You can track and report on refunds directly in Google Ads and Meta Ads on campaign, ad set and ad level. You can achieve this by setting up custom columns.
Google Ads:
Go to Campaigns → Columns
Click Custom column
Add a Name for your column, then click
...and scroll down to select Conversions → All conversion value
Use the search bar on the right to find ReatkionReturnedRevenue and select it
Click the plus sign (+) and then click Column again and select All conversion value
Select ReaktionReturnedRevenue (Conversion Booster) and click Save
Make sure your custom column is selected and click Apply
Exactly the same way you can add other metrics to your report by creating specific formulas:
Number of refunds:
ROAS after refunds:
Refund rate:
Meta
Go to Campaigns in the left side menu
On the Campaigns page click on Columns
Select on Customise columns
Use the search bar to find ReaktionReturnedRevenue (conversion)
You can add it as a Total to display the number of refunds and also as Value to display the combined value of refunds.
Click Apply to add the metrics as custom columns.
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