Report on paid campaign performance

The first job is getting all of your paid results into one place, measured the same way. Kite reads campaign reports from each connected account. These include spend, impressions, clicks, and the conversions each platform recorded, broken down by campaign, ad group or ad set, and ad.

Each platform names things a little differently. Google Ads has ad groups, Meta has ad sets, and LinkedIn groups campaigns inside campaign groups. Kite lines them up so a campaign on one platform can be read next to a campaign on another. It also works out the figures you'd otherwise calculate by hand, such as cost per click, cost per conversion, and click-through rate.

The result is a single table you can read in a minute. For example, it might show that LinkedIn accounts for a third of your spend but only a tenth of your conversions, while one Google search campaign is producing signups at half the cost of everything else.

Kite checks the platforms' conversion counts against a source that doesn't belong to any ad platform. If you use Google Analytics, Kite reads the sessions, signups, and purchases it recorded from each paid source and campaign. If Kite hosts your website, it uses its own built-in analytics, which track form submissions, calls to action, and conversions on every page.

Putting the two side by side shows you where the platforms' claims and your website's records disagree. Say Meta reports 42 conversions and Google Ads reports 31 for the same week, but Google Analytics recorded 54 signups from paid traffic. The platforms together claim 73. Kite shows all three numbers, explains that the gap most likely comes from people who interacted with ads on both platforms, and uses your website's count when it calculates what each signup really cost you.

This is the step that answers the question most teams actually care about. Your ad platforms tell you what they did. Your analytics tells you what happened to your business.

When a number moves, Kite explains the change and separates the evidence from its interpretation. A report that says "cost per signup on Meta rose 30 percent because of ad fatigue" sounds confident, but it's a guess unless something in the data supports it. Kite writes the same finding in two parts: what it can see, and what it thinks the cause might be.

Here's what that looks like in practice. Kite might report that cost per signup on Meta rose 30 percent week over week. Spend stayed flat, but clicks fell on two ad sets whose ads have run for six weeks, and the people seeing them saw them more often than before. Kite then says that ad fatigue is a likely explanation, states its confidence, and suggests the check that would confirm it, such as testing fresh creative in one of the two ad sets.

Kite also brings in context that a spreadsheet can't see. If Kite hosts your website, it knows when a landing page changed and can line that date up with a drop in conversions. Its built-in ad research shows when a competitor started running new ads, which can explain why your cost per click went up in the same week. When nothing in the data explains a change, Kite says so plainly instead of filling the gap with a story.

Signups are not the same as customers, so Kite can follow your paid traffic past the first conversion. It reads which campaigns and landing pages sent people to your website, then looks at which of those visits ended in a purchase or a paid plan. That tells you whether the campaign with the cheapest signups is also the one that brings in paying customers. Often it isn't.

Kite treats this as a comparison, not as proof. It shows which campaigns line up with paying customers, explains how it matched the records, and notes when the match is too thin to rely on. That gives you a sound basis for deciding where the next dollar of ad spend should go.

Kite sends the finished report to Slack, so your team reads it in the same place they discuss what to do about it. A short report fits in one message: the headline numbers, the campaigns that moved, and what Kite recommends looking at next.

When the report needs more room, Kite publishes a findings page or a dashboard with charts, tables, and filters. A dashboard lives at a stable link and refreshes its data when you open it, so you can check paid performance in the middle of the week without waiting for the next report.

You can put the report on a schedule in your timezone. Each Monday, Kite reads the latest numbers, compares them with the week before, and posts the report to the channel you chose. If something in a report needs a closer look, reply in the thread and Kite picks up the conversation from there.