# Campaign Report

> Evaluate ad performance, compare attributed conversions with actual sales, identify underperforming campaigns, and optimize ad spend across Meta Ads, Google Ads, and TikTok Ads. Drill down from campaign level to ad level and calculate ROAS from real numbers.

The Campaign Report combines ad platform data (spend, impressions, clicks) with AnyTrack conversion data (purchases, leads, `revenue`) in a single view. Identify which campaigns generate conversions, compare ad platform reports against actual conversions, and pause underperforming campaigns directly from the report.

## How It Works

The report blends three data sources into one view:

<Cards columns={3}>

  <Card title="Ad Platform Data" icon="fa-rectangle-ad" iconColor="blue-500">
    Campaign structure, ad spend, impressions, clicks, and attributed conversions fetched from Meta Ads, Google Ads, and TikTok Ads.
  </Card>

  <Card title="Client-Side Data" icon="fa-browser" iconColor="blue-500">
    Sessions, pageviews, outbound clicks, and form submissions captured by the AnyTrack Tracking Tag on your website.
  </Card>

  <Card title="Server-Side Data" icon="fa-server" iconColor="blue-500">
    Purchase, lead, and registration events received from conversion source integrations (Shopify, affiliate networks) via API or webhook.
  </Card>

</Cards>

> 📘 **Why**
>
> These three sources combine in one report, so you see metrics like ROAS calculated from actual ad spend and actual `revenue`—not estimates.

## Evaluate Campaign Performance

Columns marked with the AnyTrack icon show data measured directly from your integrations (actual conversions). Columns like `Amount Spent` and `Attributed Results` come from the ad platform.

<Image alt="Columns with the AnyTrack icon show actual conversion data from integrations." align="center" width="85%" border={true} src={readmeAsset1} caption={"Columns with the AnyTrack icon show actual conversion data from integrations."} />

The `ROAS` column combines both: actual ad spend from the ad platform divided by actual `revenue` from your conversion sources.

<Image align="center" width="85%" border={true} src={readmeAsset2} />

Use `ROAS` to identify campaigns not covering their own cost (ROAS below 1.0) and pause them directly from the report.

## Attributed vs. Actual Conversions

The Campaign Report shows two types of conversion data side by side:

| Column | What It Shows | Source |
|--------|--------------|--------|
| Attributed Results | Conversions the ad platform attributes to the campaign based on its own model | Meta Ads, Google Ads, TikTok Ads |
| Purchase (AnyTrack) | Conversions AnyTrack tracked and matched to a campaign via `UTM` parameters | Your conversion source integrations |

These numbers typically differ. Ad platforms apply their own attribution windows, post-view attribution, and conversion modeling (especially after iOS 14). AnyTrack reports based on server-side data matched to the last click.

> ❗ **Discrepancies**
>
> Small differences (5-15%) between attributed and actual conversions are expected. If the gap exceeds 30%, check for missing UTM parameters or duplicate Tracking Tags. See the [Verify Your Setup](/docs/verify-and-validate-anytrack-setup) guide.

## Key Features

### Add and Customize Columns

Add metrics from four groups: Conversion Rates, Tracking Events, Costs, and Performance. View all available metrics in [Advanced Options](/docs/advanced-options-campaign-report#available-metrics).

<Video alt="Customize columns by selecting metrics to add to the Campaign Report." align="center" border={true} src={readmeAsset3} caption={"Customize columns by selecting metrics to add to the Campaign Report."} />

### View Campaign Conversions

Select a campaign, click the pencil icon, and choose **View Conversions** to see all conversion events for that campaign, ad set, or ad. Filter further by event type or integration.

<Video alt="View all conversion events for a specific campaign, ad set, or ad from the Campaign Report." align="center" border={true} src={readmeAsset4} caption={"View all conversion events for a specific campaign, ad set, or ad."} />

### Campaign Drill Down

Click on any campaign to drill down into its ad sets and individual ads, with a full metric breakdown at each level.

### Pause and Resume Campaigns

Select a campaign and click **Pause** or **Resume** to control it directly from the report.

> ⚠ ****
>
> Pausing or resuming a campaign in AnyTrack will pause or resume it in the ad platform (Facebook, Google, etc.) in real time.

### Report Templates

Choose from pre-built column templates for eCommerce, lead generation, or affiliate marketing . or fully customize the columns for your specific needs.

## Traffic Sources

| Source | Meaning |
|--------|---------|
| social / facebook | Organic traffic from Facebook (post links, Messenger, shared links . no ad click) |
| google | Organic traffic from Google (no ad click) |
| google / cpc | Google paid click. The `gclid` parameter was detected but no campaign ID was found. Ensure the [Google Ads UTM template](/docs/utm-parameters) is installed. |

> 📘 **UTM**
>
> Without UTM parameters on your ads, AnyTrack cannot match conversions to specific campaigns. Campaign data shows as "(not set)". See the [UTM Parameters guide](/docs/utm-parameters) for setup instructions.

## Platform Limitations

Campaign metrics (`Amount Spent`, `Attributed Results`, `Attributed Revenue`) are available for **Meta Ads, Google Ads, and TikTok Ads** only. For Microsoft Ads, Taboola, and Outbrain, check these metrics in their respective dashboards. This does not affect conversion data sent to their Conversion APIs.

---

<FaqAccordion
  title="Frequently Asked Questions"
  icon="fa-duotone fa-circle-question"
  items={[
    {
      question: "Why are my Attributed Results higher than my AnyTrack Purchase count?",
      answer: "Ad platforms use their own attribution models, including post-view attribution and conversion modeling. Facebook may attribute a sale to an ad the user only viewed but never clicked. AnyTrack reports based on last-click attribution matched via UTM parameters. Small differences (5-15%) are normal."
    },
    {
      question: "Why do I see (not set) for campaign names?",
      answer: "This means UTM parameters are missing from your ad URLs. AnyTrack uses UTM parameters to match conversions to campaigns. Add the UTM tracking template to your ads following the guides for Facebook UTM or Google Ads UTM in the documentation."
    },
    {
      question: "How quickly do ad platform metrics update in the report?",
      answer: "AnyTrack fetches campaign data from ad platforms periodically. AnyTrack conversion data appears in near real-time. Ad platform metrics like spend and attributed results may take 1-3 hours for Google Ads and 15-60 minutes for Meta Ads to update."
    },
    {
      question: "Can I compare conversions from different attribution windows?",
      answer: "AnyTrack is not limited to the 7-day post-click window that Facebook applies by default. Since AnyTrack tracks conversions server-side with its own attribution, you can see conversions that occurred beyond the ad platform default attribution window."
    },
    {
      question: "Why are campaign metrics missing for Microsoft Ads or Taboola?",
      answer: "AnyTrack only fetches campaign-level data (spend, impressions, attributed results) from Meta Ads, Google Ads, and TikTok Ads. For other platforms, check their native dashboards for these metrics. AnyTrack conversion data still flows correctly to all connected platforms."
    }
  ]}
/>

---

<Cards columns={2}>

  <Card title="Advanced Options" icon="fa-sliders" iconColor="blue-500" href='/docs/advanced-options-campaign-report'>
    Full list of available metrics, column groups, and configuration options.
  </Card>

  <Card title="UTM Parameters" icon="fa-link" iconColor="blue-500" href='/docs/utm-parameters'>
    Set up UTM tracking templates for accurate campaign attribution.
  </Card>

  <Card title="Conversion Events" icon="fa-receipt" iconColor="blue-500" href='/docs/conversions-report'>
    View individual conversion events with full customer journey details.
  </Card>

  <Card title="Landing Page Report" icon="fa-file-lines" iconColor="blue-500" href='/docs/landing-page-report'>
    Analyze performance by landing page to see which pages convert best.
  </Card>

</Cards>