Marketing Performance Center
The Marketing Performance Center brings together advertising, email, SMS, and order attribution so you can review which campaigns and channels bring customers to your store.
Find Your Way Around
Open Marketing Performance Center from the dashboard navigation. Choose a tab:
- Overview: review your marketing results, compare platforms and see your highest and lowest campaigns.
- Ads: Open Campaigns, Ad sets or Ads to search them and compare their reported sales per dollar spent. On Growth and Scale, open Creatives to compare the images and videos your ads used. On Scale, open Ad budget optimizer to see how to split your daily ad budget.
- Email & SMS: Open Email or SMS to review your Klaviyo campaigns and automated flows.
- Attribution: Open Sales by channel, Profit after ads, Customer lifetime value or Order journeys to see which channels your store orders are credited to, or Survey answers to see what customers told you. On Scale, open Marketing mix model or Region tests. See Marketing Attribution.
- Changes and alerts: on Growth and Scale, open Alerts to review your ad alerts, or Changes to see the changes waiting for approval and the changes that Nummbas made or noticed in your ad accounts. On Scale, open Ad accounts to see whether Nummbas can make changes in each account, and undo a change from Changes.
- Setup: Open Store tracking or Send to ad platforms to turn them on. Open Survey settings to set up your survey, Link tags to copy the tags for your ads, or Discount codes to link a discount code to a channel.
On Growth and Scale, when some of your active ads are missing the campaign tags Nummbas needs to match sales to them, Needs attention appears beside the tabs. Open it and choose Open link tags to fix them.
Use each page's date and connection controls to select the period and accounts you want to review. Campaign detail views bring together the available results, content, tracking parameters, and associated orders.
Platform Summary Cards
For each connected platform (Meta, Google, TikTok, Pinterest, Snapchat), you will see:
- Spend: total ad spend for the period
- Impressions: total ad impressions
- Clicks: total clicks
- CPC: cost per click
- CTR: click-through rate
- Conversions: total conversions
- ROAS: return on ad spend
Cross-Platform Metrics
A summary row shows blended metrics across all platforms:
- Total Spend: combined ad spend
- Blended ROAS: overall return on ad spend across all platforms
- Blended CAC: average customer acquisition cost
- Ad Spend as % of Revenue: how much of your revenue goes to advertising
Spend Allocation
A donut chart shows how your ad budget is distributed across platforms, making it easy to see which platform gets the most investment.
Unified Campaigns Table
Open Ads, then Campaigns, to search, filter, sort, and page through your campaigns. The table shows Platform, Campaign, Status, Type, Ad spend, Reported ROAS, Cost per click, Cost per conversion, Click-through rate, and Reported conversions.
Select a campaign name to open its review. Reported conversions and ROAS follow the advertising platform’s attribution rules; they may differ from orders matched by Nummbas. A ROAS figure alone does not show whether the campaign covers all your product and operating costs.
Creatives
The Creatives page, under Ads, lists each image and video your ads used on Meta, Google Ads, TikTok, Pinterest and Snapchat, with a preview where the platform lets Nummbas save one. Beside its ad spend, click-through rate and reported ROAS, you see the orders, revenue, profit after ads and new customers Nummbas links to it. Ads showing the same image or video in one ad account are grouped together. Results go to an image or video only when Nummbas can confirm the ad was showing it, and the rest stay with the ad. Hook rate shows the share of impressions where someone watched at least 3 seconds on Meta and Pinterest, or 2 seconds on TikTok and Snapchat. On Meta, hold rate shows the share of hook views that lasted at least 15 seconds, or to the end of a shorter video. A fatigue label compares each creative's last 7 days with the week before, so you can see which images and videos are wearing out. Creative analytics is part of the Growth and Scale plans.
Nummbas scores a creative from 1 to 100 against your own creatives, never against other businesses. A creative gets a score only when it had at least 1,000 impressions in the chosen dates and Nummbas has the result that score measures, such as its click-through rate or its profit after ads. Nummbas gives that score only when at least 5 of your creatives qualify for it. The click score compares click-through rates. The profit score compares profit after ads divided by ad spend, so it needs known profit and some ad spend. Videos on Meta, TikTok, Pinterest and Snapchat also get a hook score, because those platforms report hook views, and videos on every platform get a watch score when at least 100 views reached a quarter of the video. The hook and watch scores compare a video only with your other videos on the same platform. The click score compares a creative with your creatives of the same kind on the same platform: videos with videos, text ads with text ads, and images with your other image and carousel ads. The profit score compares all your creatives. Higher scores mean stronger results, and tied results get the same score. For videos, you also see the share of impressions in which someone watched to 25%, 50%, 75% and the end, on every platform that reports it. If you name your ads in a pattern, such as market, concept and format separated by a vertical bar, Nummbas reads those parts as tags, so you can group the table by concept across markets. Your team can also set tags by hand and keep notes on each image or video. Nummbas-FO can write a brief for new creatives from your best and weakest ones.
Changes and alerts
On the Scale plan, you can pause or resume campaigns, ad sets and ads in Meta, Google Ads, TikTok, Pinterest and Snapchat from Nummbas. You can also change campaign and ad set budgets. An ad set's budget can be changed when its campaign has no budget of its own. Google Performance Max asset groups can be paused and resumed. Ads and Google ad groups have no budget of their own.
Making a change
Open Marketing Performance Center, then Ads, then Campaigns, and use the menu on a row. Nummbas reads the current values from the ad platform and shows them next to the new value. To move budget between campaigns or ad sets, add more rows to the same change, from the same ad account or another one. Totals are shown for each currency.
Owners and admins apply a change with Apply change. Members choose Ask for approval, and an owner or admin approves or declines it. A change that nobody approves within 24 hours expires. Owners and admins find the changes waiting for approval on the Changes page, under Changes and alerts.
Nummbas checks all values before it starts. If one has changed, it makes no changes. If a value changes after work starts, Nummbas stops the remaining changes and shows which changes were already made. Budget cuts and pauses are made first, and budget increases are made only after Nummbas confirms the cuts.
Change history and undo
The Changes page, under Changes and alerts, lists every change made through Nummbas with who approved it, when, the values before and after, and the result. It also lists the status and budget changes made directly in the ad platforms that Nummbas noticed in its hourly check. Undo prepares the reverse change, which needs approval like any other change.
Allowing changes
The first time you make a change in an ad account, the ad platform may ask you to reconnect and allow changes. Your reports keep working whether or not you allow changes. On the Ad accounts page, under Changes and alerts, use Reconnect and allow changes when that button appears. For an account marked View-only user, open Integrations and reconnect with someone who can edit campaigns. If an ad platform does not let Nummbas make changes in your account, Nummbas tells you when you start a change. You can make the change directly in the ad platform.
Adding tracking tags to Google Ads
For Google Ads accounts, Add tags for me adds the Nummbas tag line to the account's URL ending, and to the endings of campaigns, ad groups, asset groups and keywords that have their own. Ads and sitelinks with their own URL ending keep it, and Nummbas lists them so you can add the tags in Google Ads.
Nummbas-FO
On the Scale plan, you can ask Nummbas-FO to pause a campaign or move budget. It prepares the change as a card in the chat, and nothing changes until an owner or admin approves the card.
Ad Budget Optimizer
The Ad Budget Optimizer plans how to split your ad budget between channels over the next 28 days. When your marketing mix model is ready, the plan comes from it and starts from each channel's daily spend in the last four weeks the model used. You can choose Same budget, which keeps that total daily spend and moves it between channels for the most sales, or Most profit, which finds the budget with the most profit. Both change each channel's spend by up to 30% from those four weeks. Until the model is ready, the plan uses the sales credited to each channel over the last 90 days. The Ad Budget Optimizer is part of the Scale plan. Find it under Ads, then Ad budget optimizer.
The plan from recent sales also applies when you choose one ad account. It keeps your current total daily spend and moves it between channels. A channel needs at least 30 days with ad spend before it can receive a suggestion. Sales are credited by last click looking back 30 days; choosing another credit model does not change these suggestions. A note under a channel's name tells you when its spend and sales do not follow a clear pattern, so you can treat its budget as a guide.
What you see
Above the table, Daily budget shows the suggested total daily spend. The next card shows expected daily sales or revenue. With a model plan, estimated daily profit appears when available. With a plan from recent sales, the third card shows expected revenue divided by ad spend.
Each table row shows a channel's average daily spend, the Daily change, the Suggested / day budget and expected sales or revenue. In a model plan, average daily spend comes from the last four weeks used by the model; in a plan from recent sales, it comes from the last 14 days with ad spend. A change that rounds to zero shows as No change.