Combined Reporting: Google Ads + SAP

How do you get one set of numbers you can trust? askotter reads Google Ads and SAP together and answers it for your business, by text.

● Google Ads · LIVE + ● SAP · LIVE Combined Reporting

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the short answer

How does combined reporting with Google Ads and SAP work for a small business?

askotter reads Google Ads and SAP side by side so it can combine your accounts into one clean report you can ask questions of. One report covering every connected account, cleaned up and answerable by text.

Read the full answerShow less

The owner asks follow-up questions by text.

From Google Ads: Campaign performance, Keyword data and quality scores, Ad group and creative performance.
From SAP: Financial accounting, Inventory and materials management, Production planning.
Status: Both connect today.
Not for: Replacing Google Ads or SAP. Both keep working exactly as they do now.

the problem

How do you get one set of numbers you can trust?

GA4 says one thing, Stripe says another, and your booking system disagrees with both. Matching them by hand takes hours, and the answer is still fuzzy.

How askotter handles it

askotter reads Google Ads and SAP side by side, so it can combine your accounts into one clean report you can ask questions of.

A person checks the result before it reaches you. This is part of our Google Ads management work.

matching the records

How Google Ads and SAP records line up

Google Ads and SAP share no customer or visit identifier. askotter puts them on one timeline instead, so a change in Google Ads clicks can be read against what SAP recorded in the same hours.

What combined reporting uses from each

Combined reporting needs a shared identifier or a shared time grain.

From Google Ads that means gclids and search terms. From SAP it means sales order numbers and customer accounts.

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.

SAP on its own

SAP holds the booked order, the invoice and the customer master. It has no record of the marketing that produced the order.

Timing. SAP data usually reaches outside systems in scheduled extracts, so it runs as current as the extract schedule your ERP team sets.

Access. Read-only OData services or scheduled exports set up with your ERP team.

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

Local SEO services Google Ads management Answer engine optimization Website design for small business Digital marketing pricing

Other analyses: Google Ads + SAP

Revenue Attribution Customer Journey Mapping Anomaly Detection Predictive Forecasting Root Cause Analysis Campaign Optimization Customer Retention

questions

Questions about Google Ads + SAP

Do I need a developer to connect Google Ads and SAP?

No. Most accounts connect with a sign-in, and the rest take a file export.

How is askotter's Combined Reporting different from what Google Ads shows on its own?

Google Ads only sees its own numbers. askotter reads Google Ads and SAP together and can answer the question: How do you get one set of numbers you can trust?

Connect Google Ads + SAP. 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.