> ## Documentation Index > Fetch the complete documentation index at: https://www.referly.so/docs/llms.txt > Use this file to discover all available pages before exploring further. # Metrics > Reference for every Referly Atlas Ad center metric: the formula behind ROAS, Blended ROAS (MER), AER, CPA, AOV, CTR, CPC, CPM, frequency, conversion rate, funnel counts, platform-reported numbers, video metrics, creative scores and audience shares, and whether each comes from Atlas or the ad platform. Every number in the Ad center comes from one of two places. **Atlas** metrics are built from the orders and visits your store tracked, matched to the last paid click in the 7 days before the order. **Platform** metrics are reported by Meta, Google Ads or TikTok about their own delivery and are synced as is. Most ratios mix the two: spend from the platform, revenue from your store. A few rules apply everywhere: * **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](/docs/help-center/atlas/ad-center/dashboard.md#how-revenue-is-matched-to-ads) 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 | Metric | Formula | Source | | - | - | - | | **Spend** | Ad spend reported by the platform, converted to the store currency with that day's rate. | Platform | | **Revenue** | Attributed revenue minus refunds, amount paid at order time. | Atlas | | **ROAS** | Revenue ÷ Spend. | Atlas and platform | | **Blended ROAS (MER)** | All store revenue minus refunds (ads, organic, email, affiliates, direct) ÷ all ad spend of the store. Always the whole store: channel, ad account and campaign filters do not change it. | Atlas and platform | | **Ad Efficiency Ratio (AER)** | Spend ÷ Revenue, the inverse of ROAS, shown as a ratio. | Atlas and platform | | **AOV** | Revenue ÷ attributed orders. | Atlas | | **CPA** | Spend ÷ attributed orders. | Atlas and platform | | **Purchases** | Attributed orders (paid orders; refunds are tracked separately). | Atlas | | **Refunds** | Refunded amount on attributed orders, on the order's date. | Atlas | | **New customers** | Attributed orders from first-time customers. | Atlas | | **New customer revenue** | Revenue from first-time customers. | Atlas | | **NC CPA** | Spend ÷ new-customer orders. | Atlas and platform | | **NC ROAS** | New-customer revenue ÷ Spend. | Atlas and platform | **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 | Metric | Formula | Source | | - | - | - | | **Clicks** | Clicks reported by the platform. | Platform | | **Impressions** | Impressions reported by the platform. | Platform | | **Reach** | People reached, as reported by the platform. Google Ads does not report reach. | Platform | | **CTR** | Clicks ÷ Impressions × 100. | Platform | | **CPC** | Spend ÷ Clicks. | Platform | | **CPM** | Spend ÷ Impressions × 1,000. | Platform | | **Frequency** | Impressions ÷ Reach. Google Ads does not report reach, so its rows show **-**. | Platform | | **Cost per 1K reached** | Spend ÷ Reach × 1,000. Not available for Google Ads. | Platform | ## 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. | Metric | Formula | Source | | - | - | - | | **Sessions** | Sessions attributed to this row. | Atlas | | **Page Views** | Page views from attributed sessions. | Atlas | | **View content** | Product views from attributed sessions. | Atlas | | **Add to Cart (ATC)** | Add-to-cart events from attributed sessions. | Atlas | | **Cost per Add to Cart** | Spend ÷ add-to-cart events. | Atlas and platform | | **ATC rate** | Add-to-cart events ÷ Sessions × 100. | Atlas | | **Initiate Checkout (IC)** | Checkout-started events from attributed sessions. | Atlas | | **IC rate** | Checkout-started events ÷ Sessions × 100. | Atlas | | **Conversion Rate (CVR)** | Attributed orders ÷ platform clicks × 100. | Atlas and platform | ## 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. | Metric | Formula | Source | | - | - | - | | **Conversions** | Purchases the platform reports with its own attribution. | Platform | | **Platform revenue** | Purchase value the platform claims. | Platform | | **Platform ROAS** | Platform-reported revenue ÷ Spend. | Platform | For the same comparison per pixel, see the platform columns of [Reporting](/docs/help-center/atlas/reports/reporting.md). ## Video and creative Video metrics are null where the platform did not report them, for example image ads. | Metric | Formula | Source | | - | - | - | | **Thumbstop rate** | 3-second views (Meta), 2-second views (TikTok) or 25% views (Google Ads) ÷ Impressions × 100. | Platform | | **Hold rate** | ThruPlay views (Meta), TrueView views (Google Ads) or 6-second views (TikTok) ÷ Impressions × 100. | Platform | | **25% video views (P25)** | Video plays that reached 25% of the video. | Platform | | **50% video views (P50)** | Video plays that reached 50% of the video. | Platform | | **75% video views (P75)** | Video plays that reached 75% of the video. | Platform | | **100% video views (P100)** | Video plays that reached the end of the video. | Platform | | **Average watch time** | Seconds watched per video play. Not reported by Google Ads. | Platform | | **Outbound CTR** | Outbound clicks ÷ Impressions × 100. Outbound clicks are reported by Meta only. | Platform | | **Hook score** | Percentile rank of the thumbstop rate against the other creatives of the same platform, ad account and campaign. | Atlas, from platform data | | **Watch score** | Percentile rank built from hold views, full views and average watch time against the same peers. | Atlas, from platform data | | **Click score** | Percentile rank of outbound CTR (Meta) or CTR (Google Ads, TikTok), plus clicks per 6-second view on TikTok, against the same peers. | Atlas, from platform data | | **Overall score** | Weighted percentile rank: results 50% (ROAS, CPA, conversion rate, AOV, cost per add to cart), traffic 25% (CTR, CPM, CPC, frequency), engagement 25% (Hook, Watch, Click). | Atlas and platform | The four scores only appear in the [Creative center](/docs/help-center/atlas/ad-center/creative-center.md#scores), run from 0 to 100, read 60 when a creative has no peers, and cannot be used in custom metrics. ## Audience The audience shares come from Meta's Advantage+ shopping audience breakdown and are shares of impressions. They are empty for Google Ads, TikTok and Meta campaigns that are not Advantage+ shopping. | Metric | Formula | Source | | - | - | - | | **New audience** | Impressions served to people who have not bought from you before ÷ all impressions × 100. | Platform | | **Engaged audience** | Impressions served to people who engaged with your business but have not bought yet ÷ all impressions × 100. | Platform | | **Existing customers** | Impressions served to existing customers ÷ all impressions × 100. | Platform | This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.