How do I read an Alert Agent report?
An opened Alert Agent report shows yesterday's spend, sales and ROAS against earlier days, the split per ad platform, the top campaigns and AI insights.
Open an alert
- On the Reports page, click a card in the Alert Agent column.
- Or click the alert in the notification bell. Its title is Performance is up, Performance dropped or Performance update. See What does the notification bell show?.
The alert opens with the same layout as the alert email. Click Back to Reports above it to go back to the list. When Alert Agent sends an alert, and how to turn it on, is explained in What are Alert Agent reports?.
The headline
- The top line names your store and the day the alert is about.
- The headline starts with ROAS, or with Blended ROAS when the numbers cover both Meta Ads and Google Ads. It goes on with how your ROAS moved against the average of the 7 days before, for example up 41% or down 34%, or says holding steady.
- The line under it compares the two, for example 2.10x yesterday against your 3.20x seven-day average. When your ROAS held steady, it says yesterday's ROAS was in line with your seven-day average.
- A small line says which ad platforms the numbers cover: Blended across Meta Ads and Google Ads., Meta Ads only. or Google Ads only.
- A box with a blue edge on the left sums up what happened in a sentence or two. AI writes it when the alert is made. The box is left out when that text could not be written.
Yesterday's Performance
The three cards use the ad platforms your store has connected, Meta Ads, Google Ads or both.
| Card | What it shows |
|---|---|
| Spend | What Meta Ads and Google Ads report you spent that day. |
| Sales | The sales TrueROAS tracked in your store and gave to your Meta Ads and Google Ads campaigns. Attribution is how TrueROAS decides which ad gets the credit for a sale. These sales are worked out the same way as the Meta Ads and Google Ads rows of the channel table on the Dashboard, with your store's attribution model and window. Incremental Attribution is not applied to them, so they match the Dashboard when Incremental Attribution is off. See How do I read the channel table on the Dashboard?. |
| ROAS or Blended ROAS | Sales divided by Spend. |
Under each number, three rows compare it with earlier days:
| Row | Compared with |
|---|---|
| Avg. 7D | The daily average of the 7 days before. For ROAS, the sales of those 7 days divided by their spend. |
| Same Day Last Week | The same weekday one week earlier. |
| Last Year | The same date one year earlier. |
Each row shows the earlier value and then the change as a percentage with an arrow. When the earlier value is 0, the change shows a dash instead. A row is left out when there is no earlier value to compare with.
A rise shows in green and a drop in red. On Spend it is the other way round: more spend shows in red and less spend in green. Amounts show your store's currency sign and two decimals, for example $1,234.56.
By platform
When the numbers cover both Meta Ads and Google Ads, By platform lists Platform, Spend, Sales and ROAS for each of them. The Blended row at the bottom adds them up and matches the cards.
A small line follows with the sales and ROAS each ad platform reports for itself, which is usually more than actually landed in your store. This line also shows when only one ad platform is in the numbers. Why the platforms report more is explained in Why don't my TrueROAS numbers match Meta or Shopify?.
Top Campaigns by Spend
- Up to 5 campaigns with the most spend that day, with Campaign and Spend. When both ad platforms are in the numbers, a small logo shows each campaign's platform.
- The list shows spend only. Click See every campaign's sales and ROAS on the dashboard to open the Dashboard.
AI Insights
AI Insights is a list of points written by AI. Each point has a title and a short explanation. When a point is about one thing in particular, such as a campaign, Affected: and its name follow. The colour and the icon say what kind of point it is: blue for a trend, green for an opportunity and orange for a risk.
The list is left out when the AI text could not be written.
Good to know
- Everyone on the store sees the same alerts. An alert does not change after it is sent.
- Only Meta Ads and Google Ads are in an alert. Spend and sales from TikTok and other ad platforms are not counted.
- The alert is a single narrow column, so it looks the same on a phone, with the three cards side by side.
- How to delete an alert, and the fact that alerts cannot be shared, are covered in How do I share or delete a report?.
- You cannot change which campaigns are listed or add other numbers to an alert.