# Store summary

> The Store page in one read: every tile of the Store section and of each ad platform, what each number covers, and the check that credit adds up.

The **Store** page is the first page of the Store group in the sidebar of a site. It puts the money of a store on one screen: what the store sold, what it spent on ads, what each ad platform earned, and what was left. This page explains every tile, so you can tell a number the store recorded from one an ad platform reported.

The date range and the comparison of the top bar apply, as on the other pages. Filters do not. The model menu at the right of the top bar decides which visit gets the credit for an order: see [Attribution models](/docs/attribution-models). The page starts on Last click, and the model you pick is kept in the address, so a link you share opens on the same model.

Under the heading a short line names the period, the model, the currency and the lookback, for example "Last 7 days · Last click · USD · 30-day lookback". Every report of the Store group starts with that line, and the Profit report leaves the model and the lookback out because nothing on it depends on them.

## What each number covers

Each tile carries a small tag, and its tooltip says what the number covers:

| Tag | What the number covers |
| --- | --- |
| store | Orders paid in the period, before refunds. These are the orders your store recorded |
| credited | Orders the chosen model credits to a channel, a campaign or an ad |
| estimate | Credited, where part of the credit came from purchases a platform reported after a view. An estimate from daily totals |
| platform | What an ad platform reports about itself: impressions, clicks and the purchases it claims |
| spend | Spend as synced from the ad platform or uploaded as a CSV, in the account currency |
| costs | Worked out from the cost settings and cost lines of the site |
| refunds | Refunds dated in the period, whatever day the order was placed |

A credited number and a platform number answer different questions. Credited revenue is counted from the visits Clear Saga saw before an order, and each order is credited once. Platform revenue is what Meta or Google says its ads were worth, and two platforms can both claim the same order. Keeping the two side by side shows how far each platform's own count runs ahead of your store.

## The Store section

| Tile | What it shows | Tag |
| --- | --- | --- |
| Revenue | The amounts of the paid orders | store |
| Orders | How many paid orders | store |
| Average order | Revenue divided by orders | store |
| New customers | Orders that were a customer's first order | store |
| Returning share | Returning orders out of new and returning ones. Orders without a customer key are left out | store |
| Refunds | Refunds issued in the period | refunds |
| Net profit | What is left after every cost: see [Profit report](/docs/profit-report) | costs |
| Margin | Net profit divided by revenue after refunds | costs |
| Ad spend | Spend of every ad platform in the currency of the report | spend |
| Blended ROAS | Revenue credited to an ad platform, divided by all ad spend | credited |
| MER | All revenue divided by all ad spend | store |
| CPA | Ad spend divided by the orders credited to an ad platform | credited |
| Cost per new customer | Ad spend divided by the new customer orders credited to an ad platform | credited |

Net profit and Margin appear once the site has a cost: a product cost, a cost rule or a cost line. The ROAS tiles and CPA appear once the site has ad spend.

Blended ROAS and MER both put the revenue over all of the spend. MER takes every order. Blended ROAS takes only the revenue the model gives to an ad platform, so an order an email or a search brought in does not make your ads look better. [Which ads earned sales](/docs/which-ads-earned-sales#columns) gives every formula.

Each tile shows the change against the comparison period and a small line of the period, one point per hour, day or week. A cost going down shows as a good change.

Ad platforms report spend per day. A range that starts in the middle of a day counts the part of that day it covers: a range of the last hours that began yesterday afternoon counts yesterday's spend by the share of yesterday's hours inside it, and all of today's so far. So Ad spend, MER and the ROAS tiles cover the same hours as the orders.

## One section per ad platform

Below the Store section comes one section per ad platform that has spend, each with its logo: Spend, ROAS, Platform ROAS, Orders, Revenue, CPA, NC-ROAS, Impressions, Clicks, CTR, CPC, CPM, Platform purchases and View purchases. A platform that had spend before but none in this period keeps its section, with a line that says so.

ROAS uses credited revenue. Platform ROAS uses the revenue the platform reports. View purchases are purchases the platform counts after someone only saw an ad. They earn credit only under the two view models, and then as an estimate.

On a phone, a "Jump to section" menu in the top bar scrolls to a platform, and the tiles sit two to a row.

## Credited equals store revenue

The card under the sections checks, for every day of the period, that the credit given out adds up to the store's revenue for that day: the credit of every channel, plus the orders that could not be tied to any visit. With whole cents shared out, it always does, and the card reads "Checked" with the number of days. If it ever shows a drift, the credit of that period is wrong by the amount it names. [Attribution models](/docs/attribution-models#reconciliation) explains why the check exists.

## Spend in another currency

Amounts are never converted. Spend billed in a currency other than the currency of the report is listed in a note below the sections and left out of every total, so it never changes a ROAS or MER. Costs set in another currency than the report's, such as a cost line or the fixed shipping and fee of each order, are listed in a note under the Store tiles and left out of Net profit and Margin.

## Before there is spend

A site without orders shows a panel to connect the store in place of the sections. A site with orders and no spend shows the Store section and then a panel that says how to add spend: upload it as a CSV under Settings, Costs, as [Costs and CSV upload](/docs/costs) explains. Ad accounts cannot be connected yet: see [what works today](/docs/status).

The Overview of a site also has a small Store card with Ad spend, Blended ROAS, MER and Net profit for its date range, and a link to this page.

**Next:** [Which ads earned sales](/docs/which-ads-earned-sales), [Attribution models](/docs/attribution-models), [Profit report](/docs/profit-report)