Purpose #
This article explains how Shopstars reports on advertising performance and which key performance indicators (KPIs) are tracked. It covers the structure of weekly reports, the metrics used to measure success, how data is validated, and what clients can expect in terms of frequency and format. The goal is to provide a clear, consistent framework so clients always know how their advertising investments are performing.
Reporting Cadence #
Shopstars provides reporting on a weekly basis unless otherwise agreed. Weekly reports are posted in Basecamp on the Message Board and archived in Docs & Files for future reference. For clients with larger budgets or more complex campaigns, additional mid-week updates may be provided when significant optimizations occur. Monthly summaries are also issued for retainers to provide a high-level overview of performance and budget allocation.
Data Sources #
Reports are generated using data directly from advertising platforms and cross-checked against Shopify analytics. Typical sources include:
- Meta Ads Manager
- Google Ads dashboard
- TikTok Ads Manager
- Google Analytics 4 (GA4)
- Shopify order and revenue reports
By validating platform-reported conversions against Shopify orders, Shopstars ensures that data discrepancies are identified and explained.
Core KPIs #
Traffic Metrics
- Impressions: number of times ads were displayed
- Reach: number of unique users exposed to ads
- Click-through rate (CTR): percentage of impressions that resulted in clicks
Conversion Metrics
- Cost per click (CPC): average cost of each click
- Cost per acquisition (CPA): average cost of each purchase or lead
- Conversion rate (CVR): percentage of clicks that resulted in a conversion
- Return on ad spend (ROAS): revenue generated divided by ad spend
Engagement Metrics
- Video completion rates (for TikTok and Meta video ads)
- Frequency (average times a user saw an ad)
- Engagement rates (likes, comments, shares)
Revenue Metrics
- Gross revenue attributed to campaigns
- Average order value (AOV)
- Lifetime value (LTV) trends where data is available
Report Structure #
Every report posted in Basecamp follows a consistent structure:
- Executive Summary: One to two paragraphs summarizing performance trends
- Budget Overview: Spend by platform and campaign compared to planned budgets
- Performance Breakdown: Key KPIs for each platform (Meta, Google, TikTok, etc.)
- Top Performers: Identification of best-performing audiences and creatives
- Issues and Risks: Documentation of any tracking discrepancies, rising CPAs, or creative fatigue
- Next Steps: Planned optimizations, scaling recommendations, or creative refreshes for the following week
Data Validation #
Before reports are shared, Shopstars validates that reported conversions match Shopify order data within expected ranges. Differences due to attribution windows or cross-device behavior are documented so clients understand why platform data may not align perfectly with store data.
Client Involvement #
Clients should review reports in Basecamp each week and provide feedback or questions in the same thread. Approvals for budget changes, scaling recommendations, or new creative directions should also be logged in Basecamp to maintain a clear record.
Summary #
Reporting and KPIs at Shopstars follow a structured, transparent process. Weekly reports are posted in Basecamp with clear summaries, KPI breakdowns, and next steps. Metrics tracked include traffic, conversions, engagement, and revenue, all validated against Shopify data. This ensures clients have an accurate view of advertising performance and a clear roadmap for future optimizations.
