Campaign Performance

Campaign Performance lists every ad campaign from your connected ad platforms, with what it spent, what it reached and what the platform says it returned.

The Campaign Performance report, a table of every campaign with its platform, status, spend, clicks, click-through rate, conversions and reported ROAS.

How It’s Calculated

Each row is one campaign. The report lists every campaign By the Numbers has stored for your store, including ones that spent nothing in the date range and ones that were removed on the platform. Rows run from the highest Spend to the lowest.

Spend, impressions, clicks and conversions are each platform’s daily figures, added up over the date range. The columns are:

Campaign and Platform: the campaign’s name on the platform, and the platform it runs on.
Status: the campaign’s status on the platform, Active, Paused or Removed. It’s “Unknown” when the platform doesn’t send one.
Spend: what the campaign spent.
Impressions: how often the ads were shown.
Clicks: how often they were clicked.
CPC: Spend divided by Clicks.
CPM: Spend divided by Impressions, times 1,000.
CTR: Clicks divided by Impressions.
Conversions: the conversions the platform reports, in whole numbers.
Conv. Value: the value the platform reports for those conversions.
Reported ROAS: Conv. Value divided by Spend, such as 2.50x.
Ad ROI: the profit the platform’s numbers imply, as a percentage of Spend. See below.

Reported Figures

Conversions, Conv. Value, Reported ROAS and Ad ROI are the platform’s own numbers. Each platform decides for itself which orders to credit to its ads, so they aren’t a count of your orders.

They won’t match your orders in Shopify, and 2 platforms can credit the same order.

Microsoft Ads and Reddit Ads don’t send conversions to By the Numbers. Those 4 cells show no figure for their campaigns, rather than 0.

Ad ROI is Conv. Value times your gross margin, minus Spend, divided by Spend.

Your gross margin is your gross profit divided by your total sales over the date range. It comes from the Cost per item you set on your products in Shopify.

Ad ROI shows no figure when no product has a cost, when the campaign has no spend, and on the 2 platforms above.

Totals and Cards

The cards at the top show Spend, Impressions, Clicks, Conversions and Reported ROAS for all campaigns. With Show totals row on in Report settings, the table ends with a row of totals for the figure columns. Ad ROI has none.

Conversions and Reported ROAS cover only the campaigns on platforms that report conversions. Spend in Reported ROAS counts only those campaigns too.

What Counts

Each day is the day the ad platform reports for the spend, which isn’t tied to your store’s time zone.
Amounts are in the currency most of your ad spend is recorded in. It can differ from your store’s currency.
Each platform updates on its own schedule, and the last 7 days can still change: see How Often Is My Data Updated?.
Ad spend isn’t tied to customers or sales channels, so the report has no Segment or Sales Channel. It has no Compare control either.

Until you connect an ad platform, the page asks you to connect one instead of showing a table.

What Good Looks Like

A click-through rate and a cost per click depend on the platform and the kind of ad. Compare campaigns on the same platform, and each campaign with its own earlier ranges.

A Reported ROAS of 1.00x means the platform credits conversion value equal to what the campaign spent. Whether that’s profitable depends on your margin.

Ad ROI applies it, when your product costs are set. Above 0%, the platform’s reported value covers the spend and the cost of the goods.

Measure the platform’s claim against your sales. First-Party ROAS & POAS measures every platform the same way, using das Pixel.

What to Do About It

Spend with no conversions: check the campaign’s status and its targeting on the platform. Pause what isn’t earning.
A low CTR: the ad isn’t getting clicks. Try new creative or a narrower audience.
A high CTR and a low Reported ROAS: people click, but don’t buy. Look at the landing page and the offer.
A high Reported ROAS: look at its platform in First-Party ROAS & POAS before you raise the budget.
No Ad ROI: add Cost per item to your products in Shopify.

Get AI Insight at the top of the report asks Copilot for a short read of it. Pin to Dashboard adds the report to a dashboard.

Where to Find It

Campaign Performance: open Reports and look under Marketing.
Advertising: spend and efficiency across your platforms, with a campaign table.
How to Connect Google Ads, How to Connect Meta Ads and How to Connect TikTok Ads: connect a platform.