Paid Media Overview Report
The Paid Media Overview Report provides comprehensive insights into your advertising performance across multiple platforms. This report allows you to analyze key advertising metrics, from cost and conversion data to detailed engagement metrics for both standard and video ads.
Overview
This report aggregates data from multiple advertising platforms including Facebook, Google Ads, Bing, Pinterest, Snapchat, TikTok, AppLovin, Criteo, and Rakuten. It allows you to view and compare metrics by campaign, ad set, ad, platform, or time period.
Column Definitions
Conversion & Revenue Metrics
| Column | Description |
|---|
| Cost | Total advertising spend during the period. |
| Conversions | Number of purchases or conversion events attributed to your ads. |
| Cost / Conv (CPP) | Average cost per conversion. Calculated as Cost ÷ Conversions. |
| Conv Value | Total revenue attributed to your ads. |
| ROAS | Return on Ad Spend. Calculated as Conversion Value ÷ Cost. Higher values indicate more efficient ad spend. |
| Customer Acquisition Cost (CAC) | Average cost to acquire a new customer. Calculated as Cost ÷ Conversions. |
| AOV | Average Order Value. Calculated as Conversion Value ÷ Conversions. |
| Spend / Revenue | Portion of revenue spent on advertising. Calculated as Cost ÷ Conversion Value. Lower values indicate better efficiency. |
| Contribution Margin | Revenue minus cost and estimated COGS. Calculated as Conversion Value - Cost - COGS. |
Click & Impression Metrics
| Column | Description |
|---|
| Impressions | Number of times your ads were displayed. |
| CPM | Cost Per Mille (cost per 1,000 impressions). Calculated as Cost ÷ (Impressions ÷ 1,000). |
| Clicks | Number of clicks on your ads. |
| CTR | Click-Through Rate. Percentage of impressions that resulted in clicks. Calculated as Clicks ÷ Impressions. |
| CPC | Cost Per Click. Average cost for each click. Calculated as Cost ÷ Clicks. |
| Conv Rate | Conversion Rate. Percentage of clicks that resulted in conversions. Calculated as Conversions ÷ Clicks. |
| Column | Description |
|---|
| Add to Carts | Number of add-to-cart events attributed to your ads. |
| ATC/Clicks | Ratio of add-to-cart events to clicks. Calculated as Add to Carts ÷ Clicks. Measures efficiency in getting users to add products to cart. |
| Checkouts Initiated (CI) | Number of checkout initiation events attributed to your ads. |
| CI/ATC | Ratio of checkout initiations to add-to-cart events. Calculated as Checkouts Initiated ÷ Add to Carts. Measures cart-to-checkout efficiency. |
| Purchases / CI | Ratio of purchases to checkout initiations. Calculated as Conversions ÷ Checkouts Initiated. Measures checkout completion rate. |
Video Metrics
| Column | Description |
|---|
| Thruplay Rate | Percentage of video impressions that resulted in a completed view or watched for at least 15 seconds. |
| 3SV / IMP% | Three-Second View Rate. Percentage of impressions where the video was watched for at least 3 seconds. |
| Vid Watchtime (s) | Average watch time in seconds across all video plays. |
| Video Viewed 25% | Percentage of video plays that reached at least 25% of the video duration. |
| Video Viewed 50% | Percentage of video plays that reached at least 50% of the video duration. |
| Video Viewed 75% | Percentage of video plays that reached at least 75% of the video duration. |
| Video Viewed 95% | Percentage of video plays that reached at least 95% of the video duration (effectively complete views). |
Report Views
The Paid Media Overview Report offers several different ways to group and analyze your data:
| View | Description |
|---|
| Campaign Name | Group data by campaign name, showing performance for each campaign. |
| Publisher | Group data by advertising platform (Facebook, Google, etc.), showing aggregated performance for each platform. |
| Campaign Type | Group data by campaign objective or type (e.g., acquisition, brand awareness, retargeting). |
| Ad Account | Group data by advertising account, useful for businesses with multiple accounts on the same platform. |
| Ad Set | Group data by ad set, showing performance at the audience targeting level. |
| Ad | Group data at the individual ad level, providing the most granular view of performance. |
| Time Period | Group data by time period (day, week, month), showing performance trends over time. |
Report Features
- Platform Integration: Combines data from all major advertising platforms in one report
- Goal Comparison: Compare actual performance to goals or previous periods
- Smart Sorting: When viewing by campaign, ad set, or ad, results are sorted by spend for easy identification of top performers
- Flexible Grouping: Multiple ways to view and analyze your data
- Video Analytics: Detailed metrics for video ad performance
- Purchase Funnel Analysis: Track user journey from impression to purchase
- Visualization: Includes charts for ROAS, cost, and conversion value trends when viewing by time period
Interpreting Results
- ROAS > 1: Indicates your ads are generating more revenue than cost
- Funnel Analysis: Look for drop-offs between ATC → CI → Purchase to identify conversion optimization opportunities
- Video Engagement: Video completion rates and retention over time indicate content quality and relevance
- Contribution Margin: Shows the actual profit from advertising after accounting for ad costs and estimated COGS
Technical Details
- Campaign data is pulled from each platform's API and normalized for consistent reporting
- Video metrics are primarily available for Facebook and TikTok campaigns
- Shopping funnel metrics are predominantly available for Facebook campaigns
- For platforms without direct tracking of certain events, estimates are made based on available data
- The report automatically excludes test campaigns and ads based on platform indicators and naming patterns