# Funnel Metrics Funnel Metrics are displayed right at the top left of the Dashboard. They help you analyze the ad performances for the running campaigns for the complete sales funnel. The Funnel Metrics data is shown for the last 30 days or for the selected time interval. ![](/files/-M-PDWGQm38wn8vWLnWC) Let’s have a look at each Funnel Metric: ### Spend: The total amount you have spent from your PLA Wallet for the selected time period ### Ad Impressions: Total number of impressions on all the ads ### Ad Clicks: Total number of clicks registered on all the ads in the selected time range ### Orders: Total number of orders received through Paytm PLAs for the selected duration ### GMV(Gross Merchandise Volume): Total Revenue earned through Paytm PLAs for the selected time period ### ROI (Return on Investment): Total ROI achieved in the selected time period, i.e. GMV through Paytm PLAs divided by Spends on PLAs. For example, if you invest Rs 100 in PLA and get **GMV (Gross Merchandise Value)** of Rs 500, then your ROI would be 500/100 = 5x, i.e. 5 times. > **NOTE:** For each Funnel Metrics, the percentage change compared to the previous time interval is also displayed. > **NOTE**: Orders and GMV are attributed over a 14 day period. This means that if a customer clicks on a PLA ad and buys the product within the next 14 days, then that order and GMV is attributed to the PLA ad. --- # Agent Instructions: Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. Perform an HTTP GET request on the current page URL with the `ask` query parameter: ``` GET https://paytm-pla-help.onlinesales.ai/using-pla-dashboard-1/funnel-metrics.md?ask= ``` The question should be specific, self-contained, and written in natural language. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.