Advertising view — paid-performance charts, account table

The Advertising view in Wevion Analytics V2 shows attributed KPIs, Spend vs ROAS, CPM trend, per-account performance, CPA vs Purchases and geo tables.

Written By Salvatore Sinigaglia

Last updated 19 days ago

The Advertising view in Wevion Analytics V2 shows attributed KPIs, Spend vs ROAS, CPM trend, per-account performance, CPA vs Purchases and geo tables.

Advertising view — paid-performance charts and account table

The Advertising view is one of the two views in Analytics V2. It shows paid-media performance attributed by each ad platform: a configurable KPI grid followed by five visualisations — Spend vs ROAS per platform (bubble scatter), CPM per platform over time, a per-account performance table, CPA vs Purchases per account (scatter), and a geographic performance table. All figures come from the connected ad platforms (Meta, Google, TikTok, Taboola, Snapchat, Outbrain) for the selected accounts and date range.

Who is this for

Mediabuyers optimizing paid campaigns across platforms and accounts, and admins reviewing spend efficiency. Use it to spot which platforms and accounts deliver the best ROAS and CPA, and where CPM is drifting.

Before you start

  • Connected, synced ad accounts: every KPI and chart here is platform-attributed, so connect and sync the platforms you want to analyze (meta-101 connect Meta, gog-101 connect Google Ads).
  • Accounts applied in the cascade: the view only shows accounts you have selected and applied (Platform and account selector — scope your analytics).
  • Currency and timezone: figures are converted and bucketed to your chosen currency/timezone; leave on "account" for native values.
  • Data latency: numbers reflect the last platform sync, and the comparison delta needs a prior period with data.
  • Access: the Advertising view is part of Analytics V2, which is on by default — nothing to enable.

KPI grid

The view opens with the Advertising KPI grid. Default cards include Ad spend, CPM, CTR, ROAS, Adds to cart, Purchases, Sales (attributed conversion value), Cost per purchase and CVR. All are platform-attributed. The picker adds extras such as Impressions, Reach, Frequency, Link clicks, Leads and Cost per lead (CPL). See KPI grid and KPI picker — customize your metrics for the full catalogue and how to customize the grid.

Attribution note: platform-reported metrics (ROAS, Purchases, Sales, CVR) tend to over-attribute versus real store data. For real return, compare against the Store & Business view.

The five visualisations

1. Spend vs ROAS per platform

A bubble scatter with spend on the X axis and ROAS on the Y axis; bubble size represents the number of purchases. It groups the selected accounts by platform so you can see, at a glance, which platform is spending most and returning best.

2. CPM per platform over time

A line chart of CPM per platform across the date range, one line per platform. Use it to catch rising delivery costs before they erode ROAS.

3. Performance per account

A table of every selected account with columns: Account, Platform, Spend, CPM, CTR%, Link clicks, CPC, ATC, Purchases, Sales, Cost/purchase, CVR% and ROAS. This is the account-level breakdown behind the KPI grid.

4. CPA vs Purchases per account

A scatter plotting purchases on the X axis and CPA (cost per purchase) on the Y axis per account — the cost-versus-volume relationship. Accounts high on volume and low on cost are your scaling candidates.

5. Geographic performance

A table breaking performance down by country, with Spend, Purchases, Sales and Cost/purchase per area. Use it to find geographies worth scaling or cutting.

Scoping the data

Everything in the view responds to the shared controls:

  • Platform + account cascade — choose which platforms and accounts to include (Platform and account selector — scope your analytics).
  • Date range + comparison — set the period; enabling comparison adds a delta versus the previous period on each KPI card.
  • Currency / timezone — when set to a specific value, figures are converted and bucketed accordingly.

How to read the Advertising view

  1. Open /analytics and set the mode toggle to Advertising.
  2. Open the platform + account cascade, pick the accounts, and click Apply (Platform and account selector — scope your analytics).
  3. Set the date range; turn on compare to previous period for KPI deltas.
  4. Read the KPI grid for headline metrics, then work down the five visualisations: Spend vs ROAS, CPM over time, the per-account table, CPA vs Purchases, and the geographic table.
  5. Customize the grid with Edit → the KPI picker, then Save layout (KPI grid and KPI picker — customize your metrics).

Common issues

  • Numbers don't update after choosing accounts: the cascade stages your choice; click Apply to commit it.
  • A chart or table is empty: no accounts are applied, or the selected accounts have no data for the period. Apply accounts and widen the date range.
  • ROAS looks too high vs your store revenue: platform-attributed metrics over-attribute. Cross-check with MER and CPO in the Store & Business view.
  • Missing comparison deltas: turn on "compare to previous period" and choose a period whose prior window has data.

Best practices

Pair CPM trend with ROAS

A climbing CPM line alongside a falling ROAS bubble is an early fatigue signal — check the creative analytics fatigue view next.

Compare accounts side by side

For a dedicated multi-account overlay (spend, ROAS, CPA trends), use cross-account compare.

Don't trust platform ROAS alone

Platform ROAS over-attributes. Validate with the MER metric in the Store & Business view.

FAQ

What does the Advertising view show in Wevion Analytics V2?

The Advertising view shows paid-media performance attributed by each ad platform for your selected accounts and date range. It includes a configurable KPI grid (spend, CPM, CTR, ROAS, purchases, CVR and more) plus five visualisations: Spend vs ROAS per platform, CPM per platform over time, a per-account performance table, CPA vs Purchases per account, and a geographic performance table.

What does the Spend vs ROAS chart mean?

It is a bubble scatter that plots ad spend on the X axis and ROAS on the Y axis, grouped by platform, with bubble size representing the number of purchases. It lets you compare platforms at a glance: bubbles high and to the right are spending a lot and returning well, while large low bubbles indicate high volume at weak efficiency.

Why does the Advertising view ROAS differ from my store revenue?

Advertising view metrics are attributed by the ad platform, which tends to over-attribute purchases and conversion value compared with real store orders. For attribution-independent return, use the Store & Business view's MER (store revenue ÷ total ad spend) and CPO (ad spend ÷ Shopify orders).

Can I see performance by country?

Yes. The Advertising view includes a geographic performance table that breaks spend, purchases, conversion value and cost per acquisition down by country for the selected accounts and period. Use it to identify geographies worth scaling or pausing.

Steps

  1. Open /analytics and set the mode toggle to Advertising.
  2. Open the platform + account cascade, pick the accounts, and click Apply (Platform and account selector — scope your analytics).
  3. Set the date range; turn on compare to previous period for KPI deltas.
  4. Read the KPI grid for headline metrics, then work down the five visualisations: Spend vs ROAS, CPM over time, the per-account table, CPA vs Purchases, and the geographic table.
  5. Customize the grid with Edit → the KPI picker, then Save layout (KPI grid and KPI picker — customize your metrics).

Last updated: 2026-07-02