- Settings → Integrations → Google → Google Ads → "Connect".
- Approve read-only scope (we don't mutate your ad campaigns).
- Map ad accounts to your Marketing Analytics property.
What gets pulled
- Daily spend by campaign, ad group, keyword.
- Impressions, clicks, CTR, average CPC.
- Conversions reported by Google Ads (independent of CRM data).
Closed-loop ROI
CRM leads carry their UTM source. When the lead becomes a deal, Marketing Analytics joins on UTM to attribute revenue back to the originating campaign. The dashboard then shows ad spend vs deal revenue — true ROAS.
What if the join misses?
Direct visits and unattributed leads pile in "unattributed". A small unattributed bucket is normal (5-15%). A large one means your UTM hygiene is broken — go back to your ad URLs.