What the Paid Ads numbers mean

2 min readChecked against the dashboard on 16 October 2026

Every Paid Ads page opens with a row of figures for the period in the date filter. Hover a tile to see its definition. Here is what each one means.

On every page

Spend — what the ad platform charged in the period.
Impressions — how many times your ads were shown. The line underneath is the CPM (cost per thousand impressions).
Clicks — with the click-through rate (CTR) underneath.
Cost per click — spend divided by clicks.
Conversions — purchases where the platform reports them, otherwise leads, with the cost of each underneath.
Conversion value — revenue the platform attributes to your ads. When there is any, the line underneath shows ROAS (value divided by spend).

Meta Ads only

Reach — people reached, added up by day. Frequency is impressions per person reached.
Clicks and Cost per click use link clicks, the same way Meta's own default columns do.
Results — sales, leads and conversations started, each counted once. The line underneath is your cost per result.
Ad recall lift, Video plays and Post engagement, for awareness, video and engagement campaigns.

Google Ads only

All conversions — every conversion action, including ones not counted under Conversions.
Interactions, Video views and Search impression share (how often your ad showed out of the times it could have, on Search).

The campaigns table

Columns follow the same meanings: Spend, Conv., Cost / conv., plus Results on Meta and Impr. share on Google. Above the table you see how many campaigns are running and how many are not.

Orders, revenue and ROAS

These columns appear when a store is connected.

With store orders that can be traced back, Orders and Revenue count your store's own paid orders whose buyer came from that campaign's ad (last click), after refunds.
Otherwise, revenue is credited to the campaign whose lead form the contact submitted first.

If no lead-form submissions have been attributed yet, revenue and ROAS stay blank, not zero. Blank means "can't be traced yet", not "earned nothing".

A dash (—) means there is no data for that figure in the period. It does not mean zero.

Next: set the date filter to the period you care about, then compare Cost / conv. across campaigns, not just Spend.

Where Paid Ads is and what it showsPaid Ads shows the spend and results of your Google Ads and Meta ad accounts in one place. Open Marketing Manager in the sidebar, then Paid Ads.Why my ad campaigns or numbers aren't showingMost gaps on the Paid Ads pages come down to sync timing, the date filter, or the account picker. Work through these in order.See the leads from your ad formsThe Leads page lists every submission from your Meta and Google lead forms, including the ones that did not become contacts. It is not in the tab strip: press Ctrl+K (or ⌘K on a Mac) and search for Ad leads.

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