Google Ads

Pull Google Ads cost and delivery data into Upstack alongside your orders, so blended ROAS and true CAC are computed from both halves of the equation rather than one.

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About Google Ads

What Google Ads is, and why identity matters to it.

Google Ads spans search, shopping, display, video and Performance Max — surfaces that behave so differently that a single blended cost number hides more than it shows.

The keyword that produced a customer and the keyword that produced a bounce cost the same until the order is joined back to it.

How it works

How Google Ads works.

Google Ads reports cost and delivery through its API against a campaign, ad group and keyword hierarchy, with its own conversion tracking layered on top. Its conversion column reflects what Google matched inside its attribution settings — data-driven or last-click, over a window you chose months ago. Offline and phone orders are absent unless something uploads them, and Performance Max deliberately reports less detail than the other campaign types.

With Upstack Data

Get more out of Google Ads with Upstack Data.

Upstack brings the cost side into the same store as your resolved orders and joins them on the gclid carried through the click, so revenue is attached to the keyword and campaign that earned it rather than to whatever the attribution setting decided. Orders that arrived by phone, wholesale or in store are joined the same way, which is where the gap between Google’s conversion column and your bank account usually lives.

What you can do with it

Three jobs Google Ads does once it is connected.

Cost next to revenue
Spend, impressions and clicks arrive at campaign, ad group and keyword level alongside your orders, so profitability is computed rather than inferred from the platform’s own conversion column.
Search terms and keywords
Keyword, search term and campaign cost arrive together, so the queries that produce customers can be told apart from the ones that only produce clicks.
Performance Max, itemised
Performance Max spend is broken out by asset group and channel wherever Google exposes it, so the most opaque campaign type in the account becomes at least partly legible.