> ## Documentation Index > Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt > Use this file to discover all available pages before exploring further. # Total Revenue, AdRoll > Total Revenue for AdRoll stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Key Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ad Platform](/nerve-centre/connectors#connectors-by-type) ## At a glance > AdRoll-attributed conversion value. **`SUM(conversion_value)`** for every purchase event AdRoll's pixel + server-side tag captured within the configured attribution window, summed across line items at the advertisable level. This is AdRoll's *self-reported* revenue, not the truth from your commerce platform; the two often disagree by 20, 50% post-iOS ATT. See *Reconcile* for the gap explanation. | | | | -------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | Sum of `conversion_value` for purchase events tagged with AdRoll's pixel or sent via Conversions API, attributed back to a click or view on AdRoll inventory inside the attribution window. Includes display retargeting, prospecting, native, video, and email-orchestrated conversions if all channels are tagged. | | **Cost basis** | N/A for revenue. (For ROAS pairing: divide this by [`adr_total_spend`](/nerve-centre/kpi-cards/adroll/total-spend) to get account-level ROAS.) | | **Currency** | Advertisable currency, single. AdRoll does not normalise multi-currency conversion value; if your pixel sends events in mixed currencies, the figure is meaningless. Configure pixel currency consistently per advertisable. | | **Conversion attribution** | **Last-touch with view-through credit.** AdRoll's default is 30-day post-click + 7-day post-view, configurable per advertisable. Click conversions get 100% credit; view conversions get 100% credit if no click in the window touched the same conversion. Cross-platform deduplication is the merchant's responsibility (AdRoll claims any conversion that touched its inventory regardless of last-click on Meta or Google). | | **Attribution window** | **30-day click + 7-day view** (default). Wider than Meta's post-iOS-14.5 7d/1d default, narrower than Google's 30d/1d default. Window is account-level, not line-item-level. Tightening to 7-day click typically drops reported revenue by 15, 30%. | | **iOS 14.5+ ATT impact** | **Severe.** AdRoll's retargeting model depends on cross-site cookie tracking and third-party identifiers. ATT removed IDFA on iOS, Safari ITP killed third-party cookies. Without server-side tagging (AdRoll's Conversions API or Pixel Server-Side), reported revenue typically under-states real AdRoll-driven revenue by 25, 50% on iOS-heavy audiences. With server-side live, gap narrows to 10, 20%. **The card cannot correct for this**; it reports what AdRoll reports. | | **Bot / invalid traffic** | Conversion-side IVT filtering is post-billing; AdRoll removes detected fake conversions before they hit `conversion_value`. Real-world IVT-conversion rate is \<0.5% on properly tagged accounts; if you see purchases with no order in the commerce platform, your pixel is misfiring (most likely on the cart-abandon flow, double-firing on add-to-cart). | | **Time window** | `T/7D/30D vsP` (default 30D vs the prior 30D). Real-time updates with up to 4-hour ingest lag on "today"; view-through conversions can keep accumulating for up to 7 days post-impression. | | **Alert trigger** | `drop >20% vsP`. A 30-day-vs-prior-30-day drop greater than 20% fires the alert. The usual cause is pixel breakage (most common), an ATT-related audience shrink, or a creative refresh that hasn't yet warmed up. | | **Roles** | owner, marketing, finance | ## Calculation Calculated automatically from your AdRoll data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading. ## Worked example A UK homeware DTC brand running AdRoll for site retargeting + lookalike prospecting + cart-abandon orchestration. The 30-day window is 02 Apr 26 to 01 May 26. Account currency GBP. AdRoll Conversions API server-side tagging is live (rolled out 18 Mar 26). | Channel | Spend (£) | Conversions | Conversion value (£) | Per-channel ROAS | | ------------------------------------- | ----------- | ----------- | -------------------- | ---------------- | | Site retargeting (web visitors, 30d) | 6,800 | 412 | 58,400 | **8.59×** | | Lookalike prospecting (purchaser LAL) | 4,200 | 84 | 9,200 | **2.19×** | | Cart-abandoner email + display | 1,900 | 196 | 26,800 | **14.11×** | | Brand-safe contextual prospecting | 800 | 12 | 1,400 | **1.75×** | | **Account total (this card)** | **£13,700** | **704** | **£95,800** | **6.99×** | Shopify-side total revenue for the same period: £218,000. Of that, UTM-tagged AdRoll-source revenue: £52,400. GA4 *Display* channel attributed revenue: £61,200. What the revenue pattern tells you: 1. **The headline £95,800 is what AdRoll claims; the truth is closer to £55, 65k.** Real AdRoll-driven Shopify revenue (probabilistic blend of UTM truth, GA4 display attribution, and AdRoll's own measurement) is in that range. Don't quote £95k to the CFO without the gap caveat. **The honest read is "AdRoll is contributing £55, 65k of Shopify revenue per month at £13.7k spend, business ROAS 4, 4.7×."** 2. **Cart-abandon orchestration at 14.11× is mostly cannibalised email revenue.** Many of those buyers would have completed the purchase via your existing Klaviyo cart-recovery sequence anyway. AdRoll's email + display add-on claims credit alongside Klaviyo for the same orders. **Run an A/B holdout (10% of cart abandoners get no AdRoll touch) for 30 days to measure incremental value**, expect the "real" lift to be 30, 50% of claimed. 3. **Retargeting at 8.59× is in-band for warm-audience retargeting.** Typical retargeting ROAS sits at 6, 10×; if you're seeing \<5× on retargeting, audience match rate is degraded (usually iOS / Safari ITP shrink). If you're seeing >12× consistently, you're probably defending revenue you'd already capture organically (same dynamic as Branded Search on Google). 4. **Prospecting at 2.19× is acceptable cold-audience performance** for retargeting platforms. Pure cold prospecting on AdRoll typically lands 1.5, 3×, lower than Meta or TikTok cold audiences because AdRoll's prospecting inventory is mostly GDN remnant. If prospecting is the growth lever, Meta or TikTok will outperform. 5. **Pre-CAPI on this account, conversion value was reading £71,400 on £15,200 spend (4.7× ROAS).** The CAPI rollout in March lifted reported revenue by \~34% (catching iOS conversions Pixel-only had missed). The lift is real measurement, not inflation; the underlying business performance was the same. 6. **iOS share is 47% on this account.** ATT and Safari ITP impact is material; CAPI is closing most of the gap but expect a residual 10, 20% under-report on iOS retargeting line items. Plan a creative + audience refresh on retargeting line items every 21, 28 days; ATT-eligible audience pools shrink fast and creative-fatigue accelerates the decline. Quick sanity tests: * Revenue up + spend up = healthy scaling, the optimiser is finding incremental conversions. * Revenue down + spend up = scaling beyond the efficient frontier. Cap spend, refresh creative, audit per-line-item ROAS. * Revenue flat + spend down = budget cut without channel deterioration; channel is still healthy. * Sudden revenue drop with spend stable = pixel breakage (most common, check pixel diagnostic in AdRoll dashboard) or ATT audience collapse. * Revenue dropped 20%+ but Shopify revenue is stable = AdRoll is losing claim on conversions Meta or Google are now winning. Attribution shift, not real loss. ## Sibling cards merchants should reference together Total Revenue on its own only tells you what AdRoll claims. Pair it with these to know whether the revenue is real and incremental: | Card | Why it matters next to Total Revenue | What the combination tells you | | ------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------- | | [Total Spend](/nerve-centre/kpi-cards/adroll/total-spend) | The cost side. Revenue without spend context is meaningless. | Revenue and spend rising together = healthy scale; revenue rising while spend rises faster = efficiency loss. | | [ROAS](/nerve-centre/kpi-cards/adroll/roas) | The ratio. The headline efficiency reading. | Revenue rise driven by ROAS holding above 4× = green light; revenue rise driven by ROAS dropping below 2× = stop signal. | | [Conversions Trend](/nerve-centre/kpi-cards/adroll/conversions-trend) | The volume side. Conversions × AOV = revenue. | If revenue moved without conversions changing, AOV changed (mix shift, currency drift, or a refund spike). | | [Conversion Rate Trend](/nerve-centre/kpi-cards/adroll/conversion-rate-trend) | Funnel efficiency. Click-to-conversion rate. | Falling CR while revenue holds means you're getting more clicks for the same conversions, audience-quality drift. | | [Conversion Lag](/nerve-centre/kpi-cards/adroll/conversion-lag) | View-through latency. How many days after impression do conversions land? | Critical for retargeting / native. Today's spend may credit revenue 3, 7 days from now. Lag rising signals iOS attribution stress. | | [Clicks vs Conversions](/nerve-centre/kpi-cards/adroll/clicks-vs-conversions) | The broken-tracking canary. Clicks rising while conversions stagnate = pixel issue. | Most common cause of false revenue alerts. Confirm pixel health before reacting to a revenue drop. | | [Revenue by Campaign](/nerve-centre/kpi-cards/adroll/revenue-by-campaign) | Per-line-item attribution. Which campaigns drove the headline number? | Headline revenue hides huge variance. Cart-abandon orchestration typically eats 30, 50% of credit on accounts that run it. | | [GA4 Revenue by Channel](/nerve-centre/kpi-cards/google-analytics/revenue-by-channel) | Independent attribution check. GA4 *Display* + *Referral* attribution should roughly match AdRoll's claim. | If AdRoll claims 2× what GA4 sees on Display, AdRoll is over-claiming. Common post-iOS without proper CAPI dedup. | | [Shopify Total Revenue](/nerve-centre/kpi-cards/shopify/total-revenue) | The truth side. Real business revenue. | Real AdRoll-driven Shopify revenue (UTM-tagged) is typically 40, 70% of AdRoll's claim. Use the gap to size your CFO read. | ## Reconciling against the vendor's own dashboard **Where to look in AdRoll's own dashboard:** > [AdRoll Dashboard → Reporting → Performance Report → "Conversion Value"](https://app.adroll.com/reporting) (filter to the same advertisable and date range used in this card). The "Conversion Value" column matches the field this card sums. AdRoll's *Home* tile and *Reporting → Custom Report → Group by Day* both surface the same number for the chosen window. For a sanity check, the *Conversions* column × the *Avg Order Value* column should equal Conversion Value within rounding. **Why our number may legitimately differ from AdRoll itself:** | Reason | Direction | Why | | ----------------------------- | ---------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | **Time zone** | Boundary days off | AdRoll uses the advertisable's configured time zone. Vortex IQ uses UTC. For a 30-day window the gap averages out; for "today" or "yesterday" the boundary can shift figures meaningfully. | | **Ingest lag** | Ours lower for "today" | AdRoll Reporting API has a 2, 4 hour lag on conversion events; view-through conversions can keep accumulating for up to 7 days post-impression. Today's number is structurally low. | | **Attribution model changes** | Direction depends | If you change the attribution window (e.g. 30d-click → 7d-click) mid-period, AdRoll retroactively reflows the data; this card matches whatever the current model says. A 30d→7d switch typically drops reported revenue 15, 30%. | | **Pixel currency mismatch** | Ours could be wrong | If your pixel sends conversion events in mixed currencies (e.g. some in GBP, some in USD without conversion), AdRoll's `conversion_value` becomes meaningless. Confirm pixel sends a single currency per advertisable. | | **Modeled conversions** | Ours matches AdRoll UI | AdRoll auto-fills attribution gaps with statistical modeling for ATT-blocked iOS conversions. Both this card and the AdRoll UI read the blended (real + modeled) number. Modeled fill is typically 8, 18% of conversion value for Pixel-only accounts. | | **Removed line items** | Ours captures them | Deleted (not paused) line items are hidden from the AdRoll UI; the API still returns historical conversions. Our card includes them. | **Why the BUSINESS revenue often differs from this card (the important one):** The `conversion_value` AdRoll reports is what the pixel + Conversions API saw, attributed back through AdRoll's last-touch model. That value flows from your tag setup: * If the pixel sends *order revenue with VAT*, AdRoll reports VAT-inclusive revenue (matches what the customer paid). * If the pixel sends *only first-purchase value* (a common cap), AdRoll under-reports returning-customer revenue. * If the pixel sends *modelled value*, AdRoll includes some imputed revenue that wasn't actually paid. For the *true business read* (the one the CFO cares about), divide [`shopify.total_revenue`](/nerve-centre/kpi-cards/shopify/total-revenue) attributed to AdRoll UTMs by AdRoll spend. The two figures should be within 30, 50% post-CAPI; bigger gaps usually mean (a) commerce-platform attribution disagrees with AdRoll's window (different click windows, different last-touch logic), (b) the pixel is misconfigured, or (c) iOS / Safari ITP impact is degrading attribution despite CAPI. **Cross-connector reconciliation:** This card is *AdRoll's view of AdRoll-driven performance*. The same purchase will be claimed differently by every platform with a tag in the path: | Card | Expected relationship | What causes legitimate divergence | | ------------------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------- | | [`google_analytics.ga_revenue_by_channel`](/nerve-centre/kpi-cards/google-analytics/revenue-by-channel) | GA4 *Display* + *Referral* (AdRoll-tagged) revenue ≈ this card × 0.6, 0.85 | GA4 uses last-non-direct-click; AdRoll uses last-touch within 30d-click + 7d-view. AdRoll over-claims on view-through that GA4 ignores. | | [`shopify.total_revenue`](/nerve-centre/kpi-cards/shopify/total-revenue) | (AdRoll `conversion_value`) is structurally larger than UTM-tagged AdRoll Shopify revenue, often 1.5, 2.5× | View-through credit + iOS modeling inflate the AdRoll number relative to UTM-only Shopify attribution. The "true" answer sits between the two. | | [`criteo.cri_total_revenue`](/nerve-centre/kpi-cards/criteo/total-revenue) | Independent retargeting platform. Comparable benchmark only. | Different audiences, different inventory, different attribution defaults. No reconciliation. | | [`facebook_ads.fac_total_revenue`](/nerve-centre/kpi-cards/facebook-ads/total-revenue) | Different funnel position. Meta is top + retargeting; AdRoll is mostly retargeting. | Both will claim overlapping conversions. Sum exceeds Shopify truth, that's the multi-platform double-claim pattern. | ***
Documentation cross-reference (AdRoll Conversions API rollout impact) A clean Conversions API + Identity Graph rollout typically lifts AdRoll-reported revenue by **20, 40%** in the 7, 14 days following implementation, as AdRoll backfills previously-missed iOS and Safari conversions. The lift is real measurement, not inflation. Annotate the Change History below when CAPI goes live so future revenue-trend reads can account for the step-change. After CAPI is stable, modeled-conversion fill should drop from \~20% to \~8, 12% of `conversion_value`. If modeled fill stays above 20% post-CAPI, your CAPI implementation has gaps (most commonly: missing `event_id` deduplication or partial event-type coverage).
## Known limitations / merchant FAQs **My AdRoll says £95k revenue but Shopify shows £52k from AdRoll UTMs, which is true?** Both are true; they measure different things. AdRoll's £95k is *AdRoll-attributed* revenue: every purchase that touched AdRoll inventory inside the 30-day-click + 7-day-view window. Shopify's £52k is *UTM-tagged* AdRoll-source revenue: only orders where the customer's last referrer carried AdRoll UTM parameters. The gap (£95k vs £52k) is structural and expected. Drivers: 1. **View-through credit**. AdRoll claims any purchase from a user it served an impression to within 7 days, even if the user later arrived via Google search, an email, or direct. Shopify only sees the last UTM. 2. **iOS / Safari ITP**. AdRoll's UTM strip-rate is 30, 50% on Safari and iOS-app-WebView traffic; those orders show as Direct in Shopify but are still counted by AdRoll's pixel. 3. **Modeled conversions**. AdRoll auto-fills attribution gaps with statistical estimates; that revenue exists in AdRoll's number but not in Shopify's UTM count. **Practical answer**: real AdRoll-driven Shopify revenue is between the two, typically 60, 80% of AdRoll's claim. Use a weighted blend (40% AdRoll claim + 60% UTM-Shopify) for the CFO read. **Why is my AdRoll revenue dropping despite stable spend?** In order of likelihood: (1) **Pixel breakage**. Most common cause. Check the *Pixel Diagnostic* in AdRoll → Account → Pixel; broken events show as warnings. (2) **iOS audience pool collapse**. ATT opt-out continues to grind audience match rates down over time; if you haven't refreshed creative or expanded audiences in 30+ days, the same audience is being re-targeted with diminishing returns. (3) **Cross-platform competition**. Meta or Google launched a new campaign that's now winning last-click on conversions AdRoll used to claim. The conversions still exist; AdRoll just lost claim. (4) **Commerce platform CR drop**. The conversion path itself broke (checkout error, payment provider issue). Cross-check [Shopify Conversion Rate](/nerve-centre/shopify/ecommerce_conversion_rate). (5) **Promo period rollover**. AdRoll-attributed revenue during a 30%-off campaign rolls into normal post-promo; revenue compresses by the promo discount. **iOS 14.5 ATT impact, what does it mean for AdRoll specifically?** ATT and Safari ITP hit AdRoll *harder* than top-of-funnel platforms because AdRoll's entire model is cross-site retargeting based on third-party cookies and IDFA. Without those, AdRoll cannot reliably: * Identify a user across sites (the basis of retargeting). * Tie a conversion back to the impression that influenced it. **Net impact**: pre-ATT, AdRoll retargeting reach on iOS was 85, 95% audience match rate. Post-ATT (without server-side tracking), match rate dropped to 25, 40% on iOS. With AdRoll Conversions API + Identity Graph live, match rate recovers to 55, 75%. **Action**: roll out CAPI immediately if you haven't, and treat AdRoll's reported revenue as directional, not exact. Use [Shopify](/nerve-centre/kpi-cards/shopify/total-revenue) UTM-tagged revenue as the floor. **What's the practical AdRoll Conversions API rollout playbook?** 1. **Shopify**: AdRoll has a native Sales Channel app; one-click install enables CAPI. Auto-deduplicates Pixel + CAPI via `event_id`. 30-minute setup. 2. **BigCommerce**: AdRoll BC app + manual CAPI via Tag Manager + custom event\_id. 2, 4 hours. 3. **Adobe Commerce / Magento**: AdRoll extension + custom server endpoint. 1, 3 days. 4. **Custom / headless**: Build a server-side proxy mirroring Pixel events. 1, 2 weeks. 5. Test in AdRoll → Pixel → Server-Side Events tab; if dedup is working, both Pixel and CAPI events show but AdRoll credits one per conversion. 6. **Allow 7, 14 days for retraining** before judging the revenue lift; AdRoll's models recalibrate over that window. **How do I interpret modeled conversions on AdRoll?** AdRoll auto-fills attribution gaps with statistically-modeled values (similar to Meta and Google). Modeled fill is rolled into `conversion_value` invisibly. Patterns: * **Pre-CAPI**: modeled fill \~18, 28%. Inflated. * **Post-CAPI clean**: modeled fill \~6, 12%. Healthy. * **Post-CAPI but still high (>20%)**: implementation gaps; audit `event_id` deduplication and event coverage. You cannot opt out of modeling. Trust the rolling 30-day, not the daily. **Why is AdRoll's reported revenue almost always higher than GA4's Display revenue?** GA4's Display channel uses last-non-direct click attribution; AdRoll uses last-touch within 30d-click + 7d-view. The view-through window is the biggest difference, GA4 will not credit a Display channel for a view-through that didn't get a click; AdRoll will. Expect AdRoll to claim 30, 60% more revenue than GA4 sees on the Display channel. This is structural, not a misconfiguration. **Should I trust today's revenue?** No. Today is structurally low because (a) Reporting API has a 2, 4 hour lag, (b) view-through conversions can keep accumulating for up to 7 days post-impression, (c) modeled-conversion fill takes up to 72h to converge. **Use the rolling 7-day for actionable reads.** **Multi-currency setup, how does revenue work?** AdRoll advertisables are single-currency. Multi-currency merchants run separate advertisables per currency. This card is per-advertisable; there is no unified-currency total. To roll up across currencies for a CFO read, FX-convert at month-end rates externally. **Is AdRoll's revenue incremental or cannibalised?** The single hardest question on retargeting. Most warm-audience retargeting (cart-abandoners, recent site visitors) is partially cannibalised, those buyers would have converted anyway via email, organic, or direct. **Run a holdout test**: exclude 10% of retargetable users from AdRoll for 30 days, measure their conversion rate vs the targeted 90%. The lift is the *incremental* AdRoll revenue. Typical finding: 30, 60% of AdRoll-claimed revenue is incremental; 40, 70% is cannibalisation. Use the incremental number for true ROAS calculation. *** ### Tracked live in Vortex IQ Nerve Centre *Total Revenue* is one of hundreds of KPI pulses Vortex IQ tracks across AdRoll and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.