🛠️ How to access Campaign Statistics
Log in to your Tanganica account.
In the left-hand menu, click on Statistics.
Select the Campaigns tab.
In Selected campaign, choose a campaign (or All campaigns) and set the date range you want to analyze.
You will now see an overview of your campaign performance metrics.
Statistics are always shown for the one e-shop that is currently selected in the app. If you run several e-shops under one account, switch between them to see each one; the app does not offer a combined overview across e-shops. If you need such a summary, we'll prepare it for you on request. The app has no reporting API and no automatic export of statistics. If you need a regular automated report, for example a daily CSV file with campaign statistics, we'll set it up for you on request.
📈 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.
💰 Ad spend
The amount spent on the advertising itself. The Tanganica service fee is not included.
To see the current service fee and the Tanganica fee for the selected period, click the question mark on the Campaign COS tile.
📉 Campaign COS (Cost of Sales)
Shows what percentage of revenue is spent on ads.
Formula:
Campaign COS = (Ad spend / Generated revenue) × 100
⚠ The service fee is not included in this calculation.
📉 Total COS (including fees)
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. You'll find it by clicking the question mark on the Campaign COS tile.
🖱️ 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