Overview
The Oracle dashboard is your central analytics hub. It provides a real-time, unified view of everything happening across your lead pipeline — from initial ad click to final conversion.
At a glance, you can see:
- Conversion metrics — How many leads are converting, and at what rate
- Funnel stages — Where leads are in your pipeline right now
- Pipeline value — Total estimated revenue in your funnel
- Trend analysis — How key metrics are moving over time across all connected platforms
The dashboard updates in real time as new leads arrive, dispositions change, and conversions fire.
Key Metrics
The top of the dashboard displays your most important KPIs as metric cards:
| Metric | Description |
|---|---|
| Total Leads | Number of leads received in the selected period |
| Conversion Rate | Percentage of leads that reached a "converted" disposition |
| Revenue | Total revenue attributed to converted leads |
| Cost Per Acquisition (CPA) | Ad spend divided by number of conversions |
| ROAS | Return on ad spend — revenue divided by ad spend |
Each metric card shows:
- Current period value — The metric for your selected date range
- Previous period comparison — The same metric for the prior equivalent period
- % change — Green (improvement) or red (decline) percentage indicator
Click any metric card to see a detailed time-series chart for that KPI.
Funnel Visualization
The funnel visualization provides a stage-by-stage view of your lead pipeline:
- New Leads — Leads that just arrived and haven't been contacted
- Contacted — Leads your team has reached out to
- Qualified — Leads confirmed as viable opportunities
- Proposal Sent — Leads who received a quote or proposal
- Converted — Leads that closed as customers
Interacting with the Funnel
- Click any stage to drill down and see the individual leads at that stage
- Drop-off rates are shown between each stage — see exactly where leads fall out
- Stage duration shows the average time leads spend at each stage
- Hover on any stage for a quick summary tooltip with lead count and value
Date Range & Filters
Date Range Selector
Toggle between preset date ranges using the selector in the top-right corner:
- Today — Current day
- Last 7 Days — Rolling 7-day window
- Last 30 Days — Rolling 30-day window
- Last 90 Days — Rolling 90-day window
- Custom Range — Pick any start and end date
Filters
Narrow down your dashboard data using the filter bar:
- Source — Filter by lead source (Facebook, Google, webhook, manual, etc.)
- Campaign — Filter by UTM campaign name
- Ad Account — Filter by specific ad account
- Disposition — Filter by current lead status/disposition
Filters apply to all dashboard widgets simultaneously. Active filters are shown as chips that can be individually removed.
AI Insights
Oracle AI continuously analyzes your data and surfaces actionable insights at the bottom of the dashboard.
What Oracle AI Detects
- Anomalies — Unusual spikes or drops in metrics (e.g., "Conversion rate dropped 15% this week")
- Root causes — Drill-down explanations (e.g., "60% of lost leads came from Facebook Campaign X")
- Opportunities — High-performing segments you could scale (e.g., "Google leads convert 3x better than average — consider increasing budget")
- Recommendations — Specific actions to take based on data patterns
How It Works
Insights are generated automatically and refreshed every few hours. Each insight includes:
- A plain-language summary of what happened
- The data behind the insight (with links to drill down)
- A suggested action you can take
Dismiss insights you've acted on, or star them to revisit later.