Google Ads + Go Fig

Marketing

Connect Google Ads to Go Fig for complete advertising spend visibility and ROI analysis.

Google Ads is typically the largest paid-acquisition line in a mid-market marketing budget, and it is also the channel finance has the hardest time auditing. Google Ads reporting answers in-channel questions well but hides true return behind Google's attribution defaults, last-click by default, data-driven on some accounts, view-through rolled into conversion counts. Go Fig connects via the Google Ads API v16, lands campaign, ad group, keyword, ad, and audience-level spend and performance in your Financial Intelligence Graph, and joins it to booked revenue from Stripe, Shopify, NetSuite, QuickBooks, or your CRM. Celeste and your AI financial analysts can then produce true ROAS across attribution models (last click, linear, time decay, position based), reconcile Google-reported conversions to realized revenue, and surface keyword-level and match-type-level CAC for the CFO's paid-media review. Multi-account manager (MCC) hierarchies are supported natively so agency-managed accounts connect in a single flow.

Connect Google Ads See All Integrations

Key facts

API: Google Ads API v16
Grain: Campaign, ad group, keyword, ad, audience
Attribution models: Last click, linear, time decay, position based, data driven
Sync cadence: Hourly spend, daily conversion refresh
Multi-account: MCC hierarchies supported

SOC 2 Type II · All integrations

What you can do with Google Ads data in Go Fig

True ROAS across attribution models

Compare Google-reported conversions against actual revenue booked in your accounting system and see ROAS under last-click, linear, and data-driven attribution side by side.

Keyword and match-type CAC

Break customer acquisition cost down to the keyword and match-type level so the paid-media team and finance can jointly decide where to cut and where to scale.

Budget versus actual spend governance

Track daily Google Ads spend against your marketing budget in real time with variance alerts, and reconcile monthly spend to the Google Ads invoice automatically.

Data available from Google Ads

Go Fig extracts and normalizes the following data from your Google Ads account:

Campaigns

Ad groups

Keywords and search terms

Ads (text, responsive, shopping, video)

Cost, impressions, clicks

Conversions and conversion value

Quality scores

Audience segments

Geographic breakdown

Device breakdown

Assets and extensions

GCLID (click ID) for deterministic attribution

How to connect Google Ads

Authorize via Google OAuth

Click Connect Google Ads in Go Fig to launch the OAuth flow. Sign in with a Google account that has access to the Google Ads manager (MCC) or individual accounts you want to sync. Read-only scopes are requested, Go Fig never modifies campaigns, bids, or budgets.

Select customer IDs to sync

MCC accounts expose every child account ID you manage. Pick which customer IDs should flow into the Financial Intelligence Graph, typically all brands for a holding company, or just the in-house accounts for an agency-on-brand-side configuration. Spend rolls up by customer ID so multi-brand reporting is clean.

Choose attribution models and conversion windows

Google Ads defaults vary by account (some last click, some data driven). Go Fig pulls your configured attribution on every report plus the raw conversion data, which allows Celeste to regenerate ROAS under any attribution model without reconfiguring Google Ads. Lookback windows (30 / 60 / 90 days) are set per conversion action.

Join to revenue for closed-loop ROAS

If Stripe, Shopify, NetSuite, QuickBooks, or your CRM is connected, Go Fig joins GCLID captured at click time to the order or deal record. Where GCLID is unavailable, UTM-on-campaign fallback is used. The ROAS starter dashboard populates on first sync with deterministic and modeled attribution clearly separated.

Authentication: OAuth 2.0 with a Google Ads developer token approved for Go Fig. Scopes requested are adwords (read-only). For MCC structures, authorize the top-level manager account once and Go Fig enumerates all child accounts you have access to.

Common Questions About Google Ads Integration

How does Go Fig handle Google's attribution model changes?

Google has been migrating accounts to data-driven attribution by default, which can shift reported ROAS by 15 to 30 percent relative to last-click. Go Fig stores raw conversion data plus Google's current attributed conversion counts, so Celeste can regenerate ROAS under last click, linear, time decay, position based, and data driven at any time. Finance can present results under multiple models in the same board pack.

Does Go Fig pull keyword-level and search-term-level data?

Yes. Keywords, match types, and the actual search terms that triggered ads are all ingested. This is the grain that supports the CAC-by-query analysis finance teams typically cannot get from the Google Ads UI without repeated manual exports. Negative keyword coverage is also captured so paid-media governance is auditable.

How is Google Ads spend reconciled to the Google invoice?

Google bills on a monthly threshold or fixed monthly cycle depending on account setup. Go Fig rolls up daily cost_micros to invoice-period totals and reconciles to the billed amount within rounding, typically less than 0.5 percent variance. Credits, promotions, and invalid-click refunds reconcile on a lag of up to 60 days and are captured automatically.

Can Go Fig attribute Google Ads spend to actual CRM revenue?

Yes, via GCLID. When GCLID is captured at click and stored on the lead, contact, or order record, Go Fig joins it deterministically to spend. For B2B long-sales-cycle accounts, that means a deal that closes six months after the ad click can still be attributed to the original campaign. Fallback to UTM-on-campaign is used where GCLID is missing.

Does Go Fig support Performance Max and Demand Gen campaigns?

Yes. Performance Max and Demand Gen report at a coarser grain than search campaigns (asset group rather than keyword), and Go Fig ingests whatever grain Google exposes for each campaign type. Asset-level performance for Performance Max is captured so creative-level contribution to conversions can be analyzed alongside revenue.