Why This Integration Matters  

• Understand if ad traffic completes your configured goals
• Measure total spend vs. actual conversions
• Identify high-performing campaigns and keywords
• Optimize budget allocation confidently

• Visitor type
• Traffic source
• Location
• Audience behavior

Before You Enable Ad Spend Tracking  

1. The PageSense tracking code is installed on all relevant pages : 
   This ensures visitor activity and goal completions are recorded correctly.
2. Visitors are part of the experiment page where the Google Ads campaigns are running : 
   Only traffic landing on experiment-enabled pages can be tracked inside the Goals experiment.
3. The goal triggers only when users land on the campaign URL and achieve the set goal :
   Your goal must be configured correctly so it fires when the desired action is completed.
4. Without proper tracking implementation, conversions will not be recorded accurately :
   Any missing script, misconfigured goal, or incorrect URL targeting can result in incomplete data.

How to Enable Google Ads Integration

Step 1(a) : Enable at Project Level 

Click the Settings icon in the top-right corner

Navigate to Integrations

Locate Google Ads

Click Install

Sign in with your Google account

Grant the required permissions

Select the Google Ads account you want to integrate

Click Save and this would enable the Google Ads integration at the project level.

Step 1(b) : Enable Inside the Goals Experiment (Alternative option)

Alternatively, you can enable the integration directly from the Goals module. This serves as an alternative to the project-level configuration. If Google Ads has already been configured at the project level, there is no need to set it up again under Goals → Ad Spend.

To enable inside the Goals experiment, navigate to the Goals module

Open the required Goals experiment

Go to the Reports tab and Select the Ad Spend tab

 Step 2: Wait for Data Sync  

• Campaign data may take up to 24 hours to reflect.
• Metrics will start appearing inside the Ad Spend report once synced.
  

What You Can Analyze in the Ad Spend Tab  

All Campaigns Overview  

This section displays combined performance metrics for all campaigns running on your experiment pages:

Total Spend

Impressions

Clicks

Click-Through Rate (CTR)

Conversions

Cost Per Conversion

Total Spend

The total amount spent on Google Ads campaigns that drive traffic to your experiment pages.

Impressions

The number of times your ads were shown to users on Google.

Clicks

The number of times users clicked your ads and landed on your experiment pages.

Cost Per Conversion

The average ad spend required to generate one conversion.

Click-Through Rate (CTR)

The percentage of impressions that resulted in ad clicks.

Conversions

The number of goal completions generated from ad clicks.

 Key Metrics Explained 

Impressions

1. The number of times your ad was displayed across Google networks.
   
2. Use this to measure visibility and reach.
   

Clicks

1. The number of users who clicked your ad.
   
2. Higher clicks typically indicate better ad relevance.
   

To increase clicks:

• Write compelling ad copy
• Group ads by theme or product
• Use tightly themed keywords
  

Cost (Ad Spend)

1. The total amount spent on a campaign.
2. The Total Spend metric in the All Campaigns section shows combined spending for the selected time period.

Conversions

1. The number of users who clicked your ad and completed a configured goal on your experiment page.
2. This is where ad performance connects directly to business impact.
3. If one keyword generates more conversions, you can shift more budget toward that keyword.
   

Click-Through Rate (CTR)

CTR = (Clicks ÷ Impressions) × 100\

Example:

1. If your ad appeared 200 times and received 15 clicks, your CTR is 7.5%.
   
2. Higher CTR can improve ad position and reduce cost per click.
   

To improve CTR:

• Run A/B tests on ad variations
• Optimize call-to-action messaging
• Refine targeting
  

Cost Per Conversion

1. Cost per Conversion = Total Spend ÷ Total Conversions
2. This tells you how much you’re paying for each successful goal completion.
3. Lower cost per conversion = higher efficiency.
4. This is one of the most critical metrics for evaluating campaign profitability.
   

How to Use Ad Spend Insights Strategically  

With Ad Spend reporting, you can:

• Pause underperforming campaigns
• Increase budget for high-converting keywords
• Optimize landing pages
• Refine targeting
• Align marketing spend with business goals

Instead of guessing, you make data-backed decisions.

Summary  

The Ad Spend tab connects:

Ad visibility → Ad clicks → Visitor behavior → Goal completions → Actual cost

It transforms Google Ads campaign data into actionable conversion intelligence inside PageSense - helping you measure true ROI, not just traffic.