Every ad channel against what the shop really sold

Every channel on one page

Campaigns → All channels and the top tiles of Reports count the shop against all spend. Each tile is compared with the previous period of the same length and has an (i) with its definition and source.

Each channel on its own campaigns

Tabs with the platform’s logo: Meta always, and Google Ads, Microsoft Ads, TikTok, Pinterest and ChatGPT Ads when they have spend in the period or are connected. A channel tab has that platform’s tiles (spend, conversions with cost, value with ROAS, Basketly orders, channel MER) and a table of its campaigns.

• Campaign state (active, paused, removed) and type: Search, Shopping, Performance Max, Display, Video, Demand Gen, App
• Ad groups and ads as further levels where the platform gives them (TikTok, Pinterest and ChatGPT Ads: campaign → ad group → ad)
• Basketly orders of a campaign matched by campaign id or by a utm_campaign equal to its name
• “Show products” on Google Ads and Microsoft Ads campaigns: products with the platform’s own conversions next to the shop’s sales
• Performance, Shop sales and Engagement views, a totals row in one currency and CSV export

Costs outside ad platforms and your real MER

Comparison sites, the e-mail tool or an agency cost money no ad platform reports. In “Costs outside ad platforms” you type in a monthly amount. We spread it evenly over its days and count it in total spend, MER and cost per order — as its own row marked “typed in by hand”, never in platform figures.

• Kind: comparison site, e-mail tool, agency or other (then with a name), month, amount, currency and a note
• Viewing with Reports view, changes with Reports edit; every change is audited
• Optional: spend in foreign currencies converted by the NBP average rate of the spend day (table A), with the rate’s date under the table. Off by default — other currencies are then counted apart

Products in channels

A view of the Reports Products tab (In channels) where every product stands against every channel that shows it: impressions, clicks, spend, CTR, the platform’s own conversions where it reports them per product (Meta does not), Basketly orders of the channel and units per 100 clicks. Next to it a Shop group (units, revenue, stock, days of cover) and a channel comparison with the product’s best channel.

• A channel without per-product data in the period gets no zeros; the table’s (i) names it
• Google Ads, Microsoft Ads and TikTok appear by themselves once their per-product reads store rows
• Never a column adding up platform conversions

TikTok, Pinterest and Klaviyo: reading results

TikTok, Pinterest and ChatGPT Ads connections send purchases, and with the “Read campaign results” switch on in Integrations they also read results: 90 days at once, then every 6 hours, at the campaign, ad group and ad level. A token without reporting permission gets a readable reason on the channel tab and in Self-check — never invented figures. Klaviyo with the same switch adds its e-mail campaign and flow revenue to the E-mail row of the Channels table.