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The Entities section

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The Entities section answers “who and what do we have, and how did each of them do”. One thing separates it from the Breakdown section, and it is the important one:

in Breakdown a row appears if there were events in the period; in Entities a row is there because it is in the project catalog.

A manager who closed no deals this month simply disappears from a breakdown — together with the question of why they are at zero. Here they stay as a row of zeros. A paused campaign stays too, and you can see that the spend has stopped.

What you see here

The first column is the name from the project catalog: the manager’s name, the campaign name, the rejection reason. Not an identifier and not the value of a tag: the name comes from the catalog itself, so renaming it in the CRM or in the ad account reaches this table with the next sync.

Then come the entity’s attributes, if it has any: e-mail, role and status for a manager; platform, account status and objective for a campaign. These are properties of the row, not numbers for the period — they do not depend on the period you picked.

Then come the metrics for the selected period.

Special rows:

  • Total — for the whole period across the table; it is recalculated, not summed up from the rows.
  • Outside the catalog · N — numbers with no matching row in the catalog: the value is not set, it arrived before the catalog was synced, or it was created outside KO. The row is mandatory and cannot be switched off: without it the sum would not match the Total. For rejection reasons the label is different — “No rejection reason”: a lead without a reason is not lost and not “off-catalog”, it simply did not get rejected.
  • Deleted rows — dimmed, with the name struck through. The row is about an entity that no longer exists, but its numbers are real: a manager who left in June must still be in the May report together with their thirty deals.

Below the table there is a line about the composition: how many rows the catalog holds, how many are shown, and how many matched the statistics.

Set it up for your question

In the section toolbar:

  • Entity — which catalog defines the rows. Switching the entity resets the columns and the sorting: a manager and a campaign have different attributes and different applicable metrics, so carrying the columns over would produce a table of dashes.
  • Metrics — the set of columns. Every entity has its own default: leads, qualified, deals, sales, revenue and conversion for a manager; spend, impressions, clicks, CPC, leads and CPL for a campaign; rejections and potential revenue for a rejection reason.
  • Deleted — three positions: “Only those with data for the period” (default), “Show all”, “Hide”. In the last one the numbers of deleted entities are not lost — they move into the “outside the catalog” row.
  • Period, Filter, View, ··· — as in the other sections.

Sorting is a click on a header. By name, by any attribute, by any metric. Sorting also decides which rows make it into the visible ones when the catalog is larger than the cap: “25 of 655 shown” means the first 25 by the column you sorted on.

How to read it

A zero and a dash are different. A zero means “nothing happened in this period”; a dash means “this metric cannot be applied to this row”. Ad spend cannot be attributed to a manager at all — ads are not linked to people — so such a metric arrives with an explanation instead of an invented number.

An empty column with a non-empty Total is a message, not a layout bug. It happens when the link between the metric and the entity relies on link tagging: every row is at zero while the Total has numbers, because all of them sit in “outside the catalog”. KO names the metric explicitly in the warning for this case.

More rows in the catalog than shown is normal for ad inventory — campaigns come in hundreds. Check the line under the table and the sorting.

“Another catalog row has the same key” on a campaign means one ad account is connected through two connections and the campaign was created twice. The table keeps a single row: giving both rows the same cell would count the spend twice.

If there are no numbers

  • The project catalog is empty — there are no entities at all: the project has no CRM connected, or the catalog has not been synced. There is nothing to show, and it is not about the period.
  • Matched with statistics: 0 — the rows are there, but not a single number attached to them. That is what unstitched tagging looks like: check which key the data arrives with.
  • The section does not know what to show — the section has no entity selected (usually an old section created before the catalog existed). Pick one with the Entity button in the toolbar.