> For the complete documentation index, see [llms.txt](https://biglead.gitbook.io/biglead-docs/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://biglead.gitbook.io/biglead-docs/en/report/5.-marketing-report.md).

# 5. Marketing report

## DETAILED USER GUIDE: MARKETING REPORT FEATURE

* System: Biglead CRM
* Module: Reports -> Marketing Report
* Objective: To assist Administrators and the Marketing Department in monitoring and optimizing ad spend, measuring conversion rates, and evaluating individual performance (KPIs).

### SECTION 1: ZBS (ZALO NOTIFICATION SERVICE) TRANSACTION REPORT

This section manages the cash flow and status of all automated messaging campaigns via Zalo.

<figure><img src="/files/CGkIy0tQ8iphzNZrixUf" alt=""><figcaption></figcaption></figure>

#### 1.1. "Admin Management" Tab (All ZBS Wallets)

* Interface Overview:
  * A summary dashboard featuring 4 key metrics: Total Wallets (e.g., 1126), Total Balance (e.g., 10,525,420 VND), Active Wallets (e.g., 20), and Low Balance Wallets (e.g., 6).
  * A detailed breakdown table with columns: `Shop ID`, `Balance`, `Currency (VND)`, `Status (Active/Paused)`, and `Last Updated`.
* Step-by-Step Operations:
  * Wallet Monitoring: Administrators can scan the list; the system will highlight or display alerts in the action column for wallets flagged as "Low Balance".
  * Quick Top-up: Click the orange \[+ Top up for shop] button next to the corresponding Shop ID to allocate a messaging quota.
  * Data Refresh: Click the \[Refresh] button (circular arrow icon) in the top right corner to update balances in real-time.

#### 1.2. "Overview" Tab

* Interface Overview: Displays high-level metric cards including: Current Wallet Balance, Total Transactions, Successful Transactions, Success Rate (%), and Total Cost.
* Objective: Enables management to quickly assess the "health" of the Zalo channel on a daily/weekly basis without scrolling through long data sheets.

#### 1.3. "ZBS Transaction History" Tab

* Interface Overview: A granular data table consisting of: `Shop ID`, `Time` (precise down to the second), `Phone Number` (masked or fully visible based on permissions), `Name (Campaign Name)`, `Template` (Approved Zalo Message Template), `Workflow` (Triggered Automated Script), `Deducted Amount` (e.g., 300 VND/message), `Status`, and `Action`.
* Step-by-Step Operations:
  * Filter by Status: Click the `Filter by status` dropdown -> Select one of the following: *Success*, *Failed*, *Processing*, or *Refunded* (in case of failed messages, the system automatically refunds the amount to the wallet).
  * Filter by Time: Select `From Date -> To Date` on the calendar to narrow down the audit scope.
  * Data Export: Click \[Export CSV] or \[Excel] to download the data for monthly financial reconciliation.

#### 1.4. "Statistics" Tab

* Objective: Aggregates data into charts or summary tables based on a custom `Start date - End date` range to evaluate which messaging campaigns have high error rates for timely content or template adjustments.

### SECTION 2: ADS REPORT (PAID ADS REPORT)

This section directly synchronizes ad spend and performance data from ad managers to the CRM.

<figure><img src="/files/Fgymmacy8ZC5KWIM966z" alt=""><figcaption></figcaption></figure>

* Prerequisite (Crucial Step): This section will appear blank (`Account unknown`) if the business has not integrated its accounts. The Admin must go to *Integrations* -> Connect the company's Facebook BM (Business Manager) or TikTok/Google Ads accounts (depending on the upgraded version).
* Step-by-Step Operations:
  1. Select the desired timeframe (e.g., Last 7 days, This month...).
  2. Click \[Apply] or \[Reset] to refresh the filters.
* Key Metrics for Analysis:
  * `Campaign ID` & `Campaign Name`: Cross-reference with the campaign names in the Ad Manager.
  * `Delivery Status` & `Status`: Identify which campaigns are active or turned off.
  * `Remaining Budget`: Helps marketers monitor and prevent accounts from running out of budget unexpectedly.

### SECTION 3: BUSINESS EFFICIENCY REPORT

This module serves as the "heart" of Marketing data, measuring the conversion rate (CR) from ad spend to actual revenue.

<figure><img src="/files/GYsWVkAhs8bTCHnAethM" alt=""><figcaption></figcaption></figure>

#### 3.1. Dashboard Metrics (Top Section):

* Revenue (VND): Total money generated from successfully recorded orders.
* Visits: Total number of customer clicks on navigational or redirect links.
* Product Clicks: Measures customer engagement and interest in the shopping cart.
* Orders: The total volume of successfully closed orders.
* Conversion Rate (%): Calculated using the formula: $$ $\frac{\text{Orders}}{\text{Total Visits/Leads}} \times 100%$ $$.

#### 3.2. "Daily Cost" Chart

* Analysis: A line chart visualizing daily cost fluctuations. If the cost line goes up while the "Revenue" line goes down, it serves as an early warning that the ad campaign is losing efficiency.

#### 3.3. Daily Detailed Data Table

* "Select Column" Feature: Users can click the \[Select Column] button to check/uncheck data fields depending on their reporting needs.
* Advanced Data Fields to Note:

  * `Conversations` & `Phone Numbers`: Measures lead quality (a high volume of conversations but zero phone numbers indicates poor audience targeting).
  * `Orders from New Customers (Non-Ads)`: Measures the strength of organic channels (SEO, organic posts).
  * `Customers from Ads created previously, Ads still on / Ads turned off`: A unique Biglead feature that tracks remarketing behavior or past customers re-engaging through old ad posts.
  * `Phone Number / Conversation Rate (%)`: Evaluates the marketer's content optimization capability.
  * `Ads Revenue / Total Revenue (%)`: Shows how heavily the business relies on paid advertising.

  <figure><img src="/files/IxaT7CO4QlERYhVFTZ8C" alt=""><figcaption></figcaption></figure>

### SECTION 4: MARKETING EFFICIENCY REPORT (MARKETER KPI REPORT)

<figure><img src="/files/oJGAangS1Z1QQhZMLzCe" alt=""><figcaption></figcaption></figure>

This section is utilized to calculate KPIs, performance, and commissions for individual marketers or marketing teams.

* MANDATORY OPERATIONAL RULE (MOST IMPORTANT):

  > Biglead operates on a structural separation between media buyers (Marketers) and chat closers (Sales). For data in this section to sync accurately, the Admin must go to Marketing Configuration -> Assign specific marketing personnel to be responsible for the corresponding Fanpage/Channel. When a customer messages that Fanpage, all Revenue and Costs generated from it will be credited to the assigned Marketer.
* Filtering Data:
  * Select `No page group selected` -> Choose the specific Fanpage group you want to view.
  * Select `By Employee` -> Choose the name of the Marketer to evaluate (e.g., Nguyen Dong).
  * Select the timeframe -> Click the yellow \[Apply] button.
* Analyzing Metrics in the "Employee Details" Table:
  * `Amount Spent`: The actual ad spend spent by that Marketer on their assigned Pages.
  * `Leads` & `Cost per Lead (CPL)`: Compares which Marketer is bringing in cheaper leads.
  * `Phone Number Rate (%)` & `Cost per Phone Number`: The ultimate metric determining a Marketer's optimization quality.
  * "New Customers" Block: Displays detailed `New Customer Revenue` and `Average Order Value (AOV) for New Customers` to see if the Marketer is bringing in high-value tệp clients for the business.