Ad Reporting

The Ad Report provides insight into how well your ads are performing amongst your contacts. Ad reports drill down important metrics including ad spend, ad cpa, return on ad spend and how those metrics compare to revenue generated by your ads. 

Run a New Ad Report

By default, when you run a new Ad report, the report returns key performance indicators related to the last 30 days. 

To run a new Ad report:

1. From the left sidebar, click Ad Reporting
2. Apply filters to return the report data

Once you’ve got your base report, you can apply a number of different filters to return the data points you’d like to view. 

To add additional filters to your Ad report:

1. Click + Add Report Filter
2. Select the filter(s) you’d like to apply
3. Click Apply Filters

Once you’ve applied your new filter(s), the report will return only the metrics related to contacts in your account who fit the applied cohort criteria. 

Looking for more clarity on report filters? Check out our Filter Dictionary to learn more about what each filter returns.

Understanding The Ad Report Metrics

When you run an Ad report SegMetrics returns 6 key performance indicators (KPIs) that we believe to be the most important:

• Leads: The number of contacts that fit the search conditions. If you are filtering by contacts created in this date range, this is the number of new contacts that have been added to your account during the report date range. Note: Lead count is not affected by filtering purchases.
• Customers: Customers are any contacts that fit the report filters who have also purchased a product that fits the report filters.
• Revenue: The amount of money that you will make if all invoices are paid in full, otherwise known as sales. Collected Revenue can be found under the "Collections" report.
• Ad Spend: The amount of ad spend across all of your ads. This data is imported straight from your ad platform and includes ads that may or may not be currently set up to be tracked in SegMetrics.
• Ad CPA: The amount spent on ads to acquire the leads in the cohort. If you are looking at the acquisition cost for new leads, make sure that you select "In Date Range" in the filters.
  - Calculation: Ad Spend / Number of Leads
• RoAS: Return on Ad Spend calculates how much revenue you are generating for each dollar you spend on ads. If you filter your report to only include leads who came in from an ad, this will give you an accurate assessment of how much return you are getting on each of your ads. 100% means that you have made back all the money you spent on ads.
  - Calculation: Revenue / Ad Spend

Save Your Ad Report

When you save your Ad report, the report can be quickly accessed from the Saved Reports area in your account. The report will save all applied filters.

To save your report:

1. From the top of the report, click Save
2. Give the report a name
3. Select the Preview KPI
4. Select either Timespan or Rolling
5. Click Save Report

To access your saved reports, click "Saved Reports" from the left sidebar in your account

Table vs. Chart Report Views

Beyond the 6 KPIs displayed in your Ad report, the report also returns that data at a more granular level. Directly below the KPIs, you’ll notice the report can be broken down into either a Table or Chart (default) view. 

Chart View:

The Chart is a visualization of the data returned from the report cohort. Since this is a Ads report, the chart defaults to a line chart that displays how your ads are performing over the date range set in the report. 

You can use the filter drop-down to switch up the data you’d like to view. Switching up the filters in the chart will not affect the 6 KPIs returned in the report.

Table View:

The Table view in your Ad report breaks your metrics down even further. When you click into the table view, the report breaks your metrics down by different metrics based on the report cohort. 

You can switch up the data displayed inside of the report table by modifying the filter located at the top of the table.