Channel Analytics Where the numbers come from, what each one means, and why an empty chart is usually a connection problem.

Channel Analytics reads what the channels themselves report. Nothing here is typed in, which is what makes it worth trusting - and what makes an empty chart a specific kind of problem.

What Is Collected

For each connected channel, per campaign, per day:

Metric	Is
Impressions	How many times it was shown
Clicks	How many times it was clicked
Conversions	What the channel counts as a conversion
Spend	What was spent, in the channel's currency

Each row keeps the external campaign id and name from the source, plus the raw payload the channel returned. That is what lets any figure be traced back rather than argued about.

Conversions Are The Channel's Definition

The important caveat. A conversion means whatever that channel says it means, and the definitions differ - one platform counts a view-through, another counts only a click-through, and the attribution windows are not the same either.

So conversions are not comparable across channels without knowing how each one defines them. Comparing Meta conversions to Google conversions as though they were the same unit is the most common mistake in channel reporting.

Spend, impressions and clicks are directly comparable. Conversions are a signal within a channel, over time.

Currency

Spend arrives in the channel's own currency. Where that differs from yours, the connection records the sync currency so the conversion is explicit rather than assumed.

Empty Charts

Almost always a connection problem rather than a performance one. In order:

1. Is the channel connected? Connections live in Operations, under Apps and Import.
2. When did it last sync? The connection keeps its last sync time.
3. Is there a last error? The connection records it. An expired token is the usual cause, and it fails quietly.
4. Is the campaign mapped? Metrics arrive with the channel's own campaign id. If a campaign has no external id for that channel, its numbers have nowhere to land.

Reading It Honestly

Spend against budget is the first thing to look at, because it is unambiguous.

Cost per click across channels is a fair comparison. Cost per conversion is only fair within one channel.

Trends beat snapshots. A single day means little; the direction over a fortnight means a lot.

The gap between channels matters more than the absolute numbers. You are usually deciding where the next unit of budget goes, not whether marketing worked.

The Number That Matters Most

None of these. The question is revenue, and that comes from campaign attribution on deals rather than from channel metrics.

Channel analytics tells you what a channel delivered in its own terms. Whether that turned into business is a Sales question, answered because a deal records the campaign that produced it. See Campaigns.

Common Questions

Numbers differ from the channel's own dashboard. Attribution windows and time zones. Small differences are normal; large ones mean a mapping problem.

Can I add a channel that is not supported? Metrics come from connectors. Anything unsupported has to be tracked outside and reconciled by hand.

How often does it sync? On a schedule. The connection shows the last successful sync, which is the honest answer for any given moment.

Historic data after connecting? Depends on the channel. Some backfill, some start from the connection date.