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:Documentation Index
Fetch the complete documentation index at: https://docs.ocular.dev/llms.txt
Use this file to discover all available pages before exploring further.
- 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
Jump to a category
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 |
Related pages
Quickstart by role
Same idea, but routed by job function instead of trigger.