How do Google, TikTok, Pinterest and Snapchat campaigns differ in the Ads Manager?

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.

The small figures under Sales and Conversion

Attribution is how TrueROAS decides which ad gets credit for a sale. Every ad platform does the same with its own rules, so under Sales and Conversion each campaign, ad set and ad row also shows, in small print, what the ad platform reports: a value under Sales and a count under Conversion. What each platform counts is different.

How to compare these figures with the sales TrueROAS tracked is explained in What do the colours and the small numbers under a value mean?.

Meta

• Meta is the only ad platform with numbers in Reach and Lead, and in the columns marked Meta only in What do the columns in the Ads Manager mean?.
• The table lists the Meta campaigns that showed ads in your date range. When an order from that period came from a Meta ad outside that list, TrueROAS looks the ad up and adds it with its campaign, so a campaign can appear with sales but no spend.
• If Meta cannot load your campaigns, a red error message appears, usually with the reason Meta gives. A connection that has stopped working is handled differently, as described in What do I do when my Meta or Google Ads connection stops working?.

Google Ads

• The rows under a Google campaign are its ad groups, labelled Ad Group instead of Adset. Campaigns without ad groups, such as Performance Max, have a greyed-out arrow next to their name.
• Ads without a name in Google Ads, such as most search ads, are listed by their ad ID.
• The table lists the Google campaigns that had impressions in your date range, except removed ones. When an order from that period came from a Google campaign outside that list, TrueROAS looks the campaign up and adds it, without its ad groups, when Google Ads finds it.
• Orders are matched to a Google campaign by its ID, or by its name when the ad's link carries the campaign name.
• CPM and ATC show 0, because TrueROAS does not get them from Google Ads.

TikTok

• The rows under a TikTok campaign are its ad groups, labelled Adset.
• TrueROAS does not count new customers, refunds or leads for TikTok rows. New Customers, NC Sales, NC ROAS, NC CPA, Refunds and the lead columns stay at 0 or -, and the Trend chart is a flat line. The one exception is the new customers that Incremental Attribution moves to a TikTok row, together with their sales. See What is Incremental Attribution and how does it work?.
• The Budget of a TikTok campaign is the campaign's own budget or, when it has none, the budgets of its ad groups added up. The ad groups themselves show -.
• Which TikTok campaigns appear in the table is explained in Why is a campaign missing from the Ads Manager?.

Pinterest

• Pinterest rows are campaigns only. TrueROAS does not load Pinterest ad groups or ads, so the arrow next to a Pinterest campaign is greyed out.
• TrueROAS loads up to 100 active or paused Pinterest campaigns.
• Pinterest shares at most 90 days at a time. For a longer date range, Pinterest's spend, clicks, impressions and small figures cover only the last 90 days, while the sales TrueROAS tracked cover the whole range. Pick 90 days or less to compare them fairly.
• Pinterest orders that TrueROAS cannot match to one of these campaigns, for example from an archived campaign, can show as extra Pinterest rows without spend, named after the tracking details in the ad's link.
• ATC counts add to carts after a click on your ad. CPM shows 0.

Snapchat

• The rows under a Snapchat campaign are its ad squads, labelled Adset.
• Clicks counts swipe ups, so CTR, CPC and Conv. Rate are based on swipe ups too.
• When TrueROAS tracked no orders for a Snapchat ad, the ad's Sales and Conversion show the purchases and purchase value Snapchat reports instead. These numbers also count toward its ad squad, its campaign and the Summary row.
• ATC shows 0.

Currency

For Meta, Google Ads and TikTok, spend, CPC, CPM, budgets and the small figures are converted to your store currency when the ad account uses a different currency.

Pinterest and Snapchat amounts are not converted. If one of these ad accounts uses a different currency from your store, its amounts appear as the ad platform sends them, with your store's currency sign.

To check which currency your store uses, see Which currency and time zone do my numbers use?.

Good to know

• These differences are the same for everyone on the store.
• Only Meta campaigns, ad sets and ads can be switched on or off or get a new daily budget from the Ads Manager. See How do I pause an ad or change a daily budget from the Ads Manager?.
• When Google Ads, TikTok, Pinterest or Snapchat campaigns cannot load, there is no red message as there is for Meta. Their rows are simply missing.
• You cannot open Pinterest ad groups or ads, see new customers, refunds or leads for TikTok rows, or have Pinterest and Snapchat amounts converted to your store currency.