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Marketing analytics that answers back

Performance, funnels, leads, automation rules, creative approval and campaign setup, redesigned as one system a media buyer can read.

Lead disposition: lifetime value, revenue by advertiser, lead status, the lead data funnel from new lead to closed, lead attribution and the postback log; Concussion Media dashboard: performance cards, ad spend against its forecast and budget allocation by offer
400+
screens and states, designed across the product
11
modules designed and approved by the client
4
experts from the ANODA team

Concussion Media is a paid-traffic and marketing-analytics platform: media buyers and performance marketers use it to read campaign performance. We reviewed the live product, then designed 11 modules as one system — dashboards , funnels and lead disposition, rules, creative approval and campaign setup — across 400+ screens and states.

What a media buyer reads before moving money

A budget decision pulls from every part of the product. Its areas, in the order a buyer meets them:

  1. Performance

    • Spend and revenue
    • Profit, CTR, CPC, CR
    • Forecast

  2. Audiences

    • Age and gender
    • Location
    • Best days and hours

  3. Creatives

    • Top performers
    • Review and approval

  4. Funnels and leads

    • Stage drop-off
    • Attribution
    • Postback log

  5. Rules

    • Triggers
    • Actions
    • Rule log

  6. AI signals

    • Trends
    • Anomalies
    • Advice
Density Clarity
Every metric a buyer asks for, on a screen that still reads in seconds.
Automation Control
Rules act on live campaigns; people see what fired, why, and can stop it.
Demo data Real data
Every module drawn for empty, filtered-out and broken data too.

Performance data with a reading order

Found
Spend, revenue, profit, CTR, CPC, conversion, budget, audiences and creatives all competed for the first look.
Decided
One order down the page: how the money performs, where it is going, who responds, and what works, each block answering the question the one above raises.
For the user
A buyer checks the numbers, sees the forecast against the budget, and finds the audience and creative behind the result without leaving the page.
Dashboard design
Concussion Media dashboard: performance cards, ad spend with its forecast, budget allocation by offer, audience segmentation and location, top performing days and the top performing creatives
After: The dashboard, read top to bottom: performance, spend, audiences, then what sells

  1. How the money performs

    Ad spend, revenue, profit, CTR, CPC and conversion, each against the prior period.

  2. Where it is going

    Spend against its forecast, then the budget by offer with leads, revenue, profit and ROI.

  3. Who responds

    Audiences by age and gender, then by country, each switchable between metrics.

  4. What works

    The best days and hours, then the creatives that earn the most, with their numbers on the card.

How the work progressed

Four phases, each closing a question before the next one opened.

  1. Discovery

    5 hrs

    What the analytics had to answer, and what media buyers were still working out by hand

    Artifact A structure board for the analytics module: filters, metrics and open questions

    The analytics module structure board: filtering by campaign, ad set and timeframe, the dashboard’s tabs, and reference screens beside them

  2. User Flow

    100 hrs

    How each module starts, branches and ends, including the states a demo never shows

    Artifact End-to-end flows for every module, with each screen’s content beside its node

    Part of the creative approval flow: the review queue, its approve and reject branches, and the content of each screen

  3. Wireframes

    200 hrs

    Where each chart, table and filter sits, before colour could hide a problem

    Artifact Grey wireframes for dashboards, rules, landing pages and notifications

    Grey wireframes of the performance dashboard, the offers page and the landing pages

  4. UI & Design System

    245 hrs

    One visual system for the whole product, chosen from four directions

    Artifact The final UI and a component library with its states

    The chosen moodboard: grey background, small bold type, green and orange accents, and reference dashboards

From modules to one operating model

Found
Each module had grown on its own: its own filters, its own idea of a period, its own way to reach the next step.
Decided
Every flow was drawn end to end first, so modules share filters, time ranges and entry points, and hand work to each other.

  1. Dashboard

    The page follows the order a buyer decides in: performance, forecast, budget, audiences, then the AI feed and top creatives.

    Open the full map
    Dashboard structure: ad spend forecasting, budget utilisation, top performing days and audience segmentation, each with the data it presents

  2. Lead disposition

    From the funnel to one lead: filter by campaign or ad set, open a stage, and fix a lead’s data where the error is.

    Open the full map
    Lead disposition flow: the dashboard’s content, campaign and ad set filters, and the lead data funnel opening a stage drawer

  3. Rules and automation

    An empty board says what to do first; every rule card opens its own log of what the rule did.

    Open the full map
    Rules and automation flow: the module’s menu, the rule dashboard’s content, an empty dashboard for a first visit, and rule cards opening the log
Concussion Media side menu: Dashboard, Facebook, Ad Words, Drafts, Testing, Funnel Assets, Automation, Creative Studio, Settings, Manage Ad Accounts, Logs and AI advice

Many modules, one menu

Channels, funnel assets, automation, creatives and settings in fixed groups, with logs and AI advice at the end.

  • Product information architecture
  • Primary and secondary navigation
  • End-to-end user flows
  • Entry and return points

Four jobs the product does for a media buyer

From the funnel to the rules that act on it, then the creatives and campaigns, and the AI signals across them.

Following leads through the funnel

Found
Revenue arrived as one number; where leads stalled, which ad set brought them and which postback failed stayed out of view.
Decided
A lead dashboard with the funnel by stage, the time between stages and the drop-off at each; attribution compared across two campaigns; a postback log that flags the lead with a problem in its own row.
Lead Disposition dashboard: lifetime value, revenue by advertiser, lead status breakdown, the lead data funnel from new to closed with average time per stage, lead attribution by ad set, and the postback log
Funnel module: the drop-off summary from 100% to 6% across four steps, each with its page preview, description and metrics
Funnel module with the variant picker open: four variants of the hero section, each with its change and its numbers

Rules that act in the open

Found
Rules pause campaigns and move budget while nobody watches, and a rule that fires unseen is one nobody trusts.
Decided
A rule board with what fired and what it did, a feed of triggered rules with the condition behind each, a builder that writes conditions as plain AND and OR rows, and a log that opens a rule’s history beside its data.
Rule Board: a summary of triggered, active and paused rules, counts of automation actions, a monthly chart, and the triggered rules feed with each rule’s condition
Rule Creation Wizard: a custom rule that pauses a campaign when ROAS over the last 3 days is below 1.5 and CTR over the last week is at most 2%
Rule Log: a list of rules with their campaign, action, condition and last trigger, one expanded to show the CPA that paused its campaign and charts of its condition and action frequency

Approving creatives, then launching campaigns

Found
Creatives were approved in chats and campaigns put together by hand, one variant at a time.
Decided
A review queue that shows each ad with its copy and its numbers before anyone approves it, and a campaign builder that turns approved assets into every variant to check before launch.
Creative Approval review queue: three ads with headline, ad text and call to action, their CTR, CR, CPC, ROI and revenue, and reject and approve buttons
Create New Campaign, the variant builder: 56 generated variants in a table of media, primary text, headline, description and placement, each with expand, lock and delete actions

AI signals inside the workflow

Found
Trends and anomalies were found late, by whoever happened to look.
Decided
An AI feed on the dashboard for trends, anomalies, insights and alerts, and advice cards that explain an idea, the actions it suggests and what they can change, opened from the ad they concern.
AI advice over the analytical dashboard: an idea about short-form video with its description, suggested actions and expected results, beside the active ad it concerns

One interface system across 400+ screens

Found
Eleven modules, each with its own filters, tables and charts, drifted apart as the product grew.
Decided
One component system: the same metric card, filter bar, chart block and table everywhere, each drawn for empty, filtered-out and broken data too.

A number reads the same everywhere

Value, period and change against the prior period, whether it is the dashboard’s ad spend or a lead’s lifetime value.

  • Six performance cards: ad spend, revenue, profit, CTR, CPC and CR, each with its value, dates, change and prior-period value
    Dashboard: Six headline metrics for the period.
  • Lead disposition cards: lifetime value with its change, revenue by advertiser, and the lead status breakdown as a ring chart
    Lead disposition: Lifetime value, revenue by advertiser and lead status.

Drawn for real data, not the demo

When numbers are missing, filtered out or wrong, the screen says so and offers the next step.

  • Dashboard with no data: performance cards showing N/D and the ad spend chart marked no data
    No data yet
  • Analytical dashboard with no results for the applied filters, and a button to reset them
    Nothing matches
  • Data issues found on a lead: the email field flagged as an invalid format, to fix and save
    A lead with bad data

Where the product ended up

One system across the platform: performance with a reading order, leads followed from click to sale, rules that show their work, creatives approved and launched from the same place, and AI signals where the buyer already looks.

17 hours saved every week Daily analysis down from 45 minutes to 20, across eight media buyers

screens and states
400+
modules approved by the client
11
experts on the team
4

In the client's words

ANODA helped organise a dense analytics product into a design we could review module by module. The comparative views and shared interface patterns gave us a clearer basis for discussing how the platform should present complex marketing information.

Paul White Digital Marketing Director, Concussion Media

5.0

Afraid designers won’t read your numbers?

Spend, attribution, funnels, creatives: we learned how Concussion Media’s buyers decide before drawing a screen. Bring us your dashboard, and we’ll come back with its reading order.

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What we brought to Concussion Media

The product

The interface and the work