Overview
A scannable rollup for Northwind — tells you if anything needs attention before you dive into Performance, Keywords, or Campaign Health.
Revenue down 34.7% on Today Tab. Search Results remained steady at +5.6%.
View Details →No automated signal computed yet — open tab to review keyword and auction dynamics.
View Details →44 of 1,421 campaign-days budget-capped this period. Overall health within baseline.
View Details →Performance
Track performance trends, spend, and conversions over time.
| Placement | Revenue | Impressions | Taps | Conversions | TTR | CPT | CPA |
|---|---|---|---|---|---|---|---|
| Search Results (75% share) | $2.1M +5.6% | 35.4M +11.5% | 2.3M +3.6% | 1.1M +1.9% | 6.38% | $0.92 | $1.86 |
| Search Tab (22% share) | $607.5K +33.1% | 61.8M +31.8% | 640K +16.8% | 240K +17.7% | 1.04% | $0.95 | $2.53 |
| Today Tab (2% share) | $68.0K -34.7% | 7.3M -38.9% | 110K -19.3% | 28K +10.0% | 1.50% | $0.62 | $2.46 |
Keywords & Auction
Browse keyword performance, BCF classification, search volume, and auction dynamics.
Campaign Health
Monitor budget utilization, cap frequency, and operational baseline stability.
The AI Trust Boundary
Internal BI tools lose user trust when model-generated commentary is intermingled with ground-truth financial accounting. In BI Web Tool v2.0, AI capabilities are quarantined in a dedicated Tools domain with explicit data provenance.
Audited financial figures, exact spend tallies, and deterministic SQL aggregates. Displayed in Explore 1–3.
Natural language query translation, correlation hypotheses, and exploratory summaries. Clearly labeled with synthetic provenance.
How to Use the BI Web Tool
The recommended flow for taking an alert from top-line rollup down to exact operational cause.
Check "This Week's Signal" and Status Snapshot to answer: "Is anything broken right now?"
Isolate which placement or country absorbed the variance (e.g. Today Tab down 34.7%).
Determine if the swing was driven by competitive auction pricing or budget caps.
Glossary & FAQ
Key terms used across the BI Web Tool to deflect routine Slack questions.
Taps ÷ Impressions. Measures ad relevance for a placement independent of cost.
Reflects auction bidding pressure — rising CPT signals rival advertisers competing for shared inventory.
Shared navigational context carried forward from Performance → Keywords → Campaign Health.