Dashboards worth having: the 8 metrics for an operations dashboard

Thiago Nunes · 2026-10-07

To effectively manage your paid ad campaigns, it’s essential to have a dashboard that reflects the most relevant metrics. Here are the key ones you should include:

Spend by channel

Track total investment in each channel (Meta, Google, TikTok, etc.). This lets you identify where your budget is being used most effectively.

• Calculate weekly and monthly spend.
• Compare performance to adjust resource allocation.
• Look for variations that could indicate seasonality or changes in consumer behavior.

Confirmed orders

Quantifying the number of confirmed orders is crucial to understanding conversion.

• Track them daily and weekly to identify trends.
• Break them out by channel to see which platform is driving the most results.
• Evaluate the conversion rate relative to the traffic generated.

Confirmed CPA

Cost per Acquisition (CPA) should be monitored to make sure you’re not spending more than you should to convert a customer.

• Calculate the average CPA by channel and compare it with your profit margin.
• Track CPA fluctuations in real time so you can quickly adjust your campaigns.
• If CPA is too high, reassess your targeting and ad creatives.

Delivery

Delivery metrics help you understand how your campaigns are being served.

• Analyze impressions, clicks, and CTR (Click-Through Rate).
• Check for discrepancies across channels and adjust your bidding strategy as needed.
• If delivery is low, consider increasing the budget or reviewing your targeting.

Cash flow

Cash flow is vital to your e-commerce operation.

• Track inflows and outflows, factoring in not only sales but also acquisition and operating costs.
• Set a financial buffer to make sure you can sustain campaigns even during slow months.
• Make financial projections to identify periods of higher risk.

Other metrics to consider

While the metrics above are crucial, don’t forget to include:

• Return on Investment (ROI)
• Cart Abandonment Rate

• LTV (Customer Lifetime Value)

Your dashboard should be clear and easy to interpret. With these metrics, you’ll have a holistic view of the operation, allowing you to make more informed decisions.

What’s your average CPA on your current campaigns? Share it with the community!