Why does an order show no ad spend although it came from an ad?

Either the campaign had no spend on that day (common with Order date when a campaign was paused), or the order could not be matched to a campaign. The order's Attribution tab says which.

Why do two orders from the same campaign have different spend?

They were placed on different days, when the campaign spent different amounts and earned a different number of orders. Under Linear, one may also be shared with another campaign.

Does this change my profit?

No. Profit always subtracts your full ad spend. Attributed spend shows how that spend splits over orders.

How Ad Spend Is Attributed to Orders

Ad platforms report spend per campaign and day, not per order. Profitario shares that spend out over the orders each campaign earned, so you can see the ad cost behind a single order, a product or a group of orders, and the profit left after it.

Where: The Ad Spend column of Orders, the Attributed ad spend section of an order's Attribution tab, and the Ad spend section of the dashboard filters.
Who: Anyone who wants profit after ads per order, product or market.
Updates: With every ad spend sync and every new order. Changing the attribution model recalculates it at once.

How a Campaign's Spend Is Shared#

For each campaign and each day, Profitario takes the campaign's spend on that day and splits it over the orders credited to the campaign on that day. The attribution model decides which campaign an order is credited to.

Example. The campaign "Autumn sale" spent €300 on 14 September. Under Last click, four orders placed that day are credited to it:

Spend per order: €3004= €75 per order

Under Linear, an order can be shared with other campaigns. Each order then draws spend in proportion to its share. Say two of the four orders were fully credited to "Autumn sale", and the other two only half (their other half went to a Google campaign):

Credit that day: 1 + 1 + 0.5 + 0.5= 3
Spend per full order: €3003= €100
Orders C and D: €100 × 0.5= €50 each

The Google half of orders C and D draws its spend from the Google campaign's own pool the same way.

Spend That Earned No Order#

A campaign that spent money on a day without any credited order keeps that spend unattributed. It is never moved to orders of other days or other campaigns. That is deliberate: spreading it would make orders look more expensive than the ad that brought them.

So the attributed spend of all orders is usually lower than your total ad spend. The difference is spend that did not lead to a matched order: campaigns that sold nothing that day, or orders that could not be matched to their campaign (see Attribution Troubleshooting). Your dashboard and profit always count the full ad spend.

Order Date or Touch Date#

By default, an order draws spend from the day it was placed. In the Orders list you can change this under Attribution settings, Spend pooling:

Option	Spend comes from	Use it when
Order date	The campaign's spend on the day the order was placed	You want daily totals to match your synced ad spend. The default
Touch date	The campaign's spend on the day of the credited ad click	Customers take days to decide, or you pause campaigns: orders of a paused campaign still get spend

Example. A customer clicks a Meta ad on Monday and buys on Thursday, when the campaign is paused. With Order date, the campaign had no spend on Thursday, so the order draws none. With Touch date, it shares Monday's spend.

See the Spend Behind an Order#

In the sidebar, open Orders. Show the Ad Spend column with the column picker. Click an order and open its Attribution tab: Attributed ad spend lists the campaign, the amount and how it was worked out, for example "Share of €300.00 daily spend across 4 orders".

See the Spend Behind Products or Countries#

The dashboard filters can show the ad spend of only the orders you filter for, for example the orders containing one product, or the orders shipped to one country.

On the dashboard, open the filters and pick products or delivery countries.
Under Ad spend, choose Attributed to orders instead of Campaigns.
Pick the attribution model. Credited to these orders shows the spend and its share of all ad spend, with the campaigns it came from.

The dashboard's ad spend, profit and ROAS then follow the filtered orders. From the Products report, select products and click Filter dashboard to start with them.

Choice	Ad spend on the dashboard
Campaigns	All ad spend, or only the campaigns you pick, whatever the other filters are
Attributed to orders	Only the spend credited to the orders your filters keep. Campaign picks are not used

Example. You filter for the product "Merino Throw". 42 orders in September contain it. Under Last click, €1,260 of ad spend is credited to those orders: that is the ad spend the dashboard uses, and profit after ads for the product is calculated with it, not with your whole store's €9,800.

Limits#

Spend is shared at campaign level, even when an order was matched to a single ad.
Point of sale and draft orders never draw ad spend.
Spend is only shared with orders that were matched to a campaign. An order under No campaign match draws none.
Revenue and spend are added up without currency conversion when several stores in different currencies are combined.
Order attribution is in beta. Attributed ad spend can be incomplete and can change.