Campaign analytics

Campaign analytics is the truth about your media buying: what you spent on every channel, what each channel delivered, and — separately — how much revenue your own tracking can actually prove. It’s where you stop taking the ad platforms’ word for it.

Open Campaigns under ANALYTICS. The switcher at the top right flips between two views: Performance — spend, delivery and outcomes per channel — and Attribution — whether those numbers can be trusted and which touch earned the sale.

Performance

Performance is the media buyer’s working screen: a channel picker, the headline numbers, the daily trend, and the full campaign table.

Pick a channel

The pills across the top scope the whole view: All Channels, Meta, Google, TikTok.

• Meta is the only channel that reports revenue and ROAS back to you and that Omnymous tracks with its own pixel.
• Google and TikTok are analytics-only — they sync spend and delivery (impressions, clicks) but no revenue. Pick one and the headline numbers swap the revenue tiles for delivery ones: Impressions, Clicks, CTR, CPC. That’s by design, not a gap in your data — see Connect your ad platforms.

Reported vs Attributed — the honest number

The headline strip carries two very different kinds of revenue, and knowing which is which is the whole point of this page:

• Reported Revenue and Reported ROAS are what the ad platform claims it drove — Meta’s own count of conversions. Platforms mark their own homework, so this number runs high.
• Attributed Revenue and Attributed ROAS are what Omnymous’s own tracking can prove against your Shopify orders. These are the numbers you can audit.

Ad Spend and Campaigns round out the strip; the small note under Campaigns tells you how many are tracked by Omnymous.

The Spend & Revenue chart

Spend & Revenue plots daily ad spend stacked by channel against the platform-reported revenue line, so you can see where money went in and — as reported — what came back.

The campaign table

Every campaign sits in one table, grouped into three column blocks so you never confuse the platform’s claims with what was proven:

• Delivery — the raw counters the platform reports: Spend, Impr., Clicks, CTR, CPC, CPM.
• Platform-claimed — Revenue and ROAS as the platform reports them (Meta only; a dash for Google and TikTok).
• Pixel-attributed — Revenue, ROAS and CPA that Omnymous proved against your orders (shown in violet).

Click any campaign row to drill into its ad sets and ads inline — the breakdown opens underneath without leaving the page. The badge next to a name tells you where the campaign came from: Launcher (built and launched inside Omnymous) or Imported (pulled in from the platform).

Use the All / Tracked / Untracked buttons to filter by whether Omnymous is attributing a campaign, and Search campaigns… to jump to one by name.

Track an existing campaign

A campaign Omnymous isn’t tracking shows a dash (—) in the Pixel-attributed columns — the platform’s claims are all you have for it. To start proving its revenue against your orders, track it:

1. Filter to Untracked to find campaigns without attribution.
2. On an untracked Meta campaign, click Import in the Action column.
3. In the Track this campaign dialog, confirm the campaign, then click Import & track.

From then on the campaign gains a Pixel-attributed column of its own — this is how ads you launched on Meta directly (outside Omnymous) get real attribution.

Attribution

Switch to Attribution to answer two questions: can you trust the data, and who actually earned the credit? The tabs — Channels, Campaigns, Ad Sets, Ads — choose how finely to slice it.

Is the data trustworthy? (Measurement Health)

Before any number, Measurement Health tells you whether the tracking underneath is healthy.

• Pixel Match Rate — the share of orders Omnymous could tie back to a tracked visit. Healthy is roughly 70%+; it turns amber below that.
• Conversions (14d), Pixel Events (24h) and Sessions (24h) show the pixel is firing across the funnel.
• Meta Sync, Google Sync and TikTok Sync show how fresh each platform’s spend data is, and how many days of history you have.

Choose how credit is split

The model picker (top right, next to the date range) decides how a multi-touch order’s credit is divided. Every model is a plain, documented rule:

• Last Click — 100% to the last touch before the order.
• First Click — 100% to the very first touch.
• Linear — equal credit to every touch.
• Position 40/20/40 — 40% to the first touch, 40% to the last, the middle 20% shared.
• Time Decay — more credit the closer a touch is to the order (a 7-day half-life).

Change the model and every number on the view — including the Order Journey below — re-splits instantly.

Claimed vs attributed, side by side

The Performance table lines up what each channel claimed against what Omnymous proved, with one column that makes over-claiming impossible to miss:

• Reported Rev. / Reported ROAS — the platform’s own claim (Meta only).
• Claim Gap — reported ROAS ÷ attributed ROAS. A gap of 1.30x means the platform claims 30% more return than your orders support. The bigger the gap, the more the channel is taking credit it didn’t earn.
• Orders, Revenue, ROAS, POAS, CPA, NC-ROAS — the attributed outcomes, tied to real orders.

Notice channels with no ad spend at all — Direct, Email, Organic Search, Organic Social, Referral — still earn attributed orders. That’s revenue your paid channels don’t get to claim.

Trace a single order

The Order Journey inspector opens the black box completely: type an order number and see every touch that led to it, and the credit each one earned under the model you’ve selected.

1. Scroll to Order Journey and enter a Shopify order number (the #1042-style number from your orders), then click Inspect.
2. The result shows the order’s value, whether it was Pixel matched, the attribution Window, and whether it was a First order.
3. Below that, the Touches timeline lists each visit in order — channel, time and campaign — with its share of the credit on the right.

In this order the shopper found the brand on Organic Social, clicked a Google Ads retargeting ad, then a Meta Ads retargeting ad before buying — so Last Click hands the whole sale to that final Meta touch. Switch the model up top and the same touches re-split the credit. This is the fastest way to settle a “which ad really drove this?” argument — walked through end to end in Find what drove yesterday’s orders.

Troubleshooting

A campaign shows only dashes in the attributed columns. Omnymous isn’t tracking it yet. Filter to Untracked, click Import on the campaign, and confirm Import & track (see Track an existing campaign). Only Meta campaigns can be attributed.

Pixel Match Rate looks low (amber). Fewer of your orders are being tied back to a visit than they should be — usually a tracking-coverage issue on the store. Check the store’s tracking setup and pixel data mode under Stores, then give it a day to recover.

Google and TikTok show no revenue. That’s expected — they’re connected for analytics only, so they report spend and delivery but never revenue or ROAS. Their orders still appear in the Attribution view, credited by the pixel. See Connect your ad platforms.

An order says “No attribution found for this order yet.” The pixel never tied a tracked visit to that order — often an order placed before tracking was live, or one with no matchable session. Recent, pixel-matched orders are the ones to inspect.