# Overview

* **KPIs comparison with selected period (current/last day/month/year) with previous period**: helps with quick spotting of abnormal movement in critical KPI; Green up-tick indicates a positive change (eg: increase in sessions or transactions) and a Red down-tick indicates a negative change; This section only lists KPIs specific to Marketing channels (paid channels)

![](https://2079715147-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2Fhalo%2F-LvtNOAZXpYRUovT6LKr%2F-LvtNwCo8zbd_BQUJ3Dl%2F9.png?generation=1576142097580158\&alt=media)

* **Unpaid Vs Paid Revenue trend**: movement of Paid and Unpaid individually and together to understand their interdependence

![](https://2079715147-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2Fhalo%2F-LvtNOAZXpYRUovT6LKr%2F-LvtNwCpDsMJbLOUlHON%2F10.png?generation=1576142097540452\&alt=media)

* **Ad Spend Vs ROAS trend**: monitor if spend and ROAS move proportionally and to see what is the optimal spend at which max ROAS can be achieved

![](https://2079715147-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2Fhalo%2F-LvtNOAZXpYRUovT6LKr%2F-LvtNwCqbDLI1A1yp80N%2F11.png?generation=1576142097503056\&alt=media)

* **Paid Channel Comparison**: comparing KPIs across main channels to capture performance; selecting a particular channel will populate that channel specific campaigns in the table below

![](https://2079715147-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2Fhalo%2F-LvtNOAZXpYRUovT6LKr%2F-LvtNwCr5-MIyx0vriEW%2F12.png?generation=1576142097519652\&alt=media)

* **Campaign grouping**: drill-down into the campaign level performance; selecting a particular campaign will also reflect the same data filter in the above table

![](https://2079715147-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2Fhalo%2F-LvtNOAZXpYRUovT6LKr%2F-LvtNwCsbTtV8FhOV5v9%2F13.png?generation=1576142097512122\&alt=media)

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