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Radar reports on ad activity across the market. This page explains what each number means so you can read the charts and tables with confidence.

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Radar metrics

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The count of active Meta (Facebook) ads observed in a month, shown as Ads amount. A total sums the three months in the window. Per-month values feed every sparkline and chart.
Ads amount is a count of ads, not spend, conversions, or revenue. A high ads amount means a brand is running many ads, not that it earns more than a brand running fewer.
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Estimated monthly web visits for a brand. It is measured at the domain level, so it covers a brand’s whole domain rather than its funnel paths, and it is blended across the brand’s domains. The figure is the newest measured month, not a three-month total. A funnel’s Visits/mo is apportioned from its brand’s traffic rather than measured for that funnel.
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Share of Voice: a brand’s share of its niche’s total ad activity in a month. The market share chart in the market overview stacks each brand’s Share of Voice to 100%, showing the top brands plus an Others band.
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The change in activity between the recent half of the window and the previous half, shown as a colored badge with an up or down arrow. What it measures depends on the screen, as Growth explains.
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The absolute change in ad activity between the recent and previous halves of the window, not a percentage. Used by the Market movers table and the Top riser insight.
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The number of ads Radar attributes to a funnel or Facebook page.
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How long an ad has been active in total. Radar ranks Winners in creative grids by this value.

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Growth

Growth does not mean the same thing on every screen. It compares the recent half of the window with the previous half, but the basis changes with what you are looking at: brands use web visits, while funnels, Facebook pages, and categories use ad counts. Brands use visits because the number of ads Radar captures varies month to month, which makes ad-count growth too noisy for a single brand. Two figures are measured outside the three-month window the rest of Radar shows: a Facebook page’s Growth KPI compares the last three months with the previous three, and Visits/mo is the newest measured month.

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When growth shows a dash

Growth needs enough activity to be meaningful. Below a floor, Radar shows a dash (”—”) instead of a number:
  • Brands: Fewer than 300 ads.
  • Categories: Fewer than 12,000 ads.
A dash means growth is undefined (the base was zero or below the floor). It does not mean zero growth. Newly discovered brands also show a dash. Radar finds competitors automatically, and a brand it has just discovered has a single snapshot of data, so its growth and traffic stay undefined until later sweeps build up history.

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Data types

Alongside ad counts, Radar adds three kinds of data. Two of them are being rolled out, so they can be empty today.
  • Traffic: Estimated monthly web visits for a brand. Traffic appears as an estimate and is left blank when a brand has no current data.
  • Paywall: A snapshot of a funnel’s checkout, including prices, payment providers, and a screenshot. Many funnels do not have a capture yet.
  • Creatives: The actual ads, with copy, call to action, destination, and run time. Grids can be empty until the next collects a brand’s, funnel’s, or page’s ads.
When Radar has not captured something yet, it says so in plain language rather than showing a zero or a guess. An empty state is a gap in capture, not a sign that a brand has stopped advertising.

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