Executive Summary

What you’re looking at

The Executive Summary is your single-screen overview of brand performance. It pulls together the most important metrics from every other tab so you can see the full picture at a glance, without switching between views.

There are five tabs in total:

How to read the tiles

Each tile shows the current value for a metric over a set time window, plus a percentage change versus the previous period of the same length. Green / positive means improvement; red / negative means decline.

The AI Summary

The AI Summary generates a plain-English narrative of your key metrics for the period. It’s produced from the same data shown in the tiles and doesn’t have access to your internal business context, so treat it as a useful starting point rather than a final analysis.

Tile definitions

Tiles are arranged in four rows. Here’s what each one means.

Row 1:

Followers

The total number of people following your brand’s connected social media accounts. Which platforms are included depends on which accounts have been set up for your brand. Only connected accounts are counted — if a platform isn’t linked, its followers won’t appear here.

Cross Platform Reach

The number of unique social media accounts that were shown content from your brand’s profiles during the period, summed across all connected platforms. Each account is counted once per platform — a follower on both Instagram and Facebook may be counted in both.

Paid Impressions

The total number of times your paid ads were displayed to users across all connected ad platforms. One person seeing the same ad multiple times counts as multiple impressions.

Share of Voice %

Your brand’s share of all online and social mentions across your brand and a defined set of competitors. Formula: your brand mentions ÷ (your brand + all competitor mentions) × 100. The result shifts if the competitor basket changes.

Row 2:

Positivity %

The percentage of your brand’s media mentions classified as positive in sentiment. Formula: positive mentions ÷ total mentions × 100. Sentiment is assigned automatically - a spike in neutral coverage will push this number down even if negative coverage hasn’t increased.

Total Users

The number of unique individuals who visited your website during the period, as identified by GA4. One person using two different devices or browsers may count as two users. May include modelled data for users who haven’t consented to tracking, depending on your setup.

Paid Engagements

The total number of clicks on your paid ads across all connected platforms. Click definitions vary slightly between Google Ads and Meta Ads, so treat the combined total as a directional figure.

Share of Search %

Your brand’s share of total search demand across your brand and its competitors. Formula: your branded searches ÷ (your brand + all competitor branded searches) × 100. A strong leading indicator of market share, but it typically lags brand-building activity by weeks to months.

Row 3:

Branded Traffic

The number of website visits from users who searched for your brand name and then clicked through. This is always lower than Branded Searches — many people search without clicking, finding what they need from the snippet or navigating elsewhere.

Sessions

Total visits to your website from all sources (organic search, paid, direct, social, email, referral). One user visiting three times in the period counts as 3 sessions. Sessions count visits, not unique people.

Paid Traffic

The number of website visits that came from clicking a paid ad. Requires campaigns to be consistently tagged with UTM parameters - untagged paid clicks will appear as Direct traffic in GA4 instead.

Share of Traffic %

Your site’s share of total estimated web traffic across your brand and its competitors. Uses modelled traffic estimates so all sites can be compared on the same basis. Use directionally rather than as a precise figure.

Row 4:

Ad Conversion Rate

The percentage of users who complete a desired action (such as making a purchase, signing up, or filling out a form) after interacting with an ad — calculated by dividing the number of conversions by the total number of clicks (or impressions) and multiplying by 100.

Total Cost (Paid Media)

The total amount spent on paid advertising across all connected ad platforms in the period. This is media spend only - it does not include agency management fees or creative production costs.

CPA (Cost Per Acquisition)

The average cost of generating one conversion through paid advertising. Formula: total ad spend ÷ total conversions. Uses GA4 new customer event to track conversions. A rising CPA isn’t automatically a problem if the quality or value of conversions has increased - always read alongside ROAS and total conversion volume.

ROAS (Return on Ad Spend)

How much revenue your paid advertising generated for every £1 spent. A ROAS of 3.0× means £3 of revenue was attributed to every £1 of ad spend. The formula used may vary by account depending on available revenue data - ask your account team for the specific calculation applied to your dashboard.

Last updated: April 2026