Advertising
Verified
In short
Section titled “In short”Analytics → Advertising answers “is paid advertising paying off?”. It shows ad spend, revenue from ads, ROAS, cost of sale (PNO), CPA, average order value from ads and MER for the selected period, a comparison with the previous period or the same period last year, and the last six months in a chart.
It is not a new calculation. The figures are the same as in the report from Reports — period, store and VAT display are shared with Revenue and Reports.
| Tab | What it shows |
|---|---|
| Overview | All platforms together: nine cards with comparison, six-month charts and Google Ads and Meta Ads in separate rows. |
| Google Ads | The same nine cards as Overview, but for Google Ads only, and a breakdown by store. In addition, spend as seen by GA4. |
| Meta Ads | The same for Meta Ads. |
A platform tab appears only when the platform has spend or revenue in the period or in recent months.
Metrics
Section titled “Metrics”| Metric | Calculation |
|---|---|
| Ad spend | Costs in the Google Ads and Meta Ads categories (Reports → Costs). |
| Revenue from ads | Revenue excl. VAT from orders the source attributed to ads. |
| Orders from ads | Orders the source attributed to ads. |
| ROAS | Ad revenue excl. VAT ÷ ad spend. |
| Cost of sale (PNO) | Ad spend ÷ ad revenue excl. VAT. Lower is better. |
| CPA | Ad spend ÷ orders from ads. |
| Average order value from ads (AOV) | Ad revenue excl. VAT ÷ orders from ads. Compare it with the average order value in Revenue. |
| MER | Revenue incl. VAT ÷ marketing costs. It uses the revenue of the entire store, not just revenue from ads. |
| Marketing costs | Advertising and other marketing costs. |
All three tabs show these cards in the same order, so you can compare the figures by switching tabs. Paid advertising figures come first, MER and marketing costs come last. Those two cover the entire store, so on the Google Ads and Meta Ads tabs they are the same as on Overview, and their description starts with “entire e-shop”.
The i icon next to every card and abbreviation (revenue from ads, ROAS, cost of sale, CPA, AOV, MER, cost per click) explains in plain words what it means, with an example and whether more or less is better.
Ad revenue and orders are store orders attributed to the Paid Google or Paid Meta channel — not conversions reported by the ad platform. Google and Meta are never added up into one ROAS.
A company-wide cost (not assigned to a store) is not split between stores. When a single store is selected, the screen shows the spend that belongs to that store and ROAS, cost of sale and CPA based on it. The company-wide amount is shown separately with a link to Costs. If a company-wide item actually belongs to one store, assign it to that store in Costs and the figures will be complete.
Missing spend check
Section titled “Missing spend check”The platform tab has a table by store. When ads brought orders in a store but the spend in Costs is zero, the row is marked spend missing and a notice appears above the table.
Google Ads spend from GA4
Section titled “Google Ads spend from GA4”If GA4 is linked to Google Ads, the Google Ads tab shows cost, clicks, impressions and cost per click as GA4 sees them, next to the spend entered in Costs and the difference. Until automatic costs are switched on, these figures are for comparison only: ROAS, cost of sale and the report use the spend from Costs. Once automatic Google Ads costs are switched on in Reports → Costs, these amounts go into the report from the chosen month, and the In Costs and Difference columns are no longer shown for that period.
Every store has its own row in the table. When there are no figures for a store, the row says why: GA4 is not connected, GA4 returned no Google Ads account (the link is missing or no ads ran in the period), or the error GA4 returned. Accounts in CZK and PLN are converted by GA4 at its own daily rate, so the amount may differ from the Google Ads invoice by the exchange rate. Costs reach GA4 with a delay, so the last day may be incomplete.
No spend and short history
Section titled “No spend and short history”Without any ad spend the screen tells you where to enter it instead of showing empty charts. A month before the data starts is hatched, a month without spend or ad revenue has a dash and breaks the line — it is not drawn as zero. A month with an asterisk is still in progress.