Your Analytics Suite
Crux provides seven core performance reports designed to answer specific business questions. Each report combines data from multiple sources—Shopify, GA4, advertising platforms—into unified views that eliminate data reconciliation and enable immediate action.All reports include statistical health indicators that automatically flag unusual performance, helping you prioritise what needs attention each morning.
Core Business Reports
Daily KPI Performance
Your morning dashboard for business triageComprehensive daily view of core KPIs: marketing spend, sessions, orders, revenue, profitability (CM1/CM2/CM3), split by new vs. repeat customers and one-off vs. subscription orders.Best for: Daily performance monitoring, trend identification, CAC tracking, understanding new vs. repeat dynamics.
Channel Performance
Multi-channel marketing efficiency analysisDaily performance across all marketing channels broken down by country, platform, campaign, and ad group. Complete profitability view with CM1/CM2/CM3 metrics.Best for: Budget allocation decisions, channel comparison, campaign optimisation, understanding acquisition efficiency by source.
Orders
Order-level analysis with complete attributionGranular view of every DTC order including customer details, product data, financial metrics, discount attribution, and complete marketing channel assignment.Best for: Investigating specific orders, analysing discount code effectiveness, understanding product mix, validating attribution logic.
Customer Deep Dive
Customer-level lifetime value analysisEvery customer with first-order attribution, lifetime financial performance, product category preferences, and behavioural segmentation (New, Active, Lapsed, Churned).Best for: Understanding customer segments, identifying high-value cohorts, analysing retention patterns, building targeted strategies.
Channel Deep Dive Reports
Meta Performance
Facebook & Instagram advertising analysisAd-level performance combining Meta platform metrics (impressions, clicks, CPM) with attributed orders, revenue, and profitability. Includes creative performance tracking with ad age analysis and winner identification.Best for: Creative testing, audience optimisation, understanding ad fatigue, identifying winning ad formats, CAC management.Key features: Ad velocity tracking, win rate analysis, weighted ad age monitoring, video engagement metrics.
Paid Search Performance
Google Ads & Bing Ads campaign analysisCampaign and ad group-level performance combining search platform metrics with session data and complete order attribution. Automatic campaign type classification (Brand, Generic, Shopping, Performance Max).Best for: Keyword optimisation, brand vs. non-brand efficiency comparison, shopping feed performance, budget allocation across search types.Key features: Campaign type segmentation, click-to-order attribution, profitability by search strategy.
Influencer Performance
Post-level influencer ROI trackingIndividual influencer post performance with discount code attribution, cumulative metrics, and automatic “winner” identification. Track costs, orders, profitability, and repeat collaboration effectiveness.Best for: Influencer ROI analysis, identifying top-performing creators, understanding which content styles convert, planning repeat collaborations.Key features: Post index tracking (1st, 2nd, 3rd+ collaborations), 7-day cumulative winner criteria, category and follower segmentation.
Specialty Reports
LTV & Retention
Cohort lifetime value and retention analysis36-month cohort tracking showing revenue, orders, and profitability evolution over time. Segment by acquisition channel, product category, country, discount usage, and order type.Best for: Understanding true customer value, payback period analysis, retention curve comparison across cohorts, LTV:CAC ratio calculation.Key features: Cohort segmentation across multiple dimensions, contribution margin tracking over time, retention curve visualisation.
Getting The Most From Your Reports
Use Filters Strategically
All reports support date range, channel, country, and further dimension filtering. Start broad, then narrow focus based on what you discover.
Watch Health Indicators
Coloured health indicators (red/amber/green) automatically flag unusual performance—let the system prioritise for you.
Export For Deep Analysis
Every report supports CSV/Excel export. Download data for custom analysis or board presentations.
Need help interpreting a report or building custom analysis? Contact our team to use your monthly support hours.