The Advora toolkit
Create a campaign report from channel spend, impressions, clicks, conversions and revenue. Calculate weighted metrics and export to Excel.
Enter platform totals for the same period, currency and attribution window. Ratios are calculated from combined totals, never averaged across channels. Blank is not treated as zero.
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02 / THE EXPLAINER
The method behind the result.
Use the same reporting period, currency and attribution window for each channel. Name the report and record the period clearly. Enter zero only when the metric is actually zero; blank values are not silently assumed to be zero. Fractional attributed conversions are supported.
CTR is clicks divided by impressions. CPC, CPM and CPA divide spend by clicks, thousands of impressions and conversions respectively. ROAS divides attributed revenue by spend. The combined row uses sums of the underlying values, which avoids misleading simple averages of channel ratios.
Explain the result, supporting evidence and next actions in your own notes. The tool does not invent a reason for a performance change. Platform conversion totals can overlap and do not represent deduplicated customers. Export the report and review attribution before sharing with a client.
03 / A LITTLE MORE CLARITY
What to know before you put your result to work.
No. This version uses manually entered totals and needs no account access.
Its denominator is zero, so the ratio is undefined rather than zero.
No. ROAS uses attributed revenue and excludes margin and other business costs.
Yes. Impressions and clicks are whole counts; attributed conversions may be fractional.
Yes. It exports the entered data and calculated snapshot as cells, not an automatically refreshing account connection.
