Not authorized

Only the costs that do not arrive on their own. Google Ads spend comes in through Ads_Daily and cannot be entered by hand; every other marketing euro — print, sponsorship, an agency, a comparison site — belongs here. Recording only: no report reads this yet.

Goals for the KPI gauges (Stella Polaris → KPI). Green from the goal, amber from 70% of the goal, red below. Min and max set the scale of the gauge.

Costs that cannot be attributed to a single channel — a fixed fee, an agency, tooling. They stay separate from marketing costs on purpose, so they cannot distort cost per channel. Recording only: no report reads this yet.