Import Ad Spend
Signal Sparrow already knows your revenue from Stripe. To turn that into ROAS, CAC, and payback, it also needs to know your spend. Importing ad spend is what completes the money picture.
The easiest way: connect your ad accounts
When you connect an ad platform, Signal Sparrow can pull your spend automatically — kept up to date each day, broken down by campaign and ad. This is the recommended approach: set it once and your ROAS and CAC stay current on their own.
Spend can be imported from the major platforms you advertise on, such as Meta, Google, TikTok, Microsoft, and LinkedIn.
Connecting a platform as a destination sends conversions out. Connecting it for spend brings numbers in. They're separate switches — for full ROAS you'll usually want both.
What it unlocks
Once spend is flowing, these light up across your analytics:
- True ROAS — revenue vs spend, per channel.
- CAC — spend ÷ new paying customers.
- CAC payback — how many months to earn that cost back.
Without spend, you'll still see revenue and attribution — you just won't see the cost-based metrics until spend is added.
Keeping it accurate
Import spend from every channel you run ads on. If one channel's spend is missing, its ROAS and CAC will look better than reality — so completeness matters for trustworthy comparisons.