Closed-loop ads: measure what your campaigns earn, not just what they spend

Half of your numbers live in the ads dashboard and the other half in the CRM — and the two rarely speak. The dashboard tells you what the click cost; the CRM tells you who closed. Between those two truths sits the only question that matters: which campaign actually made money? This product round closes that circle: BaseOS joins your Meta and Google Ads spend with the deals your CRM recorded as won, and computes cost per lead and ROAS campaign by campaign.

Two truths that never talk

The ad platform measures attention: impressions, clicks, CTR, CPC. The CRM measures business: leads, opportunities, won revenue. When each tool reports on its own, budget decisions get made blind — or worse, with half the information dressed up as all of it.

The closed loop: spend ↔ revenue

Every day, spend from your Meta and Google Ads accounts is synced and joined to what the CRM already recorded: attributed leads, opportunities and won deals per campaign. The result is a per-campaign view of what it cost and what it brought:

• Cost per lead and ROAS per campaign, computed by the system from recorded data, not estimates.
• Conversations opened by click-to-message ads (the DMs a Instagram or WhatsApp campaign generates) count as part of the result.
• The attribution model can be read two ways: last touch (the campaign that brought the converter back) or first touch (the one that found them first). Each tells a different story, and it pays to read both.

Coverage first, ROAS second

Here is the rule that prevents the most budget mistakes: the join between spend and revenue is made with the utm_campaign tag on the ad's destination URL — or with the campaign id Meta itself records for lead forms and click-to-message ads. If a good share of your clicks travels untagged, the report says so before you quote a single ROAS figure: it shows your tagging coverage and names, one by one, the campaigns that spent money and are missing from the numbers entirely.