🛠️ How to access Campaign Statistics
Log in to your Tanganica account.
In the left-hand menu, click on Statistics.
Select the Campaigns tab.
Choose the campaign and date range you want to analyze.
You will now see an overview of your campaign performance metrics.
📈 Explanation of Metrics
💸 Generated revenue
Includes revenue that Tanganica helped generate. This covers:
Direct revenue – orders made right after clicking on a Tanganica ad.
Attributed revenue – a portion of revenue from orders where Tanganica contributed during the customer’s path to purchase.
This data is calculated using a data-driven attribution model that uses machine learning to assign each marketing channel a fair share of revenue based on its actual contribution.
🤝 Assisted revenue
The total value of orders in which Tanganica played a supporting role.
This means the customer interacted with a Tanganica ad at some point, even if the final purchase happened via another channel.
💰 Total expenses
The complete cost of running campaigns with Tanganica. This includes:
✔ Advertising spend
✔ Service fee
The service fee is included to reflect the real total cost of marketing, similar to how agencies count their fee into total expenses.
📉 Campaign COS (Cost of Sales)
Shows what percentage of revenue is spent on ads.
Formula:
Campaign COS = (Ad expenses / Generated revenue) × 100
⚠ The service fee is not included in this calculation.
📉 Total COS (including service fee)
Represents the true cost of advertising – including both ad spend and the service fee.
This gives a more accurate view of profitability and return on investment.
🖱️ Number of clicks
The total number of clicks on Tanganica ads during the selected period.
👥 Number of visits
The number of users who clicked a Tanganica ad and visited your website with cookie consent, allowing tracking of their behavior.
🛒 Number of orders
The total number of purchases completed by visitors who came through Tanganica ads.
📊 Conversion rate
Shows how many visitors from Tanganica ads made a purchase.
Formula:
Conversion rate = (Number of orders / Number of visits) × 100
💡 If you need help analyzing these metrics or improving your results, feel free to contact our sales specialists — we’re here to help!