TrueMetriks documentation: Revenue https://docs.truemetriks.com/dashboard/revenue/ Generated from the TrueMetriks documentation. Paste the whole of this file into ChatGPT, Claude, Gemini, Cursor or any other AI. I use TrueMetriks, a server-side tracking and conversion attribution platform. It tracks my website visitors, ties every sale back to the ad that produced it, and sends those conversions back to my ad platforms. Help me with this specific task: Revenue. The Revenue page shows server-side revenue, ROAS, and profit by source, drilled down to the individual ad, plus a per-buyer table of who purchased. HOW TO GUIDE ME - This file has three parts: THE GUIDE is today's task, BACKGROUND is a prerequisite to confirm with me before you start THE GUIDE, not optional reading, and LINK MAP is the only place a real link comes from. - Ask me ONE thing at a time and wait for my answer before moving on. - At the start of every step, ask me: "do you want the written steps, or the video?" If I pick the video, give me the exact link from the LINK MAP at the bottom and wait until I tell you I have watched it. If I pick the written steps, give them to me from this file. - Only ever give me links that appear in the LINK MAP below. Never invent a URL, never guess an anchor, and if I ask for something that has no link here, say so and point me at https://docs.truemetriks.com/ instead. - Never ask me for my password, my API key, my MCP key, or any card details. You are reading me the steps; I am the one clicking in my own account. - Confirm each step worked before starting the next one. - Keep it short. I am doing this while looking at my screen, not reading an essay. - Everything you need is in this file. You do not need to browse the web. =============================================================================== THE GUIDE: Revenue https://docs.truemetriks.com/dashboard/revenue/ =============================================================================== **Video guide** VIDEO: How the Revenue page works in TrueMetriks -> https://docs.truemetriks.com/dashboard/revenue/ ## What the Revenue page shows The page has a row of headline cards, a set of attribution and audience controls, a breakdown table you can drill from channel all the way down to the exact ad, and a duration block that shows how long buyers take to convert. Everything respects the date range at the top. ## The top cards - **Total Revenue** - all purchase value attributed to this period. - **Purchases** - how many purchases happened. - **AOV** - average order value (Total Revenue divided by Purchases). - **LTV** - average lifetime value per buyer, so you can compare what a customer is worth against what you pay to acquire one. ## Attribution and audience controls These controls decide how the numbers below are calculated. Change one and the whole table recomputes. - **Attribution** - which touch gets the credit for a conversion: **First-touch** (the source that first brought the visitor in), **Last-touch** (the most recent source before the purchase), or a linear split. This is how you settle "which channel gets the sale." - **Audience** - whether to count **New + Returning**, only new, or only returning buyers. - **Conversion events** - which events count as a conversion here. Lead and Purchase are added by default; use **+ Add event** to score on any other event you send. - **Columns** - choose which metric columns the table shows. ## The breakdown table This is the heart of the page. The tabs across the top - **Source**, **Medium**, **Campaign**, **Content**, **Term** - group the rows by the matching [UTM dimension](https://docs.truemetriks.com/dashboard/utm-builder/). Each row carries the full funnel: - **Visits** and **Unique** - traffic volume. - **Lead** and **Purchase** - conversions of each type. - **Revenue** - sales attributed to that row. - **Spend** - ad spend we pulled from the connected ad platforms ([Facebook](https://docs.truemetriks.com/ad-integrations/facebook/), [Google](https://docs.truemetriks.com/ad-integrations/google-ads/)). - **ROAS** - revenue divided by spend. Green is profitable, red is below breakeven. - **Profit** - revenue minus spend. Expand a row with the chevron to drill down a level at a time - **source -> medium (paid or organic) -> campaign -> ad set -> ad** - so you can see the exact ad that made or lost money, not just the channel total. Paid rows are labelled by level with a small `CAMPAIGN`, `AD SET`, or `AD` tag (Google and TikTok read `AD GROUP` instead of `AD SET`) so you always know how deep you are. Traffic with no campaign tags rolls up into `(Direct)` (no tags and no referrer) and `(Untagged)` (a referrer but missing UTM tags), so nothing goes uncounted. Green rows are winning, red rows are bleeding spend. Use **Search** to find a source, the row count to see how many groups matched, and **Export CSV** to pull whatever is on screen. The **Total** row at the bottom sums everything in view. ## Average first-conversion duration Below the breakdown table is the duration block: it tells you how long it typically takes for someone to convert after they first find you, so you can see which channels close fast and which run a long sales cycle. Read the **median** as the headline number and the lighter **avg** beneath it as the average. The median is the outlier-safe one to trust, since a single buyer who took months to convert can drag the average up without moving the median. Each buyer contributes exactly one data point: the time from their **first tracked visit** (their first click) to their **first conversion** of the selected type. A customer who buys again next month is still one point, measured to that first purchase, so this is your true first-conversion cycle, not a repeat-purchase gap. Some conversions never had a preceding click - imported, server-side, or webhook events whose first tracked event *is* the conversion. Those are excluded from the duration math, which is why a row can show sales but a `-` in the duration column. Durations under a minute display as `<1m`. The segmented toggle at the top switches the conversion type: **Purchase**, **Lead**, or **Book a Call**. "Book a Call" counts the standard Schedule event plus any custom event you have mapped to Schedule (Calendly, GHL, webhooks). The count column relabels itself to match - **Total Sales**, **Total Leads**, or **Total Booked Calls**. The **Platforms**, **Campaigns**, **Ad Sets**, and **Ads** tabs choose how the rows are grouped. On **Platforms** each ad platform splits into paid and organic rows - **Facebook Ads** versus **Facebook Organic**, and the same for Google and TikTok. Everything you bought through Google Ads sits under the **Google Ads** row and breaks out by campaign, ad set, and ad in the deeper tabs; the standalone **YouTube** row is organic YouTube traffic, not Google Ads video. Each row carries four columns: **Name**, **Total {Sales / Leads / Booked Calls}**, **Median Duration** (bold median plus avg beneath), and **ROAS** (green at 1x or above, red below, `-` where there is no spend to compare against). A thin magnitude bar sits under each number, scaled to that column's own largest value - count bars are blue, duration bars orange, and ROAS bars green or red - so you can eyeball the leaders down a column at a glance. Vertical separators divide the columns, and the bar-less **Total** row at the bottom rolls up everything in view. A `-` anywhere means there are no attributable conversions at that level (organic platforms have no ad set or ad rows). The block honors the same date range, attribution (first, last, or any touch), audience (new, returning, or both), and traffic (all, paid, or organic) controls as the breakdown table above, so changing a control recomputes the durations the same way it recomputes the table. ## Buyers Below the breakdown is the per-buyer table - one row per customer who purchased: - **Buyer** - the customer's email, or an anonymous id if we never captured one. - **First touch** and **Last touch** - the source that first and last brought them in. - **Sessions** - how many visits they took before buying. - **Revenue** - how much they have spent in total. - **Days first to purchase** - how long from their first visit to their purchase, which tells you how long your sales cycle really is. Use the **Prev** and **Next** controls to page through the full list. =============================================================================== LINK MAP Use these exact URLs. Anything ending in a # anchor opens on that section or that video. Nothing else is a valid link. Never invent a URL and never guess an anchor. Revenue The guide ................................... https://docs.truemetriks.com/dashboard/revenue/ What the Revenue page shows ................. https://docs.truemetriks.com/dashboard/revenue/#what-the-revenue-page-shows The top cards ............................... https://docs.truemetriks.com/dashboard/revenue/#the-top-cards Attribution and audience controls ........... https://docs.truemetriks.com/dashboard/revenue/#attribution-and-audience-controls The breakdown table ......................... https://docs.truemetriks.com/dashboard/revenue/#the-breakdown-table Average first-conversion duration ........... https://docs.truemetriks.com/dashboard/revenue/#average-first-conversion-duration Buyers ...................................... https://docs.truemetriks.com/dashboard/revenue/#buyers VIDEO, How the Revenue page works in TrueMetriks https://docs.truemetriks.com/dashboard/revenue/