การติดตามผลแคมเปญ

Metrics ต่าง ๆ หมายถึงอะไร

Impressions

จำนวนครั้งที่โฆษณาของคุณถูกแสดงให้ผู้ใช้งานที่ล็อกอินเห็น

ยิ่ง Impressions สูง ยิ่งแสดงว่าโฆษณาของคุณเข้าถึงผู้ซื้อได้มากขึ้น

Clicks

จำนวนครั้งที่ผู้ใช้งานคลิกโฆษณาหลังจากเห็นโฆษณา

Click-Through Rate (CTR)

อัตราส่วนของจำนวนคลิกต่อจำนวนการมองเห็นโฆษณา

ตัวอย่าง:

หากโฆษณามี 100 impressions และ 10 clicks → CTR = 10%

CTR ที่สูง แสดงว่าโฆษณามีความน่าสนใจ

Orders (คำสั่งซื้อ)

Placed Order

จำนวนคำสั่งซื้อทั้งหมดที่ถูกสร้างขึ้น

1. ภายใน 7 วันหลังคลิกโฆษณา หรือ
2. ภายใน 1 วันหลังเห็นโฆษณา GMV Max

รวมทุกออเดอร์ แม้ภายหลังจะถูกยกเลิกหรือคืนสินค้า

ตัวอย่าง:

หากผู้ใช้คลิกโฆษณาสินค้า A ภายใน 7 วัน หรือเห็นสินค้า A (GMV Max) ภายใน 1 วัน

แล้วทำการสั่งซื้อ → จะถูกนับเป็น 1 placed order ของแคมเปญสินค้า A

Confirmed Order

จำนวนคำสั่งซื้อที่ระบบยืนยันแล้ว

รวม:

1. ออเดอร์ที่ชำระเงินแล้ว (non-COD)
2. ออเดอร์ COD ที่ระบบยืนยันการจัดส่ง

แม้ภายหลังจะมีการยกเลิก/คืน/คืนเงิน ก็ยังนับรวม

Conversions (จำนวนสินค้าที่ขายได้แบบนับเป็นประเภทสินค้า)

Placed Conversion

จำนวน “ประเภทสินค้า (unique product)” ที่ขายได้จาก placed orders

1. Click Attribution:
2. หากคลิกสินค้า A แล้วซื้อ:
3. 3 ชิ้นของ A + 2 ชิ้นของ B → นับเป็น 2 conversions (A และ B)
4. View Attribution (GMV Max):
5. หากเห็นสินค้า A แล้วซื้อ
6. → นับเฉพาะสินค้า A = 1 conversion

หมายเหตุ: 1 conversion อาจมีหลายชิ้นของสินค้าเดียวกัน

Confirmed Conversion

เหมือนกัน แต่เฉพาะออเดอร์ที่ยืนยันแล้ว

Items Sold (จำนวนชิ้นที่ขายได้)

Placed Items Sold

จำนวนสินค้าทั้งหมดที่ถูกสั่งซื้อ

1. Click: นับทั้ง A + B
2. View (GMV Max): นับเฉพาะสินค้า A

Confirmed Items Sold

จำนวนสินค้าที่ออเดอร์ถูกยืนยันแล้ว

GMV (มูลค่ายอดขายรวม)

Placed GMV

มูลค่าคำสั่งซื้อทั้งหมด ณ ตอน checkout

1. Click: นับ GMV ของ A + B
2. View (GMV Max): นับเฉพาะ GMV ของ A

Confirmed GMV

มูลค่ายอดขายจากออเดอร์ที่ยืนยันแล้ว

Expense (ค่าใช้จ่ายโฆษณา)

จำนวนเงินที่ใช้ไปกับโฆษณา

ควรควบคุมให้อยู่ในงบประมาณที่ตั้งไว้

ROAS (Return on Advertising Spend)

Placed ROAS

= Placed GMV ÷ ค่าโฆษณา

Confirmed ROAS

= Confirmed GMV ÷ ค่าโฆษณา

ACOS (Advertising Cost of Sales)

Placed ACOS

= ค่าโฆษณา ÷ Placed GMV × 100%

Confirmed ACOS

= ค่าโฆษณา ÷ Confirmed GMV × 100%

Conversion Rate (CR)

Placed CR

= Placed Conversions ÷ Clicks × 100%

Confirmed CR

= Confirmed Conversions ÷ Clicks × 100%

Cost per Conversion

Placed= ค่าโฆษณา ÷ Placed Conversions

Confirmed= ค่าโฆษณา ÷ Confirmed Conversions

What is a ‘Direct’ metric and how is it different?

Metrics labeled as "Direct" only track actions related to the promoted item. 

In contrast, metrics without "Direct" include actions taken on both the promoted item and other items from the same shop.

Direct Conversions

For Product campaigns, below is an example for attribution of Direct Conversions:

1. Placed Direct Conversions: Total number of promoted products sold from placed orders completed within 7 days of campaign click, or 1 day of GMV Max campaign view.
2. Click Attribution: If a user clicks on Product A campaign, and places an order for 3 items of Product A and 1 item of Product B within 7 days, only 1 placed direct conversion on Product A will be attributed to Product A campaign.
3. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 placed direct conversion (from Product A) will be attributed to Product A GMV Max campaign.

1. Paid Direct Conversions: Total number of promoted products sold from paid orders completed within 7 days of campaign click, or 1 day of GMV Max campaign view.
2. Click Attribution: If a user clicks on Product A campaign, and purchases 3 items of Product A and 1 item of Product B within 7 days, only 1 paid direct conversion on Product A will be attributed to Product A campaign.
3. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 paid direct conversion (from Product A) will be attributed to Product A GMV Max campaign.

1. Confirmed Direct Conversions: Total number of promoted products sold from confirmed orders completed within 7 days of campaign click, or 1 day of campaign view.
2. Click Attribution: If a user clicks on Product A campaign, and completes payment for 3 items of Product A and 1 item of Product B within 7 days, only 1 confirmed direct conversion on Product A will be attributed to Product A campaign.
3. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 confirmed direct conversion (from Product A) will be attributed to Product A GMV Max campaign.

For Shop Search Ads, Direct Conversions include:

1. Products displayed on Shop Search Ads that are clicked and purchased within 7 days*
2. Products that are clicked on ad's landing page (that is either shop's page or a product collection page) within 1 day of ad click and purchased within 7 days
3. Note: Not all Shop Search Ads shown to shoppers display products from your shop. For more information, click here.

Direct Items Sold

For Product campaigns, below is an example for attribution of Direct Items Sold:

1. Placed Direct Items Sold: Total quantity of promoted products that buyers paid for within 7 days of campaign click, or 1 day of GMV Max campaign view.
2. Click Attribution: If a user clicks on Product A campaign, and places an order for 2 items of Product A and 1 item of Product B within 7 days, only 2 paid direct items sold of Product A will be attributed to Product A campaign.
3. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 3 placed direct items sold (from Product A) will be attributed to Product A GMV Max campaign.

1. Paid Direct Items Sold: Total quantity of promoted products that buyers placed orders for within 7 days of campaign click, or 1 day of GMV Max campaign view.
2. Click Attribution: If a userclicks on Product A campaign, and purchases 2 items of Product A and 1 item of Product B within 7 days, only 2 paid direct items sold of Product A will be attributed to Product A campaign.
3. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 3 paid direct items sold (from Product A) will be attributed to Product A GMV Max campaign.
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1. Confirmed Direct Items Sold: Total quantity of promoted products that buyers confirmed orders for within 7 days of campaign click, or 1 day of GMV Max campaign view.
2. Click Attribution: If a user clicks on Product A campaign, and purchases 2 items of Product A and 1 item of Product B within 7 days, only 2 confirmed direct items sold of Product A will be attributed to Product A campaign.
3. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 3 confirmed direct items sold (from Product A) will be attributed to Product A GMV Max campaign.

For Shop Search Ads, the total quantity of products include: 

1. Products displayed on Shop Search Ads that are clicked and purchased within 7 days*
2. Products that are clicked on ad's landing page (that is either shop's page or a product collection page) within 1 day of ad click and purchased within 7 days

Direct Gross Merchandise Value (GMV)

For Product campaigns, below is an example for attribution of Direct GMV:

1. Placed Direct GMV: Total sales from placed orders from your promoted product within 7 days of campaign click, or 1 day of GMV Max campaign view. Placed orders include all buyer checkouts, even if later cancelled or returned.
2. Click Attribution: If a userclicks on Product A campaign, and places an order for Product A and Product B within 7 days, only the GMV of Product A will be attributed to Product A campaign.
3. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for Product A and Product B within the last 1 day, only the placed direct GMV of Product A will be attributed to Product A GMV Max campaign.

1. Paid Direct GMV: Total sales from paid orders from your promoted product within 7 days of campaign click, or 1 day of GMV Max campaign view. Paid orders are included once payment is completed, even if later cancelled, returned, or refunded.
2. Click Attribution: If a userclicks on Product A campaign, and paid for Product A and Product B within 7 days, only the GMV of Product A will be attributed to Product A campaign.
3. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for Product A and Product B within the last 1 day, only the paid direct GMV of Product A will be attributed to Product A GMV Max campaign.

1. Confirmed Direct GMV: Total sales from confirmed orders from your promoted product within 7 days of campaign click, or 1 day of GMV Max campaign view. Confirmed orders include paid non‑COD orders, as well as COD orders confirmed by the system for shipping, even if they are later cancelled, returned, or refunded.
2. Click Attribution: If a userclicks on Product A campaign, and places an order for Product A and Product B within 7 days, only the GMV of Product A will be attributed to Product A campaign once the COD order shipping is confirmed.
3. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for Product A and Product B within the last 1 day, only the confirmed direct GMV of Product A will be attributed to Product A GMV Max campaign.

For Shop Search Ads, the total quantity of products include: 

1. Products displayed on Shop Search Ads that are clicked and purchased within 7 days*
2. Products that are clicked on ad's landing page (that is either shop's page or a product collection page) within 1 day of ad click and purchased within 7 days

Direct Return on Advertising Spend (Direct ROAS)

1. Placed Direct ROAS: Measures the sales from placed orders generated from promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads.
2. Direct ROAS = Placed Direct GMV ÷ Expense

1. Paid Direct ROAS: Measures the sales from paid orders generated from promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads.
2. Direct ROAS = Paid Direct GMV ÷ Expense

1. Confirmed Direct ROAS: Measures the sales from confirmed orders generated from promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads.
2. Direct ROAS = Confirmed Direct GMV ÷ Expense

Direct Advertising Cost of Sales (Direct ACOS)

1. Placed Direct ACOS: Measures the expense relative to sales from placed orders from promoted products generated within 7 days of campaign click, or 1 day of GMV Max campaign view.
2. Direct ACOS = Campaign Expense ÷ Direct Placed GMV × 100%.

1. Paid Direct ACOS: Measures the expense relative to sales from paid orders from promoted products generated within 7 days of campaign click, or 1 day of GMV Max campaign view.
2. Direct ACOS = Campaign Expense ÷ Direct Paid GMV × 100%.

1. Confirmed Direct ACOS: Measures the expense relative to sales from confirmed orders from promoted products generated within 7 days of campaign click, or 1 day of campaign view.
2. Direct ACOS = Campaign Expense ÷ Direct Confirmed GMV × 100%.

Direct Conversion Rate (Direct CR)

1. Placed Direct CR: Measures how often buyers complete a placed order for promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view.
2. Direct Conversion Rate = Placed Direct Conversions ÷ Clicks × 100%.

1. Paid Direct CR: Measures how often buyers complete a paid order for promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view.
2. Direct Conversion Rate = Paid Direct Conversions ÷ Clicks × 100%.

1. Confirmed Direct CR: Measures how often buyers complete a confirmed order for promoted products wwithin 7 days of campaign click, or 1 day of GMV Max campaign view.
2. Direct Conversion Rate = Confirmed Direct Conversions ÷ Clicks × 100%.

Cost Per Direct Conversion 

1. Placed Cost Per Direct Conversion: Measures how much each placed conversion of the promoted product costs on average.
2. Cost per Direct Conversion = Expense ÷ Placed Direct Conversions.

1. Paid Cost Per Direct Conversion: Measures how much each paid conversion of the promoted product costs on average.
2. Cost per Direct Conversion = Expense ÷ Paid Direct Conversions.

1. Confirmed Cost Per Direct Conversion: Measures how much each confirmed conversion of the promoted product costs on average.
2. Cost per Direct Conversion = Expense ÷ Confirmed Direct Conversions.

Cost Per Thousand Impressions (CPM)

1. Cost Per Thousand Impressions measures the cost to deliver a thousand ad impressions.
2. Cost Per Thousand Impressions = Expense ÷ Impressions x 1000 
3. [Only for Display Brand Ads] CPM is fixed when you book your campaign. You will only be charged based on the actual ad impressions delivered while your Display Brand Ads campaign is live. 

What is the difference between Placed / Paid / Confirmed Performance Metrics? 

Placed GMV: Placed GMV refers to the total value of all orders at the time they are placed (checkout). This includes both paid and unpaid orders.

Paid GMV: Refers to the total value of all orders upon payment completion. 

Orders are included in Paid GMV once they are successfully paid. 

Orders that are later cancelled or returned remain part of Paid GMV.

Confirmed GMV: Confirmed GMV is the total value of confirmed orders. 

Non-COD (cash on delivery) orders: GMV confirmed upon payment completion

COD orders: GMV is confirmed once the order is confirmed for shipping.

For more information on the new changes, you can refer to this article

What is the difference between Orders, Conversions and Items Sold?

Each metric helps you track how well your ads generate sales on a different level:

1. Orders: Measures how many orders your ads or campaigns generate
2. Conversions: Measures how many unique products are sold in each order your ads or campaigns generate
3. Items Sold: Measures the quantity of products sold in each order your ads or campaigns generate

For example, if a shopper clicks on your ads orcampaign for product A, purchases 2 units of product A and 3 units of product B in a single order:

1. Orders = 1
2. Conversions = 2 (Unique products sold are product A and product B)
3. Items Sold = 5 (A total of 2 units of product A and 3 units of product B)

What are Product Impression, Clicks and CTR for Shop Search Ads?

Product Impressions

1. Product Impressions refer to the number of times products in your shop page are seen by logged-in shoppers after clicking your Shop Search Ad. 
2. For example, if a shopper clicks on your Shop Search Ad and scrolls down to see 10 products in your shop's page before they exit, you will have 10 Product Impressions. A higher Product Impression indicates that shoppers explore your shop more after clicking your Shop Search Ad. 

Product Clicks

1. Product Clicks refer to the number of times the products in your shop page are clicked by logged-in shoppers after clicking your Shop Search Ad. 
2. For example, if a shopper clicks on your Shop Search Ad, then clicks on 4 products in your shop page, you’ll get 1 Click and 4 Product Clicks. As such, your Product Click count may be higher than your Click count, as an interested shopper may click on multiple products after clicking once on your Shop Search Ad.

Product CTR

1. Product CTR measures the percentage of times shoppers click on your products upon seeing them in your shop page, after they click on your Shop Search Ad. 
2. Product CTR = Product Clicks ÷ Product Impressions
3. For example, if you have 100 Product Impressions and 20 Product Clicks, your Product CTR is 20%. High Product CTR indicates that the products on your shop page are attractive to shoppers.

What are Reach, Page Views and Unique Visitors for Brand Ads? 

Reach

1. Reach refers to the total number of unique users who have viewed your Brand Ad during the campaign duration.
2. For example, if you are running a 7-day campaign and the same shopper saw your Brand Ads on Day 1 and Day 5, you will get 1 Reach. 

Unique Visitors

1. Unique Visitors refers to the total number of unique users who visited your shop page and/or product pages within 24 hours after a click on your Brand Ads. 

Page Views

1. Page Views refers to the total views of your shop page and/or product pages within 24 hours after a click on your Brand Ad. 
2. For example, if a shopper clicks on your Brand Ads, lands on your shop page and proceeds to click on a product listed, you’ll get 2 Page Views. A higher Page View compared to Unique Visitors shows that shoppers explored your shop after Brand Ads drove awareness.
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Where can I check my ads'or campaigns’ performance?

Check your ads’ or campaigns’ performance via your Shopee app or by logging into Seller Center on your browser. 

1. Via Shopee app
2. Tap on your "Me" tab
3. Tap on "My Shop" at the top left of the screen
4. Scroll down and tap on "Shopee Ads"
5. Depending on which ad type you are looking for, tap on "Search Ads" or "Discovery Ads", or "Display Ads"
6. Tap on any product to see the product level ads performance data. You can also toggle the desired time period for the ads performance.

1. Via Seller Centre on your browser
2. After logging into your Seller Centre, click "Shopee Ads" on the left navigation bar.

When and how often should I review my ad or campaign data?

When running your ad or campaign for the first time, wait for at least 2 weeks before downloading the report to get sufficient and robust data. Minimal adjustment is advised for the first 2 weeks for new ads or campaigns.

Check your ad or campaign performance at least once a day after 2 weeks. You can check more frequently if your ads are not performing to your expectations and optimize your ads or campaigns.

Download and save your data regularly. The Export Data function allows you to access data up to the last 90 days.