Analytics dashboards
The four dashboards under the Analytics tab, and the questions each one answers.
The Analytics tab has a left-rail sidebar with four dashboards. Each one answers a different question. Here's how to decide which to open.
Reporting Home
A brand-health overview across all your channels.
Journeys
How your automations are triggering, completing, and capturing leads.
Posts & Engagements
Per-post performance, engagement by content type, top creatives.
Social Attribution
Revenue and orders tied back to your social activity (Shopify).
The filter bar
Every dashboard shares a filter bar at the top. Two controls:
- Date range — Last week, last month, last 3 months, last 6 months, last year, or a custom start/end date
- Accounts — Pick one account, a few, or leave it on all of them
When you change a filter, every card and chart on the page recomputes. Changes carry over as you navigate between dashboards.
Reporting Home
Open this when someone asks "how are we doing?" and you have 60 seconds to answer.
Social Stats — ten metric cards across two rows, each with the total and the percentage change vs. the previous period:
- Views — total content views across Instagram, Facebook, and TikTok
- Likes — total likes on posts in the period
- Comments — total comments received
- Shares — total shares
- Saves — total saves
- Profile visits — profile visit count
- Inbound DMs — DMs received
- New Followers — net follower growth
- Average watch time — average video watch time, formatted as
m:ss - Leads captured — leads created via Scrollmark journeys
Click any card to open a popover with the underlying time series and a breakdown.
Charts below the cards:
- Inbound vs. Responded — daily DMs, comments, and responses sent, so you can see if your team is keeping up
- Follower growth trend — follower count over the selected window
- UGC mentions by type — how many tagged mentions, hashtag mentions, and story tags you received
- Top UGC source — the accounts mentioning you most this week
- UGC spotlight — a carousel of the most-engaged posts mentioning your brand
- Audience timing — a heatmap showing when your audience is most active
SocialGPT Insights sidebar — on the right, a sticky panel where SocialGPT calls out the most interesting shifts in the data (e.g. "Saves up 40% week-over-week, driven by Reels"). Use these as prompts for your next content bet.
Use this in your Monday standup
Reporting Home with "Last week" selected is the single best thing to put on a screen share when you're walking your team through the week.
Journeys
Open this when you're asking "is my automation actually working?"
Five metric cards:
- Journeys triggered — how many times a journey started in this period
- Journeys completed — how many ran all the way through
- Responses via journey — auto-replies sent by your journeys
- Leads captured — leads collected by any journey's lead-capture step
- Links clicked — clicks on links the journey sent out
Journeys triggered chart — daily breakdown of journey starts, segmented by trigger type (comment keyword, DM keyword, mention, etc).
Trigger source mix — a ring chart of which trigger types are firing. If one source is doing 95% of the work, that's a signal.
Journey performance table — every journey you have live, with per-journey triggered/completed/response counts so you can see which flows carry their weight.
Completed ≠ responded
A journey is "completed" when it reaches an end node — even if that end node is "do nothing." If completed is high but responses is low, check your flow for dead branches.
Posts & Engagements
Open this when you want to know which posts are pulling their weight.
Five metric cards — Total Views, Total Likes, Total Comments, Total Shares, Total Saves — with period-over-period change.
Total engagements chart — daily total engagements, broken down by content type (Reel, Feed, Story, Carousel). Good for spotting which format is carrying your numbers.
Individual post chart — paginate through every post in the period with views, likes, comments, shares, and saves side-by-side. Use the next/prev controls to flip through.
SocialGPT Insights sidebar — highlights posts that over- or under-performed and calls out patterns (e.g. "Your Reels averaged 3x the saves of Feed posts this week").
Social Attribution
Open this when someone wants to know how much revenue social actually drove.
Requires a Shopify connection
Social Attribution pulls from your connected Shopify store. If you don't see data, make sure your shop is connected under Integrations.
Five metric cards:
- Total Orders — total Shopify orders in the period
- Total Matches — orders that Scrollmark matched back to a social interaction
- Average Order Value — AOV across all orders
- Social Matched Revenue — revenue from the matched orders
- Average Social Order Value — AOV for matched orders only (often higher than overall AOV — that's the insight)
Charts below:
- Order totals over time — daily order count vs. social-matched order count
- Order value comparison — daily all-order revenue vs. social-matched revenue
- User-level attribution table — per-user view of matched orders, so you can click through to the customer in Shopify
The number your CMO wants
Social Matched Revenue is the one metric that justifies the spend. Screenshot it monthly and keep a running chart of the trend.
SocialGPT Insights sidebar
Three of the four dashboards (Reporting Home, Journeys, Posts & Engagements, Social Attribution) have a SocialGPT Insights panel on the right. It reads the same data you're looking at and writes 3-5 short observations in plain English. Treat it as a prompt generator — if it flags something surprising, click into the related chart to dig in.