Ad spendStarter+
Where ad spend comes from and how it is shared between orders and products.
Ad spend is a period cost: platforms report it per day, not per order. Marginful takes it out of contribution profit for each day.
Sources
- Connected ad platforms: synced every hour. See Ad platforms.
- Imported ad spend: for platforms you do not connect, import a file with Smart import.
Spend in another currency is converted to your reporting currency with that day's rate. See Currencies.
Sharing ad spend between orders
To show profit per order and per product, Marginful shares each day's ad spend between that day's orders. Choose how in Settings → Store & tax → Allocation & inventory:
| Option | How a day's spend is shared |
|---|---|
| By share of revenue (default) | In proportion to each order's net revenue |
| By share of orders | Equally between the day's orders |
| By attributed conversions | By the orders that attribution credits to ads |
Spend on a day with no orders reaches no order. It still reduces store net profit.
Platform-reported figures
Ad platforms also report revenue and conversions they attribute to themselves. Marginful shows these with the label Platform-reported, because several platforms often claim the same order. For a figure where each order counts once, use Real ROAS.
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