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Understanding Your Grow Dashboard

Understanding Grow Dashboard: The Grow dashboard in Understory helps you monitor and understand the results of your advertising campaigns, so you can maximize your bookings and revenue.

Updated over 2 months ago

The Grow dashboard in Understory helps you monitor and understand the results of your advertising campaigns, so you can maximize your bookings and revenue.

How to Access Your Grow Dashboard

Requirements: You must have access to the "Grow" and "Advertising" sections in your Understory dashboard.

  1. Select "Grow" in the navigation menu – Opens Grow dashboard

  2. Select "Advertising" from the side menu – Displays Grow Ads metrics, all your live ads, and connected accounts

Understanding Your Grow Dashboard Metrics

  1. ROAS (Return on Ad Spend)

    Shows how much revenue your ads generate for every unit of ad spend within the selected attribution window (7-day click / 1-day view).

    Calculated as Revenue ÷ Ad Spend.

    Example: If your ROAS is 3.25, it means for every $1 spent, you earn $3.25 in ticket sales.

    A ROAS above 3.0 is considered strong in experience marketing. Aim for ROAS 4 or higher depending on your ticket prices and seasonality.

    Tip: Even if your cost per purchase looks high, consider the average order value— if guests often purchase higher-priced experiences or multiple tickets, your ads can remain highly profitable.

  2. Spend

    Displays the total amount spent on Understory campaigns within the selected time period.

    Values are pulled directly from Meta Ads Manager and use the same currency as Meta and the Understory back office.

  3. Revenue

    Shows the total value of bookings generated from your Grow Ads.

    This data is sourced automatically from your Meta tracking setup (Pixel and Conversion API/CAPI).

    Reflects direct sales (like ticket purchases) made after someone clicks your ad.

    In short: It’s the sales your ads have driven, measured automatically through your Meta tracking setup.

  4. Reach

    Displays how many unique people have seen your ad (audience exposure).

    Reach indicates the size of your potential audience—how many individuals have seen your campaign at least once.

    A larger reach builds brand awareness and keeps your experiences top of mind.

    Tip: Reach measures visibility. Pairing strong reach with a good Click-Through Rate (CTR) shows your ads are both seen and sparking interest.

  5. Traffic

    Shows how many people clicked your ad and visited your Understory storefront or the booking page of a specific experience.

    In Meta Ads Manager, this tracks "link clicks" from Facebook or Instagram to your experience pages.

    Traffic indicates interest and engagement — how effectively your ads motivate people to learn more about your experiences.

    Tip: High traffic means strong attention. Compare with purchases and landing page views to see if interest turns into bookings.

    For details, see Meta’s definition of Link Clicks.

  6. Purchases

    Shows the total number of completed bookings attributed to your ads within the selected attribution window.

    Each booking counts as a tracked event sent via your Meta pixel or API setup. Multiple bookings per customer are possible.

How the Grow Dashboard Helps

The Grow dashboard provides all the essential data you need to review and optimize your ad campaigns in one place. By tracking ROAS, Spend, Revenue, Reach, Traffic, and Purchases, you can easily see what’s working, adjust your strategies, and drive more bookings.

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