Ad Spend Filters

Control which ad campaigns are included or excluded from your store analytics using text-based filters.

What Are Ad Spend Filters

Ad spend filters are text-based rules that control which campaigns Kleio considers. They match against campaign names — if a campaign name contains the filter text, the rule applies. Excluded campaigns are ignored everywhere: P&L, dashboards, new customer metrics, and any other calculation that uses ad spend.

You’ll find them in Settings → Integrations under “Ad spend filters.”

Platform Toggles

Each connected ad platform (Meta, Google, TikTok, Snapchat, AppLovin, GoAffPro) has an Apply filters checkbox. When unchecked, none of the filters below apply to that platform’s spend — all of it is included unfiltered.

By default, filters apply to all platforms.

Filter Types

There are five filter types. Each takes a text string that is matched against campaign names.

Exclude

Ignore ad spending from campaigns containing this text. Matching campaigns are excluded from all analytics — P&L, dashboards, ROAS, everything. Use this for campaigns you don’t want Kleio to consider at all, like brand awareness campaigns.

Exclude and Include are mutually exclusive. You cannot have both set at the same time.

Include

Only consider ad spending from campaigns containing this text. Everything else is ignored. Use this when you only care about a specific subset of campaigns.

Exclude from New Customer Calculations

Exclude ad spending from new customer metrics for campaigns containing this text. The spend still appears in your overall P&L, but it’s excluded from new customer acquisition cost calculations.

A common use case is retargeting campaigns — they target existing customers, so including them in new customer metrics would inflate your acquisition costs.

Exclude from Online Channel

Exclude ad spending for campaigns containing this text when viewing the online channel. The spend still appears in your total P&L, but not when you filter to online-only.

Useful for campaigns that drive in-store traffic (e.g., campaigns with “store_traffic” in the name) — you want those costs attributed to POS, not online.

Subscription Campaigns

Only include ad spending from campaigns containing this text when viewing subscription orders. This lets you isolate subscription acquisition spend from your general ad spend.

Example

Say you run a skincare brand with a US Shopify store. You sell online, in retail stores, and offer a subscription box. Your Meta ad account runs campaigns for multiple countries, but this Kleio store only cares about US spend.

Campaigns

Campaign	Daily spend
US_prospecting_summer	$500
US_retargeting_summer	$200
US_store_traffic_NYC	$150
US_sub_box_acquisition	$100
UK_prospecting_summer	$400
UK_retargeting_summer	$150

Total Meta spend: $1,500/day.

Filters

On your US store, you set up these filters:

Filter	Value	Why
Include	US_	Only consider campaigns for the US store. You could also use Exclude with UK_ instead.
Exclude from NC	retargeting	Retargeting targets existing customers, not new ones.
Exclude from Online Channel	store_traffic	This spend drives in-store sales.
Subscription Campaigns	sub_box	Isolate subscription acquisition spend.

Result

The UK campaigns ($550) are ignored entirely — they belong to a different store. The remaining $950 in US spend flows into different parts of Kleio depending on context:

Filtering by	Campaigns included	Ad spend
All channels	prospecting, retargeting, store_traffic, sub_box	$950
Online channel	prospecting, retargeting, sub_box	$800
New customer metrics	prospecting, store_traffic, sub_box	$750
Subscription orders	sub_box	$100