Understanding the Acquisition tab

The Acquisition tab is a set of ready-made dashboards for your marketing performance. Find them in the left menu under Ready-made Dashboards → Acquisition. This article explains what each dashboard shows and how to use its controls.

The Acquisition dashboards

Controls you'll see on the dashboards

When you compare attribution models, metrics that depend on the model, such as Polar Pixel conversions, conversion value, ROAS and CAC, get one column per model. Ad spend and ad platform metrics show once.

Channel Performance

Channel Performance is a table of your marketing results.

• Choose a level: use the Channel groups, Channels and Campaigns tabs. On Channel groups, choose the grouping from the first column's header, for example Default channel grouping. See Understanding Channel Grouping.

• Add a metric: click + at the right end of the table header, then choose the metric.

• Filter: click Advanced Filters.

• See a chart: click Show Chart.

• Change the column colours: click Columns and colours.

• Check your Pixel: click Pixel status.

The Pixel channels only toggle is on by default. It leaves out orders from sales channels where the Polar Pixel can't run, such as POS and subscriptions. While it's on, you can't change the sales channel filter.

Keep in mind:

• Polar Pixel and ad platform metrics go down to campaign level. They aren't available for ad sets or ads.

• The total row is calculated across all the data, so it won't always equal the sum of the rows above it.

Campaign Insights

Campaign Insights lists the campaigns that need your attention.

1. Turn on Use new version.

2. Choose Underperformers (campaigns to investigate) or Growth opportunities (campaigns to scale up).

3. Choose the platform: Facebook Ads, Google Ads or TikTok Ads.

4. Set the limits in Show campaigns where Ad Platforms ROAS < … and Ad Spend > …. The defaults are a ROAS of 2 and spend of 500.

The table shows each campaign's ad spend and ad platform ROAS next to its Polar Pixel ROAS, conversions, conversion value and CAC. Click Download to export it. If the table is empty, no campaigns meet your limits. Try changing them.

Marketing Journeys

Marketing Journeys shows the paths customers took before they bought, grouped into 1-touch, 2-touch and 3+-touch journeys. Filter by first touch channel, last touch channel, channel touchpoints, number of touchpoints or customer type. Turn on Show Table Version to see the same data as a table.

It only includes orders the Polar Pixel tracked. See Understanding the Journeys Tab.

Order Feed

Order Feed lists your orders with their channel touchpoints, products, discount code, shipping country, customer ID and Polar Pixel conversion value. Filter by customer type, first or last touch channel or campaign, channel touchpoints, number of touchpoints, or Is Refund.

Hide orders without journeys is on by default. It hides orders that have no journey, for example because the Pixel wasn't installed, the sales channel isn't supported, or the order is too recent. Journeys take about 1–2 days to build, so with this toggle on, the feed can look 1–2 days behind. Turn it off to see every order.

Conversion Funnel

Conversion Funnel shows how Polar Pixel sessions move through five steps, with the drop-off between each one:

1. Sessions

2. Product Page Viewed

3. Added to Cart

4. Checkout Started

5. Checkout Completed

Filter by channel grouping, channel, campaign, ad set, ad or landing page path. In the table below the chart, add breakdowns and tick rows to compare them in the chart. Turn on Show absolute values to see counts instead of percentages. See Understanding the Funnel tab.

Blended Overview

Blended Overview doesn't depend on attribution. It has three sections:

Creative Studio

Creative Studio shows how your ads perform creative by creative, for Meta, TikTok, Google Ads, Pinterest and Snapchat. If two or more platforms have spend, choose one at the top. Switch between Per creative and Per ad, filter by format, and choose which metrics show on each card. See Understanding Creative Studio.

FAQs

Why can't I see the Acquisition dashboards?

Your role doesn't include access to these pages, so you'll see "You don't have access to this page". Ask an admin in your workspace to change your role. See User Roles & Permissions.

Can I see CAC and ROAS for a single channel?

Yes. In Channel Performance, open the Channels tab and find the channel, or filter to it with Advanced Filters.

What's the difference between Blended Overview and Channel Performance?

Blended Overview compares all your ad spend with all your sales and new customers, so it doesn't depend on attribution or tracking. Channel Performance splits sales between channels using the Polar Pixel or each ad platform's own tracking, so the result depends on your attribution settings, and ad platforms can claim the same order. Use Blended Overview for your overall return on spend, and Channel Performance to compare channels and campaigns.

Why does the Order Feed look 1–2 days behind?

Journeys take about 1–2 days to build, and Hide orders without journeys hides orders until theirs is ready. Turn the toggle off to see every order.

Why doesn't the total row match the sum of the rows?

The total is calculated across all the data, not by adding up the rows, so the two can differ.