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Headline KPIs
Net = ecommerce purchases / transaction revenue · Policies Issued / GWP = policy_issued users / AT Total Price · vs prev period & last year
| KPI | Current | vs prev. period | vs last year |
|---|
Running rate
Pace based on the selected period
Product funnel · unique users
Acquisition breakdown
| Channel | Sessions | Net Policies | vs prev | vs LY | Net GWP | Net CR | Policies | GWP | CR |
|---|
Device breakdown
Net vs gross policies per device · Δ vs prev period & last year on Net Policies
| Device | Sessions | % sess. | Net Policies | vs prev | vs LY | Net GWP | Net CR | Policies | GWP | CR |
|---|
Engagement metrics
Property-level · vs previous period & last year
| Metric | Current | vs prev. period | vs last year |
|---|
Engagement by channel
Engaged sessions and engagement rate per channel
| Channel | Sessions | Engaged | Eng. rate | Bounce |
|---|
Landing pages
Net Policies attributed to the session's landing page · top 40 by sessions · sort by any KPI
| Landing page | Sessions | Bounce | Avg dur. | Net Policies | Net CR | Net GWP |
|---|
Paid media · by platform
Google Ads + Meta · Δ Spend vs prev period & last year
| Platform | Impr. | Clicks | Views | Spend | vs prev | vs LY | Policies | CPA | ROAS |
|---|
By category & brand
| Category | Spend | vs prev | vs LY | Policies | Brand € | Non-brand € | Google € | Meta € |
|---|
Spend & conversions by day
Stacked spend (Google + Meta) vs total conversions
Search impression share · Google Ads
Impression-weighted · share of eligible impressions won and share lost to budget
| Campaign | Type | Impr. | Search IS | vs prev | vs LY | IS lost (budget) |
|---|
Brand keywords
Top 25 by spend · brand campaigns
| Keyword | Impr. | Clicks | Spend | CPC | Conv. | CPA |
|---|
Non-brand keywords
Top 25 by spend · non-brand campaigns
| Keyword | Impr. | Clicks | Spend | CPC | Conv. | CPA |
|---|
Outcomes trend
Net Policies · Net GWP · Ads Spend
Organic search
From GA4's linked Search Console · current vs comparisons
| Metric | Current | vs prev. period | vs last year |
|---|