> ## Documentation Index
> Fetch the complete documentation index at: https://agencykey.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Campaign Metrics

> The full funnel, financial and efficiency columns explained

The main campaign table has many columns, grouped so you can read a campaign's story from left to right: what happened after the click, what money it produced, and how efficient each dollar of ad spend was.

<Tip>
  Hover a column header to see the metric's plain-English description and formula. Every metric you see below is already documented right in the interface.
</Tip>

## Acquisition funnel

These columns tell you what share of people kept going down the funnel after clicking your ad.

| Column        | What it shows                                                                                                                              |
| ------------- | ------------------------------------------------------------------------------------------------------------------------------------------ |
| **Clicks**    | How many people opened the tracking link. A green `+N` badge shows today's delta.                                                          |
| **Subs**      | Fans who claimed the trial or subscribed. Shows the same-day delta and a trend sparkline inline. Below the number — Subs as a % of Clicks. |
| **Paid Subs** | Fans from this campaign who paid for at least one subscription. Shown as count and % of Subs.                                              |
| **1+ Msg**    | Fans who wrote at least one message to the creator — a first sign of engagement.                                                           |
| **3+ Msgs**   | Fans who wrote three or more messages — deeper engagement, typically stronger retention.                                                   |
| **\$1+**      | Fans who spent any amount (PPV, tips, renewals). Click the cell to open the Spenders list.                                                 |
| **\$500+**    | VIP cohort — fans who have already crossed the \$500 mark. Click the cell to open the whale list.                                          |

Every funnel cell shows two values:

* the absolute count,
* that count as a percentage of the total subscribers of the campaign.

<Note>
  Cells for \$1+ and \$500+ are clickable and open the detail page already filtered to that stage.
</Note>

### Trend sparkline

The **Dynamics** column is already rendered in each row and shows the last **30 days**: daily subscribers in blue and clicks in grey. This 30-day window is independent of the campaign-created **Period** filter. The column header has an **All / Row** scale toggle:

* **All** — every sparkline uses the same Y axis across all campaigns, so their heights are directly comparable.
* **Row** — each sparkline scales to its own max, so the shape of the growth curve is easier to read.

The choice is saved for the next visit.

## Financial columns

Read these in P\&L order: revenue in, spend out, profit, return.

| Column      | Formula                                                              | Meaning                                        |
| ----------- | -------------------------------------------------------------------- | ---------------------------------------------- |
| **Revenue** | Synchronized net earnings from fans attributed to this tracking link | Recorded earnings for the attributed cohort    |
| **Spend**   | Entered manually by you                                              | How much you paid for the ad — editable inline |
| **Profit**  | Revenue − Spend                                                      | What is left after paying for traffic          |
| **ROI**     | (Revenue − Spend) / Spend × 100                                      | Return on the recorded ad spend, in percent    |

Cells with signed values are colour-coded — positive values are green, negative values are red.

<Warning>
  If Spend is empty or zero, ROI cannot be calculated and the cell shows a dash. Fill in the cost so the return is visible.
</Warning>

## Efficiency columns

Efficiency columns normalise spend and revenue across the funnel.

| Column           | Formula               | Reads as                                 |
| ---------------- | --------------------- | ---------------------------------------- |
| **CPC**          | Spend / Clicks        | Cost per click                           |
| **CPS**          | Spend / Subs          | Cost per subscriber                      |
| **RPC**          | Revenue / Clicks      | Revenue per click                        |
| **ARPS**         | Revenue / Subs        | Average revenue per subscriber           |
| **Spending CVR** | Spenders / Subs × 100 | Share of subscribers who ended up paying |

Use these to compare channels with very different volumes — a tiny campaign can still have the best CPS or ARPS and deserve more budget.

## Summary row

The row pinned to the bottom follows the current filters:

* Total clicks and fans
* Total revenue and total spend
* Average CPC, CPF, conversion rate, and average ROI

Use the filter and pagination labels when interpreting the summary, and never add row percentages to produce an overall conversion rate.

<Note>
  OnlyFans link attribution identifies the cohort; it does not prove causation for every later purchase. Revenue and funnel stages can lag until the next synchronization. Changing campaign metadata or Spend does not reassign previously attributed fans.
</Note>

## Exporting and customising

| Action                     | How                                         |
| -------------------------- | ------------------------------------------- |
| Hide / show columns        | Click the **Columns** button in the toolbar |
| Pin a column left or right | Use the column menu (3 dots)                |
| Sort                       | Click the column header                     |
| Filter                     | Use the filter popover in the toolbar       |
| Export everything          | Click **Export CSV**                        |

All column visibility, pinning and sorting choices are saved locally.

## Next steps

* [Cross-subscriptions](./cross-subscriptions) — how to read the Cross columns and the Total ROI
* [Campaign detail page](./campaign-details) — drill down to per-fan spend