Advertising

The Advertising section brings the numbers from your Google Ads, Meta Ads, TikTok Ads and ChatGPT Ads campaigns into Fullmetrix. You see how much you spend, how many people see and click your ads, and how many sales each ad network claims. An ad network is the platform that shows your ads and bills you for them, such as Google or Meta.

You no longer need to open four different interfaces to follow your campaigns. All four networks use the same metric names, the same colors and the same table layout.

Where to find the advertising reportsCopy Anchor Link

In the sidebar, open the Data group. Each connected network has its own entry, Google Ads, Meta Ads, TikTok Ads or ChatGPT Ads. Click an entry to expand it and show its sub-pages.

An entry only appears once the matching network is connected. If a network is missing, open Settings, then Integrations, and connect it in the Advertising category. Each connection is explained step by step on its own page.

You can link several ad accounts from the same network. An All sources selector then appears at the top right of each report so you can choose which accounts to show.

Where the numbers come fromCopy Anchor Link

Fullmetrix reads the numbers directly from each network when you open the report. We do not recompute sales from your orders. Purchases and their value are therefore the ones the network reports in its own interface, using its own attribution rules.

To load faster, network responses are kept in memory for up to an hour. A change you just made in Google Ads or Meta can take a while to show up.

Amounts are shown in the ad account currency, without conversion, using your organization's number format. If your ad account bills in dollars and your store sells in euros, the two amounts cannot be compared as they are.

The metrics in plain wordsCopy Anchor Link

Every advertising report uses the same vocabulary. Here is what each word means, with a worked example. Take a campaign that cost 500, was shown 100,000 times, received 2,000 clicks and generated 40 purchases worth 2,000 in reported sales.

A ROAS of 4 means each unit of currency spent brought back 4 in sales according to the network. A ROAS of 1 means the ads brought back exactly what they cost, before you even pay for products, shipping and taxes. ROAS does not measure profit. To see what you actually keep, use the Margin page, which subtracts product costs and the ad spend of all four networks.

Google Ads adds four new customer metrics, New customers, New customer value, New customer ROAS and CAC. CAC is customer acquisition cost, the cost divided by the number of new customers. They are covered on the Google Ads page.

Reading colors and trendsCopy Anchor Link

Under each metric card, a percentage compares the selected period with the comparison period, for example "+12% vs previous period". Green means good news and red means bad news. For costs (Cost, CPC, CPM, Cost per conversion, CAC), a decrease shows in green. If the comparison period has no data, the card shows No previous data.

In tables, the ROAS column is colored. It turns green from 3, orange between 1 and 3, and red below 1. These thresholds are visual cues only. A good ROAS depends on your margin, a ROAS of 2 can be profitable on a high-margin product and ruinous on a low-margin one.

Date range, comparison, TV mode and trends work as in every other report. They are described in Date range and comparison and Charts and TV mode.

Understanding attributionCopy Anchor Link

Attribution is the rule that decides which ad gets credit for a sale. When a customer buys, the network checks whether they saw or clicked one of your ads within a set delay, called the attribution window. If so, it counts the purchase as a conversion of that ad.

Each network has its own rules. Some count a purchase after a simple ad view, with no click. This is called a view-through conversion. Others only keep purchases that follow a click. The window can range from one day to several weeks depending on your ad account settings.

The date matters too. A customer can click an ad on the 28th and buy on the 3rd of the next month. For Google Ads, Fullmetrix lets you choose whether that purchase appears on the click day or the purchase day, with the attribution selector described in Google Ads. For Meta Ads, TikTok Ads and ChatGPT Ads, Fullmetrix uses the date the network gives each conversion.

Why the network does not report the same sales as your storeCopy Anchor Link

This is the most common question. Sales reported by an ad network almost never match the orders recorded by your store, and that is normal. Several mechanisms are at work at the same time.

Each network claims credit independently. A customer watches a TikTok video, later clicks a Google ad and buys. TikTok and Google can both count that sale. Adding up the purchases of all your networks then gives more sales than your store actually has.

View-through conversions inflate the total. A network that counts purchases made after a simple impression claims customers who might have come anyway.

On the other hand, some purchases escape the networks. The network's tracking tag, also called a pixel, does not fire when the customer refuses cookies, uses an ad blocker or switches device between the click and the purchase. The network then underestimates your sales. Some networks fill these gaps with estimates, which adds another difference.

The definition of a sale differs. The value sent to the network may or may not include tax and shipping. A cancelled or refunded order often stays counted by the network, while your Revenue reports exclude it depending on your settings. On Google Ads, the purchases column includes every primary conversion action in your account. If you also set newsletter signups as a primary conversion, they add up with purchases.

Days are split differently. A network counts days in the ad account time zone, your store in your organization's time zone. A sale late in the evening can land on two different days.

Finally, networks keep correcting their numbers for several days. A sale can be attributed to an ad days after the click. The last days of a period are often incomplete and go up later.

To narrow the gap, you can send your orders straight to Meta Ads, Google Ads and TikTok Ads from our servers. These sends depend neither on cookies nor on ad blockers. The network then sees more sales and optimizes your bids better. This feature is described in Conversion import.

What each network supportsCopy Anchor Link

The four networks do not send the same information, so the reports do not all offer the same tools.

Example questions these reports answerCopy Anchor Link

Which campaign has the best ROAS this month, and which one spends without returning? Open Campaigns for the network and sort by ROAS.

Are my costs per click going up? Look at the CPC card and its chart in the Overview.

Which Meta or TikTok visual converts best? Open Creatives and sort by ROAS or Purchases.

Which Google Shopping products cost the most for few sales? Open Products in Google Ads and sort by Cost.

At what time do my Google ads generate the most purchases? Look at the Conversions by hour chart on the Google Ads overview.

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Frequently asked questionsCopy Anchor Link