Metrics explained

Spend, revenue, ROAS, CPA, CTR, and conversions — definitions and formulas.

Adsevon computes every metric from your imported data using the same definitions below. There is no hidden adjustment.

Core metrics

  • Spend — total advertising cost in the selected period, summed across campaigns.
  • Revenue — attributed revenue from your data (conversion value). If your export lacks revenue, ROAS-based analysis is unavailable for those campaigns.
  • ROAS — revenue ÷ spend. A ROAS of 2.5 means every $1 of spend returned $2.50.
  • CPA — spend ÷ conversions. Your average cost to acquire one conversion.
  • CTR — clicks ÷ impressions, shown as a percentage. Measures creative/audience resonance, not profitability.
  • Conversions — counted exactly as reported in your data source.

A note on attribution

Adsevon reports the numbers your platforms report. It does not re-attribute conversions or blend models. If Meta and Google count differently, Adsevon shows each source's figures as imported — compare within a platform, not across, unless you have unified tracking.

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