Does the reported return justify the next acquisition decision?

Data to confirm

Check the required fields, reporting period and successful delivery before using these inputs.

Confirm which campaigns the report covers

The configured source includes campaign, ad-group, ad, Shopping and geographic reports. These are different reporting scopes, not interchangeable totals. Google’s Performance Max campaigns are not returned by ad_group or ad_group_ad queries. Because the configured custom spend report uses ad_group_ad, reconcile Performance Max separately before treating that report as complete account spend.

Keep conversion credit separate from business value

Agree the conversion actions, attribution window, currency, timezone and date basis used in the comparison. A platform conversion value is not automatically revenue after refunds or contribution margin. Check costs against the same account and period; do not add campaign, ad-group and ad-level totals together. For fashion, inspect cancellations and later returns before making a budget recommendation from an attractive ROAS.

Prepare a decision the channel owner can inspect

Illustration: a Shopping campaign has a strong reported return, but several promoted sizes are unavailable and the matched order cohort still has open returns. The team proposes a stock and landing-page review before increasing spend. Record the source report, affected products, observation window, known gaps and owner. A proposed allocation or scenario is not an executed budget change.

Prepare the next task

Illustrative workflow. Record the source, open questions, owner and review date with the proposal.

1. Choose the customer accounts and list included campaign types.
2. Reconcile spend and conversion values with the same reporting settings.
3. Prepare a reviewable proposal; the channel owner applies approved changes in Google Ads.

First setup check

Reconcile a small sample with the source. Confirm history, refresh timing and missing fields for the question you want to answer.

Permissions and scope

Setup uses Google authorisation and explicit customer-account selection. The Google Ads OAuth scope is broad; the implemented workflow is reporting-only and does not change bids, budgets or campaigns. Ingestion is scheduled daily. Confirm actual history, account currency and campaign-type coverage after a successful sync; a connected account is not proof of complete reporting.

This reference explains the source platform, not the data delivered to your Faccelerate account.

Related workflows and guides