Goal

Master the hierarchical navigation of the Ads Dashboard to quickly identify where to spend and where to cut. You'll learn how to read the violet "M" (Metrikia) columns, which separate your real CRM performance from the numbers reported by ad platforms.

Prerequisites

At least one ad source connected (Meta, Google Ads, or TikTok). If nothing is connected, go to Settings → Integrations to link a platform.
At least 7 days of synced data (the trend sparkline shows the last 7 days).

Step 1: Sources level (root view)

Open Performance Ads in the sidebar (URL: /app/ads).

You will see at most 3 rows, one per connected platform (Meta, Google Ads, TikTok), each with a colored icon to the left of its name.

The 3 KPIs at the top (Spend, Leads, ROAS) show the aggregate across all sources.

Step 2: Read the "M" columns (violet)

Three sticky violet columns follow you as you scroll horizontally:

M Leads: real CRM-attributed leads (Metrikia multi-touch attribution)
M CPL: real cost per lead (spend ÷ M Leads)
M ROAS: real return on ad spend (attributed revenue ÷ spend)

The other columns (Spend, Impressions, Clicks, CTR, CPC, CPM, Conv.) come straight from the ad platforms and do not reflect your actual sales.

Step 3: Drill down by clicking

Click the Meta row: you descend one level and see the Meta Ad Accounts of the tenant. The breadcrumb at the top displays Sources / Meta.

Click again: you reach the Campaigns for that account. Again: the AdSets. Again: the individual Ads with their thumbnails.

At each level, the Total row at the bottom summarizes the current scope.

Step 4: Read the Trend column

The last column shows a mini-graph (sparkline) of the last 7 days of spend:

Green: the trend is rising (or flat). Time to scale.
Red: the trend is dropping. Watch out for creative fatigue.

Step 5: Filters

Above the table:

Period: choose the analysis window (7d, 30d, custom)
Status: filter Active / Inactive (useful to ignore paused campaigns)
Search: searches within the current row name

Step 6: Go back up

Click All Sources (or any breadcrumb segment) to move up one level or back to root.

Common issues

Empty table? → No source connected, or no data synced. Go to Settings → Integrations and trigger a manual sync.

M Leads at zero while leads are present? → The Metrikia attribution matches touchpoints (visits, clicks) with your CRM leads via email/phone. If your CRM leads were not enriched with UTM or pixel data, M-attribution will be zero. See the Advanced Pixel Guide.

M ROAS very different from platform ROAS? → That is exactly the point of Metrikia: Meta over-attributes conversions (multi-attribution bias), Metrikia shows the CRM reality. M ROAS is your reference.

Going further

Ideas & Roadmap: if a feature is missing, propose it in Settings → Ideas & Roadmap.
Diana AI: ask tactical questions (e.g., "Which source should I cut?") via the floating Diana button at the bottom right.
Report a bug: support menu at the top right.

Navigate the Ads Dashboard