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.
About Google Ads
Spend syncs at the ad group level and rolls up to campaigns. Performance Max is reported at the campaign level, because Google doesn’t expose ad group detail for it. The gclid captured by the Upstack Pixel links a click to the orders that follow.
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 campaign that produced a customer and the campaign that produced a bounce cost the same until its spend is set beside the orders it drove.
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.
What you can do with it
01
Spend, impressions and clicks arrive daily at campaign, ad group and ad level, so profitability comes from your orders rather than from Google’s own conversion column.
02
Search, Shopping, Display, Video and Performance Max campaigns come in with their names, status and budgets.
03
Google-reported conversions are imported for comparison, so Google’s claim sits next to the orders Upstack credits to Google.
How it works
A read-only connection that pulls your Google Ads cost every 15 minutes and lines it up with the orders your store recorded.
Daily spend, clicks, impressions and Google-reported conversions for every campaign, ad group and ad, with CPC, CPM and CTR calculated. The metrics reference lists 25 Google Ads metrics, including video views of 30 seconds or more.
The first sync imports up to 36 months of history and usually finishes in 2 to 4 hours. After that Upstack checks every 15 minutes and re-pulls the most recent 2 days for late spend.
Upstack can’t create, change or spend on campaigns. Sub-accounts under a manager (MCC) account are listed, and each account you select becomes its own source.
The Attribution board shows channel spend, CPA and ROAS beside orders and revenue, and groups campaigns, ad groups and ads by the UTM values on each visit. Upstack’s Google template sets utm_medium=paid, because a click ID alone doesn’t mark a visit as paid.
google.spend holds Google’s numbers; channel.spend, channel.roas and channel.cpa add up every connected account; orders.total_roas computes ROAS from your orders. Money converts to your reporting currency.
Platform data is stored in UTC and shown in your account timezone. Google reports spend by hour in the ad account’s timezone, so a timezone mismatch moves spend between days.
Setup
Step 1
In Upstack, go to System, then Data Sources.
Step 2
On the Google Ads card, open the three-dot menu, click Connect, choose your Google account and click Continue to grant read-only access.
Step 3
Choose the accounts, or sub-accounts under an MCC, that drive traffic to your store. Each one becomes its own source.
Step 4
Click Save. The card shows Connected and the backfill starts.
Step 5
Paste Upstack’s UTM template into your Google Ads URL parameters, so campaigns, ad groups and ads are grouped correctly and counted as paid.
Check it
Documentation
Set-up, event schema and field mapping for Google Ads as a source, next to the Google Ads developer docs.
FAQ
Daily spend, clicks, impressions and Google-reported conversions for Search, Shopping, Display, Video and Performance Max campaigns, with their ad groups and ads. It imports cost only; sending conversions to Google is a separate destination.
Up to 36 months on the first sync, which usually takes 2 to 4 hours. After that Upstack checks every 15 minutes and re-pulls the last 2 days.
No. The connection is read-only. Google Ads data in Upstack is used for reporting and attribution and doesn’t affect ad delivery.
Yes. Select the sub-accounts rather than the manager account. Each one you select becomes its own source.
At the campaign level, because Google doesn’t expose ad group details for Performance Max.
A gap under 5% is normal, from timezone normalization and Google’s post-click adjustments. Larger gaps usually mean a timezone mismatch, currency conversion timing, or invalid clicks removed after the last sync.
Check the source for an Auth Error or Token Expired status, reconnect with the original Google account, re-select the accounts and click Sync Now. Missed data is backfilled on the next sync.
All plans. Upstack has three plans that scale with your order volume, and the same integrations are on every plan.
Yes, through the Google Ads Conversions integration. Send identity-resolved conversions to Google Ads with more matched parameters, so Enhanced Conversions actually match.
Guides
Background reading for the Google Ads integration, and the Upstack pages that go with it.
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