> For the complete documentation index, see [llms.txt](https://www.analytics-docs.laplacetec.com/guide/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://www.analytics-docs.laplacetec.com/guide/en/customdashboard/custom/about_values/ads.md).

# Ad data

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Data collected from your connected ad channels (Google Ads, FB/IG, Kakaomoment, Naver GFA, etc.) is organized into categories.
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**You can't split payment amount or net sales by ad channel (media).** Ad data includes the media, but order data doesn't record which ad media an order came from. So at the product × media level, you can only see ad metrics such as ad spend, conversion revenue, and conversion ROAS.

* Check sales by media with **Conversion revenue** below (the value counted by the ad media).
* To see sales by traffic source, connect GA4 and use the [UTM and product conversion](/guide/en/dashboard/dashboard/event/utm_conversion.md) dashboard.
* To see payment amount and net sales by product together with ad metrics by product × media, build two separate tables.
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<table><thead><tr><th width="189.3828125">Measure</th><th>Description</th></tr></thead><tbody><tr><td>Impressions</td><td></td></tr><tr><td>Clicks</td><td></td></tr><tr><td>Ad spend</td><td></td></tr><tr><td>Ad spend (excl. VAT)</td><td></td></tr><tr><td>Conversions</td><td>Number of conversions to payment counted by the ad media<br>Calculated as the sum of ad media data. Sums all online/offline and shared item values.</td></tr><tr><td>Conversion revenue</td><td>Total conversion revenue counted by the ad media (incl. VAT)<br>Calculated as the sum of ad media data. Sums all online/offline and shared item values.</td></tr><tr><td>Direct conversions</td><td>Number of direct-conversion payments counted by the ad media<br>Calculated as the sum of ad media data. Sums all online/offline and shared item values.</td></tr><tr><td>Direct conversion revenue</td><td>Total direct conversion revenue counted by the ad media (incl. VAT)<br>Calculated as the sum of ad media data. Sums all online/offline and shared item values.</td></tr><tr><td>Indirect conversions</td><td>Number of indirect-conversion payments counted by the ad media<br>Calculated as the sum of ad media data. Sums all online/offline and shared item values.</td></tr><tr><td>Indirect conversion revenue</td><td>Total indirect conversion revenue counted by the ad media (incl. VAT)<br>Calculated as the sum of ad media data. Sums all online/offline and shared item values.</td></tr><tr><td>Conversion revenue (excl. VAT)</td><td>Total conversion revenue counted by the ad media (excl. VAT)<br>Calculated as the sum of ad media data</td></tr><tr><td>Direct conversion revenue (excl. VAT)</td><td>Total direct conversion revenue counted by the ad media (excl. VAT)<br>Calculated as the sum of ad media data</td></tr><tr><td>Indirect conversion revenue (excl. VAT)</td><td>Total indirect conversion revenue counted by the ad media (excl. VAT)<br>Calculated as the sum of ad media data</td></tr><tr><td>Conversion ROAS</td><td>= Conversion revenue (excl. VAT) / Ad spend<br>ROAS calculated with VAT excluded from the conversion value<br>Calculated as the sum of ad media data</td></tr><tr><td>Conversion ROAS (excl. VAT)</td><td>= Conversion revenue (excl. VAT) / Ad spend (excl. VAT)<br>ROAS calculated with VAT excluded from both the conversion value and ad spend<br>Calculated as the sum of ad media data</td></tr><tr><td>Conversion ROAS (incl. VAT)</td><td>= Conversion revenue / Ad spend<br>ROAS calculated with VAT included in both the conversion value and ad spend<br>Calculated as the sum of ad media data</td></tr><tr><td>Direct conversion ROAS</td><td>= Direct conversion revenue (excl. VAT) / Ad spend<br>ROAS calculated with VAT excluded from the direct conversion value<br>Calculated as the sum of ad media data</td></tr><tr><td>Direct conversion ROAS (incl. VAT)</td><td>= Direct conversion revenue / Ad spend<br>ROAS calculated with VAT included in both the conversion value and ad spend<br>Calculated as the sum of ad media data</td></tr><tr><td>Indirect conversion ROAS</td><td>= Indirect conversion revenue (excl. VAT) / Ad spend<br>ROAS calculated with VAT excluded from the indirect conversion value<br>Calculated as the sum of ad media data</td></tr><tr><td>Indirect conversion ROAS (incl. VAT)</td><td>= Indirect conversion revenue / Ad spend<br>ROAS calculated with VAT included in both the conversion value and ad spend<br>Calculated as the sum of ad media data</td></tr><tr><td>CPA</td><td>= Ad spend / Conversions<br>Calculated as the sum of ad media data</td></tr><tr><td>CPC</td><td>= Ad spend / Clicks<br>Calculated as the sum of ad media data</td></tr><tr><td>CPM</td><td>= Ad spend x 1000 / Impressions<br>Calculated as the sum of ad media data</td></tr><tr><td>CTR</td><td>= Clicks / Impressions x 100<br>Calculated as the sum of ad media data</td></tr><tr><td>Impression CVR (Imp. CVR)</td><td>= Conversions / Impressions x 100<br>Calculated as the sum of ad media data</td></tr><tr><td>Click CVR</td><td>= Conversions / Clicks x 100<br>Calculated as the sum of ad media data</td></tr><tr><td>Conversions (offline)</td><td>Offline conversions counted via the Conversions API, partner integrations, or manually uploaded offline data</td></tr><tr><td>Conversion revenue (offline)</td><td>Offline conversion revenue counted via the Conversions API, partner integrations, or manually uploaded offline data</td></tr><tr><td>Conversions (online)</td><td></td></tr><tr><td>Conversion revenue (online)</td><td></td></tr><tr><td>Conversions (online + offline)</td><td>Sum of online and offline conversions</td></tr><tr><td>Conversion revenue (online + offline)</td><td>Sum of online and offline conversion revenue</td></tr><tr><td>Conversions (shared items)</td><td>Conversions of shared items in purchases that include one or more shared items, resulting from an ad partner's ads</td></tr><tr><td>Conversion revenue (shared items)</td><td>Conversion revenue of shared items in purchases that include one or more shared items, resulting from an ad partner's ads</td></tr></tbody></table>