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Dashcrab

Eleven tabs, one question

  1. Story · Agencies · 4 min

    Eleven tabs,
    one question

    A client asks how the month is going. To answer her, Lucía opens eleven tabs. And Lucía has twelve clients.

    Use the arrow keys, or click the screen.Tap the screen or swipe to move on.

  2. This is Lucía. She manages twelve clients at an agency. Monday, 9:12 a.m., Carla from Ñandú Outdoor texts her.

  3. One short question. To answer it properly, Lucía needs 47 minutes.

  4. Tab 1: Meta Ads. 58 purchases, ROAS 4.1.

  5. Tab 2: TikTok Ads. Another attribution window, another definition of a conversion. ROAS 2.3.

  6. Tab 3: Google Ads. ROAS 6.8. Top of the class, like every month.

  7. Tab 4: Analytics. Another model, another number: 88 purchases.

  8. Tab 5: the store. The only one that gets paid: 96 orders, USD 11,520.

  9. Tab 6: Instagram. 14 Reels and 182K accounts reached. Did they sell anything? It doesn’t say here.

  11. Tabs 7, 8 and 9: the creatives. Which one worked? Meta counts it in ThruPlays...

  12. ...TikTok, in 2- and 6-second views...

  13. ...and Google, with labels: Best, Good, Low.

  15. Tab 10: the spreadsheet. Copy, paste, check no row got shifted.

  17. The platforms add up to USD 22,570 sold. The store collected USD 11,520. A ROAS of 4.5 that is really 2.3.

  19. Tab 11: answering Carla. It’s 9:59. Lucía types whatever is closest at hand.

  21. 47 minutes, one client.

  22. Lucía has twelve. 132 tabs.

  23. Every Monday, more than nine hours just to answer "how are we doing?". And she hasn’t optimized anything yet.

  24. Now the same thing, from one place: every client in one table.

  25. Each client’s ROAS comes from their real sales, in the store or the CRM, that came from the ads. For Ñandú, 1.9: neither Meta’s 4.1 nor Google’s 6.8.

  26. Pampa Bikes is spending more and selling less. The alert arrives on Slack before the client asks.

  27. Lupa Óptica runs Meta in pesos and Google in dollars. There the ROAS reads N/A, on purpose.

  29. For Monday

    Three things you can
    do this week

    1. 01
      Pick one truth per client. The sales in their store or their CRM. Each platform’s reports are for optimizing inside that platform, not for answering "how are we doing?".
    2. 02
      Calculate blended ROAS every month. Total sales divided by total ad spend, split by currency. If spend goes up and it doesn’t move, you’ve learned something.
    3. 03
      Time how long it takes to answer. Clock one client’s "how are we doing?" and multiply it by your roster. That’s the real cost of the tabs.

  30. You finished the story

    Twelve clients.
    One tab.

    Dashcrab brings together each client’s Meta, TikTok, Google Ads, Analytics, Instagram and store: the creatives from every platform, ROAS with real sales, and a portfolio with all your clients. If something drops, it alerts you on Slack.

    See Dashcrab for agencies See the previous story