Ads Performance
Rank and analyze all your campaigns, ad sets, and individual ads by the metrics that matter.
The Ads page shows every campaign, ad set, and ad from your connected ad platforms, ranked by performance. This is where you find out which ads are making money and which are wasting budget.
Ad hierarchy
Ad platforms organize ads in a three-level hierarchy. Use the level toggle at the top of the page to switch between them:
- Campaign — the top level. Groups ad sets under a shared objective and budget.
- Ad Set — the middle level. Controls targeting, placement, and schedule.
- Ad — the individual creative. The image, video, or text that people actually see.
Each level shows aggregated metrics. A campaign's spend is the sum of all its ad sets; an ad set's clicks are the sum of all its ads.
Key metrics explained
| Metric | What it means | Formula |
|---|---|---|
| Spend | Total money spent on this campaign, ad set, or ad. | Sum of daily spend |
| Impressions | How many times your ad was shown to people. | Sum of daily impressions |
| Clicks | How many people clicked your ad to visit your site. | Sum of daily clicks |
| CTR | Click-Through Rate — what percentage of people who saw your ad clicked it. Higher is better. | Clicks / Impressions x 100 |
| CPM | Cost Per Mille — how much it costs to show your ad 1,000 times. | Spend / Impressions x 1,000 |
| CPC | Cost Per Click — how much each click costs you. | Spend / Clicks |
| Reach | Number of unique people who saw your ad (one person counted once). | Sum of daily reach |
| Frequency | Average number of times each person saw your ad. | Impressions / Reach |
| ROAS | Return on Ad Spend — how much revenue each dollar of ad spend generates. | Revenue / Spend |
| CAC | Customer Acquisition Cost — how much it costs to acquire one conversion. | Spend / Conversions |
Real-time computation
All derived metrics (CTR, CPM, CPC, ROAS, CAC) are computed in real-time from raw data. They are never stored as stale values, so they always reflect the latest numbers including any currency normalization.
Video metrics
For video ads, additional engagement metrics are available:
| Metric | What it means |
|---|---|
| Hook Rate | Percentage of impressions that started watching the video. A high hook rate means the first frame grabs attention. |
| Retention Rate | Percentage of viewers who watched at least 75% of the video. Shows how engaging the content is. |
| Completion Rate | Percentage of viewers who watched the entire video. |
| Thumb Stop Ratio | Percentage of unique people reached who stopped scrolling to watch. |
| Avg Watch Time | Average time viewers spent watching the video. |
Daily trend chart
Click on any campaign, ad set, or ad to see its performance over time. The daily trend chart shows spend, impressions, and clicks plotted day by day, making it easy to spot patterns, identify when performance changed, or see the impact of creative refreshes.
Attribution model switching
The same ad can show very different ROAS numbers under different attribution models. Use the model selector to compare:
- Last Touch gives all credit to the last ad the customer interacted with before converting
- First Touch gives all credit to the first ad that introduced the customer
- Linear splits credit equally across all touchpoints
- Position Based gives 40% to first touch, 40% to last touch, and splits the remaining 20% among middle touches
Switching models helps you understand whether an ad is better at introducing new customers (strong first-touch ROAS) or closing sales (strong last-touch ROAS).
ROAS only counts real payments
ROAS calculations only include revenue from confirmed payments (Stripe/MercadoPago). Pipeline values from CRM deals are never included, because they represent projections rather than cash in hand.
Entity detail page
Click on any campaign, ad set, or ad name to open its detail page. The detail page shows:
- All metrics in card format with the exact numbers
- The daily trend chart for that specific entity
- For individual ads: the creative thumbnail, body text, and title
- For video ads: the full video player plus video engagement metrics
- Attribution data showing which conversions this entity contributed to