You pay for the ads every week. See which ones brought online orders.
MIQAS credits the orders placed on your ordering website to the ad that earned them, sets them against what you spend on Meta, TikTok and Snapchat, and keeps a record of every customer who orders. It follows online orders, not tables.
The ads run every week, and nobody can say which ones filled the order list
The ads go out every week and the posts collect likes. What reaches you is reach, clicks and engagement, while what you actually care about is orders and the money they bring in.
Orders come through the ordering website all day. Each one shows an amount, the items and a phone number, and nothing about the ad that sent the customer.
When orders come through an ordering website or app that an outside provider runs for you, each order arrives without the click that led to it, so even a well-run campaign gets no credit for the orders it brought.
The budget gets set by feel, and the one real test left is switching the ads off for a month to see what happens.
From the ad to the customer who orders again
7 steps for an order placed online, in the order a restaurant sees them.
The ad is clicked
The MIQAS pixel on your website or ordering site keeps the click ID.
The menu and the cart
Visits, top pages and the steps to checkout come from the pixel.
The order is placed
On your own website, or on the ordering website or app a provider runs for you.
The order reaches MIQAS
The provider behind your ordering website or app sends each order by webhook once it switches webhooks on for your account.
Credited to the ad
With the pixel on the ordering site, the order goes to the last ad click before it; without it, the order counts as direct.
Sent back to the platforms
Each paid order goes to Meta from your server, and to TikTok and Snapchat once you switch sending on.
The customer record
On the Pro plan, each customer shows how often they order and when they went quiet.
Customers who keep ordering, and customers who went quiet
A restaurant does not move people through a sales pipeline; a regular customer orders often, and the warning sign is the week they stop. So the customer record here is built around that rhythm, with timings set for food rather than for retail.
- A customer record from every order, with the phone number and, where the customer gave one, the email
- Orders, total spent and the date of the last order
- The campaign behind the customer's first order
- Whether the customer is new, a regular, VIP (6 orders or more), slipping away (21 days without an order) or lost (60 days)
- Notes, a status and an owner for each customer
- A consent log for each customer
- Part of the Pro plan; the workspace owner turns it on
What you spent next to what was ordered
Ad Campaigns shows spend, clicks, orders and revenue for each campaign, and the Website tab shows the visits and checkout steps behind those orders.
Meta
Spend, clicks, orders, revenue and ROAS by campaign, across Facebook and Instagram.
TikTok
Spend, clicks, orders and revenue for each TikTok campaign, in the columns TikTok reports.
Snapchat
Spend and orders for each Snapchat campaign, from the Growth plan.
Your ordering website
Orders from your own site, or from your ordering website or app by webhook, credited to the ad once the pixel is on the ordering site, where that site allows it.
Online orders reported back to the ad platforms
Each paid order is sent from your server to Meta, and to TikTok and Snapchat when you switch sending on, with the customer's phone and email hashed before they leave MIQAS. The platforms receive stronger first-party signals from real orders, rather than from likes and clicks alone. What each platform does with them is its own decision.
- Meta
Purchases
- TikTok
Purchases
- Snapchat
Purchases
- Meta
- Sent whenever Meta is connected.
- TikTok
- When you switch sending on.
- Snapchat
- When you switch sending on, from the Growth plan.
What the owner, the manager and the marketer each look at
Owner
- Spend, revenue credited to ads and ROAS on the ROI tab
- Average cost per sale across every platform
Restaurant manager
- Top items sold, from the order line items
- Peak hours and the cities orders come from
Finance
- Discounts and giveaways: free orders and promo-code discounts
- Refunds against revenue
The numbers behind an online order
- Orders and average order value
- From your ordering website or app, by webhook, and from the pixel.
- Revenue per campaign
- What the ad platform reports for the campaign, with the orders your ordering site recorded under that campaign added where the platform shows none.
- ROAS per campaign
- Revenue per campaign divided by what it spent.
- Average cost per sale
- Ad spend divided by the orders tracked.
- Top items sold
- Menu items ranked by the line items in each order.
- Peak hours
- The hours when online orders arrive.
- Top cities
- Where online orders come from, by city and district.
- Discounts, giveaways and refunds
- What promotions, free orders and refunds took out of revenue.
- Orders and total spent per customer
- Kept in the customer record, on the Pro plan.
What changes when the ads and the orders meet
Before
- Ads judged by reach, clicks and engagement.
- Orders listed with an amount and a phone number, and no ad.
- Ordering-site orders with no trace of the campaign that sent them.
With MIQAS
- Spend set against the orders placed online.
- Orders credited to the ad that earned them, once the pixel is on the ordering site.
- Customers who stopped ordering, visible by phone number.
Whether your ads are run by your own team or by an agency, MIQAS gives the restaurant an independent view of what happens between advertising spend and the orders placed online.
How restaurants and cafés use it
Orders that arrive with no ad attached
- The problem
- Orders from your ordering website or app come in with an amount and a phone number, and nothing that links them to a campaign.
- What MIQAS does
- Where your ordering site allows it, install the MIQAS pixel there; the webhook brings in the order and the pixel brings in the click that led to it.
- What becomes visible
- Orders credited to Meta, TikTok or Snapchat campaigns instead of sitting under direct.
The weekly boosted post
- The problem
- A post is boosted every Thursday and nobody can say whether it filled the order list over the weekend.
- What MIQAS does
- MIQAS sets that campaign's spend against the orders credited to it.
- What becomes visible
- Orders, revenue and average cost per sale for that one campaign.
The giveaway week
- The problem
- Free orders and promo discounts blur what the week really brought in.
- What MIQAS does
- The Discounts and giveaways panel separates them out whenever discounts were used.
- What becomes visible
- The orders paid in full, the money actually collected and the meals given away.
The regular who stopped ordering
- The problem
- A customer who ordered every week has not ordered in a month, and nobody noticed.
- What MIQAS does
- The customer record marks them as slipping away after 21 days without an order (Pro), and you can build an audience from past buyers to upload to the ad platform yourself (Growth plan and above).
- What becomes visible
- Who is drifting away, by phone number, and an audience made from people who have actually ordered.
What to put in the next ad
- The problem
- The dish in the next ad gets picked by taste or by whatever photographed well.
- What MIQAS does
- Top items sold ranks the menu by what people actually ordered online.
- What becomes visible
- The dishes that sell, ready to feature in the next campaign.
Ordering sites and ad accounts that connect
Your ordering website or app
Orders arrive by webhook once the provider behind it switches webhooks on for your account.
MIQAS pixel on the ordering site
Where your ordering site allows it, each order is credited to the ad that led to it; without the pixel the order counts as direct.
Your own website
The MIQAS pixel, however the site is built.
Meta
Ad spend by campaign; each paid order reported back from your server.
TikTok
Ad spend by campaign; paid orders reported back once sending is on.
Snapchat
Ad spend from the Growth plan; paid orders reported back once sending is on.
CSV and manual entry
Bring in order history or one-off orders.
Questions from restaurant owners
Can MIQAS follow dine-in and walk-in customers?
No. MIQAS follows orders placed online, on your own website or through your ordering website or app. A table cannot be traced back to an ad; an order placed online can, and that is the part of the business this page is about.
Are orders from my ordering website or app credited to my ads automatically?
They arrive in MIQAS by webhook, but the webhook does not carry the ad click. An order is credited to the ad when the MIQAS pixel is installed on the ordering site, where that site allows it; without the pixel it counts as direct.
How do orders from my ordering website or app reach MIQAS?
By webhook. The provider behind your ordering website or app switches webhooks on for each account, so ask your account manager there to enable it, then paste the address MIQAS gives you.
Can I see which customers stopped ordering?
Yes, on the Pro plan. Each customer is marked new, regular, VIP, slipping away after 21 days without an order, or lost after 60.
Can I send offers to past customers through MIQAS?
MIQAS does not send texts or emails. From the Growth plan it builds an audience from customers who already ordered, which you upload to the ad platform to reach them with an ad.
Which ad platforms are covered?
Every plan covers Meta (Facebook and Instagram) and TikTok, and Snapchat joins from the Growth plan.
See which ads brought your orders.
Tell us where your customers order and which platforms you advertise on, and we will show you how those orders would be credited.