For AI agents: the complete documentation index is available at https://docs.clickmax.io/en/llms.txt, the full documentation bundle is available at https://docs.clickmax.io/en/llms-full.txt, and this page is available as Markdown at https://docs.clickmax.io/en/features/traffic/ads-attribution-model.md.
  • English

      • How does Clickmax know which leads and sales came from each ad?

      Clickmax links each lead and each sale to the last ad the contact clicked up to 28 days before becoming a lead or buying. The result is counted on the day of the click, in the ad account's time zone — the same way the ad platforms do it. That is why the last 90 days can still change: a sale today may land on a click from three weeks ago, and a refund or chargeback reduces the sale up to 90 days after the click.

      This is where the Page views, Leads, Sales, Revenue, CPL, CPA and ROAS columns in Traffic → Performance come from, along with the Attributed revenue, ROAS, Return on ad spend and Leads generated cards.

      Before you start

      How a click is matched to an ad

      Clickmax recognizes the ad behind a click in these ways, from most to least reliable:

      PathWhat it needs
      Ad id in the linkThe ad link carries the ad id in a UTM — on Meta, utm_content={{ad.id}}; on Google, utm_content={creative}. This is the path that does not break when someone renames the campaign.
      Funnel traffic sourceThe ad link carries the lk parameter of a funnel traffic source. If several ads in the same ad set share the same link, the result goes to the ad set, not to one ad picked at random.
      Name in the UTMThe UTM only carries the name of the ad, ad set or campaign, and the visit came from a paid click. It works, but stops matching if someone renames it.
      Click-to-WhatsApp adThe conversation started from a Meta ad that opens WhatsApp — see Does Clickmax know when a contact came from a WhatsApp ad?.

      To tag the link, follow Why does my campaign show "No funnel identified"?. An ad click without any of these marks is not counted: there is no way to tell which ad it came from.

      The click counts for the contact even when the person only identifies themselves on a later visit — they clicked the ad on Monday, came back on Thursday another way and bought: the sale goes to Monday's ad.

      What each column counts

      ColumnWhat is included
      Page viewsEach visit that arrived through the ad link, on the day of the visit.
      LeadsContacts created after the click. A contact that already existed and clicked again is not a new lead.
      SalesSales paid on the first charge that were not refunded or charged back. Subscription renewals are left out: they belong to the product, not to the ad that brought the subscriber.
      RevenueThe amount paid for those sales, minus what was refunded or charged back.

      CPL, CPA and ROAS are calculated from these numbers: spend ÷ leads, spend ÷ sales and revenue ÷ spend. Return on ad spend is revenue minus media spend — it is not profit, because it does not subtract product cost, fees or taxes.

      Ad sets and campaigns add up the ads inside them.

      Currencies

      Only revenue from sales in the same currency as the ad account is counted, which is the currency of the spend next to it. A sale in another currency does not show up in that account's ROAS, instead of adding up amounts that cannot be added — see Why does the Ads dashboard ask me to pick a currency?.

      When the numbers show up and update

      The numbers are recalculated on every account sync — the automatic daily one and the Sync button. Each time, Clickmax redoes the last 90 days of clicks — the period in which a refund or chargeback can still arrive and must reduce the sale on the click day.

      Until no click in the workspace has turned into a visit, contact or sale, the dashboard hides these columns and cards and shows a notice at the top: zero there would mean "not measured yet", not "did not sell". Meanwhile, only the numbers the platforms report appear: spend, impressions, clicks, CPC and CPM.

      Why the Clickmax number differs from the ads manager

      The platforms count conversions with their own pixel, windows and models. Clickmax counts what actually became a contact and a sale here, by last click. The two numbers measure different things; use the Clickmax one to know how much real revenue each ad brought.