Skip to main content

Currency handling

Ad spend and currencies​

To analyze and fairly compare the performance of your campaigns, ad spend must be normalized into a single currency. To that end, Webmarketer automatically converts the ad spend imported from ad platforms into your project's reference currency.

Without that conversion, you could end up having to compare, for instance:

  • Campaign A: cost per lead of €13.71/lead,
  • Campaign B: cost per lead of ¥1,895.2/lead.

Beyond requiring you to know the exchange rate in effect at the time of the analysis, this scenario requires knowing the exchange rate between the two currencies at the time the money was spent.

In our example, if the displayed ad spend is from 2022-11-13, when the EURO traded at 143.98 YEN, then campaign B performs better (with a cost of €13.16).

If, however, the displayed ad spend is from a year earlier (2021-11-13), when the EURO traded at 130.34 YEN, then campaign A is in fact the better performer (campaign B costing €14.54).

Not only would this be a significant mental burden when analyzing report data, it could also introduce inconsistencies when you analyze long periods over which exchange rates moved.

To avoid that kind of bias, Webmarketer automatically converts the imported ad spend into your project's reference currency. Ad spend is converted at the rate between the two currencies as it stood when the money was spent.

Revenue and statistics​

Currency conversion also applies to the data you send, such as revenue, average cart value, and so on. Converting to a common currency is essential to analyze and compare the performance of your marketing actions. Some indicators, such as ROAS or ROI, must be expressed in a single currency to be meaningful.

So, just as it does for ad spend, Webmarketer automatically converts currency fields into your project's reference currency.

To do so, it uses the exchange rate in effect on the metric's date; if no date is specified when sending, or if the metric is set while sending the event, the event date is used to determine which exchange rate to apply.