Analytics and funnel: from CPC to cost per purchase
What each step costs you, step by step.
An average ROAS does not tell you where the money is lost. The dashboard gives you the state, the funnel gives you the place.
The dashboard
The period picker covers today, yesterday, this week, the last 7 days, this month, last month and any custom range. Granularity follows automatically, from hourly to monthly.
Four KPI cards, each with its own metric selector, saved for your account. A combo chart, bars plus a smoothed line on dual axes, compares two metrics of your choosing.
More than 35 metrics are available, in families:
- Delivery: spend, impressions, clicks, CTR, CPM, CPC, reach, frequency, unique clicks, link and outbound clicks
- Conversion: purchases, add to cart, checkouts, landing page views, leads, cost per lead
- Value: purchase value, ROAS, cost per purchase, per add to cart, per checkout
- Video: views, ThruPlays, cost per ThruPlay, completion at 25, 50, 75 and 100%
- Activity: active ads, and creatives launched via Apogee
The cost funnel
Filters cascade from campaigns to ad sets then ads, multi-select, and live in the URL.
At the top, three numbers: overall conversion, total spend, ROAS. Below, four cost steps with their volumes and drop-off percentage.
| Step | Metric |
|---|---|
| Click | CPC |
| Add to cart | CPATC |
| Checkout | CPIC |
| Purchase | CPP |
A cost-per-action chart over time, with a tab per step, completes the picture with conversion rates between steps, click to add to cart, add to checkout, checkout to purchase.
What this does not solve
This data comes from Meta and follows its attribution rules. It will not match a site-side tool, and trying to reconcile the two is a waste of time: they do not measure the same thing.
The funnel locates the drop-off, it does not explain it. A collapse at checkout can come from shipping costs as easily as from the payment flow, and neither appears in Meta.
Analytics is included from the Starter plan.
Frequently asked questions
Questions fréquentes
Does this replace Google Analytics?
No. These numbers come from Meta and describe what Meta measures and attributes. A site-side analytics tool answers different questions and will not show the same numbers, which is normal.
Can I share a filtered view with my client?
Yes. Filters live in the URL: the page your contact opens carries exactly the same selection of campaigns, ad sets and ads.
What does the funnel show that nothing else does?
The drop-off. Volumes and loss percentages at each step locate the problem: a decent CPC followed by a collapse at add to cart is not fixed in the same place as an overpriced CPC.
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