Concepts

Level is built around a small set of objects. Once you know how they fit together, every screen makes sense.

The hierarchy

Organization                  → Organizations (the top-level entity)
├── Units                     → Users & Teams (Organization → Team → Sub-team)
├── Ad account                → Ad accounts
│   └── Campaign              → Campaigns (read-only, synced from the platform)
├── Segment                   → Segments
├── Metric                    → Metrics (system + custom + platform)
├── Report                    → Reports (six types)
└── Wire projects             → SEO/SMM (organic content analytics)

Connected account             → Connected Accounts (personal, wired into ad accounts)
Plan                          → Free / Pro / Business / Enterprise (per organization owner)

Core objects

Organization

An organization is the top-level entity in Level — a single brand or advertiser you report on. An agency typically has several organizations; an in-house team might have one. Everything in the app is scoped to the currently selected organization — you switch from the organization switcher in the top bar, and every page lives under a per-organization URL like /:organizationName/reports.

Each organization has its own ad accounts, segments, metrics, and reports. They are not shared between organizations. How many organizations you can create depends on your plan.

Connected account

A connected account is an OAuth link between Level and an ad platform — Google Ads or Meta Ads. You authorize once with the login that has access to the ad accounts on the platform side; Level then sees the list of advertising accounts that login can read.

Connected accounts are personal — owned by the user who connected them. One Level user can connect multiple Google or Meta logins. A single Meta connection covers Facebook, Instagram, Messenger, and Audience Network.

Ad account

An ad account is one advertising account on one platform, attached to one organization. Concretely: it's the link between "this Google Ads account ID" and "this Level organization." An ad account has:

• A name you choose (e.g. "Acme · Google Search").
• A platform — Google Ads or Meta.
• A connected account — which OAuth login Level uses to read it.
• The specific advertising account under that login.
• A currency — inherited from the platform's ad account.

Once you start the sync, Level pulls historical data and keeps it fresh on your plan's cadence. How many ad accounts an organization can hold depends on your plan.

Campaign

A campaign is a single advertising campaign as it exists on the platform (Google Ads / Meta). Level reads campaigns; it does not create or edit them. Campaigns are synced automatically from each ad account.

You don't manage campaigns inside Level — you tag them with segments, singly or in bulk, so that reports group by purpose (Acquisition, Remarketing, etc.) rather than by raw campaign names. Campaigns whose names contain a segment's code even get that segment assigned automatically during sync.

Segment

A segment is a label you put on one or more campaigns to group them by intent — e.g. Acquisition, Remarketing, Brand. Segments are per-organization and have a name, a unique uppercase code, a color, and an icon.

Reports of type Segments roll up campaigns into rows by segment, so a stakeholder sees totals for "Acquisition" rather than every campaign individually. Segments and campaign tagging are a Pro feature.

Metric

A metric is a number you can put in a report column. There are three families:

• System metrics — three fixed metrics: Purchases, Revenue, Lead. You configure which platform-side conversions feed each one (see conversion mapping).
• Custom metrics — metrics you create yourself, either as a Conversion Sum (count or value of conversions you pick) or as a Formula over other metrics, e.g. revenue / cost.
• Platform metrics — native Google and Meta metrics you can use in formulas, with money values converted to the report currency.

Level also computes derived metrics — ROAS, CPA, AOV, CTR, CPM, CPL — out of the box, so you don't have to build them yourself. Metrics are per-organization; the same definition is reused across every report for that organization.

Report

A report is a saved view: which ad accounts, which segments, which metrics, which currency. Level supports six report types — chosen at creation, fixed afterwards:

• Segments — rows = segments (Pro and above).
• Campaigns — rows = campaigns.
• Months — rows = months (chronological).
• Ad accounts — rows = ad-account groups you define inside the report (e.g. "Paid social" group containing 3 ad accounts).
• Videos — rows = individual videos (Business and above).
• Creatives — rows = individual ads and creatives (Business and above).

Once saved, a report stays live — when underlying data changes, the report updates. You can also export any report to Excel.

SEO/SMM (Wire projects)

The SEO/SMM section shows organic content analytics — search performance, site traffic, and social publishing — pulled from Wire, Marketing Bar's content platform. You connect your Wire account and link Wire projects to the organization; each project belongs to one organization. See SEO/SMM.

Plan

Every organization owner has a plan — Free, Pro, Business, or Enterprise — which sets the limits (organizations, members, ad accounts, sync cadence) and unlocks features. Members inherit the owner's plan capabilities inside that owner's organizations. See Plans & limits.

People and access

Units: Organization, Team, Sub-team

The people side of Level is a tree of units under Users & Teams: the organization itself, teams inside it, and sub-teams inside those (three levels). Members live on the tree at whichever unit they belong to. This is what controls who sees what and who can edit what.

Role

A role is a named bundle of permissions, attached to a unit on the tree. Members at that unit get those permissions. Roles also carry report access and ad-account access grants. Roles are managed under Users & Teams (Business and above).

Permission override

A permission override grants or denies one specific permission for one specific user, on top of whatever their role gives them. Use this when one person needs a tweak that doesn't justify a whole new role.

Naming you'll see across the app