Multi-channel ROAS: Meta Ads + Google Ads + TikTok Ads → Kommo

Business task

A CMO or marketing director needs a single view of performance across all advertising channels — Meta Ads, Google Ads, and TikTok Ads — tied to actual sales in the Kommo CRM. You need to calculate ROAS, ROMI, and profit for each channel in one report to make strategic budget-reallocation decisions. The goal is to understand which channel delivers the best return per dollar spent.

Connections

This report requires four connections:

1. Meta Ads — connector meta-ads

   • Permissions: ads_read, read_insights
   • Status: active

2. Google Ads — connector google-ads

   • Permissions: google_ads_read
   • Status: active

3. TikTok Ads — connector tiktok-ads

   • Permissions: tiktok_ads_read
   • Status: active

4. Kommo CRM — connector kommo

   • Permissions: crm_read
   • Status: active

Matching scheme:

• Matching Presets: three separate presets are applied sequentially:
  1. Meta Ads + Kommo (UTM) — matched via utm_content / utm_campaign
  2. Google Ads + Kommo (GCLID) — matched via GCLID
  3. TikTok Ads + Kommo (UTM) — matched via utm_source=tiktok
• The results of the three matches are combined into a single report with a source field to distinguish channels

Critically important: all three ad connections and the CRM connection must be active. If even one ad channel is unavailable, the report will run with partial status — there will be no data for that channel. Check the status of all four connections in the Connections section before running the report.

Report settings

• Name: Multi-channel ROAS → Kommo
• Report type: multi-source attribution
• Matching Presets: Meta Ads + Kommo (UTM), Google Ads + Kommo (GCLID), TikTok Ads + Kommo (UTM)
• Data sources: all meta-ads, google-ads, tiktok-ads, and kommo connections
• Date range: last_90_days — a quarter's depth for a stable ROAS
• Attribution window: 30 days (click → lead) + 60 days (lead → deal)
• Attribution model: last-click (default) — the order is attributed to the last click
• Grouping: by source (source), campaign (campaign_name), and month (month)
• Sorting: by ROAS, descending
• Timezone: Europe/Moscow

Parameters

{
  "date_range": "last_90_days",
  "matching_presets": [
    "meta-ads-kommo-utm",
    "google-ads-kommo-gclid",
    "tiktok-ads-kommo-utm"
  ],
  "attribution_model": "last_click",
  "attribution_window": {
    "click_to_lead_days": 30,
    "lead_to_deal_days": 60
  },
  "group_by": ["source", "campaign_name", "month"],
  "sort": { "field": "roas", "direction": "desc" },
  "timezone": "Europe/Moscow",
  "limit": 3000
}

The last_click attribution model means that if a customer clicked a Meta Ads ad, then a Google Ads ad, and submitted a lead, the order is attributed to Google Ads. This is the standard model, but LightLead also supports others: first_click, linear, time_decay, position_based.

Grouping by month gives you month-over-month ROAS dynamics — you can see how channel performance changes over time.

Metrics

Universal cross-channel metrics, consistent across all channels:

Metric	Type	Description
spend	currency	Budget spent (sum across all ad channels)
impressions	number	Total impressions
clicks	number	Total clicks
cpc	currency	Average cost per click
leads	number	Number of leads in Kommo
deals_created	number	Deals created
deals_won	number	Deals won
revenue	currency	Revenue from won deals

Calculated metrics:

{
  "calculated_metrics": [
    {
      "name": "roas",
      "formula": "IF([spend] > 0, ROUND([revenue] / [spend] * 100, 1), 0)",
      "type": "percent",
      "description": "ROAS: return on ad spend"
    },
    {
      "name": "romi",
      "formula": "IF([spend] > 0, ROUND(([revenue] - [spend]) / [spend] * 100, 1), 0)",
      "type": "percent",
      "description": "ROMI: return on marketing investment"
    },
    {
      "name": "profit",
      "formula": "[revenue] - [spend]",
      "type": "money",
      "description": "Profit = Revenue minus Spend"
    },
    {
      "name": "cac",
      "formula": "IF([deals_won] > 0, [spend] / [deals_won], 0)",
      "type": "money",
      "description": "Customer acquisition cost"
    },
    {
      "name": "revenue_share",
      "formula": "IF([total_revenue] > 0, ROUND([revenue] / [total_revenue] * 100, 1), 0)",
      "type": "percent",
      "description": "Channel's share of total revenue"
    }
  ]
}

The revenue_share metric is critical for budget allocation: a channel can have a 500% ROAS but bring in only 5% of revenue — that's a niche channel that's hard to scale. A channel with a 150% ROAS but a 60% share is a core driver of the business.

Filters

{
  "logic": "AND",
  "conditions": [
    {
      "field": "spend",
      "operator": "GREATER_THAN",
      "value": 1000
    },
    {
      "field": "leads",
      "operator": "GREATER_THAN",
      "value": 10
    }
  ]
}

• spend > 1000 — excludes channels/campaigns with minimal budget
• leads > 10 — a minimum number of leads for statistically meaningful metrics

To isolate a single channel: source EQUAL "meta-ads", source EQUAL "google-ads", or source EQUAL "tiktok-ads".

Write mode

Mode: Replace

A multi-source attribution report with four sources and three matching presets is the most complex report type. Only a full rewrite guarantees data consistency. Alternative modes are not recommended.

Run time: this report can take longer than usual to run (5-15 minutes on the Solo plan) due to the large number of sources and volume of data. Plan your schedule accordingly.

Schedule

{
  "schedule": {
    "enabled": true,
    "interval": "daily",
    "time": "09:00",
    "timezone": "Europe/Moscow",
    "retry_on_failure": true,
    "max_retries": 3
  }
}

Daily at 9:00 AM. Given the long run time, interval: "hourly" is not recommended — it would create unnecessary load.

Expected result

After a successful run:

• Status: completed (all 4 sources available)
• Row count: channels (3) × campaigns × months (3) (typically 100-500 rows)
• A unified view: ROAS, ROMI, profit, CAC, and revenue share for each channel in a single table
• Comparison: Google Ads — 250% ROAS, 45% revenue share; Meta Ads — 180% ROAS, 35% share; TikTok — 120% ROAS, 20% share. It's clear that Google Ads is the most efficient channel, but TikTok is growing
• Strategic decisions: budget is reallocated toward channels with the highest ROAS and scaling potential; channels with ROAS < 100% are optimized or shut down
• Trends: grouping by month shows the trend — if a channel's ROAS is declining month over month, the causes need investigation

Screenshot

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