Multi-channel overview: manage all your channels from one screen

Most media buyers juggle between 3 to 5 browser tabs to compare their ad channel performance. Metrikia centralizes everything in a single dashboard with comparable metrics, because data all comes from the same source of truth: your CRM.

Accessing the multi-channel view

The main dashboard displays a consolidated view of all platforms by default. To compare channels:

Open the ADS tab on the main dashboard
Use the Platform filter to isolate a channel or compare side by side
The table below shows metrics by channel, campaign, and ad set
Charts automatically adapt to your selection

Key comparison metrics

Metric	What it tells you	Why it matters
Spend per channel	Budget allocation	Do you know where your money goes?
Leads per channel	Prospect volume by source	Volume does not equal quality
CPL per channel	Acquisition efficiency per source	How much a prospect costs on each channel
Conversion rate	Lead quality per source	The channel that converts the most leads to customers
CPA per channel	Real customer acquisition cost	The ultimate metric for businesses that sell
ROAS per channel	Profitability per euro invested	The real ROI on every euro spent
Overall MER	Total Revenue / Total Spend	Overall marketing health of your business

The interpretation that changes everything

A channel can have a high CPL but excellent ROAS if its leads convert well into high-value customers. Conversely, a low CPL with a poor conversion rate is a classic trap, you pay less per lead, but those leads are worthless.

Golden rule: NEVER judge a channel on a single metric. Look at the full chain: CPL > Conversion rate > CPA > ROAS. This is what the Metrikia dashboard lets you do at a glance.

Pro tip: Ask Diana "Compare Meta vs Google CPL and conversion rate this month" for an instant summary with allocation recommendations.

Budget allocation strategy

The 70/20/10 method

For media buyers managing 3 simultaneous channels:

70% on the channel with the best historical ROAS (your "cash cow") : it pays the bills
20% on the second most profitable channel (your "growth") : your growth driver
10% on testing the third channel or new approaches, your ad R&D

Weekly rebalancing with Metrikia

Each week, open the multi-channel dashboard and check:

Real ROAS for each channel over the last 7 days
Compare to the previous week (upward or downward trend?)
If a channel exceeds others by 50%+ in ROAS, transfer budget
If a channel has been below 1x ROAS for 2 weeks, reduce drastically or cut
Use saved views to find this comparison each week in one click

Warning signals to watch

Rising CPL + declining ROAS = audience saturation, diversify
Stable lead count + declining conversion rate = lead quality issue, not volume
Rising spend + flat revenue = unprofitable scaling, revert to previous budget

Multi-channel reports for your clients (agencies)

Customizable dashboard

The Metrikia dashboard automatically shows:

Bar charts: spend and revenue by channel
Line charts: ROAS evolution by channel over time
Comparison table: all metrics side by side with sorting and filters
Header KPIs: key figures for the current month

Export and reporting

Export multi-channel data for your client reports:

Apply desired filters (period, platform, campaign)
Click Export
All platforms are included in a single file (CSV or Excel)

Advanced use cases

Saturation analysis

When you increase budget on a channel, monitor in Metrikia:

Is CPL increasing faster than budget? (non-linear ratio = saturation)
Is ROAS declining as you scale?

If so, the channel is hitting saturation. It is time to distribute excess budget to another channel or test new audiences.

Cross-channel synergy (multi-touch attribution)

Channels often work together in the buying journey:

Meta creates awareness (the prospect sees the ad)
Google converts (the prospect searches for your brand and clicks)

In this case, cutting Meta may reduce Google conversions, even if Meta ROAS seems low in last-click attribution. This is where Metrikia's multi-touch attribution (9 models) comes into its own: it shows you the real contribution of each channel at each stage of the journey.

Pro tip: Try the U-Shaped attribution model in Metrikia to give 40% credit to first touch and 40% to last touch, with 20% distributed among intermediate touches. It is a good compromise for visualizing cross-channel synergies.

Multi-channel analysis