Use the Markets page

How to use Markets: pick a market, read the scorecard and its views, understand each verdict, and open a market's P&L and prices.

4 min readUpdated 7 October 2026

Markets shows which countries over- or under-perform and what to do about each, with every market's sessions, conversion, orders, ad spend and CPA side by side. Orders are counted by delivery country; visitors by the country the pixel recorded; ad spend by where the ad was shown.

Before you start

You need a role that can view commerce, and a plan that includes Markets (Growth or higher). Verdicts need a plan that includes Intelligence. Agency staff and brands covered by their agency's plan are never locked.
Ad spend by country needs Meta or Google Ads connected. Visitors need the Fabrik pixel.

Step by step

Open the brand and choose Markets.
Pick the period and comparison in the date control.
Choose a view: Performance, Economics, Visitors, Tax and currency or Checks.
In the table, choose By: country, region, checkout currency or tax line. Regions, currencies and tax lines come from orders only.
To look at one market, choose it in the Market control in the page header, or choose a market in the chart or table. Choose All markets to go back.

What you will see

With All markets

Tiles for International net sales, International share of net sales, Ad spend outside the home market and Spend where nothing sold.

Where each market sits places every market on a chart: Spend against sales (share of net sales against share of ad spend, above the line a market spends more than it sells) or Conversion against traffic (share of visitors against conversion, above 1.0x a market converts better than the brand).

What to do in each market lists the markets to Act on these, each with its verdict and suggested action. Market figures is the full table with its verdict, net sales, orders, ad spend, ROAS, MER, returns, traffic quality and every check. Hover a verdict for why, with the market's own figures.

With one market selected

The page reads as that market against the rest of the brand: eight tiles (net sales, sessions, conversion rate, AOV, ad spend, CPA, ROAS and contribution after ads), its trend against the rest, the country's own at a glance card (for example, France at a glance) with every check, its price against home, what almost stopped buyers there from the survey, and a link to the market's P&L.

How verdicts work

Every market runs the same checks against the rest of the brand, or its own past, and a verdict is given only when its rule holds. Gaps must be significant after correcting for testing many countries at once, so a gap that could be chance does not count. Open the help mark on the Verdict column for every rule, or See every check for every market.

Market P&L and pricing

P&L for one market: with a market selected, open Trading, then P&L. It shows the market's statement from orders, from net sales to contribution after ads. Fixed costs are not allocated to a market, and a line with no figure (no shipping rate set, say) shows Missing rather than zero.
Prices by market: open a product's record and choose Pricing. With a market selected it shows each variant's price there, its realised price and margin before tax. Prices are captured for each country with 2% or more of net sales in the last 90 days, and the home country.

Troubleshooting

"Ad spend by country not synced yet": the ad sync has not read spend by country yet. Check back after the next sync.
"Order facts are still being filled in for this period": some orders count under No country until their details are filled in. Totals are already complete.
"Markets could not be loaded": try again in a moment.

Frequently asked questions

What does each verdict mean?

Loss-making after ads: the market loses money once ad spend is counted. Overspent: its share of ad spend is well above its share of sales. Leaking: plenty of visitors but it converts below the rest of the brand. Falling or Growing: net sales moved sharply on the comparison period. High returns: returns well above the rest. Under-emailed: fewer customers subscribed to email or orders from email than elsewhere. Scale: converts as well as the rest but gets too little paid traffic. Early signal: a small market showing promise. On track: none of these holds.

Why does a market say Too little data?

A market is judged on sales only from 30 orders and 2% of the brand's net sales. With fewer orders it can still be watched on its visitors from 500 qualified sessions. Below both, there is not enough to judge, and the row says why.

Why are the verdicts locked?

Verdicts are part of Intelligence and need a plan that includes it. The scorecard and its figures are still shown.

Which pages follow the market I pick?

Markets itself, the P&L and the Pricing tab of a product record. On other pages the market control shows All markets and says the page cannot be split by market yet. Your choice is remembered for the pages that support it.

Why are visitors missing for early dates?

Visitor country is recorded by the Fabrik pixel from early September 2026, so earlier periods have no sessions by market.

Is ad spend by the country the ad was shown in?

Yes. Meta spend is by the country an ad reached, and Google by the user's location, so a market's ad spend is where the ad was seen, not where the order shipped.