Summary Page Setup

Rabah gives an in-depth walk through on Summary Page, including his favorite sections and metrics, and how to use Summary Page to improve performance.

Key Sections & Metrics

Hey everybody, Rabah here. Today we're going to go through one of my favorite features in the app called the summary page. The summary page is comprised of sections. Those sections are then built with metrics. Those metrics can be ordered in whatever way you want, and then the sections can be in whatever hierarchy you want.

So before I jump in, I want to talk to you about three metrics that I really care about. We have a thesis at Triple Well called three ROAS to rule them all. So as a media buyer, you care about three things you care about, effectiveness, efficiency, and profits. And so what these metrics do is they abstract away attribution and give you ultimately the health of your business and how effective, efficient, and profitable your ads are.

So without further ado, let's jump into the summary page. So I'm actually going to show you guys breaking news here. Well whenever this lands. But we're going to look at the actual new design. So let me flip the new design on. It's absolutely stunning.

So what you're going to see here is my first section is going to be the three ROAS to rule them all.

So the first one is going to be ecosystem ROAS, blended ROAS, MER. Everybody has a different name for it, but that's not important. What's important is actually the formula. So this is going to be your total sales over your total ad spend. So for every dollar in ad spend, how many dollars in revenue am I driving? So that's a really, really awesome heuristic to not only pace from, but also understand again how effective your ads are. The next metric you're going to care about is new customer ROAS.

So what you don't want to get into is wringing a dry towel. And if you're just constantly reactivating people that are already in your ecosystem, you're going to hit LTV ceilings. That's no bueno.

So what you can do is track your ncROAS to make sure that your ads are efficiently bringing in new people into the fold to then expand that actual target market that then you can make more revenue. The LTVs will go higher, everybody's happier. And the last thing we're going to talk about is POAS. So this is just going to be ultimately the contribution margin, but CMOAS doesn't really roll off the tongue. So what we do is we call it profit on ad spend.

And all you're doing is taking the gross profit divided by your total ad spend to understand how many gross profit dollars are you driving for every dollar in ad spend. So that's kind of what you're seeing there on my total three ROAS to rule them all section.

You have these nice comparatives that you can see to understand the comparison in the deltas. So I'm actually going to choose last month.

So I can look at month over months. And then you're going to see these deltas pop up. You can see total ad spend is going to be over here, my total blended ad spend. We actually give you another cut of MER in a percentage form. This is just going to be your total ad spend divided by your total sales. So ultimately the way you would read that metric is just 9% of my total revenues are spent on ad dollars.

Custom Metric Builder & Customer Mix

So just moving down, I like to look at my Shopifys next.

So I have my total orders, my AOV from Shopify, my total refunds, my return rate, and then net sales, and then my total gross sales there. And so you can see these beautiful visualizations, you can drill over to see the peaks, valleys, see where you are succeeding, where you're not succeeding. The next thing I like to look at again was that profitability. So net profit. So I have my POAS metric, which we talked about, which is gross profit over total ad spend.

You can get really crazy if you want. We have a custom expenses tool that you can add all of your custom expenses in and therefore you can actually use the numerator instead of gross profit. Using our custom metric builder, you can actually use net profit. And so you can use net profit over total ad spend.

And so you can actually understand how many net profit dollars you're driving per ad dollar. It's pretty cool. Wouldn't recommend it unless you have a really tight relationship, whether you own the business or you're an agency partner where you're partnering at a really intimate level because at the operational level there's not a lot of things that you have input on and those will then detract from that performance.

The next thing I like to look at is my customer mix.

So new customer CPA is really great. I like to look at new customer ROAS personally, but depending on the business, if you have a really good hold on what your LTVs are, say six month, 12 month LTVs, using a new customer CPA is actually a really great way to buy and pace from because you understand, hey, if I pay $50 for somebody right now and I know in six to nine months I'm going to get $120 out of them, you're going to buy that $50 person all day, twice on Sunday.

So really cool metric to pace from depending on again, the visibility and longevity you have in the business and understanding of your customers and LTV. I air on the side of ncROAS, but new customer CPA is fantastic.

Again, I like to see my blended CPA and then I see the breakout of new customer revenue versus returning customer revenue as well as new customers versus returning customers.

This is actually really cool as well where you can actually move these columns around really easily. Super easy peasy to make that ordering exactly how you want it.

The next thing I look at is our subscription. So if the business has a subscription avenue, we use Recharge for this current business, or this is a previous client of mine, but we used Recharge as subscription service. All the orders and recharged are tagged. And so you can actually just create a custom metric, again in our custom metric builder to track all your recharge sales.

Subscriptions, Campaigns & Flows

And then I like to lastly, look at the bottom here where it shows the percentage of subscription sales that contributed to the total revenues. So in this case, 21% of total revenues were actually subscriptions for this business during the month of July. Or June, excuse me.

The next thing, really, really important Klaviyo, you want to understand the contribution in terms of what your email's doing.

In Klaviyo you can send out communications one to two ways. One being a campaign that's sent by human to what flows and those flows are triggered by actions. And then you need to understand your subscribers and net new subscribers.

So right here you're going to see our total revenues and then you're going to have the delta. So it's down a little bit from May, which is not great. Your net new subscribers, so that's going to be your total subscribes minus your unsubscribes. So this person's list is still growing by 2,000 people. Fantastic. 2,000 have subscribed, 712 in unsubscribe.

Wonderful, that's super fine. What that's going to inform is are you sending too many emails, are the emails effective? Are they actually valuable to your consumers? Things of that nature to make sure that you don't want to always be selling, there needs to be value generation on your email list. And so it's a really easy way to peek in. We love Klaviyo, but sometimes getting just some general metrics can be really, really challenging, so this is a really easy way to see that.

And then lastly, I'm going to see, again, I was telling you about that breakdown of campaigns to flows.

You're going to understand here what the contribution and percentage terms and then absolute dollar terms is by campaigns as well as flows. Super, super important. And this person's around 36% of sales coming from Klaviyo. Fantastic.

That 30, 40% is a really nice sweet spot. If you start to get more than 40%, it gets into a weird place because you should understand why you're only acquiring from email. And if you get below 20%, there's some more meat on the bone. So I really find that 30 to 40% is a really perfect sweet spot for a business. Again, it'll matter on a few contextual things, how old the business is, what type of product it is, the sales cycle, et cetera. But rule of thumb is around that 30 to 40% is spot on.

The next thing I'm going to look at is the website traffic conversion rate from Google Analytics. And then lastly, just the paid media performance. So I'm going to bring in all of everything.

So my Facebook ROAS, my Google ROAS, my ad spend, all those things. Again, I'm only on two... Or I keep saying me, I used to run this account, that's why I said that. This previous clients only spending on two channels, so Facebook and Google. But if you were on TikTok, I would add that snap, pins, whatever any channels I'd want to look at.

And then you can just kind of see all the meat and potatoes of those channels. So the way I kind of place my hierarchy in terms of the dashboard and the summary page is the really kind of glanceable metrics that the C-suite, the stakeholders are going to care about are going to be at the top. And the more granular stuff that people like media buyers per se, are going to care about, you're going to have those more detailed metrics, if you will at the bottom.

Using the Pin Page

And then lastly, it's the pin page. So you're going to watch, if you go through all the videos, you'll see a colleague of mine, Logan, actually has a different take on the pins page, or the pins section, excuse me. And so this is what's really cool about the summary page is everybody can have their own summary page in the way they find it most efficacious to consume that data at Triple Whale we're not all about data for data's sake.

We're about data for insights that'll drive actions that'll then make you more money. So this is just how I used to use it when I was running my agency. The pin page is really cool. It's a special section that you can basically hover over any metric and then click this little pin and it'll pin it to that section, which is fantastic.

But what I used it for was actually whenever I had a client ask me about X, Y, or Z metrics, I would just pin those metrics really quickly. And you can see over here there's a little share tool. And so you can actually email them this, Slack them this, or actually share this URL. So it's actually a naked URL that you'll get.

You can copy this URL and then just send them this URL and it'll instantly show them in a really nice page that is password list, so it's totally naked so be aware of that. But for stakeholders that don't want to set up account, whatever, you can send this link and they can see those metrics that they're asking about exactly what you want.

So you're out at the pub, you're out the park, whatever, you're just enjoying your life and you get that super sketchy ping from a client, "Hey, what's X, y, and Z doing?" You can easily do that. And so that's what I use my pin metrics for. But again, different strokes for different folks and you can set it up in whatever way you want.

This is also something that Logan talked about was average contribution margin per order, which is pretty cool. So there's a lot of really neat things that you can do in the custom metrics section.

But yeah, all of this is actually available on our mobile app as well. So you can check it from not only the pin section, but every section that you create is going to be available on iOS and Android. So make sure you download that. But yep, that's it. That's the new design. That's how I set up my summary page. And pretty much for every client that I worked with at my agency, it was pretty much a variation of this where I had my three ROAS, my shopy, my customer mix, Klaviyo, and then the individual channels below.

So I hope you enjoyed it. Go set up your summary page today, pin some metrics, and thanks for triple whaling.

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