FAQ - Dashboards Sales P.P.C.T.

Find answers to frequently asked questions and situations related to the Sales P.P.C.T. Dashboards from Guru. With the data presented in this dashboard, you can comprehensively monitor the performance of your paid traffic campaigns, facilitating the analysis of clicks, checkouts, sales, costs, ROI, and profitability by source and tracking.

On this page:

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

• Capture Funnel Indicators

• Statistical Summary

• Performance by Source

• Plan Performance (Products)

• Analysis by Tracking

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

Learn how to filter, update and export the information displayed in the Sales 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 Sales P.P.C.T. Dashboard?

You can filter the information in the Sales P.P.C.T. Dashboard in the Guru admin. To do this, click on the side menu, access Dashboards, select P.P.C.T. and then, Sales.

By applying the filters, you can analyze:

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

• Tracking User: the tracking user;

• Sources: the tracking source;

• P.P.C.T. Groups: tracking groups.

With this, you can segment the dashboard data and analyze sales performance more precisely, according to the desired period, source, or tracking group.

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

To export the data from the Sales 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, Sales. Click on PDF at the top of the page. After a few minutes, the PDF Download will appear for Saving.

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

The Sales P.P.C.T. Dashboard automatically loads sales managed in the system, but manual updating ensures that the displayed information considers the most recent data processed by the platform, especially after registering new sales or applying different filters.

To update your Sales 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, Sales. In the upper right corner, click on Update.

- How often should I update the dashboard?

To monitor the latest performance of your business, you can update your dashboard whenever new data is synchronized, such as sales integration with processors, payment confirmation, or tracking adjustments, for example.

Capture Funnel Indicators

Clarify your doubts about the financial and operational indicators presented in the Capture Funnel. They allow evaluating campaign efficiency, identifying bottlenecks, and analyzing return on investment (ROI) based on recorded costs and revenue.

- What data is displayed in the Sales P.P.C.T. Capture Funnel?

The Capture Funnel section of the Sales P.P.C.T. presents the main data of the conversion flow for campaigns tracked in the analyzed period.

Here, you can view:

These indicators are strategic for you to evaluate the financial performance and efficiency of campaigns, identify optimization opportunities, and make assertive decisions about budget adjustments, channels, and traffic strategies.

- How to interpret revenue and cost in the funnel?

In the Sales P.P.C.T. Dashboard, revenue and cost help understand the relationship between traffic investment and the financial return of campaigns.

You can observe how these indicators behave throughout the funnel to assess whether the generated return aligns with the investment made:

In revenue and ROI, you access information such as the total valid sales and the value invested in traffic.

The relationship between revenue and cost is analyzed through roi and efficiency indicators.

- What does Ideal CPV mean?

The Ideal CPV (Ideal Cost Per Sale) indicates the projected cost per sale by the system for the campaign to maintain the expected profitability.

In practice, the Ideal CPV functions as a strategic parameter to guide optimization decisions, indicating how much can be invested per sale to keep the return on investment within expectations.

How does it work in Guru?

In Guru's reports, the Ideal CPV can be presented in two variations:

• Ideal CPV (100% ROI), which considers the ROI cost per ideal sale;

• and Ideal CPV, which directly represents the reference cost per sale.

Statistical Summary

Find answers to your questions about consolidated numbers from the Sales P.P.C.T., such as total sales value. The statistics offer an objective reading of the overall campaign performance in the analyzed period, facilitating quick comparisons and results analysis.

- What metrics are displayed in the Sales P.P.C.T. Dashboard Statistics?

The Statistics section of the Sales P.P.C.T. Dashboard presents general indicators that help analyze the performance of checkouts initiated in the selected period.

The following metrics are displayed:

• Total Clicks⁽¹⁾: the total clicks of the checkouts;

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

• Total Valid Sales⁽¹⁾: the total valid sales from checkouts;

• Conversion Rate⁽¹⁾: the conversion rate of clicks from checkouts.

(1) The information refers to the informed period.

These metrics offer a summarized view of conversion volume, facilitating the identification of opportunities for improvement in campaign performance.

- How to identify bottlenecks between clicks and sales in the Sales P.P.C.T.?

To identify bottlenecks in the conversion process, analyze the relationship between the metrics displayed in the Statistics section on the Sales P.P.C.T. Dashboard.

By comparing these indicators, you can understand at which stage the greatest loss occurs and direct optimization actions in the funnel.

Some possible scenarios are:

• A high volume of clicks, with few sales, may indicate friction in the purchase process, perceived value of the offer, or unavailable payment methods - you can review the checkout experience (reducing steps and mandatory fields) or evaluate if the price, payment installment conditions, and guarantees are clear;

• A low volume of clicks may indicate problems with segmentation, ad communication, or offer attractiveness - you can adjust campaign segmentation to reach a more qualified audience; have one or more active integrations with advertisers; validate if the value proposition is clear and attractive from the first contact; test ad and offer variations to identify which generate greater interest.

By analyzing these scenarios and taking actions like these, you can correct specific funnel bottlenecks and improve the conversion rate, directing efforts to the points that most impact sales performance.

Performance by Source

Understand sales performance according to the traffic sources identified in the trackings. With this, you can analyze which channels generate more conversions, revenue, and financial return and make more assertive decisions about media investment allocation and campaign optimization.

- Which metrics are displayed in the Sources section of the Sales P.P.C.T. Dashboard?

The Sources section of the Sales P.P.C.T. Dashboard presents a consolidated view of campaign performance by traffic source, grouping all trackings linked to the same source.

In this section, the following metrics are displayed:

These metrics allow identifying which traffic sources generate more sales and better financial return, facilitating comparison between channels and strategic direction of media investments.

- is it possible to identify the most profitable source by the Sales P.P.C.T.?

Yes. The Sales P.P.C.T. Dashboard allows identifying the most profitable traffic sources through comparative analysis of the metrics displayed in the Sourcessection, which consolidates data from all trackings from the same traffic source.

In it, you visualize data from all tracking links used in the same traffic source, such as Facebook, Google, or Instagram, offering a comparative view of each channel's performance.

For this evaluation, focus mainly on:

• ROI (Return on Investment): main profitability indicator, as it relates the revenue obtained to the invested value;

• Net Total: effective value to receive after deducting fees, commissions, and other costs;

• CPV (Cost per Sale): shows how much was invested, on average, to generate each sale;

• Revenue: represents the gross volume of revenue generated by the source.

By comparing these metrics, you can direct investments to the channels that bring the highest return and adjust strategies for sources with lower performance.

Plan (Product) Performance

Clarify your doubts about the performance of plans (products) on the P.P.C.T. (Sales) Dashboard. The presented data allows identifying which offers generate more sales and greater financial results, supporting strategic decisions on campaigns, pricing, and product structure.

- How is the total number of plans (products) sold calculated?

On the Sales P.P.C.T. Dashboard, the total number of plans sold indicates the volume of items commercialized for each plan (product), considering the offer's composition, and not just the quantity of sales made.

To perform the calculation, the system multiplies the number of approved sales by the number of products included in each plan (product) - for example, if a plan is sold 5 times and each sale includes 3 products, the dashboard will display 15 products sold.

• The products considered correspond to the total number of items that make up the plan (product) sold and that must be delivered to the end customer;

• Only sales with approved or complete status are considered in the ranking.

- What does the Total Affiliates indicate in the analysis of plans (products)?

The total affiliates represents the total value paid in commissions to affiliates for the sales of each plan (product) in the analyzed period.

This metric allows evaluating the participation of the affiliation channel in plan performance and the impact of commissions on the product margin - high values indicate strong participation of affiliates in sales, while lower values may signal predominantly direct sales or reduced commissions.

- How to prioritize metrics in the analysis of Best-selling Plans (products)?

The choice of metrics to prioritize in the analysis of Best-selling Plans (products) depends on the analysis objective. Each indicator offers a different perspective on plan performance and should be interpreted strategically.

With the analysis of metrics you need to prioritize, you can correctly interpret plan performance and make more strategic decisions about offer adjustments, pricing, and investments.

Analysis by Tracking

In this analysis by tracking you will find questions and guidelines that help interpret the individual performance of each P.P.C.T. link on the Sales P.P.C.T. Dashboard and understand how each tracking contributes to campaign results.

- What values are displayed in the Trackings section of the Sales P.P.C.T. Dashboard and how to use them in Guru?

The Trackings section presents the detailed performance of each tracking link (P.P.C.T.) in the analyzed period.

The values displayed in this section help compare different campaigns, ads, or promotional pieces, facilitating the identification of more efficient trackings and those that require adjustments.

With this information, you can optimize traffic investments, pause low-performing links, scale more profitable campaigns, and improve your customer acquisition strategy within Guru.

- What is the difference between Sources and Trackings in the Sales P.P.C.T. Dashboard?

The difference between Sources and Trackings in the sales P.P.C.T. dashboard lies in the form of grouping and the detail of the information presented.

• Sources: presents a consolidated view of the performance by traffic source, bringing together trackings associated with the same channel, such as Facebook Ads or Instagram - this view facilitates the analysis of which channels are generating more sales, revenue, and overall financial return;

• Trackings: presents a detailed view by tracking link (P.P.C.T.) created for specific campaigns - it is possible to individually analyze the performance of each link, including metrics such as clicks, valid sales, revenue, and ROI.

Thus, in Sources you can evaluate the global performance of each channel, while in the Trackings section you can compare the performance of campaigns, ads, or specific variations within the same source.

- Why do some trackings appear with clicks, but no sales?

In general, if a tracking shows clicks but no sales, it may be necessary to adjust the settings or check for account status restrictions.

The most common causes are:

• Zero credit balance: with the balance exhausted, Guru stops registering new conversions, even if clicks continue to be counted - you can check your credits in the My Account section of the admin;

• Inactive or canceled subscription⁽¹⁾: if the trial period has expired or if the plan is not active, the system stops counting sales in trackings - therefore, it is important to activate the plan before the end of the trial, ensuring the continuity of conversion registration;

• Incorrect URL flow: the ad must point to the P.P.C.T. disclosure URL, and the page's purchase buttons need to direct to the P.P.C.T. Checkout;

• Inconsistent tracking fields: P.P.C.T.s from the same campaign must use the same product and the same tracking field;

• Use of external shorteners: third-party tools can break the tracking chain;

• Limitations of external platforms: external platforms may hide the destination URL, making it difficult to automatically link the sale to the P.P.C.T.

(1) Canceled subscriptions cannot be reactivated. To avoid operational interruption, regularize your situation by clicking on the platform's notice to regularize payment, to change/update registered card details.

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