DocsCustomer Journeys
What do the numbers at the top of Customer Journeys mean?
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 four numbers
The row at the top of Customer Journeys sums up the orders placed in your date range.
| Number | What it shows |
|---|---|
| Orders | How many orders were placed in your date range. Which orders this page includes is explained in How does TrueROAS build a customer journey?. |
| Revenue | The value of those orders added up and rounded to a whole amount, in your store currency. Each order's value follows your store settings for tax, shipping and refunds, and orders in another currency are converted. See Does TrueROAS include tax and shipping in my sales?, Can TrueROAS take refunds off my sales? and Which currency and time zone do my numbers use?. |
| Avg order | Revenue divided by Orders, rounded to a whole amount. |
| Time to buy | The average time between each customer's first visit that was not a direct visit and their order. When a customer only came through direct visits, it counts from their first direct visit. Under an hour it shows minutes, for example 45m. From one hour on it shows whole hours, for example 80h, so a week reads 168h. |
Orders without a tracked visit are left out of Time to buy. It shows 0m when there is no tracked visit to measure from.
The Meta funnel
When a Meta ad account is connected, the row ends with six steps: Page Views, View Content, Add to Cart, Checkout, Payment Info and Purchase.
- The numbers come from Meta. They are the events Meta reports for your Meta ad account in the same date range, not visits TrueROAS tracked.
- Each step shows the share of Page Views that reached it. Page Views always reads 100%, and Purchase is the share of page views that ended in a purchase, as Meta counts them. The counts themselves are not shown.
- Shares of 10% or more are whole numbers. Smaller shares have one decimal, for example 2.4%.
- A step never shows less than a step after it. When Meta reports fewer events for a step than for a later step, the step is raised to that later number. This happens most often with Payment Info, because quick checkouts such as Shop Pay or Apple Pay skip that event but still count the purchase.
- When you have ticked several Meta ad accounts for the store, the steps add them all up. See Can I combine several Meta ad accounts in one store?.
- When the Meta Campaign Name Filter is set, only the campaigns whose name contains its text count. See What is the difference between the Meta Campaign Name Filter and Campaign Auto-Filters?.
- While Meta's numbers load, you see six grey placeholders. The funnel is not shown when no Meta ad account is connected, when Meta's numbers cannot be loaded, or when Meta reports no events for your dates.
On a phone
On screens narrower than 900 px, the funnel moves under the four numbers. On screens narrower than 600 px, such as most phones, the four numbers sit in two rows of two. If the funnel is wider than the screen, swipe it sideways.
Good to know
- The numbers follow your date range. See How do I change the date range?.
- Everyone on the store sees the same four numbers for the same dates.
- Attribution is how TrueROAS decides which ad gets the credit for a sale. Your attribution model does not change these numbers, because they count every order in your date range, whatever its source.
- Orders can be higher than the order count on the Dashboard, because this page includes some orders the Dashboard leaves out. Which ones is explained in How does TrueROAS build a customer journey?, and how the Dashboard counts orders in Why don't my TrueROAS numbers match Meta or Shopify?.
- You cannot click the numbers or the funnel steps to see what is behind them, and you cannot choose other funnel steps.