KPI Cards: Understanding Your Core Metrics

What Are KPI Cards in General Overview?

KPI cards are the summary metrics displayed at the top of the General Overview tab. They give you a fast, structured way to evaluate store performance without moving into product-level or campaign-level analysis first.

These cards are designed to answer a simple question:

Which business signals changed, and in what direction?

Each card shows the current value of a metric, its value in the previous period, and the percentage difference between the two. This makes it easier to spot performance shifts before investigating the cause in more detail.

The Logic

A) KPI cards summarize overall business performance

The cards at the top of General Overview combine your most important high-level metrics into a single row. Based on the current layout, these include:

Together, these metrics give you a balanced view of growth, profitability, spending, and advertising efficiency.

B) Each card compares the current period to the previous period

Every KPI card is calculated within the date range selected on the page.

For each metric, EVA shows:

This lets you understand not only the current result, but also whether the metric is moving in a stronger or weaker direction relative to the prior timeframe.

C) Color indicators show directional change

Each card uses color to make trend direction easier to scan.

This helps users identify where performance improved and where it weakened without reading every number in detail.

Color is a directional aid, not a final diagnosis. A positive or negative change should always be interpreted within the metric itself.

For example, a decrease in expense may be positive, while a decrease in sales may be negative.

D) Each card can be expanded through See Details

KPI cards are not only summaries. Each card also includes a See Details action.

Clicking See Details opens a deeper breakdown of that metric so you can understand what contributes to the total. This makes KPI cards the starting point for investigation, not just passive reporting.

Why These Metrics Matter

These cards are selected because they represent the core business questions most users need to answer first:

Instead of forcing users to assemble this picture manually, General Overview places those signals in one visible layer.

Key Value Pillars

Fast performance scanning

KPI cards let you identify major business changes within seconds, without opening deeper reports first.

Balanced decision context

The card set includes both growth metrics and efficiency metrics, helping you avoid interpreting performance from revenue alone.

Period-over-period clarity

Showing the previous period alongside the current one helps users understand whether the result is stable, improving, or declining.

Direct path to deeper analysis

With See Details, each KPI becomes a gateway to understanding the components behind the number.

Pro Insight

Do not evaluate the cards in isolation.

A strong increase in Total Sales may look positive, but if Total Expense rises faster and Net Profit declines, the business result has weakened. The strongest reading of General Overview comes from comparing profit, sales, expense, and ad-efficiency metrics together.