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Beginner · 7 minutes

How to Track Marketing Performance & Analytics

Monitor KPIs, analyze channel performance, and get AI-powered insights across all your campaigns

What You'll Learn

Navigate the Analytics dashboard
Understand key KPI metrics
Use period selectors for date ranges
Read channel breakdown charts
Use the Analytics AI agent
Track AI agent usage and token costs
Export reports for stakeholders
Set up performance alerts

Prerequisites: For meaningful analytics data, you need at least one connected ad platform and one active or completed campaign. Data takes up to 1 hour to appear after initial platform connection.

Step-by-Step Guide

1

Open the Analytics Dashboard

Access analytics from the Marketing Command Center:

  • Navigate to Marketing → Analytics from the channel navigation
  • Or click the analytics KPI cards on the Command Center overview to jump directly to detailed views

Tip: The analytics dashboard consolidates data across all connected platforms. You don't need to check each platform separately.

2

Understand the KPI Metrics

The top of the dashboard shows four primary KPIs. Each card displays the current value and the change from the previous period:

Impressions

Total number of times your ads were shown to users

Clicks

Total clicks on your ads, with click-through rate (CTR)

ROAS

Return on ad spend — revenue generated per dollar spent

Spend

Total ad spend across all platforms for the selected period

3

Use Period Selectors

Adjust the time range to analyze different windows of performance:

  • Last 7 days: Ideal for monitoring active campaigns and spotting quick trends
  • Last 30 days: Best for monthly performance reviews and budget reconciliation
  • Last 90 days: Useful for quarterly reports and long-term trend analysis
  • Custom range: Click the date picker to set a specific start and end date

Note: The comparison percentage shown on KPI cards compares the selected period to the equivalent previous period. For example, "Last 7 days" compares to the 7 days before that.

4

Analyze Channel Breakdown

Below the KPIs, the channel breakdown shows performance segmented by platform:

  • Spend distribution: A pie or bar chart showing what percentage of your budget goes to each platform
  • Performance table: Sortable columns for impressions, clicks, CTR, spend, and ROAS per channel
  • Trend charts: Line graphs showing daily performance over the selected period, with channel-level filters
5

Use the Analytics AI Agent

The Analytics Expert agent can interpret your data and surface insights automatically:

  • Click "AI Insights" on the analytics dashboard to generate an automated analysis of your current data
  • The agent identifies top-performing campaigns, underperforming channels, and budget reallocation opportunities
  • Ask follow-up questions in natural language — e.g., "Why did ROAS drop last week?" or "Which creative performed best on TikTok?"

Tip: Run an AI Insights report at the end of each week. The agent gets smarter over time as it learns your campaign patterns and goals.

6

Track AI Agent Usage & Token Costs

Monitor how much your AI agent usage costs alongside ad spend:

  • Billing & Costs tab: Go to Marketing → Settings → Billing & Costs to view your AI token usage breakdown
  • Usage history: See per-swarm and per-agent token consumption with timestamps
  • Cost estimates: View estimated dollar costs for your current billing period, with projected month-end total

Best Practices

Check analytics daily during active campaigns

Early detection of underperformance saves budget. A 5-minute daily check can catch issues before they become expensive.

Compare channels to find your best performer

Use the channel breakdown to identify which platform delivers the best ROAS for your specific audience and objective.

Let the AI agent summarize for stakeholders

Instead of manually building reports, ask the Analytics Expert to "generate a weekly summary for leadership." It produces clear, non-technical summaries.

Use 30-day view for budget decisions

Short windows (7 days) are too noisy for budget reallocation. Use the 30-day view to identify stable trends before shifting spend.

Troubleshooting

Analytics dashboard shows no data

Problem: The dashboard is blank or all KPIs show zero.

Solution:

Check these common causes:

  • Verify at least one ad platform is connected (Marketing → Settings → Channels)
  • Check that the active entity selector is set to the correct project
  • Initial data sync takes up to 1 hour — wait and refresh
  • Ensure you have at least one campaign with impressions in the selected time period

ROAS shows as 0 or N/A

Problem: Spend and impressions appear but ROAS is missing.

Solution:

ROAS requires conversion tracking:

  • Ensure your campaigns have conversion events configured on the ad platforms
  • Revenue attribution may take 24–72 hours depending on the platform's reporting window
  • For brand awareness campaigns with no purchase events, ROAS will show N/A — this is expected

Data discrepancy between IPX and platform

Problem: Numbers on the IPX analytics dashboard don't match the native platform dashboards.

Solution:

Minor discrepancies are normal:

  • IPX syncs data every 15 minutes — there may be a short lag versus real-time platform data
  • Different platforms use different attribution windows — IPX normalizes to last-click by default
  • Timezone differences between your IPX settings and platform settings can shift daily totals
  • If discrepancies are large (>10%), try disconnecting and reconnecting the platform

AI Insights button is disabled

Problem: The 'AI Insights' button is grayed out or returns an error.

Solution:

The Analytics AI agent requires:

  • At least 7 days of campaign data in the selected period
  • Available AI token budget — check Billing & Costs for current usage
  • Professional tier or above for full analytics agent access
  • Starter tier users can access basic metrics but not AI-generated insights

Related Guides

Use the Marketing Command Center

Navigate the central hub where analytics is one click away

Create & Manage Marketing Campaigns

Build the campaigns whose performance you'll track here

Connect Ad Platforms

Analytics requires connected platforms — link yours here

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