Flowcode Data Alignment

May 2026 · Prepared June 12, 2026

Overview: May 1 – May 31

?Total Google Ads spend across Search and Performance Max campaigns. Pulled directly from Google Ads reporting API.total_spend = search_spend + pmax_spend
Ad Spend
$8,925
-73% vs April ($32,463)
?Revenue attributed to Google Ads by the platform. Uses Google's default attribution model. Includes both Search and PMax conversions.platform_revenue = search_rev + pmax_rev
Platform Revenue
$25,424
-52% vs April ($53,376)
?Total sessions from GA4 across all traffic sources. Despite a 73% paid spend reduction, sessions remained stable — organic and direct traffic absorbed the gap.sessions = count(ga4_sessions)
Sessions (GA4)
271,549
+1% vs April (268,414)
?GA4 key events (formerly "conversions"). Includes all configured conversion actions across the Flowcode platform — QR scans, sign-ups, plan upgrades, etc.key_events = count(ga4_key_events)
Key Events
796,919
-18% vs April (973,370)
?Paid return on ad spend. Platform-attributed revenue divided by total ad spend. Measures efficiency of paid Google campaigns.roas = platform_revenue / total_spend
Paid ROAS
2.85x
$25,424 / $8,925
?Google Search Console clicks from organic search. Users who clicked through from Google search results (non-paid).gsc_ctr = clicks / impressions
GSC Clicks
26,360
-17% vs April (31,707)
?Google Search Console impressions. Number of times Flowcode pages appeared in Google search results. Growing 24% despite click decline — CTR compression.impressions = count(gsc_impressions)
GSC Impressions
2,135,451
+24% vs April (1,715,964)
?Google Search Console click-through rate. Declined from 1.85% to 1.23% — more impressions but proportionally fewer clicks. May indicate ranking for broader, less-relevant queries or lower positions.ctr = clicks / impressions
GSC CTR
1.23%
-0.62pp vs April (1.85%)
Organic resilience. Despite a 73% spend reduction ($32.5K → $8.9K), total GA4 sessions held steady at 271K (+1.2%). This suggests the paid spend was largely driving incremental sessions that organic/direct channels already covered — or that Flowcode's organic traffic base is strong enough to absorb the pullback.

Google Ads

Platform-reported
Campaign Type Spend Imp Clicks Conv
Search $4,894 20K 4K 45
Performance Max $4,031 60K 6K 282
Total $8,925 80K 10K 327
PMax drives 86% of conversions. Performance Max generated 282 of 327 total conversions (86%) on slightly less spend than Search. However, PMax is a black box — Google controls audience targeting, creative assembly, and placement. The high conversion volume may include brand-intent users who would have converted organically. Search provides more transparency but only 14% of conversions.
Google Ads — Daily Spend: Search vs PMax (May 2026)
What we're filtering by.
  • Attribution window: 30-day click (Google default)
  • Campaign types: Search + Performance Max
  • Conversion actions: All configured (sign-ups, plan upgrades)
  • Revenue type: Platform-reported, not verified against Flowcode billing
  • PMax caveat: Black box — cannot separate brand vs non-brand, placement, or audience
  • Spend reduction: -73% MoM — intentional budget pullback

Google Search Console (Organic)

Organic only
Metric May April MoM
Clicks 26,360 31,707 -17%
Impressions 2,135,451 1,715,964 +24%
CTR 1.23% 1.85% -0.62pp
CTR compression. Impressions grew 24% but clicks dropped 17% — CTR compressed from 1.85% to 1.23%. This pattern typically means pages are ranking for more queries but in lower positions, or appearing for broader/less-relevant searches. Worth investigating which new queries are driving impression growth without corresponding clicks.
GSC — Impressions vs Clicks (May 2026)
What we're tracking.
  • Data source: Google Search Console
  • Scope: Organic search only — excludes paid
  • Impressions surging: +24% MoM — Flowcode ranking for more queries
  • Clicks declining: -17% MoM — not converting visibility to traffic
  • CTR gap: 1.23% vs 1.85% — investigate new query types driving impressions

Combined

Channel Spend Platform Revenue Platform ROAS Conv
Google Search $4,894 — — 45 Platform-reported
Google PMax $4,031 — — 282 Platform-reported
Total Google Ads $8,925 $25,424 2.85x 327
The big story this month is the spend pullback test: a 73% budget reduction ($32.5K → $8.9K) while organic sessions held steady (+1.2%). This suggests a significant portion of prior paid spend was cannibalizing organic traffic. ROAS actually improved from the April run rate, likely because the remaining budget captured higher-intent users. GSC impressions grew 24% but CTR compressed from 1.85% to 1.23% — Flowcode is gaining organic visibility but not converting it to clicks proportionally. Key question: how much of the revenue decline (-52%) is attributable to the spend cut vs organic seasonality?