How to use the Daily Overview

Before reading anything, set the date range. The right choice depends on what you're trying to understand:

Ideally, check all three in sequence each morning. Each one gives you a different lens on the same business.

The targets section is where you start. It tells you at a glance whether you're hitting your goals across the core metrics: revenue, new customers, profit, marketing spend, and marketing efficiency.

The real value is in reading the gaps between metrics — not just whether individual numbers are green or red. A few common patterns:

Marketing efficiency looks great, but spend is behind plan You're getting the performance you wanted, but you're leaving budget on the table. This is a signal to push harder — tell your team to increase spend while the efficiency is there.

Spend is on target, but efficiency is off You're spending what you planned, but it's not working as well as expected. Time to talk to your marketing team about reallocating budget or pulling back in underperforming areas.

Margins are off, but everything else looks fine Your top-line metrics look ok, but profit isn't where you want it. Possible causes: you're discounting more than planned, costs have crept up, or you're seeing a higher share of sales from regions with higher logistics costs. The Daily Overview surfaces this; the detail is elsewhere.

The marketing efficiency section gives you a more granular view of the same question: how profitable is your marketing spend? Check the Marketing Profit Ratio here alongside your MER and aMER.

If something is off, the action is the same as above — loop in your marketing team to look at budget allocation and figure out where you're over- or underinvesting.

This section shows the platform-level data from your connected ad accounts. On a daily basis, this is less critical — your media buyers should be in the platforms checking this themselves. Skim it, but don't spend too much time here.

Here you see how spend and customer acquisition breaks down across channels, and which channels are performing better than others.

This is useful as an orientation layer: if a channel looks off, you know immediately who on your team to talk to. You don't need to investigate it yourself from the Daily Overview — you just need to know that something needs attention and who should own it.

This section splits your revenue between new and repeat customers — and it's easy to miss what's really going on if you only look at the total.

Your overall MER might look healthy, but if the majority of that revenue is coming from repeat customers, your new customer acquisition may be quietly underperforming. Long-term growth requires a steady flow of new customers. If your acquisition MER or acquisition Marketing Profit Ratio isn't where it needs to be, check this section — it may explain why.

If your margins looked off earlier, this is often where you find the answer. A discount rate higher than planned can prop up your top-line revenue while quietly eating into profitability.

If you're seeing this, the question to ask is whether the discounts are intentional and within budget — or whether they've crept up without a clear reason.

Finish with a quick look at what's actually selling. A few things to check:

The Daily Overview works best as a structured morning habit. Check yesterday → this week → this month, in that order. Each timeframe takes only a few minutes once you know what you're looking for.

The goal isn't to analyse everything deeply — it's to get a bird's-eye view of your business and quickly identify the one or two areas that need attention that day. Then channel your time and your team's resources toward those.