GA4A client dashboard should answer three questions: did we make money, what moved it, and what should change next. Ten numbers cover all three.
The ten numbers, in reading order
- Money: store revenue and orders from the store, then total ad spend across every channel, in one currency.
- Return: MER, blended CAC and the break-even line they are read against. Draw the line on the chart.
- Customers: the share of orders from new customers, so growth from new buyers is not mixed with repeat sales.
- Funnel: conversion rate from session to order, from the analytics tool, split by device.
- Channels: platform ROAS per channel, with the attribution window written next to it.
- Honesty: one line for anything not measured this period, shown as 'not measured', never as zero.
When a number moves
- First, read the honesty line. A gap in the data looks exactly like a fall in results.
- Second, check spend and revenue together, not one at a time.
- Third, read the customer and funnel lines to find which part of the chain changed.
Made-up scenario: platform ROAS fell from 3.4 to 1.9 in one week, while MER stayed at 3.1. The honesty line said the purchase event had recorded no orders for two days. The platform number was the broken one, not the business.
