tl;dr
The Marketing Flex Table pulls together data across all your datasources and unifies them across your marketing channels.
There are four different tabs - Overview, Last Click vs. Ad Account, Last Click P&L, Ad Account Metrics.
Each tab is a fully customizable table: use the Metrics button to add/remove columns and drag them into the order you want. Reset Columns restores the defaults.
For the report to provide maximum insight, you need to have your channels configured using our Channel Builder with clean/consistent channel & utm naming.
How does it work:
The Marketing Flex Table pulls together data from all your connected datasources and assigns them to your marketing channels.
So instead of having to log in to multiple accounts comparing numbers in different tabs or having to export numbers to match them up in Excel, simply use this dashboard and instantly see everything you would want to know.
This dashboard is mostly based on the Marketing Channels you have defined using the Channel Builder. So if you haven't done so yet, do that first.
The dashboard is split into four different tabs, each providing you with a different type of information.
Overview - As the name suggests, gives you an overview of the core KPIs, including new-customer metrics.
Last Click vs. Ad Account - Shows you how much revenue/orders each channel generated based on the Shopify/GA UTM last-click logic side-by-side with the revenue/orders each channel attributed to itself using its own logic.
Last Click P&L - Shows you the profit structure of the orders generated from each channel, attributed via UTM last click.
Ad Account Metrics - Pulls in a bunch of KPIs from each channel's ad account like impressions, clicks, CPM, CPC, CTR and the channel's own purchase numbers.
Customizing columns (the "Flex" part):
Each tab now ships with a default set of columns, but you can fully tailor what you see:
Click Metrics to open the Metrics Selector. Metrics are grouped by category (e.g. Revenue KPIs, Conversion KPIs, NC Revenue KPIs, Soft KPIs, UTM Last Click, Ad Account). Tick or untick metrics to add or remove columns.
Reorder columns by dragging them in the Columns panel of the Metrics Selector, or directly in the table header.
The Search field above the table filters the visible rows.
Reset Columns returns the tab to its default column set and order.
Use the Views menu at the top to save and recall column/dimension configurations, and Export XLSX to download the current view.
Selecting a dimension to analyse:
The report gives you the flexibility to pick a dimension that you want to analyse. If you want, you can also set a secondary dimension (the + button next to the dimension picker) to drill down deeper.
The default value is Channel Name, which is based on the rules you set in the Channel Builder. The same is true for Channel Group and Channel Category.
Other available dimensions:
Time-based: Date, Calendar Week, Calendar Month, Quarter - ideally suited as a secondary dimension (while filtering the primary dimension).
UTM-based: Campaign, Adset/Term, Ad/Content - based on the UTM parameters of the same name.
Order-based: Country, Funnel Stage, Order Type, Campaign Phases.
For UTM-based dimensions, since orders and visit data already contain UTMs those can be matched easily. To match data from marketing datasources into this, we assume that:
utm_campaign = Campaign Name in the Ad Account
utm_term = Ad Set / Ad Group in the Ad Account
utm_content = Ad Name in the Ad Account
This is the proper way to do it, and if it is maintained like that, the matching will work seamlessly allowing you to drill very deep. Unlike Google Analytics, we do not consider capitalisation to create a new instance.
Overview Tab:
Default columns (grouped as Revenue KPIs, Conversion KPIs and NC Revenue KPIs):
Cost = Marketing Cost incurred from generating the sessions/orders
Gross Revenue = Gross Revenue of orders attributed to the channel
Net Revenue = Net Revenue of orders attributed to the channel
ROAS (Return on Ad Spend) = Gross Revenue / Cost
Orders = Net Orders attributed to the channel
CPO (Cost per Order) = Cost / Orders
Sessions = Sum of sessions/visits on your website
CVR (Conversion Rate) = Orders / Sessions
AOV = Net Average Order Value of orders attributed to the channel
CPS (Cost per Session) = Cost / Sessions
RPS (Revenue per Session) = Net Revenue / Sessions
NC Net Revenue = Net Revenue of orders from new customers attributed to the channel
NC ROAS = NC Net Revenue / Cost
NC (New Customers) = Number of orders that were the first order placed by that customer
CAC (Customer Acquisition Costs) = Cost / NC
% NC = NC / Orders
NC AOV = Net Average Order Value of orders from new customers attributed to the channel
Last Click vs. Ad Account Tab:
This tab puts UTM-last-click numbers next to the numbers each ad account reports for itself, so you can quickly spot tracking gaps or over-/under-reporting.
UTM Last Click columns:
Ad Account columns (the channel reporting its own conversions):
Channel Purchase Value = Revenue measured by the ad account of that channel (formerly Revenue Channel Attribution)
ROAS Channel = Channel Purchase Value / Cost (formerly ROAS Channel Attribution)
Channel Purchases = Order conversions measured by the ad account of that channel (formerly Orders Channel Attribution)
CPO = Cost / Channel Purchases (formerly CPO Channel Attribution)
AOV = Channel Purchase Value / Channel Purchases (formerly AOV Channel Attribution)
Last Click P&L Tab:
The data in this tab is based on a Google Analytics / Shopify UTM last-click attribution logic.
Net Revenue = Revenue excluding discounts, returns and taxes
Price Reduction % = The value of price reductions (e.g. product-level discounts) as a % of gross revenue (formerly Discount Rate)
Discount Code % = The total price reduction through voucher codes and cart rules as a % of gross revenue (formerly Voucher Rate)
Return % = The Net Revenue of all items that were refunded as a % of Net Revenue (formerly Return Rate)
Tax % = The VAT of not-returned items as a % of revenue (formerly Tax Rate)
COGS % = Landed product cost based on your configuration / Net Revenue (formerly COGS as % of Revenue)
CM1 (Contribution Margin 1) = Net Revenue - COGS
CM1 % = CM1 / Net Revenue
Logistic % = Logistics costs based on your configuration / Net Revenue (formerly Logistics Costs as % of Revenue)
Transaction % = Transaction costs based on your configuration / Net Revenue (formerly Transaction Costs as % of Revenue)
CM2 (Contribution Margin 2) = Net Revenue - COGS - Logistics Costs - Transaction Costs
CM2 % = CM2 / Net Revenue
Marketing Costs (shown as Marketing Costs in the table, listed as Cost in the metric picker) = Marketing costs from all connected datasources, attributed via UTM last click
CM3 (Contribution Margin 3) = Net Revenue - COGS - Logistics Costs - Transaction Costs - Marketing Costs
CM3 % = CM3 / Net Revenue
Ad Account Metrics Tab:
This tab focuses on what each channel's ad account itself reports - useful for media-buying analysis. Columns are grouped as Revenue KPIs and Soft KPIs.
Revenue KPIs:
Cost = Marketing Cost incurred
Channel Purchase Value = Revenue measured by the channel's ad account
ROAS Channel = Channel Purchase Value / Cost
Channel Purchases = Order conversions measured by the channel's ad account
CPO = Cost / Channel Purchases
Soft KPIs:
CPM = Cost / (Impressions / 1000)
CTR (Click-through Rate) = Clicks / Impressions
CPC = Cost / Clicks
Clicks = Number of clicks generated to your site
Impressions = Number of times your ad was shown, based on each ad account's definition
Note: Sessions, CPS and Clicks-to-Session - which used to live on this tab as the "Channel Metrics" section - are now part of the Overview tab. If you need them alongside ad-account data, add them via the Metrics Selector on the Overview tab.