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> Use this file to discover available pages before exploring further.
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# Omega Google Ads: Business Insights

### What is Business Insights?
Business Insights is your analytics home in the app. It turns your store and Google Ads data into clear, real-time metrics so you can see what is working and where to act. It has four tabs:
* **Signal Quality:** how healthy your Google Ads tracking is. **See the dedicated guide:** [**Signal Quality**](https://claude.ai/cowork/ADD_LINK_HERE)**.**
* **Order:** sales performance.
* **Buyer:** customer acquisition, retention, value, and ad audiences.
* **Product:** the customer journey per product, plus your top ad-driven products.
**Shared controls** on every tab:
* **Date range:** choose Last 7 / 30 / 90 days (default 30).
* **Refresh:** reload the latest data at any time.
* **Metrics:** a panel (right sidebar) to show or hide metrics, charts, and table columns. This button appears on the Order, Buyer, and Product tabs; it is hidden on Signal Quality, which has no metric selector.
| 💡 You can also ask Sidekick about any of these numbers in plain language. See "Ask Sidekick about your Business Insights".

![](https://storage.crisp.chat/users/helpdesk/website/-/8/3/8/3/8383e5404a31c000/image_6zkxcf.png)
### Signal Quality tab
Please open this document to get more details about Signal Quality tab: https://help.omegatheme.com/en/article/omega-google-ads-signal-quality-19is3ho/?bust=1788491729601

### Order tab
The Order tab shows your store's sales performance. It has three parts: **Top Metrics Cards**, **Charts & Trends**, and the **Metrics panel**.

###### Top metrics
| Metric | What it means | How it is calculated |
| ---- |
| **Total Revenue** | Total sales revenue generated, before deducting any costs. | Sum of order revenue in the period |
| **Orders** | Total number of orders placed in the period. | Count of orders |
| **Average Order Value (AOV)** | Average revenue per order. | Revenue ÷ Orders |
| **POAS (Profit on Ad Spend)** *(new)* | Ad efficiency measured by real **profit**, not revenue, so a high return with thin margins does not look better than it is. Counts **only orders attributed to Google Ads** (orders with a click ID). Shown as a multiple such as **3.25×**. | (Revenue − cost of goods) ÷ ad spend, using your product's actual cost when available, else a fallback 30% margin |
| **Refund Orders** | Total number of refunded orders. | Count of refunded orders |
| **Refund Orders Rate** | Percentage of orders that were refunded. | Refunded orders ÷ total orders |
**About POAS:** the tooltip shows whether your real product cost or the 30% margin fallback was used. Color guide: **green ≥ 2×**, **amber 1–2×**, **red < 1×**. It shows a change versus last week, and shows **"—"** when there is no ad spend to divide by.

###### Charts & trends
Interactive charts over your selected range: **Revenue Trend**, **Orders Trend**, **Average Order Value Trend**, and **Refund Rate Trend**.

###### Metrics panel
Customize the tab:
* **Sales Metrics:** toggle Total Revenue, Orders, AOV, **POAS**, Refund Orders, and Refund Orders Rate.
* **Charts:** show or hide any of the four charts.
* **Table Order:** choose which columns appear: Date, Orders, Revenue, **POAS**, CPA, AOV, CLV, Refund Rate. (POAS sits after Total Revenue, before CPA.)
* **Filters:** set the date range.
![](https://storage.crisp.chat/users/helpdesk/website/-/8/3/8/3/8383e5404a31c000/image_ikuoc0.png)

### Buyer tab
The Buyer tab covers customer acquisition, retention, and value, plus ready-made audiences for Google Ads.

###### Key metrics
| Metric | Definition | Formula |
| ---- |
| **Buyers** | Unique customers who made at least one purchase. | Count of unique customers |
| **Repeat buyers** | Customers who made more than one purchase. | Count of customers with ≥ 2 purchases |
| **Repeat Buyers Rate** | Share of customers who return to buy again. | Repeat customers ÷ total customers × 100% |
| **Buyer Retention Rate** | Share of customers who keep buying over time. | (Customers at end − new customers) ÷ customers at start × 100% |
| **Churn Rate** | Share of customers who stop purchasing. | Customers lost in period ÷ customers at start × 100% |
| **Buyer Lifetime Value (CLV)** | Estimated total revenue a customer generates over their relationship with your store. | Customer lifespan × AOV × purchase frequency |
| **Cost per Acquisition (CPA)** | Average ad cost to gain one customer. | Total ad cost ÷ customers acquired |

###### Audience signals for Google Ads
Below the key metrics, this section lets you export ready-made customer lists to use as **Google Customer Match** audiences. Three segments, each a card with a definition tooltip, a count and percentage, a use case, and an **Export list** button:
* **High-LTV Gateway:** customers with **3 or more purchases** all-time. Your most valuable buyers; a strong seed list for Lookalike / Similar audiences.
* **New customers:** buyers in the selected period whose purchase was their **first ever**. Useful to exclude from new-customer acquisition ads and target with retention.
* **Lapsed:** past customers with **no purchase in the last 90 days**. Ideal for re-engagement campaigns. This segment always looks at the last 90 days and does not change with the date range (the other two do).
**Exports are privacy-safe:** the CSV uses `email, phone, first_name, last_name` with email and phone **hashed (SHA256)**, exactly what Google Customer Match expects. No plain-text personal data leaves your store.

###### Charts
**CLV Trend**, **Repeat Buyer Rate**, **Total vs Repeat Buyers**, and **CPA Trend** over your selected range.
![](https://storage.crisp.chat/users/helpdesk/website/-/8/3/8/3/8383e5404a31c000/image_1e6zg11.png)

### Product tab
The Product tab tracks the full customer journey for each product, from view to purchase, so you can see which products attract attention, which convert well, and where shoppers drop off.

###### Product table
Each row is a product. Columns, in order: **Name, Status, Type, Return Rate (Ads), New Customer Rate**, then the journey metrics and conversion rates below.
**Journey metrics and conversion rates:**
| Metric | Description | Formula |
| ---- |
| **Product Views** | How often the product page was viewed. | — |
| **Added to Cart** | How many times the product was added to a cart. | — |
| **Begin Checkout** | How many times checkout was started with this product. | — |
| **Items Purchased** | How many times the product was purchased. | — |
| **Quantity Purchased** | Total units sold for the product. | — |
| **View to Cart Rate** | Share of views that became an add to cart. | Added to Cart ÷ Product Views |
| **Cart to Begin Checkout Rate** | Share of add-to-carts that started checkout. | Begin Checkout ÷ Added to Cart |
| **Begin Checkout to Purchase Rate** | Share of checkouts that completed. | Items Purchased ÷ Begin Checkout |
| **View to Purchase Rate** | Share of views that ended in a purchase. | Items Purchased ÷ Product Views |

**Ad-focused columns (new):**
| Metric | Description | Formula |
| ---- |
| **Return Rate (Ads)** | Return rate for this product among **ads-attributed** orders (with a click ID), measured by **units**. At **5% or higher** it is flagged amber as **"High returns"**, meaning returns are eating into ad budget. Shows **"—"** with no attributed orders. | Refunded units ÷ units sold (ads orders only) |
| **New Customer Rate** | Share of this product's orders from **first-time buyers**, across **all** orders (ads and organic). At **60% or higher** it is flagged green as **"Front-end hook"**, meaning the product is good at bringing in new buyers. Shows **"—"** with no orders. | First-time-buyer orders ÷ all orders (for this product) |
You can select multiple metrics at once, **sort** any column ascending or descending, **search** by product name, and filter by date range. Products you have removed keep their history, so past reports stay complete.

###### Top products from Google Ads (new)
Above the table, this section lists your **top 5 products** by ads-attributed orders (orders with a click ID) in the selected period. A product may carry a badge:
* **Front-end hook** (green): New Customer Rate ≥ 60%, an ideal top-of-funnel ad product.
* **High returns** (amber): Return Rate (Ads) ≥ 5%, draining budget through returns.
If there are no ads-attributed orders yet, the section shows an empty state.
![](https://storage.crisp.chat/users/helpdesk/website/-/8/3/8/3/8383e5404a31c000/image_1ezclt4.png)

### Frequently asked questions
1. **Do the numbers match across tabs and Sidekick?** Yes. Every tab and Sidekick read from the same data, so for the same date range the numbers match.
2. **What counts as an "ads-attributed" order?** An order that captured a Google click ID (GCLID), linking it back to the ad click. POAS, Return Rate (Ads), and Top products all use ads-attributed orders only.
3. **Why does POAS or Return Rate (Ads) show "—"?** POAS needs ad spend to calculate; Return Rate (Ads) needs ads-attributed orders for that product. Without them, the value shows "—" rather than a misleading number.
4. **How is CPA defined?** The cost to acquire one customer (total ad cost ÷ customers acquired).
5. **Which plans include these tabs?** On the Free plan, the Buyer and Product tabs run in demo mode until you upgrade.