# Release #09 - True ROAS, Ads Audit & more

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

<div><figure><img src="https://2196849506-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FIyFGOYaxAleNUdfWmHtS%2Fuploads%2Ft9egfixEMAQqzZlvsK46%2FUTM-Audit-Failure.png?alt=media&#x26;token=e5bf57af-e57c-4084-a06f-b3e64831ff52" alt=""><figcaption></figcaption></figure> <figure><img src="https://2196849506-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FIyFGOYaxAleNUdfWmHtS%2Fuploads%2FykIQXPLvvy1hbBVEroWP%2FUTM-Audit-Succes.png?alt=media&#x26;token=02c2a04e-0615-49b8-8dd2-979571438888" alt=""><figcaption></figcaption></figure></div>

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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

<figure><img src="https://2196849506-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FIyFGOYaxAleNUdfWmHtS%2Fuploads%2F5FO7VfWkWNgb5yMyf6To%2FCompare%20True%20ROAS.png?alt=media&#x26;token=5b308cb4-4a54-46e8-8e01-8474f1fce0d2" alt=""><figcaption></figcaption></figure>

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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 A**d fatigue** and optimise ad frequency.
* **Where to find it:** Dashboards → Orders → Ads Views

<figure><img src="https://2196849506-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FIyFGOYaxAleNUdfWmHtS%2Fuploads%2Fnc2OG7jJkgaUP9TT6IBt%2FAd-Views.png?alt=media&#x26;token=bedae212-c96a-4569-ad57-92f9afcbab51" alt=""><figcaption></figcaption></figure>

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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

<figure><img src="https://2196849506-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FIyFGOYaxAleNUdfWmHtS%2Fuploads%2FBW0yK9wyY99FzkCVTpJR%2FConversion-Time.png?alt=media&#x26;token=7d1e9826-c012-4560-81e0-2689d3871744" alt=""><figcaption></figcaption></figure>

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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

<figure><img src="https://2196849506-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FIyFGOYaxAleNUdfWmHtS%2Fuploads%2FRxi73uaoVMne2a1fplrc%2FAnalytics-Touchpoints.png?alt=media&#x26;token=e061bbaa-77f8-4388-969d-ffd9e3f3f291" alt=""><figcaption></figcaption></figure>

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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

<figure><img src="https://2196849506-files.gitbook.io/~/files/v0/b/gitbook-x-prod.appspot.com/o/spaces%2FIyFGOYaxAleNUdfWmHtS%2Fuploads%2FeYd0vDeV69GWhZKuZCWf%2FAny-Touch-Attribution.png?alt=media&#x26;token=fa33f41f-b10f-4049-910e-24f6fbcdf35e" alt=""><figcaption></figcaption></figure>