Tracking ad spend

Direct API, always EUR

Per-platform spend is pulled straight from the Meta and Google Ads APIs, not from Triple Whale's blended figure. Each account's source currency (most Meta and Google accounts bill in USD) is converted to EUR before it's stored, so every figure on this page is comparable.

Filters

Date

Sets the spend window. Match it to the dashboard window when reconciling margin against revenue.

Platform (Meta / Google / All)

Show combined spend or isolate one network. The split mirrors what each network's API reports — no blended estimates.

Store (All Stores → one)

Scope spend to a single store when a brand runs several. Narrows only; never widens.

The columns

When there's no spend in the window the table reads 'No ad data for this period' rather than zeros, so you can tell 'nothing ran' from 'ran at €0'.

Spend · ROAS

EUR spend and net sales ÷ spend for each account/platform row.

Impressions · Clicks · Purchases

Delivery and outcome volumes behind the spend.

CPC · CPM

Cost per click and per thousand impressions — efficiency at a glance.