01
Metrics with a stated formula
MER is net store revenue divided by total ad spend for the same period and timezone. CPA names its target conversion. Gross revenue is a separate, clearly named variant.
Reports where every number shows its source
MER, blended CAC, CPA and platform ROAS by client, channel, campaign, ad set, ad and product. The store is the source of truth for orders and each platform keeps its own attribution.
Floating cards and figures are examples on sample data, not a customer account.
1The proof
Every number comes with its receipt.
Sample data, fictional brand. This is how Reports shows a figure: the value, where it came from, the formula behind it and when it was last updated.
MER, last 30 days3.42Source and formulaShopify net revenue / ad spendUpdated12 min ago
Blended CACEUR 18.40Source and formulaTotal ad spend / new customersUpdated12 min ago
Meta ROAS2.9Source and formulaMeta attribution onlyUpdated25 min ago
TikTok spendnot measuredSource and formulaNot connectedUpdatednever shown as 0
Rule: every number shows its source, formula and update time. A missing source reads "not measured", never 0.
2Part of Measure
Reports: what it does.
One of four areas of the product, sharing the same client record, roles and log.
02
Platform ROAS is never added up
Meta, Google and TikTok attribute conversions differently, so each ROAS stays on its own row. Blended numbers such as MER and CAC come from the store.
03
Missing means not measured
A source that is not connected shows as not measured, never as zero. That keeps MER from being silently inflated.
Works with
5 platforms, read-only first
Connections start read-only. Writing is switched on per account, only after you grant the rights.
At a glance
Stated up front
- things it does
- 3
- steps start to finish
- 4
- platform connections
- 5
- limits stated
- 2
3The data path
How the data moves. Source to screen.
Lines draw as you scroll. Platforms on the left are read-only first, Reports sits on the one client record, and each output keeps its receipt.
ShopifyBuiltWooCommercePlannedMeta AdsBuiltGoogle AdsBuiltGoogle Analytics 4BuiltROASfinityReports
Metrics with a stated formula
Platform ROAS is never added up
Missing means not measured
Sources are read first, the numbers are stored once per client, and every output shows its source, formula and update time.
How the work moves in Measure
The same four moves apply to every module in this area.
- 1 ReadConnected sourcesOrders, spend and results come from the store and ad platforms, read-only first.
- 2 ComputeFixed formulasMER, CAC and the rest are defined once, in the open, the same for every client.
- 3 ShowSource on every numberEach figure carries its source, formula and the time it was updated.
- 4 FlagNot measured, never zeroWhen data is missing the screen says so, instead of showing a made-up value.
4The routine
How it works, step by step.
From first connection to the number a client sees.
- 1
Connect sources read-only
Store, ad accounts and analytics come in with read access first.
Step 1Connect sources read-onlyexample - 2
Pick client, period and timezone
Orders and spend are normalised to one currency and timezone, with the original values and the rate kept.
Step 2Pick client, period and timezoneexample - 3
Read the figure with its proof
Every number carries its source, formula and last update.
Step 3Read the figure with its proofexample - 4
Share it
Send a report or give the client a link to the same numbers.
Step 4Share itexample
5In use
Built for businesses like these. Example scenes.
Photos are stock images that show the kind of business this is built for. They are examples, not customers.
Stock photos and example labels, not customers.
6In practice
Common mistakes, and a short checklist.
General practice for this kind of work, not a claim about any one tool.
Adding platform ROAS across channels
Platforms overlap, so the total can exceed the store's revenue. Show MER as the headline and label each platform figure.
Changing definitions between months
A new revenue rule or window breaks the series. Write the definition on the report and date every change.
Hiding gaps behind zero
Write 'not measured' with the reason. A zero looks like a result.
A short checklist
Your ticks stay in this browser only.
7Honest limits
What it will not claim, and what it works with.
What it will not claim
- Platform attribution differs by design and is not merged into one ROAS.
- A change followed by a drop is an observation. The change log adds context, season and a comparison period.
Works with
Connections are read-only first and go live only after the platform access is approved.
Built: the connector exists in the product and goes live per account once access is granted. Planned: not built yet.
Used instead of
Teams often use tools such as AgencyAnalytics or Triple Whale for this. Our comparison pages are drafts being verified.
8Related modules
Same room, next door.
Modules that share this client record, these roles and this log.
MeasureCreative analyticsResults by creative ID, version, format, hook, offer and persona, joined to spend.Read more→LaunchChange logEvery change with before and after, author, reason, time, API response and what happened next.Read more→MeasureSignalsAlerts for inactive accounts, rejected ads, CPM and CPA jumps, weak spend, broken URLs and stale connectors.Read more→MeasureEmailRead-only email results from Klaviyo, Mailchimp, Brevo, Resend, SendGrid and Postmark next to store and ad numbers.Read more→
9Guides
Learn more. Short guides.
Short guides on the numbers and routines behind this module.
GuideMER vs ROAS: which number an agency should reportPlatform ROAS tells you how an ad platform scores itself. MER tells you how the business did. A client review needs both, clearly labelled.6 min read→GuideWhy your MER is wrong: currencies, time zones and refundsMost disagreements between a store and its ad reports are not strategy problems. They are mismatches in how two data sets were cut.5 min read→
10FAQ
Questions about reports.
Why does MER differ from other tools?
Definitions differ. Here MER is net store revenue divided by total ad spend for the same period and timezone, and the formula is shown next to the number. A gross revenue variant is available and named as such.
Are refunds and cancelled orders separate?
Yes. Paid, refunded and cancelled orders, tax and shipping are separate fields, so a report never mixes them silently.
Can I report in another currency?
Amounts are normalised to a chosen currency. The original values and the exchange rate used are kept with every figure.
Run the next client review from one screen.
We open one agency at a time, with your own accounts connected read-only first.