How to read the numbers
Every figure in Analytics depends on its period, its attribution model, where it comes from and how much of your spend it covers.
Analytics has four screens in the sidebar: Creatives, Store, Campaigns and Journeys. Before you trust a figure on any of them, check four things: the period it covers, the attribution model it was split by, where it comes from, and how much of your ad spend is behind it.
In short
- The period and the attribution model sit at the top right of every screen, and one choice applies to all four.
- Store figures come from your orders. Attributed figures are your orders split across the ads that led to them. Reported figures are what the ad platforms claim.
- A table that credits creatives or their pieces says how much of your ad spend it explains. Below 60%, read it with care.
The period
Last 30 days is where every screen starts. Press it to choose another period: Today, Yesterday, Last 7 days, Last 90 days, This month or Last month, or two days on the calendar, the first and then the last, up to 400 days apart.
The days are your store's days, in its time zone, whatever your computer's clock says. The picker names the time zone under the calendar, and beside its button when your clock reads another time.
A change line such as "+8.1% vs prev." compares the period with the same number of days before it. The period you choose stays in place as you move between the four screens. The Dashboard is the exception: it always shows the last 30 days.
The attribution model
Most orders follow more than one visit: an ad on Monday, a search on Wednesday, an email on Friday. The attribution model decides how an order's revenue is split across the touches that led to it. Last Click is where every screen starts.
| Name | What it does | Default or limit |
|---|---|---|
| Last Click | All of the credit to the last touch. | Default Default |
| First Click | All of the credit to the first touch. | |
| Linear | An equal share to every touch. | |
| Position 40/20/40 | 40% to the first touch, 40% to the last, and 20% shared between the touches in between. | |
| Time Decay | More to the touches nearer the order: a touch a week older counts half as much. |
Every model passes over direct visits, when a buyer types your address or follows a bookmark. A direct visit is credited only when the buyer's whole path was direct. A buyer who clicked an ad and came back by typing your address still credits the ad.
The model changes the attributed figures only: what each channel, campaign, ad, creative and piece of a creative earned. Your store's revenue, orders and profit do not depend on it, which is why Store has no model to choose. Its one attributed card, Channels, uses the model last chosen on another screen.
Store, attributed and reported
The same word can mean three different numbers, depending on where it comes from.
| Name | What it does |
|---|---|
| Store | From your Shopify orders, all of them: Net Revenue, Orders, Net Profit. They do not depend on the attribution model. |
| Attributed | Your orders split across the touches the pixel recorded before them, under the attribution model: Revenue, ROAS and POAS on a campaign, an ad, a creative or a hook. An order the pixel could not tie to a visit is in the store's figures but in no row. |
| Reported | What an ad platform claims for its own ads: Reported Revenue and Reported ROAS. Only Meta reports revenue. |
In a table, the attributed columns are the violet ones: they are the ones that change with the model.
Reported and attributed figures disagree on purpose. A platform counts every sale it believes it caused, including after an ad was only seen. Omnymous credits each order once, across all of its touches. Campaigns sets the two side by side and divides one by the other: the Claim Gap.
How much spend is behind a table
Omnymous can credit a creative, a hook or an offer only when it knows what the ad was made of: for ads launched from Omnymous, and for ads it has read and linked to your Library. Every table that credits creatives or their pieces says how much of the period's ad spend its rows explain.
Below 60% the line turns amber: the rows rest on a small part of your spend, and a "winner" may be a winner of the few ads Omnymous can see. To raise it, tag the ads you run outside Omnymous and check how far your ads have been read. See Tag your ads and Ad census.
Figures that move
Some figures change after the day they describe:
- Refunds count on the day of the refund. A refund today lowers today's revenue, not the day of its order.
- Recent days fill in as orders, visits and the platforms' reports arrive. Omnymous reads your ad platforms every 15 minutes.
- A history rebuild recomputes your past when Omnymous changes how it derives analytics. While it runs, a chip reading Rebuilding history stands beside the period. See When your numbers look wrong.
Where this shows up
- DashboardThe Dashboard shows the last 30 days of your store on one screen: what you earned, what you spent, and how your creative did.
- CreativesCreatives shows what you produced, what is in market and which creatives win, then takes your creative apart in five more views.
- StoreStore is your business in money: revenue, profit and ad spend, your profit and loss line by line, and how your customers come back.
- CampaignsCampaigns sets what each ad platform claims beside what Omnymous credits, from the channel down to the single ad.
- JourneysJourneys draws every path a visit took through your store, from an ad or a search to an order, and where the ad and its page stopped agreeing.
- MetricsEvery number on the Dashboard and the Analytics screens, with what it counts and the formula behind it.