Dashboards-Executive Dashboard

Lastest updated：2025/1/21

 

1. Feature Introduction

1. Summary of key metrics of all stores under your management and monitor the data from multiple perspectives such as ads, sales, new to brand, and time period comparison, so that the store's business is clear at a glance.
2. Alerts for campaigns and products with decreased performance over the last 7 days. Highlighted campaigns with improved performance and potential to increase budget
3. Monitor high-cost and high-sales ads, keywords, and ASIN top lists to detect any changes in performance in a timely manner.

 

2. Use Cases

1. Management personnel: pay attention to total sales, ads summary data, and multi-profile sales comparison, overview the business situation of each profile, and estimate the achievement of business goals

2. Operations personnel: Check the changes of key metrics daily, quickly discover anomalies and potentials, and monitor key campaigns and products

 

3. Conditions of Use

Data source and synchronization frequency description

• Sponsored Ads data (SP, SB, SD) comes from Amazon ads API, and the data synchs once every 2 hours
• Product data (product warning, potential products, ASIN list) comes from SP-API, and the data is updated daily, with 15 days of historical data updated each time
• Total Sales and Total Units within the past 2 days in the Sales overview, Full-funnel Analysis (Organic Sales), Store Comparison, and Weekday Analysis cards are updated hourly.

Store-level Total sales and Total sales data mentioned above are sourced from Amazon's real-time API and are obtained every hour. However, the refund data for historical time cannot be updated, so there will be some differences between the data in the past 2 days and the Amazon Platform.
The data from 2 days ago comes from SKU-level data in the Product Center, updated daily, and updated with historical 15-day data, which will effectively improve accuracy.

• Profiles which didn’t authorize SP-API cannot view the metrics comes from SP-API.

 

4. How to Use

How to interpret the period-to-period comparison?

• The formula for calculating the sequential growth rate:
  • The selected time period is called the current period, and the previous period that is equal in length to the selected time period is called the comparison period.
  • The sequential growth rate = (current period/comparison period -1) * 100%. If the rate is positive, it will display as increase, and if it is negative, it will display as decrease.
•  Color of the rate: From the perspective of Chinese customers, red represents positive changes and green represents negative changes. From the perspective of customers in other countries, green represents positive changes and red represents negative changes.
• When there is not enough data in the selected time period or the data in the previous period is not enough, the sequential growth rate cannot be calculated, and a "--" will be displayed. (After profile authorization, Xnurta will pull the historical 90-day data. If the time exceeds this range, it will be regarded as insufficient data)

 

4.1 Filters on the top

By default, the Executive Dashboard displays a data summary of all stores under your login account permissions in the past 30 days (including today).

1. Time: Select the start and end time range in the upper right corner of the page, or select the time range according to the shortcut options.
2. Store: Select one or more stores to view summary data. You can filter by country or enter a name.
   
3. Currency: When the selected store is in a single currency, you can switch between local currency or US dollars for display. When you select a store that contains multiple currencies, the system will automatically convert it to US dollars.

4. ACOS/ROAS: The upper right corner of the page can control the page display ACOS or ROAS

[New] Product filter: You can switch between ASIN, parent ASIN, or product line to filter products. If the selected store does not have SP-API authorization, filtering is available only by ASIN. After selecting a product, each module on the page will display the sales data of the product and the data of campaigns that include the product (excluding sponsored brand).

SA/DSP: As shown in the figure below, when the selected store contains both SA profiles and DSP advertisers (or there are bound stores such as SP/SB/SD/DSP like Demo store), the switching option will be displayed, and SP/SB/SD will be displayed by default. You can switch to DSP, and the dashboard will display DSP-related summary indicator cards

When the store data displayed on the Executive Dashboard includes stores authorized SP-API, modules in the Dashboard will show total sales data. For stores not authorized SP-API, the total sales and total units will be calculated as 0.

The total sales and total units of Vendor stores will be calculated based on shipped revenue and shipped units. You can filter and view the total sales under different sales methods through the Distributor View and Selling Program in the Vendor report.

When all the stores displayed on the homepage are not authorized SP-API, total sales data will not be displayed on the Dashboard, and you will only be able to view advertising-related data.

 

Tips：

1. Xnurta pulls up to 95 days of historical data after you authorize your store. You cannot view data from earlier dates, nor can you calculate the sequential growth rate from earlier dates.

2. If you log into a sub-account and the ASIN viewing rights are restricted, the data will be subject to this restriction. If you cannot find the product you want to view, please contact your main account administrator to confirm whether you have ASIN permissions.

3. Stores without SP-API authorization cannot filter data by parent ASIN or product line.

4. After filtering the products, the page data will not include sponsored brand campaigns.

 

4.2 Sales Overview

With SP-API authorization, the sales overview displays following metrics including:

1. Total sales, Spend, Ads Sales, Ads Orders, TACOS, ACOS, previous period data of metrics, and period-to-period camparison rate.
2. Trend chart of total sales and Spend
3. The Total Sales and Total Units are updated every hour, and the ads metrics are updated every 10-30 min.

Without SP-API authorization, the Sales Overview displays following metrics：

1. Ad Sales, Spend, Ad Units, Ad Orders, ACOS, CPA, previous period data of metrics, and period-to-period camparison rate.
2. Trend chart of Ad Sales and Spend.

 

4.3 Xnurta Productivity

1. Calculates Spend, Ads Sales and ACOS of AI Autopilot, Strategy&Recommendation, Tools (Rule-based Automation &Lock Ad Placements), and campaign of no optimization method.

2. You can hover to view the number of campaigns, proportion of metrics and other data details.

3. For each optimization method, we only calculate campaigns whose status is active and the status of optimization method is enabled or running.

 

4.4 Alerts and Opportunities

1. This dashboard includes four cards: Campaign Alert, Potential Campaigns, Product Alert, and Potential Products. The statistical time range is the past 7 days (excluding today), and it is not controlled by the time period selected on the page. The display granularity of products is SKU in seller profiles and is ASIN in vendor profiles. Only active campaigns are displayed in the list.

2. Each card is judged as abnormal according to a single indicator's sudden rise or fall, and the display logic is to calculate the period-to-period comparison rate of the indicator in the past 7 days and the previous 7 days. The largest comparison rate increase is regarded as a sudden rise, and the largest comparison rate decrease is regarded as a sudden drop. Only Top50 campaigns and products of the largest rate increase or decrease can be displayed.

3. Each table supports full-screen view and data download. Each metric supports sorting in ascending or descending order, and also supports the Minimum or maximum value filtering.

 

4.5 Advertising Performance

1. Top Campaigns List: Display the TOP50 campaigns according to the optional metics and campaign types. You can click on the campaign to view the details of the campaigns. Only active campaigns are displayed in the list.

2. Top Keywords List: The total of multiple match types by keyword targeting, displaying the TOP50 of the selected metrics. Clicking on the keywords can view detailed data of the keywords in different stores, ad groups, and different matchtypes in the pop-up box; Keywords, campaigns, and adgroups in the pop-up box can all be clicked to view details. The default calculation period is the past 7 days (excluding today). You can select other time ranges within the module. This module is not controlled by the time range selection in the upper right corner of the page.

3. Full-funnel Analysis: Display organic sales, ad sales, Spend, and ACOS of all Campaign types.

4. Conversion Efficiency: Conversion related metrics of current period, last period, and period-to-period comparison rate summarized for multiple profiles and the selected campaign types.When the page switches to the DSP, metrics display in chart will related to the DPV.

 

4.6 Sales Performance

1. Multi-profile Comparison: The multi-profile data comparison of the key metrics, the TOP5 stores of the selected metrics are displayed by default, and the display stores can be manually switched to view.

2. Top ASIN List: Displays the TOP50 ASIN according to the selected metrics summarized by ASIN code for multiple profiles. Click on the ASIN code to view the detailed data of each single profile, and jump to the corresponding product analysis page.

3. Dayparting Orders (hidden when not authorized by SP-API): Display Orders in the stores divided into 0-23 hours according to the ordering time, which can insight into the peak and valley values of the data and optimize time-sharing price adjustments and other data.
4. Weekly analysis (hidden when SP-API is not authorized): Sales data is displayed in a column chart from Monday to Sunday, offering a comparison between Total Sales and Ads Sales. You can switch to view Sales or Units in the upper right corner of the chart.

4.7 Single Store Dashboard

1. The data of a single store dashboard cannot be summarized and counted for multiple profiles. You need to select a single store from the store selected on the page to view it.

2. New to Brand: Count NewtoBrand data for SB and SD ads, including Sales, Orders, Units, and related proportions.

3. Competitors Brand Distribution (hidden when unauthorized SP-API): The data comes from competitor product recommendations in the Product Analysis. According to the competing products obtained from all ASINs under the store, the proportion of competing product brands is calculated.

4. Product Line Comparison (hidden when SP-API is not authorized): Display the Trend Chart of Total Sales, Total Units, and TACOS of multi-product lines. When there are more than 5 product lines, display the TOP5 ones of the selected metrics.

 

5. FAQ

How many profiles’ data can be seen on the Executive Dashboard?

Users can see the summary data of all profiles under the current user permission by default when entering the Dashboard, and can also select multiple stores to view. The upper limit of profile selection is 1000.

How long can the data be viewed on the Executive Dashboard?

One-time screening spans up to 1 year. When the selection time is too early, causing the previous cycle of the period-to-period comparison to exceed the last 90 days of the customer store authorization time, the comparison rate cannot be calculated and will prompt on the page that the period-to-period comparison cannot be displayed.

Why do some tabs in the Alerts and Opportunities have no data?

If there is no campaigns or products showing an increase or decrease in the period-to-period comparison rate, there will be no data displayed in the corresponding table.

How can I view TACOS by account? 

On the Sales overview chart at the top of the page, you can select all SP-API authorized stores to view the summarized total sales data and TACOS. 
In the Store comparison chart of the Sales Performance part, you can view the time trend comparison of total sales and TACOS data for different stores.

If you are unable to view TACOS, check the store filter in the upper right corner of the page. Only selected stores that are  authorized by SP-API can view total sales and TACOS data.

You can also further view data comparisons of multiple stores or multiple sub accounts on the Cross-Dimension analysis page of Reporting.