Release #09 - True ROAS, Ads Audit & more

Release Notes: Aug 4 – Sep 14, 2025

Over the last month, we’ve focused on improving order attribution logic, Ads Manager stability, enhanced the Analytics Package and improved the Onboarding flow.

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1. Ads UTM Audit

BooleanMaths automatically audits the UTM parameters on your ads.

• What it does: Detects incorrect or missing UTMs in Ad Campaigns.

• How it helps: Flags issues and suggests fixes instantly, ensuring your campaigns are always tracked correctly.

• Where to find it: Getting Started → UTM Audit

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2. True ROAS & Orders vs Ad Platform ROAS & Orders

• What it does: Displays BooleanMaths-tracked ROAS and orders side-by-side with Meta/Google’s reported ROAS and orders.

• How it helps: Highlights discrepancies, giving you the true picture of ad profitability.

• Where to find it: Ads Manager → Performance Comparison

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3. Analytics for Number of Ads Seen Before Conversion

Ever wondered how many ads a customer sees before they convert?

• What it does: Tracks the number of ad impressions a user is exposed to before completing a purchase.

• How it helps: Helps you measure Ad fatigue and optimise ad frequency.

• Where to find it: Dashboards → Orders → Ads Views

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4. Time Taken Before Conversion

• What it does: Measures the average time between a user’s first touchpoint and their final conversion.

• How it helps: Understand your conversion lag and optimise retargeting windows accordingly.

• Where to find it: Dashboards → Orders → Conversion Time

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5. User Touchpoints Before Conversion

• What it does: Condenses each user’s journey into the channels they touched (Meta, Google, Influencer, etc.) before conversion.

• How it helps: Gives you a clear, channel-level view of multi-touch journeys without overwhelming detail.

• Where to find it: Dashboards → Orders → User Touchpoints

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6. Any Touch Attribution Model in Ads Manager

• What it does: Adds a new attribution model where a conversion is credited to any ad touched by the user.

• How it helps: Complements standard models (First, Last, Linear) by showing the broad contribution of ads in driving conversions.

• Where to find it: Ads Manager → Attribution Model Dropdown