> ## Documentation Index
> Fetch the complete documentation index at: https://docs.marketer.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Analytics

> Define a trustworthy measurement frame, diagnose performance, compare creative, and turn a reviewed view into recurring reporting.

**Analytics** combines connected marketing and commerce data into a reviewable performance surface. The core workflow is: define the frame, find the change, inspect the object that owns it, and preserve the evidence with the decision.

Open [Analytics](https://app.marketer.com/dashboard/analytics?view=performance\&channel=all) and confirm the active workspace.

## Before you begin

* Connect the source that owns the question: Meta, Google Ads, **Microsoft Ads (Beta)**, Google Analytics, Shopify, or **OpenAI Ads (Beta)**.
* Let the required date range finish syncing.
* Confirm the workspace reporting timezone and display currency.
* Use **Triple Whale (Beta)** only when you intentionally need its eligible attribution view; record its attribution model.

<Frame caption="Performance connects headline outcomes to the trend and supporting breakdowns for one explicit measurement frame.">
  <img src="https://mintcdn.com/marketer-com/Zy37cwRIaZeFRNpC/assets/product-flows/analytics-overview.png?fit=max&auto=format&n=Zy37cwRIaZeFRNpC&q=85&s=b3c7800334fe094b26417b90d471f503" alt="Analytics Performance with outcome and spend cards above a date trend and supporting breakdowns" width="1120" height="630" data-path="assets/product-flows/analytics-overview.png" />
</Frame>

## Choose the owning surface

| Question                                         | Start in                                | Leave with                                           |
| ------------------------------------------------ | --------------------------------------- | ---------------------------------------------------- |
| What changed across channels or commerce?        | **Analytics → Performance**             | A measured change and the leading breakdown          |
| Which delivered creative is responsible?         | **Creatives**                           | A like-for-like Meta creative comparison             |
| Should this review recur?                        | **Reports** under Analytics             | A configured report with a verified run and delivery |
| What file, campaign, or product owns the result? | Creative Assets, Campaigns, or Products | The exact source record and current state            |

## Follow the measurement lifecycle

<Steps>
  <Step title="Define the frame">
    Set complete dates, **Daily**, **Weekly**, **Monthly**, or **Yearly** resolution, comparison, channel, included accounts, currency, and attribution. Use **Manage metrics → Visible metrics** to keep the relevant cards in view.
  </Step>

  <Step title="Read outcome, spend, and trend">
    Start with the business result, read spend beside it, then locate when the change began. Do not infer cause from one correlated chart.
  </Step>

  <Step title="Inspect the contributing grain">
    Move through the available campaign, search, landing-page, product, country, device, or other breakdown, then open the owning object.
  </Step>

  <Step title="Record and operationalize">
    Separate observed fact, hypothesis, and next check. Save a reusable custom view or report only after the frame is correct.
  </Step>
</Steps>

## Go deeper

<CardGroup cols={2}>
  <Card title="Performance and custom views" icon="chart-line" href="/product-guides/analytics-performance-and-views">
    Use exact source, account, date, comparison, block, measure, breakdown, and saved-view controls.
  </Card>

  <Card title="Creative performance" icon="images" href="/product-guides/analytics-creative-performance">
    Filter Meta-delivered creative, split by ad, inspect breakdowns, and carry evidence into a brief.
  </Card>
</CardGroup>

## Important boundaries

* A syncing placeholder, withheld card, or missing value is not zero.
* **All channels** is complete only for the accounts and sources shown by **Accounts**.
* Switching to **Triple Whale (Beta)** creates a new attribution frame.
* The custom-view builder can support fewer channels than the main Analytics control.
* The current creative-performance surface is [Creatives](https://app.marketer.com/dashboard/creatives).
* A successful report data run and successful Slack/email delivery are separate outcomes.

## Completion check

* Workspace, account, complete dates, timezone, currency, channel, resolution, comparison, and attribution are recorded.
* Every decision-driving source has usable coverage or an explicit limitation.
* Outcome and spend were read before ratios and breakdowns.
* The campaign, creative, product, or integration that owns the result was verified.
* Fact, hypothesis, and next action remain distinct.
* Any saved view or report reproduces the intended frame.

## If the result looks wrong

Reset to a recent complete window, confirm **Accounts**, clear filters, and align provider, timezone, currency, attribution, conversion definition, and object grain. Open Integrations when a source remains syncing or disconnected. Preserve both frames when a provider discrepancy remains rather than forcing the values to match.

## Next step

<CardGroup cols={2}>
  <Card title="Inspect Campaigns" icon="megaphone" href="/product-guides/campaigns">
    Verify the provider object behind the measured change.
  </Card>

  <Card title="Configure recurring delivery" icon="repeat" href="/product-guides/workflows-reports-alerts-and-runs">
    Turn a reviewed frame into a report with a verified run.
  </Card>
</CardGroup>


## Related topics

- [Google Analytics 4](/integrations/google-analytics-4.md)
- [Account overview](/workspace-admin/account-overview.md)
- [Performance and custom views](/product-guides/analytics-performance-and-views.md)
- [Conversion metrics](/workspace-admin/conversion-metrics.md)
- [Troubleshoot integrations](/integrations/troubleshooting.md)