Revenue Attribution: Google Ads + SAP
Which marketing brings in paying customers? askotter reads Google Ads and SAP together and answers it for your business, by text.
How does revenue attribution with Google Ads and SAP work for a small business?
askotter reads Google Ads and SAP 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 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.
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 SAP 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 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 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 SAP it means invoiced amounts by customer account.
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.
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
Other analyses: Google Ads + SAP
Questions about Google Ads + SAP
Do I need a developer to connect Google Ads and SAP?
How is askotter's Revenue Attribution different from what Google Ads shows on its own?
Connect Google Ads + SAP. Five minutes.
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