DocsAds Manager
What does the Summary row at the bottom of the table add up?
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.
Where it is
The Summary row is pinned to the bottom of the campaign table and stays in view while you scroll. Next to the word Summary it shows the number of campaigns, for example 7 campaigns. Until your orders and the campaigns of every ad platform have loaded, the row shows grey placeholders instead of numbers.
What goes into each total
The row adds up the campaigns currently shown in the table and the rows under Organic & Unassigned.
| Column | How the Summary is worked out |
|---|---|
| Spend, Clicks, Impressions, ATC, Inline Clicks | Added up from the campaigns. Organic & Unassigned has no spend. |
| Budget | Daily budgets of active campaigns and active ad sets only. Paused ones are left out. |
| Sales, Assist | Campaigns plus Organic & Unassigned. |
| Refunds | Campaigns plus Organic & Unassigned. A refund that shows on several rows is counted once for each of them. |
| Conversion | Two numbers. The first is every order TrueROAS tracked, campaigns plus Organic & Unassigned. The second, after the slash, is what the ad platforms report. |
| ROAS / POAS | All Sales, campaigns plus Organic & Unassigned, divided by all Spend. After the slash, the POAS in green when it is 1 or more and red below, or an Add cost link when you have not added order costs yet. |
| True ROAS | Includes Organic & Unassigned sales, like ROAS / POAS, and is divided by all Spend. |
| CPA | All Spend divided by all orders, campaigns plus Organic & Unassigned. |
| AOV | All Sales divided by all orders. |
| NC Sales | Sales from first-time orders, campaigns plus Organic & Unassigned. |
| New Customers | First-time orders, campaigns plus Organic & Unassigned, with their share of all orders under it. |
| NC ROAS, NC CPA | NC ROAS is NC Sales divided by all Spend. NC CPA is all Spend divided by the new customers of your campaigns only. Organic & Unassigned is left out, so it is not Spend divided by the New Customers total. |
| CTR, CPC, Conv. Rate | Worked out from the totals: all clicks divided by all impressions, all Spend divided by all clicks, all campaign orders divided by all clicks. |
| Profit | All Sales minus all COGS minus all Spend, campaigns plus Organic & Unassigned. It is the Profit cells above it added together. |
Why it does not match the sum of your campaigns
Two things make the Summary different from what you get by adding the rows yourself:
- Organic & Unassigned counts. Sales from email, direct visits and other sources without ad spend are in the Summary's Sales, COGS, Profit, ROAS, CPA and AOV. The Summary ROAS is therefore your store-wide return on ad spend for the period, and it is usually higher than any average of the campaign ROAS values.
- Ratios are never averaged. The Summary divides total by total. A small campaign with a ROAS of 20 and a large one with a ROAS of 2 do not average to 11; the large campaign's spend weighs more.
To see the ad platforms without Organic & Unassigned, compare the Spend and Sales of the campaign rows, or click a platform button such as Meta Ads and read the rows. See How do I search campaigns, pick a platform and sort the table?.
Good to know
- The totals follow what is on screen. The search box, a platform button and Campaign Auto-Filters all change them. The campaign count next to Summary does not; it counts every campaign that was loaded, including campaigns hidden because they had no activity in your date range. See Why is a campaign missing from the Ads Manager?.
- Turning on Incremental Attribution moves sales from Organic & Unassigned to your campaigns, so campaign rows go up while the Summary Sales stays the same. See What is Incremental Attribution and how does it work?.
- Turning on View-Through adds view-through sales to the Summary too. See What does the View-Through switch do?.
- Frequency in the Summary is the campaign values added together, not an average. Reach, CPM, Compl. Reg., 1D | 3D | 7D and Trend show - or stay empty, and Lead shows the word Leads instead of a total.
- On mobile the Campaign Summary card shows Total Spend, Total Sales, Total ROAS and Conversions. See How do I use the Ads Manager on my phone?.
- The totals add up what each ad platform sends. Some columns stay at 0 for some platforms, and not every platform's amounts are converted to your store currency. See How do Google, TikTok, Pinterest and Snapchat campaigns differ in the Ads Manager?.
- You cannot choose which rows the Summary includes, other than by filtering the table.