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. 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 – Campaigns: 

1. From your navigation dashboard, within the Paid Media Category click “Paid Media Campaigns”
   1. Paid Media Campaigns is designed to show you how all of your campaigns 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. Adset Name: Group of ads that share the same settings on how they run
6. Ad Name: All ads tied to a specific campaign
7. After selecting your desired filters, click “Hide Filters”

5. In the middle of the page, users have the option to select 2 KPIs in the corresponding dropdown that will adjust both the scatterplot and the trendline beneath the drop down menus
   1. Selecting KPI 1 will determine the horizontal access in the scatterplot and the blue line in the trend line chart
   2. Selecting KPI 2 will determine the vertical access in the scatterplot and the orange line in the trend line chart
      1. Hover any over dot in the scatterplot or point in the trendline to see more detail
      2. Click on any dot in the scatterplot to filter the entire page to solely focus on the selected campaign or select multiple campaigns by holding “control” and selecting multiple dots, or by highlight a section of the graph
      3. Click on a particular day in the trend to see how all campaigns performed on that particular day 

6. The bottom chart filters out selected campaigns 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 – Campaigns:

1. Understand which campaigns are over performing and/or underperforming
   1. With desired filters applied, use the scatterplot in the center of the dashboard and the chart below to easily understand which campaigns are producing the highest conversions, conversion values and ROAS to scale

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

3. Monitor changes in ROAS over time to measure marketing efforts