Ad spend & ROAS

Connect your ad accounts to see how much you're spending, calculate customer acquisition cost (CAC), and measure return on ad spend (ROAS) for every campaign.

Supported platforms

Platform	What gets synced
Meta (Facebook / Instagram)	Campaign spend, impressions, clicks per day
Google Ads	Campaign spend, impressions, clicks per day

Connecting Meta Ads

Go to Settings > Ad Spend in your attribu.tech dashboard
Click Connect Meta
Authorize attribu.tech to read your ad account data
Select the ad account you want to track

attribu.tech will sync your campaign spend daily. Historical data is imported on first connection.

Connecting Google Ads

Go to Settings > Ad Spend in your attribu.tech dashboard
Click Connect Google Ads
Follow the authorization flow
attribu.tech generates a Google Ads Script token for your account

Understanding the metrics

CAC (Customer Acquisition Cost)

How much it costs to acquire one paying customer from a specific campaign:

CAC = Total Ad Spend / Number of Customers Acquired

A lower CAC means your campaigns are more efficient at converting ad clicks into customers.

ROAS (Return on Ad Spend)

How much revenue you generate for every dollar spent on ads:

ROAS = Total Revenue / Total Ad Spend

A ROAS of 3.0 means you earn $3 for every $1 spent. Anything above 1.0 means the campaign is profitable (before other costs).

Dashboard view

Once connected, your dashboard shows a campaigns card with:

Total ad spend across all platforms
Total revenue attributed to paid campaigns
Overall CAC and ROAS
Per-campaign breakdown with spend, revenue, customers, CAC, and ROAS

Campaign attribution uses UTM parameters and ad click IDs. Make sure your ads include proper UTM tags or that auto-tagging is enabled in your ad platform.

How attribution connects to ad spend

A visitor clicks your ad and lands on your site with UTM params or a click ID (gclid, fbclid)
The pixel records the traffic source on their first visit
When they make a purchase, revenue is attributed to the campaign
attribu.tech matches the campaign name from UTMs to the ad spend data from Meta/Google
CAC and ROAS are calculated automatically

Best practices

Use consistent campaign names across your ad platform and UTM tags so spend and revenue data match correctly
Enable auto-tagging in Google Ads and Meta to ensure click IDs are always present
Check weekly to catch underperforming campaigns early
Compare CAC to LTV to understand long-term profitability, not just immediate ROAS