A Marketing Analytics Dashboard That Shows What Changed and Why
Orphex is a marketing analytics dashboard and platform for paid media. Analyses refresh on their own, anomalies and insights arrive with a size attached, and Impact Analysis tells you whether your change caused the result.
| Channel | Spend | ROAS | CPA |
|---|---|---|---|
| Meta | $84,100 | 3.1 | $29.40 |
| Google Ads | $69,300 | 3.9 | $24.10 |
| TikTok | $21,800 | 2.6 | $33.70 |
| Microsoft Ads | $7,200 | 3.5 | $26.00 |
What a Marketing Analytics Dashboard Is
A marketing analytics dashboard is one screen that brings performance from your channels together, so you can follow trends, compare channels and spot problems. A marketing analytics platform also collects, models and explains the data behind that screen. For paid media, it should cover each stage from spend to revenue.
- CoveredAcquisition: spend, CPM, CPC, CTR
From every connected ad platform.
- CoveredConversion: conversions, CVR, CPA, ROAS
As the platform reports them and from your measurement source.
- PartlyValue: revenue, AOV
Where a store such as Shopify is connected.
- Not coveredAttribution model
Orphex reads the attribution you use (platform, GA4, AppsFlyer, Adjust) and does not replace it.
What Runs Without You
Core analyses
Campaigns, keywords, products, placements, demographics and trends. A first pass runs at onboarding, then they refresh on a recurring schedule. You can run one for a custom date range whenever you need.
Insights
Recomputed after each analysis refresh.
Anomaly detection
Flags a day once its data is complete, about two days later.
KPI boards
Recalculated when data refreshes and whenever you edit a board.
Weekly Summary
Generated once a week for each workspace.
Anomalies and Insights With a Size Attached
Anomaly detection checks each segment and metric against an expected range. When a value falls outside it, you see the observed value, the range that flagged it and the channel it came from.
Insights come ranked by impact, highest first. Each one names the business outcome it affects and carries a severity, a quantified impact and a written explanation, so the first thing you read is the thing that matters most.
For example: if CPA on one Meta campaign moves above its expected range, the anomaly shows the observed CPA next to that range, and an alert you set on the campaign can post it to Slack.
Alert “Meta CPA above $45” triggered on yesterday’s data.
Did the Change Work
A dashboard can show that conversions went up after you moved budget. It cannot show whether the move caused it. Impact Analysis compares the campaign after a budget or bid change with a modelled counterfactual.
You get a significance verdict, the effect size, a 95% interval and each metric before and after. Run it on demand or on a schedule you set. It uses credits for each effect it detects.
Dashed line: what Orphex expected without the change.
Creative Analytics
Creative AI labels your images and videos by what they show: subject, colors, style, promotion and call to action. It ties those labels to CTR, CPC and ROAS, so you can see what works and which combinations work together.
Labelling uses credits per asset, and you see the cost before a run. The recommendation built on a finished analysis is free.
Ask in Plain Language
Ask Orpheus inside the web app, or ask Claude or ChatGPT through the Orphex MCP. Orpheus uses 1 to 3 credits a message. Reads through the MCP use no credits.
A question like “what changed on our Google account last week?” is answered from change history, which merges what the platform recorded with what was requested through Orphex.
- Daily budget $4,300 → $3,440 · confirmed by DenizOrphex
- Proposed by assistant in Claude · previewedOrphex
- Audience edited directlyAds Manager
- Status Paused → ActiveAds Manager
How to Build a Marketing Analytics Dashboard in Orphex
Connect your sources
Link ad accounts, analytics and your store. The first data pull starts on its own, and analyses run once it lands.
Pick your measurement source
Choose the reference you trust, such as GA4, AppsFlyer or Adjust. Orphex shows it next to platform numbers.
Map and define
Use campaign mappings, custom groupings and custom metrics so rows from different platforms line up.
Set targets and alerts
Add KPI boards with goals for the period, and custom alerts for the metrics you cannot afford to miss.
Frequently Asked Questions
What is a marketing analytics dashboard?
One screen that brings performance from your channels together so you can see trends, compare channels and spot problems. Orphex adds the reason behind a change, not only the chart.
Which KPIs should it include?
For paid media: spend, CPC, CTR, conversions, CPA, ROAS and revenue, by channel and campaign, set against targets.
What is the difference between a dashboard and a marketing analytics platform?
A dashboard shows data. A platform also collects, models and explains it. Orphex is a platform with dashboards, alerts, insights and Impact Analysis.
Does Orphex do attribution?
Orphex reads the attribution you already use (platform-reported, GA4, AppsFlyer or Adjust) and does not replace it. For individual changes, it runs Impact Analysis.
How fresh is the data?
Sources refresh on a schedule, and analyses run when fresh data lands. Anomaly detection flags a day once its data is complete, about two days later. Updates arrive on a cadence, not the instant they change at the source.
See Your Own Numbers Explained
Book a demo and we will walk through your accounts, or connect 3 sources on the MCP Free plan and ask Claude or ChatGPT what changed last week.
