Squizzie reads what you spent on Google Ads and puts it beside everything else in the same report.
The figures arrive through the Google Analytics connection you have already set up. There is no separate Google Ads connection, no developer token, and nothing extra to authorise.
—
What you get
Six figures, available as tiles in any report.
| Tile | What it tells you |
|---|---|
| Ad Spend | What your advertising cost over the report period |
| Ad Clicks | Clicks those ads received |
| Ad Impressions | Times the ads were shown |
| Cost per Click | Spend divided by clicks |
| Ad Spend by Campaign | The same spend, broken out per campaign, as a table |
| Total Revenue against Google Ads Spend | Your whole shop’s takings for the period, over the ads bill |
—
Where the numbers come from
Your Google Analytics property carries advertising figures once one of two things is true:
- A Google Ads account is linked to the property, in Google Analytics under Admin then Product Links, or
- Cost data has been imported into the property, which is how spend from other platforms such as Meta or Microsoft can reach it.
Squizzie reads whatever is there. It does not connect to any ad platform itself, so if neither of those is set up, there is nothing for it to read.
—
Why Cost per Click is worked out here rather than taken from Google
Google will report a cost per click for each campaign. Averaging those would be wrong, because a campaign with two clicks would count as heavily as one with two thousand.
Squizzie adds up the spend, adds up the clicks, and divides once at the end. That is the rate for the period rather than the average of a set of rates.
—
Total Revenue against Google Ads Spend, and why it is not a return on ad spend
This is the one worth understanding, because it looks like a figure Google also publishes and it is not the same thing.
What Squizzie divides. Your whole shop’s revenue for the period, over what you spent on Google Ads in the same period.
What that answers. How many times over your takings cover your advertising bill. A shop turning over 50,000 in a month while spending 2,000 on ads reads 25.
What it does not answer. Which orders your ads brought in. There is no attribution in it anywhere. The revenue half includes people who found you through search, came back on their own, opened an email, or followed a link a friend sent them. On most shops the ads had nothing to do with most of it.
Why it is not comparable with Google’s figure
Google publishes a return on ad spend, and it divides a different revenue:
- Google divides the revenue its tracking attributed to the ads.
- Squizzie divides your entire revenue, attributed or not.
So Squizzie’s number is not a more accurate version of Google’s. It is a broader question with a much bigger top half, and it reads higher, often by a lot. On the shop above Google might say 3 where Squizzie says 25, and both are correct answers to the questions they are each actually asking.
⚠️ Do not read it as what your advertising returned. If that is the question, Google’s figure is the one doing the attributing. Its tracking misses some orders, but undercounting attributed revenue is a smaller error than not attributing at all.
What it is good for
Trend, on your own shop, over time. If your takings covered the ad bill twenty-five times over in March and fourteen times in June on the same spend, something has changed and it is worth looking at. The absolute number means little. The direction means a lot.
What the report says about it
The figure carries this line wherever it appears, including in PDFs and scheduled emails, so whoever reads the report sees it too:
> Your whole shop’s revenue against your Google Ads bill, including takings the ads had nothing to do with. Not a return on ad spend, and not comparable with the figure in Google Ads.
—
When there is no spend to report
If no Google Ads account is linked to your property and no cost data has been imported, there is no spend figure, so there is nothing to set your revenue against either.
Squizzie shows nothing rather than zero.
That distinction is deliberate too. A zero there reads like your advertising failed. The truth in that situation is that nobody told Squizzie what was spent, which is a completely different thing. A zero would be a lie with a number on it, and somebody would plan around it.
A linked account that genuinely spent nothing in the period does report zero, because that is true.
—
Getting it working
- In Google Analytics, open Admin, then Product Links, then Google Ads Links, and link the account.
- Wait for data. Google backfills some history, but new figures take a day or so to appear.
- In Squizzie, add any of the six tiles to a report.
If the tiles show nothing after that, the property is not receiving cost data yet. Check the link in Google Analytics first, because Squizzie is only ever reading what the property already holds.