GuideConversion Tracking in 2026: A Cross-Platform Implementation Library
The Ad Spend
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Insights

What The Ad Spend tracks

Understand the metrics, settings, and account levels available across connected platforms, including where coverage differs.

The Ad Spend brings supported account metrics and settings together across Google Ads, Meta, LinkedIn, TikTok, Reddit, Microsoft Ads, and Pinterest Ads. The available fields and account detail depend on the connected platform.

OpenAI Ads reporting is aggregate campaign reporting for advertisers with the required API access, not a per-event or conversion-value breakdown.

The Metrics SurfacedLink to The Metrics Surfaced

The following metrics may be available, depending on the platform and account. They are not a promise of identical coverage for every connection:

  • Spend
  • Impressions
  • Clicks
  • Link clicks
  • Outbound clicks
  • Video views
  • Engagements (likes, shares, comments)
  • Results (conversions)
  • Conversion value

Calculated metrics derived from the above:

  • CTR (clicks / impressions)
  • CPC (spend / clicks)
  • CPA (spend / conversions)
  • CVR (conversions / clicks)
  • ROAS (conversion value / spend)

Available reporting levels depend on the platform and the data it provides.

Understanding conversionsLink to Understanding conversions

Platform-reported conversions follow the source platform's conversion events and attribution settings. They are separate from CRM closed revenue, profit, and lifetime value. Compare like-for-like definitions and time windows when reviewing results across platforms.

Settings and Change FieldsLink to Settings and Change Fields

Alongside metrics, History records observed settings changes and available platform events. Depending on platform coverage, these can include:

  • Campaigns: Budget, bid strategy, status, targeting, schedule, network settings
  • Ad groups / ad sets: Bid amounts, targeting, status
  • Ads: Headlines, descriptions, images, URLs, call-to-action, status

Use History to review the available before-and-after record alongside a movement in performance. A matching date is a lead to investigate, not proof of causation.

Account hierarchyLink to Account hierarchy

The Ad Spend organizes your data across six levels:

  • Organization: your AdSpend workspace
  • Provider: the connected ad platform
  • Sub-account: the specific ad account (Google Customer ID, Meta act_ ID, or LinkedIn Campaign Manager Account ID)
  • Campaign
  • Ad Group / Ad Set: terms are kept native per platform; Google uses Ad Group, Meta uses Ad Set
  • Ad