Documentation Ad platforms

Ad spend and return on ad spend

Import what your campaigns cost, and see the cost per lead, the cost per customer and the return of every channel and campaign.

Available from the Pro plan. Compare plans

Leadwon imports the daily cost of each campaign from Google Ads, Microsoft Advertising and Meta. The Leads report then shows, next to every channel, source and campaign:

  • Cost per lead: ad spend divided by leads.
  • Cost per customer: ad spend divided by won deals.
  • Return on ad spend (ROAS): revenue of won deals divided by ad spend. 4.0× means four euros of revenue for every euro spent.

Turn it on

Connect the platform under Leads → Ad platforms and keep Import ad spend for cost per lead and return on ad spend ticked. For Meta, enter the ad account ID and a token with the ads_read permission, see Meta.

The first import fetches the last 90 days. After that, the last seven days are fetched again every six hours, because the platforms correct recent costs for a few days. Import now on the Ad platforms page starts an import right away.

How leads are matched to their costs

Costs belong to campaigns, so leads need to carry their campaign:

  • Google Ads: keep auto-tagging on. Leadwon looks up the campaign of every click itself, so campaign names in your links are not needed.
  • Microsoft Advertising: turn on Add UTM tags in the account settings. The campaign names then match automatically.
  • Meta: add utm_source={{site_source_name}}&utm_medium=paid_social&utm_campaign={{campaign.name}} to the URL parameters of your ads.

A campaign that shows costs but no leads usually lacks one of these.

Other costs

Not every channel is paid by the click. Under Other costs on the Ad platforms page, add monthly costs such as an SEO agency, a directory listing or printed flyers, once or repeating every month. Choose the channel and, optionally, the source, which is the value of utm_source in your links. The amount is spread evenly over the days of the month, so organic channels get a cost per lead too.

Profit instead of revenue

Revenue alone can mislead when margins differ. Add your margins and the report shows gross profit and the profit your ad spend brings. See Profit and POAS.