Revenue Attribution: Google Ads + Meta Ads
Which marketing brings in paying customers? askotter reads Google Ads and Meta Ads together and answers it for your business, by text.
How does revenue attribution with Google Ads and Meta Ads work for a small business?
askotter reads Google Ads and Meta Ads side by side so it can trace each payment back to the marketing that earned it. One count of where paying customers came from, built from the path each one took.
Read the full answerShow less
A person reviews every suggestion before it changes your budget. The owner asks follow-up questions by text.
- From Google Ads
- Campaign performance, Keyword data and quality scores, Ad group and creative performance.
- From Meta Ads
- Campaign and ad set performance, Creative performance, Audience targeting data.
- Status
- Both connect today.
- Not for
- Replacing Google Ads or Meta Ads. Both keep working exactly as they do now.
Which marketing brings in paying customers?
Every ad platform takes credit for the same customer. Google, Meta and your email tool can each claim one booking, and they cannot all be right. You need one count you can trust.
How askotter handles it
askotter reads Google Ads and Meta Ads side by side, so it can trace each payment back to the marketing that earned it.
A person checks the result before it reaches you. This is part of our Google Ads management work.
How Google Ads and Meta Ads records line up
Google Ads and Meta Ads both report by page. URLs are normalised first (protocol, trailing slash and tracking parameters removed) and then joined page by page.
Google Ads and Meta Ads both keep the UTM source, medium and campaign values from the visit, so activity lines up campaign by campaign even when no single person can be matched.
Shared between the two: the page URL and the UTM campaign tags.
What revenue attribution uses from each
Revenue attribution needs a way to connect a touchpoint to a payment.
From Google Ads that means the gclid on every click. From Meta Ads it means the fbclid on the click and the campaign tags on the URL.
These two tools hold no shared customer identifier, so per-customer answers need a third connected tool that each side can match, such as GA4 or your CRM. Daily totals work with these two alone.
What each tool sees on its ownShow less
Google Ads on its own
Google Ads counts the conversions it can see through its own tag. It cannot tell a refunded sale from a kept one, or a junk lead from a good one.
Timing. Google Ads credits a conversion back to the date of the click, so yesterday's conversion count can still rise for days.
Access. The Google Ads API with read access to the account.
Meta Ads on its own
Meta sees who saw and clicked an ad. It cannot see a sale its pixel missed, and lead-form contacts stop being visible to it once they leave Facebook or Instagram.
Timing. Meta reports conversions under its own attribution setting, seven days after a click and one day after a view by default.
Access. The Meta Marketing API with read access to the ad account.
Related guides
- Why Your Google Ads Aren't Converting (And How to Fix It). Clicks without conversions is the most expensive problem in marketing.
- Performance Max for Local Businesses: Where the Budget Goes. The campaign type that decides for you, and the reporting that follows.
Services that use these connections
Other analyses: Google Ads + Meta Ads
Questions about Google Ads + Meta Ads
Do I need a developer to connect Google Ads and Meta Ads?
How is askotter's Revenue Attribution different from what Google Ads shows on its own?
Connect Google Ads + Meta Ads. Five minutes.
Plans are on the digital marketing pricing page.
Self-managed is $99/mo and scales with the compute you use. Our team runs it from $600/mo.