Retail Analytics | Marketing Homepage

The Marketing Homepage reveals KPIs relating to your organization's marketing activity. It show marketing performance and its impact on the commercial success of the business.

The dashboard enables marketers to make allocation and optimisation decisions based on standard marketing KPIs such as sessions and CTR as well as more powerful KPIs like CAC and gross margin. Using these KPIs ensures marketing decisions are aligned with business objectives.

KPI summary

The KPI summary at the top of the Marketing Homepage shows a condensed view of key performance indicators.

The large blue figures show the values for the "primary range" selected in the date filter, with the smaller figures showing the value for the "compare against" period. The percent change between the two date ranges is also displayed.

mceclip0.png

  • Gross Revenue
    The source of truth of revenue is taken from Brightpearl. This is gross revenue and includes products, services and shipping.
  • Gross Profit Margin %
    This is calculated as gross revenue less cost of goods sold, divided by gross revenue.
  • Ad Spend
    The ad spend is taken from Google Ads and Facebook.
  • Click through Rate (CTR)
    The CTR is calculated as the number of clicks an ad receives divided by the number of times it is shown. This data is taken from Google Ads and Facebook.
  • Sessions
    Website sessions as tracked by Google Analytics.
  • Conversion rate
    The percentage of website visitors that place an order, as tracked by Google Analytics.
  • Return On Ad Spend (ROAS)
    The amount of revenue earned for each dollar spent.
  • Customer Acquisition Cost (CAC)
    The average marketing cost of acquiring a new customer.

Graph

Each of these KPIs can be viewed in a chart underneath the summary.

The chart shows how the metric changes over time, with the blue line showing the primary range and the orange line showing the comparison.

Clicking the KPI dropdown at the top right of the chart allows you to switch to a different KPI.

mceclip0.png

Table breakdown

At the bottom of the dashboard, a table breakdown shows each KPI with an option to split by:

  • Channel Type: Paid vs. non-paid marketing channels.
  • Channel Group: A more granular view, split by marketing channel categories.
  • Channel: Specific marketing channels. As this is a long list, it's sometimes helpful to apply a filter to the dashboard to restrict this to a particular channel type or group.
  • Store: The Brightpearl sales channel. Note that marketing metrics can only be determined for eCommerce stores
  • Country: For order-related metrics, data is split based on the order's shipping address. For traffic-related metrics, it is split by the country captured by Google Analytics.
Have more questions? Submit a request