Aramya D2C
Marketing Dashboard
Aramya D2C · Marketing Dashboard

How to read this dashboard

This dashboard tracks paid and unpaid acquisition for Aramya D2C. It combines three data sources — MoEngage page view exports, order data, and Meta Ads Manager spend exports — to give a daily view of how traffic converts to orders across every channel.

Data Sources
Page Views
MoEngage analytics export. One row per UTM ID + UTM campaign combination. Columns are dates. Values are unique users per combination per day.
Orders
One row per order with order_date, order_code, utm_id, utm_campaign. Attributed to channels using the same rules as page views.
Meta Spend
Meta Ads Manager export. Campaign-level daily spend, impressions, CTR. Used in the Meta Funnel tab only.
Known limitation: MoEngage counts unique users per UTM combination. A user visiting from two UTM combinations in one day is counted twice. On OB blast days, total sessions can be 15-20% inflated.
Channel Classification

Campaign is checked first, UTM ID is the fallback. Both must be empty for Organic. First match wins.

Broad Channel Matching Rules
AdsMeta10+ digit ID, {{ad.id}}, TOF_Bulk, Lookalike, Repeat_>1, Repeat_1, Advantage, DPA_, Remarketing, Retargeting, Perfplus, Experimentation
AdsGooglePMAX, BrandSearch, YT_action, Kalira_, Aramya_3XL
AdsPinterestUTM ID = Pinterest (overrides campaign), or campaign contains Pinterest
AdsGPaygpay
AdsPhonePephonepe
AdsMagicPinmagicpin
SocialSocialBIO, Story, Post, Influencer, Influencer_Reg, SocialPin, Social_IG, Social_FB, Feed
RetentionWhatsApp Groupgroup
RetentionWhatsApp OBWA_, OB, reactivation, kwikchat, whatsapp, steal_deals, AS, Star Panel, ob_clearance, cart, sale, abc, eoys_ob
RetentionPush NotificationsPN_, PN, app_install, App_Push
RetentionRCSrcs
RetentionReferralreferral, s_referral
AffiliatesAffiliatesadmitad, analyticscloud, digisoftnexus, trackier_
OrganicOrganicBoth UTM ID and campaign empty / -- / "organic". Also: new_pdp, old_product
ExcludedExcludedPromotion_Store, Offline_ — not counted anywhere
Meta Funnel — Campaign Type Classification

Used in the Meta Funnel tab to split campaigns into New, Repeat, and Remarketing views.

Type Campaigns
NewTOF_Bulk_Lookalike+Targeting, Advantage+ shopping campaign_Videos_Bulk_30_Jan, DPA_Internal, Experimentation_14March
RepeatRepeat_>1_order_180D, Repeat_1_order_180D
RemarketingRemarketing_Product_Ads
SaleAdvantage_Holi_Sale — add future sale campaigns to this bucket
OverallAll active Meta campaigns combined (excludes Promotion_Store, Retail_awareness, Aramya_hiring)
ExcludedPromotion_Store_6jan, Retail_awareness_Campaign, Aramya_hiring_ads — not counted anywhere
Tab Guide
Channel Conversion
  • Sessions — unique users who landed from that channel on that day
  • Orders — orders attributed to that channel and date
  • CVR% — orders / sessions per channel per date
  • Color scale — pink = lowest, green = highest. Each row is scaled independently.
Meta Funnel
  • CPM — cost per 1,000 impressions. Lower is better (green = low cost).
  • Cost per PV — spend / page views. Lower is better.
  • CAC — spend / orders. Lower is better.
  • CVR% (PV to Order) — orders / page views. Higher is better.
Data Update Process

Replace the 3 files in the data repository daily. Dashboard fetches the latest on every page load.

Page views — MoEngage Analytics, Events, page_view, split by UTM campaign + UTM ID.

Orders — orders database export: order_date, order_code, utm_id, utm_campaign.

Meta spend — Meta Ads Manager, campaign breakdown, daily: Campaign name, Day, Impressions, Amount spent (INR), CPM, Unique CTR.

⬡
Page Views — GitHub
Auto-loads on open · click to upload manually
⬡
Orders — GitHub
Auto-loads on open · click to upload manually
Auto-loading data from GitHub... if this persists, click to upload files manually above.
✓
Page Views
Shared from Channel tab
✓
Orders
Shared from Channel tab
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Meta Spend (upload CSV or add Sheet URL)
Click to upload CSV
Upload the Meta spend CSV above to begin. Page views and orders are shared from the Channel tab.