Start with the question

Nobody opens Ocular to “explore a report.” You open it because something happened — a margin number looks wrong, a campaign is bleeding spend, returns are climbing, a courier keeps failing. This guide is built around those moments. Every entry has the same shape:

The trigger — what happened
Where to go — the module that answers it
How to read it — diagnosis logic, not just feature descriptions
The decision — because the point isn’t the data, it’s the action

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Profitability & margins

True profit, channel margin, marketing efficiency.

Marketing & ad spend

Platform vs. storefront ROAS, demographics, dayparting, geo.

Creative performance

Title/body/asset patterns, formats, placements, search terms.

Products, returns & discounts

Return rates, discount depth, product trends, AOV.

Customers & retention

Cohorts, CAC payback, LTV, repeat purchase.

Fulfilment & logistics

Courier RTO, pincode failures, billing discrepancies.

Custom analysis

Chart Builder and Dashboards for one-offs.

Quick reference

My question	Trigger	Primary module	Decision
What is my true profit?	Revenue looks good, margin is unknown	P&L → Waterfall	Which cost layer to fix
Which channel is most profitable?	Justify channel investment	P&L → Channel Comparison	Where to invest vs. pull back
Is ad spend working vs. what platforms claim?	Platform ROAS doesn’t match storefront	Ad & Campaign Performance	Which campaigns to trust and scale
What’s working in my creatives?	Need a data-backed brief	Creative Deep Dive	What patterns to brief next
Which demographic is most efficient?	Validate or refine audience strategy	Marketing → Demographic Matrix	Creative brief, not ad-set, targeting
Which placements should I cut?	Spend leaking to low-quality placements	Marketing → Placement breakdown	Exclusion list updates
What search terms trigger my ads?	CPA rising on Search	Chart Builder · `google_ads_searchterm`	Negative keywords and additions
Which products have high return rates?	Returns eroding margin	Chart Builder · Sales	Product, listing, or fulfilment fix
Are discounts helping or hurting?	Repeat buyers only buying on promo	Sales Performance → Discount Affinity	Tighten discount eligibility
Are customers coming back?	Balance acquisition vs. retention	Purchase Retention Cohort	Acquisition vs. re-engagement split
Which channels produce loyal customers?	Not all acquisition is equal	Purchase Retention Cohort → Split By	Scale high-retention channels
How long to recover CAC?	Finance asking if acquisition is sustainable	Purchase Retention Cohort → CAC Payback	Scale or cut by payback timing
Are users returning to browse?	Early warning before purchase retention drops	User Activity Cohort	Improve post-visit engagement
Who are my highest-value customers?	Build segmentation or lookalikes	Purchase Retention Cohort → LTV	Lookalike targeting priorities
New vs. repeat AOV difference?	Repeat AOV declining	Purchase Retention Cohort → AOV	Restructure promotional strategy
Which courier is costing the most?	RTO climbing	Chart Builder · Fulfilment	Courier allocation, renegotiation
Are we being overbilled?	Logistics costs higher than expected	Chart Builder · Fulfilment	Billing disputes, WMS recalibration
Custom question	One-off or board request	Chart Builder	Build and save for reuse

Quickstart by role

Same idea, but routed by job function instead of trigger.

​Jump to a category