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Analyze results

As indicated earlier, it takes several days for the ads to be accepted by Google and Facebook. You will receive a notification as soon as the ads are active. 

Tip: To make sure your ads are visible then you can view the number of impressions via the channels tab (see image below).

In the overview above, you can see the results of the campaigns by channel, such as revenues and costs, among others. Results can be displayed at various levels, namely based on:

  • Campaigns
  • Master ads
  • Ads

The overview quickly shows which campaign, master ad, ad is running well, allowing you to make adjustments easily. You can easily turn off ads that are not converting well. 

Note: It may sometimes be the case that the account does not perform as you would expect. The reason can be multifaceted. Performance is affected by e.g. seasonal influences or there is a comparison with a previous year while the CPC market has increased etc. However, it can also be due to the settings in AdScale E-commerce, such as e.g. the content written or a periodic campaign that is not on etc.

Campaign, master ads & ads results

There are three ways to analyze results more specifically, namely at the campaign, master ad or ad level. For campaigns you click on 'all campaigns', then you can click on 'Master ads' at the top to view all master ads. There is also the option to see all ads at once via 'ads', however, it is then not clear under which master ad this falls. Therefore, we recommend clicking on the master ad for the ads, on the right side, and then click on 'ads' at the top, as shown below.

Key Performance Indicators

Results can be read off based on the KPIs below.

  • Impressions → How often the ad is visible
  • Revenue → Proceeds
  • Orders → Quantity of orders
  • Cost → Cost of ads
  • ROAS → How much each euro brought in. 200% means doubled. 
  • Conv. Rate → Amount of visitors who convert
  • Cpc → Cost that of a click
  • CTR → Percentage of people who clicked on ad
  • Clicks → How many times the ad was clicked on
  • Budget and goal (visible in campaign only) 

Not every KPI is immediately visible. You can add them by clicking on the icon shown in the image (3 dashes)

The funnel icon allows for easier insight, when there are multiple ads. Finally, there is the option to download the results to a CSV file (see the last icon). 


Specific information can be displayed via the top bar, as indicated earlier. The information can be requested based on the following options: 

  • Channels
  • Devices
  • Locations (n/a at master ad and ad level)
  • Age (n/a at master ad and ad level)
  • Gender (n/a at master ad and ad level)

Here again the KPIs can be changed.

In the right corner, you can change the time frame. 

Note: It does not automatically adjust this to the day itself. At the beginning of the month, it will switch to that month. Hence, we often choose a manual time frame.

By selecting 'compare to previous period' you can see how the results have changed compared to the previous period. Sometimes there have been fewer orders but the costs are down and the revenues are up. This makes it clear that the amount of orders does not say everything.

Under the channels tab, manually enable/disable certain channels. 

Note: AdScale E-commerce is self-learning, the tool itself sees when one channel is doing better than another and will mainly direct the budget towards that. If you adjust something yourself then this can disrupt the algorithm.

Orders tab

Below each level it is visible whether there was an order. This shows which channel the orders came from and what the revenues versus costs were. 

Note: It will frequently happen that certain orders are not measured by the browser and browser settings and then they are also not measurable by AdScale. The reason may be that the 'thank you' page is not displayed properly or that a special plugin is installed that causes problems and increasingly because the privacy settings of the browser prevents this. Of course, orders can then be found in the Business Information section that gets its information from the shop.

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