How do I read the channel table on the Dashboard?
One row per sales channel with spend, sales, profit, conversions, ROAS, POAS and CPA, and the ad platform's own figure under each TrueROAS number.
The rows
The table has one row per channel that had data in your date range: Meta Ads, Google Ads, Tiktok, Pinterest, Snapchat, AppLovin, Organic, Email, Bing Ads, TradeDoubler, any spend source you entered by hand in Cost Manager, your largest remaining source by its own name, Others for everything else, and Total at the bottom. Channels without data are left out, except Snapchat and AppLovin, which stay in the table with zeros once they are connected.
Attribution is how TrueROAS decides which ad or channel gets credit for a sale. Others holds the orders TrueROAS could not place in one of the listed channels, such as direct visits.
Some rows count more than clicks on ads. Which visits the Meta Ads, Google Ads, Tiktok, Bing Ads and Organic rows count is explained in Why don't my Dashboard Meta or Google sales match the Ads Manager?. The Snapchat row also counts Snapchat visits with no campaign behind them.
- A row for spend you entered by hand shows that spend next to the sales of the sources with a matching name. See How do I add ad spend from a platform TrueROAS can't connect to?.
- The row for your largest remaining source is never a payment or checkout page, a discount code or a source that already has a row. A web address shows as its domain only.
- TradeDoubler shows sales only.
- Total covers every order in your store, so its CPA and AoV divide by all your orders, also those from channels without ad spend. Which ad spend and costs it adds up is explained in Which ad spend and costs does each Dashboard card add up?.
The columns
| Column | What it shows |
|---|---|
| Source | The channel, with its icon. |
| Spend | Ad spend, in red with a minus sign. Empty for channels without spend. |
| Sales | Revenue TrueROAS gave to the channel. |
| Profit | What is left of Sales after spend and order costs. Green with a plus when positive, red with a minus when negative. |
| Conversions | The number of orders. Next to it, a note such as + 12 assists counts orders where the channel was clicked on the way but another channel got the sale. Its tooltip reads Assisted to a purchase, but was not the most contributing factor to the sale. |
| New Customers | Orders from first-time buyers. Under it, NC Sales is their revenue. Hover over either number for a reminder that returning customers are not counted. A row with orders but no new customers shows 0. The column is hidden when every row has zero. |
| ROAS / POAS | Sales divided by Spend, then profit on ad spend after the slash, green from 1 and red below. When there are no costs to work from, Add cost takes the place of POAS. |
| CPA | Spend divided by Conversions. |
| AoV | Average order value. Sales divided by Conversions. |
Column headers with the TrueROAS icon hold numbers TrueROAS tracked in your store.
Two numbers in one cell
Under Sales, Conversions, ROAS / POAS, CPA and AoV, ad platform rows show a second, smaller number with the platform's icon. That is what the platform reports for itself. The big number is what TrueROAS tracked. The gap between the two is the platform's over- or under-reporting. See Why don't my TrueROAS numbers match Meta or Shopify?.
On the Email row, once Klaviyo is connected, the small figures are the total value and number of all orders Klaviyo recorded in your date range, not only the orders Klaviyo credits to an email. See How do I connect Klaviyo to TrueROAS?.
In the Total row, the small figures under Sales and Conversions add up the small figures of the rows above. The small figures under ROAS / POAS, CPA and AoV there are worked out from what the ad platforms report, and can also include the sales Meta reports from people who saw an ad without clicking it.
A small green or red percentage next to Sales, Conversions, New Customers and AoV compares the TrueROAS number with the comparison period. See How do I compare with the previous period?.
Estimated costs
When the orders in your date range have no product costs and TrueROAS fills them in from your default cost % or your break-even ROAS, a line above the table reads Profit and POAS are estimated from your break-even ROAS. or Profit and POAS are estimated from your default cost %., followed by Add cost for exact numbers. The same line shows when you picked Break-even ROAS only in Cost Manager. Click Add cost to open Cost Manager. How TrueROAS picks the costs it uses is explained in How do I set my break-even ROAS and use it instead of product costs?.
Good to know
- How the table fits a phone screen is explained in How do I use the Dashboard on my phone?.
- With Incremental Attribution on for your login, sales move to the Meta Ads, Google Ads, Tiktok and Pinterest rows from rows such as Organic, Email, Bing Ads, Snapchat and Others. Total stays the same. See What is Incremental Attribution and how does it work?.
- The View-Through switch in the Ads Manager, saved to your login, does not change the Meta Ads row. See What does the View-Through switch do?.
- The table is a card without a title of its own. It can be set to half or full width, moved within its dashboard or removed. To show it on another dashboard, add Channel Table from the Other tab of Available Metrics. See How do I add, move, resize and remove cards on a dashboard?.
- Rows cannot be clicked to open the orders behind them, and columns cannot be added, removed or sorted. For orders per campaign use the Ads Manager. See How do I see the orders and customer journey behind a campaign?.