The Ads & Marketing dashboard in Chariot provides a unified place to review your advertising performance across Google and Meta. This article walks through the four main reporting tabs — Overview, Campaigns, Transactions, and Channels — and explains how to interpret the insights shown on each page.
Where to Find the Dashboard
You can access the Ads & Marketing dashboard by navigating to:
Reports → Marketing
As long as your Chariot tracking pixel has been installed for at least 1–2 days, data will begin populating automatically.
1. Overview Tab
The Overview tab gives you the big-picture view of how your ads are performing over a selected time period (you can adjust the date range on the top right).
You’ll see:
Key Metrics
Number of purchases attributed to ads
Total ad spend
Total revenue from those attributed purchases
Return on Ad Spend (ROAS) calculated by dividing revenue by spend
Conversion Funnel
A funnel showing:
Impressions
Clicks
Actual purchases
This helps visualize how ad activity flows from visibility to revenue.
Performance Over Time
A dual-line chart showing:
How ad spend accumulates over time
How ad-driven revenue accumulates in comparison
Filtering
If you run both Google and Meta ads (or multiple campaigns on each platform), you can filter the Overview to display only the campaigns or platforms you want to analyze.
2. Campaigns Tab
The Campaigns tab breaks performance down at the campaign level across Google and Meta.
For each campaign, you’ll see:
Total cost for the selected period
Impressions and clicks
Revenue generated
Number of orders
What “Orders” Means in Chariot
An “order” refers to a booked job.
Once a lead books, we count that as an order for reporting purposes.
Why This Tab Matters
This view allows you to answer questions like:
Which campaigns are driving the most revenue?
Which campaigns have the strongest ROAS?
Are high-spend campaigns actually performing worse than low-spend ones?
Often, you’ll find that a single campaign may drive a lot of total dollars but have weaker ROAS than others — prompting you to dig deeper or reallocate spend.
3. Transactions Tab
The Transactions tab shows every individual purchase Chariot can attribute to:
A click from an ad
A call from an ad
OR unpaid sources, such as organic search or other sites passing tracking parameters
This table includes:
The job ID for each purchase
The source or campaign responsible for the attribution
Why This Matters
You can cross-reference these job IDs inside Chariot to investigate:
How a customer said they found you
Whether they were truly an organic visitor, a referral, or someone influenced by an ad
Whether an LSA listing or unpaid click triggered the initial interaction
Break down attributed ads by other data in Chariot (zip code, location type, etc.)
This helps movers understand whether conversions attributed to ads were actually new customers and how to refine campaigns to target similar customers moving forward.
Unpaid Attributions
If unpaid clicks (like organic traffic) include trackable parameters, those conversions also appear here.
4. Channels Tab
The Channels tab shows a breakdown of all tracked revenue by source — paid and unpaid.
This includes any revenue that can be attributed to:
Clicks
Calls
Paid campaigns
Unpaid sources with tracking parameters
Important to note:
This is not all of your revenue — only the portion that can be tracked and attributed.
This helps you understand which sources meaningfully contribute to revenue during the selected period.
Interpreting Insights and Making Decisions
Once you review these four tabs, you can start forming conclusions such as:
What’s working well?
Which campaigns may need adjustments?
Why certain ads outperform others?
How unpaid sources like organic search and referrals influence revenue?
You can also use this data to guide optimization — either on your own or with help from Chariot’s ads team, who can apply best practices and revenue-based optimization strategies.