At a glance
Criteo-attributed conversion value across catalogue retargeting, mid-funnel consideration, and Commerce Media Network. SUM(metrics.salesPostView + metrics.salesPostClick) at the advertiser-account level via Criteo Management API v2025-01. Criteo’s default attribution is 30-day post-click + 7-day post-view; this is what Criteo claims it influenced, not what your storefront ledger banks. Expect a 30 to 50% over-state versus commerce-platform UTM truth on healthy retargeting accounts because Criteo claims credit for view-through conversions Meta and Google would not.
Calculation
Calculated automatically from your Criteo 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 French electronics DTC retailer running Criteo for catalogue-feed retargeting + Commerce Media Network mid-funnel prospecting. The 30-day window is 02 Apr 26 to 01 May 26. Account currency EUR. Conversions API live for 11 months; 30-day click + 7-day view attribution.
What the revenue pattern tells you:
- Lower-funnel retargeting carries 66% of attributed revenue on 53% of spend. Healthy. Retargeting against warm catalogue-viewers is Criteo’s strongest play; if this share dropped below 55% without budget reallocation, audience match has degraded (usually iOS / Safari ITP regression).
- Post-view credit is 27% of revenue, structurally higher than Meta or Google would claim. Criteo’s 7-day view-through window is generous; a chunk of this revenue would be credited to organic, email, or other paid channels under stricter attribution. For finance reporting, discount Criteo-claimed revenue by 25 to 40% to estimate incremental revenue.
- Commerce Media ROAS at 2.8× is the realistic prospecting ROAS band. Publisher-network prospecting is reaching cold to lukewarm shoppers; expect 2 to 4× ROAS, anything above 5× usually means the audience is not as cold as it appears (lookalike-of-purchasers leaking warm traffic into prospecting line items).
- Sponsored-product retail-media at 4.9× on €1,600 spend is doing brand-defence work. This is competitive-shelf protection on retail-partner search-results pages; the ROAS is real but it’s largely substituting for organic reach you’d otherwise get for free. Hold the line, don’t scale aggressively.
- Compared to commerce-platform UTM-attributed Criteo revenue (€134,000 in the same window), Criteo claims 57% more. This is the standard Criteo over-claim. The €76k delta is mostly view-through credits Criteo took for users who eventually converted via direct, organic, or email. For ROAS reporting to finance, use the commerce-platform UTM number; for in-platform optimisation, use Criteo’s number.
- The 30-day prior window had revenue €182,000 (ROAS 7.6×). Revenue up 15%; ROAS up modestly. Healthy scaling. If revenue had dropped 20%+ alongside stable spend, the 20%-drop alert would fire and the playbook is: (1) check catalogue-feed health first, (2) audit attribution tag firings, (3) check bid-strategy logs for an unintended switch.
- Revenue up + ROAS up = healthy expansion of an efficient scale window.
- Revenue up + spend up + ROAS flat = scale-out at constant efficiency.
- Revenue down + spend flat = audience saturation, attribution regression, or feed outage. Check feed first.
- Revenue down + spend down (proportional) = optimiser pulled back, often after iOS-attribution stress reduced its confidence in the auction.
- Post-view share rising above 35% = either iOS / Safari attribution stress (Criteo claiming more view-through to compensate) or generous attribution-window misconfiguration.
- A single-day revenue spike well above the 7-day rolling = late-arriving view-through conversions revising prior days upward. Normal; don’t act on a single-day reading.
Sibling cards merchants should reference together
Revenue on its own is meaningless without the spend context and the cross-platform reconciliation. Pair Total Revenue with these to get a full read:Reconciling against the vendor’s own dashboard
Where to look in Criteo’s own dashboard:Criteo Management Centre → Reporting → Performance Report → “Sales (PC + PV)” (filter to the same advertiser-account and date range used in this card).The “Sales” column (or “Sales (PC + PV)” on accounts that surface attribution-mix detail) sums post-click and post-view attributed sales, which is what this card sums. Criteo’s Home tile and the Performance Report header total reconcile within sub-percent rounding once view-through lookback has settled (allow 48 hours for each day’s number to stabilise). Why our number may legitimately differ from Criteo:
Cross-connector reconciliation:
This is where Criteo Total Revenue gets interesting. Criteo’s view-through-generous attribution means it claims credit for revenue Meta, Google, and your commerce platform also claim. The honest read is the commerce-platform truth, not Criteo’s claim.
Known limitations / merchant FAQs
Why does Criteo claim more revenue than my Shopify or BigCommerce store recorded for Criteo orders? Two reasons stack. First, Criteo’s 7-day post-view attribution claims credit for users who saw a Criteo ad and converted within 7 days, even if they completed via direct, organic, email, or another paid channel. Your commerce platform tags by last-click UTM, so it doesn’t capture view-through. Second, Criteo’s pixel and Conversions API may capture conversions slightly differently from your platform’s order tagging (e.g. UTMs stripped during checkout, currency-conversion rounding, refund handling). Expect Criteo to over-claim by 30 to 50% versus commerce-platform UTM-tagged Criteo revenue. This is the view-through tax. For finance reporting, use the commerce-platform number; for in-platform optimisation, use Criteo’s. My Criteo revenue dropped 25% week-on-week, what should I check? On Criteo specifically, the diagnostic order is:- Catalogue feed health, open Criteo Feed Manager → Diagnostics. Top-seller out-of-stock, image-rejection, or price-mismatch suppression all collapse revenue within 24 hours.
- Conversions API health, check Criteo’s Pixel & Tag Manager for CAPI errors. A broken CAPI feed loses 15 to 30% of attributed revenue on iOS-heavy accounts.
- Pixel firings, Criteo’s client-side pixel can be blocked by content-security-policy changes, GDPR consent-banner regressions, or third-party-script blockers. Check tag-fire rate vs the previous week.
- Bid strategy regression, if the auto-bidder hit a CPA target and pulled back delivery, revenue drops with spend. This is healthy, not a bug.
- Seasonal cliff, post-Cyber-Week, post-Easter, post-Father’s-Day weeks routinely drop 20 to 35% on retargeting.
sales field. Use Spend by Campaign and the per-campaign breakdown to isolate Commerce Media revenue if needed.
My retargeting ROAS is 12×; is Criteo over-claiming?
Probably not. Healthy retargeting ROAS bands sit at 7 to 11× on Criteo, with strong performers reaching 12 to 15×. Above 15× is suspicious: usually it means the audience is leaking warmer than intended (e.g. retargeting line item is matching to the merchant’s email-list audience, double-counting users who would convert from email). Audit audience-pool overlap. Below 5× on retargeting suggests audience degradation (iOS / Safari ITP) or feed-quality drift.
My Conversions API broke last week; will the historical revenue numbers heal?
Partially. Criteo will not retroactively replay missed CAPI events. Once the feed is restored, future events flow correctly, but the 2 to 7 days of missing iOS / Safari conversions during the outage are permanently lost from the report. Plan to communicate this gap to finance and treat the outage week as a measurement gap, not a real revenue drop.
Is Criteo revenue reported gross or net of refunds and returns?
Gross. Criteo records the order value at the point of conversion; subsequent refunds, returns, or order cancellations on the merchant side are not reflected. For net-revenue reporting, reconcile against the commerce-platform ledger (Shopify Orders, BigCommerce Orders, Adobe Commerce Orders) at month-end. The gap between Criteo gross and merchant-side net is typically 8 to 18% on apparel and electronics; closer to 3 to 5% on consumables.