Facebook, Google and TikTok Ads in one report: how to compare results

Ads reporting18 October 20262 min read

Why platform numbers do not add up

Each ad platform reports its own conversions, using its own rules about how long after a click or view a sale still counts. When one customer sees ads on three platforms, each platform may claim the sale. Add the totals together and you can end up with more revenue than your business actually made.

Step 1: compare what is truly comparable

Spend, impressions, clicks, CTR and CPC are measured in much the same way everywhere. Put these side by side without worry. Treat platform-reported conversions and ROAS as each platform's own view.

Step 2: use one source of truth for results

• For an online store, use your orders from Shopify, Etsy or Amazon as the count of real sales.
• For leads, use your CRM, such as HubSpot or Salesforce, or your Google Analytics 4 key events.
• Tag every ad link with UTM parameters so each sale or lead can be traced back to its channel.

Step 3: use blended numbers

• Blended cost per acquisition: total ad spend ÷ total orders or leads.
• Blended return: total revenue ÷ total ad spend, sometimes called marketing efficiency ratio.
• Channel view: spend and tracked results for each channel, shown next to the blended total.

Step 4: line up the details

• Use the same date range and time zone for every platform.
• Use the same currency, or convert it.
• Name campaigns in a consistent way, for example channel, goal and product, so you can group them.

A simple layout

1. Blended scorecards at the top: total spend, total results, blended cost per result and blended return.
2. A channel table with spend, clicks, CPC and tracked results.
3. A trend chart of spend and results by day or week.
4. A campaign table to find what to scale and what to stop.

We bring ad platforms and store data together every day. See our dashboard services or tell us which platforms you run.

← All guidesDashboard servicesDashboard templates