Ad Reporting

Ad Reporting brings Facebook Ads and Google Ads performance data directly into your CRM, giving you live campaign analysis without switching between platforms. Track spend, leads, cost per lead, conversions, and revenue attribution all in one place. Combined with the Ad Manager, you can create, manage, and analyze campaigns across Meta, Google, and LinkedIn from a single dashboard with true ROI tracking that connects ad spend to actual closed deals.

What Ad Reporting Does

The system pulls data from Facebook Ads Manager and Google Ads, then matches it against your pipeline opportunities to calculate true ROI. Five key capabilities work together: unified view (Facebook, Instagram, and Google Ads data alongside pipeline and contacts), true ROI tracking (connects ad spend to closed deals, not just clicks), cost-per-lead clarity (exact cost per lead across every campaign and ad set), revenue attribution (links won opportunities back to specific ads), and real-time data (monitors campaign performance as it happens without manual exports).

Key metrics tracked: Impressions (ad displays), Clicks (user interactions), Click-Through Rate (CTR), Client Spend (total ad costs including management fees), Average CPC (cost per click), CPA (cost per acquisition), CPL (cost per lead, campaign cost divided by open opportunities), CPS (cost per sale, campaign cost divided by won opportunities), Conversions (valuable user actions), Conversion Rate (conversions divided by trackable interactions), Revenue (sum of all won opportunities), and ROI (ratio between ad costs and revenue generated).

Attribution entry points: Data is recorded when contacts enter through form submissions, surveys, calendar bookings, Facebook Lead Forms, two-step order forms, chat widgets, or inbound click-to-call interactions. Contacts created manually or via API do not automatically receive ad attribution.

Contact-level attribution fields: Each contact stores Source (entry point classification like fb_ad), Campaign Name ({{contact.attributionSource.utmCampaign}}), Ad Set Name ({{contact.attributionSource.utmMedium}}), Ad Name ({{contact.attributionSource.utmContent}}), Campaign ID ({{contact.attributionSource.campaignId}}), and Click Identifiers (fbclid for Facebook, gclid for Google).

Key Configuration Options

Facebook Ads UTM setup: Open Facebook Ads Manager, select your campaign, navigate to the ad level, click Edit, scroll to Tracking, click Build a URL parameter, then configure: Campaign Source = fb_ad, Campaign Medium = {{adset.name}}, Campaign Name = {{campaign.name}}, Campaign Content = {{ad.name}}, and add custom parameter campaign_id = {{campaign.id}}. Double-curly-bracket placeholders are dynamic parameters Facebook replaces automatically. Save and publish.

Google Ads UTM setup: Add this tracking template at the account, campaign, or ad group level in Google Ads: ?utm_source=adwords&utm_medium={adname}&utm_campaign={campaignname}&utm_content={adgroupname}&utm_keyword={keyword}&utm_matchtype={matchtype}&campaign_id={campaignid}&ad_group_id={adgroupid}&ad_id={creative}. Single-curly-bracket placeholders are ValueTrack parameters Google fills in dynamically. Ensure auto-tagging is enabled and landing pages preserve gclid parameters.

Facebook Conversion API: Navigate to Automations > Workflows, create or edit a workflow triggered by lead events (form submission, appointment booking), add the Facebook Conversion API action, map the event type (Lead, Purchase), and include contact details for server-side matching. The Conversion API sends data directly from your server to Facebook, bypassing browser limitations and improving attribution accuracy.

Google Ads integration: Navigate to Settings > Integrations, select Google Ads, authenticate with your Google account that has Ads access, select the Google Ads account to connect, and confirm. The system automatically captures the gclid (Google Click Identifier) when a contact enters through a Google Ad, linking the click to the contact record for full attribution from click to close.

Ad Manager access: Navigate to Marketing > Ad Manager to create campaigns directly from the CRM. Supported platforms include Meta (Facebook and Instagram with lead generation, traffic, engagement, and sales objectives), Google Ads (search campaigns), and LinkedIn Ads (lead generation and website visits). The Ad Manager is free for agency accounts, and agencies can resell access to sub-accounts at their own pricing.

Power Features

Meta Ad Widgets for dashboards: Add ready-made visual reporting blocks that pull metrics directly from your Meta ad account into your sub-account dashboard and custom reports. Navigate to Reporting > Dashboards, click Edit, select Meta Ad widgets, configure date range, campaigns, and metrics, then position and resize. Available widget types include campaign performance overview, cost metrics breakdown (CPC, CPL, CPA, CPS), lead and revenue tracking, and trend charts with customizable date ranges.

Campaign-level vs. ad-level reporting: View aggregated performance across all ads within a campaign (total spend, overall lead volume, revenue and ROI, time period comparisons) or drill down into individual ad sets and ads (compare performance within a campaign, identify top performers at lowest cost, spot underperforming creatives, allocate budget to winning variations).

Date range filtering: Filter reports by today, yesterday, last 7 days, last 30 days, custom start and end dates, month-over-month and quarter-over-quarter comparisons, or campaign lifetime performance. This lets you analyze specific periods and identify seasonal trends.

Agency reporting: Agency administrators can view ad performance across all sub-accounts. Create white-labeled dashboards with Meta Ad Widgets and share them with clients through automated report delivery, showing not just clicks and impressions but actual leads and revenue generated.

Revenue vs. opportunity values: Revenue displayed in dashboards represents the sum of monetary values from opportunities marked as “Won.” This is not the same as actual payments received through payment processors. If a deal moves back from “Won” to another status, the revenue figure adjusts accordingly.

Pro Tips

• Use dynamic variables instead of hardcoding names. Leverage Facebook’s {{campaign.name}}, {{adset.name}}, and {{ad.name}} variables and Google’s ValueTrack parameters. This eliminates manual parameter entry and reduces tracking errors caused by typos or inconsistent naming.
• Enable the Conversion API. Server-side tracking is more reliable than pixel-only tracking, especially with browser privacy changes. The Conversion API bypasses browser-based tracking limitations and improves attribution accuracy for true campaign performance measurement.
• Monitor CPS alongside CPL. A cheap lead is not valuable if it never converts to a sale. Track cost per sale to measure true efficiency and understand the full funnel from lead to revenue, not just top-of-funnel metrics.
• Avoid renaming active campaigns. Create new campaigns instead of changing names mid-flight. Renaming breaks the attribution chain because the system tracks campaigns by name via UTM parameters, so a name change means new leads may not match existing campaign data.
• Combine ad data with pipeline data. Show clients not just clicks and impressions, but actual leads and revenue generated. This connects marketing spend to business outcomes and demonstrates true ROI rather than vanity metrics.

Common Questions

What ad platforms does Ad Reporting support?

Ad Reporting supports Facebook Ads (including Instagram) and Google Ads. The Ad Manager also supports LinkedIn Ads for campaign creation and management. All platforms feed data into unified reporting dashboards for cross-channel analysis.

Do I need the Facebook Pixel and the Conversion API?

The Facebook Pixel handles browser-side tracking, while the Conversion API sends data server-side. Using both together provides the most complete and accurate attribution. The Conversion API is especially important as browser privacy features increasingly limit pixel-based tracking.

How is cost per lead calculated?

Cost per lead (CPL) is calculated by dividing your total campaign spend by the number of opportunities in an open stage. This connects your ad spend directly to pipeline activity rather than just form submissions or clicks for true business impact.

What is the difference between CPL and CPS?

CPL (Cost Per Lead) measures the cost to generate an open opportunity. CPS (Cost Per Sale) measures the cost to generate a won opportunity. CPS is always higher than CPL because not every lead converts to a sale. Tracking both helps you evaluate the full funnel from lead to revenue.

Can I see which specific ad generated a contact?

Yes. Each contact record stores the ad name, ad set name, campaign name, and campaign ID as attribution fields. You can view these on the contact profile or use them in Smart Lists, workflows, and reports for segmentation and analysis.