> ## 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, Criteo > Total Revenue for Criteo 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 > 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. | | | | ------------------------------------ | ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | Total order value Criteo claims attribution for in the window, summed across every active campaign. Includes lower-funnel retargeting, mid-funnel consideration, Commerce Media Network publisher placements, and sponsored-product retail-media. Reported in advertiser-account currency. | | **Cost basis** | N/A on the revenue side. Spend is what you paid (CPC-dominant); revenue is what Criteo's attribution model claims it drove. | | **Currency** | Advertiser-account currency. Single per account. Multi-currency advertisers run separate accounts. No FX in this card. | | **Conversion attribution** | **30-day post-click + 7-day post-view default.** Configurable per advertiser (1, 7, 14, 30-day click windows; 1, 7-day view windows). View-through credit is generous: Criteo claims credit for any user who saw a Criteo ad and converted within 7 days, even if Meta or Google ran the closing click. | | **Attribution window** | 30D click + 7D view default. Materially generous compared to Meta's default 7D click + 1D view. | | **Conversions API impact** | **Material.** Server-side conversion signal via Criteo Conversions API restores 10 to 25% of attributed revenue lost to iOS / Safari ITP. Without CAPI, expect attributed revenue to under-report by 15 to 30% on iOS-heavy accounts. | | **iOS 14.5+ ATT impact on the card** | **Severe.** Pre-ATT, Criteo's identity graph matched cross-publisher cookies with high precision; post-ATT, iOS audiences below the 25 to 40% opt-in rate are essentially invisible. Attributed revenue from iOS dropped 50 to 70% on most accounts after ATT rollout. The number reported is what Criteo can *measure*, not what was *driven*. | | **Catalogue-feed dependency** | Catalogue gaps directly throttle revenue. If a top-seller exits the feed, the dynamic ads stop rendering and attributed revenue on that SKU drops to zero within 24 hours. Always pair revenue moves with feed-health checks. | | **Time window** | `T/7D/30D vsP` (default 30D vs prior 30D). Real-time updates with up to 4-hour ingest lag on "today" plus a 24 to 48 hour view-through lookback that revises historical days upward. | | **Alert trigger** | `drop >20% vsP`, fires when 30D revenue drops more than 20% versus the prior 30D window. Common causes: feed outage, attribution-tag regression, bid-strategy regression, or seasonal cliff (post-Cyber-Week, post-Easter). | | **Roles** | owner, marketing, finance | ## 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. | Campaign | Spend (€) | Attributed revenue (€) | ROAS | Post-click share | Post-view share | | -------------------------------------------- | ----------- | ---------------------- | -------- | ---------------- | --------------- | | Lower-funnel retargeting (PDP visitors, 30d) | 14,200 | 138,500 | 9.8× | 78% | 22% | | Mid-funnel consideration (basket abandoners) | 6,800 | 51,200 | 7.5× | 71% | 29% | | Commerce Media (publisher prospecting) | 4,400 | 12,400 | 2.8× | 52% | 48% | | Sponsored product (retail media) | 1,600 | 7,800 | 4.9× | 88% | 12% | | **Account total (this card)** | **€27,000** | **€209,900** | **7.8×** | **73%** | **27%** | What the revenue pattern tells you: 1. **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). 2. **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. 3. **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). 4. **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. 5. **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.** 6. **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. Quick sanity tests: * 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: | Card | Why pair it with Criteo Total Revenue | What the combination tells you | | -------------------------------------------------------------------------------------------- | -------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | [Total Spend](/nerve-centre/kpi-cards/criteo/total-spend) | The cost side. Revenue ÷ Spend = ROAS. | Whether the attributed revenue actually paid for itself. | | [ROAS](/nerve-centre/kpi-cards/criteo/roas) | The ratio. Healthy retargeting ROAS sits at 7 to 11×. | Single-number efficiency read; if revenue rose with ROAS dropping, you scaled into less efficient inventory. | | [Spend by Campaign](/nerve-centre/kpi-cards/criteo/spend-by-campaign) | Where the spend went. | Combined with revenue distribution, identifies which campaign types are actually monetising. | | [Conversion Lag](/nerve-centre/kpi-cards/criteo/conversion-lag) | View-through latency. Critical for retargeting. | Today's revenue often credits the prior 2 to 5 days of spend; lag rising is an iOS-attribution-stress signal. | | [Wasted Spend](/nerve-centre/kpi-cards/criteo/wasted-spend) | Zero-revenue line items. | Identifies which campaigns are eating budget without producing the revenue this card sums. | | [Conversion Rate Trend](/nerve-centre/kpi-cards/criteo/conversion-rate-trend) | The conversion engine. | Revenue moves can come from CR moves (audience match drifted) or click-volume moves (auction shifted). | | [Shopify / BigCommerce / Adobe Total Revenue](/nerve-centre/kpi-cards/shopify/total-revenue) | The commerce-platform truth. | The reconciliation: Criteo-claimed revenue should be 60 to 80% of commerce-platform-tagged Criteo revenue (Criteo over-claims). Big drops in this ratio indicate attribution-tag failures. | | [GA4 Source Revenue](/nerve-centre/google_analytics/ga_revenue_by_source) | The third reconciliation source. GA4 last-click vs Criteo's 30-day click + 7-day view. | Helps quantify Criteo's view-through over-claim; the gap between GA4-attributed Criteo revenue and Criteo-claimed revenue is roughly the view-through tax. | ## Reconciling against the vendor's own dashboard **Where to look in Criteo's own dashboard:** > [Criteo Management Centre → Reporting → Performance Report → "Sales (PC + PV)"](https://commerce.criteo.com) (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:** | Reason | Direction | Why | | --------------------------------- | -------------------------- | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------ | | **View-through lookback settle** | Ours lower for recent days | Criteo's 7-day view-through means yesterday's number can revise upward over the next 7 days as conversions backfill against earlier ad views. Today's reading is structurally low. Settle by day 8. | | **Attribution-window mismatch** | Either direction | If the merchant changed attribution settings mid-window (e.g. tightened to 14-day click), historical days are restated by Criteo. Our card pulls fresh on each refresh; cached values may be stale. | | **Time zone** | Boundary days off | Criteo reports in advertiser-account time zone; this card uses UTC. For 30-day windows the gap averages out; for "today" or "yesterday" the boundary can shift the figure 5 to 12% on US Pacific accounts. | | **Conversions API outages** | Ours lower if CAPI is down | If Criteo Conversions API ingest fails (server-side endpoint returning errors), only client-side pixel conversions are captured. iOS and Safari conversions disproportionately disappear. The Performance Report and this card see the same gap; the fix is restoring the CAPI feed, not adjusting the card. | | **Currency** | None expected | Both use advertiser-account currency. | | **Test-conversion contamination** | Theirs marginally higher | Criteo's UI may include test conversions (debug pixel firings, QA-tool transactions) that the API filters out. \<0.5% of monthly revenue typically. | **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.** | Source | Expected relationship | What causes legitimate divergence | | ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | [`shopify.total_revenue`](/nerve-centre/kpi-cards/shopify/total-revenue) / [`bigcommerce.total_revenue`](/nerve-centre/kpi-cards/bigcommerce/total-revenue) / [`adobe_commerce.total_revenue`](/nerve-centre/kpi-cards/adobe-commerce/total-revenue) (filter to Criteo-tagged orders) | Commerce-platform UTM-attributed Criteo revenue should be 60 to 80% of Criteo-claimed revenue | Criteo over-claims via 7-day view-through; the gap is the view-through tax. If commerce platform UTM-attributed Criteo revenue exceeds Criteo's claim, your tagging is broken (Criteo can't see its own conversions). | | [`google_analytics.ga_revenue_by_source`](/nerve-centre/google_analytics/ga_revenue_by_source) (Criteo source/medium) | GA4-last-click Criteo revenue should be 50 to 70% of Criteo-claimed | GA4 enforces last-click; Criteo claims 30D click + 7D view. The delta is view-through plus channel-overlap (a user who clicks Criteo, then later clicks Google Search direct, lands as Google in GA4 but Criteo in Criteo). | | [`facebook_ads.fac_total_revenue`](/nerve-centre/kpi-cards/facebook-ads/total-revenue) | Independent platform, NOT a reconciliation. | Different audience, different attribution. Compare in commerce-platform truth, not platform-claimed numbers. | | [`google_ads.gads_revenue`](/nerve-centre/google_ads/gads_revenue) | Independent platform, NOT a reconciliation. | Same as Meta. | | [`adroll.adr_total_revenue`](/nerve-centre/kpi-cards/adroll/total-revenue) | Cross-retargeting peer. | Different audience pools and inventory; compare ROAS bands, not absolute revenue. | ***
Documentation cross-reference (incrementality and view-through) Criteo's revenue claim is **measured attribution, not incrementality**. A view-through conversion from a Criteo banner served on a publisher site does not mean Criteo *caused* the conversion; the user may have been planning to buy regardless. **For incrementality reads, run a holdout test through Criteo's Brand Lift / Conversion Lift product**, typical incrementality lands at 30 to 60% of claimed view-through revenue, meaning Criteo's headline ROAS is roughly 0.6 to 0.8× the *incremental* ROAS. For finance-grade attribution, the standard 3-source triangulation: 1. **Criteo-claimed revenue** (this card): the upper bound; Criteo's most generous read. 2. **GA4 last-click revenue** with Criteo source/medium: the lower bound; ignores all view-through. 3. **Commerce-platform tagged revenue** (Shopify/BC/Adobe with Criteo UTM filter): middle of the road; what actually got tagged. True attributed revenue sits between (2) and (3); incremental revenue sits between (3) × 0.4 and (3) × 0.7. Use this card for in-platform Criteo optimisation; use the triangulation for board reporting.
## 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: 1. **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. 2. **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. 3. **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. 4. **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. 5. **Seasonal cliff**, post-Cyber-Week, post-Easter, post-Father's-Day weeks routinely drop 20 to 35% on retargeting. **Why is my Criteo post-view share so high (>30%)?** Two normal causes and one warning sign. Normal: (1) iOS-heavy accounts where post-click attribution is broken for non-opted-in iOS users, Criteo falls back to post-view via its identity graph. (2) Long consideration windows (electronics, furniture, B2B), where users see ads for weeks before converting. **Warning sign**: configured attribution window is too generous (you set 14 or 30-day view-through). Most retargeting accounts should run 7-day view-through max; longer windows over-credit Criteo. **Can I trust Criteo revenue for ROAS reporting to my CFO?** **Not directly.** Criteo's claimed revenue is the upper bound; finance wants incremental revenue. Standard practice: discount Criteo-claimed revenue by 25 to 40% before computing ROAS for board reporting. This rule-of-thumb is calibrated against published Criteo Conversion Lift studies that consistently show 30 to 55% incrementality on retargeting line items. For a more rigorous read, run a Criteo Conversion Lift test through your client-services rep; they're free up to a certain spend tier. **Today's Criteo revenue looks low; will it catch up?** Yes, partially. Criteo Management API has a 2 to 4 hour ingest lag and a 7-day view-through lookback that revises historical days upward. **Today's number will rise over the next 7 days.** Yesterday is reliable for spend, partial for revenue. The 7-day rolling is the lowest-noise read for in-week decisions; the prior-week vs current-week comparison is reliable from day 8. **Why does Criteo show revenue but my GA4 shows zero from Criteo?** Three usual causes: (1) GA4 source/medium tagging on the Criteo click-through URLs is missing or mismatched (Criteo writes its own UTMs but GA4 may not group them under "criteo / cpc" if the merchant's channel-grouping rules don't match). Audit the channel grouping. (2) Criteo's view-through claims revenue with no GA4-side click trace. (3) The Criteo tag fires server-side via CAPI but GA4 sees only client-side; an iOS user who blocked GA4 but allowed Criteo CAPI shows up in Criteo only. **All three are normal**; GA4 is the under-counter, Criteo the over-counter. Truth sits between. **Does this card include Commerce Media Network revenue?** **Yes.** All Criteo campaign types (lower-funnel retargeting, mid-funnel consideration, Commerce Media publisher prospecting, sponsored-product retail-media) roll into the same `sales` field. Use [Spend by Campaign](/nerve-centre/kpi-cards/criteo/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. *** ### Tracked live in Vortex IQ Nerve Centre *Total Revenue* is one of hundreds of KPI pulses Vortex IQ tracks across Criteo 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.