Money and marketing results
Follow the money from ad spend to paying customers.
Google Ads spend, the bookings and revenue linked to it, how people find you on Google, and who comes back, from the tools you already use. Every cost carries its denominator, and every link states the rule behind it.
The figures below are for Willow Street Grooming, a made-up pet groomer: synthetic, not a customer result.
The whole path
From a search or an ad to a paid appointment and a return.
Search Console and GA4 online, each rate inside one system; the bookings that carried a Google click; then paid appointments and returning customers from your sales.
Willow Street Grooming: the whole path
A made-up pet groomer · synthetic figures
Last 28 days
Online, from Google search
Search Console
Seen in Google search
21.6K
Times your site appeared in Google results.
- Search Console2.0% clicked
Search Console
Clicked through
432
Clicks from Google results to your site.
- Tracking match0.92 visits per click
GA4
Arrived from Google
398
Visits whose source is Google search.
- GA423.1 per 100 visits
GA4
Took a key action
92
Clicks on Book or Call. Not a booking.
44 bookings from a Google click
18 from Google Ads26 from Google search
In the shop, from your sales
Sales export
Paid appointments
236
Completed, paid appointments from every channel: 48 new, 188 returning.
- SalesSame customers
Sales export
Came back
41%
Identified customers who paid again within 90 days.
27 of 71 online bookings carried no source and are counted as neither. The 90-day return rate has its own window; everything else is the last 28 days.
Paid media to paying customers
Two costs, each with its denominator.
Cost per Ads-linked booking and cost per linked new paying customer answer different questions, so both are shown, over the same 28 days.
Paid media to paying customers
Willow Street Grooming · A made-up pet groomer · synthetic figures
Last 28 days
Are my ads bringing paying customers?
Each Ads-linked booking cost about $70; each new paying customer about $105.
- Synthetic example
- Linked revenue, not proof of lift
- 27 online bookings have no source
Google Ads
$1,260
Ad spend
Booked from an Ads click
18
Ads-linked bookings
First paid appointment
12
New paying customers
From those bookings
$1,520
Linked revenue
$70 per Ads-linked booking$1,260 ÷ 18 bookings
$105 per linked new paying customer$1,260 ÷ 12 new paying customers
Week by week, spend and linked revenue rose together.
Ad spendLinked revenueAds-linked bookings
Missing sources change this view
44 of 71 online bookings carry a source27 unknown
Some of the 27 may have come from an ad, so the real cost per booking could be lower. Unknown stays unknown until the trail is repaired.
Meta Ads (Facebook and Instagram) is not in this view.Planned
Recommended this week
Repair the booking trail.
27 bookings say nothing about where they came from. Fix that before judging the ads.
How actions workHow this is calculated
- Ad spend. Google Ads spend for the 28 days, as Google reports it (read-only): $300 + $310 + $320 + $330 = $1,260.
- Ads-linked booking. An online booking that carried a Google Ads click, under the stated rule: the last eligible click within 30 days. 4 + 4 + 5 + 5 = 18.
- New paying customer. 16 of the 18 bookings were completed and paid (2 were a no-show or cancelled). 12 of those 16 were a customer's first paid appointment; 4 were returning customers.
- Costs. $1,260 ÷ 18 Ads-linked bookings = $70. $1,260 ÷ 12 linked new paying customers = $105.
- Linked revenue. Net service revenue from those 16 paid appointments: $330 + $360 + $400 + $430 = $1,520, of the shop's $20,160. It is not profit, and it is not extra sales caused by the ads: that needs a fair comparison, such as weeks with the ads paused.
| Week | Ad spend | Ads-linked bookings | Linked revenue |
|---|---|---|---|
| Week 1 | $300 | 4 | $330 |
| Week 2 | $310 | 4 | $360 |
| Week 3 | $320 | 5 | $400 |
| Week 4 | $330 | 5 | $430 |
| 28 days | $1,260 | 18 | $1,520 |
Revenue, explained
What changed in the business, in plain sentences.
From the sales export: one verdict against the 28 days before, new and returning customers, and the groups worth a closer look.
Net service revenue · last 28 days
$20,160
6% vs the prior 28 days ($18,940)
New customers drove most of the change.
Last 28 daysThe 28 days before
- New customers48 paid appointments · Previously $3,300 / 38
- $4,180
- Returning customers188 paid appointments · Previously $15,640 / 184
- $15,980
23 regulars overdue
Usually every 6 weeks, not in for 10, nothing booked. A specific group to invite back.
$440 at usual prices
Estimated value of 3 no-shows and 2 late cancellations. An estimate, not a loss on the books.
Tuesday is quieter
Fewest appointments among days with any, over 12 weeks. A clue to look at alongside opening hours and groomer schedules.
Illustrative example Willow Street Grooming is made up. A split of a change is arithmetic over the known parts, not a cause.
Find the missing connection
Where did these bookings come from?
27 of 71
Online bookings have no resolved marketing source in this made-up example.
44 linked27 unknown
Unknown does not mean lost. These appointments happened; the marketing trail is missing. OwnerCue turns the gap into a specific task (check the booking page keeps the link's tracking tags) and unknown stays unknown until the trail is repaired.
What these figures can and cannot say
Linked revenue is revenue from bookings that carried an ad click under a stated rule. It is not profit, and it is not extra sales caused by the ads.
The linking rule. A booking is linked to Google Ads or Google search when it carried that click: the last eligible click within 30 days. Bookings without one are counted as neither, and say so.
Rates stay inside one system. Clicks per impression come from Search Console; key actions per visit from GA4. The match between the two is tracking coverage, not conversion, and a click on Book is never divided by bookings.
Periods are stated. Spend, bookings and revenue compare the last 28 days with the 28 days before. The return rate uses a 90-day window and is labelled with it.
Sources today. Google Ads: Available, read-only reporting Meta Ads: Planned Square: Available, read-only Sales or booking export: Available, file import
Sales lift is not measured. OwnerCue says whether your data could support a fair comparison, such as weeks with the ads paused, and does not claim lift without one.
See it with your own numbers.
Request access and we will say plainly which of your tools OwnerCue can read today.