Paid-search keywords: CRM-attributed revenue vs. Google Ads keyword spend → per-keyword ROAS & CPA. Rows with spend but no revenue are keywords not yet paying back. “(no keyword)” = paid clicks where no keyword was captured. KPI cards above stay blended (all revenue ÷ all spend).
) : !rep.hasSpend && (
Spend & ROAS are empty until the Google Ads connector posts daily spend to /api/adspend. Attribution (left) works today.
)}
)}
{drill && setDrill(null)} />}
);
}
// Orders credited to one bucket, under the current model — modal drill-down.
function ConversionDrill({ drill, from, groupBy, model, go, onClose }) {
const [orders, setOrders] = useState(null);
useEffect(() => {
let alive = true; setOrders(null);
const q = `?from=${from}&groupBy=${groupBy}&model=${model}&key=${encodeURIComponent(drill.key)}`;
fetch("/api/conversions/orders" + q).then(r => r.json()).then(j => alive && setOrders((j && j.orders) || [])).catch(() => alive && setOrders([]));
return () => { alive = false; };
}, [drill.key, from, groupBy, model]);
return (
No acquisition data for this order. Shopify didn’t record a journey and no pixel session matched — this fills in as the storefront pixel captures traffic.
);
}
// ROAS cell: CRM-attributed ROAS, falling back to Google Ads' reported ROAS
// (marked with ~) when nothing is attributed to that row yet.
function RoasCell({ row }) {
if (row.roas) return {row.roas}×;
if (row.reportedRoas != null) return ~{row.reportedRoas}×;
return —;
}
// Revenue cell: CRM-attributed revenue; if none yet but Google reports conversions,
// show the Google-reported figure (marked ~) so a spend row isn't a bare £0.
function RevCell({ row }) {
if (row.revenue) return {gbp(row.revenue)};
if (row.reportedRevenue) return ~{gbp(row.reportedRevenue)};
return {gbp(0)};
}
// Business-health strip: repeat-order rate over rolling weeks + a drop alert.
function HealthStrip() {
const [h, setH] = useState(null);
useEffect(() => { let a = true; fetch("/api/conversions/health?weeks=8").then(r => r.json()).then(j => a && setH(j)).catch(() => {}); return () => { a = false; }; }, []);
if (!h || !h.weeks) return null;
const max = h.weeks.reduce((m, w) => Math.max(m, w.orders), 0) || 1;
const L = h.latest || {};
return (
);
}
// LTV by acquisition source (cohort) — is a channel negative on first order but
// positive over lifetime? Shows CAC, first-order ROAS and LTV-ROAS side by side.
function LtvBySource({ from }) {
const [d, setD] = useState(null);
useEffect(() => { let a = true; setD(null); fetch("/api/conversions/ltv?from=" + from).then(r => r.json()).then(j => a && setD(j)).catch(() => {}); return () => { a = false; }; }, [from]);
if (!d || !d.rows) return null;
const rows = d.rows.filter(r => r.customers > 0 || r.spend);
if (!rows.length) return null;
return (
LTV by acquisition source
customers acquired this window · lifetime value across tracked orders