What you’re looking at
The Commercial Impact tab connects your marketing activity to business outcomes - website conversions and the efficiency of your paid advertising. It pulls from your Google Analytics 4 (GA4) account and your connected ad platforms (Google Ads, Meta Ads).
Tile definitions
Ad Conversion Rate
The percentage of users who complete a desired action (such as making a purchase, signing up, or filling out a form) after interacting with an ad — calculated by dividing the number of conversions by the total number of clicks (or impressions) and multiplying by 100.
Data source: Google Ads API and/or Meta Ads Manager API. |
Total Ad Spend
The total amount spent on paid advertising across all connected platforms in the period. Media spend only - does not include agency management fees or creative production costs.
This is the same metric shown as “Total Cost (Paid Media)” on the Executive Summary.
Data source: Google Ads API and/or Meta Ads Manager API. |
CPA (Cost Per Acquisition)
The average cost of generating one conversion through paid advertising. Formula: total ad spend ÷ total conversions. Uses GA4 new customer event to track conversions. A rising CPA isn’t automatically a problem if the quality or value of conversions has increased - always read alongside ROAS and total conversion volume.
Data source: Google Ads and/or Meta Ads and GA4. |
ROAS (Return on Ad Spend)
How much revenue your paid advertising generated for every £1 spent. A ROAS of 3.0× means £3 of revenue was attributed to every £1 of ad spend. A higher figure means more revenue per pound of spend.
The formula used may vary by account depending on available revenue data - ask your account team for the specific calculation applied to your dashboard.
Data source: Ad platform conversion value data (Google Ads / Meta Ads) and/or GA4 e-commerce data. |
Chart definitions
90 Day CPA (chart)
A trend line chart showing how your CPA has moved over the last 90 days, with a previous-period comparison. Useful for spotting seasonal patterns or the impact of campaign changes on efficiency over time.
90 Day ROAS (chart)
A trend line chart showing how your ROAS has moved over the last 90 days. Use this to understand whether ad revenue efficiency is improving or declining as a trend, rather than reacting to any single period’s figure.
Google Conversions (chart)
The daily volume of conversions attributed to your Google Ads campaigns, compared to the previous equivalent period. Uses Google Ads’ own attribution model.
Meta Conversions (chart)
The daily volume of conversions attributed to your Meta (Facebook/Instagram) Ads campaigns, compared to the previous equivalent period. Uses Meta’s own attribution model (7-day click + 1-day view by default).
What counts as a conversion?
The conversion event tracked on this tab is defined separately in each ad platform:
Google Ads conversions are the goals configured in your Google Ads account (e.g. form submission, quote start). These may not match GA4 goal completions exactly.
Meta conversions are the events tracked via the Meta Pixel or Conversions API on your site.
Understanding the conversion metrics
There are several conversion-related metrics across the dashboard. Here’s how they differ:
Metric | What it measures | Data source |
Ad Conversion Rate | % of website visitors who completed a tracked goal | Google and Meta Ads |
CPA (Cost Per Acquisition) | Average ad spend per conversion | Google Ads / Meta Ads and GA4 |
Google Conversions | Daily volume of conversions from Google Ads | Google Ads |
Meta Conversions | Daily volume of conversions from Meta Ads | Meta Ads Manager |
Campaign label glossary
You may see campaign names in the ad platform data that include shorthand terms. Here’s what they mean:
Term | What it means |
TOFU | Top of funnel — campaigns targeting people at the awareness stage, not yet familiar with your brand |
MOFU | Middle of funnel — campaigns targeting people who are aware of your brand and considering it |
BOFU | Bottom of funnel — campaigns targeting people who are close to converting (e.g. retargeting) |
ABO | Ad Set Budget Optimisation — budget is set and controlled at the individual ad set level |
ASC | Advantage+ Shopping Campaign — Meta’s automated campaign type that uses machine learning to optimise delivery |
PMAX | Performance Max — Google’s automated campaign type that serves ads across all Google channels from a single campaign |
Last updated: April 2026