> ## 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.

# Start with the question

> A question-led entry point to Ocular — triggers, modules, and decisions that start from what happened in your business and route you to the right report.

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

## Jump to a category

<CardGroup cols={2}>
  <Card title="Profitability & margins" icon="chart-pie" href="/overview/start-with-the-question/profitability-and-margins">
    True profit, channel margin, marketing efficiency.
  </Card>

  <Card title="Marketing & ad spend" icon="bullhorn" href="/overview/start-with-the-question/marketing-and-ad-spend">
    Platform vs. storefront ROAS, demographics, dayparting, geo.
  </Card>

  <Card title="Creative performance" icon="wand-magic-sparkles" href="/overview/start-with-the-question/creative-performance">
    Title/body/asset patterns, formats, placements, search terms.
  </Card>

  <Card title="Products, returns & discounts" icon="box-open" href="/overview/start-with-the-question/products-returns-and-discounts">
    Return rates, discount depth, product trends, AOV.
  </Card>

  <Card title="Customers & retention" icon="users" href="/overview/start-with-the-question/customers-and-retention">
    Cohorts, CAC payback, LTV, repeat purchase.
  </Card>

  <Card title="Fulfilment & logistics" icon="truck" href="/overview/start-with-the-question/fulfilment-and-logistics">
    Courier RTO, pincode failures, billing discrepancies.
  </Card>

  <Card title="Custom analysis" icon="wand-sparkles" href="/overview/start-with-the-question/custom-analysis">
    Chart Builder and Dashboards for one-offs.
  </Card>
</CardGroup>

## 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

<CardGroup cols={2}>
  <Card title="Quickstart by role" icon="signs-post" href="/overview/choose-your-path">
    Same idea, but routed by job function instead of trigger.
  </Card>
</CardGroup>