A near real-time monitoring dashboard across Google Ads, Merchant Center, and Google Analytics — purpose-built for Black Friday and peak sale days, when a missed budget exhaustion or performance drop costs more than a normal week combined.
For most advertisers, day-to-day account monitoring is a periodic check. That cadence works when the stakes are normal. Black Friday is different. Budgets are 5–10× their usual size. A budget that exhausts at 2pm means sitting out the highest-traffic window of the entire year while competitors keep running.
Most advertisers had no purpose-built tool for this. The best option was keeping Google Ads open and refreshing manually — or stitching together a custom dashboard that covered basic account-level metrics at best.
Campaign performance, budget pacing, spend rate. Alerts when budgets approach exhaustion or performance drops unexpectedly.
Feed health, product approvals, disapprovals. A feed issue on Black Friday can silently pull products from auction.
Live site traffic, conversion rate, revenue. Closes the loop between ad spend and actual business outcomes in real time.
The dashboard auto-refreshes every few minutes, keeping live charts current. Anything needing urgent attention is visually surfaced and highlighted — the advertiser doesn't need to interpret numbers to know whether something is wrong.
Key design principle: on a peak day, an advertiser's attention is split across clients, channels, and communications. The dashboard had to do the interpretation work — not just display data.
On Black Friday 2025, over 300 advertisers had the dashboard open and running throughout the day. A significant number kept it running through the night and into Cyber Monday.
Nobody keeps a tool open all night unless it's genuinely doing something they can't do without it. For those advertisers, this wasn't a nice-to-have — it was their command centre for the most important trading days of the year.
Adoption has since extended beyond Black Friday to other high-stakes sale days, establishing it as the go-to monitoring tool for any period where normal check-in cadences aren't sufficient.
The strongest validation: advertisers didn't just use it on launch day. They came back for every major sale event after.