Revenue is what the business collected.
Platform conversion value is a figure set by a tag at checkout. Realvertising reads the transaction records instead — orders, invoices, payments, refunds, chargebacks and cancellations — from your commerce platform, Shopify and Stripe among those connections, and from your finance system. Each amount is joined to the campaign credited with the journey and described as revenue recorded after that contact, never as revenue the campaign produced. When a payment fails or an order is refunded, the reversal lands in the same series and the earlier figure is restated.
Pixel value and collected value are both kept
Tag-reported conversion value stays visible next to the amount actually collected, because the difference is diagnostic. Discount codes, currency handling, tax treatment and recovered abandoned carts all push the two apart. A widening spread is usually a tracking fault rather than a performance one.
Refunds travel back to the campaign
A refund issued in week six is applied to the week-one order and to the channel, campaign and creative credited with it. Campaigns credited with heavy sales and heavy reversals stop looking like the best performers by the second month. Cohort revenue curves are net of reversals throughout, not only at the end.
Recorded after, not driven by
Revenue lines state what was recorded after contact with a channel under the credit rule in force, and the interface uses those words on screen. A causal claim needs an experiment, so the incremental view is the only place one appears. Keeping the two vocabularies apart is what lets the budget engine's inputs survive a finance review.
In this capability
- Order and payment records
- Refund and chargeback reversal
- Pixel-versus-collected spread
- Net-of-reversals revenue series
Performance
The rest of Performance
True ROAS
Platform-reported, attributed, collected and margin ROAS side by side, plus incremental where an experiment exists.
CAC
Acquisition cost measured against customers your CRM confirms, not conversion actions a platform counted.
Pipeline
Qualified pipeline, opportunity value, won revenue and sales velocity, held per channel, campaign and creative.
Margin
Margin measured with your finance system's definitions. Realvertising reads them and does not author them.
Customer Value
Cohorts by channel, campaign, creative and audience, tracked at 30, 60 and 90 days.
One goal. Every channel. Real business truth.
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