> ## Documentation Index
> Fetch the complete documentation index at: https://funnelfox.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Metrics & data

> Understand the metrics in FunnelFox Radar, including how growth is measured and what estimates and empty values mean.

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.

## Radar metrics

<ParamField path="Meta ads amount">
  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.
</ParamField>

<Info>
  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.
</Info>

<ParamField path="Visits/mo (est.)">
  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.
</ParamField>

<ParamField path="Niche share (SoV)">
  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.
</ParamField>

<ParamField path="Growth">
  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](#growth) explains.
</ParamField>

<ParamField path="Δ (period)">
  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.
</ParamField>

<ParamField path="Creatives">
  The number of ads Radar attributes to a funnel or Facebook page.
</ParamField>

<ParamField path="Days running">
  How long an ad has been active in total. Radar ranks **Winners** in
  creative grids by this value.
</ParamField>

## 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.

| Where you see growth                              | What it measures                                 |
| ------------------------------------------------- | ------------------------------------------------ |
| Brand list                                        | Web-visits growth                                |
| Brand detail, **Growth** KPI tile                 | Web-visits growth                                |
| Brand detail, **Funnels** and **FB Pages** panels | Ad-count change                                  |
| Market movers, **Growth** column                  | Web-visits growth                                |
| Market movers, **Δ (period)** column              | Absolute ad-count change                         |
| Funnel list and funnel detail                     | Ad-count change                                  |
| Facebook page list                                | Ad-count change                                  |
| Facebook page detail                              | Ad-count change, last 3 months vs the previous 3 |
| Category ranking                                  | Ad-count change                                  |

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.

### 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.

## 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
  <Tooltip tip="A scheduled run that collects new market data">sweep</Tooltip>
  collects a brand's, funnel's, or page's ads.

<Info>
  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.
</Info>

## Next steps

* Apply these metrics across [the market and its brands, funnels, and
  pages](/docs/radar/explore)
* Read creatives in the [Meta Ads gallery](/docs/radar/meta-ads)