Marketing
Did your ad money come back this period, and which channel and country brought it?
This is the only page that puts Shopify sales and every ad channel's spend in the same row.
Meta and Google numbers here come from your own store's sales, not from what the ad platforms claim they caused.
The cards
Total SalesTotal SalesYour true top line and the anchor for every efficiency metric. · MERMERWhole-business marketing efficiency across every channel.Under 30% is healthy · ROASROASRevenue earned for every ad dollar spent.4 or more is healthy · NCPANCPAWhat it costs to win a first-time buyer. · AOVAOVYour average order size, and a direct lever on revenue. · Ad SpendAd SpendRead it next to ROAS and sales; spend only helps if the return holds. · MetaMetaWeigh against Meta's own revenue and ROAS. · GoogleGoogleCompare its return with your other channels. · % Meta% MetaHow concentrated your budget is on one channel.60% or more is healthy · % Google% GoogleYour budget mix toward Google.50% or more is healthy
Read this row in one pass and you know the next budget move: add, shift, or leave it alone.
Each card carries a small trend line and a change figure against the comparison period.
Read them in three moves
- Did it come back? MER first. ROAS is the same division upside down, so read one, not both.
- Where did it go? Ad Spend, then the Meta and Google cards, then % Meta and % Google for the mix.
- What did it buy? Total Sales, then NCPA against AOV.
Three pairs worth checking
MER + Total Sales. MER climbing while Total Sales sits flat means ads got more expensive before the revenue shows it. That gap is your warning window.
NCPA + AOV. NCPA above AOV means a first order from a new customer loses money on the day. That is a decision about repeat buying, not a mistake — but it has to be a decision you made on purpose.
% Meta + MER. A budget sliding into one channel while MER worsens means you are scaling the channel that is getting worse.
The charts
The cards give you the period. These give you the day it turned, and which platform turned it.
Marketing Spend
Stacked bars per day: Meta spend and Google Ads spend. Hover a bar and the tooltip adds total ad spend for that day and each channel's share of it.
Buying more of everything
Both channels grew. Fine if sales grew faster — the next chart down answers that.
The mix moved to Google
Google took over the day-to-day spend. Ad accounts drift on their own when a campaign runs out of budget.
The mix moved to Meta
More of the budget now sits on one platform. One channel carrying the budget carries the risk too.
Both pulled back
You spent less. That is only a win if the revenue held up better than the budget.
Sales & Marketing Spend
Bars are Total Sales, the line is Marketing Spend, day by day. The tooltip shows that day's spend as a share of that day's sales — daily MER without leaving the chart.
Growth you paid for
Both lines rose together. Whether it was worth it is the share, not the shape.
Stop and look
You paid more and got less. This is the one corner that never waits.
Free money
Sales grew while spend fell. Usually organic, a repeat wave, or a promotion doing the work.
Shrinking
You bought less traffic and sold less. Normal after a cut — the question is the ratio.
Meta Ads
Daily CTR as a line and CPC as bars, straight from your Meta ad account.
Popular and pricey
People still click, the auction just costs more. Season, competitors, or a wider audience.
Worn out
Fewer people click and each one costs more. The clearest fatigue signal on this page.
The creative is working
More clicks for less money. Rare, and usually short — check it again in three days.
Cheap and ignored
Clicks got cheaper because fewer people wanted them. Cheap traffic nobody wanted is not a saving.
Google Ads
The same two lines from Google Ads: daily CTR and CPC. Read it against search intent rather than creative — on Google, a falling CTR usually means the keywords stopped matching what people typed.
A busier auction
Your ads still match what people search for; someone else is bidding harder for the same words.
The keywords drifted
You are paying more to appear for searches that fit you less well.
Sharper matching
Better fit between what people search and what your ad says. Google charges less for that.
Quiet
Usually less competition or less demand, not a smarter account.
The tables
One of these names the country your other markets are paying for. The other tells you the hour of the day by which your ad money is already spent.
Both use the same set of measures. The difference is what one row means.
Country
One row = one country. Sales come from Shopify; the Meta and Google spend on that row comes from each platform's own country breakdown.
Columns: MERMERWhole-business marketing efficiency across every channel.Under 30% is healthy · ROAS · Total Sales · AOV · OrdersOrdersA simple, powerful demand signal; watch its trend. · Meta · Google · Ad Spend · % Meta · % Google · NCPA — each with a % △ beside it against the comparison period.
Opens sorted by Total Sales, highest first.
How to scan it
- Sort by Ad Spend, highest first.
- Look across at MER, then at the total row at the bottom.
- The row that matters: heavy spend with MER worse than the total row. That country is being funded by the rest of the business.
Second pass: read % Meta and % Google down the column. A country funded almost entirely by one platform is one policy change away from going quiet.
Hour
One row = one hour of the day, in your shop's timezone. Opens sorted by hour, earliest first.
It carries three columns the Country tab does not: Cum. Ad SpendCum. Ad SpendHelps you see how quickly spend is ramping during the day. · Cum. Total SalesCum. Total SalesShows how revenue builds through the day. · Cum. MERCum. MERShows overall efficiency up to this hour.. Each is the running total from midnight up to that hour.
NCPA, % Meta and % Google are not on this tab.
How to scan it
- Read down Cum. MER to the hour you are in now.
- Look at the
% △beside it — that is the same hour of the comparison day. - The row that matters: the hour where Cum. MER crosses the number you would not accept for a whole day. Everything after it has to earn that back.
Filters
Only one filter here narrows sales and ad spend together. The others cut sales while the spend stays whole, which makes your MER read worse than the business did.
The date range drives every card, chart and tab, and it sets the comparison period behind every % △.
Country works here — it narrows Shopify sales and each platform's spend together. On the Hour tab it does not: the tab replaces the table with "Ads data by Hour does not support country filter."
Customer Type and Source of Order narrow sales only. Ad spend has no such split, so leave them off when you are reading MER, ROAS or NCPA.
Every table has a chart/table switch, an Export button and a Search box. Switch to a chart and you get a dimension picker, a metric picker of up to three measures at once, and a Compare tick box that draws the previous period behind the current one.
The insight cards above the numbers are generated for this page. Click one to open its detail.
Watch out for
MER and ROAS cannot disagree. They are the same two numbers divided the other way round. Two cards, one fact.
The Meta Ads chart is not the Meta pages. This chart uses Meta's all-clicks CTR and CPC. The Meta section shows CTR (Link) and CPC (Link), which count only clicks that went to your site. Both are right; they will never match.
Pick today as your date range and the cards compare today so far against the same hours of the comparison day. That only happens for a single day that is today — every other range compares whole days.
A customer type or source filter left on shrinks sales without shrinking ad spend, so MER and ROAS read worse than the business actually did.
Do this first
Sort the Country tab by Ad Spend, highest first, and read the MER column against the total row at the bottom.
The first country where those two disagree is the one budget conversation worth having this week.
See yoursYour MER, spend and sales by country and by hour, for the range you pick.
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