> For the complete documentation index, see [llms.txt](https://docs.moleculedata.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.moleculedata.com/dashboards/dashboard.md).

# Dashboard

The attribution dashboard — metrics, attribution models, drill-down tables, and in-table ad management.

The Dashboard is the heart of Molecule Data: your store revenue and ad performance in one place, deduplicated and attributed.

## Filters

* **Date range** with presets (Today, Yesterday, This week, Last 7 / 28 / 30 / 90 days, This month, Last month, This year, or Custom), plus a **Compare** toggle for a comparison range (**Previous Period** or **Previous Year**).
* **Attribution method** — choose how conversions are credited to touchpoints. Models combine three choices:
  * **First touch / Last touch / U-shape** — credit the first touchpoint, the last one, or split credit between first and last.
  * **Direct / Non-direct** — whether direct visits can receive credit.
  * **Non-SEO** variants — additionally exclude organic search touchpoints.
* **Filter panel** — narrow everything on the page by Sources, Campaigns, Ad set names, Ad set IDs, Ad names, and Ad IDs.

{% hint style="info" %}
Not sure which attribution method to pick? [How attribution works](https://docs.moleculedata.com/understanding-your-data/how-attribution-works) shows what each one does to the same order, and which to start with.
{% endhint %}

## Overview

A strip of metric cards, each with the current value, comparison value, change, and a sparkline. Click **Customize** to hide, show, and reorder the cards — your layout is saved.

Available metrics include: **Total Sales, Net Sales, Spend, ROAS, Net ROAS, Clicks, Impressions, Conversion Rate, First Time Sales, Total AOV, Net AOV, First Time AOV, Total Orders, First Time Customers, First Time ROAS, CAC, CPO, CPC, CPM, Channel ROAS, Channel Conversions, Channel Conversions Value**.

Hover the **ⓘ** on the **Total sales** and **Net sales** cards to see exactly what they count — including why Total sales can be higher than the figure in Shopify, which subtracts refunds on the day they happen.

Each one is defined, with its formula, in [Every metric, explained](https://docs.moleculedata.com/understanding-your-data/every-metric-explained).

{% hint style="info" %}
**ROAS** is Shopify's actual revenue attributed to marketing spend. **Channel ROAS** is what the ad platform itself reports — it is not deduplicated and serves only as an indication of performance on that specific channel. See [Why your numbers don't match](https://docs.moleculedata.com/understanding-your-data/why-your-numbers-dont-match) for why they differ and when to use each.

**Net ROAS** removes VAT, shipping and returns, and is the number to judge profitability on — see [Net ROAS](https://docs.moleculedata.com/understanding-your-data/net-roas).
{% endhint %}

## Drill-down tables

Tabs break performance down by **Sources**, **Campaigns**, **Ad Sets**, **Ads**, and **Countries**. Each table supports:

* Global search, sorting, and per-column filters.
* **Export CSV**.
* **Customise Columns** — build and save your own column sets, and set one as default.
* A 7-day **Trend** sparkline column (Campaigns and Ad Sets).
* An ad **preview** column (Ads tab).

### Manage ads without leaving the dashboard

Straight from the table you can:

* **Turn ads, ad sets, and campaigns on or off** — the change is written back to the ad platform.
* **Update budgets** — set the daily or lifetime budget on campaigns and ad sets.

For a simple routine on what to pause and what to scale, see [Decide and act](https://docs.moleculedata.com/running-your-ads/decide-and-act).

## Charts

Below the tables is a grid of charts you build yourself. Out of the box it holds **Spend by source**, **Sales trend**, **ROAS** (blended and first-time), **Clicks by source** and a **Total sales** trend — change any of them, or add your own.

Charts belong to the **company**: everyone on your team sees the same set, and a change anyone makes is saved for everybody.

### Add or edit a chart

Click **+ Add chart**, or open a chart's menu and choose **Edit**. Then pick:

* **What to show** — **One metric**, **Two metrics** (for example ROAS against Spend), or **One metric, split** into a line or bar per source, campaign, ad set, ad or country.
* **Metric** — any of the 22 dashboard metrics, each drawn as a **Line**, **Bars** or **Area**.
* **Split by** — **Source**, **Campaign**, **Ad set**, **Ad** or **Country**, shown as **Lines**, **Grouped bars** or **Stacked**, for the **Top 5** or **Top 10** (the rest are added up as **Other**).
* **Show only** — narrow the chart to particular channels, and optionally to particular campaigns, ad sets, ads or countries. The date range and attribution method always come from the dashboard.
* **Default period** — **Day**, **Week** or **Month**. You can switch it on the chart itself at any time.
* **Width** — **Half** or **Full**, and a **Title** (leave it empty and one is written for you, such as "ROAS vs Spend").

From the chart menu you can also **Duplicate**, change the width, or **Remove** a chart. Drag a chart by its header to move it. A dashboard holds up to 20 charts.

**Reset to default** puts the original set back — for everyone in the company, so it asks first.

### Reading a chart

* Stacked columns and single-metric bars show their **total above each bar**, and single-metric bar charts draw an **average line**.
* Line and area charts of money or counts mark their **peak**.
* A day with no sales or spend shows as 0; a ratio such as ROAS shows a gap on a day it cannot be calculated.

{% hint style="info" %}
Ratios such as ROAS, CAC or conversion rate cannot be stacked — their values do not add up. Charts split by **Country**, or narrowed to particular countries, can show sales, orders, new customers and AOV metrics only, because ad spend is not recorded per country.
{% endhint %}