An ad performance dashboard is a centralized tool that visualizes key metrics from your advertising campaigns, all in a single, easy-to-understand view or interface.

These dashboards show you exactly how your campaigns are performing, making it easy to identify what’s effective and what isn’t. This ensures all your efforts align with your primary business objectives.

doola’s new Ad Metrics feature offers this and more. Discover what insights you can gain about your campaigns with this feature.

Why Founders Struggle With Ad Tracking

Ad tracking gets messy because your performance data (impressions, clicks, add-to-carts, purchases, revenue, and attribution paths), is fragmented. It’s split across platforms, inconsistent, and doesn’t give you the clarity you need to make fast, confident decisions.

Let’s break down what actually makes this process so tedious.

1. No Single Source of Truth

Platforms like Meta Ads Manager, Google Analytics, and Shopify all report performance, but they each do it their own way. Different attribution models. Different time windows. Different definitions of what counts as a conversion.

So, this is what you end up with:

• Meta says a campaign got 30 conversions.

• Google Analytics says 10.

• Shopify shows 25 orders, but doesn’t tie them back to any ad.

• And another tool shows revenue, but gives no clue where it came from.

That’s where the confusion starts.

You’re stuck comparing numbers that don’t match. You’re not sure what’s accurate or which platform to trust. You can’t tell which campaigns are actually working, or where to increase spend.

And that’s the problem.�

None of these dashboards give you a complete picture. So you’re left piecing together guesses instead of making data-backed decisions.

2. iOS and Privacy Changes Broke Attribution

You are going to relate to this reason very well.

After Apple’s iOS 14 update, tracking user behavior through pixels became unreliable. Users can now opt out of tracking, which means platforms like Meta and TikTok can no longer consistently track conversions or report accurate data.�

As a result, you lose visibility into key actions like add-to-cart, purchase, or sign-up, especially if the user takes action outside the app or after a delay.�

To fix this, social media and sales platforms introduced server-side tracking solutions like Meta’s Conversions API (CAPI), which send events directly from your server instead of relying on browser cookies.�

But setting that up requires technical knowledge, custom implementation, and often a developer.

For most early-stage founders, that setup either gets deprioritized or done halfway, thus, leading to incomplete attribution and unreliable ad performance data.

3. ROAS Is Misleading

While Return on Ad Spend (ROAS) is a common marketing KPI, it’s a poor standalone profitability metric.�

ROAS only considers revenue, ignoring crucial costs like product returns, shipping, payment processing fees, and full customer acquisition costs across channels. It also fails to account for customer Lifetime Value (LTV).

Relying solely on ROAS can lead founders to misallocate resources to campaigns that appear successful but offer little true profit, or even losses.�

A holistic approach with broader financial metrics and LTV is essential for understanding marketing performance.

4. Limited Visibility Across the Full Funnel

You might see someone click your ad, but then what? Did they buy anything? What product? Did they return it? Did they come back for more?

Most ad platforms stop tracking once a “conversion” happens on your site (like a purchase). This leaves a huge gap.

Without seeing what happens after that, like repeat orders, customer lifetime value, refunds, or even your actual profit margins, you’re making big decisions with missing, and potentially misleading, info.

Basically, you can’t truly know your return on ad spend (ROAS) if you don’t know your net revenue after returns and future purchases, let alone the actual profit from those sales.

5. Time Constraints

When you’re running a lean team, or doing everything yourself,  ad tracking naturally takes a backseat.

You’re not spending hours analyzing UTMs, testing attribution windows, or reviewing funnel drop-offs daily. There just isn’t time. Your focus is solely on shipping products, serving customers, and keeping the business moving.

That’s why tracking often gets deprioritized.�

Plus, without dedicated time to monitor what’s working (and what’s not), you likely end up making gut calls instead of data-backed decisions. And that’s where serious money gets left on the table, or worse, wasted.

6. Attribution Tools Are Either Too Simple or Too Complex

Most attribution tools/solutions fall at one of two extremes. Basic tools provide superficial data like clicks or conversions without linking them to revenue.�

Advanced solutions, such as server-side tracking, multi-touch attribution platforms, or custom analytics, demand extensive integrations, developer support, and continuous upkeep.

This leaves founders in a difficult position, needing deeper insights but lacking the team or technical resources to implement and manage such systems effectively.

Fragmented Ad Tracking Can Kill Investor Confidence Fragmented ad tracking hampers discussions with investors and strategic growth. Without a single, unified view of your ad performance, it’s tough to show a clear ROI or scale your marketing efforts effectively. This often leads to skepticism from investors and makes securing funding more challenging.� In addition, when you lack unified data, accurate growth planning becomes impossible. You end up wasting resources on ineffective ads and missing out on valuable opportunities. It also skews crucial metrics like Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLTV), which are vital for sustainable growth, pushing you into a reactive marketing approach that ultimately slows down your expansion. Get clarity on your ad spend before you burn another dollar or pitch with broken metrics!

What’s New With doola Ad Metrics

Founders already count on doola for core business functions, from getting started and banking to staying compliant and filing taxes. These have been areas where we consistently deliver.

However, through direct conversations, we discovered a major pain point:

The moment founders start running ads on platforms like Meta, Google, and TikTok, their ability to track performance breaks down.�

They see conflicting numbers. Shopify says one thing, Meta another, and Stripe data remains isolated. Ultimately, their P&L statements just don’t match what their ad dashboards show.

This led to a consistent complaint: “We can’t properly track our ads, and we don’t know where our revenue is truly coming from.”

Some founders even confessed, “I’m spending more than I can justify, and I can’t even prove growth to myself, let alone to an investor.”

It was obvious: bad ad tracking wasn’t just a small marketing problem; it was seriously hurting business confidence.

That’s why we created doola Ad Metrics, a new feature within the doola analytics suite.

Our customers already rely on us for their bookkeeping and incorporation needs, so it was a natural step in to bring their growth engine, their ad spending, into that same trusted system.�

No more juggling dashboards or struggling with complicated tools. doola Ad Metrics now gives founders clear, consistent ad performance data right within the doola analytics suite, where you already handle your business reporting.

Ultimately, business decisions are better when crucial insights are all in one place, instead of spread across different platforms and tools.

Why Consolidated Ad Tracking Is a Game-Changer Most e-commerce founders juggle ads across multiple platforms, turning performance tracking into a chaotic mess. This fragmentation often leads to: 🚩 Missed optimization opportunities 🚩 Inefficient budget allocation 🚩 Wasted time jumping between dashboards doola Ad Metrics cuts through the chaos, simplifying and centralizing your ad performance tracking. By combining ad data with your e-commerce orders, inventory, and bookkeeping, doola empowers you to view and analyze all your key business metrics in one unified ad performance dashboard.

Here’s what you’ll get with doola Ad Metrics Dashboard feature:

• Unified Dashboard: All ad data (Meta, Google, TikTok) in one view. Analyze by campaign, platform, or holistically. Track daily or custom date ranges.

• Real-Time Metrics: Track Total Clicks, Impressions, Spend, Budget, and Daily Spend Trends. Key metrics like Return on Ad Spend (ROAS), Spend vs. Budget, Cost Per Click (CPC), and Click Through Rate (CTR) provide immediate and relevant context.

• Actionable Insights: Visualize trends across platforms to spot top-performing and underperforming campaigns. Adjust strategy in real-time to optimize ad spend.

• Easy Integration: Connect Google, Meta, and TikTok ad accounts in minutes.

Who Should Use doola Ad Metrics?(And How It Actually Helps)

This feature is made for business owners, e-commerce founders, solo operators, and lean teams who don’t have time to decode five dashboards or guess which ad actually worked.

Whether you wear the marketing hat, the finance hat, or all 12 at once, this feature gives you analytics clarity without the complexity, so you can focus on making critical business decisions, not reconciling reports.

Here’s who it’s for and how it helps:

👩🏼‍💻 E-commerce Founders

Get a single, clear view of ad performance across Meta, Google, and TikTok. Understand which campaigns are driving sales and profit, not just clicks, without juggling multiple dashboards.

Make faster, data-backed decisions to optimize your ad spend and scale your e-commerce store more efficiently.

👩🏼‍💻 Digital Marketers

Centralize your reporting and eliminate manual data consolidation. Quickly identify top-performing channels and campaigns, optimize bids, and demonstrate ROI to stakeholders with accurate, real-time metrics.�

👩🏼‍💻 Startup Operators

Gain essential clarity on your customer acquisition costs and ad effectiveness. Ensure marketing efforts align with overall business goals and investor expectations.

Track how ad spend translates into growth, making it easier to manage budgets and prove traction.

👩🏼‍💻 Online Business Owners

Simplify your ad tracking, regardless of your technical expertise. See exactly where your ad dollars are going and what they’re generating, empowering you to make smarter marketing choices that directly impact your bottom line.

Reduce wasted spend and grow your online presence with confidence.

Which Ad Platforms Can You Connect?

With the ad tracking feature in doola, you can connect the following platforms:

Google Ads

Once connected, you’ll be able to track how much you’ve spent, how many people saw your ads (impressions), clicked (clicks), and what you paid per click (CPC).

You’ll also see your total sales and Return on Ad Spend (ROAS), so you know if your campaigns are actually making you money, not just traffic.

Meta Ads (Facebook & Instagram)

Connecting Meta Ads gives you visibility into performance across Facebook and Instagram campaigns. You’ll see how your budget is being used, which campaigns are driving clicks, conversions, and sales, and how they impact your bottom line, all in the same dashboard.

TikTok Ads

With TikTok connected, you’ll get metrics like impressions, clicks, click-through rate (CTR), spend, and ROAS. This helps you understand which TikTok campaigns are driving real results, especially important if you’re selling to a younger, mobile-first audience.

The Key Metrics You Can Now Track in One Place

The key metrics you can now track in one place inside doola’s Ad Tracking feature are:

• Total Ad Spend:See exactly how much you’re spending across Google, Meta, and TikTok, broken down by campaign.

• Total Sales:Track how much revenue your ads are generating, not just traffic.

• Return on Ad Spend (ROAS):Measure how efficiently your ad dollars are turning into revenue, all in real time.

• Impressions:View how many times your ads were shown across all platforms.

• Clicks:See how many people actually clicked on your ads.

• Cost Per Click (CPC):Understand how much you’re paying per click across campaigns.

• Click-Through Rate (CTR):Gauge how effective your ads are at driving action.

• Campaign-Level Breakdown:Drill into each campaign to compare performance by platform, spend, and outcome, in one clean/unified view.

Having all these insights in one place means your key ad performance data is centralized and you can finally: 🎯 See your actual spend alongside real sales, instantly knowing if a campaign is truly profitable, not just generating clicks. Move beyond surface-level metrics like ROAS. You’ll understand which platform is genuinely driving revenue, cutting through the noise of vanity metrics. 🎯 Spot wasted ad spend faster. If Google delivers impressions but no sales, you’ll know to reallocate your budget immediately, long before you see it impacting your bank statement. 🎯 Prioritize campaigns that directly support your business goals, whether that’s boosting cash flow, acquiring new customers, or increasing customer lifetime value.

Getting Started: How to Set Up Ad Metrics in Your Dashboard

Let’s get you started!

Step 1: Go to Your Dashboard

Log into your doola account and head to the left-hand menu where you’ll see a section labeled “Ad Platforms” under Analytics.

Step 2: Choose the Platforms You Use

You’ll see integration options for Google Ads, Meta Ads (Facebook/Instagram), and TikTok Ads. Click on the platforms you run ads on and hit “Connect.”

Step 3: Authorize Access

Each platform will ask for permissions. This is safe and only used to pull your campaign performance data. Follow the prompts to give doola read-only access.

Step 4: Wait a Few Minutes

doola will sync your data in the background. You’ll start seeing metrics like total impressions, clicks, spend, CTR, ROAS, and more, automatically pulled from each ad platform.

Step 5: Start Tracking

Once connected, your campaigns will appear right inside the Ad Metrics dashboard.

You’ll see a unified view across platforms, complete with visual breakdowns of ad performance, click-through rate, and budget tracking.

👉🏼 Bonus: Export & Share: You can export these reports or share them with your investors or advisors, no extra setup needed.

Try doola Ad Metrics Today

Most founders keep an eye on ad spend,  but they can’t tell which campaigns are actually driving sales. That disconnect leads to wasted budget, slow decisions, and stalled growth.

That’s why we built doola Ad Metrics.

It gives you campaign-level data from Google, Meta, and TikTok in one place,  showing spend, sales, and ROAS tied directly to your real revenue.

Instead of switching between platforms and guessing what’s working, you can now:

• Compare performance across platforms

• Spot underperforming campaigns instantly

• See which campaigns are driving revenue, not just clicks

• Reallocate budget faster, based on actual results

If you’re running paid ads, this gives you the one thing most dashboards don’t: clarity on which campaigns are worth scaling, and which ones need to stop.

The sooner you centralize your ad data, the sooner you stop wasting ad dollars.

Ready to see doola’s Ad Metrics in action? Discover how it empowers you to make smarter, data-backed decisions.�

Book a demo now!

FAQs

Do I need to be tech-savvy to use this?

Nope. It’s plug-and-play. Connect your ad accounts in a few clicks, no setup headaches.

Will this work if I only use one ad platform?

Yes. You can connect just Google, Meta, or TikTok, whatever you’re running.

What happens if I run ads through an agency?

You can still connect your ad accounts and view performance directly. No need to wait for agency reports.

Can I export reports or share with investors?

Yes. You can export campaign-level data to share clean, investor-ready metrics.