DashboardMarketing
What the advertising actually returned
The campaign you arrived on, judged on revenue after returns rather than on the number the ad platform reports.
TryCompare what the ad platform reports with what the system reports.
| Campaign | Orders | Net revenue | Spend | Return on ad spend | Return-to-origin % (by order date) |
|---|---|---|---|---|---|
| Winter Offersyou arrived herelive · Meta | 22 | EGP 52,926 | EGP 26,000 | 2.04 | 13.6% |
| Always-On Retargetingmanual | 7 | EGP 13,360 | EGP 12,300 | 1.09 | 28.6% |
The product also ranks campaigns by profit after returns, which needs scrap and handling figures this demo store deliberately does not carry. Rather than print a number the real system would compute differently, the column is left out here.
The same campaign, read two ways
Winter Offers
What happened to those orders
What the ad platform reports
2.53
What the system reports
2.04
Always-On Retargeting
What happened to those orders
What the ad platform reports
1.32
What the system reports
1.09
Both readings are honest arithmetic on the same spend. They differ because only one of them knows what happened after the parcel left.
That return rate belongs to this store — its products, its cities, its couriers. It is not a market average, and the system does not publish one.
- Campaign
- Winter Offers
- Platform
- META
- External campaign
- 000000000000000001
A campaign here is tied to a campaign on the ad platform by its identifier, so spend and results line up against the same thing. This is the part of the integration that needs no credentials to explain.
Pixels and server-side events for Meta, Google and TikTok are named as supported. The platforms are connected and verified on your own account during setup — nothing here is a live connection.
- Your order
- SS-10241
- Attribution source
- UTM link
- Channel
- Paid social
This is the third time you have met this code: it arrived with you, it came off the total at checkout, and it is one of the two readings of where the order came from. One code, carried the whole way, with no report to reconcile afterwards.
What this moved elsewhere
Why it works this way
An ad platform counts the value of orders it thinks it caused. It has no way to know which of those came back, because the parcel came back to you and not to it. Subtracting refunds and the revenue of returned orders gives a smaller number and a truer one — and in cash-on-delivery markets the difference is not marginal.
Read the documentation on this