--- title: "Understand revenue mismatches between Google Ads and ServiceTitan" slug: "understand-revenue-mismatches-between-google-ads-and-servicetitan" updated: 2026-10-16T01:05:52Z published: 2026-10-16T01:05:52Z canonical: "help.servicetitan.com/understand-revenue-mismatches-between-google-ads-and-servicetitan" --- > ## Documentation Index > Fetch the complete documentation index at: https://help.servicetitan.com/llms.txt > Use this file to discover all available pages before exploring further. # Understand revenue mismatches between Google Ads and ServiceTitan ## Overview Mismatches between the conversion value (revenue) reported in Google Ads and the revenue shown in ServiceTitan reports for campaigns can occur. Learn about the potential causes and steps to address them. --- ### #### Who uses this feature - Marketing managers, business owners, and other marketers on your team - Primarily benefits Residential Service and Replacement business types and Commercial Service and Replacement business types - Applies to all trades #### Feature configuration - To get started with Marketing Pro Ads, request a demo on our [Pro Products page](https://www.servicetitan.com/features/pro), or reach out to your Customer Success Manager (CSM) or Pro Account Manager (PAM). ## Causes of revenue discrepancies Some common causes of revenue discrepancies between Google Ads and ServiceTitan include: - [Different time calculations](/roofing/docs/understand-revenue-mismatches-between-google-ads-and-servicetitan-1#different-time-calculations) - [Manual campaign changes](/roofing/docs/understand-revenue-mismatches-between-google-ads-and-servicetitan-1#manual-campaign-changes) - [Call Extensions not found in Google](/roofing/docs/understand-revenue-mismatches-between-google-ads-and-servicetitan-1#call-extensions-not-found-in-google) See the sections below to learn more about these common causes and how to resolve them. ## Different time calculations The difference in revenue reporting between ServiceTitan and Google Ads can be caused by the date each platform attributes the revenue to: - **ServiceTitan:** Revenue is recorded on the job completion date. - **Google Ads:** Revenue is recorded on the ad impression date. The ad impression date is the date the customer saw the ad. For example, a customer sees your Google ad on January 1st and books an appointment. The job is completed on January 4th for $1,000. - ServiceTitan will show $1,000 in revenue on January 4th, the job completion date. - Google Ads will show $1,000 in revenue on January 1st, the ad impression date. Even though Google Ads doesn't receive the conversion data until January 4th, it backdates the revenue to the date of the ad impression. This means the revenue will only appear in Google Ads when the date filters include January 1st. ### How to solve this The Google Ads method for analyzing revenue and cost on the same date as the ad impression is more helpful when determining the return on ad spend (ROAS) and overall performance. However, there are ways to visualize the data in Google Ads so that you can verify the revenue being sent to Google Ads is accurate. 1. Sign in to your [Google Ads account](https://ads.google.com/nav/login). 2. In any table view, click **Columns**. ![Columns highlighted on the Campaigns screen.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/understand-revenue-mismatches-between-google-ads-and-servicetitan-image-y16q9yym.png?sv=2026-02-06&spr=https&st=2026-11-01T23%3A06%3A23Z&se=2026-11-02T00%3A06%3A23Z&sr=c&sp=r&sig=Ty0IpagUGCS%2FQdtaPzmZF1Sz9Hfb7uEbbxLjwMAnQEw%3D) 3. Select **All conv. value (by conv. time)** and click **Apply**. This column shows the conversion value on the date it was sent into Google Ads, which should align closely with the job completion date in ServiceTitan. ![All conv. value (by conv. time) option on the Campaigns screen.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/understand-revenue-mismatches-between-google-ads-and-servicetitan-image-fq0i8og8.png?sv=2026-02-06&spr=https&st=2026-11-01T23%3A06%3A23Z&se=2026-11-02T00%3A06%3A23Z&sr=c&sp=r&sig=Ty0IpagUGCS%2FQdtaPzmZF1Sz9Hfb7uEbbxLjwMAnQEw%3D) 4. Click **Segment > Conversions > Conversion action** to segment your data by conversion action. ![Conversion action for a campaign.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/understand-revenue-mismatches-between-google-ads-and-servicetitan-image-zr9dqpxy.png?sv=2026-02-06&spr=https&st=2026-11-01T23%3A06%3A23Z&se=2026-11-02T00%3A06%3A23Z&sr=c&sp=r&sig=Ty0IpagUGCS%2FQdtaPzmZF1Sz9Hfb7uEbbxLjwMAnQEw%3D) 5. Add up the values for these conversion values to verify revenue: - ServiceTitan Completed Jobs Conversion Action - ServiceTitan Call Extension Completed Job Conversions ![Conversions highlighted on the screen.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/understand-revenue-mismatches-between-google-ads-and-servicetitan-image-21mbih5h.png?sv=2026-02-06&spr=https&st=2026-11-01T23%3A06%3A23Z&se=2026-11-02T00%3A06%3A23Z&sr=c&sp=r&sig=Ty0IpagUGCS%2FQdtaPzmZF1Sz9Hfb7uEbbxLjwMAnQEw%3D) > [!NOTE] > **Note:** This may help you discover another common reason for discrepancies: counting other conversion actions towards the conversion value total. ## Manual campaign changes If an office employee manually changes the campaign for a job in ServiceTitan after a conversion is sent to Google Ads, the date may not match. You can create a report to find out if this is contributing to the mismatched revenue. ### How to solve this 1. In ServiceTitan, go to the navigation bar and click **Reports**. 2. Click **Create Report**. ![Cursor hovers over the Create Report option.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/understand-revenue-mismatches-between-google-ads-and-servicetitan-image-ba8ntwni.png?sv=2026-02-06&spr=https&st=2026-11-01T23%3A06%3A23Z&se=2026-11-02T00%3A06%3A23Z&sr=c&sp=r&sig=Ty0IpagUGCS%2FQdtaPzmZF1Sz9Hfb7uEbbxLjwMAnQEw%3D) 3. Select **Calls** for the report type and report template. 4. Add the **Job Campaign** and **Job Number** columns to the report and click **Next**. ![Column options for the report.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/understand-revenue-mismatches-between-google-ads-and-servicetitan-image-ifyt9j19.png?sv=2026-02-06&spr=https&st=2026-11-01T23%3A06%3A23Z&se=2026-11-02T00%3A06%3A23Z&sr=c&sp=r&sig=Ty0IpagUGCS%2FQdtaPzmZF1Sz9Hfb7uEbbxLjwMAnQEw%3D) 5. Enter a report name and category, then click **Save**. Review the report for instances where the call campaign does not match the job campaign. Frequent mismatches may indicate that office employees are manually changing the job campaign. Remember, multiple calls can link to a single job. It's normal for a Google Ads call to show a different campaign if it wasn't the call that directly created the job. However, if mismatches are common, investigate the job Audit Trails to confirm whether campaigns are being manually overridden. If so, educate office employees to avoid overwriting the *Marketing Campaign* field for jobs where it's already set to prevent this issue. ![Columns of the report.](https://cdn.document360.io/961862ab-d0f2-4d91-bb62-a62ee8184eff/Images/Documentation/understand-revenue-mismatches-between-google-ads-and-servicetitan-image-mzya3b8u.png?sv=2026-02-06&spr=https&st=2026-11-01T23%3A06%3A23Z&se=2026-11-02T00%3A06%3A23Z&sr=c&sp=r&sig=Ty0IpagUGCS%2FQdtaPzmZF1Sz9Hfb7uEbbxLjwMAnQEw%3D) ## Call Extensions not found in Google When a job originates from a Google Ad call extension phone number and is completed, Ads Optimizer attempts to sync the call data with the Google Ads platform. However, Google only imports the associated revenue if it finds a matching call that aligns with the data we provide. In some cases, a call extension number is dialed even though it wasn't actively displayed on a Google Ad at that time. This can happen for several reasons, such as: - Someone saved the number in their phone. - The number is being used elsewhere, like as a tracking number in an email. When this occurs, ServiceTitan may attribute the call and its resulting job to the Google Ad campaign linked to that phone number. However, Google will reject the revenue because it doesn't recognize the call as a valid call extension interaction. ### How to solve this There will always be some level of mismatch due to this issue. If the discrepancy is significant, consider replacing the call extension number with a new tracking number. ## Want to learn more? - See [Marketing Pro Ads Optimizer](/roofing/docs/enable-marketing-pro-ads-optimizer) ServiceTitan's integrated marketing automation platform for email, SMS, direct mail, and digital ad campaigns. **What it does:** Drives new customer acquisition and repeat revenue by automating targeted campaigns across multiple channels — all tied to actual job revenue. **Also called:** ST Marketing, Marketing automation **Tags:** Marketing Pro [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) A downloadable log of who changed what record and when. **What it does:** Provides change history for accountability, error investigation, and compliance across teams. **Also called:** Change history **Tags:** Core [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview) Marketing Pro tool that auto-tunes Google Ads spend based on real revenue and team capacity. **What it does:** Automatically adjusts Google Ads budgets and bids using actual job revenue and technician availability to maximize ROI. **Tags:** Marketing Pro, ServiceTitan Max, AI-Powered [See the full glossary →](https://help.servicetitan.com/docs/glossary-overview)