How the ROI Grid Works

The ROI Grid allows user to expand and collapse rows to see more data and this will help you understand how it actually works.

When using the Overall Channel, the ROI Grid has no Hierarchy for expanding and collapsing.  It is intended to show Channel level reporting only.

Once you select a specific channel, by either clicking the channel name in the Grid or by changing the Channel Quick Filter, the ROI Grid becomes a three-level hierarchy based on the channel selected.

Facebook

When using WickedSource and WickedID properly in Facebook Ads, the Campaign, Ad Set and Ad Name will properly be shown in the appropriate hierarchy

  • Campaign name
    • Ad Set
      • Ad Name

Google Ads

When using WickedSource and WickedID properly in Google Ads, the Campaign, Ad Group and Keyword will properly be shown in the appropriate hierarchy.  For Performance Max campaigns, there will not be a Keyword reported.

  • Campaign name
    • Ad Group
      • Keyword

Microsoft Ads

When using WickedSource and WickedID properly in MIcrosoft Ads, the Campaign, Ad Group and Ad Name will properly be shown in the appropriate hierarchy.  

  • Campaign name
    • Ad Group
      • Keyword

Pinterest

When using WickedSource and WickedID properly in Pinterest Ads, the Campaign, Ad Group and Ad Name will properly be shown in the appropriate hierarchy.  For Shopping (Catalog) campaigns, there will not be an Ad Name reported.

  • Campaign name
    • Ad Group
      • Ad Name

TikTok

When using WickedSource and WickedID properly in TikTok Ads, the Campaign, Ad Group and Ad Name will properly be shown in the appropriate hierarchy.  

  • Campaign name
    • Ad Group
      • Ad Name

Snapchat

When using WickedSource and WickedID properly in Snapchat Ads, the Campaign, Ad Set and Ad Name will properly be shown in the appropriate hierarchy.  

  • Campaign name
    • Ad Set
      • Ad Name

Email

WickedSource and WickedID is NOT used in Email tracking.  The standard hierarchy we use for tracking emails will rely on the utms used in the email links.

  • Campaign name
    • Term
      • Content

Organic

  • Campaign name
    • Term
      • Content

Other

WickedSource and WickedID is NOT always used in generic tracking.  The standard hierarchy we use for tracking "other" link clicks will rely on the utms used on the links.

  • Campaign name
    • Term
      • Content

 

How Data is Grouped in the Grid

Wicked Reports groups data in the ROI Grid to simplify the reporting.  This grouping allows us to create a hierarchy that can be expanded and collapsed.

There are FIVE total columns that make up an entire row of data in the ROI Reports.  To allow the grouping (for expanding and collapsing the grid rows) to happen we hide all of them except the Campaign column.

These columns can be added in through the Manage Columns button

As you add the 2nd (i.e Ad Set) and 3rd (i.e. Ad Name) level hierarchy rows into the Grid, you will begin to lose the ability to expand and collapse the data.  This is because if you include all 3 hierarchies in each row already.

Top Level Grouping is Campaign Name.  This means if you have multiple rows of data where the campaign name is "My Cool Campaign", but one of those rows has a medium of "PPC" and one has a medium of "Paid", both of these rows will roll up into the single campaign name "My Cool Campaign"

In this scenario, if you added the Medium column to the grid, you will see the text "Multiple Mediums"  on the Campaign row.  This is because rolled up into the campaign are two rows of data with same campaign name, but with different Mediums.  When you expand Campaign, you will begin to see where the column data begins to be different.  

 

The Grid will work the same way for the Source Column.  We purpose use Medium and Source as the bottom level for grouping so we can do as much rolling up as possible to the Campaign, then 2nd and 3rd level hierarchies and reduce as many confusing scenarios where you see what appear to be duplicate rows of data.

 

Before expanding a row where multiple mediums are used on two rows with the same Campaign name

After expanding rows where multiple mediums are used on two rows with the same Campaign name