Your ad platform stops counting at the click, because the click is what it sells. This screen starts there: what arrived on your site, what those arrivals did once they were on it, how the week compares with the one before, and every billed click landing underneath in the order it came.
The other 10,402 of 10,960 paid clicks sent no conversion event.
Engagement and completion depend on the conversion events your site sends.
Observed ad clicks — platform-reported totals can differ.
One site, seven days, every platform on one denominator. The ghost curve is the week before — it rides the same payload as the three deltas above it, so the shape and the percentages can never describe different windows.
Clicks, then the ones that engaged, then the ones that completed — each a subset of the one above. What is left over is stated as a sentence rather than drawn as a third bar: a bar that sits 95% full at the bottom of a funnel reads as a scoreboard of failure, and most paid clicks doing nothing is the ordinary shape of paid traffic.
The window’s clicks per bucket, and the previous window drawn behind them as a ghost. The backend picks the bucket — hourly, twelve hours, daily — from the range you asked for, and the baseline is gap-filled the same way, so there is a point under every point.
Below the fold, the feed: the last billed clicks, newest first, each carrying its campaign, where it came from, and what the session has done so far. A row opens on the browser behind it — or, when that browser refused storage, on the address, which is the grain that survives.
The obvious feature is a sentence at the top: “Paid clicks are up 8%, driven by Google — consider shifting budget.” It demos beautifully. We decided against it, and then found we had been advertising it anyway — the claim sat on this site for months over a product that had already refused it, and it went in the same pass as the coloured dots. The facts are rendered whole and the conclusion is yours, because the conclusion depends on what you were buying, what you paid for it, and what you already know about last Tuesday — none of which is in this data.
The same discipline runs one level down, in the arithmetic. This screen used to print its click count twice on one row, six hundred pixels apart, in the same size type. The two could not disagree, which was the argument for it — but a figure that cannot disagree with itself only needs saying once, and repetition is how a dashboard leans on a number without ever making a claim it could be held to.
Everything above the feed is an aggregate, and aggregates are free on every plan — there is nothing in a count to withhold. What a plan buys is the identity on a feed row and the reach of the window: seven days on Free, ninety-two on Solo. That is how far back you can look, not how long we keep it. Nor is it a collection limit: every event you send is ingested on every plan, including the free one, and a month that ran past its event allowance keeps its tail unread until a larger one opens it.
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