Ad Spend: The total cost of your digital marketing efforts, pulled directly from Google Ads, Facebook Ads, TikTok Ads, and any custom imports you've created.

Impressions: The amount of times your ads were shown to someone, pulled directly from Meta, Google, and TikTok.

Cost per Mille: The average cost associated with every 1000 impressions. Sometimes abbreviated as CPM.

​Formula: ad spend/(1000 x impressions)

Clicks: The number of times your ads were clicked on, pulled directly from Meta, Google, and TikTok.

Click-through-Rate: The proportion of ads that are clicked on after being shown to someone. Sometimes abbreviated as CTR.

​Formula: clicks/impressions

Cost per Click: The average cost associated with a click on your ads. Sometimes abbreviated as CPC.

​Formula: ad spend/clicks

Customers Acquired: The number of new customers you acquired, i.e. the number of customers who placed an order with you for the first time.

Last Click Conversions: The number of transactions or orders placed within the selected timeframe. A last click attribution model is used for associating these orders with specific campaigns and channels.

Last Click Revenue: The gross revenue associated with the orders placed in the selected date range. A last click attribution model is used for associating this revenue with specific campaigns and channels.

Last Click Conversion Rate: The proportion of sessions that resulted in an order. A last click attribution model is used for associating these orders with specific campaigns and channels.

​Formula: last click conversions/sessions

Last Click ROAS: Return on Ad Spend, or the average amount of revenue that gets generated per unit of marketing spend. Revenue is defined using last click attributed transactions. A last click attribution model is used for associating this revenue with specific campaigns and channels.

​Formula: last click revenue/ad spend

Platform Attributed Conversions: The number of orders attributed to your paid marketing activity, according to the marketing platforms' own attribution models. Pulled directly from Meta, Google, and TikTok.

Platform Attributed Revenue: The gross revenue associated with the orders attributed to your paid marketing activity, according to the marketing platforms' own attribution models. Pulled directly from Meta, Google, and TikTok.

Platform Conversion Rate: The proportion of sessions that resulted in an order, defining orders using the marketing platforms' own attribution models.

​Formula: platform attributed conversions/sessions

Platform ROAS: Return on Ad Spend, or the average amount of revenue that gets generated per unit of marketing spend. Revenue is defined according to the marketing platforms' own attribution models.

​Formula: platform attributed revenue/ad spend