Key fields & the editable tabs
Why this matters: Two tabs on the dashboard — Promotions and Spend — let you enter targets and review campaign details. Understanding what each field means prevents you from misreading the numbers or entering incorrect targets.
Glossary: three terms to know before you read any number
- ROAS (Return on Ad Spend) — Revenue generated ÷ Ad spend. A ROAS of 5 means $5 of revenue was earned for every $1 spent on advertising. It does not account for cost of goods or operating costs — it is purely a measure of ad efficiency.
- Gross revenue — The total value of orders before any deductions. This includes amounts that will later be refunded, discounts already applied at checkout, and platform fees not yet deducted. It is the "top line" before any adjustments.
- Net revenue — Gross revenue minus returns, refunds, and platform-level deductions (e.g. HKTVmall commission). This is the figure that more closely reflects actual income received. When in doubt about which figure to use in a report, use net.
- Channel — The sales channel through which an order was placed. The two main channels in this dashboard are Shopify (direct online store) and HKTVmall (marketplace). Retail (門店) appears as a separate tab for physical store data.
Promotions tab (推廣) — the editable fields
The Promotions tab tracks active discount codes and campaign performance. Most columns are read-only data pulled from Shopify. The fields you can edit are:
- Set Targets button — opens a panel where you enter the revenue and order targets for the selected period and brand. These targets appear as comparison benchmarks on the Promotions and Overview tabs.
- Period Revenue — your editable target for total revenue during the campaign period.
- Period Orders — your editable target for total order count during the campaign period.
- Person in charge — the team member responsible for a given promotion. Enter their name so ownership is clear in reviews.
The Promotions tab also displays Gross Revenue and Net Revenue columns for each discount code. Use Net Revenue as the primary figure when assessing a promotion's true impact.
Spend tab (支出) — the editable fields
The Spend tab gives a budget vs. actual view of marketing expenditure. The columns are:
- Online — actual spend on digital advertising (Meta, Google, etc.) pulled automatically from the ad platforms.
- Offline — spend on offline marketing activities (events, print, etc.). This is manually entered.
- Target — your budgeted total marketing spend for the period. Click Set Targets to enter or update this figure.
- Marketing Budget — the approved overall budget for the brand and period, used as the reference ceiling.
The Set Targets button on the Spend tab works the same way as on the Promotions tab — it opens an input panel where you type in the planned figures.
重要欄位與可編輯分頁
為何重要： Dashboard 上有兩個分頁 —— 推廣及支出 —— 允許你輸入目標及查看推廣活動詳情。了解每個欄位的意義，可避免誤讀數字或輸入錯誤目標。
詞彙表：讀取任何數字前必須掌握的三個術語
- ROAS (廣告支出回報率) — 收入 ÷ 廣告支出。 ROAS 為 5 表示每投放 $1 廣告帶來 $5 收入。此指標不計入商品成本或運營成本，純粹衡量廣告效率。
- 毛收入 (Gross Revenue) — 訂單總值，未作任何扣減。包括日後可能退款的金額、結帳時已應用的折扣，以及尚未扣除的平台費用。這是任何調整前的「頂線」數字。
- 淨收入 (Net Revenue) — 毛收入扣除退貨、退款及平台層面的費用 (例如 HKTVmall 佣金) 後的數字。這個數字更接近實際到手收入。如不確定報告應使用哪個數字，請選淨收入。
- 渠道 (Channel) — 訂單所屬的銷售渠道。此 Dashboard 的兩個主要渠道為 Shopify (直營網店) 及 HKTVmall (電商平台)。實體門店數據在獨立的門店分頁顯示。
推廣分頁 — 可編輯欄位
推廣分頁追蹤有效折扣碼及推廣活動表現。大部分列項是從 Shopify 自動拉取的唯讀數據，可編輯的欄位如下：
- 設定目標 (Set Targets) 按鈕 — 開啟面板，供輸入所選期間及品牌的收入及訂單目標。這些目標在推廣及總覽分頁上作為比較基準顯示。
- 期間收入 (Period Revenue) — 可輸入的推廣期間總收入目標。
- 期間訂單數 (Period Orders) — 可輸入的推廣期間總訂單量目標。
- 負責人 (Person in charge) — 負責該推廣活動的團隊成員姓名。填寫後，審核時責任歸屬一目了然。
推廣分頁同時顯示每個折扣碼的毛收入及淨收入列項。評估推廣活動實際成效時，請以淨收入為主要參考數字。
支出分頁 — 可編輯欄位
支出分頁以預算對比實際支出的方式呈現市場推廣費用，各列如下：
- 線上 (Online) — 數碼廣告實際支出 (Meta 、 Google 等)，由廣告平台自動拉取。
- 線下 (Offline) — 線下推廣活動支出 (活動、印刷品等)，需手動輸入。
- 目標 (Target) — 該期間的市場推廣預算總計。點擊設定目標輸入或更新此數字。
- 市場推廣預算 (Marketing Budget) — 該品牌及期間的核准總預算，用作參考上限。
支出分頁的設定目標按鈕與推廣分頁的操作相同 —— 點擊後開啟輸入面板，供填寫計劃數字。