of individual events (date, name, email, product, campaign) behind the number.

Drilldown

The drilldown is particularly useful for validating your numbers. If CPA seems high, click to see which sales were counted and at what cost.

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Secondary KPIs

Complementary metrics appear based on your funnel type:

KPI	What It Measures
Applications	Number of application forms received
Bookings	Number of appointment reservations
CPAPP	Cost per application
CPB	Cost per booking

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Insight DURUM

AI-generated recommendations specific to your marketing campaigns. They may cover:

• Budget allocation: which campaigns deserve more or less budget
• Creative performance: which ads are performing well or poorly
• Funnel optimization: where prospects are lost in the conversion journey

INFO

Recommendations are based on your actual data. They change automatically when you modify the period or campaign filters.

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Spend by Campaign

A stacked area chart showing the daily evolution of your ad spend, broken down by campaign.

• The 6 most active campaigns are displayed in distinct colors
• The horizontal axis represents days
• The vertical axis represents the amount spent

This chart lets you see how your budget is distributed across campaigns over time, and detect spend spikes or drops.

TIP

If one color dominates the chart, it means one campaign is absorbing most of your budget. Verify that this campaign is also the one generating the most results.

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Marketing Pipeline

A funnel visualization of your complete marketing pipeline:

Clicks -> Leads -> Applications -> Bookings -> Sales

Between each stage, the conversion percentage is displayed. For example, if you have 100 leads and 40 applications, the Leads to Applications conversion rate is 40%.

This pipeline lets you quickly identify where prospects are dropping out of the journey.

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Campaign Performance

A detailed table with each campaign's data:

Column	Description
Campaign	Meta campaign name
Spend	Amount spent
Applications	Number of applications received
Bookings	Number of reservations
Sales	Number of sales
Revenue	Revenue generated
CPAPP	Cost per application
CPB	Cost per booking
CPA	Cost per acquisition (sale)
ROAS	Return on ad spend

The table is sortable: click any column header to sort campaigns by that metric. Useful for quickly seeing which campaign has the best ROAS or lowest CPA.

Export Data

Click the Export CSV button to download the table in Excel format. Handy for sharing results with your team or analyzing in a spreadsheet.

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Ad Waste

This section highlights ads spending budget without generating conversions. Each waste card displays:

Information	Description
Campaign	The campaign the ad belongs to
Ad	The name of the problematic ad
Reason	Why this ad is flagged (e.g., high spend with no sales)
Wasted Amount	Budget spent without conversion

WARNING

Ad waste doesn't automatically mean you should cut the ad. Some ads contribute to the top of the funnel (awareness, clicks) without generating direct sales. Discuss with your account manager before making a decision.

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Detail Windows (Drilldown)

Clicking any main KPI opens a modal window with the list of individual events:

Column	Description
Date	Event date
Name	Prospect or client name
Email	Email address
Product	Related product
Campaign	Source ad campaign

This granular view lets you validate each number and understand exactly where your results come from.