The Escalafy dashboard is flexible and includes metrics you won't find anywhere else. Here's what you need to know to read it correctly.
Customize the dashboard
Sections and metrics can be moved and customized, and you can even create your own sections (for example, a "Marketing" one). The dashboard automatically compares each metric against the equivalent previous period.
Orders > 0 vs total orders
- Orders > 0: only orders that were actually paid. Orders with a pending bank transfer payment are not counted.
- Total orders: all orders, without filtering by payment status.
What is CPA?
- Meta CPA: the ad spend needed to acquire one sale, according to the standard metric.
- Escalafy's own CPA: takes spend across all channels and compares it against the sales you got.
Which period are metrics compared against?
Always the equivalent period right before the selected range, like a mirror: a week is compared with the previous week; a day, with the previous day; a month, with the previous month. Always the same number of days back.
Dollar exchange rate
You can choose the dollar rate type (crypto, blue, card) to view your numbers and convert your dollar costs, and adjust the rate manually with a positive or negative percentage. The rate is saved per day: when you look at past periods, the rate you had on each day is respected.
How is the dollar exchange rate applied to each order?
Escalafy uses the rate from the day each order came in to run the calculations, based on what you set in Settings > Exchange rates. If you reprocess older orders, the rates are not overwritten: each order keeps the rate from the day it was created.
Does the "Profit" Escalafy sends to the Google pixel already deduct costs?
Yes. The profit Escalafy reports to the Google pixel deducts all costs (product, shipping, fees and taxes) except additional costs (fixed and variable).
Download reports
Inside the dashboard, when you choose the "table view", you can download reports from there.