Paid Ads

The Paid Ads page blends your connected ad platforms into one view, then lets you drop into each platform’s campaigns. It sits under the Dashboard group in the left navigation, alongside Performance, Creative, and Email.

Where to find it

Open Paid Ads in the left navigation. It has four sub-items, which are also the tabs at the top of the page:

• Overview - the blended view (/ads)
• Meta Ads - Meta campaign table (/ads?tab=meta)
• Google Ads - Google campaign table (/ads?tab=google)
• TikTok Ads - TikTok campaign table (/ads?tab=tiktok)

If none of the three platforms has synced any account data yet, the page shows “No paid ads account data available” and asks you to connect and sync one of them. See Connect Meta Ads and Connect Google Ads.

Range, comparisons, and filters

Like the other Dashboard pages, Paid Ads has an Analytics range bar above the content with a date range picker and a Compare control on the right. Presets include Yesterday, Month to Date, Last 7 days, Last 30 days, Last 90 days, and a custom range. Compare is its own visible control next to the date picker (Off, Previous Period, or Same Period Last Year) - the same setting is also reachable from inside the date picker’s own “Compare To” section, and the two stay in sync. See Dates and comparisons for how these ranges and comparison windows are calculated.

The Meta, Google, and TikTok campaign tables read exactly the range you have selected, including a custom range that doesn’t end yesterday - they no longer fall back to a different rolling window than the KPI cards above them.

The same bar can show a sales-channel filter, but it only scopes Shopify sales data. It does not change any Meta, Google, or TikTok ad metric on this page.

If cached data is being shown while a background refresh runs, an amber banner appears at the top of the page telling you when the data was last refreshed.

Overview tab

The Overview tab blends every connected ad platform into one snapshot for the selected date range.

KPI cards across the top:

• Ad spend - spend for the selected range, labeled with the exact window
• Conversion value, ROAS, Conversions and CPA - each platform’s own attributed figure, never summed across platforms. With exactly one ad platform in view, the tile shows that platform’s figure labeled with its source, for example “Meta-reported”; with several, it lists each platform’s figure with its own change; with none, it reads “No platform activity in this window”.
• MER - total store revenue divided by ad spend
• CTR - clicks from impressions, across connected platforms
• The CPA tile’s footer also shows average CPC across platforms

MER and ROAS are not the same number

MER divides your total Shopify revenue by total ad spend, while each platform’s ROAS divides that platform’s attributed conversion value by its own spend, so they will not match - that’s expected, not a data error. See the metrics glossary for exact definitions.

Below the KPI row, a card per connected platform (Meta Ads, Google Ads, TikTok Ads) shows how many campaigns are active out of the total, along with Spend, Conversion Value, ROAS, CTR, CPC, and Conversions for that platform alone.

Two donut charts show Spend Allocation and Conversion Value Allocation across every connected platform, and two area charts show 12-week trends: Weekly Spend vs Conversion Value and Weekly ROAS. Below those, an Account Reconciliation table lists Channel, Campaigns, Spend, Conversion Value, ROAS, CTR, CPC, and Conversions, with a Total row summing every connected platform.

TikTok joins the same blend

Once TikTok Ads is connected, it’s included in every KPI, chart, and the Account Reconciliation table above alongside Meta and Google - this is a three-way blend, not a Meta-and-Google-only view.

Meta Ads tab

The Meta Ads tab shows a campaign table you can drill into: Name, Status, Audience, Spend, Impr., Clicks, CTR, CPC, Conv., Revenue, ROAS, and CPA. Status is a badge (ACTIVE, PAUSED, DELETED, or ARCHIVED). ROAS is a colored pill: 3 or higher is green, 2 to 3 is amber, below 2 is red. A Total row sums the top-level campaigns.

The Audience column is editable. Kreel auto-detects an audience temperature (Cold, Warm, or Retargeting) for each campaign, but you can override it.

1. Click the Audience badge on a campaign row.
2. Pick Cold, Warm, or Retargeting from the menu, or choose “Reset to auto” to go back to Kreel’s detected value.

To see ad sets and individual ads inside a campaign:

1. Click a campaign row to expand its ad sets, shown indented underneath.
2. Click an ad set row to expand its individual ads, shown further indented with a thumbnail image when one is available.

If no campaign data has synced yet, the table shows “No campaign data available. Sync your Meta Ads data to see performance.”

Google Ads tab

The Google Ads tab shows a flat campaign table (no drill-down): Campaign, Status, Type, Spend, Impr., Clicks, CTR, CPC, Conv., Revenue, ROAS, and CPA. Status shows as ENABLED, PAUSED, or REMOVED. Type is the campaign’s channel type as reported by Google, for example Performance Max. A Total row sums the campaigns.

If no campaign data has synced yet, the table shows “No campaign data found. Trigger a Google sync to populate this table.”

TikTok Ads tab

The TikTok Ads tab shows a flat campaign table (no drill-down, same as Google): Campaign, Status, Audience, Objective, Spend, Impr., Clicks, CTR, CPC, Purchases, Revenue, ROAS, and CPA. Status is a badge derived from TikTok’s own campaign status. The Audience column is editable the same way as on the Meta Ads tab.

Purchases and revenue here are TikTok-attributed website purchases

“Purchases” and “Revenue” on this tab come from TikTok’s own reported complete_payment metric and its attributed value, under each ad group’s attribution window - not your Shopify store revenue. See the metrics glossary and Attributed revenue for why platform-attributed figures aren’t directly comparable to store revenue or to each other.

If no campaign data has synced yet, the table shows “No campaign data found. Trigger a TikTok sync to populate this table.”

Comparing against a prior period

Turn on Compare in the Analytics range bar and every campaign table - Meta, Google, and TikTok, including Meta’s ad sets and ads - grows a delta line under each numeric cell (Spend, Revenue, ROAS, CPA, CPC, CTR) showing the change versus the comparison period. Spend’s delta is shown neutrally; CPA and CPC treat a decrease as favorable.

Each row is matched to its counterpart in the comparison period by campaign (or ad set, or ad) identity:

• A row with a clear prior-period match shows its delta normally.
• A row that’s genuinely new in the selected period is flagged, with no delta to show.
• A campaign that was renamed during the period shows “Renamed during this period: no single prior row to compare against.” instead of guessing which prior row it used to be.

On the Meta Ads tab, ad-level deltas are opt-in: an Ad-level changes toggle appears once Compare is on, so expanding ads doesn’t trigger an extra comparison fetch unless you ask for it. Campaign and ad set rows always carry deltas while comparing.

Metric definitions

For exact definitions of ROAS, MER, CTR, CPC, CPA, and the other metrics shown on this page, see the metrics glossary.

Need help?

Email support@kreel.ai.