Analysing Paid Advertising Return with AskBiz

Go to Settings → Integrations to connect your ad platforms:

• Google Ads: click Connect → Google Ads → authorise with your Google account. AskBiz imports campaign, ad group, and keyword data.
• Meta Ads (Facebook/Instagram): click Connect → Meta Ads → authorise with your Facebook Business account. AskBiz imports campaign, ad set, and ad-level data.
• TikTok Ads: click Connect → TikTok Ads → authorise with your TikTok Business account.

Once connected, spend data syncs daily. Revenue attribution is based on UTM parameters from orders in your connected sales platforms — ensure your ad campaigns are tagged with UTM parameters for accurate attribution.

Go to Marketing → Paid Ads to see across all connected ad platforms:

• Spend, impressions, clicks, and CTR
• Revenue attributed (using your store's UTM-based attribution)
• ROAS (Revenue ÷ Spend)
• Margin-adjusted ROAS ((Revenue × Gross Margin %) ÷ Spend)
• CPC (Cost per Click)
• CAC (Cost per New Customer Acquired)
• New vs returning customer split for ad-attributed purchases

Toggle between Platform view (Google vs Meta vs TikTok) and Campaign view (individual campaigns) to drill into performance at different levels.

The single most valuable use of paid ads data is identifying which campaigns to scale and which to stop.

Scale when:

• Margin-adjusted ROAS is above your break-even threshold (typically 2× for 50% margin businesses)
• CAC is below your LTV ÷ 3 target
• Performance has been stable for at least 2 weeks (not a one-off spike)
• The campaign is not audience-constrained (there is room to scale spend without exhausting the audience)

Cut or pause when:

• Margin-adjusted ROAS has been below break-even for 2+ consecutive weeks
• CAC exceeds LTV
• CTR is declining significantly (creative fatigue)

AskBiz surfaces scaling and cutting recommendations automatically in Marketing → Paid Ads → Recommendations.

Google Ads and Meta Ads serve very different roles in a customer acquisition funnel, and their performance should be evaluated differently.

Google Ads (Search) captures existing demand — people searching for your product or category. High purchase intent means higher conversion rates and often higher AOV. ROAS is typically higher but spend is limited by search volume.

Meta Ads (Social) creates demand — interrupting browsing to introduce your product. Lower purchase intent means lower conversion rates, but the addressable audience is much larger. Meta typically delivers higher volume at lower ROAS than Google.

TikTok Ads sits between the two: primarily demand creation, but with a highly engaged audience for the right product categories (especially beauty, fashion, and viral/novelty products).

AskBiz compares performance across platforms with this context in mind — the relevant benchmark for Meta ROAS is different from Google ROAS.

A common hidden problem with paid ads: as businesses scale spend, an increasing proportion of ad budget is served to existing customers rather than new ones. This inflates attributed revenue without growing your customer base.

AskBiz tracks the New Customer Rate for each campaign — the % of purchases from ad-attributed orders that come from first-time buyers. If your new customer rate falls below 40%, your campaigns are increasingly retargeting existing customers.

This is not always bad (existing customer LTV is high, and retargeting can be very efficient), but it is important to know — especially if your goal is customer acquisition rather than retention.