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.
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".

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.

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.

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.

Frequently asked questions

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.
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.
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.
How is CPA defined? The cost to acquire one customer (total ad cost ÷ customers acquired).
Which plans include these tabs? On the Free plan, the Buyer and Product tabs run in demo mode until you upgrade.

Updated on: 04/09/2026

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