> ## Documentation Index
> Fetch the complete documentation index at: https://docs.nemu.com.br/llms.txt
> Use this file to discover all available pages before exploring further.

# Glossary

> This glossary presents the main metrics used in Nemu's Ad Manager, explaining their sources and calculation formulas.

## Sales and Revenue Metrics[​](#sales-and-revenue-metrics "Direct link to Sales and Revenue Metrics")

|        Metric        |     Source     | Description                                                                      |
| :------------------: | :------------: | -------------------------------------------------------------------------------- |
|         Sales        | Sales Platform | Total number of orders placed in the period.                                     |
|        Revenue       |      Nemu      | Revenue tracked by Nemu.                                                         |
| Reported Revenue GA4 |       GA4      | Revenue imported from Google Analytics 4.                                        |
|        Profit        |      Nemu      | Total revenue minus all involved costs (production, marketing, operation, etc.). |
|          ROI         |      Nemu      | Return on total investment. Formula: (Profit / Total Investment) × 100.          |
|       PIX Sales      | Sales Platform | Number of orders paid via PIX.                                                   |
|     Boleto Sales     | Sales Platform | Number of orders paid via bank slip.                                             |

## Campaign Performance Metrics[​](#campaign-performance-metrics "Direct link to Campaign Performance Metrics")

|         Metric        | Source | Description                                                                               |
| :-------------------: | :----: | ----------------------------------------------------------------------------------------- |
|   Purchase Checkout   |  Meta  | Number of times a customer completed the checkout process.                                |
|      Add to Cart      |  Meta  | Number of products added to cart by users.                                                |
|       CTR (all)       |  Meta  | Click rate in relation to impressions. Formula: (Clicks / Impressions) × 100.             |
|       CPC (all)       |  Meta  | Average cost per click. Formula: Spend / Clicks.                                          |
|         Clicks        |  Meta  | Total number of clicks generated by ads.                                                  |
|          CPA          |  Meta  | Customer acquisition cost. Formula: Investment / Number of customers acquired.            |
| Reported Revenue Meta |  Meta  | Revenue recorded on Meta platforms (Facebook/Instagram Ads).                              |
|         Spend         |  Meta  | Total value invested in advertising campaigns.                                            |
|     Profit Margin     |  Nemu  | Percentage representing profit in relation to revenue. Formula: (Profit / Revenue) × 100. |
|          ROAS         |  Meta  | Return on advertising spend. Formula: Revenue / Marketing Investment.                     |
|          CPI          |  Meta  | Cost per purchase checkout.                                                               |
|          CPM          |  Meta  | Cost per thousand impressions. Formula: Spend / (Impressions / 1,000).                    |

## Engagement Metrics[​](#engagement-metrics "Direct link to Engagement Metrics")

|           Metric          | Source | Description                                                                                 |
| :-----------------------: | :----: | ------------------------------------------------------------------------------------------- |
|   CTR (link click rate)   |  Meta  | Rate of link clicks in relation to impressions. Formula: (Link Clicks / Impressions) × 100. |
| CPC (cost per link click) |  Meta  | Cost per link click. Formula: Spend / Link Clicks.                                          |
|        Impressions        |  Meta  | Total number of times ads were displayed.                                                   |
|        Link Clicks        |  Meta  | Number of clicks on ad links.                                                               |

## Google Analytics 4 Metrics[​](#google-analytics-4-metrics "Direct link to Google Analytics 4 Metrics")

|         Metric         | Source | Description                                                                                  |
| :--------------------: | :----: | -------------------------------------------------------------------------------------------- |
|        Sessions        |   GA4  | Total number of sessions started on the site.                                                |
|  Conversion rate (GA4) |   GA4  | Percentage of sessions that resulted in conversion. Formula: (Conversions / Sessions) × 100. |
|   Connect Rate (GA4)   |   GA4  | Rate of GA4 sessions in relation to clicks. Formula: GA4 Sessions / Clicks.                  |
| Cost per session (GA4) |   GA4  | Average cost per session. Formula: Spend (GA4) / Sessions (GA4).                             |