Articles on: Juicy Profit Analytics

Ad spend by country

What the country page shows


The country page breaks your shop's numbers down by the country of your orders (the shipping country, or the billing country if an order has none): sales, discounts, returns, costs and gross profit. It now also shows how much you spent on ads in each country and what is left after that spend.


For every country you see:


  • Ad spend, split by platform: Meta, Google, TikTok, Pinterest, Snapchat and Microsoft. Platforms you don't use are hidden.
  • Profit after ad spend: the country's gross profit minus its ad spend.


Ad spend is converted into your shop's currency, the same way as on the Profit & Loss page.


How profit after ad spend is calculated


Profit after ad spend = gross profit - ad spend


This is not net profit. Expenses and income (for example software subscriptions, salaries or other income you entered) don't belong to a country, so they are not part of this number. You find them on the Profit & Loss page.


Where the countries come from


Sales and costs follow the shipping country of the order, or its billing country if it has none. Ad spend follows the country each ad platform reports for it:


  • Meta reports where the people who saw your ads were. That's why you may see countries you never targeted, for example when an audience is broad or people travel.
  • Google, TikTok, Pinterest, Snapchat and Microsoft report the country they assign your impressions and clicks to, based on where people were or what location they showed interest in.


Because of this, a country can have ad spend but no orders, or orders but no ad spend. Both are useful signals: ad spend without orders can point to budget that doesn't pay off, or to a new market that hasn't converted yet.


Unknown collects the ad spend a platform could not assign to a country, and orders without a shipping country.


Ignored Meta campaigns


If you ignore Meta campaigns in Juicy, their spend is left out on the country page too, exactly as on the Profit & Loss page.


Other countries


Meta often reports small amounts of ad spend in dozens of countries. To keep the page readable, Juicy groups countries that:


  • have no orders and no sales in the selected period, and
  • account for less than 1% of your total ad spend


into one column called Other countries. The number in brackets shows how many countries it contains. Hover over it to see which countries they are and how much you spent in each.


Grouping is on by default. To see every country on its own, turn off Group small countries at the top of the page.


Grouping only changes how the page looks. The totals stay the same, and the Excel export always contains every country.


Why the numbers can differ slightly from Profit & Loss


The total ad spend on the country page should match the ad spend on the Profit & Loss page for the same period. Small differences can have these reasons:


  • Rounding: ad spend is rounded per country, so totals can differ by a few cents.
  • Estimates by Meta: Meta estimates its country breakdown. The total per day is correct, but Meta sometimes shifts small amounts between countries.
  • Missing country data: spend that a platform does not report by country cannot be shown on the country page.
  • Dates: ad spend is booked on the day in your ad account's time zone, sales on the day your accounting setting uses. Around midnight a day's spend can fall on a different date than its orders.


Export


The Excel export contains the same numbers as the page, with one column per ad platform, total ad spend and profit after ad spend. It always lists every country, even when grouping is on.


AI assistant


If you connected Juicy to an AI assistant, it can answer questions about ad spend by country as well, for example "Which countries had ad spend but no orders last month?". It sees every country and summarizes the small ones the same way the page does.


Good to know


  • Countries with high ad spend and low profit after ad spend are the first place to look when you want to cut costs.
  • A country with ad spend but no orders is worth checking in your ad account: is the targeting too broad, or is it a market you are just starting?
  • Profit after ad spend helps you compare markets. For the result of your whole business, use the Profit & Loss page.

Updated on: 30/09/2026