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
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.