Marketing Performance Analysis

We’ve added 20 additional metrics directly from the Ad platforms (Google & Facebook) to allow you to build more reports & segment the data. These are metrics directly from Google & Facebook that you can analyze alongside Shopify revenue analysis and the blended analysis from other platforms.

Attribution Window -- We use Facebook's default -- 7d_click, 1d_view

Metric	Definition
ATC Percentage	Add to Cart percentage is the Add To Cart action divided by the amount of Link Clicks measured on all marketing platforms
Add to Carts	The total number of add to cart events that people take involving your ads.
Ad Spend Rate %	Ad Spend divided by Shopify Revenue. Ad spend rate is the amount spent from all marketing platforms divided by the total sales
Attributed AOV	Average Order Value is the amount spent divided by the number of orders from all the ad platforms.
Attributed CPA	Cost per attributed acquisition (CPA) is the amount spent from each platform divided by the website purchases as reported by all marketing platforms
Attributed ROAS	Return on attributed Ad Spend is the website purchase conversion value (what their pixels are saying) divided by the amount spent on from the marketing platforms
Attributed Revenue	The total value of conversions - reveneue reported by each marketing platform.
CPC	Cost per Click. Cost Per Click is the Amount Spent divided by the number of Clicks from the ad platforms.
CTR	Click Through Rate is the number of Link Clicks divided by the amount of Impressions on all ad platforms
Cart Conversion Rate	Cart Conversion Rate is the web purchases divided by the amount of Add to Carts from all ad platforms
Checkout Conversion Rate	The number of initiate checkout events attributed to your ads divided by the amount of Add to Cart events https://www.facebook.com/business/help/1925989814089259
Checkout to Purchase	Checkout to Purchase Conversion Rate The number of purchase events attributed to your ads divided by the number of initiated checkout events attributed to ads
Checkouts	The total number of initiated checkouts that people take involving your ads.
Conversion Rate	Conversion Rate is the web purchases divided by the number of link clicks from all ad platforms
CPA // Cost Per Purchase	Cost per Website Purchase is the amount spent from each platform divided by the website purchases as reported by all ad platforms
CPM	Cost Per Mille is the Cost Per 1000 impressions. We multiply 1000 by the amount spent and then divide that by the number of impressions from <ad platform
Engagement Rate	Engagement Rate is the amount of post engagements divided by the amount of impressions from all marketing platforms. Engagement rate ranking explains how your ad's expected engagement rate compared to ads competing for the same audience. The expected engagement rate calculates the likelihood that a person will click, react to, comment on, share or expand an ad. Engagement-baiting (For example, asking for likes, comments, and so on) will not improve your ad's performance. Possible values for engagement rate ranking are (where average represents the 35th to 55th percentile). https://www.facebook.com/business/help/2351270371824148
Engagements	The total number of actions that people take involving your ads. Google: Engagement rate is based on engagement conversions, which they can setup under their Google Ads account, you basically create a conversion action of type engagement and that gives you a `gtag` that then you can put on any place in your website Facebook: The events needs need to be set up in the Facebook pixel.
Landing Pages	The total number of landing page views reported by each marketing platform.
Purchases	The total number of conversions reported by each marketing platform.
Signal Loss	The percentage difference between Link Clicks and Landing Page Views from the ad platforms which indicates a Signal Loss behavior tracking