Overview

Overview is Keel HQ's home dashboard. Choose a window to check your current business health, then use the tiles, margin layers and alerts to decide what needs attention.

Key MetricsCopy Anchor Link

The tiles compare the selected period with the equivalent earlier period. They can also show a goal status when you have set a target.

The tiles link to the areas of Keel HQ where you can investigate further. Use the metric glossary for their definitions:

• Net Revenue
• Orders
• AOV
• Blended ROAS
• MER
• Ad Spend
• Cash on Hand
• Contribution Margin
• Net Margin
• Fixed OpEx %

The tiles you see depend on the connections and setup your workspace has completed.

Choose a windowCopy Anchor Link

Use the Today, Yesterday, MTD, 7D, 14D, 30D, 60D and 90D tabs above Key Metrics.

• Today shows the current business day so far.
• Yesterday shows the previous business day.
• MTD shows the current month to date.
• 7D, 14D, 30D, 60D and 90D show the most recent number of business days.

Goals and alertsCopy Anchor Link

Goal status on the tiles helps you see whether you are on track. Set financial, ad and monthly Overview targets in Settings → Goals. The Blended ROAS and MER targets there also control their Overview alerts.

Alerts & Action Items can flag cash below its threshold, products that are out of stock or sold out, dead stock, Blended ROAS or MER below target, AI usage over its threshold, and store data that does not match Shopify. Open an alert to follow its link to the relevant part of Keel HQ.

When a value shows —Copy Anchor Link

An em dash (—) means Keel HQ cannot calculate that value. It never means $0. You may see it when you have not added costs, when fewer than 90% of revenue has a Shopify cost per item, or when ad spend for the window is not known yet, such as when Meta Ads is not connected or Google Ads is still importing history. The margin layers explain why a value is unavailable and point you to the next step.

Refresh the OverviewCopy Anchor Link

When data is 15 minutes or more stale, Keel HQ automatically refreshes a visible Overview once per browser session. Select Refresh to update orders and ad spend yourself. A manual refresh is available at most once a minute.

Fix missing product costsCopy Anchor Link

When COGS coverage is too low, select Fix in the margin notice to open Top uncosted products. It lists products and variants that need a cost per item in Shopify, with a link to update each one.