Filters

The DURUM.ai filter system is global and persistent. The filters you set apply to all pages of the application and remain active until you change them. This guide explains each filter and best practices for getting the most out of them.

Basic Principles

• Persistence: filters remain active when you navigate from page to page. No need to reconfigure anything.
• Global application: the same period filter affects KPIs, charts, tables, and recommendations.
• Shareable URL: active filters are encoded in the URL. You can copy-paste a link to share a precise view with a colleague.

Account Required for Shared Links

If you share a link containing filters, the recipient must have a DURUM.ai account with access to the same data to see the results.

Period Filter

The period filter determines the date range being analyzed. It is the most important filter in the application.

Available Presets

Preset	Date Range
Today	Current day only.
Last 7 days	The last 7 complete days, including today.
Last 14 days	The last 14 complete days.
Last 30 days	The last 30 complete days.
Last 90 days	The last 90 complete days.
Current month	From the 1st of the current month to today.
Year	From January 1st of the current year to today.
All	All available data since tracking began.
Custom	Date picker with calendar to define an exact range.

Custom Selector

When you choose Custom, a calendar appears to select the start and end dates. Click on the start date, then the end date, and confirm.

Which Period to Choose?

• 7 days: daily monitoring, quick campaign check.
• 14 days: good balance for seeing short-term trends with enough data.
• 30 days: routine analysis, monthly reports, recommended standard view.
• 90 days: medium-term trend analysis, strategic decisions.
• Year / All: global vision, seasonality, long-term comparisons.

Comparison Filter

Comparison overlays data from two periods to measure the evolution of your metrics.

Mode	Description	Example
None	No comparison. Only data from the active period is displayed.
Previous period	Compares with the same duration just before the selected period.	If you're looking at the last 30 days, comparison covers the 30 days before that.
Previous year	Compares with the same dates last year.	March 1-25, 2026 compared to March 1-25, 2025.

When comparison is active:

• KPI cards display a variation arrow (green or red) with the percentage change.
• Some charts display the previous period curve as a dotted line.
• Tables may include a variation column.

No Historical Data?

If you just started with DURUM.ai, Previous year mode won't show any comparison. Use Previous period as soon as you've accumulated enough data.

Campaign Filter

The Campaign dropdown lists all active campaigns for the selected client.

• All campaigns (default): data from all campaigns is aggregated.
• Specific campaign: selecting a campaign filters all data (KPIs, charts, tables) to show only that campaign's results.

This is particularly useful in the Marketing and Sales tabs to isolate the performance of a specific initiative.

Rep Filter

The Rep filter lets you isolate data for a specific sales team member.

• All reps (default): team overview.
• Specific rep: only that rep's sales, appointments, and metrics are displayed.

This filter is most relevant in the Sales Reps, Sales, and Finance tabs.

Product Filter

The Product filter segments data by product or service sold.

• All products (default): aggregated data across all products.
• Specific product: KPIs, funnel, and revenue filtered for a single product.

Useful for comparing profitability across different offerings or analyzing the funnel for a specific product.

Client Selector (Agencies Only)

If you're an agency managing multiple clients:

• The client selector is the first element in the filter bar.
• Select a client to load their data across the entire application.
• If no client is selected, pages display an empty state.

Single-Account Clients

If you are a client (not an agency), the client selector does not appear. Your data is loaded automatically.

Cascading Reset

Filters follow a logical hierarchy. Changing a parent filter automatically resets child filters to avoid inconsistent combinations.

Client (parent)
  +-- Campaign
        +-- Ad set (adsets)

Action	Result
Change client	Campaign, rep, and product filters reset to "All".
Change campaign	Ad set filter resets.
Change period	No reset: other filters remain intact.

Quick Reset

To return all filters to their default state, change the client and reselect it (or reload the page).

Sharing Views via URL

Your browser URL encodes your active filters. For example:

https://app.durum.ai/dashboard?ck=your_key&p=30d&cmp=previous&cp=spring-campaign

You can:

1. Copy the URL from your browser's address bar.
2. Send it via email, Slack, or any other channel to a colleague.
3. The recipient will open the same view with the same filters (provided they have an account and access to the client in question).

This is particularly useful for:

• Reporting a specific anomaly to your account manager.
• Sharing a performance report with a colleague.
• Saving a bookmark in your browser for quick access.

Best Practices

Objective	Recommended Period	Recommended Comparison
Daily check	7 days	Previous period
Weekly report	14 days	Previous period
Monthly report	30 days or Current month	Previous period
Strategic analysis	90 days	Previous year
Annual review	Year	Previous year

Recommended Routine

For effective monitoring, start each day with the 7 days + Previous period view to quickly spot variations. Switch to 30 days for team meetings and 90 days for strategic reviews.