How to read the Overview

Overview is the big picture of the project. It has three pages: Paid media, Insights and Seasonality.

Paid media

Paid media shows cost, impressions, clicks, conversions, value and ROAS for the chosen period, for all connected platforms, with the All / Google Ads / Meta Ads filter.

• The comparable clicks are ad clicks from Google and link clicks from Meta. Other Meta interactions appear separately.
• Reach is not added up across platforms: each platform counts people in its own way.
• The “Google + Meta = All” check shows, for the same period and in the same time zone, how the total is made up.
• Currency: if a Meta account reports in a different currency than the project, money totals are not added up. Admetriva does not convert currencies; use the per-platform columns.
• Paused or deleted campaigns keep their cost from the days they ran.

With only one platform connected, Overview talks only about that platform: the platform filter and the total check disappear.

“Platform-reported” and “Attributed by Admetriva”

• Platform-reported conversions: Google conversions plus Meta purchases, each according to its own platform's model. Each platform claims its own conversions, so the sums can overlap. They are not unique people or orders.
• Attributed by Admetriva: starts from the real orders measured by tracking, counted only once, and splits the credit across channels. See Product attribution methodology.

For the business total, use the Admetriva figures. For optimizing inside a platform, use the platform's figures.

Leads, purchases, conversions

Meta leads, Meta purchases and Google conversions are never added into a single number. A lead generation project sees leads and cost per lead; an e-commerce project sees conversions, value and ROAS.

Insights

The Insights page answers “What is worth checking today?”: the project's signals, in order of importance. The top three also appear on Paid media. See How signals and recommendations are generated.

Seasonality

Seasonality compares months with each other, and the current year with last year. A month is “complete” only if it has ended and has no missing days in the import. The current month is compared fairly: the completed days of the month with the same days last year.

The period and today

When the period includes today, Overview says “The period includes today: provisional data”. See How to read the data status.