# Funnel Metrics Funnel Metrics are displayed right at the top left of the Dashboard. They help you analyze the ad performances of the running campaigns. The Funnel Metrics data is shown for the last 30 days by default and can be shown for the date range selected. ![](/files/-MKJT02G6cYoy98nufaH) Let’s have a look at each Funnel Metric: 1. **Spend:** Total Ad Spends for the selected time period for all the campaigns, i.e. the amount of money spent on ads. 2. **Ad Impressions:** An impression is when an ad is viewed. Whether the ad is clicked is not taken into account. Each time an ad is viewed, it is counted as one impression. 3. **Ad Clicks:** Total number of clicks on all the ads 4. **Orders:** Total number of purchases in the selected time period 5. **GMV:** Total Revenue earned through all the running campaigns, it is simply the value of all items sold through your ads, for example, if 10 items of R10 have been sold through ads, the GMV is R100 6. **ROI (Return on Investment):** Return on investment earned through all running campaigns for the selected time period, your ROI is simply the percentage of GMV divided by Spend. It shows you how many times the ad spend are you getting back in revenue. For example, if your Spend is R100 and GMV is R500, then the ROI = 500/100 = 5, i.e. you're getting 5 times return on your ad spend (or ROI) in revenue. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://takealot-help.onlinesales.ai/getting-started/funnel-metrics.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.