Update 8/11/21 - Updated to include "Generated Quote" as new category
We have two Performance and Growth dashboards. The Overall Performance dashboard measures Parade's impact on your overall business. The Carrier Performance dashboard details how Parade is improving your carrier base.
I want to walk through these dashboards and help you understand the metrics, how they're calculated and what good performance looks like.
Also, Parade's Customer Success team is happy to do a custom walkthrough with you and help set goals for the different metrics. Click the chat button at right to get in touch with us.
Before we begin
Before we walk through the metrics, a few important points:
We calculate these metrics daily. You can see the last date each metric was updated
The time period is the past year. If today is Jan 4, 2026 then it's all the data from Jan 4, 2025 - Jan 3, 2026.
You can download one big file that contains all the raw data used to generate all the metrics. Just click the "Download Raw Data" button in the upper right corner. Pro tip: this can save you a lot of time doing analysis as we've already collated all the data for you
You can download the data behind any individual report by hovering over it and clicking the download button:
Overall Performance Dashboard
The Overall Performance Dashboard tracks how loads get covered by Parade and the impact on your business. At Parade, we track every way a carrier engages with your loads: they may learn about it via email, go to your private portal, conduct a search, enter a quote and then end up booking the load digitally.
There is a hierarchy to these events and we assign the most important event responsibility for the conversion. For instance, in the example above, we would treat that load as a Digital Booking.
The reports in the Overall Performance Dashboard take every load in your TMS and map it back to the most important event seen by Parade. Here's the hierarchy:
Digital Booking - carrier successfully booked the load by using a Book Now link
Digital Booking Attempt -
A carrier used Parade to quote on the load and they won the load or
A carrier tried to do a Book Now and, for technical reasons, it failed - but the carrier still ended up on the load
Generated Quote - Parade provided at least one quote for this load but our quoting carrier(s) did not win the load
Digital Visit - carrier visited the load detail page but did not quote or Book Now
Email Opened - carrier opened up an email showing that this load was available to them but did not click the link
Unopened Email - carrier was sent an email with this load but they never opened that email
Outside Parade - the load was covered before Parade could send it or show it to a carrier
You'll see these events sliced three ways:
Loads - shows how many loads and what portion of monthly loads were covered by the different events above.
Revenue - same as above except it's revenue now. Revenue is the sum of shipper price for each load. If you don't sync your shipper price over to Parade, you won't see a chart here. Email us at success@parade.ai and we'll get this data synced.
Gross Margin- save as loads except it's gross margin now. Gross margin is the sum of shipper price minus the carrier cost for each load. We also show the gross margin by Parade event type and how this is trending over time. If you don't sync both shipper cost and carrier price to Parade, you won't see a chart here.
When we slice by Gross Margin we provide a breakout of margin "With Parade" and "Outside Parade." "With Parade" only includes Digital Bookings and Digital Booking Attempts; we consider all other loads Outside Parade.
One technical callout on the gross margin trends by Parade event over time. We calculate a bucket called "With Parade". This includes the Digital Booking, Digital Booking Attempt, Digital Visit and Email Opened events. We do not include the Unopened Email event when calculating Parade's overall impact on your margin.
Great performance measured on these dashboards means:
Parade is doubling the share of loads it covers month over month
Digital Booking is increasing the share of loads covered month over month
The gross margins on Digital Bookings and Digital Booking Attempts are materially higher than email-based and Outside Parade loads
Carrier Performance Dashboard
The Carrier Performance Dashboard tracks how using Parade is leading to more carrier reuse and fewer new carriers (which lowers onboarding costs).
This is measured in four ways:
Carrier Concentration - This shows how many carriers it takes to cover different percentages of your loads and how it is changing over time.
New Carriers - This shows how many new carriers you onboarded in different time periods.
Carrier Reuse - These tables look at how you are reusing your carriers. We group carriers into buckets based on how many loads they carried for you during a time period and then calculate different metrics including gross margin by carrier reuse bucket.
A few important notes:
The bucket is based on the number of loads carried during the time period, not fleet size. If a carrier has 20 trucks but only did one load for you, they'll be in bucket 1, not bucket 20-1000
A carrier can change buckets across time periods. If a carrier did 1 load for you in the last 90 days they will be in bucket 1 for the time period Last 90 Days. But if they did 6 loads eight months ago then they will be in bucket 5-10 for 91-180 Days
If you do not sync over shipper price and carrier cost for each load you will not see the gross margin chart
4+ Load Carriers - There's a rule of thumb that a good carrier is one who does 4+ loads for you in a short time period. Here, we break out how this looks in your business
Great performance measured on this dashboard means:
Your carrier concentration is increasing (fewer carriers haul a greater share of loads)
You are reducing the number of new carriers you bring on
You are increasing carrier reuse and seeing higher gross margin on highly used carriers
Your are increasing your share of 4+ use carriers
Next steps
Take a moment to review your dashboards and learn how Parade is impacting your business. And, as mentioned above, please reach out and let us jointly set targets on where we can take your business and how to get there.