Read the Meta Insights dashboard

The Performance dashboard is where you see how your Meta campaigns are doing. It is designed to be read in 10 seconds and acted on in a minute: no manual exports, no spreadsheets, no juggling Ads Manager tabs. One screen gives you 7 KPI cards, a time chart, a breakdown table with 15 segmentations, a white-label PDF export, and a link to the visual Creative Grid.

Before you start

You need an active Meta connection in your workspace and at least one published campaign. The dashboard lives in the sidebar under Meta Ads, then Performance. If you have not connected Meta yet, start from the Ads Management module.

The filter bar

Three selectors sit at the top and stay visible:

• Ad accounts: multi-select, so an agency can aggregate several client accounts in one view. Values stay in each account's native currency, with a hint when currencies differ.
• Period: quick presets (last 7, 30, or 90 days, this month, last month) plus a custom range. A "Compare with previous period" toggle shows deltas against the equivalent preceding window.
• Breakdowns: a chip picker for age, gender, country, device, platform, and more. You can combine one primary breakdown with one action breakdown; incompatible chips disable themselves automatically, matching what Meta accepts in a single query.

Filters live in the URL. Copy the link to a colleague and they see exactly the same view.

The 7 KPI cards

Spend, Impressions, Reach, CTR, CPC, Frequency, and ROAS. Each card carries a freshness badge such as "Updated 12 min ago": green means data under 2 hours old, amber between 2 and 24 hours, red older than a day. Clicking the badge refreshes just that card, so you never lose your place in the table below. Hivenue also pre-refreshes the last 24 hours for all active accounts every hour, which is why the dashboard usually greets you with fresh numbers even on first open.

The time chart and breakdown table

The chart plots spend and impressions on a dual axis, and its granularity adapts to the period: hourly for the last 24 hours, daily up to 30 days, weekly up to 90, biweekly beyond. That keeps it readable at any range.

With a breakdown selected, the table shows one row per segment value, sortable by any column, 25 rows per page. Clicking a row drills down into that segment.

Dual ROAS: Meta vs Hivenue

The ROAS card shows two numbers side by side. Meta ROAS is what Meta computes from the pixel and CAPI, counting the conversions Meta attributes to itself, including view-through. Hivenue ROAS is computed by the Analytics module by matching real orders against UTM parameters with a last-touch model.

The two often diverge, and that is the point: Meta tends to over-attribute, Analytics is more conservative. If Meta says 4x but Hivenue says 1.2x, you have an attribution or pixel problem worth investigating. When Analytics finds no orders with matching UTMs, the card honestly says "Meta only" instead of showing a fake zero; the usual causes are missing UTMs on your ad URLs or Analytics not yet connected to your store. See the Tracking module for getting attribution wired up.

The Creative Grid

The Creative Grid answers "which creatives are pulling and which are burning budget" in about 5 seconds. Every creative is a tile in a grid, with three visual signals:

• Spend bubble (top right): its size is proportional to the square root of spend, so a 5,000 euro creative does not shrink a 50 euro one into invisibility. Spend is computed on the visible, filtered set.
• ROAS border (bottom edge): five discrete color bands rather than a gradient, a deliberate accessibility choice. Red is below break-even (under 1x), orange 1 to 2x, yellow 2 to 3x, green 3 to 5x, dark green 5x and above, grey when no purchase events are recorded.
• AI tags: once a day the system analyzes each image and labels it with the number of faces, the dominant color, and an estimated text density (shown when it passes 10%). Handy for spotting patterns, like whether creatives with people outperform the rest.

The operational read: sort by spend descending, then look for red and orange tiles near the top. Those are creatives spending a lot and returning little, your first candidates for a pause. Hover a tile for the full KPI set, click it for a detail panel with an enlarged preview, the ads using that creative, and a direct link to open it on Facebook. A minimum-spend slider under the grid filters out low-spend noise.

White-label PDF export

The Export PDF button generates a 5-page report in a couple of seconds: cover page, KPI summary with period comparison, the time chart rendered as crisp vector graphics, the top breakdown rows, and a snapshot of the best creatives. The report uses your workspace logo and primary color, not Hivenue's, so it is ready to send to a client as is. If the export errors out, the dashboard is usually still waiting on an async report; let the banner clear and retry.

Good to know

• Some data is fresher than other data, by design. Hivenue caches Meta responses in layers: recent data refreshes often, stable historical periods refresh daily. An amber badge on a 60-day view is normal; one click on "Sync now" updates it.
• Heavy queries run asynchronously. Long periods, breakdowns, and multi-account views are queued by Meta and typically complete in 30 seconds to 2 minutes, with a progress banner that fills in automatically. If a query times out, shorten the period, drop a breakdown, or query fewer accounts at once.
• Segmented data stops at 13 months. Meta only keeps breakdown data for the last 13 months. Aggregate KPIs without breakdowns go further back. Exported PDFs are a good historical archive.

Ten seconds on the KPI cards, five on the grid, and you know where this week's budget should move.