2027 intake

05 Revenue reporting

Measured against revenue.

Clicks are not a business result. We trace Google Ads and Meta Ads through to bookings, sales and margin, reconcile them against your real takings, and tell you what each dollar actually did.

Request a tracking auditROAS vs MER guide

The short answer

Revenue reporting connects every marketing dollar to revenue and margin, not just to clicks or platform-reported conversions. It needs accurate server-side tracking, booking and sales data brought back into the ad platforms, a view of all channels together, and analysis that separates the sales ads caused from the sales they merely touched.

What we measure

The numbers that matter.

Revenue

Attributed and actual

Platform-reported revenue reconciled against your booking and sales data.

ROAS

By channel and campaign

Return on ad spend, read with each platform's attribution window in mind.

MER

Marketing efficiency

Total revenue over total spend. The number platforms cannot inflate.

Margin

Contribution after ads

What is left after cost of goods and ad spend, not just top-line revenue.

CPA

Cost per booking

Weighed against average spend per booking, so targets reflect real value.

Lift

Incrementality

Geo holdouts and lift studies that show what ads actually caused.

Cohorts

New vs returning

Whether ads are bringing in new customers or re-buying existing ones.

Visibility

Search and AI share

Rankings, Business Profile actions and AI assistant mentions over time.

The stack

Tracking you can trust.

  1. Measurement plan

    Every conversion that matters defined up front, with a value attached to each.

  2. Server-side tracking

    Google Tag Manager, GA4, enhanced conversions and the Meta Conversions API, so data survives ad blockers and privacy changes.

  3. Offline conversions

    Completed bookings and sales imported back into Google and Meta where your systems allow, so bidding optimises for revenue.

  4. One source of truth

    Ad platforms, GA4, Search Console and Business Profile combined in a live Looker Studio dashboard.

  5. Analysis, not screenshots

    A monthly executive summary, channel deep-dives and a clear plan, walked through with Christian.

FAQ

Reporting questions.

What is the difference between ROAS and MER?
ROAS (return on ad spend) is revenue attributed to a channel divided by that channel's spend, as reported by the platform. MER (marketing efficiency ratio) is total revenue divided by total marketing spend across every channel. ROAS tells you how a campaign is doing inside its own platform. MER tells you whether marketing as a whole is paying off, without relying on any platform's attribution. We report both. Read the full guide.
Why don't Google and Meta numbers match my takings?
Each platform credits itself for conversions using its own attribution window and model, so the same booking can be claimed twice, and some real bookings are never tracked at all. We reconcile platform data against your actual booking and sales data, so the report reflects what really came through the door.
What is incrementality testing?
It measures the sales your ads actually caused, rather than the sales they were present for. Methods include geo holdouts, where ads are paused in comparable areas, and platform lift studies. It is the most honest answer to 'would these customers have come anyway?'
Can you connect our booking system or POS?
Where the platform allows it, yes. We import completed bookings and sales as offline conversions, so Google and Meta optimise toward real revenue rather than form fills, and your report shows revenue rather than estimates.
What goes in a monthly report?
A one-page executive summary first: spend, revenue, blended ROAS, MER, cost per booking and what changed. Then channel detail, creative and audience learnings, search and AI visibility, and the plan for next month, walked through on a call with Christian.

Now taking 2027 partners · limited intake

Let's get you
found.

We keep our client list deliberately small so every brand gets senior attention. Every partnership starts with a free audit of your website, search visibility and ads. If we are the right fit, we will tell you. If we are not, we will tell you that too.

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Request a 2027 audit