What do the numbers on My Clients mean?

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.

The numbers on each card

Each client card on My Clients shows three numbers for the last 30 days. Attribution is how TrueROAS decides which ad gets the credit for a sale, but these numbers do not depend on it. They count every sale of the store, whichever channel it came from.

Where the sales come from:

• For a Shopify store connected to TrueROAS, the sales come straight from Shopify. They are the store's paid and partly refunded orders at their current total, so they also include orders from before the store was added to TrueROAS. With more than 1,000 orders in the period, TrueROAS adds up 1,000 of them and estimates the rest from their average order value.
• For other stores, or when TrueROAS cannot reach Shopify, they are the orders TrueROAS tracked in the last 30 days, or since the store was added when that is later. Pending, failed and incomplete orders, and orders without a value, are left out.

The ad spend comes from the ad platform connections of the login that owns the store, for the ad accounts chosen for that store.

The Portfolio (last 30 days) cards

The four cards under Portfolio (last 30 days) add up the client cards whose numbers have loaded.

The money cards always show a $ sign and whole amounts.

The totals grow as you scroll:

• A card loads its numbers when it comes close to the part of the page you can see, at most 5 cards at a time.
• The page shows 12 stores at first. With more stores, click the button under the cards that starts with Show more and says how many stores are left, for example Show more (8 more). Then scroll down until every card shows its numbers.
• A card whose numbers could not be loaded is left out of the totals. Reload the page to try again.

Why the numbers differ from the Dashboard

• The period is always the last 30 days. The date range you pick on the Dashboard does not change it.
• Sales (30d) counts every sale, so the attribution model, the attribution window and Incremental Attribution do not change it.
• For a Shopify store, the sales come from Shopify, not from the orders TrueROAS tracked.
• Exclude tax on orders and Exclude shipping on orders are not applied, so the sales include tax and the shipping your client's customers paid. See Does TrueROAS include tax and shipping in my sales?.
• Sales (30d) is always in US dollars, while the Dashboard uses the store's currency. For a store whose ad accounts use another currency, compare Ad spend and ROAS with the store's own Dashboard.
• Ad spend leaves out Pinterest, Snapchat, Microsoft Ads, AppLovin and ad spend added by hand in Cost Manager.
• Ad spend only counts the main Meta ad account of the store. When several Meta ad accounts are combined in one store, the others are left out. See Can I combine several Meta ad accounts in one store?.
• Ad spend only counts ad accounts connected through the store owner's login. Ad accounts that someone else on the store's team connected with their own login are not counted.
• The Meta and Google Ads Campaign Name Filter is not applied, so Ad spend is the full spend of each ad account. See What is the difference between the Meta Campaign Name Filter and Campaign Auto-Filters?.

How the Dashboard works out its own sales, spend and Blended ROAS is explained in What do the cards on the Summary dashboard mean? and Which ad spend and costs does each Dashboard card add up?.

Good to know

• The numbers load once each time you open My Clients. Reload the page for fresh numbers.
• You cannot change the period or choose other numbers on My Clients.
• Your clients cannot see My Clients or these numbers.
• On a phone the client cards stack in one column, and the Portfolio cards wrap onto several rows.
• If a store you expect has no card at all, see Why is a client missing from My Clients?.