Which campaigns are spending without returning it?

Meta, Google and TikTok sit in one table. Start at the channel, then click down through campaign and ad set to the ad that’s dragging your CPA, with each platform’s spend paced against the month’s plan.

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Northlight’s Paid Ads table, last 30 days against the previous period, campaigns grouped under Meta Ads (€18,523 spend), Google Ads (€11,315 spend), TikTok Ads (€5,463 spend), each with its audience, then spend, CPM and CTR under the delivery band, then conversions, conversion value, ROAS and CPA under the band marked “PLATFORM-REPORTED · do not add”: each platform’s own results, never added up. — Every campaign in one table, each platform’s results labelled as its own. Demo data: Northlight, a fictional brand.

Channel, campaign, ad set, ad: one table

Pick a level and a platform, then click any row to go one level down, with a breadcrumb back up. Delivery columns (spend, impressions, reach, frequency, CPM, CPC, CTR) sit in one band; each platform’s own conversions, conversion value, ROAS and CPA sit in the next. Google and TikTok don’t report reach or frequency at these levels, so those cells say “not reported” instead of zero. Rows group under their platform, totals add up delivery, and reported conversions stay per platform because the platforms can count the same order. Google Performance Max asset groups get their own rows, and TikTok GMV Max spend sits apart from click-based campaigns. “Needs attention” sorts the rows the findings flagged to the top.

Tick up to five rows and a chart above the table plots them day by day, so you can see whether the new campaign took the old one’s spend.

Northlight’s Paid Ads table drilled down to ad level, last 30 days: the breadcrumb (All channels Meta Prospecting | Broad | Purchase Broad | Nordics + UK) above the ad set’s 5 ads (Routine 3 Steps | video | ritual | v1 Meta, Ingredient Story | video | cream | v1 Meta, Aurora Serum Hero | static | serum | v3 Meta, …) with their spend and Meta’s own results. — One level down, with the breadcrumb back up. Demo data: Northlight, a fictional brand.

A short loop on Northlight’s Paid Ads table, last 30 days: three campaigns ticked one by one (Prospecting | Broad | Purchase · Meta, Prospecting | Lookalike | Purchasers 3% · Meta, Retargeting | 30d engagers · Meta), each drawing its daily conversion value as a line in the chart above the table. — Tick up to five rows to plot them against each other. Demo data: Northlight, a fictional brand.

Budget pacing against the monthly plan

Each platform gets its month-to-date spend against its line in your budget plan, the month-end projected from the last seven days, and the daily change that brings it back to plan, for example “lower the daily run-rate by €183 to €459/day” for Meta. Campaigns and ad sets show their recent spend against their own daily budget, flagged when they run under 70% or over 100% of it. A platform that’s off pace shows up as a finding, and a scheduled pacing job can send it to Slack or email each day.

Kreel advises; it never changes a budget.

The budget pacing card on Northlight’s Paid Ads page (September to date through 2026-09-16 · Linear from trailing 7-day average · off pace beyond ±10%): Meta Ads over pace, Google Ads on pace, TikTok Ads on pace, each with its month-to-date spend, plan, projected month end and days left, and under Meta the advisory “lower the daily run-rate by €183 to €459/day to land on plan”. — Each platform’s spend paced against its line in the plan. Demo data: Northlight, a fictional brand.

Where the spend went

A card per platform shows active campaigns, spend, conversion value, ROAS, CTR, CPC and conversions against the previous period, next to how spend splits across platforms and twelve weeks of store revenue against ad spend. Campaigns carry an audience temperature (cold, warm or retargeting) read from the campaign name on Meta and TikTok; you can override it, and a name that matches nothing stays “Unclassified” instead of defaulting to cold.

Northlight’s spend allocation, last 30 days: a donut of ad spend by platform, Meta Ads €18,523, Google Ads €11,314, TikTok Ads €5,463. — How spend splits across the platforms. Demo data: Northlight, a fictional brand.

Northlight’s Meta campaigns with their audience badges (Cold · auto, Retargeting · auto, Warm · auto, Cold, Unclassified), and the override menu open on the first campaign (Cold, Warm, Retargeting). — Audience temperature per campaign, with the override open. Demo data: Northlight, a fictional brand.

The search-term review, done in your AI

Your AI can read Google detail that has no dashboard page: search terms, keywords with match type and quality score, responsive search ad strength, Performance Max asset groups, Shopping products, and the impression share lost to budget or rank. Ask it which search terms should become negatives, or run the Google Ads account audit. Search-term and keyword detail covers the last 30 days.

A mock Claude conversation: it reads the last 30 days of Google search terms for the Generic | Search | Skincare campaign and lists four terms that spent without converting as negative-keyword candidates. — A search-term review in your own Claude. Demo data: Northlight, a fictional brand.

Also on this page

Several ad accounts, one brand.: Narrow any page to one account, or save groups such as “EU” and “US” across Meta, Google and TikTok. Amounts are converted into the brand’s currency at each day’s rate.

Ask it in your own AI

Ready-made prompts and the question each answers
Prompt	The question it answers
Daily pulse	How did yesterday go across every channel? Anything off in spend, delivery or learning?
Google Ads account audit	What’s wrong with the structure of our Google Ads account?
TikTok Ads account audit	Which TikTok ad groups use different attribution windows, and how much spend is GMV Max?
Scaling candidates	Which campaigns and ads are ready to scale?
Budget reallocation	Where should next week’s budget move?

Every prompt runs in your Claude or ChatGPT. Kreel never writes to your ad accounts.

What it needs

Meta Ads, Google Ads or TikTok Ads, any one or more. Each platform’s buttons and rows appear once it’s connected.
Shopify for MER and the store revenue against ad spend chart.
A budget plan with a spend line per platform for pacing.

Questions about Kreel, answered plainly

All questions

Can Kreel pause campaigns or change budgets?

No. Kreel reads Meta, Google and TikTok and never writes to them. Pacing tells you the daily change that would land on plan; making it is up to you.

Why are platform numbers shown side by side instead of added up?

Each platform reports conversions under its own attribution, and several can claim the same order. Kreel labels each platform’s figure as that platform’s and shows it next to what the store recorded, and the Paid ads table only totals what does add up, such as spend and clicks. MER (store revenue over total ad spend) is the whole-business ratio.

Are placement and demographic breakdowns included?

No. Kreel reports at channel, campaign, ad set and ad level.

Which ad platforms are supported?

Meta, Google Ads and TikTok Ads.

How far back does the history go?

Your full Shopify order history, up to two years for Meta, Google Ads, TikTok and GA4, and up to 365 days for Klaviyo. Google search-term and keyword detail covers the last 30 days, email deliverability the last 56 days, and Klaviyo list sizes start the day Kreel first records them, because Klaviyo doesn’t keep list history. The most recent 30 days arrive first and older history fills in behind them.

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