Key Metrics: Spend, Purchases & Profit

Ad Spend shows how much money you've invested in advertising for this campaign, ad set, or ad. This comes directly from Meta Ads Manager.

This is the cost side of your profit calculation.

Purchases represent the number of orders attributed to this ad/campaign. This is based on Meta's conversion tracking and Attribo's attribution logic.

Profit is the key metric in Attribo. It's calculated as Revenue - Ad Spend - Fees - COGS.

Positive profit means the ad is making money. Negative profit means it's losing money and should be optimized or paused.

Return on Ad Spend (ROAS) shows revenue per dollar/euro spent. While useful, ROAS doesn't account for fees and COGS, so profit is a more accurate metric for decision-making.