What is on the screen
A period selector at the top — last 7, 30 or 90 days, or a Custom range you set — and views that regroup the same period By channel, By campaign, or By strategy. The view you are on can be taken out as a CSV export of that table. Below that, sections, each answering one question:What you do here
1
Start at Needs attention and Anomalies
They are the two sections that point rather than describe. Everything else is context for what they raise.
2
Read the funnel to see where guests stop
It separates guests who left before asking for a price from those who left after seeing one. Which of those is happening changes where you would go looking next.
3
Compare ROAS only where you recorded spend
A campaign with no spend entered can show bookings, but its return cannot be calculated. Spend is set on the campaign itself.
4
Switch views to change the question
The same period read By channel, By campaign and By strategy answers three different questions from one set of bookings. Lead time distribution tells you how far ahead your guests actually book.
5
Export when the reading belongs somewhere else
CSV export takes the table you are currently on — the channel, campaign or strategy view — out for a report or a conversation this screen is not the place for.
A figure here describes what happened, not why. A strategy at the top of the list was applied to bookings that converted; the screen cannot tell you whether it caused them or simply rode along with a busy week. Treat the sections as places to start looking.