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 who landed on site from that combination on that day.
Orders
One row per order with order date, UTM ID, and UTM campaign. Orders are attributed to channels using the same classification rules as page views.
Meta Spend
Meta Ads Manager export with campaign-level daily spend, impressions, and CTR. Used only in the Meta Funnel tab.
⚠ Known limitation: MoEngage counts unique users per UTM combination, not per session. A user who visits from two different UTM combinations in the same day is counted twice. On days with large OB blasts, total sessions can be ~15-20% inflated vs true unique users.
Channel Classification

Every session and order is attributed to a channel based on its UTM campaign and UTM ID. Campaign is checked first; UTM ID is the fallback. Channels are grouped into broad buckets.

${[ ['Ads','#f59e0b','Meta, Google, Pinterest, GPay, PhonePe, MagicPin — paid acquisition channels.'], ['Retention','#16a34a','WhatsApp OB, WhatsApp Group, Push Notifications, RCS, Star Panel — outbound to existing users.'], ['Affiliates','#7c3aed','Admitad, Analyticscloud, Digisoftnexus, Trackier partners — commission-based acquisition.'], ['Social','#2563eb','BIO, Story, Post, Social_IG, Social_FB — organic social traffic.'], ['Organic','#9ca3af','Both UTM ID and campaign are empty — direct or untracked traffic.'], ].map(([b,c,d]) => `
${b}
${d}
`).join('')}
Tab 1 — Channel Conversion

Shows sessions, orders, or CVR% by channel across a date range. Use the toggles to switch between daily and weekly view, and between metrics.

  • Sessions — unique users who landed on site from that channel on that day
  • Orders — orders attributed to that channel on that day
  • CVR% — orders divided by sessions for that channel and date
  • Color scale — pink = lowest value in that row, green = highest. Each row is scaled independently.
  • Unclassified — UTM combinations that didn't match any rule. Assign them manually at the bottom or add a rule.
Tab 2 — Meta Funnel

Full top-to-bottom funnel for Meta campaigns specifically. Requires the Meta spend file in addition to page views and orders.

  • Overall / New / Repeat / Remarketing — broad campaign type filter. New = TOF, Lookalike, Advantage+, DPA. Repeat = Repeat_1, Repeat_>1. Remarketing = retargeting campaigns.
  • Campaign dropdown — select one or more specific campaigns to drill down.
  • CPM — cost per 1,000 impressions. Lower is better.
  • Cost per PV — spend divided by page views from that campaign. Lower is better.
  • CAC — spend divided by orders. Lower is better.
  • CVR% (PV→Order) — orders divided by page views. Higher is better.
  • Color scale — for cost metrics (CPM, Cost per PV, CAC), green = lower cost. For volume/rate metrics, green = higher value.
Data Update Process

Data is updated daily by uploading fresh exports to the data repository. The dashboard fetches the latest files automatically on every page load.

Page views — download from MoEngage Analytics → Events → page_view, split by UTM campaign and UTM ID, date range as needed.

Orders — download from the orders database with columns: order_date, order_code, utm_id, utm_campaign.

Meta spend — download from Meta Ads Manager, campaign breakdown, daily, with columns: 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
Upload at least one file above to begin.
✓
Page Views
Shared from Channel tab
✓
Orders
Shared from Channel tab
↑
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.