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Overview Page

Written by Kevin Jabbour

Get a high-level snapshot of campaign health, performance trends, and spend efficiency. Use this dashboard to identify where to focus UA optimization efforts and which campaigns have the largest potential impact.

What’s in Dashboards

  • Campaign Optimization Summary:

    • Displays total number of campaigns and distribution across Scale, Hold, and Cut statuses based on current predicted ROAS at the target DSI

      • Scale: ≥105% of target ROAS

      • Hold: 95 - 105% of target ROAS

      • Cut: < 95% of target ROAS

      • Click “Optimize Now” to navigate directly to detailed campaign recommendations

Performance Summary - Includes Three Key Charts:

  • Inefficient Spend Chart: Estimates the portion of marketing spend not meeting target ROAS within the default target DSI window

  • ROAS Curves by Recent Cohorts: Shows ROAS progression for the past four monthly cohorts

  • Actual Install & CPI Trends: Tracks install volume and CPI by cohort week for the past eight weeks

    • Click ‘Explore Trends by Install Date’ for further investigation

  • Share of Wallet & Installs by Network: Breaks down what percentage of total spend (“share of wallet”) and installs each ad network contributes

    • Click to view detailed breakdowns in the Trends by Install Date tab

  • Top & Bottom Campaigns: Lists the five best- and worst-performing campaigns (by predicted target DSI ROAS) over the past 7 days, filtered for confidence and scale relevance

    • Includes platform, network, daily spend, and ROAS to highlight biggest impact areas

    • Click any campaign to open its detailed recommendation view

  • Filters

    • Available for Performance Summary charts only:

      • Geo, Platform, and Network filters to refine chart data and summaries.

      • Adjusting filters updates ROAS curves, inefficient spend, and CPI/install trends accordingly

  • Tips & Warnings

    • ✅ Interpret Trends Directionally. Small day-to-day shifts are normal as new actuals update forecasts. Focus on overall direction, not single-day fluctuations

    • ✅ Inefficient spend reflects unrealized ROAS potential, not wasted budget. High inefficient spend may signal underperforming cohorts or overly aggressive targets

    • ✅ Disproportionate “share of wallet” vs “share of installs” can highlight overpriced or high-CPI networks worth deeper review

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