Performance Marketing Analysis

Growth Marketers Tool kit -- A suite of 20 paid spend, revenue, and other marketing metrics in one table view.

We’ve added 20 additional metrics directly from the Ad platforms (Google & Facebook) to allow you to build more reports & segment the data.

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

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

Revenue 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