Ad performance
Ad performance
Ad Performance Daily holds what your ads cost and did, one row per ad per day, pulled every night from Meta Ads and Google Ads. Open it at /app/ad-performance-daily.
What a row holds
| Field | Meaning |
|---|---|
| Platform | Meta or Google Ads |
| Date | The day the numbers are for |
| Account Id | The ad account |
| Row Level | ad, adset or campaign: how detailed the row is |
| Campaign ID / Name, Ad Set ID / Name, Ad ID / Name | Which ad the row is about |
| UTM Campaign | The campaign tag Mocca read from the campaign name, so ad spend can be lined up with website touches |
| Currency, Spend | What the ad cost that day |
| Impressions, Clicks, Conversions | As reported by the platform |
Recent days change for a while after the fact: Mocca re-reads the last 30 days from Meta and the last 7 from Google every night and updates the rows.
Matching ads to visits
Put the campaign’s UTM tag in its name, written as utm:<tag>, [utm:<tag>] or utm_campaign=<tag> anywhere in the name (for example Spring sale [utm:spring-sale]), and use the same tag in the ad’s link. Mocca reads the tag from the name, lowercased; a name without one leaves UTM Campaign empty. Then UTM Campaign on Ad Performance Daily and Utm Campaign on Attribution Touch hold the same value, and you can put spend next to visits and buyers for each campaign.
What you can answer
- What did we spend per campaign last month? Report view, filter Date, group by Campaign Name, sum Spend.
- Cost per click per platform: sum Spend and Clicks grouped by Platform.
- Spend against buyers: compare spend per UTM Campaign with the number of Contacts whose first or last touch campaign is the same tag. Insights can chart both; see Reports.