Dashboards and Reports
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FAQ - Checkout P.P.C.T. Dashboards

Find answers to frequently asked questions and situations related to Guru's Checkout P.P.C.T. Dashboards . the data presented helps visualize sales behavior over time, identify patterns by hour and day of the week, and analyze product performance at checkout to support strategic decisions.

On this page:

  • Information Management in the Checkout P.P.C.T. Dashboard

  • Conversion Indicators at Checkout

  • Sales Behavior by Period

  • Product Performance

Information Management in the Checkout P.P.C.T. Dashboard

Find guidance on how to filter, update , and export the information displayed in the Checkout P.P.C.T. Dashboard. You can adjust the data according to the desired period and use features that facilitate the analysis of your business, keeping the information updated.

- How can I filter the data in the Checkout P.P.C.T. Dashboard?

To filter the information in the Checkout P.P.C.T. Dashboard in the Guru admin, click on the side menu and access Dashboards. In Dashboards, select P.P.C.T. and then Checkout.

The filters display:

  • Period: by default, it searches the dashboard with data from the last 28 days - you can use the predefined time interval buttons or select the date you want to view;

  • Tracking User: the tracking user;

  • P.P.C.T. Groups: tracking groups.

This way you can segment the dashboard data and analyze checkout performance by evaluating sales and conversion results according to the selected filters.

By filtering the Checkout P.P.C.T. Dashboard you access specific tracking information you wish to consult.

- Why should I manually update the Checkout P.P.C.T. Dashboard?

MANUAL updating of the Checkout P.P.C.T. Dashboard is recommended to display the most recent data, especially when there are new sales, clicks, or changes in tracking.

THE dashboard uses a temporary cache (approximately 5 minutes) to optimize information processing. By manually updating, the system ignores this cache and retrieves the most current records available.

This action is particularly useful for:

  • Monitoring recent data: viewing clicks, checkouts, and sales that have just occurred, without waiting for the next automatic update cycle;

  • Monitoring high-volume periods: during launches or traffic peaks, manual updating facilitates immediate tracking of metrics such as total clicks, total sales, and conversion rate;

  • Validating configurations: after creating or adjusting tracking, updating helps confirm that events are being correctly recorded in the dashboard.

For cost and ROI analysis, frequent updates are not necessary, as ad data is imported, on average, every 2 hours.

You can filter the Checkout P.P.C.T. Dashboard to access specific tracking information you wish to consult.

To update your Checkout P.P.C.T. Dashboard, access the side menu in the Guru admin and click on Dashboards. Then, select P.P.C.T. and, next to it, Checkout. In the upper right corner, click on Update.

- How can I export the data from the Checkout P.P.C.T. Dashboard?

To export the data from the Checkout P.P.C.T. Dashboard, access the side menu in the Guru admin and click on Dashboards. Then, select P.P.C.T. and, next to it, Checkout. Click on PDF at the top of the page. After a few minutes, the PDF Download will appear for Saving.

If you wish to export your dashboard data, access Manage Checkout P.P.C.T..

Conversion Indicators at Checkout

Clarify your doubts about the statistics presented in Checkout P.P.C.T., such as sales value and metrics that help identify optimization opportunities in the final conversion stage.

- What indicators are presented in the Statistics of the Checkout P.P.C.T. Dashboard?

The Checkout P.P.C.T. Dashboard presents, in the Statistics section, the main indicators to monitor the performance of tracked sales in the analyzed period.

In this section, you can view:

  • Total Clicks(1): the total clicks registered in tracked sales;

  • Total Sales(1): the total value of all tracked sales;

  • Total Valid Sales: only tracked and completed sales - excluding cancellations, refunds , and chargebacks;

  • Conversion Rate(1): the ratio between registered clicks and tracked and completed sales.

(1) The information refers to the informed period.

With these indicators, you can evaluate checkout efficiency, identify bottlenecks in the purchase process, and support optimization decisions focused on conversion and revenue.

You can filter the Checkout P.P.C.T. Dashboard to access specific tracking information you wish to consult.

- Do the presented statistics only consider approved sales?

NO. The Checkout P.P.C.T. Dashboard presents indicators that differentiate purchase attempts from effectively completed sales, offering a more complete view of checkout behavior.

Generally, the data is organized as:

  • Total Sales: include all tracked sales in the period, regardless of status (approved, pending or unfinished) - consult the possible sales statuses;

  • Total Valid Sales: consider only successfully completed sales, usually with status approved or complete;

  • Conversion Rate: is calculated based on valid sales in relation to the volume of clicks, reflecting the actual efficiency of the checkout;

  • Total Clicks: considers the volume of accesses that initiated the process, helping to identify how many customers reach checkout but do not proceed to purchase.

With this, the dashboard allows comparing how many purchase attempts occurred with how many were effectively paid, helping to identify if eventual conversion drops are related to payment or interest in the offer.

For better analysis, it is possible to save the image of the statistics chart in the Checkout P.P.C.T. Dashboard.

You can filter the Checkout P.P.C.T. Dashboard to access specific tracking information you wish to consult.

Sales Behavior by Period

Understand the distribution of sales over time and identify the hours and days of the week with the highest conversion volumes. With the Sales by Hour and Sales by Day of the Week charts, you can recognize audience behavior patterns and align your traffic and offer strategies with the periods of best performance.

- How to identify the days of the week and times with the highest sales volume and how this information impacts the sales strategy?

THE analysis of the Sales by Hour and Sales by Day of the Week charts allows identifying when the audience is most likely to complete a purchase.

Based on the days and times of highest sales volume, you can make strategic decisions, such as:

  • Concentrate investments in paid traffic during periods of highest sales volume, prioritizing days and times with proven performance history;

  • Activate campaigns and communications at the right time, scheduling ads, emails, and messages to reach the customer when purchase intent is highest;

  • Optimize cost per sale, reducing investments in low-conversion periods and improving the overall ROI of the operation;

  • Adjust offer and creatives during hours or days with inferior performance, testing new approaches to increase efficiency in these intervals.

This analysis helps align traffic, communication, and offer with moments of greatest conversion potential, making the sales strategy more predictable and efficient.

To view the exact volume of new sales on a specific day and time, simply hover the mouse over the square of interest.

Sales by Hour

- How to interpret the Sales by Hour heatmap?

THE interpretation of the Sales by Hour heatmap is done by the intensity of the square's colors.

THE reading should be done as follows:

  • darker squares indicate the days and times when the highest volume of new sales occurred in the filtered period; and

  • lighter squares indicate a lower volume of sales.

This indicator facilitates the identification of moments of highest purchase intent and serves as a basis for strategic decisions regarding traffic, communication, and checkout optimization.

To know the exact volume of new sales on a specific day and hour , simply hover the mouse over the square of interest. Additionally, for a more detailed analysis, you can adjust the analyzed period in the dashboard filters and consider that the chart only displays active sales, without including automatic subscription renewals.

Sales by Day of the Week

- How can sales data by day of the week help my business?

By identifying the days of the week when your operation generates the highest volume of new sales, you distinguish the real conversion traffic volume.

From this, it is possible to:

  • Optimize traffic investments: direct more budget to days with better performance and reduce spending during periods of lower return;

  • Improve checkout: analyze if the conversion rate varies by day of the week and identify opportunities for improvement in the payment process;

  • Plan campaigns and promotions: base launches and promotional actions on the historical weekly behavior of customers, considering the last 28 days;

  • Analyze segmented performance: apply filters to understand how campaigns, links, or tracking groups behave throughout the week.

You can use the Checkout P.P.C.T. Dashboard filters to view sales performance by day of the week in a given period.

Product Performance

Understand the performance of products that went through checkout during the period you want to analyze. You can identify which products generate more sales and thus evaluate the effectiveness of offers displayed at the payment stage.

- What indicators are displayed for Products in the Checkout P.P.C.T. Dashboard?

In the Checkout P.P.C.T. Dashboard, a ranking of the top 10 best-selling products in the selected period is displayed, allowing analysis of each offer's performance at the time of conversion.

For each product, the following indicators are presented:

  • Products

  • total quantity of items sold - in sales with kits, each item is counted individually;

  • Clicks

  • volume of tracked accesses that directed to the product;

  • Sales

  • total transactions made involving the product;

  • Value(1)

  • gross revenue generated by sales;


  • VALID

  • quantity of tracked sales that were completed and approved;

  • Value (Valid Sales)

  • financial value corresponding only to effectively paid sales;

  • Conversion Rate

  • percentage of valid sales in relation to the total clicks received.

(1) The information refers to the informed period.

By analyzing these indicators, you can evaluate which products have the greatest impact on revenue and help assess the conversion efficiency of each offer at checkout.

For better data visualization and analysis, you can export the Products spreadsheet by clicking the CSV button in the upper right corner of the section.

Use the Checkout P.P.C.T. Dashboard filters to access the ranking of best-selling products for the period you want to view.

- How to use this data to optimize the offer at checkout?

The product ranking displayed on the Checkout P.P.C.T. Dashboard helps identify offers that generate the most results at the time of payment.

Based on this data, you can optimize the checkout as follows:

  • Prioritize more profitable offers: direct greater investment to products with a higher conversion rate and higher value of valid sales, increasing return on traffic;

  • Optimize products with high intent: products that show many clicks but a low conversion rate indicate an opportunity for improvement at checkout - to solve this, you can use Guru's Neural A/B Test to validate variations of the checkout page, allowing the system to automatically direct more traffic to the version with better performance and greater financial return;

  • Increase average ticket: use products with good performance in the ranking and create complementary products, such as order bumps - in addition, you can configure an additional product, such as upsells, from offers already validated by the public;

  • Adjust payment methods: compare the sales (attempts) with Valid (approved) indicators - relevant differences may indicate the need to review installment plans or add other payment methods.

These actions allow you to transform ranking data into practical decisions to improve checkout conversion and profitability.

For better data visualization and analysis, you can export the Products spreadsheet by clicking the CSV button in the upper right corner of the section.

- DOES the product ranking consider products sold in kits?

Yes, the product ranking displayed on the Checkout P.P.C.T. Dashboard considers products sold in kits, but the count is based on the total quantity of individual items delivered to the customer.

To interpret this data in the ranking, it is important to observe the distinction between the indicators:

  • Products: shows the total number of individual items that will be delivered to the buyer - for example, if you make three sales of a kit containing four products, the system records 12 products in the ranking;

  • Sales: counts the number of transactions (orders) made - that is, in the previous example, the system would record only three sales.

With this segmentation, you can know exactly the volume of stock moved and the acceptance of offers that group multiple items, facilitating logistical control and profitability analysis of combos.

For better data visualization and analysis, you can export the Products spreadsheet by clicking the CSV button in the upper right corner of the section.

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