Instacart dashboard

Update to 4/17/2026

1. Function Introduction

Instacart homepage dashboard provides a comprehensive and structured view of advertising performance. On the dashboard homepage, you can quickly understand overall performance and key drivers across your account.

In this dashboard, you can view:

Summary metrics across single or multiple stores, along with trends of key performance indicators
Performance analysis across different campaign types

2. How to Use

1. Select date range and store scope

Choose the desired time range and retailer/store to analyze performance.

Attribution Mode:
Instacart supports both Linear and last touch, you can switch modes to view data for different time periods..

2. Apply filters

You can refine the data scope using the following filters:

Campaign type (e.g., SP, SD, SV)
Attirbution Mode (e.g., Linear, Last touch)

3. Data Chart Description

a. Overall Performance Metrics

Displays aggregated performance metrics for the selected time range, including:

Spend
Sales (Attributed Sales / Direct Sales /Halo Sales depending on definition)
Orders / Units
ROAS
CTR / CVR / CPC
New to Brand metics

Also includes comparison with the previous period (e.g., WoW or MoM) to help evaluate performance changes.

You can directly switch metrics on the panel to view specific values and trend charts.

b. Account Analysis and Campaign Type Analysis

Visualizes performance of key metrics by Accounts or Campaign Types, including:

Spend
Sales (Attributed Sales / Direct Sales /Halo Sales depending on definition)
Orders / Units
ROAS
CTR / CVR / CPC
New to Brand metics

You can directly switch the metrics to view using the dropdown menu.

c. Ad Spend and Sales by Account or Campaign Type

Shows the distribution of:

Ad Spend
Ad Sales

by:

Account
Campaign Type

d. Performance table of Account and Campaign Type

Displays the detailed performance metrics by account and campaign type

4. Metrics

Metric	Ad Type	Description
Attributed Sales	SP, SD, SV	Your campaign product sales after a user views or clicks your ad.The attribution window lasts 14 days.
Spend	SP, SD, SV	The number of units sold after a user views or clicks your ad.
Attributed Units	SP, SD, SV	The number of units sold after a user views or clicks your ad.
ROAS	SP, SD, SV	Direct return on ad spend (direct attributed sales, divided by spend)
Impressions	SP, SD, SV	An impression is counted when at least 50% of an ad is viewed for at least 1 second. Impressions in Ads Manager are considered ‘viewable impressions’ and are filtered for invalid traffic and other event validations.
Clicks	SP, SD, SV	How many times customers clicked on the ad.
CTR	SP, SD, SV	How often an Ad viewable impression results in a click.
CPC	SP	How much money you spend, on average, for each click.
CPM	SD, SV	Cost per 1,000 impressions.
Direct Sales	SD	Your campaign product sales in USD or CAD, as applicable, after a user views or clicks your ad.
Direct ROAS	SD	Direct return on ad spend, calculated as direct attributed sales divided by total spend.
Halo Sales	SD, SV	Similar to direct sales, but also includes related products outside the campaign (ex. different flavors, pack sizes, and product varieties in the same brand for your category*). Halo sales can be lower than direct sales.
Halo ROAS	SD, SV	Halo return on ad spend (halo attributed sales, divided by spend).
NTB Sales	SP, SD, SV	Sales that came from consumers who haven’t purchased from your brand within the last 26 weeks.
NTB Sales %	SP, SD, SV	The percentage of all your sales that were new-to-brand.
NTB Direct Sales	SD	Sales of your campaign products that came from consumers who haven’t purchased from your brand within the last 26 weeks. This represents new-to-brand sales attributed directly to products included in the campaign.
NTB Direct Sales %	SD	The percentage of total direct sales that came from new-to-brand customers.
NTB Halo Sales	SD, SV	Sales of your related products that came from consumers who haven’t bought from your brand within the last 26 weeks.
NTB Halo Sales %	SD, SV	The percentage of all your sales that were new-to-brand halo sales.
NTB Spend	SP	The number of units sold from consumers who haven’t bought from your brand within the last 26 weeks.
NTB ROAS	SP	Direct return on ad spend, calculated as direct attributed sales divided by total spend.
Video Viewable Impressions	SV	A video viewable impression is counted when at least 50% of a video is played for 2 or more consecutive seconds. Impressions in Ads Manager are considered ‘viewable impressions’ and are filtered for invalid traffic and other event validations.

How to authorize Instacart account

Instacart Ads management

Last modified: 2026-04-21Powered by

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