Welcome to our comprehensive guide on deciphering the data presented in our dashboard! In this article, we will provide you with a clear and detailed table definition, shedding light on the key metrics and insights displayed on your dashboard.
Understanding the meaning behind the data is crucial for making informed decisions and gaining valuable insights into the performance of your business. Let's dive in and demystify the numbers to empower you with the knowledge you need to succeed!
| Summary | Description |
|---|---|
| Avg. ROAS | Average ROAS = Total revenue generated / Total advertising spendAverage ROAS (Return on Advertising Spend) - Calculates the average return generated from advertising investments. A higher average ROAS indicates that for every unit of currency spent on advertising, the business earns more revenue in return. Revenue | Collected by TrueROAS from MetaAd Spend | Sourced from Meta |
| CPA | CPA = Cost / ConversionsIt measures the average cost incurred to acquire a customer through marketing or advertising efforts. A lower CPA indicates more cost-effective marketing.Ad Spend | Sourced from Ad PlatformsOrders | Collected by TrueROAS from Ad platforms |
| AOV | AOV = Total revenue generated / Number of ordersAverage Order Value = Measures the average amount of money spent by customers in a single transaction. A higher AOV indicates that customers are spending more on average. |
| Total Cost + Ad Spend | Total Cost + Ad Spend = The sum of all costs incurred, including both the direct costs related to running the ads (ad spend) and other expenses associated with marketing activities. This can include costs such as creative development, campaign management fees, marketing software subscriptions, and any additional expenses related to executing and managing the campaigns. Ad Spend | Sourced from Ad Platforms |
| True Revenue | True Revenue = Actual and accurate amount of revenue generated by a business after accounting for various factors such as discounts, returns, refunds, and other adjustments. It provides a more precise and reliable measure of the financial performance of a business, as it considers the net revenue after accounting for any necessary deductions or corrections. True Revenue | Sourced from Ad Platforms |
| Channels | |
| Meta Revenue | Revenue attributed to Meta includes earnings from advertising on the platform as well as sales, leads, and conversions resulting from organic traffic from Meta (Facebook & Instagram). |
| Google Revenue | Revenue attributed to Meta includes earnings from advertising on the platform as well as sales, leads, and conversions resulting from organic traffic from Google. |
| Tiktok Revenue | Revenue attributed to TikTok includes earnings from advertising on the platform as well as sales, leads, and conversions resulting from organic traffic from TikTok. |
| Email Revenue | Email traffic source in website analytics refers to visitors who click links in emails. To track email traffic, businesses can set up UTM parameters, tags added to the end of a URL that identify the source, medium, and campaign. Most email marketing services like Mailchimp, Klaviyo, Omnisend include automatic UTM parameter tracking, simplifying the process. |
| Other Sources | Other traffic sources in website analytics refer to visitors who arrive at a website through channels other than direct traffic, search engines, or referral links. This can include traffic from social media platforms, email marketing campaigns, online advertising, and other forms of digital marketing. In cases where a visitor's source of arrival cannot be attributed to a specific ad, campaign, or keyword, it falls under "other traffic sources." This can make it challenging to calculate TrueROAS (True Return on Advertising Spend) since the exact ad or campaign that generated the traffic cannot be traced. Nonetheless, analyzing other traffic sources is important to understand the overall effectiveness of a business's marketing efforts across different channels and identify areas for optimization. |
| Direct Revenue | Direct traffic in website analytics refers to the visitors who come directly to a website by typing its URL into the browser or using a bookmark to access it. Direct traffic can also be generated when a visitor clicks on a link in an email or a document that is not properly tagged with tracking parameters. Since direct traffic does not come from a search engine or a referral link, it is often considered a measure of a website's brand recognition and user loyalty. However, it can also include traffic that cannot be attributed to any specific source, which makes it difficult to determine the true origin of the traffic. |
| Marketing Efficiency Ratio | MER = Over all Revenue / Ad spendThis metric differs, depending on how much you're spending. Most importantly, when making changes in budget. If you raise the budget, how does the overall revenue of your store get affected? It's important to see look at how this metric performs over time. This metric can you help you see the real effect of the ad spend of the source and if it's bringing more or less value as a whole for the entire revenue.**The higher, the better** |
| Meta Ad Spend | Meta Ad Spend refers to the total advertising spend on Facebook and Instagram, both owned by Meta. This includes all ad formats, and analyzing Meta Ad Spend helps businesses optimize their advertising campaigns on these platforms. |
| Google Ad Spend | Google Ad Spend refers to the money a business spends on advertising on Google platforms such as Google Ads and Display Network, including various ad formats. Analyzing Google Ad Spend helps businesses optimize their advertising campaigns on Google. |
| Paid Ad Summary | |
| True Ad ROAS | Overall or average ROAS is the total revenue generated from all ad campaigns divided by the total amount spent on those campaigns. It provides a general idea of the effectiveness of advertising efforts across all campaigns. A higher ROAS means more profitability. |
| Ad CPA | In ads, CPA means Cost Per Acquisition, which is the cost of acquiring a new customer or lead through advertising. It helps measure the effectiveness and efficiency of ad campaigns, and businesses can optimize campaigns to generate more leads or customers at a lower cost. |
| Ad AOV | In the context of ads, average order value (AOV) is the average amount of revenue generated per order. It is calculated by dividing the total revenue generated from orders by the total number of orders. AOV helps businesses understand the average value of each customer or order, which can help inform advertising strategies and budgeting decisions. By increasing AOV, businesses can maximize revenue and profitability from their ad campaigns. |
| Total Ad Spend | Total ad spend is the total amount of money spent on advertising across all ad platforms or channels. It helps businesses understand how much they are investing in advertising and how it contributes to their overall revenue and growth. |
| Total Ad Revenue | Total ad revenue is the total amount of revenue generated from advertising efforts, including direct and indirect revenue. It helps businesses understand the effectiveness of their advertising strategies and the return on investment (ROI) of their ad campaigns. |
| Ad Orders | Orders attributed to ads is the number of orders directly attributed to advertising efforts. It helps businesses understand the effectiveness of their ads at driving sales and revenue, and optimize their ad campaigns for maximum ROI. |
| Meta Ads | |
| True Ad ROAS | Return on your Meta Ad Spend - revenue earned for each dollar you spend on a specific Meta ad. |
| CPA | cost per acquisition or action |
| AOV | Average Order Value from all the ads attributed by TrueROAS from your Facebook Ads |
| Ad Spend | Your Total Ad Spend from all the Ads that is being tracked by TrueROAS |
| Total Meta Revenue | Revenue from Ads + FB Untracked/Organic + IG Untracked/Organic |
| Orders | Total number of orders tracked and attributed by TrueROAS |
| Marketing Efficiency Ratio | Marketing Efficiency Ratio (MER) for Meta Ads helps businesses optimize their ad campaigns by comparing the effectiveness of different ad sets and tracking trends over time. It informs decisions on budget allocation and future advertising strategies. MER for Meta Ads is calculated by dividing the revenue generated by Meta ad campaigns by the total cost of running those campaigns, including ad spend and any associated costs. |
| Meta Ad Revenue(API) | Total Ad Revenue measured by Facebook based from their data modeling |
| Add to Cart | Number of customers who added something on their cart and haven't checked out yet |
| Product Page Views | Number of times users viewed the product-detail page from your Ads |
| Link Clicks | How many people clicked on the link on your Ads |
| Impressions | Number of opportunities people have to view your campaign |
| Google Ads | |
| ROAS | Return on your Google Ad Spend - revenue earned for each dollar you spend on a specific Google ad. |
| CPA | cost per acquisition or action |
| AOV | Average Order Value from all the ads attributed by TrueROAS from your Google Ads |
| Google Ad Spend | Your Total Ad Spend from all the Ads that is being tracked by TrueROAS |
| Ad Revenue | Your Total Ad Revenue from all the Ads that is being tracked by TrueROAS. |
| Orders | Total number of orders tracked and attributed by TrueROAS |
| Marketing Efficiency Ratio | Marketing Efficiency Ratio (MER) for Google Ads helps businesses optimize their ad campaigns by comparing the effectiveness of different ad sets and tracking trends over time. It informs decisions on budget allocation and future advertising strategies. MER for Google Ads is calculated by dividing the revenue generated by Google ad campaigns by the total cost of running those campaigns, including ad spend and any associated costs. |
| Organic Revenue | Revenues that are a direct result of the firm's existing operations. Checkouts that did not directly came from Ads. |
| All Conversions (by Google) | Total Conversions measured by Google based from their data modeling |
| Revenue (By Google) | Total Ad Revenue measured by Google based from their data modeling |
| CPC | Cost-per-click (CPC)- means how much you paid for each click on your ads |
| Clicks | How many people clicked on the link on your Ads |
| Tiktok Ads | |
| ROAS | Return on your TikTok Ad Spend - revenue earned for each dollar you spend on a specific TikTok ad. |
| CPA | cost per acquisition or action |
| AOV | Average Order Value from all the ads attributed by TrueROAS from your TikTok Ads |
| Tiktok Ad Spend | Your Total Ad Spend from all the Ads that is being tracked by TrueROAS |
| Revenue | |
| Orders | Total number of orders tracked and attributed by TrueROAS |
| Marketing Efficiency Ratio | Marketing Efficiency Ratio (MER) for TikTok Ads helps businesses optimize their ad campaigns by comparing the effectiveness of different ad sets and tracking trends over time. It informs decisions on budget allocation and future advertising strategies. MER for TikTok Ads is calculated by dividing the revenue generated by TikTok ad campaigns by the total cost of running those campaigns, including ad spend and any associated costs. |
| TikTok Conversions | Conversions attributed to TikTok by the TikTok Ad Platform |
| Revenue (by Tiktok) | Total Revenue measured by TikTok based from their data modeling |
| CTR | CTR is the percentage of people who clicked on an ad or link out of the total number of users who viewed it. It measures the effectiveness of an online advertising campaign and indicates how engaging an ad or call-to-action is to the target audience. |
| CPC | Cost-per-click (CPC)- means how much you paid for each click on your ads |
| Clicks | How many people clicked on the link on your Ads |