UpChannels
Ads Metrics
Every plan

Where each number comes from,
and what it does not measure.

This is the companion to Ads Insights: a column-by-column account of its two tabs. Half of every weekly row is what Google Ads reports for your account; the other half is what your store recorded that week. They sit side by side and are never blended into one return figure.

Clicks, impressions, cost and conversions as Google Ads reports themStore Revenue, Sales Orders, Items Sold and Door Traffic from your own recordsNo per-sale attribution, ROAS or ROI, and the page says so
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Column by column

What your store recorded, and what Google reported

Both halves of a row cover the same Monday to Sunday, from midnight Monday in your store’s time zone, so a row is always about one week.

The store half

Money when it came in,
sales when they were made.

Store Revenue is the money received on sales that week, less refunds, whatever the order’s status. Sales Orders and Items Sold count the sales completed, delivered or shipped, in the week each became a sale. That is why the two can move apart: they run on two different clocks.

Store Revenue is the same revenue the Dashboard and the Sales Report read
Quotes, returns, scrap and cancelled orders are left out of Sales Orders and Items Sold
A line under the table says which column counts what
Door Traffic counts each person’s day once; a link from the walk-in log can fill it in
The Google half

Google’s figures,
in the account’s own currency.

Clicks, impressions, cost and conversions are Google Ads’ figures for the week. CTR, Avg CPC and Conv Rate are worked out from them. Cost and Avg CPC are in your ad account’s own currency, named in the Google Ads Data heading, and nothing is converted.

Campaigns: the enabled or paused campaigns with data that week; removed ones aren’t counted
Conversions can show decimals, because Google counts part-conversions
Comparing two accounts, each side keeps its own currency
Google’s weeks start on Monday, and the Week column shows that Monday
Trends and Key Insights

How the trend and
the Key Insights are worked out.

Week-over-Week Trends and Performance Changes are percentage changes between two counts the page already shows. Key Insights are fixed rules over those changes, written as one line each — not a forecast and not advice about your account.

The week still running is left out of Week-over-Week Trends
For Cost and CPC, a drop shows green and a rise red
Campaigns and Accounts comparisons always use the last 30 days
With no rule met, Key Insights shows one general line, Performance Analysis

What these numbers do not measure.

A week of store revenue includes walk-ins, repeat customers and referrals the ads had nothing to do with. Dividing one total by the other would give a confident number that is not true, so Ads Insights sets the two side by side and leaves the judgement to you.

For the customer who saw an ad and came in, ask at the counter: the walk-in log’s Where from field feeds the Sources tab of the Lost sales report, on every plan.

See Lost Sales & Walk-ins
Which sale came from which click
Rows are weeks, not orders. Nothing traces a receipt back to an ad.
ROAS or ROI
Not calculated. Divide Store Revenue by Cost yourself, or in the export, knowing Store Revenue includes every sale, from ads or not.
Facebook and Instagram ads
Not loaded. Ads Insights reads Google Ads only.
Store sales on the comparison tab
Performance Comparison compares Google Ads numbers only.
Foot traffic from a sensor
Door Traffic is what your team logs in the Daily Journal.
Money in one currency
Ad money stays in each account’s currency; two accounts in different currencies are marked not comparable.
Common questions

Ads measurement questions, answered

Can UpChannels tell me which sale came from which ad?
No. Ads Insights works a week at a time: a week of Google Ads clicks, cost and conversions sits on the same row as the Store Revenue, Sales Orders, Items Sold and Door Traffic your store recorded that week. It does not follow a customer from a click to a receipt, and it does not calculate ROAS or ROI. The closest thing it has is what your staff ask at the counter: the walk-in log’s Where from field, read on the Sources tab of the Lost sales report.
Where do the conversion numbers come from?
From your Google Ads account, as Google reports them for the week; they can show decimals, because Google counts part-conversions. UpChannels does not add conversions of its own. Conversion tracking is set up in Google Ads; it is part of what our team does when it runs a store’s Google Ads as a service.
How are CTR, average cost per click and conversion rate worked out?
CTR is clicks divided by impressions, Avg CPC is cost divided by clicks, and Conv Rate is conversions divided by clicks — for each week in the table, and for the whole range on the summary cards.
Which currency is the ad cost in?
The ad account’s own, as Google reports it: the Google Ads Data heading names it and the account dropdown shows it after the ID. Nothing is converted, so 412.90 euros is shown as 412.90 euros. When Google has not reported the currency, both say Currency unknown and the amount is a plain number, never dollars. Store Revenue is your store’s own money, in US dollars.
Why does the week-over-week trend skip this week?
Because a week still running is not comparable with a finished one. Week-over-Week Trends compares the last complete week with the week before; the current week stays in the table with its numbers so far. With fewer than three weeks in the range the chip reads “Insufficient data for comparison”, so pick Last 30 days or a month.
Can UpChannels change my bids, budgets or campaigns?
No. Ads Insights only reads: it has no controls for bids, budgets, keywords or campaigns, and disconnecting it changes nothing in Google Ads. If you want someone to make those changes, our team runs Google Ads as a separate service: Google Ads & Business Management.
Which plan do I need to see these numbers?
Every plan, Basic included, with Export (CSV, Excel or a letterhead PDF) on every plan too. Ads Insights is part of the subscription, not an add-on.

Ads Metrics Explained is one part of UpChannels

This page explains how UpChannels Ads Insights counts each number for small retailers and service businesses. Clicks, impressions, cost and conversions are Google Ads’ figures for each Monday-to-Sunday week, in the ad account’s own currency and never converted; CTR, average cost per click and conversion rate are worked out from them. Store Revenue is the money received on sales that week less refunds, Sales Orders and Items Sold count sales completed, delivered or shipped, and Door Traffic comes from the Daily Journal. Ads Insights does not attribute sales to clicks or calculate ROAS or ROI, and it is included in every plan, Basic included.

UpChannels is an all-in-one platform for small retailers and service businesses — sales, inventory, customers, scheduling, delivery, payments and finance in one system — and a real team that builds your website, runs your ads, and automates the busywork. The parts below share one set of records, so there is no integration to wire up between them; the pricing page shows which plan includes each one.

See plans and pricingEverything the software doesSetups by business type

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The product moves faster than this page. UpChannels ships updates most weeks, so a description here can lag what is already in the software. Where the two disagree, the running product is the current version — tell us if you find one and we will correct the page.

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