What you will learn in this article:
What the Market Selector is and how it improves your reporting.
The logic Admetrics uses to categorize data into specific regions.
The requirements and specifications needed to set up custom markets for your account.
1. What is the Market Selector?
The Market Selector is a dedicated user interface element located in the upper left corner of your dashboard, directly beneath the client selection. It acts as a global filter for your data, allowing you to switch between different markets (e.g., DE, AT, IT, or custom regions like DEAT) with a single click.
2. How it Works
Admetrics categorizes your data into markets based on specific data points retrieved from your shop and ad platforms.
The Market Selector filters three main types of data:
Consumption Metrics: Clicks, impressions, spend, and conversions are filtered based on Ad Account or Campaign Name patterns.
Attributed Events: Visits, add-to-carts, and leads are filtered based on the Domain or landing site URL.
Order-Related Metrics: Orders, revenue, tax, and contribution margins (CM1, CM2, CM3) are defined by the billing and shipping country codes.
3. Setting Up the Market Selector
To implement the Market Selector for your account, our team needs specific information to map your data correctly.
3.1 Technical Specifications
1. Spend Mapping
To attribute marketing spend to the correct market, we map your ad channels using account structures or naming conventions. We can map spend using:
Ad Account IDs: Dedicated ad accounts assigned to specific markets.
Campaign Name Markers: Specific naming patterns used when a single ad account contains campaigns running in multiple markets.
Optional: Traffic Source / Channel IDs: Highly specific IDs if account or campaign structures are insufficient.
What you need to provide:
A direct map of Account ID ➔ Market.
Explicit Campaign Markers ➔ Market rules where applicable.
A designated Fallback Market for any spend that does not match these rules (e.g.,
OTHER).
2. Orders & Revenue Mapping
To tie purchase transactions and revenue to your specific markets, we analyze transaction-level customer metrics and are using:
Billing Country: The primary identifier used to determine the order's market.
Shipping Country: Used automatically as a fallback condition if the billing country data is missing.
Optional: Shop, Domain, or Order Source: Secondary parameters utilized if country codes alone do not provide enough context.
What you need to provide:
Country Code ➔ Market definitions.
Any requested Grouped Markets specifications (e.g., combining
DE+ATinto a singleDEATreporting bucket).A designated Fallback Market for unmapped order data (e.g.,
OTHER).
3. Visits Mapping
To segment your click and traffic metrics accurately, web traffic data is categorized based on the following parameters:
Landing Page Domain: Localized top-level domains.
URL Path: Sub-folders or regional slugs in the URL sequence.
Optional: Campaign / UTM Markers: Traffic indicators applied if your domain or path structure is uniform across regions.
What you need to provide:
The specific Domain or URL Pattern ➔ Market rule.
Any fallback traffic logic.
A designated Fallback Market for unmapped web visits (e.g.,
OTHER).
3.2 Preferred Submission Format
To implement your market mapping rules, please compile your criteria into a simple table or spreadsheet using the following schema:
mapping_type | input_value | market | notes
Example Layout:
mapping_type | input_value | market | notes |
spend | account_id = 123456789 | DEAT | Google DE/AT account |
spend | campaign contains "UK |" | UK | Applies across accounts |
orders/revenue | billing_country IN DE, AT | DEAT | Use shipping country if billing country is empty |
visits | domain contains example.ch | CH | Local Swiss web traffic |
3.3 Important Rules for Setup
Be Absolute and Specific: Avoid using vague or open-ended descriptions like "German campaigns" or "UK shop." Always submit exact account IDs, ISO country codes, explicit text-string campaign markers, domain variants, or specific URL patterns.
Maintain Naming Uniformity: Ensure the exact same naming convention for a market is applied across all columns. For example, do not mix variants like
UK,GB, andUnited Kingdomwithin your definitions unless they are explicitly meant to represent separate reporting segments.Archive Your Mapping Framework: We highly recommend archiving a copy of your final submitted requirements spreadsheet. This file serves as your point-of-truth document for future data checks, audits, performance investigations, and subsequent change requests.
Note: Need help structuring your multi-market mapping document? Reach out to our support team at [email protected] to finalize your setup template.
4. Frequently Asked Questions
Q: Why do metrics differ between spend, visits, and revenue for a specific market?
A: Each metric relies on a distinct mapping logic:
Spend is usually mapped via ad account IDs or campaign name markers.
Visits are determined by the user's landing page domain or URL path.
Orders & Revenue are mapped using the customer's billing or shipping country.
Because these data points come from different sources, slight variations between touchpoints are completely normal.
Q: Why do I see revenue in a market that has zero spend?
A: This is a common and expected scenario in multi-regional e-commerce. For example, a customer might click on a marketing campaign targeted at one region (attributing spend to Market A), but ultimately place their order using a billing or shipping address located in a different country (attributing revenue to Market B).
Q: Does a discrepancy mean my market mapping is incorrect?
A: Not necessarily. A mapping issue is usually only present if data within the same category is misattributed—for example, if spend from a clearly designated German (DE) campaign is appearing under your Netherlands (NL) dashboard view.
Q: What information should I provide when reporting a mapping issue?
A: To help our technical team investigate quickly, please provide:
A direct Admetrics link (URL) to the exact dashboard view where you see the issue.
A clear description of the discrepancy and your expected outcome.
Before submitting a ticket, we highly recommend reviewing your original market mapping requirements sheet to confirm whether an update to your rules is needed.