Docs
Firmly Agentic Commerce
Docs
Set theme to dark (⇧+D)
  1. Docs
  2. Solutions
  3. ...
  4. Operations
  5. Dashboard

Dashboard

The Branded Commerce dashboard is the partner’s view of the Destination Dashboard — the surface where partners run their Branded Commerce account day-to-day. It’s a logged-in web app; partners are invited by Firmly during onboarding. Branded Commerce is one of the five solution types that share this destination-side surface — see Destination Dashboard for the generic reference.

​​ Access and roles

Access is per-destination — each partner organization (the “destination”) has its own dashboard scoped to its data. Access is role-based — see Destination Dashboard → Team for the canonical role table, shared across all five destination-side solution types:

Role What they can do
Primary Owner Everything, plus ownership transfer (one Primary Owner per destination)
Owner Everything except ownership transfer
Editor Edit settings and operational data
Viewer Read-only

Partners log in with their Firmly credentials. Multiple teammates can share access at different role levels — see Team management below.

​​ Dashboard surfaces

The dashboard has these surfaces, accessible from the left navigation once you’re logged in (Settings, Team management, and Audit logs are grouped into one admin section below):

​​ Landing dashboard

The default view when you log in. Gives a personalized greeting and an at-a-glance summary of the destination’s performance:

Section What it shows
Metrics grid Headline KPIs across the selected period
Top merchants Merchants ranked by performance contribution
Revenue chart Revenue trend over time
Merchant filter Scope all charts to a single merchant or the full set

A refresh button re-fetches the latest data on demand.

​​ Funnel report

The most detailed analytics surface. Three tabs:

Tab Content
Raw Data The underlying funnel metrics — sessions, buy-now clicks, orders — with a date range picker
Funnel Report Conversion funnel chart, per-domain breakdowns, payment-path flow (PayPal / Click to Pay / Manual card), orders-by-payment-method donut, and merchant-level funnel comparisons. Filters by domain, path, and payment method
Drop-off Analysis Waterfall chart showing where buyers drop out, friction signals (form errors, payment retries), and field-by-field checkout progression

This is where partners diagnose performance — “why is conversion lower on this product?” — by walking the funnel from session start through to order placement.

​​ Orders

List of orders placed through Branded Commerce, with per-order detail pages. Use this to:

  • Confirm a specific order landed correctly
  • Look up the affiliate attribution key applied
  • See the merchant the order was placed against
  • Cross-reference with the partner’s own ad-platform reporting

Order data is read-only — fulfillment and post-order operations live with the merchant.

​​ Merchants

The list of merchants the partner is enabled for, with per-merchant performance breakdowns. Useful for:

  • Confirming the merchant set the partner is routing to
  • Identifying which merchants drive the most volume
  • Spotting under-performing merchants for campaign review

​​ Settings, Team, and Audit logs

Surface Purpose
Settings Destination-level configuration controls
Team management Invite teammates, change their roles, remove access. Pending invitations are listed alongside active members
Audit logs Record of who did what on the dashboard — team membership changes, settings updates, configuration changes. For compliance and “who turned this on?” questions

​​ Team management

Owners can invite teammates by email and assign a role at invitation time. Invitations show as pending until the teammate accepts. Owners can:

  • Change a teammate’s role (Owner, Editor, or Viewer)
  • Remove a teammate’s access
  • Transfer primary ownership to another Owner (Primary Owner only)

There are constraints to prevent locking the destination out of owner-level operations — Firmly’s team management logic guarantees at least one Owner always exists.

​​ What’s in the dashboard today — and what isn’t

To be explicit about boundaries:

Feature Status
Funnel reporting Available
Orders list + detail Available
Merchant performance Available
Team management + audit logs Available
Self-service product submission Not yet — manual coordination with Firmly ops (see Operational workflow)
Commission tracking Not yet — affiliate attribution is configured per-network and fires through Firmly’s adapters, but in-dashboard commission display is not implemented
Programmatic API Not yet — bulk product submission and CI/CD-style campaign management are a later phase

If you need data the dashboard doesn’t surface yet (e.g., bulk export, custom reporting), reach out to Firmly.

​​ Engagement funnel — what’s tracked

The funnel surfaces three primary steps with drop-off analysis between them:

# Step What it represents
1 Sessions Buyer arrives on a Branded Commerce page (landing page or PDP)
2 Buy Now Clicks Buyer taps the primary CTA to enter checkout
3 Orders Order successfully placed with the merchant — counted only when the order carries a non-zero total (total > 0), so zero-total test or placeholder carts are excluded from the funnel

Plus per-step drop-off waterfall, friction signals (form errors, retries), and a field-by-field progression view through checkout. These are richer than a simple 3-step funnel — drop-offs and friction signals are the actionable layer above the headline numbers.