One screen before your first coffee.
A single verdict on the business, the three metrics that drive it, and plain-language signals that tell you which analysis to open next.
Your first 100 days are free.
Every tool has a dashboard, and every dashboard is a wall of tiles.
None of them tells you whether today is a day to worry, and none of them tells you where to click next.
A verdict, not a wall of tiles
Healthy, Mixed or Monitor for the whole business, with one sentence on why. Under it, the three metrics that decide it: Contribution Margin, your primary metric; New Customers; Gross Revenue. You read one word first and decide how much attention the morning needs.
A badge one bad day can’t flip
The state badge combines the trailing 30-day change, the 7- and 14-day trends, and year over year. A metric goes to Monitor only when the 30-day trend is down and a shorter window confirms it. You stop reacting to noise.
Signals with a next step
Three Performance Signals, each with a headline, a short explanation, a tone, and a Recommended Action pointing at the analysis to open. Deliberately balanced: the top concern, a counterpoint, one more to watch. The dashboard tells you what to do about it.
Momentum at a glance
Velocity & Trend Watch draws seven-day bars for Contribution Margin, New Customers and MER, labels each Improving, Stable, Softening or Under Pressure, and ties the three together in a sentence. Direction is usually more useful than the level.
What’s coming, and what’s selling
Upcoming Revenue Drivers pulls the next five events from your Marketing Timeline. Top Product Performance shows the five products carrying the period, with revenue change. The morning check-in includes what you’ve planned, not just what happened.
The fine print we’re proud of
Small decisions about how numbers are computed and shown. Most tools skip them. We think they’re the product.
The verdicts don’t move when you change the date range.
Status, Signals and Trend Watch are pinned to a fixed trailing 30 days ending yesterday. Change the dropdown to explore, not to judge.
Every range ends yesterday.
A partial day never skews a comparison, and “this month” compares elapsed days to elapsed days, never a partial month to a full one.
Prior year is the default comparison.
Because it controls for seasonality. Prior period is one click away when you want it.
CAC colours are inverted.
Lower is better, and the page knows it. A falling CAC is green.
Signals need 14 days of data.
Before that they say so rather than guessing.
The date button prints the dates.
“Aug 18 – Sep 17,” so nobody has to work out what “last 30 days” resolved to.
Related metrics
What this page computes, in plain words
- Contribution Margin
- The primary metric. Also called Marketing Profit.Gross Profit − Variable Costs
- New Customers
- First purchase ever associated with that email.
- CAC
- Total Ad Spend ÷ New Customers
- MER
- Net Revenue ÷ Total Ad Spend
- Conversion Rate
- Storefront orders ÷ website sessions
Configured and validated before you rely on it
Every account is set up and checked by operators who manage $100M+ in ad spend, so the first number you see is one you can act on. When you want a team acting on those numbers with you, that’s Human.
Start every morning with a verdict.
Two years of history on day one. Configured and checked before you rely on it. Your first 100 days are free.
Your first 100 days are free.