Analytics overview — Advertising and Store & Business

Wevion Analytics at /analytics has two views: Advertising (paid performance) and Store & Business (MER commerce). KPI grid, charts, client-side export.

Written By Salvatore Sinigaglia

Last updated About 2 hours ago

Wevion Analytics at /analytics has two views: Advertising (paid performance) and Store & Business (MER commerce). KPI grid, charts, client-side export.

Analytics overview — Advertising and Store & Business views

/analytics is Wevion's performance hub. It opens as a single page with two switchable views: Advertising (paid performance by platform + account) and Store & Business (blended, MER-centric commerce performance). Each view shows an editable KPI grid plus a fixed set of charts and tables, driven by one shared controls bar (view toggle, platform + account cascade selector, store selector, date range with compare, and an Export button). Companion to Ads Manager: Ads Manager is the row-level grid for tactical edits; Analytics is the rolled-up dashboard for review.

Who is this for

Mediabuyers running weekly / monthly performance reviews. Admins + owners auditing account and commerce health. Anyone needing aggregated trends across accounts and platforms rather than row-level edits.

The two views

Wevion Analytics is organised around a view toggle at the top-left, not around a per-platform / cross-platform split. Both views aggregate across whichever accounts you select.

Advertising view

Paid-media performance attributed by the ad platforms. It renders:

KPI grid — Spesa ADV, CPM, CTR, ROAS, Aggiunte al carrello, Acquisti, Vendite, Costo per acquisto, CVR (default cards; more available in the KPI picker)
Spend × ROAS scatter — one bubble per platform, spend on one axis and ROAS on the other
CPM per platform over time — a line per platform
Performance per account — a table with one row per ad account (spend, CPM, CTR, link clicks, CPC, ATC, purchases, sales, cost/purchase, CVR, ROAS)
CPA × Purchases scatter — one bubble per account
Geo performance — per-country spend, results and ROAS

Store & Business view

Blended commerce performance that combines Shopify store data with ad spend. It renders:

KPI grid — MER, Fatturato, Spesa ADV, Ordini, CPO, AOV (default cards)
Spend × MER and Orders × AOV daily charts
Per-account table with blended metrics
Top products, Revenue vs refunds chart
Funnel sito (sessions → add-to-cart → checkout → orders) — appears once a store reconnects with the read_reports scope and storefront data lands
CAC over time chart
Traffic sources and a custom Chart Builder (pick a metric, optional second metric, line or bar)

The headline number here is MER (Marketing Efficiency Ratio = store revenue ÷ total ad spend), which is independent of platform attribution.

The controls bar

One toolbar drives both views:

Control	What it does
View toggle	Switch Advertising ⇄ Store & Business
Store selector	(Store & Business only) pick one store or "All stores" aggregate
Platform + account cascade	Select platforms and specific ad accounts, with search; applied on Applica
Edit / Salva layout	Enter edit mode to add/remove KPI cards, then save the layout
Date range + Compare	Pick a period and optionally compare to the previous period (adds deltas)
Export	Download the active view as CSV or Excel

Data freshness

Wevion's analytics aren't real-time:

Layer	Cadence
Platform insight sync	every 15 min (cron job)
Postback conversions (purchases / ROAS / CPA)	24-72h lag

Numbers may differ slightly from a platform's native UI, which is closer to real-time. For decisions involving ROAS or CPA, use a last_7d window minimum. See an-114 data freshness.

Currency and timezone

Figures are shown in a display-currency preference that defaults to each ad account's native currency. You can switch the preference to a single currency to compare accounts on one scale; conversion uses per-day rates. Timezone defaults to your browser timezone. See an-115 exchange rates.

Where it lives in the app

Page: /analytics
Sidebar: Analytics entry
Related pages: /analytics/compare-accounts (side-by-side account compare), /analytics/creatives (creative analytics)

How it differs from Ads Manager

Aspect	Ads Manager	Analytics
Granularity	Row-level (campaign / adset / ad)	Aggregated (KPI / trend / per-account)
Action capability	Pause / edit / bulk operations	Read-only
Use case	Daily ops + tactical edits	Weekly review + strategic decisions
Export	CSV + PDF	Client-side CSV + Excel

Pair them: Analytics tells you "scale Meta, cut TikTok, watch the refund rate"; Ads Manager is where you actually pause or scale.

Best practices

Match the view to the question

"How is my paid media performing?" → Advertising view
"Is my ad spend actually growing store revenue?" → Store & Business view (MER, CPO, TACoS)
"Which accounts are dragging ROAS down?" → Advertising → Performance per account

Use last_7d minimum for ROAS / CPA decisions

Postback lag means shorter windows show incomplete data. See an-114.

Read MER, not just platform ROAS

Platform-attributed ROAS tends to over-count. MER (store revenue ÷ ad spend) is the blended truth — that is why it leads the Store & Business view.

FAQ

What are the two views in Wevion Analytics?

Wevion Analytics at /analytics has an Advertising view and a Store & Business view, switched with a toggle at the top-left. Advertising shows paid-media performance attributed by the ad platforms (spend, CPM, CTR, ROAS, purchases) per platform and account. Store & Business shows blended commerce performance led by MER, combining Shopify data with ad spend. Both views aggregate across the accounts you select.

Is Wevion Analytics data real-time?

No. Wevion syncs platform insights roughly every 15 minutes via a cron job, and postback conversions such as purchases, ROAS, and CPA lag 24-72 hours as they settle. Because of this, use a last_7d window minimum when ROAS or CPA drive a decision, and expect small differences versus each platform's near-real-time native UI.

How is Wevion Analytics different from Ads Manager?

Analytics is the aggregated, read-only dashboard for weekly review and strategic decisions, while Ads Manager is the row-level grid for daily operations and tactical edits like pausing, editing, and bulk operations. Both share the same 15-minute sync freshness. Analytics tells you what to do at the account and platform level; Ads Manager is where you act on individual campaigns and ads.

Why does Wevion show a lower ROAS than my platform reports?

Platform-attributed ROAS counts view-through and cross-device conversions generously, so it usually overstates real return. Wevion surfaces both: platform ROAS in the Advertising view and blended MER (store revenue ÷ ad spend) in the Store & Business view. MER is independent of platform attribution and is the more reliable measure of whether ad spend is growing the business.

Can I customise which KPIs I see?

Yes. Each view opens with a default KPI grid, and the Modifica (edit) button lets you add or remove KPI cards from a grouped picker, then save the layout. In the Store & Business view, storefront KPIs like Sessioni and CVR sito appear automatically once a connected store has session data, so they never render as empty cards beforehand.