The Campaign-level Dashboard shows the performance of all your campaigns side by side. In a single overview you can see which campaigns generate revenue, what they cost and how efficiently they convert. By clicking on a campaign name you open the campaign breakdown, where you further break down the same data by channel, device and country.
At the top of the dashboard you’ll find the total performance of your account over the selected period. Below that is the campaign performance table with one row per campaign.
Each metric also shows the value from the previous period for comparison, labeled as Prev. Green means improvement, red means decline.
Metric
What it means
Advertising Sales | Total revenue generated via ads |
Advertising Cost | Total ad spend |
Impressions | Number of times your ads were shown |
Clicks | Number of clicks on your ads |
CTR | Percentage of impressions that led to a click |
Average CPC | Average cost per click across all campaigns |
Average Winning Bid | Average bid with which you won the ad auction |
Conversions (14d) | Number of purchases within 14 days after a click |
Conversion Rate | Percentage of clicks that led to a purchase |
ROAS / ACoS | ROAS is the revenue per euro of ad spend. ACoS is the percentage of revenue you spend on ads. You switch between both views via the button on the metric |
Under the metrics you’ll find the campaign performance table. Each row is one campaign. You can search by campaign name using the search bar at the top. At the bottom of the table you’ll see totals and averages across all campaigns.
All available columns:
Column
What it means
Sales | Revenue generated via ads for this campaign |
Cost | Ad spend for this campaign |
ROAS | Revenue per euro of ad spend for this campaign |
ACoS | Percentage of ad revenue spent on ads |
Conversions | Total number of purchases via ads |
Conversion Rate | Percentage of clicks that led to a purchase |
Direct Conversions | Purchases where the customer bought exactly the advertised product after a click |
Indirect Conversions | Purchases of another product from your assortment after a click on this campaign |
Impressions | Number of ad impressions in this campaign |
Clicks | Number of clicks on ads in this campaign |
CTR | Click-through rate for this campaign |
When you click on a campaign name, the campaign breakdown opens. This is a detailed view of that specific campaign, split into three levels that you can switch between at the top: Channel, Device and Country.
At the top of the breakdown you see the total figures of the campaign for the selected period: Sales, Cost, ROAS, ACoS, Conversions and Clicks.
Channel Here you see the performance broken down by combination of channel and country. The combinations you see are APP, DESKTOP, MOBILE and TABLET, each separately for NL and BE. This way you can see exactly on which channel and in which country your ads perform best.
Device The same data but grouped by device type, regardless of country.
Country The same data but grouped by country, regardless of device type.
The columns in the breakdown:
Column
What it means
Sales | Revenue for this channel, device or country |
Cost | Ad spend for this segment |
ROAS | Revenue per euro of ad spend for this segment |
ACoS | Percentage of ad revenue spent on ads |
Conversions | Number of purchases through this segment |
Clicks | Number of clicks through this segment |
Impressions | Number of impressions through this segment |
CTR | Click-through rate for this segment |
Avg CPC | Average cost per click for this segment |
All columns also show the value of the previous period for comparison.
In the top right you set the time range and choose the comparison period. In the campaign breakdown you can also set the period separately for each campaign. The default option Previous period automatically compares with the equally long period before that.
Compare campaign types with each other If you use the Adyard campaign structure you’ll see automatic, phrase and exact campaigns side by side. Automatic campaigns usually have a higher ACoS but generate data. Exact campaigns should convert more efficiently. If your exact campaign performs worse than your automatic one, that’s a sign that the keywords in it haven’t been optimized well enough yet.
Use the breakdown for budget allocation Click on a campaign and check the Channel breakdown. If APP in NL has by far the best ROAS but your budget is spread evenly across all channels, there’s room to tweak your campaign settings for the channels that generate the most revenue.
Identify campaigns that cost money without revenue Sort the table by Cost from high to low and filter on campaigns with Sales of €0. These are campaigns that do use budget but don’t generate anything in the selected period. Check whether they have enough data to evaluate, or consider pausing them if the pattern continues.
Watch out for indirect conversions A campaign with zero direct conversions but many indirect conversions works as a driver for the rest of your assortment. That makes it more valuable than its direct ACoS suggests. Always combine direct and indirect in your evaluation.
