The ROPO dashboard is assembled according to the requirements of different departments, depending on what indicators are important to them in their work. The dashboard consists of several sheets: the main one and the ones formed for different departments.
On the main dashboard page you can track orders in units, revenue by online ROPO and offline, expenses, conversion rate by session, online ROPO and online + offline ROPO, i.e. all those indicators that marketing is focused on when planning its strategy.
General indicators are derived for executives - the marketing director and the executive director. While marketers work mainly with deeper level data, presented in the bottom table of the dashboard. The table is grouped by channel, each of which can be accessed and sources can be seen. In addition, the table contains data by session, online and offline revenue, revenue overall by channel, ROPO multiplier, order value, online DRR, online DRR plus offline. All this allows you to work with indicators to understand how different advertising channels work, what revenue they bring, what their efficiency levels are, and also to conclude what group of channels it makes sense to invest in, and from which channels it makes sense to leave.
All of this happens during the more in-depth dashboard phase. Each marketer, at the level of his or her area of responsibility, studies the data on the campaign channels: the ROPO multiplier, the DRR, and the number of sessions. For example, even if a channel has a high multiplier but few sessions, there is no point in investing in the channel, because the volume of revenue from it will still be low. To understand the effectiveness of a channel, a marketer looks at the channel's overall revenue, online and offline revenue, and the cost of ordering in that channel, and makes a decision.
But you can't make a decision on unconfirmed assumptions. You must first confirm your hypotheses before moving your budget from one advertising campaign to another.