Your Paid Media dashboard category is connected to your Paid advertising platforms and allows you to monitor KPIs across multiple platforms in a single source to maximize ROI. Paid media dashboards answer the question “where is my money going and what am I getting for it?

Use Cases for Paid Media 

Use these dashboards to:

• Understand which platforms are over performing and/or underperforming
• Understand which campaigns and adsets are over performing and/or underperforming
• Make budgeting decisions across platforms to scale spend in performing platforms and cut spend in underperforming platforms
• Make budgeting decisions across campaigns to scale spend in performing campaigns and cut spend in underperforming campaigns
• Monitor changes in ROAS over time to measure marketing efforts
• Monitor your agency’s performance to ensure your ROI

How to access Paid Media Dashboards:

1. From the Navigation screen, Click the radial button next to “Paid Media Category” on the left side of the screen to see all available views within Paid Media
2. The Paid media category consists of 6 core dashboard views and 1 automated weekly report. All customers are subscribed to receive this weekly report during your initial implementation. If you have any issues receiving the report please contact your CSM
3. As you move across the tabs at the top of paid media from left to right, your data will become more granular

Navigating Paid Media Dashboards:

Paid Media – Overview: 

1. From your navigation bar click “Paid Media Overview”
   1. Paid Media Overview is designed to show you how all of your advertising efforts across all of your paid media platforms are performing 
2. Change the date filters at the top of the screen to the timeframe you want to analyze
3. Change the Comparison Period dropdown to compare current timeframe to the previous period or the previous year

4. Next click the large blue button named “show filters” to see additional filtering options
   1. If you have only 1 brand connected, the brand name will automatically populate
   2. If you have multiple brands connected you can use this filter to select 1 or multiple brands to analyze
   3. Additional filtering options include:
      1. Ad Account Name:  Customer accounts connected to PenPath
      2. Channel:
         1. Search, Shopping, & Smart are all Google
         2. Social is Facebook, Instagram & Pinterest
      3. Data source: Paid Platform
      4. Campaign name
         1. Remember that for a campaign to show up it has to be running within the date range you have selected. If a campaign looks like it is missing please expand your date range
      5. Ad Name: All ads tied to a specific campaign
   4. After selecting your desired filters, click “Hide Filters”

5. In the middle of the dashboard you will see 2 additional dropdowns associated with a bar chart and trend line
   1. The first drop-down allows you to select the KPI you want to analyze. Selecting a new KPI will alter both the bar chart and the trendline.
      1. A green bar indicates higher performance than the comparison period
      2. A red bar indicates lower performance than the comparison period period
      3. The gray vertical line is the comparison period benchmark
      4. Click any bar to filter and unfilter page results

2. The second drop down allows you to change your date breakdown by day, week, month or quarter

6. The bottom chart filters out selected data sources and associated metrics in the given time frame. Metrics shown include”
   1.  Spend
   2. Conversion value
   3. Average conversion value 
   4. ROAS claimed
   5. Number of conversions
   6. Conversion rate
   7. Cost per conversion
   8. Clicks
   9. CTR
   10. CPC
   11. CPM 
   12. Total impressions

Solving your use cases with Paid Media – Overview:

1. Understand which platforms are over performing and/or underperforming
   1. Using the bar chart in the center of the dashboard and the chart below, easily understand which platforms are producing the highest conversions, conversion values and ROAS to scale

2. Make budgeting decisions across platforms to scale spend in performing platforms and cut spend in underperforming platforms

3. Monitor changes in ROAS over time to measure marketing efforts
   1. Change the KPI in the center of the dashboard to “ROAS – Claimed” to monitor ROAS performance over time
   2. ROAS can be viewed across all paid platforms or filtered to show selected data sources by opening “Show Filters” and selecting desired platforms within “Data Sources”