How to see your Google Ads cost per buyer
Google Ads cost per buyer divides spend by the people who paid, not by the conversions Google counts. How MIRA FIVE joins spend to visits and shows ROAS.
UTM parameters
UTM parameters are tags added to a link, such as utm_source and utm_campaign, that tell analytics where a visit came from.
UTM parameters are query-string tags on a URL. There are five standard ones: utm_source (the site or sender, such as newsletter or google), utm_medium (the kind of traffic, such as email or cpc), utm_campaign (the campaign name), utm_term (the keyword) and utm_content (the link or ad variant). A tagged link looks like https://shop.example/sale?utm_source=newsletter&utm_medium=email&utm_campaign=autumn_sale.
They matter most where the referrer is missing or unhelpful: email clients, apps, PDFs and paid ads. Consistent naming matters more than completeness. Use lowercase, one spelling per campaign, and the same names across platforms.
In MIRA FIVE
UTM parameters are recognised on every visit. Together with the referrer and any ad click ID, they decide the visit’s channel, and utm_campaign becomes the campaign inside that channel in Acquisition. With the Google Ads connection, campaigns are joined to visits by utm_campaign or gclid, and a diagnosis points out campaigns that are untagged.
Example
The Acme Shop’s campaign autumn_sale is new in the last 30 days and brought 10 buyers.