- Revenue means attributed revenue minus refunds, using the amount paid at order time. Refunded and cancelled orders drop out, partial refunds are netted, and test orders never count.
- Attributed orders are paid orders tied to a paid click within the 7-day lookback. How the match is made is on the dashboard page.
- Spend arrives in the ad account’s currency and is converted to the store currency with that day’s rate.
- A ratio shows - when its divisor is 0. Changes against the previous period read new when the previous value was 0.
- Hover any card title or column header in the app for the same definition.
Spend and return
ROAS counts only the revenue Atlas attributes to ads, so it responds to the channels, ad accounts and campaigns you select. Blended ROAS (MER) is the one metric that ignores the selection, which makes it the right number for “is advertising paying for itself overall”.
Traffic
Funnel
Funnel counts come from the visits Atlas attributed to the row: a session lands on the same campaign, ad set and ad that a purchase from it would.Platform-reported numbers
These three columns let you compare what the platform claims with what Atlas tracked. The platform uses its own attribution (its own windows, view-through and modelled conversions), so they are usually higher than the Atlas figures beside them.
For the same comparison per pixel, see the platform columns of Reporting.
Video and creative
Video metrics are null where the platform did not report them, for example image ads.
The four scores only appear in the Creative center, run from 0 to 100, read 60 when a creative has no peers, and cannot be used in custom metrics.