Campaign detail

Clicking a campaign name opens its detail page. The range picker is at the top, and below it the campaign’s metrics together with the change against the previous period of equal length. When there is not enough history the screen says “no comparison” instead of producing a misleading percentage against zero.

The funnel

The impression → click → conversion chain shows where you lose people at each step. Not every platform reports funnel numbers, though; for those that do not, the screen names them. That is not a fault — it is something that platform does not measure.

Impression share

Impression share only means something on search: “of the searches I could have appeared in, what share did I appear in”. Social platforms have no such measure and the screen says so. Because it is a ratio, rows are never summed and several campaigns’ share is not averaged flatly.

Attribution difference

Some platforms report conversions using their own default window rather than the one you chose. The screen names the platforms that behave this way; the gap between the two numbers is not an error but the result of two different windows.