# Campaigns explore The Campaigns explore has one row for each property, day, source, medium, campaign and campaign ID, for every source and not only campaigns. Each row holds the visits that arrived that way, the conversions credited to it and the ad spend uploaded for it on the Ad spend page. Use it for spend, cost per visit, cost per conversion and return on ad spend, and to compare attribution models side by side. ## Good to know - Every metric adds up over the rows. Visits, credited conversions and spend are each added up to a row before they meet, so a day's spend is never repeated once per visit. Counts of distinct visitors are in the [Visits](/docs/analytics/visits) explore alone. - Visits count as they arrived; conversions count as credited. **Credited conversions** are last touch, **First-touch conversions** go to each journey's first touchpoint, and **Linear conversions** share each conversion equally. Each model's conversions add up to **Conversions** over every source, and are dated on the day they happened. - A conversion's journey is the visitor's touchpoints in the 90 days up to it, and the Attribution dashboard's **Organic** and **Direct/Internal** switches decide which channels it holds. By default Organic Search, Organic Social, Referral and AI Assistants are in, and Direct and Internal are out. See [Attribution modelling](/docs/analytics/attribution-modelling). - Spend is matched to visits by **Campaign ID** first, and otherwise by source, medium and campaign, lower-cased and trimmed. **Match** says how each row's spend met its visits, and **Spend matched to visits** below 90% usually means the ads' links do not carry the tags the spend files say they do. ## Used on dashboards Charts on these [dashboards](/docs/analytics/dashboards) are built on the Campaigns explore: - **Acquisition: where do people come from?**: Channels and Campaigns & spend - **Attribution: which channel gets credit?**: Credit - **Retention and cohorts**: Lifetime value ## Dimensions The Campaigns explore has 11 dimensions. ### When ::field-table | Dimension | Type | Description | | --- | --- | --- | | Date | Date | The day, in the organisation's reporting time zone: the day a visit began, the day a credited conversion happened, and the ad account's day of the spend. Time intervals: Day, Week, Month, Quarter, Year. | :: ### How the row's traffic arrived ::field-table | Dimension | Type | Description | | --- | --- | --- | | Channel | String | On a row of visits, how they arrived; on a row of mid-visit touches, how the campaign reached the visitor; on a row of credited conversions, the channel of the touchpoint they are credited to; on a row of spend, the channel its source and medium read as. Every value is Channel's in the page view explore, over the touch's own page view for a mid-visit touch. | | Platform | String | The ad platform the spend was uploaded for, and on a paid campaign's visits and credited conversions the platform its spend is from. Empty where no spend was uploaded. | | Source | String | Where the traffic came from, as the Visits explore's Source reads it, lower-cased: the campaign source a link carried, else the ad network of its click id, else a search engine's name, else the referring domain, else (direct). On a row of spend, the source the campaign's links carry. | | Medium | String | How the traffic came, as the Visits explore's Medium reads it, lower-cased; on a row of spend, the medium the campaign's links carry. | | Source / medium | String | Source and medium together, such as google / cpc or newsletter / email. | | Campaign | String | The campaign, lower-cased. Where spend was matched to a campaign's visits by its id, the name the spend file gives it, its latest where the campaign was renamed, so visits whose links carry only the id sit beside their spend. | | Campaign ID | String | The ad platform's campaign id, which a link carries as utm_id and a spend file names beside the campaign. Spend is matched to visits by it first, because it survives the campaign being renamed. | :: ### How spend met visits ::field-table | Dimension | Type | Description | | --- | --- | --- | | Match | String | How the campaign's spend met its visits. Matched by id: spend and visits share a campaign id. Matched by name: by source, medium and campaign, lower-cased and trimmed, where either has no id. Spend without visits: spend that met no visit, often an ad whose links do not carry the tags the file says they do. Visits without spend: a tagged campaign with no spend uploaded, such as a newsletter. Empty for untagged traffic. | | Paid campaign | Boolean | Whether the campaign has any uploaded spend, on any day. Its visits are paid visits, and the conversions credited to it count as paid on whatever day they happen, including a day it spent nothing. | | Site | String | The property: the one the visits began on, the one the credited touchpoint's visit began on, and the one the spend was uploaded for. | :: ## Metrics The Campaigns explore has 47 metrics. ### Spend ::field-table | Metric | Calculation | Description | | --- | --- | --- | | Spend | Sum | What the ad platforms charged, from the files uploaded on the Ad spend page, in the organisation's reporting currency. Only as recent as each platform's last upload. | | Impressions | Sum | Impressions, as the ad platforms reported them. | | Ad clicks | Sum | Link clicks, as the ad platforms reported them: not every interaction with an ad. | | CTR | Ratio (%) | Ad clicks per impression. | | CPC | Ratio | Spend per ad click. | | CPM | Ratio | Spend per thousand impressions. | :: ### Visits, as they arrived ::field-table | Metric | Calculation | Description | | --- | --- | --- | | Visits | Sum | Visits that arrived this way, from allowed origins only, since spend has no origin: the Visits explore's count with Allowed origin true. | | Engaged visits | Sum | Visits with two or more page views, or a conversion. | | Engagement rate | Ratio (%) | The share of the visits that arrived this way that were engaged, as the Visits explore reads it. | | First-time visitors | Sum | Visits that were their device's first. | | Conversions | Sum | Purchases, leads, demo requests, newsletter signups and trial starts in the visits that arrived this way: each visit counts once for each kind it reached. | | Converting visits | Sum | Visits that arrived this way and converted: a purchase, a lead, a demo request, a newsletter signup or a trial start. | | Conversion rate | Ratio (%) | The share of the visits that arrived this way that converted: their own conversions, never credited ones. | | Revenue | Sum | Order value in the visits that arrived this way, each order once, as the Visits explore counts it. | :: ### Campaign touches ::field-table | Metric | Calculation | Description | | --- | --- | --- | | Mid-visit touches | Sum | Campaigns that reached a visitor after their visit began, such as a retargeting ad opened in a new tab: a later page view of the visit that arrived from outside the site with a campaign tag or an ad's click id the visit had not had. Each is a touchpoint conversions can be credited to, and none is a visit: the visit keeps the channel it arrived by. | :: ### Credit ::field-table | Metric | Calculation | Description | | --- | --- | --- | | Credited conversions | Sum | Conversions credited here by last touch: each to the latest touchpoint of its journey, the visitor's visits and mid-visit campaign touches in the 90 days up to it, that the Organic and Direct/Internal switches keep. By default Direct and Internal are left out, so a conversion in a Direct visit goes to the campaign that brought the visitor before, or reached them during the visit, and stays with its own visit when there is none. Over every source they add up to Conversions, and they are dated on the day they happened. | | Credited revenue | Sum | The revenue of the credited conversions, credited by last touch as they are. | | First-touch conversions | Sum | Conversions credited here by first touch: each to the earliest touchpoint of its journey, the visitor's visits and mid-visit campaign touches in the 90 days up to it, that the Organic and Direct/Internal switches keep, or to its own visit where they keep none. Over every source they add up to Conversions, and they are dated on the day they happened. | | First-touch revenue | Sum | The revenue of the conversions credited here by first touch. | | Linear conversions | Sum | Conversions credited here by linear: each split in equal shares between the touchpoints of its journey that the Organic and Direct/Internal switches keep, or given whole to its own visit where they keep none. Over every source they add up to Conversions, and they are dated on the day they happened. | | Linear revenue | Sum | The revenue of the conversions credited here by linear, split as they are. | :: ### Paid ::field-table | Metric | Calculation | Description | | --- | --- | --- | | Paid visits | Sum | Visits that arrived from a campaign with uploaded spend. | | Paid credited conversions | Sum | Conversions credited to campaigns with uploaded spend, on whatever day they happened. | | Paid credited revenue | Sum | Revenue credited to campaigns with uploaded spend. | | Paid first-touch conversions | Sum | Conversions credited by first touch to campaigns with uploaded spend, on whatever day they happened. | | Paid first-touch revenue | Sum | Revenue credited by first touch to campaigns with uploaded spend. | | Paid linear conversions | Sum | Conversions credited by linear to campaigns with uploaded spend, on whatever day they happened. | | Paid linear revenue | Sum | Revenue credited by linear to campaigns with uploaded spend. | | Cost per visit | Ratio | Spend per paid visit. | | Cost per conversion | Ratio | Spend per conversion credited to a paid campaign by last touch, the journey's last touchpoint the switches keep. Spend that met no visit is in it, since it was spent. | | Cost per conversion (first touch) | Ratio | Spend per conversion credited to a paid campaign by first touch, the journey's first touchpoint the switches keep. Spend that met no visit is in it, since it was spent. | | Cost per conversion (linear) | Ratio | Spend per conversion credited to a paid campaign by linear, each conversion split equally between the touchpoints of its journey the switches keep. Spend that met no visit is in it, since it was spent. | | ROAS | Ratio | Revenue credited to paid campaigns by last touch per unit of spend: 1.00 means revenue equals spend, before the cost of goods. | | ROAS (first touch) | Ratio | Revenue credited to paid campaigns by first touch per unit of spend: 1.00 means revenue equals spend, before the cost of goods. | | ROAS (linear) | Ratio | Revenue credited to paid campaigns by linear per unit of spend: 1.00 means revenue equals spend, before the cost of goods. | :: ### How much spend met visits ::field-table | Metric | Calculation | Description | | --- | --- | --- | | Spend matched to visits | Ratio (%) | The share of spend on days its campaign met at least one visit, by id or by name. Below 90% usually means the ads' links do not carry the tags the files say they do. | :: ### What new visitors were worth, and whether they paid back ::field-table | Metric | Calculation | Description | | --- | --- | --- | | Revenue per new visitor, 30 days | Ratio | What a first-time visitor this way bought within 30 days of arriving, averaged over those at least 30 days old. In the order's own currency. | | Cohort ROAS, 30 days | Ratio | What the first-time visitors a paid campaign acquired bought within 30 days of arriving, per unit spent to acquire them, over days at least 30 days ago: 1.00 is paid back, before the cost of goods. Revenue in the order's own currency, spend in the reporting one. | | Revenue per new visitor, 90 days | Ratio | What a first-time visitor this way bought within 90 days of arriving, averaged over those at least 90 days old. In the order's own currency. | | Cohort ROAS, 90 days | Ratio | What the first-time visitors a paid campaign acquired bought within 90 days of arriving, per unit spent to acquire them, over days at least 90 days ago: 1.00 is paid back, before the cost of goods. Revenue in the order's own currency, spend in the reporting one. | | Revenue per new visitor, 180 days | Ratio | What a first-time visitor this way bought within 180 days of arriving, averaged over those at least 180 days old. In the order's own currency. | | Cohort ROAS, 180 days | Ratio | What the first-time visitors a paid campaign acquired bought within 180 days of arriving, per unit spent to acquire them, over days at least 180 days ago: 1.00 is paid back, before the cost of goods. Revenue in the order's own currency, spend in the reporting one. | | Revenue per new visitor, 360 days | Ratio | What a first-time visitor this way bought within 360 days of arriving, averaged over those at least 360 days old. In the order's own currency. | | Cohort ROAS, 360 days | Ratio | What the first-time visitors a paid campaign acquired bought within 360 days of arriving, per unit spent to acquire them, over days at least 360 days ago: 1.00 is paid back, before the cost of goods. Revenue in the order's own currency, spend in the reporting one. | | New customers, 90 days | Sum | First-time visitors at least 90 days old who bought within 90 days of arriving. | | Revenue per new customer, 90 days | Ratio | What a first-time visitor who bought within 90 days of arriving bought in those 90 days, averaged. In the order's own currency. | | Cost per new customer, 90 days | Ratio | Spend per first-time visitor of a paid campaign who bought within 90 days of arriving, over days at least 90 days ago: what a customer cost to acquire. | ::