Reporting Range
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Assumptions (for CAC, ROAS, Gross Margin)
Ad spend auto-pulls from Meta for the selected range; the field above only overrides it when set. COGS is stored locally in your browser. Leads and operating expenses come from FreshBooks. EBITDA uses COGS % + FreshBooks expenses + ad spend allocated by revenue.
Revenue
$0
Paid Invoices
0
Average Order Value
$0
Unique Customers
0
Gross Profit (est.)
$0
Gross Margin (est.)
0%
CAC (est.)
$0
ROAS (est.)
0.0x
Repeat Customers
0
Repeat Rate
0%
Revenue / Customer
$0
Median Order Value
$0
Min Order Value
$0
Max Order Value
$0
Invoices / Customer
0
CPL (est.)
$0
LTV (est.)
$0
Lead → Sale Rate
0%
LTV / CAC
0.0x
Avg Order / Lead
$0
Estimate Pipeline
Invoiced estimates ÷ total estimates
Paid invoices from estimates ÷ total paid invoices
Yearly Breakdown
Revenue and EBITDA are based on paid invoices; expenses come from FreshBooks. Years with only estimates will show $0 revenue.
| Year | Revenue | Expenses (FreshBooks) | EBITDA (est.) | Paid Invoices | Invoices / Month | Estimates (Leads) | Leads / Month | Customers |
|---|
Meta Ads (Insights)
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Account-level totals for the selected range.
Ad Spend
$0
Impressions
0
Clicks
0
Reach
0
CTR
0%
CPC
$0
CPM
$0
Frequency
0.00
Link Clicks
0
Lead Events
0
Landing Page Views
0
OrderPageView (Custom)
0
Funnel
Meta + FreshBooks counts for the selected range.
-
Saw the ad (impressions)
Meta account impressions
0
-
Clicked the ad
Meta link clicks
0
-
Reached the landing page
Meta landing page views
0
-
Reached OrderPageView
Custom conversion
0
-
Clicked a site CTA
First-party quote, contact, phone, and email clicks
0
-
Completed the order form (lead)
FreshBooks estimates
0
-
Paid
FreshBooks paid invoices
0
Why Ads Manager counts can differ from the API
When the Meta Ads API shows higher conversion event numbers than Ads Manager, it usually comes from different parameters, deduplication handling, or aggregation.
Parameter mismatches
The API can default to broader attribution windows unless you match Ads Manager settings. Extra breakdowns (age/gender, etc.) can also inflate totals by changing aggregation.
Deduplication and sources
Ads Manager applies cross-source deduplication and modeling. API pulls can include duplicate Pixel + CAPI events if event IDs are not aligned.
How we align
We request unified attribution settings for the Insights API to mirror Ads Manager defaults and avoid breakdowns for direct comparisons.
Cohort ROAS (by lead month)
True ROAS for a net 15/30 cycle: leads are grouped by the month they came in, then followed forward to revenue. Ad-attributed figures (Meta click id present) are divided by that month's Meta spend. Recent months are still maturing — Open Pipeline is revenue that's won but not yet paid.
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Ad Spend
$0
Ad Leads
0
Ad Jobs Paid
0
Ad Revenue
$0
Open Pipeline
$0
ROAS / w/ pipeline
— / —
| Lead Month | Ad Spend | Leads (ad / all) | Won (ad) | Paid (ad) | Revenue (ad) | Open Pipeline (ad) | ROAS | w/ Pipeline |
|---|
Product Breakdown (Line Items)
Line items from paid invoices in the selected range. Revenue is pre-tax line totals, so it can differ slightly from total paid revenue.
| Category | Qty | Revenue | Line Items | % of Revenue |
|---|
By Year
Category mix per year within the selected range. Percentages are of that year's line-item revenue.
| Year | Category | Qty | Revenue | Line Items | % of Year |
|---|
Individual Line Items
| Product / Line Item | Qty | Revenue | Invoices | % of Revenue |
|---|
Repeat Orders by Product
Which product categories customers come back for, within the selected range. A repeat customer for a category has 2+ paid invoices containing that category.
| Category | Customers | Repeat Customers | Repeat Rate | Invoices / Customer | Revenue from Repeaters |
|---|
Top Repeat Customers
| Customer | Paid Invoices | Revenue | What They Reorder |
|---|
Top Customers (Paid Revenue)
| Customer | Revenue | Paid Invoices |
|---|