KPI strip metrics: spend / impressions / clicks / CTR / CPC / CPM / conversions / purchases / leads / CPA / ROAS. Verified native or rolled-up.

KPI strip — what each metric means

The KPI strip is the top row of metrics on every analytics view. In Single Platform mode: native platform values + native currency. In Cross-Channel mode: rolled-up values converted to target_currency via EUR intermediate. Field set verified from AggregatedMetrics interface in apps/backend/src/services/cross-channel-analytics.service.ts.

Who is this for

Anyone reading the top bar of the dashboard and wondering "what does CPM actually measure?". Reference page for the strip's metric definitions.

The KPI strip metrics

Verified from the AggregatedMetrics interface:

(Note: not every platform reports every metric. Some are missing for platforms that don't track them natively.)

Single Platform /kpi endpoint differs

The metrics above come from the Cross-Channel AggregatedMetrics interface. The Single Platform GET /api/v1/analytics/kpi endpoint returns a slightly different field set: it does not include cpc, purchases, or leads, but it does add true_roas, contribution_profit, data_source (shopify / woocommerce / keitaro_postback / manual_cogs / null), and data_quality (full / partial / estimated / null) on top of spend, revenue, profit, roas, cpa, cpm, ctr, impressions, clicks, conversions, and currency.

Metric groupings

Reach + delivery

• impressions — how many times ads were shown
• clicks — how many times users clicked
• ctr — click-through rate (engagement quality of creative + targeting)

Cost efficiency

• spend — total money spent
• cpc — cost per click (depends on competition + creative + targeting)
• cpm — cost per 1000 impressions (cost of reach)
• cpa — cost per acquisition / conversion (the business-relevant cost)

Outcomes

• conversions — generic conversion events
• purchases — purchase-type conversions
• leads — lead-type conversions
• purchaseValue / revenue — monetary value of purchases

Profitability

• roas — return on ad spend (the headline number for e-commerce)

Single Platform vs Cross-Channel display

Delta vs previous period

If Compare to previous period is enabled: each metric shows current value + delta_pct. Green / red coloring per direction (green = improvement, red = regression).

Direction depends on the metric:

UI may color them accordingly; trust the math, not just the color.

How to use the KPI strip

Daily / weekly pulse

Glance to confirm performance is on track. Watch for:

• ROAS dropping vs prior period
• CPA rising vs prior period
• Spend pacing higher / lower than expected

Drill-down

Strip values are aggregates. To investigate a regression: drill into other widgets (top/flop, spend breakdown) or switch to Ads Manager (PRD-16) for row-level edits.

Executive reporting

KPI strip + comparison + brief commentary = a complete executive snapshot. Export PDF (see an-116) for monthly stakeholders.

Caveats

Postback metrics lag

conversions, purchases, purchaseValue, revenue, roas, cpa (when based on purchases) all depend on postback data (Meta API or your commerce / tracker integration). Postback lag: 24-72h.

Implication: yesterday's ROAS will be incomplete. Use last_7d minimum for ROAS / CPA decisions. See an-114.

Currency conversion variance

Cross-Channel mode converts to target_currency. Even tiny FX-rate differences can cause sub-percent variance vs the platform's native UI total. Expected behavior.

Attribution window differences

Meta's default attribution is 7-day click + 1-day view; Google's is 30-day click; TikTok's varies. Cross-channel unifies as best as possible but results may differ from each platform's native dashboard.

Common mistakes

• Reading today's CPA / ROAS as final: postback lag means it'll change in 24-72h
• Comparing Cross-Channel to platform UI 1:1: small variance is expected
• Ignoring the spend column: high-volume metrics deserve more weight than low-volume in decisions
• Treating delta_pct as direction-aware automatically: verify which direction is good for each metric

FAQ

What metrics does the Wevion KPI strip show?

The Wevion KPI strip shows spend, impressions, clicks, CTR, CPC, CPM, conversions, purchases, leads, purchaseValue/revenue, CPA, and ROAS. This field set is verified from the AggregatedMetrics interface. Not every platform reports every metric, so some values may be missing for platforms that don't track them natively.

How does Wevion calculate ROAS in the KPI strip?

Wevion calculates ROAS as purchaseValue divided by spend, expressed as a ratio — for example, 2.5 means €2.50 returned per €1 spent. ROAS is the headline profitability number for e-commerce, and it depends on postback data, so recent-day values fill in over time.

Why is today's ROAS or CPA incomplete in the KPI strip?

Metrics such as conversions, purchases, purchaseValue, revenue, ROAS, and purchase-based CPA depend on postback data from the Meta API or your commerce/tracker integration, which lags 24-72 hours. Yesterday's ROAS will be incomplete, so use a last_7d minimum window for ROAS and CPA decisions.

Does the KPI strip use native currency?

It depends on the mode. In Single Platform mode the KPI strip uses each ad account's native currency; in Cross-Channel mode it rolls values up to your workspace target_currency via an EUR intermediate. Even tiny FX-rate differences can cause sub-percent variance versus a platform's native total.

What does the delta color mean in the KPI strip?

When Compare to previous period is enabled, each metric shows its current value plus a delta percentage, colored green for improvement and red for regression. The good direction varies by metric: up is good for ROAS, conversions, and CTR, while down is good for CPC, CPM, and CPA.

Related articles

• ROAS — and when to scale or pause
• CPA, CPM, CTR — core metrics decoded
• Campaign metrics explained