How to Read the Ads Performance Report
Put the spend and results your ad platforms report next to the leads and revenue SourceLoop credits to each campaign, ad set, ad, and keyword.
On this page
Ad platforms grade their own homework. The Ads performance report puts what each platform reports, its spend, clicks, and claimed conversions, beside the leads and revenue SourceLoop traced to each campaign, ad set, ad, and keyword through real visitor journeys.
Open Reports in the left sidebar, then Ads performance under Ads. The report fills in once at least one ad account is connected under Setup -> Ad Platforms.
What the report answers
- What you spent across every connected ad account, in one currency
- What each platform claims it returned
- What SourceLoop actually credits to each campaign, ad set, ad, and keyword
- Your real cost per conversion and ROAS under the attribution model you trust
Step 1: Set the controls
Pick the date range and comparison period, then choose what you are Measuring. With a CRM connected you can measure deals or customers instead of form fills, which is how you judge ads on pipeline rather than leads. Tick one or more attribution models to add their columns to the table.
Step 2: Read the cards and chart
The cards across the top come straight from your ad platforms:
- Ad spend, Impressions, and Clicks
- Click-through rate, Cost per click, and Cost per 1,000 impressions
- Platform conversions, Platform conversion value, Platform conversion rate, and Platform ROAS
The chart starts with spend as bars and platform conversions as a line. Tick other cards to plot them instead, and switch between Daily, Weekly, Monthly, and Quarterly.
Step 3: Compare platform claims with credited results
The table is where the report earns its keep. Tabs switch the level: Ad platform, Ad campaign, Ad set, Ad, and Keyword.
Each row has two kinds of columns:
- Platform reported: spend, impressions, clicks, CTR, CPC, platform conversions, and platform ROAS, exactly as the platform reports them
- One group per attribution model: Attributed conversions, Revenue, Cost per conversion, and ROAS, credited from visitor journeys
ROAS below 1 shows in red. Click any attributed number to see the people behind it, each with the ad or keyword that brought them in.
Step 4: Go deeper
- For creative-level results with thumbnails and video engagement, open the Creatives report.
- For all marketing cost, including agency fees and tools, against leads and revenue, open the Spend report.
- To send your real leads and sales back to the platforms so their bidding learns from them, set up conversion sync.
Step 5: Export or share
Export above the table downloads the current level as a CSV. Share sends a client a live link, and the menu next to Share turns the report into a PDF or PowerPoint deck, or makes an editable copy.
What’s next
- Connect an ad account: Google Ads or Meta Ads
- See paid traffic next to every other channel: Traffic and Revenue report
- Pick the right model for paid media: Attribution models explained
Frequently asked questions
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Why are the platform's conversions different from SourceLoop's?
Each platform counts conversions under its own attribution window and often counts view-throughs and modelled conversions. SourceLoop credits only the leads and revenue it can trace through a real visitor journey, under the model you choose. Both are shown side by side so you can see how far each platform's claims are from what actually happened.
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What's the difference between ROAS and Platform ROAS?
ROAS is revenue SourceLoop credited to the ad under your chosen model, divided by spend. Platform ROAS is the conversion value the platform claims, divided by spend. When Platform ROAS is far above ROAS, the platform is likely taking credit for sales that other channels closed.
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Why are some ROAS figures in red?
ROAS below 1 is highlighted, because that ad or campaign brought back less revenue than it cost under the selected model. Check it under First touch too before pausing it, since some ads open journeys that close elsewhere.
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My ad accounts bill in different currencies. How is spend shown?
Everything is shown in your workspace currency. Spend from an account billing in another currency is converted at each day's exchange rate.
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Can I narrow the report to one ad platform?
Use the Ad platform tab of the table, then expand the platform you want into campaigns, ad sets, or ads. Visit filters such as country or device don't apply to spend, because ad platforms report spend per campaign, not per visitor.
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How fresh is the ad data?
Spend, impressions, clicks, and platform conversions sync from your ad accounts once a day. Leads and revenue credited by SourceLoop update as they happen.
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