For advertisers

Read your campaign numbers

What every tile and column means, and the three worth acting on.

There are a dozen numbers on your dashboard and fifteen columns on your campaign list. Most of them you will never act on. This page says what each one is, and then which three actually decide anything.

Pick a period first

The period buttons across the top: today, yesterday, last 7 days, last 30 days, custom and lifetime — Every number on the page answers to this row.

Nothing below means anything until you know which days it covers. The row sits at the top of the dashboard, campaigns and reports, and it remembers your choice as you move between them. Custom opens a calendar for any two dates.

Today is a bad period to judge anything by. The day is not finished, so every rate on the page is being worked out from a handful of readings. Last 7 days is the shortest period worth an opinion.

The tiles

The twelve summary tiles across the top of the advertiser dashboard — Twelve tiles. Four of them matter to most people.

A single tile showing impressions, the number, and the change against the previous period — Each tile carries the change against the period before it.

The small figure underneath compares against the previous stretch of the same length, so on Last 7 Days it is this week against last week. Green up is not always good, and red down is not always bad: a rising CPC means you are paying more per visitor.

Tile	What it is
Impressions	How many times your ad was drawn on a page.
Clicks	How many times somebody clicked it.
CTR	Clicks divided by impressions. How interesting the ad is.
CPC	What each click cost you on average.
CPM	What a thousand impressions cost you on average.
Cost	Money spent in this period.
Conversions	Sales, if you set up the conversion pixel.
Conversion rate	Share of clicks that turned into a sale.
CPA	What each sale cost you in ad spend.
Revenue	Conversions multiplied by the conversion value you set.
Profit	Revenue minus cost.
ROAS	Return on ad spend. Revenue as a percentage of cost.

The last six are only real if you set up conversion tracking. Without it, revenue is zero, profit is a negative number the size of your spend, and ROAS is meaningless. That is not a fault, it is the system telling you it has no idea what a sale is worth to you.

The chart

The seven day statistics chart with impressions, clicks, average CTR and cost plotted together — The same period, drawn day by day.

Click any chip in the legend to make that line the bold one. The cog at the top right of the card changes which measures are plotted at all.

What you are looking for here is shape, not values. A line that falls off a cliff usually means a budget ran out or a campaign was paused. A line that climbs steadily usually means a bid increase working through.

The breakdowns

The by device mini chart, with a picker above it and a cog at the top right — Three of these, each with its own picker and its own cog.

The three smaller cards below the chart split the same period by device, by network and by country. The picker above each one changes the measure. The cog changes the chart type and what it is grouped by, and it holds more options than the picker does.

The cog menu of a mini chart: chart type on the left, group by in two columns on the right — Four chart types, fourteen ways to group.

The campaign list

The column headers of the campaign table — The same measures again, one row per campaign.

A single campaign row showing the switch, the name, budget, bid and every metric column — One row. The switch on the left turns the campaign on and off.

Two columns here are not on the dashboard. Daily budget and Bid can be edited in place: click the value, type a new one, press enter. That is the fastest way to raise a bid on a campaign that is not moving, without opening the whole wizard.

Reports, where the real answers are

The group by picker on the reports page — Sixteen ways to cut the same period.

The dashboard tells you how things are going. Reports tell you why. The Group by picker is the whole point of the page: the same numbers, split by dates, countries, regions, cities, operating systems, browsers, devices, device brands and models, domains, zones, campaigns, banners, ad variations, network or hour of day.

The reports table grouped by country, one row per country with every metric — Grouped by country. Same measures, one row each.

The download CSV button above the reports table — Whatever is on screen, as a spreadsheet.

The three numbers that decide things

Everything above is context. These three are the ones you act on.

CTR, when you are judging the ad

CTR is about the artwork and the offer, nothing else. A poor CTR is not fixed by raising a bid or changing targeting. It is fixed by a different banner. Run two and compare.

CPA, when you are judging the campaign

If a sale is worth $40 to you and your CPA is $12, the campaign works and you should spend more. If the CPA is $60, it does not, however good the CTR looks. This is the number that decides whether to keep going.

Impressions, when nothing is happening at all

Near zero impressions is never a creative problem. It is a bid, a budget, a schedule or a targeting filter. See Why is my ad not running.

A weekly routine that works

Set the period to Last 7 days.
Open Reports and group by Zone. Turn off anything spending real money with no conversions.
Group by Country. Same question.
Group by Hour of Day if you have enough data. If your clicks all land in a six hour window, set active hours to that window and stop paying for the rest.
Look at CPA against what a sale is worth. Raise budgets where it is comfortably under, pause where it is over.

Twenty minutes a week, and it will do more for a campaign than any amount of staring at the dashboard.

Run all of this on your own site.

Every screenshot above is the real product. Your advertisers see the same screens under your brand, and on your own domain from the Pro plan.

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