Tour the dashboard

Kreel’s dashboard shows a visual view of the same data your AI agent can query over MCP, the CLI, or the API. This page tours the navigation, the Overview (home) page, and the controls that show up across every analytics page.

The left sidebar has three groups.

Top-level links:

Overview - the dashboard home page, covered below.
Portfolio - a cross-brand view listing every brand you can access, with headline metrics per brand and a one-click way to open a brand’s Overview. It sits outside the per-brand Dashboard group on purpose: it has its own range presets, not the shared Analytics range bar. See Portfolio. If you can reach two or more brands, Portfolio - not the per-brand Overview - is where you land after signing in; a single-brand account still lands on that brand’s Overview.
Connections - manage your platform connections and the individual accounts attached to each one. See Shopify, Klaviyo, Meta Ads, Google Ads, and Google Analytics 4.
API keys - create and manage keys for the CLI and MCP. See API keys.
Connect agent - instructions for wiring up an AI agent. See Connect an agent over MCP.

A group labeled Dashboard holds the per-brand analytics pages:

Performance, with tabs Overview, Countries, Cohorts, Inventory, Products, and Website.
Paid Ads, with tabs Overview, Meta Ads, Google Ads, and TikTok Ads.
Creative, with a Meta / TikTok platform switcher.
Email, with tabs Overview, Campaigns, Flows, and Audience (Klaviyo email and SMS).

Each of these has its own doc page, linked at the bottom of this page.

A secondary group at the bottom of the sidebar holds workspace administration: Team, Brand, Reports, Billing, Settings, and Profile. Brand opens your brand knowledge base. Reports is where you view published reports. Team, Billing, Settings, and Profile are account and workspace administration, not analytics.

Switch workspace or brand

If you belong to more than one workspace, a workspace has more than one brand, or you’re a workspace owner or admin, a switcher sits at the top of the sidebar. It shows the active workspace’s name and, underneath it, the active brand’s name.

Click the switcher at the top of the sidebar.
Under Workspaces, pick a workspace to switch to it. Switching workspace also switches you to that workspace’s first brand.
Under the active workspace, pick a brand from the indented list to switch brands without leaving the workspace.

Workspace owners and admins also see an Add brand option in the same dropdown. Every analytics page reflects whichever brand is currently active.

For how workspaces, brands, and seats relate to each other, see Workspaces, brands, and seats.

Shared controls

Every page in the Dashboard group (Performance, Paid Ads, Creative, Email) shows the same bar under the header, labeled Analytics range.

Account filter, shown when the active brand has at least two connected accounts. It defaults to All accounts and scopes every number on every analytics page. Tick one or several accounts, or choose a saved account group, to narrow the view. See Multiple connected accounts for account groups, currency conversion, and coverage behavior.
Sales-channel filter, on the left. This scopes Shopify sales-channel data only - ads and email metrics are unaffected. It shows All channels or {n} of {m} channels, and it is a session-only override: it does not change your brand’s saved channel policy. At least one channel always stays checked.
Date range picker, on the right. It shows the current range (for example “Last 7 days”).
Compare control, next to the date range picker - a persistent, always-visible Off / Previous Period / Same Period Last Year choice. Once a comparison resolves, a line under the page header states the exact window compared against.

Opening the date range picker itself gives you two sections: Date Range presets (Yesterday, Month to Date, Last 7 days, Last 30 days, Last 90 days, and Custom Range, with a Start Date that reaches as far back as your connected history) and its own Compare To section (Previous Period, Same Period Last Year, or No Comparison) - the same setting as the standalone Compare control above, kept in sync either way you set it.

The default on first load is Last 7 days, compared against Same Period Last Year. Your choice is saved in your browser and carries across pages. For exactly how each comparison window is calculated - and what a suppressed comparison looks like - see Dates and comparisons.

If Kreel is showing cached data while a background refresh runs, Performance, Paid Ads, and Email show an amber banner at the top of the page: Showing cached dashboard data from {time}. Refreshing in the background. Creative’s Gallery tab shows a similar cached-data note when you reopen it within a session.

The Overview page

Overview is the dashboard home page. A button group in the top right switches between modes: Verify, Minimal, and Health.

If no brand is connected yet, Overview shows a setup prompt instead, with a button into the connection wizard.

Verify mode (default)

Verify mode is meant for cross-checking Kreel’s numbers against each platform’s own UI, not as your primary reporting view. It has its own range selector - 7d, 30d, MTD, QTD, 90d, YTD, or 12m - separate from the shared date range picker, defaulting to 7d.

At the top, a hero card shows blended revenue across all channels, plus ad spend, MER, orders, and AOV. Below it, one tile per connected platform (Shopify, Klaviyo, Meta Ads, Google Ads) shows row counts, last sync time, key metrics with delta badges, and a verify on {source} link that opens the platform’s own dashboard so you can compare numbers side by side. A Force re-sync all button queues a fresh sync across every platform for the selected range.

Minimal mode

Minimal mode is a thin proof-of-life view: four stat cards (Revenue, Orders, AOV, MER) over a fixed 7-day window, plus a sync-state summary for all five platforms (Shopify, Klaviyo, Meta Ads, Google Ads, TikTok Ads). It links out to Connect agent, since the point of this mode is to send you toward querying your data through an agent rather than through the dashboard.

Health mode

Health mode is a status table: one row per platform (Shopify, Klaviyo, Meta Ads, Google Ads, TikTok Ads) showing connection status (healthy, warning, error, or disconnected), last sync time, and row count. It also has a Force re-sync all button.

How to read the numbers

A few conventions hold across every analytics page:

A dash always means no data or nothing to compute - a missing comparison baseline, a zero denominator - never a blank cell or a zero. It renders as a long em dash, not a hyphen or a minus sign, so don’t read it as a negative value.
Delta badges are green for a favorable change, red for unfavorable, and gray for changes where direction does not apply (like ad spend) or the change is exactly 0%. For “lower is better” metrics such as CPM and CPC, a decrease shows green.
MER (total Shopify revenue divided by total ad spend) and each platform’s ROAS (that platform’s attributed conversion value divided by its own spend) use different numerators and denominators on purpose, so they will not match each other. Platform ROAS is never summed across platforms. See the metrics glossary for exact definitions.
Currency and timezone shown on dashboard pages come from your brand’s settings and are not editable from any analytics page.

Analytics pages

Each of these has its own doc page:

Portfolio - a cross-brand summary, one card per brand.
Performance - blended revenue, paid efficiency, and lifecycle contribution, plus Countries, Cohorts, Inventory, Products, and Website breakdowns.
Paid Ads - Meta Ads, Google Ads, and TikTok Ads spend and ROAS, with drill-down into ad sets and ads on the Meta Ads tab.
Creative - creative-level performance, attribute breakdowns, lifecycle stages, and the creative gallery, for Meta or TikTok.
Email - Klaviyo campaign and flow performance for email and SMS, plus list and segment audience data.

Need help?

Email support@kreel.ai.