How to Use Ads
Find out more about how to set up and manage your ads to grow your business.
Shopee On-Platform Ads
Product Ads
GMV Max
Manual Bidding
Other Features
Shop Ads
Brand Ads
Brand Max Ads
Homepage Brand Ads
Search Brand Ads
Live Ads
Video Ads
General Tips
User Guide
Upcoming Changes
Shopee Off-Platform Ads
Facebook Ads
General Tips
Yes 
No
Monitoring Ads Performance
The Different Ad Campaign Performance Metrics
Performance Metric | Definition | Example |
Impressions | Measure the number of times your ad or campaign is seen by logged-in shoppers. | The higher the impressions, the wider the reach of your ads to potential shoppers. |
Clicks | Measure the number of times logged-in shoppers click on your ads or campaign after seeing them. | |
Click-Through Rate (CTR) | Measures the percentage of times shoppers click on your ad or campaign after seeing them. | If there are 100 impressions for your ad or campaign, and 10 clicks, your CTR is 10%. A higher CTR is better as it reflects higher interest in your ad or campaign. |
Orders | Placed: Total number of placed orders within 7 days of campaign click, or 1 day of GMV Max campaign view. Placed orders include all buyer checkouts, even if later cancelled or returned. | If a user clicks on Product A’s campaign within the last 7 days, or views Product A that has an active GMV Max campaign within the last 1 day, and then places an order, Product A campaign will record 1 placed order. |
Confirmed: Total number of confirmed orders within 7 days of campaign click, or 1 day of GMV Max campaign view. Confirmed orders include paid non‑COD orders, as well as COD orders confirmed by the system for shipping, even if they are later cancelled, returned, or refunded. | If a user clicks on Product A campaign or views Product A that has an active GMV Max campaign within the last 1 day, and places a COD order for Product A which confirmed for delivery within 7 days, it will be attributed to Product A campaign as 1 confirmed order. | |
Conversions | Placed: Total number of unique products sold from placed orders completed within 7 days of campaign click, or 1 day of GMV Max campaign view. Click Attribution: If a user clicks on Product A campaign , and places an order for 3 units of Product A and 2 units of Product B within 7 days, a total of 2 placed conversions (1 from Product A and 1 from Product B) will be attributed to Product A’s campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 placed conversions (from Product A) will be attributed to Product A GMV Max campaign. One conversion can consist of multiple items sold of the same product. | |
Confirmed: Total number of unique products sold from confirmed orders completed within 7 days of campaign click, or 1 day of GMV Max campaign view. Click Attribution: If a user clicks on Product A campaign, and purchased 3 units of Product A and 2 units of Product B within 7 days, a total of 2 confirmed conversions (1 from Product A and 1 from Product B) will be attributed to Product A campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign within the last 1 day, and purchased 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 confirmed conversions (from Product A) will be attributed to Product A GMV Max campaign. One conversion can consist of multiple items sold of the same product. | ||
Items Sold | Placed: Total quantity of products that buyers placed orders for within 7 days of campaign click, or 1 day of GMV Max campaign view. Click Attribution: If a user clicks on Product A campaign, and places an order for 2 units of Product A and 1 units of Product B within 7 days, a total of 3 placed items sold will be attributed to Product A campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign within the last 1 day, and placed an order for 2 units of Product A and 1 units of Product B within 7 days, a total of 2 placed items sold will be attributed to Product A GMV Max campaign. | |
Confirmed: Total quantity of products that buyers confirmed orders for within 7 days of campaign click, or 1 day of GMV Max campaign view. Click Attribution: If a user clicks on Product A campaign, and places a COD order for 2 items of Product A and 1 item of Product B within 7 days, and order has confirmed shipping, 3 confirmed items sold will be attributed to Product A campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign within the last 1 day, and places a COD order for 2 units of Product A and 1 units of Product B the last 1 day, a total of 2 confirmed items will be attributed to Product A GMV Max campaign once the order is confirmed for delivery. | ||
Gross Merchandise Value (GMV) | Placed: Total sales from placed orders from your shop within 7 days of campaign click, or 1 day of GMV Max campaign view. Placed orders include all buyer checkouts, even if later cancelled or returned. Click Attribution: If a user clicks on Product A campaign, and places an order for Product A and Product B within 7 days, the total placed GMV of Product A and B will be attributed to Product A campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign within the last 1 day, and places order for 2 units of Product A and 1 units of Product B the last 1 day, the total placed GMV of Product A will be attributed to Product A GMV Max campaign. | |
Confirmed: Total sales from confirmed orders from your shop within 7 days of campaign click, or 1 day of GMV Max campaign view. Confirmed orders include paid non‑COD orders, as well as COD orders confirmed by the system for shipping, even if they are later cancelled, returned, or refunded. Click Attribution: If a user clicks on Product A campaign, and places an COD order Product A and Product B within 7 days, and order has confirmed shipping, the total placed GMV of Product A and B will be attributed to Product A campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign within the last 1 day and then places a COD order for 2 units of Product A and 1 unit of Product B within the same period, the total confirmed GMV of Product A will be attributed to Product A’s GMV Max campaign once the order is confirmed for delivery. | ||
Expense | Measures the total amount of money spent on your ads or campaigns. Make sure your expense is within your advertising budget. | |
Return on Advertising Spend (ROAS) | Placed: Measures the sales from placed orders generated within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads. ROAS = Placed GMV ÷ Campaign Expense. | |
Confirmed: Measures the sales from confirmed orders generated within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads ROAS = Confirmed GMV ÷ Campaign Expense. | ||
Advertising Cost of Sales (ACOS) | Placed: Measures the expense relative to sales from placed orders generated within 7 days of campaign click, or 1 day of GMV Max campaign view (ACOS = Campaign Expense ÷ Placed GMV × 100%). | |
Confirmed: Measures the expense relative to sales from confirmed orders generated within 7 days of campaign click, or 1 day of GMV Max campaign view (ACOS = Campaign Expense ÷ Confirmed GMV × 100%.) | ||
Conversion Rate (CR) | Placed: Measures how often buyers complete a placed order for unique products within 7 days of campaign click, or 1 day of GMV Max campaign view (Conversion Rate = Placed Conversions ÷ Clicks × 100%.). | |
Confirmed: Measures how often buyers complete a confirmed order for unique products within 7 days of campaign click, or 1 day of GMV Max campaign view (Conversion Rate = Confirmed Conversions ÷ Clicks × 100%). | ||
Cost per Conversion | Placed: Refers to on average how much each placed conversion costs (Cost per Conversion = Expense ÷ Placed Conversions). | |
Confirmed: Measures how much each confirmed conversion costs on average (Cost per Conversion = Expense ÷ Confirmed Conversions). |
What is a‘Direct’metric and how is it different?
Metrics labeled as "Direct" only track actions related to the promoted item.
In contrast, metrics without "Direct" include actions taken on both the promoted item and other items from the same shop.
Performance Metrics | For Product Ad Campaigns | For Shop Ad Campaigns |
Direct Conversions | Placed: Total number of promoted products sold from placed orders completed within 7 days of campaign click, or 1 day of GMV Max campaign view. Click Attribution: If a user clicks on Product A campaign, and places an order for 3 items of Product A and 1 item of Product B within 7 days, only 1 placed direct conversion on Product A will be attributed to Product A campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 placed direct conversion (from Product A) will be attributed to Product A GMV Max campaign. | Products displayed on Shop Search Ads that are clicked and purchased within 7 days. Products that are clicked on ad's landing page (that is either shop's page or a product collection page) within 1 day of ad click and purchased within 7 days. Note: Not all Shop Search Ads shown to shoppers display products from your shop. For more information, click here. |
Confirmed: Total number of promoted products sold from confirmed orders completed within 7 days of campaign click, or 1 day of campaign view. Click Attribution: If a user clicks on Product A campaign, and completes payment for 3 items of Product A and 1 item of Product B within 7 days, only 1 confirmed direct conversion on Product A will be attributed to Product A campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 confirmed direct conversion (from Product A) will be attributed to Product A GMV Max campaign. | ||
Direct Items Sold | Placed: Total quantity of promoted products that buyers paid for within 7 days of campaign click, or 1 day of GMV Max campaign view. Click Attribution: If a user clicks on Product A campaign, and places an order for 2 items of Product A and 1 item of Product B within 7 days, only 2 paid direct items sold of Product A will be attributed to Product A campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 3 placed direct items sold (from Product A) will be attributed to Product A GMV Max campaign. | Products displayed on Shop Search Ads that are clicked and purchased within 7 days Products that are clicked on ad's landing page (that is either shop's) within 7 days |
Confirmed: Total quantity of promoted products that buyers confirmed orders for within 7 days of campaign click, or 1 day of GMV Max campaign view. Click Attribution: If a user clicks on Product A campaign, and purchases 2 items of Product A and 1 item of Product B within 7 days, only 2 confirmed direct items sold of Product A will be attributed to Product A campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 3 confirmed direct items sold (from Product A) will be attributed to Product A GMV Max campaign. | ||
Direct Gross Merchandise Value (GMV) | Placed: Total sales from placed orders from your promoted product within 7 days of campaign click, or 1 day of GMV Max campaign view. Placed orders include all buyer checkouts, even if later cancelled or returned. Click Attribution: If a user clicks on Product A campaign, and places an order for Product A and Product B within 7 days, only the GMV of Product A will be attributed to Product A campaign. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for Product A and Product B within the last 1 day, only the placed direct GMV of Product A will be attributed to Product A GMV Max campaign. | Products displayed on Shop Search Ads that are clicked and purchased within 7 days. Products that are clicked on ad's landing page (that is either shop's page or a product collection page) within 1 day of ad click and purchased within 7 days. |
Confirmed: Total sales from confirmed orders from your promoted product within 7 days of campaign click, or 1 day of GMV Max campaign view. Confirmed orders include paid non‑COD orders, as well as COD orders confirmed by the system for shipping, even if they are later cancelled, returned, or refunded. Click Attribution: If a user clicks on Product A campaign, and places an order for Product A and Product B within 7 days, only the GMV of Product A will be attributed to Product A campaign once the COD order shipping is confirmed. View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for Product A and Product B within the last 1 day, only the confirmed direct GMV of Product A will be attributed to Product A GMV Max campaign. | ||
Direct Return on Advertising Spend (Direct ROAS) | Placed: Measures the sales from placed orders generated from promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads (Direct ROAS = Placed Direct GMV ÷ Expense). | |
Confirmed: Measures the sales from confirmed orders generated from promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads (Direct ROAS = Confirmed Direct GMV ÷ Expense). | ||
Direct Advertising Cost of Sales (Direct ACOS) | Placed: Measures the expense relative to sales from placed orders from promoted products generated within 7 days of campaign click, or 1 day of GMV Max campaign view (Direct ACOS = Campaign Expense ÷ Direct Placed GMV × 100%). | |
Confirmed: Measures the expense relative to sales from confirmed orders from promoted products generated within 7 days of campaign click, or 1 day of campaign view (Direct ACOS = Campaign Expense ÷ Direct Confirmed GMV × 100%). | ||
Direct Conversion Rate (Direct CR) | Placed: Measures how often buyers complete a placed order for promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view (Direct CR = Placed Direct Conversions ÷ Clicks × 100%). | |
Confirmed: Measures how often buyers complete a confirmed order for promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view (Direct Conversion Rate = Confirmed Direct Conversions ÷ Clicks × 100%). | ||
Cost per Direct Conversion | Placed: Placed Cost Per Direct Conversion: Measures how much each placed conversion of the promoted product costs on average (Cost per Direct Conversion = Expense ÷ Placed Direct Conversions). | |
Confirmed: Measures how much each confirmed conversion of the promoted product costs on average(Cost per Direct Conversion = Expense ÷ Confirmed Direct Conversions). | ||
Cost Per Thousand Impressions (CPM) | Cost Per Thousand Impressions measures the cost to deliver a thousand ad impressions (Cost Per Thousand Impressions = Expense ÷ Impressions x 1000). [Only for Brand Ads] CPM is fixed when you book your campaign. You will only be charged based on the actual ad impressions delivered while your Brand Ads campaign is live. |
What is the difference between Placed / Confirmed Performance Metrics?
- Placed GMV: Placed GMV refers to the total value of all orders at the time they are placed (checkout). This includes both paid and unpaid orders.
- Confirmed GMV: Confirmed GMV is the total value of confirmed orders.
- Non-COD (cash on delivery) orders: GMV confirmed upon payment completion
- COD orders: GMV is confirmed once the order is confirmed for shipping.
For more information on the new changes, you can refer to this article.
The Difference Between Orders, Conversions and Items Sold
Each metric helps you track how well your ads generate sales on a different level:
- Orders: Measures how many orders your ads or campaigns generate.
- Conversions: Measures how many unique products are sold in each order your ads or campaigns generate.
- Items Sold: Measures the quantity of products sold in each order your ads or campaigns generate.
For example, if a shopper clicks on your ads or campaign for product A, purchases 2 units of product A and 3 units of product B in a single order:
- Orders = 1
- Conversions = 2 (Unique products sold are product A and product B)
- Items Sold = 5 (A total of 2 units of product A and 3 units of product B)
Understanding Product Impressions, Clicks and CTR for Shop Ads
Product Impressions
- Product Impressions refer to the number of times products in your shop page are seen by logged-in shoppers after clicking your Shop Ad.
- For example, if a shopper clicks on your Shop Ad and scrolls down to see 10 products in your shop's page before they exit, you will have 10 Product Impressions. A higher Product Impression indicates that shoppers explore your shop more after clicking your Shop Ad.
Product Clicks
- Product Clicks refer to the number of times the products in your shop page are clicked by logged-in shoppers after clicking your Shop Ad.
- For example, if a shopper clicks on your Shop Ad, then clicks on 4 products in your shop page, you’ll get 1 Click and 4 Product Clicks. As such, your Product Click count may be higher than your Click count, as an interested shopper may click on multiple products after clicking once on your Shop Search Ad.
Product CTR
- Product CTR measures the percentage of times shoppers click on your products upon seeing them in your shop page, after they click on your Shop Search Ad.
- Product CTR = Product Clicks ÷ Product Impressions
- For example, if you have 100 Product Impressions and 20 Product Clicks, your Product CTR is 20%. High Product CTR indicates that the products on your shop page are attractive to shoppers.
What are Reach, Page Views and Unique Visitors for Brand Ads?
Reach
- Reach refers to the total number of unique users who have viewed your Brand Ad during the campaign duration.
- For example, if you are running a 7-day campaign and the same shopper saw your Brand Ads on Day 1 and Day 5, you will get 1 Reach.
Unique Visitors
- Unique Visitors refers to the total number of unique users who visited your shop page and/or product pages within 24 hours after a click on your Brand Ads.
Page Views
- Page Views refers to the total views of your shop page and/or product pages within 24 hours after a click on your Brand Ad.
- For example, if a shopper clicks on your Brand Ads, lands on your shop page and proceeds to click on a product listed, you'll get 2 Page Views. A higher Page View compared to Unique Visitors shows that shoppers explored your shop after Brand Ads drove awareness.
Checking Your Performance
Check your ads 'or campaigns' performance via your Shopee app or by logging into Seller Center on your browser.
1. Via Shopee app
- Tap on your "Me" tab
- Tap on "My Shop" at the top left of the screen
- Scroll down and tap on "Shopee Ads"
- Depending on which ad type you are looking for, tap on "Search Ads" or "Discovery Ads", or "Display Ads"
- Tap on any product to see the product level ads performance data. You can also toggle the desired time period for the ads performance.
2. Via Seller Centre on your browser
- After logging into your Seller Centre, click "Shopee Ads" on the left navigation bar.
Frequently Asked Questions
When and how often should I review my ad or campaign data?
When running your ad or campaign for the first time, wait for at least 2 weeks before downloading the report to get sufficient and robust data. Minimal adjustment is advised for the first 2 weeks for new ads or campaigns.
Check your ad or campaign performance at least once a day after 2 weeks. You can check more frequently if your ads are not performing to your expectations and optimize your ads or campaigns.
Download and save your data regularly. The Export Data function allows you to access data up to the last 90 days.
How is my Gross Merchandise Value (GMV) calculated?
"GMV" on Shopee Ads is calculated from placed orders attributed to your ads, and only takes into account the item price of these products. Any additional fees paid by buyers or any discounts offered from the seller or platform are not included in the computation.
How can I optimize or troubleshoot my ads or campaigns based on these metrics?
Get a detailed guide on troubleshooting your ads or campaigns, as well as best practices, through here.
Want to learn more? Watch out for our upcoming webinars through the following link:
https://seller.shopee.ph/edu/webinars
Last Updated: January 5, 2026
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Monitoring Ads Performance
The Different Ad Campaign Performance Metrics
Performance MetricDefinitionExampleImpressionsMeasure the number of times your ad or campaign is seen by logged-in shoppers.The higher the impressions, the wider the reach of your ads to potential shoppers.ClicksMeasure the number of times logged-in shoppers click on your ads or campaign after seeing them.Click-Through Rate (CTR)Measures the percentage of times shoppers click on your ad or campaign after seeing them.If there are 100 impressions for your ad or campaign, and 10 clicks, your CTR is 10%. A higher CTR is better as it reflects higher interest in your ad or campaign.OrdersPlaced: Total number of placed orders within 7 days of campaign click, or 1 day of GMV Max campaign view. Placed orders include all buyer checkouts, even if later cancelled or returned.If a user clicks on Product A’s campaign within the last 7 days, or views Product A that has an active GMV Max campaign within the last 1 day, and then places an order, Product A campaign will record 1 placed order.Confirmed: Total number of confirmed orders within 7 days of campaign click, or 1 day of GMV Max campaign view. Confirmed orders include paid non‑COD orders, as well as COD orders confirmed by the system for shipping, even if they are later cancelled, returned, or refunded.If a user clicks on Product A campaign or views Product A that has an active GMV Max campaign within the last 1 day, and places a COD order for Product A which confirmed for delivery within 7 days, it will be attributed to Product A campaign as 1 confirmed order.ConversionsPlaced: Total number of unique products sold from placed orders completed within 7 days of campaign click, or 1 day of GMV Max campaign view.Click Attribution: If a user clicks on Product A campaign , and places an order for 3 units of Product A and 2 units of Product B within 7 days, a total of 2 placed conversions (1 from Product A and 1 from Product B) will be attributed to Product A’s campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 placed conversions (from Product A) will be attributed to Product A GMV Max campaign.One conversion can consist of multiple items sold of the same product.Confirmed: Total number of unique products sold from confirmed orders completed within 7 days of campaign click, or 1 day of GMV Max campaign view.Click Attribution: If a user clicks on Product A campaign, and purchased 3 units of Product A and 2 units of Product B within 7 days, a total of 2 confirmed conversions (1 from Product A and 1 from Product B) will be attributed to Product A campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign within the last 1 day, and purchased 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 confirmed conversions (from Product A) will be attributed to Product A GMV Max campaign.One conversion can consist of multiple items sold of the same product.Items SoldPlaced: Total quantity of products that buyers placed orders for within 7 days of campaign click, or 1 day of GMV Max campaign view.Click Attribution: If a user clicks on Product A campaign, and places an order for 2 units of Product A and 1 units of Product B within 7 days, a total of 3 placed items sold will be attributed to Product A campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign within the last 1 day, and placed an order for 2 units of Product A and 1 units of Product B within 7 days, a total of 2 placed items sold will be attributed to Product A GMV Max campaign.Confirmed: Total quantity of products that buyers confirmed orders for within 7 days of campaign click, or 1 day of GMV Max campaign view.Click Attribution: If a user clicks on Product A campaign, and places a COD order for 2 items of Product A and 1 item of Product B within 7 days, and order has confirmed shipping, 3 confirmed items sold will be attributed to Product A campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign within the last 1 day, and places a COD order for 2 units of Product A and 1 units of Product B the last 1 day, a total of 2 confirmed items will be attributed to Product A GMV Max campaign once the order is confirmed for delivery.Gross Merchandise Value (GMV)Placed: Total sales from placed orders from your shop within 7 days of campaign click, or 1 day of GMV Max campaign view. Placed orders include all buyer checkouts, even if later cancelled or returned.Click Attribution: If a user clicks on Product A campaign, and places an order for Product A and Product B within 7 days, the total placed GMV of Product A and B will be attributed to Product A campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign within the last 1 day, and places order for 2 units of Product A and 1 units of Product B the last 1 day, the total placed GMV of Product A will be attributed to Product A GMV Max campaign.Confirmed: Total sales from confirmed orders from your shop within 7 days of campaign click, or 1 day of GMV Max campaign view. Confirmed orders include paid non‑COD orders, as well as COD orders confirmed by the system for shipping, even if they are later cancelled, returned, or refunded.Click Attribution: If a user clicks on Product A campaign, and places an COD order Product A and Product B within 7 days, and order has confirmed shipping, the total placed GMV of Product A and B will be attributed to Product A campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign within the last 1 day and then places a COD order for 2 units of Product A and 1 unit of Product B within the same period, the total confirmed GMV of Product A will be attributed to Product A’s GMV Max campaign once the order is confirmed for delivery.ExpenseMeasures the total amount of money spent on your ads or campaigns. Make sure your expense is within your advertising budget.Return on Advertising Spend (ROAS)Placed: Measures the sales from placed orders generated within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads. ROAS = Placed GMV ÷ Campaign Expense.Confirmed: Measures the sales from confirmed orders generated within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads ROAS = Confirmed GMV ÷ Campaign Expense.Advertising Cost of Sales (ACOS)Placed: Measures the expense relative to sales from placed orders generated within 7 days of campaign click, or 1 day of GMV Max campaign view (ACOS = Campaign Expense ÷ Placed GMV × 100%).Confirmed: Measures the expense relative to sales from confirmed orders generated within 7 days of campaign click, or 1 day of GMV Max campaign view (ACOS = Campaign Expense ÷ Confirmed GMV × 100%.)Conversion Rate (CR)Placed: Measures how often buyers complete a placed order for unique products within 7 days of campaign click, or 1 day of GMV Max campaign view (Conversion Rate = Placed Conversions ÷ Clicks × 100%.).Confirmed: Measures how often buyers complete a confirmed order for unique products within 7 days of campaign click, or 1 day of GMV Max campaign view (Conversion Rate = Confirmed Conversions ÷ Clicks × 100%).Cost per ConversionPlaced: Refers to on average how much each placed conversion costs (Cost per Conversion = Expense ÷ Placed Conversions).Confirmed: Measures how much each confirmed conversion costs on average (Cost per Conversion = Expense ÷ Confirmed Conversions).What is a‘Direct’metric and how is it different?
Metrics labeled as "Direct" only track actions related to the promoted item.
In contrast, metrics without "Direct" include actions taken on both the promoted item and other items from the same shop.
Performance MetricsFor Product Ad CampaignsFor Shop Ad CampaignsDirect ConversionsPlaced: Total number of promoted products sold from placed orders completed within 7 days of campaign click, or 1 day of GMV Max campaign view.Click Attribution: If a user clicks on Product A campaign, and places an order for 3 items of Product A and 1 item of Product B within 7 days, only 1 placed direct conversion on Product A will be attributed to Product A campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 placed direct conversion (from Product A) will be attributed to Product A GMV Max campaign.Products displayed on Shop Search Ads that are clicked and purchased within 7 days.Products that are clicked on ad's landing page (that is either shop's page or a product collection page) within 1 day of ad click and purchased within 7 days.Note: Not all Shop Search Ads shown to shoppers display products from your shop. For more information, click here.Confirmed: Total number of promoted products sold from confirmed orders completed within 7 days of campaign click, or 1 day of campaign view.Click Attribution: If a user clicks on Product A campaign, and completes payment for 3 items of Product A and 1 item of Product B within 7 days, only 1 confirmed direct conversion on Product A will be attributed to Product A campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 1 confirmed direct conversion (from Product A) will be attributed to Product A GMV Max campaign.Direct Items SoldPlaced: Total quantity of promoted products that buyers paid for within 7 days of campaign click, or 1 day of GMV Max campaign view.Click Attribution: If a user clicks on Product A campaign, and places an order for 2 items of Product A and 1 item of Product B within 7 days, only 2 paid direct items sold of Product A will be attributed to Product A campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 3 placed direct items sold (from Product A) will be attributed to Product A GMV Max campaign.Products displayed on Shop Search Ads that are clicked and purchased within 7 daysProducts that are clicked on ad's landing page (that is either shop's) within 7 daysConfirmed: Total quantity of promoted products that buyers confirmed orders for within 7 days of campaign click, or 1 day of GMV Max campaign view.Click Attribution: If a user clicks on Product A campaign, and purchases 2 items of Product A and 1 item of Product B within 7 days, only 2 confirmed direct items sold of Product A will be attributed to Product A campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for 3 units of Product A and 2 units of Product B within the last 1 day, a total of 3 confirmed direct items sold (from Product A) will be attributed to Product A GMV Max campaign.Direct Gross Merchandise Value (GMV)Placed: Total sales from placed orders from your promoted product within 7 days of campaign click, or 1 day of GMV Max campaign view. Placed orders include all buyer checkouts, even if later cancelled or returned.Click Attribution: If a user clicks on Product A campaign, and places an order for Product A and Product B within 7 days, only the GMV of Product A will be attributed to Product A campaign.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and places an order for Product A and Product B within the last 1 day, only the placed direct GMV of Product A will be attributed to Product A GMV Max campaign.Products displayed on Shop Search Ads that are clicked and purchased within 7 days.Products that are clicked on ad's landing page (that is either shop's page or a product collection page) within 1 day of ad click and purchased within 7 days.Confirmed: Total sales from confirmed orders from your promoted product within 7 days of campaign click, or 1 day of GMV Max campaign view. Confirmed orders include paid non‑COD orders, as well as COD orders confirmed by the system for shipping, even if they are later cancelled, returned, or refunded.Click Attribution: If a user clicks on Product A campaign, and places an order for Product A and Product B within 7 days, only the GMV of Product A will be attributed to Product A campaign once the COD order shipping is confirmed.View Attribution (GMV Max only): If a user views Product A that has an active GMV Max campaign, and paid for Product A and Product B within the last 1 day, only the confirmed direct GMV of Product A will be attributed to Product A GMV Max campaign.Direct Return on Advertising Spend (Direct ROAS)Placed: Measures the sales from placed orders generated from promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads (Direct ROAS = Placed Direct GMV ÷ Expense).Confirmed: Measures the sales from confirmed orders generated from promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view, relative to every dollar spent on your ads (Direct ROAS = Confirmed Direct GMV ÷ Expense).Direct Advertising Cost of Sales (Direct ACOS)Placed: Measures the expense relative to sales from placed orders from promoted products generated within 7 days of campaign click, or 1 day of GMV Max campaign view (Direct ACOS = Campaign Expense ÷ Direct Placed GMV × 100%).Confirmed: Measures the expense relative to sales from confirmed orders from promoted products generated within 7 days of campaign click, or 1 day of campaign view (Direct ACOS = Campaign Expense ÷ Direct Confirmed GMV × 100%).Direct Conversion Rate (Direct CR)Placed: Measures how often buyers complete a placed order for promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view (Direct CR = Placed Direct Conversions ÷ Clicks × 100%).Confirmed: Measures how often buyers complete a confirmed order for promoted products within 7 days of campaign click, or 1 day of GMV Max campaign view (Direct Conversion Rate = Confirmed Direct Conversions ÷ Clicks × 100%).Cost per Direct ConversionPlaced: Placed Cost Per Direct Conversion: Measures how much each placed conversion of the promoted product costs on average (Cost per Direct Conversion = Expense ÷ Placed Direct Conversions).Confirmed: Measures how much each confirmed conversion of the promoted product costs on average(Cost per Direct Conversion = Expense ÷ Confirmed Direct Conversions).Cost Per Thousand Impressions (CPM)Cost Per Thousand Impressions measures the cost to deliver a thousand ad impressions (Cost Per Thousand Impressions = Expense ÷ Impressions x 1000).[Only for Brand Ads] CPM is fixed when you book your campaign. You will only be charged based on the actual ad impressions delivered while your Brand Ads campaign is live.What is the difference between Placed / Confirmed Performance Metrics?
- Placed GMV: Placed GMV refers to the total value of all orders at the time they are placed (checkout). This includes both paid and unpaid orders.
- Confirmed GMV: Confirmed GMV is the total value of confirmed orders.
- Non-COD (cash on delivery) orders: GMV confirmed upon payment completion
- COD orders: GMV is confirmed once the order is confirmed for shipping.
For more information on the new changes, you can refer to this article.
The Difference Between Orders, Conversions and Items Sold
Each metric helps you track how well your ads generate sales on a different level:
- Orders: Measures how many orders your ads or campaigns generate.
- Conversions: Measures how many unique products are sold in each order your ads or campaigns generate.
- Items Sold: Measures the quantity of products sold in each order your ads or campaigns generate.
For example, if a shopper clicks on your ads or campaign for product A, purchases 2 units of product A and 3 units of product B in a single order:
- Orders = 1
- Conversions = 2 (Unique products sold are product A and product B)
- Items Sold = 5 (A total of 2 units of product A and 3 units of product B)
Understanding Product Impressions, Clicks and CTR for Shop Ads
Product Impressions
- Product Impressions refer to the number of times products in your shop page are seen by logged-in shoppers after clicking your Shop Ad.
- For example, if a shopper clicks on your Shop Ad and scrolls down to see 10 products in your shop's page before they exit, you will have 10 Product Impressions. A higher Product Impression indicates that shoppers explore your shop more after clicking your Shop Ad.
Product Clicks
- Product Clicks refer to the number of times the products in your shop page are clicked by logged-in shoppers after clicking your Shop Ad.
- For example, if a shopper clicks on your Shop Ad, then clicks on 4 products in your shop page, you’ll get 1 Click and 4 Product Clicks. As such, your Product Click count may be higher than your Click count, as an interested shopper may click on multiple products after clicking once on your Shop Search Ad.
Product CTR
- Product CTR measures the percentage of times shoppers click on your products upon seeing them in your shop page, after they click on your Shop Search Ad.
- Product CTR = Product Clicks ÷ Product Impressions
- For example, if you have 100 Product Impressions and 20 Product Clicks, your Product CTR is 20%. High Product CTR indicates that the products on your shop page are attractive to shoppers.
What are Reach, Page Views and Unique Visitors for Brand Ads?
Reach
- Reach refers to the total number of unique users who have viewed your Brand Ad during the campaign duration.
- For example, if you are running a 7-day campaign and the same shopper saw your Brand Ads on Day 1 and Day 5, you will get 1 Reach.
Unique Visitors
- Unique Visitors refers to the total number of unique users who visited your shop page and/or product pages within 24 hours after a click on your Brand Ads.
Page Views
- Page Views refers to the total views of your shop page and/or product pages within 24 hours after a click on your Brand Ad.
- For example, if a shopper clicks on your Brand Ads, lands on your shop page and proceeds to click on a product listed, you'll get 2 Page Views. A higher Page View compared to Unique Visitors shows that shoppers explored your shop after Brand Ads drove awareness.
Checking Your Performance
Check your ads 'or campaigns' performance via your Shopee app or by logging into Seller Center on your browser.
1. Via Shopee app
- Tap on your "Me" tab
- Tap on "My Shop" at the top left of the screen
- Scroll down and tap on "Shopee Ads"
- Depending on which ad type you are looking for, tap on "Search Ads" or "Discovery Ads", or "Display Ads"
- Tap on any product to see the product level ads performance data. You can also toggle the desired time period for the ads performance.
2. Via Seller Centre on your browser
- After logging into your Seller Centre, click "Shopee Ads" on the left navigation bar.
Frequently Asked Questions
When and how often should I review my ad or campaign data?
When running your ad or campaign for the first time, wait for at least 2 weeks before downloading the report to get sufficient and robust data. Minimal adjustment is advised for the first 2 weeks for new ads or campaigns.
Check your ad or campaign performance at least once a day after 2 weeks. You can check more frequently if your ads are not performing to your expectations and optimize your ads or campaigns.
Download and save your data regularly. The Export Data function allows you to access data up to the last 90 days.
How is my Gross Merchandise Value (GMV) calculated?
"GMV" on Shopee Ads is calculated from placed orders attributed to your ads, and only takes into account the item price of these products. Any additional fees paid by buyers or any discounts offered from the seller or platform are not included in the computation.
How can I optimize or troubleshoot my ads or campaigns based on these metrics?
Get a detailed guide on troubleshooting your ads or campaigns, as well as best practices, through here.
Want to learn more? Watch out for our upcoming webinars through the following link:
https://seller.shopee.ph/edu/webinars
Last Updated: January 5, 2026
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