In the following, we are covering what the abbreviations of the metrics you see in your Ads Manager stand for.
Conversion metrics on Campaign, Ad group, and Ad level
- R = ROAS (return on ad spend)
- (Orders) = Amount of Purchases
- Rev = Revenue
- CPO = Cost per Order
- AOV = Average Order Value
- CR = Conversion Rate (Orders / uPV)
- uATC *1,2 = Amount of unique Add to Cart events
- uCV *1 = Amount of unique content views (triggered by viewing a Product Page)
- uPV *1 = Amount of unique page views
*1 We show the unique values since they give more insights regarding purchase intent than the cumulated metrics. It's not beneficial to know that a person put 16 items in the cart, this would distort the numbers, so the quality of your decision might decline.
*2 custom integration; contact your Account Manager for a quote
Overall Account Metrics
Orders & Revenue (Gross), ROAS, CO/CAC:
Shows the cumulative result for all campaigns, ad groups, or ads in the view area of your Ads Manager (great for filtering and comparison)
If you are for example on the Ad level, you see the accumulated sales and revenue for all visible ads on your screen.
Total-Orders & Total-Revenue (Gross), Total-ROAS, Total-CPO/CAC:
Shows the total result of the selected time period of your store in the Ads Manager (great to understand the totals generated through this ad account)