# Marketing Performance Analysis

Metrics that come directly the Facebook Ads and Google Ads platforms.

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. |

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 |

Checkout to Purchase | Checkout to Purchase Conversion Rate |

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. 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 Facebook: |

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 |

Updated about 2 months ago