Briefs

The Briefs page shows the same deterministic briefs your agent reads over MCP (get_weekly_growth_brief, get_daily_brief) and the CLI (kreel brief, kreel brief --daily). Nothing on it is written by a model: every figure comes from fixed arithmetic over your synced data, and every line cites where it came from.

Where to find it

Open Briefs in the left navigation. It is per brand: switching brand shows that brand’s briefs. It has its own week and day picker, so the shared Analytics range bar does not apply.

Weekly and daily editions

Switch between Weekly and Daily at the top.

• Weekly covers the last seven complete days on the brand’s reporting calendar, compared with the seven before: store net revenue, refunds, orders, AOV, ad spend, MER, ROAS per ad platform, new customers and CAC, email revenue, contribution margin, next actions, target and budget pacing, anomalies, campaign movers, creative fatigue, inventory, CAC payback, experiments and decisions, partner codes and audience growth.
• Daily covers one day and compares it with the same weekday a week earlier and with the 28 complete days before it. Money and counts compare with the 28-day total divided by 28; ratios (MER, AOV) compare with the 28-day totals, not an average of daily ratios.

Use the arrows to step back a week or a day, or pick a date. Past editions are recomputed from the same data, so a past week reads exactly as the brief did then, apart from any data that has since been corrected (a late refund, a re-synced order). The edition and date are in the page address, so a reload or a shared link opens the same brief. Today is never available: a brief only covers complete days.

When a comparison’s history is incomplete - a source was connected recently or is still backfilling - that comparison is left empty with a note, never shown as zero.

Citations

Each figure has a small chip naming its source. Clicking it opens the page that shows that figure, on the same brand and dates, scrolled to the section. Hover a chip to read the source’s definition. Experiment and decision citations open their entry in the ledger. Inventory cover, budget pacing and CAC payback are read as of a single day, so their citations reopen the page as of the edition’s last day. A note on the page shows that day, and Show latest goes back to current figures. Inventory stock levels are always the current catalog; only the sales velocity window moves.

The profit card

The daily edition has a Profit card for yesterday and month to date: store net revenue (refund-correct), orders, AOV, ad spend, MER, CM1 and contribution after ads.

Margin lines use current unit costs and exclude tax and shipping. They are shown only when product costs cover at least 80% of the period’s revenue. Below that, the card prints the coverage instead of a number, so you can see how far off it is. Set costs on the Product costs page.

Under the table, the card scores month to date against your monthly contribution target (set under Brand) and the active budget plan’s net revenue, MER and CM1 cells for the month (set under Plan), with the plan version and currency. Money lines are prorated straight-line, so on the 12th of a 31-day month the expected amount is 12/31 of the monthly figure; MER is compared with its target directly. A margin line below 80% cost coverage, or a money cell saved in a different currency than the brand’s current one, is shown as not scored with the reason.

The card also lists any monthly targets and budget-plan lines that are set, with their period, plan version and currency. A metric with no target shows none; nothing is invented.

Pending and stale data

A day is complete once Kreel has finished processing that day’s data from every connected source. Until then the daily edition says Pending data.

Separately, if any connected source is more than three days behind (or its freshness is unknown), the brief shows a stale-data warning. The two are different: data can be processed and still be old. A delivered brief is judged on the day it actually goes out, so a brief delayed by late processing carries the warning if its data is old by then.

Publishing a brief as a report

Members, admins and owners can click Publish as report to freeze the edition on screen as a hosted report. It uses the normal Reports rules: an owner or admin must claim a report handle and set the brand’s report password before anyone can open it. Viewers don’t see the button.

Daily delivery

The daily edition can arrive by email and in Slack.

• Email: each person opts in with the Daily brief checkbox under Email reports. It’s off by default.
• Slack: an owner or admin ticks Post to Slack on the Briefs page. It posts to the brand’s existing Slack webhook (set under Alerts), and is off by default.
• Send hour: an owner or admin sets it on the Briefs page, in the brand’s reporting timezone. The default is 08:00.

Each brand sends at most once per day, at or after the send hour and only once that day’s data is complete. If processing runs late, the brief goes out late with its original date, however long the delay; it is never sent early or twice. If a recipient’s email address changes after that day’s brief was prepared, it is not sent to the old address.

Agency daily digest

On Portfolio, each workspace has an Agency daily digest card. Tick Email me the agency daily digest to get one email a day listing every brand you can reach and have ticked Daily brief for, one line each, busiest first (most findings).

• Each line is in that brand’s own currency and on that brand’s own reporting date. Brands are never added together.
• A brand whose day isn’t complete yet is listed as pending, with its last completed date and how fresh its data is. It doesn’t trigger a second email when it completes; its own daily brief still goes out.
• The digest is sent at 09:00 UTC by default. Owners and admins can change the timezone and hour on the same card.
• Brands you lose access to before the send drop out of it.

Preview today’s rows shows what the rows look like now for every brand you can reach.