Ad spend import

Everything on this file comes from the billing side. Each platform reports the revenue it believes it produced, every platform counts conversions it can plausibly see, and adding those claims together routinely exceeds what the store actually took. What cannot be double counted is the money that left your account, which is why spend is the only advertising figure a statement should ever import.

One row per source per day is deliberate, not fussy. Marketing costs are recognised on the day they were spent, so a week of spend rolled into a single Monday row makes that Monday look catastrophic and the rest of the week look free. The day-level file is what lets a statement place each euro where it belongs.

nouz reads four columns: date and amount, which every row needs, and campaign and source, which can stay empty. Amounts are used exactly as written, excluding VAT and in your store's currency, so convert an invoice in another currency first. German Excel files with semicolons and comma decimals, German headers (Datum, Betrag, Kampagne, Quelle) and dates like 20.08.2026 all work as they are. Use the file for spend no connector fetches: influencers, affiliates, print, a platform nouz does not connect to. A connected Meta, Google or TikTok account fetches its own history on its first sync, so importing that spend as well would count it twice.

Once the rows are in, the ratio worth watching is blended MER, revenue over spend from your own books rather than a platform's.