TrueROAS Docs

Create your account with email and password, Google or Facebook, then log in on any TrueROAS page and stay logged in on that browser.

Click Forgot password? on the login form, enter your email address and follow the link TrueROAS emails you to set a new password.

After you sign up, a short welcome and the Setup TrueROAS panel walk you through adding your store, connecting your ads and Conversion API.

Click Add New Store in the store list, type your store address, choose its time zone and currency, then connect at least one ad account.

Pick a store in the store list at the top of the left menu, and every page switches to that store for your login only.

The store owner or an admin can delete a store with the trash icon in the store list, which stops it and hides it for everyone on the team.

TrueROAS counts the orders it can follow back to an ad click, so its numbers differ from what Meta reports and from Shopify's store total.

Book a free 15-minute call with Rasmus, the founder, from the bottom of the left menu to check your setup or review your numbers.

Use Help Center at the bottom of most pages, the Help tab in General Settings or a call with Rasmus to get answers and support.

The side menu keeps your main pages on top and folds the rest into two groups, and an arrow on its edge shrinks it to a strip of icons.

The bell next to your store list shows new reports and Alert Agent alerts for the store you have open, with a count of the ones you have not read.

On the Basic plan, LTV, Product Attribution, Customer Journeys, Cost Manager and API Access stay locked until the store moves to Pro or Premium.

The medal under your store in the profile panel only counts the days since the store was added, and it reaches Gold on day 60.

Trew Media Buyer changes your Meta and Google ads when you ask in plain words, and nothing changes until you approve the plan.

A plan with more than 10 changes runs in parts of up to 10, and you decide after each part whether Trew continues.

Your plan includes Trew usage every month, and usage above that is added to your next bill without Trew ever stopping.

Set up a scheduled job with Trew and get the same report by email and in Trew every day, week or month.

When an answer needs more than a few numbers, Trew writes a report you can open in full and share with a link that needs no login.

Open TrueROAS with the demo link while logged out to click through the Dashboard and Ads Manager with sample numbers before you sign up.

A tour of the Dashboard page, from the dashboard tabs and the date range to the comparison, the AI Summary and the cards you can rearrange.

Pick Previous period or Last month, same dates under Compare to, then read the previous value and the green or red percentage on the sales and order cards.

The store-wide cards explained, from Blended ROAS and Total Sales to the Channels chart, Cost Breakdown and Top Creatives.

One row per sales channel with spend, sales, profit, conversions, ROAS, POAS and CPA, and the ad platform's own figure under each TrueROAS number.

The Meta, Google, TikTok and source cards explained, including the cards marked by Meta or by GoogleAds that use the platform's own numbers.

The Recent Orders card lists your last eight orders with their first and last touch, and opens the customer's visits when you click an order.

Connect Google Analytics from a Google Analytics card to fill the traffic tables, the users chart and the visitors per ad platform.

The AI Summary writes a short read of your period compared with the previous one, with the most important insights and one possible action.

Click Edit Dashboard to add cards from Available Metrics, drag them between rows, change their size or remove them, and every change saves as you go.

In the editor you can add a dashboard, change its name and icon, make it private or primary, delete it, or bring back the standard dashboards with Reset.

In the editor, describe the dashboard you want in the Create with AI or Edit with AI box and TrueROAS builds or changes it for you and saves it.

Share dashboard makes a link that opens a read-only copy of the current dashboard tab, for fixed dates or a rolling period, without logging in.

Export for AI saves a text file with your channel numbers for the current and the comparison period, written so you can paste it into ChatGPT or Claude.

The bar under the page title shows whether Meta CAPI is sending your orders to Meta from the server, and opens Events Manager to set it up or manage it.

When Meta or Google stops accepting a saved connection, TrueROAS asks the store owner to reconnect and lets team members use their own connection.

On a phone the tabs sit above a full-width date button, the controls and cards stack, and wide tables like the channel table scroll sideways.

On a new store, the setup card shows whether visits and orders are coming in, how far your setup is and the one step to do next.

New Shopify and WooCommerce stores can bring in about 60 days of past orders, so the Dashboard has numbers from the first day.

What the report banner, the Your first numbers are in card and the other boxes above your Dashboard cards mean, and which ones you can close.

New orders show within minutes and ad spend comes from the ad platforms, but a paused store, an ended subscription or lost Shopify access stops updates.

The Meta, Google and Tiktok dashboards show a connect box until that ad platform is connected and an ad account is picked for the store.

Tick up to 3 Meta ad accounts in Choose Meta ad accounts, and the Dashboard adds them up while the Ads Manager lists their campaigns together.

The cards each standard dashboard starts with, in order, and the cards you can only add yourself from Available Metrics.

Available Metrics lists cards under names that often differ from the titles on the cards, so this list gives each card its name and tab.

Blended ROAS, Blended MER, Blended Profit, Cost Breakdown and the channel table each add up a different set of ad spend and costs.

The Dashboard counts every order from a channel, including visits without ad tracking, while Ads Manager campaign rows only get orders tied to a campaign.

A tour of the Ads Manager page, from the date range and the settings toolbar to the campaign table, Organic & Unassigned and the export button.

Use the search box, the platform buttons and the column headers to find the campaigns you want in the Ads Manager table.

Open Customize Columns from the column icon in the table to add, remove and drag the columns of the Ads Manager table.

Pick a preset or your own dates from the button in the top right corner, where closing the picker applies them and only Cancel keeps the old dates.

Keep or hide campaigns by keywords in their names, saved to your login and applied whenever you open the Ads Manager. Team members start from the owner's list.

The store owner or an admin can switch the attribution model with the toolbar buttons and set the window in the gear panel for the whole store.

The Meta filter is one text that hides Meta campaigns and their spend for the whole store, while Campaign Auto-Filters only change your own table.

Show IDs adds the ad platform ID next to each name, and Hide Draft & In-Store (POS) Orders leaves out draft and in-person Shopify orders.

Every column of the Ads Manager table explained, with who reports the number and how it is worked out.

ROAS turns green, orange or red against your break-even ROAS, and the small figure under a value is what the ad platform itself reports.

The Summary row totals the campaigns you see plus Organic & Unassigned, which is why its ROAS and CPA differ from adding up the campaign rows.

Organic & Unassigned lists the sales that did not come from a campaign in your table, such as email, direct visits, search engines and coupons.

Click a number such as Sales or Conversion in the Ads Manager to list the orders behind it and every ad the customer clicked before buying.

Incremental Attribution moves part of the sales from sources like direct visits and email to the ads that most likely caused them, without changing your total.

Turn on the Incremental Attribution switch above the campaign table, then tune Channel Caps and Donor Sources yourself or with the AI assistant.

View-Through adds the sales Meta reports from people who saw an ad without clicking it on top of your click-based Sales and Conversions.

For Meta you can switch a campaign, ad set or ad on and off and edit a daily budget right in the table, while other ad platforms are read only.

Click the AI button on a campaign row to get a written analysis of that campaign, a ROAS forecast for Meta, and a chat to ask follow-up questions.

Click Export Campaign Data under the campaign table and pick Campaigns, Ad sets or Ads to download that level for your date range as a CSV file.

A campaign is hidden when it had no activity in your date range, when a filter leaves it out, or when its ad platform is not connected.

On a phone the Ads Manager shows campaigns as cards with a summary on top. Some settings, columns, sorting and the order list need a desktop.

What each ad platform shows in the Ads Manager table, which columns stay at 0 for it, what its small reported figure counts and which currency it uses.

A sale goes on an ad only when the link the customer clicked named that ad. When it named only the campaign, the sale counts for the campaign alone.

E-Commerce, Last Touch, First Touch and Custom decide which visit gets credit for a sale, and this explains how each one chooses.

The Reports page keeps seven kinds of report side by side, from a weekly summary to a report on what your spend changes did to sales.

Click New Report on the Reports page, pick a time range and platforms, then choose which report to generate.

The Weekly summary shows last week's sales, spend, ROAS, orders and profit across every channel, compared with the week before.

The Shopify report covers store sales, orders, customers, best-selling products and how your ad spend relates to store revenue.

The Meta Ads report covers spend, ROAS, your best campaigns, ad sets and ads, creative and funnel health and who you reached.

How spend, ROAS, CPA, hook rate, funnel rates and the best and worst ads in the Meta Ads report are worked out, with the targets and colours used.

The Google Ads report covers spend, ROAS, your top campaigns and search keywords, search demand, devices and countries.

How spend, revenue, ROAS, cost per conversion, keywords and impression share in the Google Ads report are worked out, with the targets and colours used.

The Combined report puts your store and your ad platforms in one place, with a side-by-side comparison and highlights from each.

Alert Agent checks your store once a day and tells you when your ROAS moved more than usual, by email and as a card on the Reports page.

An opened Alert Agent report shows yesterday's spend, sales and ROAS against earlier days, the split per ad platform, the top campaigns and AI insights.

Pick Relaxed, Balanced or Sensitive, or set your own rules under Advanced, to decide how big a ROAS move must be before Alert Agent emails you.

Add notes on the Your Agents page and rate each alert email with Yes or No so Alert Agent learns which alerts are worth sending.

The Spend changes report finds each time your ad spend went up or down in the past 30 days and shows what your store sales did after.

Open a report and click Share Report to get a link anyone can open, or use the bin on the Reports page to delete it.

What Alert Agent checks each afternoon, why it can stay quiet even when your ROAS moved, and what to check when an alert never arrived.

A tour of the My Clients page for agencies, from your invite link and 30-day portfolio totals to the client cards and their billing links.

Support sets your login up as an agency, which adds My Clients to your menu and gives you a discount link to share with new clients.

Copy your invite link from My Clients and send it to a new client, so they sign up, connect their store and get your discount.

Copy the billing link on a store's card in My Clients so your client pays for that store with your discount while you keep managing it.

Open the invite or billing link your agency sent, log in or sign up, and pay for your store with your agency discount at checkout.

How the 30-day ROAS, sales, ad spend and orders on My Clients are worked out, and why they can differ from a client's Dashboard.

Client paying, Shopify-billed and Paused on a client card tell you who pays for a store and whether it still collects data.

Client cards do not open a store, so pick it in the store list at the top of the menu, where your access depends on your role.

A client's store shows on My Clients once they finish checkout through your link in the same browser, so check these steps first.

A tour of Creative Lab, where you compare your Meta ads by creative, find your best images, videos and texts, and get AI tips on them.

Pick 7 days, 30 days or 90 days above the tabs, and Creative Lab loads your ads again for a period that always ends today.

How Creative Lab combines ads that share a creative and works out each column, from Spend and ROAS to Hook Rate and Frequency.

Click a column header to sort the Ad Performance table, and use Show/Hide Columns to add or remove columns for this visit.

Tick creatives to see their total spend, sales and ROAS, then download them, or the whole table, as a CSV file.

One click has the AI look at all your creatives and return a score, a winning formula, an action plan and which creatives to scale or pause.

Click AI Review on a creative to get scores, its main problem, action items and test ideas, plus a deeper look at a video's opening seconds.

The Creative Breakdown tab ranks each image, video, text, button and audience across all the ads that use it.

Click Analyze Hook on a video to have the AI watch its first seconds and score how well it stops people from scrolling.

Paste a video link from the Meta Ads Library on the Video Analysis tab to get a hook score and tips you can learn from.

Creative Lab adds up ads by creative and leaves out Incremental Attribution, View-Through and currency conversion, so its numbers can differ.

Creative Lab only loads Meta ads with impressions in your dates, and shows TrueROAS sales only for orders it could tie to the ad.

A tour of the LTV page, from the Shopify Store Metrics and the cards to the channel table and how to load your customer data.

Shopify stores see lifetime value and 30-day store numbers taken from Shopify's own analytics, with the change against the 30 days before.

What Returning %, Lifetime Value, Payback Period, AOV, Customers and Orders show for each channel in the LTV table, and how each is worked out.

Each customer counts under the channel that got credit for their first order in the past 12 months, together with all their later orders.

The LTV table uses the orders TrueROAS has from the past 12 months, with its own rules for statuses, refunds, tax, shipping and currency.

The LTV table only fills after you click Load Data, loading can take longer than the estimate, and it stays empty when there is nothing to count.

On a phone the LTV table turns into one card per channel, with partly different fields from the table you see on a computer.

A tour of Order Flow, the page that lists the orders of your date range with where each came from, and how to filter, search and export them.

Each row shows an order's number, date, amount, cost and products, the channel it is credited to, its first and last touch and its journey.

Click the magnifier next to Order, type the order number, and Order Flow shows that order if it was placed in your date range.

Pick Credited to, First touch or Last touch above the table, then a channel in the Channel field, to list only the orders that match.

Click Show Journey on an order to see every visit before the purchase, where each visit came from and which pages the customer opened.

Export saves the orders loaded on the page as a CSV file, and Export all downloads every order of your date range in files of 750 orders.

Credited to follows your attribution model while First Touch and Last Touch follow the visits, so the three columns can name different channels.

Orders outside your date range, not loaded yet, still being processed or hidden by your store settings do not show in the list.

A tour of Product Attribution, from the date range and product search to each product's sales and the window that shows where its sales came from.

How Sales, Top Source, Quantity Sold and Avg. Price are worked out for each product, and what the amounts include and leave out.

Open a product's sources to see its sales split by where each customer came from, with Meta ads shown by name and the biggest source first.

Type part of a product name in Search products, and use Rows per page and the arrows under the list to see the rest of your products.

When TrueROAS has no products to show for your dates or cannot load them, the list fills with made-up sample products instead of yours.

A product only shows when an order in your date range counts and its order line has a product ID, so check these causes first.

A tour of the Customer Journeys page, from the headline numbers and AI summary to the first and last click cards and the list of every journey.

Each journey lists the sources a customer came through before an order, built from the visits TrueROAS saved and tidied up by a few fixed rules.

Each step names where a visit came from, and some names cover more than ads, so Facebook and Instagram visits both show as Meta Ad.

Orders, Revenue, Avg order and Time to buy sum up the orders in your date range, and the Meta funnel shows Meta's own step by step rates.

The AI Journey Summary writes a short read of how your customers move between sources, with key insights and one possible action.

The two click cards rank the sources that start journeys and the ones customers came through right before buying, with orders, revenue and time.

See how many sources customers use before buying, which sources hand over to each other, and how often Google Ads and Meta Ads show up.

The list groups orders that followed the same path, with orders, share, revenue, average order and time, and a click opens the orders behind it.

Click a source in the click cards or a Google, Meta or TikTok step to list the ads behind those orders, for date ranges of up to 32 days.

No data available means there were no orders in your date range, they could not be loaded, or no date range was saved yet, and each has a fix.

A tour of the Integrations page, from sending sales back to ad platforms to the ad platform cards, AI tools, API access and the survey app.

Install the TrueROAS app on your Shopify store from the Shopify App card, then check that your visits and orders reach TrueROAS.

Turn on the TrueROAS Tracker in your Shopify theme and set TrueROAS to Always on in Customer events, two steps TrueROAS cannot do for you.

Install the TrueROAS WordPress plugin, then add WooCommerce API keys with read and write access so TrueROAS can import your past orders.

Follow the steps in the Custom Store window to set your currency and time zone, add the tracking script and send your orders to your webhook link.

Connect your Facebook login on the Meta Ads card, renew it with Refresh access token or disconnect it, and then pick your Meta ad account.

Link your Google login on the Google Ads card, pick the right account behind a manager account, and re-link or unlink it when it needs a reset.

Sign in to Pinterest from the Pinterest Ads card, pick the ad account for your store, and sign in again when the access expires.

Sign in to Snapchat from the Snapchat Ads card and pick the ad account for your store, so TrueROAS can load its campaigns and spend.

Choose whether you sign in to Microsoft Advertising with Microsoft or Google, then pick the account whose spend TrueROAS should load.

Connect Klaviyo from the Klaviyo Sendback card to see Klaviyo's order numbers on the Dashboard, send a test event or disconnect it again.

Add TrueROAS as a custom connector in Claude or ChatGPT, sign in with your TrueROAS login and ask about your store in plain words.

Yes, once you turn it on. Your AI tool can pause ads, change budgets and create ads, and each change waits for your yes unless auto-accept is on.

Generate an access token on the Connect AI Assistants page and add it with the TrueROAS address to Claude Code, Cursor or another MCP tool.

Open the Trew MCP integrations page to see every AI tool and token that can read your store data, and revoke one to cut off its access.

Generate an API key on the API Access page and send it with your store ID to pull spend, sales and ROAS per channel into your own tools.

Turn Alert Agent on or off, see when it runs and whether something blocks it, open its alert settings and add notes it should know.

Copy your Report Key from AppLovin, paste it into TrueROAS and add our tracking link to your AppLovin campaigns.

Add your AppLovin ID and Conversion API key in Events Manager so TrueROAS sends every purchase to AppLovin from our servers.

A card says Connected as soon as a login is saved, but numbers only load once an ad account is picked for your store and the login still works.

Google stopped accepting the connection TrueROAS uses to send your sales to Google Ads, and signing in again fixes it.

Yes, if you turn on auto-accept for a store. Each change is checked against your limits and by a second review, and anything that fails waits for you.

Events Manager is where you set up TrueROAS to send your sales and store visits to Meta, Google Ads, TikTok and AppLovin from its own servers.

On the Basic, Scale and agency plans, sending events from Events Manager is an add-on with free days to try it, while Pro and Premium include it.

Choose your Meta dataset, paste an access token from Meta Events Manager and switch on Meta CAPI so TrueROAS sends your orders to Meta.

On Shopify and WooCommerce, this switch adds TrueROAS browser tracking for Meta next to the server events and shows whether your store is sending.

How to read match quality, browser and server events, coverage, recovered purchases and errors that Meta reports for your dataset in Events Manager.

Pick your Google Ads account and a TrueROAS conversion action, then save so TrueROAS uploads your orders to Google Ads every hour.

See what Google counted, when TrueROAS last sent conversions, whether the Google login works and which errors Google returned in the last 7 days.

Optimize for profit instead of revenue sends each order's value minus its costs, so Meta or Google can learn to find profitable customers.

Connect TikTok, choose your TikTok ID and switch on TikTok CAPI so TrueROAS sends store activity and purchases from your Shopify store to TikTok.

Turn off the extra tracking that Shopify's Facebook and TikTok apps add, and act on the Events Manager warnings about extra or older setups.

Which events and order details TrueROAS sends to Meta, Google Ads and TikTok, how often it sends them and which orders are left out.

The section at the top of General Settings and Integrations has cards for Meta, Google Ads, TikTok and Klaviyo that open the Events Manager settings.

Check the switch, your plan, the saved login or token and the sending rules when Meta, Google Ads or TikTok seems to miss orders from TrueROAS.

Turn on Leave out VAT or Leave out shipping so Google Ads receives each order without its VAT or the shipping your customer paid.

A tour of the UTM Manager, where you copy the tracking code for each ad platform and check which of your ads and campaigns already send it.

Put trueroas={{ad.id}} in the URL parameters of each Meta ad, and use the list on the Meta tab to find and open the ads that miss it.

Click Add tracking to set the TrueROAS tracking template in your Google Ads account, or paste it yourself, then fix campaigns that override it.

Add the TikTok tracking code to the URL parameters of your ads in TikTok Ads Manager, and use the TikTok tab to find running ads that miss it.

Copy the code from the Snapchat or Pinterest tab and add it to your ad links yourself, because TrueROAS does not check these ads for you.

Add trueroas with a name you choose to any link, such as an influencer link, and the sales from it get their own row in the Ads Manager.

What each status in the UTM Manager lists means, from Tracking and Missing to Overridden, Link Broken and Stale Ad ID, and how to fix it.

Sales land under Organic & Unassigned when the link of the ad does not say which ad was clicked, and only clicks after you add the code are tracked.

The ad list stays empty when no ads are running, the wrong ad account is picked or the ad platform could not be read, and each case has its own message.

A tour of General Settings, from the Ad Platforms and Store Settings tabs to Data Settings, Help and the Sign Out button.

Turn on Hide free orders to leave out orders where the customer paid nothing, such as free downloads or free samples.

Turn on Subtract refunds from sales so refunded money comes off the order it belongs to, and your sales show what you kept.

A tour of Cost Manager and where to enter each cost, from product costs and fees to monthly costs and ad spend you enter by hand.

Set a default product cost, handling, shipping and payment fee, or enter costs per product, so your profit includes what each order costs you.

Pull each variant's Cost per item from Shopify in one click, or upload a CSV or Excel file and match its columns to TrueROAS cost fields.

Save the ROAS where your ads stop making money, then choose whether profit numbers use your detailed costs or that break-even ROAS.

Add Custom Costs in Cost Manager as a fixed monthly amount or a share of revenue, and see how TrueROAS spreads them over your dates.

Record spend for channels like Taboola in Cost Manager, day by day or as a monthly total, and see it next to the sales it drove on the Dashboard.

The product table only lists products sold in your 100 most recent orders, loaded when you open the page, so some products can be missing.

Your new costs may not have reached your orders yet, your profit may use your break-even ROAS, or the number you check may leave that cost out.

Sales include tax and the shipping your customer paid, unless you turn on Exclude tax or Exclude shipping in your Reporting Settings.

Set your store's currency and time zone under Regional Settings, and learn how orders and ad spend in other currencies or time zones are handled.

Turn on Round money to whole numbers so sales, spend, cost per order and other amounts show without decimals.

See which Data Settings change your numbers, like the attribution model and branded campaigns, and which switches are saved but not used.

Mark the Google Ads campaigns that bid on your brand name so they get less credit when TrueROAS decides which click led to a sale.

The store owner gets the report emails, and the owner or an admin can add more people in Email Settings and pick daily or weekly for each.

Use the unsubscribe link in a marketing email, and see what the Receive marketing emails switch and the Unsubscribe link in report emails change.

The store owner copies a transfer link in Store Settings, and the store moves to whoever opens it while logged in within 7 days.

The Team tab holds your team name, the teams you belong to, team invites, referrals and the email and password you log in with.

Send an invite by email or share a link from Team Members in General Settings, and choose their role, their stores and their permissions.

See which pages each team role can open, which settings only the store owner or an admin can change, and what every team member can change.

Open the invite, sign up or log in, and TrueROAS adds you to the team so you see their stores with the access they chose for you.

Change roles, edit permissions, take away store access or remove someone from your team in the Manage Team Members window.

Click Leave team under Your Teams in General Settings, or ask the team owner to remove you when its stores still show afterwards.

The Billing tab shows your plan, your next invoice and past invoices, with buttons to change the plan, update your card or cancel.

Every plan has the Dashboard, Ads Manager and reports, Pro adds profit, LTV, journeys and CAPI, and Premium adds a custom model and calls.

Your price depends on your plan and on the revenue of your stores over the last 30 days, which TrueROAS checks again every day.

Pick your revenue and a plan on the Billing tab, start the free trial and pay on Stripe's checkout page by card, PayPal or Link.

Use Upgrade or Change Plan on the Billing tab to see the cost first, then confirm, with upgrades starting now and downgrades at renewal.

In the first 7 days of each month, the menu offers to move your monthly or quarterly plan to yearly billing, and shows the exact price before you confirm.

Change your card on Stripe's billing page, download invoices as PDF under Billing History, and add a VAT or tax ID when you check out.

Click Stop Tracking & Cancel Subscription on the Billing tab, answer three short questions and finish the cancellation on Stripe's billing page.

You keep full access until your paid period ends, then tracking turns off, and starting a plan again turns it back on with your data kept.

Share your referral link so a friend starts with a free month, or join the affiliate program to earn up to 20% of what the people you refer pay.

Change your login email or password in General Settings, or add an email and password to a login you made with Google or Facebook.

Use the Sign Out button at the bottom of General Settings to log out of TrueROAS in the browser you are using.

See whose Meta and Google Ads login your team uses, when an Admin's login is saved or replaced for the whole store, and who can disconnect it.