How do I see the orders and customer journey behind a campaign?

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.

Open the orders behind a number

On desktop, most of the TrueROAS numbers in the campaign table can be clicked.

1. Find the campaign, ad set or ad you want. Use the arrow next to a name to open its ad sets and ads.
2. Click its Sales, Conversion, New Customers, ROAS / POAS, True ROAS, NC Sales, CPA, NC CPA or Refunds value. On a campaign row, NC ROAS works too, and on an ad row, View-Thro does. Some of these show the tooltip Click to Show Orders, and Conversion on an ad row shows Click to see conversion sequence.
3. A window opens with the orders TrueROAS gave to that row. It is titled Conversion Sequence for a campaign or ad set and Conversion Details for an ad.

The route icon next to a campaign, ad set or ad name (tooltip Show Customer Journey) opens the same window. So do some of the small ad platform figures under a value: the one under Conversion on campaign and ad set rows, and the ones under Sales and NC Sales on ad set and ad rows.

Read the order list

The list has four columns: Order #, Date, Value and Products. Newest orders come first. Dates and times use your store's time zone.

• Next to the order number, a New or Returning label shows whether the customer has bought more than once. On a Shopify store it looks at all of the customer's orders up to today, not only the ones up to this order, so a customer's first order can show Returning once they have bought again. On other stores it shows whether this order was the customer's first.
• Value is the full order total, with tax and shipping included and refunds not taken off, in the currency the order came in, without converting. If your store leaves tax or shipping out of its sales, or takes refunds off them, the orders can add up to more than Sales. See Does TrueROAS include tax and shipping in my sales? and Can TrueROAS take refunds off my sales?.
• Products shows the number of items and the first product name. An order without products shows 0 items.
• The list loads 9 orders at a time. Click Show More for the next 9. When everything is loaded you see All data for the date ranges loaded. If the row has no orders, the list stays empty and that line is the only message.
• While the orders load, you see three grey bars. If they cannot load, a red message appears at the bottom of the screen.
• An order TrueROAS cannot find is left out of the list without a message.
• Go to Orders page opens Order Flow, the page with every order of your store, not only the orders in this list. See What is Order Flow and what can I do there?.

Read one customer's journey

Click an order to open it.

• Customer Stats shows how many orders this customer has placed and how much they spent in total. It only shows when the order is linked to a customer. On a Shopify store both numbers cover all of the customer's orders up to today, and the total includes tax and shipping.
• Products Purchased lists each product with its quantity.
• Under Purchase on and the date, you see every visit that led up to the order, newest first. Each visit shows its date and where the customer came from: an ad, an email, a search engine, a direct visit.
• Hover over Direct, Instagram, Facebook or FB Shopping Campaign for a short explanation of that source.
• A Meta ad that is not in your table is looked up in your Meta ad account. You see Loading..., then the campaign and ad set above the ad's name. The info icon next to it gives the likely reason the ad is not in your table: it is an older version of an ad that was edited, or it did not run in your date range. If the ad cannot be found, you see its ID or the tracking details from its link. Hover over it to see Press to fetch again from API, and click it to try again.
• When Google Ads is connected, TrueROAS looks up the name of a Google campaign that is not in your table. Otherwise the visit shows Google Campaign ID and the campaign's number.
• The visits that belong to the row you clicked are highlighted in green, so you can see where your ad sat in the journey.
• Click Show customer navigation under a visit to see Page Navigation, the pages the customer opened during that visit and when. Thank-you pages are left out and addresses are shortened. Hover over an address to see it in full. If TrueROAS has no pages for the visit, the button disappears when you click it.
• The last line shows how many hours passed between the first visit and the order.

If TrueROAS has no visits for an order, you see No touchpoint data available.

Orders the ad assisted

The Assist column counts orders where the ad was clicked on the way, but another ad got the sale. Click an Assist value to list those orders. The window is titled Assist Sequence for a campaign and Assisted to conversion below for an ad set or an ad, and it reads the same way as the order list above. For a row under Organic & Unassigned, the assisted orders open in a window titled Conversion Sequence.

The green highlight works differently in the assist windows of ad sets and ads. For an ad set, the visits from its ads are not highlighted. For an ad, the highlighted visits are the ones TrueROAS could not match to a campaign, ad set or ad in your table, not the ad you clicked.

Good to know

• This is desktop only. On mobile the numbers on the campaign cards cannot be clicked.
• For ad sets and ads, the Conversion column must be in your table for the order window to open, and the Assist column for the assist window. If a click does nothing, add the column back. See How do I choose and reorder the columns?.
• The orders follow your date range, your attribution model and your attribution window. Attribution is how TrueROAS decides which ad gets credit for a sale. See How do I change the attribution model and attribution window?.
• Sales added by View-Through are reported by Meta and have no orders behind them in TrueROAS, so the list can add up to less than the Sales cell when that switch is on. See What does the View-Through switch do?.
• Sales that Incremental Attribution moves to a row have no orders behind them either. The list only shows the orders TrueROAS tracked for that row. See What is Incremental Attribution and how does it work?.
• The order window of a Snapchat or Pinterest campaign or ad set also lists the orders counted under Organic & Unassigned as snapchat organic or pinterest organic, so every campaign of that ad platform can list the same ones.
• Rows under Organic & Unassigned open the same window. See What is Organic & Unassigned and what do its rows mean?.
• The window has no link to the order in Shopify or to the ad in the ad platform, and the list cannot be exported from here.