Standard vs Conversions: why every report starts with one question

When you click Generate report, ROASTED asks you one required question: Standard or Conversions? It’s not bureaucracy — it’s the most important honesty mechanism in the product.

Standard: metrics that are always true

CTR, CPC, CPM, video watch-through, frequency — these come from the ad platform’s own delivery logs. They don’t depend on your pixel, your Conversions API, or anything anyone on your team configured. They are correct on every account, always. A Standard report judges your ads purely on delivery: which creatives hold attention, which get clicked, which audiences are worth the money.

Conversions: powerful, but only if your tracking is

ROAS, purchases and revenue are only as good as the pixel that reports them. Broken tracking produces confident, wrong conclusions — the worst kind. So when you pick Conversions, ROASTED first audits the data itself:

• Money spent but zero recorded purchases? Tracking is broken, not your ads.
• Purchases recorded with no value attached? ROAS can’t be computed.
• More purchases than clicks? Your pixel is double-firing.
• Google Analytics connected? We use it as an independent witness — if the ad platform claims 100 purchases and GA4 saw 4, somebody’s configuration is lying.

If any check fails, the report doesn’t guess. It tells you exactly what’s wrong, switches to delivery metrics, and says so in the first paragraph. You’ll never get a recommendation built on numbers we couldn’t trust.

Which should you pick?

If you know your pixel is solid — Conversions. If you’re not sure, pick it anyway: either it passes the audit and you get ROAS-based recommendations, or you learn your tracking is broken, which is worth more than any report.