Every visit to the Customer Portal. A new visit starts after 30 minutes with no activity, or when the visitor switches Location.

Four visits from the same account count as four visits.

Each web browser, counted once.

Four visits from the same browser on the same device count as one unique visitor.

Family accounts created in the Customer Portal.

Items viewed in the Customer Portal: activities (class, event, appointment or party), Gift Certificates and Point of Sale products.

Enrollments or bookings, Gift Certificates and Point of Sale products added to the cart, whether or not they were bought.

Each item bought in the Customer Portal, counted on its own.

Includes enrollments or bookings, Gift Certificates, Anniversary Charges and Point of Sale products.

Purchase transactions in the Customer Portal. One purchase counts once, no matter how many items it holds.

Revenue from those purchases, based on the cart subtotal at checkout. Full payment isn't always required at checkout.

Each chart breaks its total down by item type.

To drill down by Program, Level or Item Name, select a slice, then click the down arrow in the tile's upper right-hand corner.

New accounts or purchases appear as bars. The revenue they brought in appears as a line.

To narrow or widen the time period, click the up or down arrows in the tile's upper right-hand corner.

Class enrollments made in the Customer Portal, by type: ACTIVE, TRIAL, MAKEUP, WAIT or ONE DAY.

How often each browsing or buying action happened.

Expand an item type to see the actions by Program, Level or Item Name.

Breaks the Revenue metric down by item type.

To drill down by Program, Level or Item Name, select a slice, then click the down arrow in the tile's upper right-hand corner.

Customer Portal visits by Location, leaving out bot traffic. By default, the tile shows browsing sessions per week.

To show one Location, click it on the right side of the tile.

To narrow or widen the time period, click the up or down arrows in the tile's upper right-hand corner.

A map of active families, based on the physical address on file.

How many visits reach each step toward a purchase. Counts usually drop at each step, because some visitors stop.

A typical funnel may include:

• new_session — a visit started
• view_item — an item viewed
• add_to_cart — an item added to the cart
• begin_checkout — checkout started
• purchase — purchase completed

The websites that sent visitors straight to the Customer Portal, with the number of visits from each.

The websites that sent visitors to your Location's own website first.

This chart uses a logarithmic scale, which keeps small values visible. Bar lengths aren't proportional, so hover over a bar to see its exact total.

Visits by device, such as desktop computer, mobile phone or tablet.

Visits by web browser, such as Safari, Chrome, Edge or Firefox.

• Activity — such as view_item or purchase
• Logged In? — Yes or No
• Device ID
• Family ID
• Item Category — such as class-enrollment or gift-certificate
• Item Variant — such as trial or deposit

• When and where — Timestamp, Account, Location, Referrer, Tracking Data
• Who — Device ID, Family ID, Guardian ID, First Name, Last Name
• What — Activity, Item Type, Item Name, Item Variant, Item Price, Item Quantity
• Purchase — Transaction ID, Purchase Subtotal, Purchase Discount, Purchase Promo, Credit Applied, Purchase Tax, Purchase Total

How many times your ad was shown. One person can create several impressions. An impression doesn't mean anyone clicked.

The average spend for a batch of impressions.

• Google Ads — Cost Per 10 Impressions: (Ad Spend ÷ Impressions) × 10
• Meta Ads — Cost Per 1000 Impressions: (Ad Spend ÷ Impressions) × 1000

How many times people clicked your ad.

The average spend on clicks.

• Google Ads — Cost Per Click: Ad Spend ÷ Ad Clicks
• Meta Ads — Cost Per Ten Clicks: (Ad Spend ÷ Ad Clicks) × 10. When Meta counts link clicks, this is the cost per ten link clicks.

Customer Portal visits tied to your ads. One person can create more than one visit.

The average ad cost for one Customer Portal visit. Formula: Ad Spend ÷ Portal Visits.

CPPV shows whether ad clicks reach the portal or drop off first.

The revenue that iClassPro (Growth Engine) credits to customers or purchases tied to your ads.

The total spent on ads in the date range. Meta's own reports may call this Amount Spent.

The attributed revenue for each dollar spent on ads. Formula: Attributed Revenue ÷ Ad Spend.

A ROAS of 4.00 means $4 in attributed revenue for every $1 spent (400%).

ROAS by day or week across the date range, to show when returns were stronger or weaker.

New customer accounts tied to your ads.

The average ad cost for one new account. Formula: Ad Spend ÷ New Accounts Generated.

Completed purchases tied to your ads. Total Purchases counts purchases, not revenue.

The average ad cost for one purchase. Formula: Ad Spend ÷ Total Purchases.

Spend at each level, so you can see where your budget goes:

• Campaign — the whole campaign
• Ad Group (Google Ads) — related ads and keywords in a campaign
• Ad Set (Meta Ads) — ads that share audience, placement, schedule, budget or optimization settings
• Ad — one ad

Results at the campaign, group and ad level, to show which parts work best.

May include impressions, clicks, CPC, portal visits, new accounts, purchases, revenue, ad spend, conversion rates and ROAS.

The estimated share of ad clicks that may be fraud. Signs include repeated clicks, automated traffic, odd click patterns and questionable domains.

Formula: (Suspected Fraudulent Clicks ÷ Total Ad Clicks) × 100.

The rate is an estimate. It isn't necessarily the number of clicks Google officially refunded.

The average suspected fraud rate each week, to spot rises, drops or patterns.

Websites whose traffic looks suspicious, or looks normal and likely comes from real people.

Cities where people were, or usually were, when they interacted with your ads.

The "Top in" city has the highest result for the metric you pick, such as clicks, visits or purchases.

Cities people showed interest in, even when they weren't there. Google Ads reports this city for each ad click.

The "Top in" city has the most interest for the metric you pick.

How the keywords behind your Google Search ads perform.

May show impressions, ad clicks, CPC, portal visits, new accounts, purchases, attributed revenue and ROAS.

Data collection begins only after the Feature is turned on, so activity from before then doesn't appear.

If revenue or attribution still looks low and your ads send people to your own website, check that the Attribution Data Relay Script is in the head section of that website. The script passes the ad details along to your Customer Portal.

The dashboard leaves today's date out of every visual, so a part-day doesn't skew your totals.

To see today's numbers now, set the date filter to Exclude previous: None. Otherwise, today's totals show up in tomorrow's metrics.

The dashboard refreshes about every five hours, so recent clicks, visits and purchases can take a little while to appear.

The two count sales differently:

• Your dashboard — uses only sales data from your Customer Portal. It doesn't estimate.
• Your ad provider — many browsers block its tracking tags (Google Analytics, Google Tag Manager, Meta Pixel), even with automatic tracking. Missed sales make its numbers lower. Its estimates to fill that gap can make them higher.

ROAS compares your ad spend with the Customer Portal revenue attributed to your ads. The formula is Attributed Revenue ÷ Ad Spend.

ROAS is only as accurate as attribution. When your ads send people to your own website, attribution relies on the Attribution Data Relay Script being installed there.

The ad fraud view flags suspected bot clicks from low-quality sources. The view also separates domains that look fraudulent from domains that look legitimate, to help you judge the quality of your ad traffic.