# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Report revenue and new-customer revenue for Google Display Ads.
The #roadway-skill block on this page holds a SKILL.md for it, including the full prompt. Treat that file as a starting point. It will not just work if you paste it into ChatGPT or Claude.
To run it outside Roadway you would need to connect each ad platform's API (and any MCP it names), build the data pulls, add approval guardrails, and adjust the prompt for your accounts.
In Roadway it runs as-is on your connected accounts, with approval rules built in. Open it in a new chat at https://www.roadwayai.com/workflows/report-revenue-roas-and-new-customer-revenue-for-google-display-ads
Page: https://www.roadwayai.com/workflows/report-revenue-roas-and-new-customer-revenue-for-google-display-ads
Library index: https://www.roadwayai.com/automation-library
---
name: report-revenue-roas-and-new-customer-revenue-for-google-display-ads
description: >-
Reports Google Display revenue and new-customer share against your return target and profit margin, not just platform-reported revenue.
---
# Report revenue and new-customer revenue for Google Display Ads
Source: https://www.roadwayai.com/workflows/report-revenue-roas-and-new-customer-revenue-for-google-display-ads
From the Workflow Automation Library by Roadway.
## Before you use this outside Roadway
This SKILL.md is a starting point. It needs adjusting before it will work outside Roadway.
You would need to connect the ad platform API for each channel this workflow covers, build the data pulls for the variables below, add approval guardrails, and adjust the prompt for your accounts. If the prompt names an MCP tool, you also need that MCP connected.
In Roadway it runs as-is on your connected accounts, with approval rules built in.
## What it does
Reports Google Display revenue and new-customer share against your return target and profit margin, not just platform-reported revenue.
Reports Google Display revenue and new-customer share against your return target and profit margin, not just platform-reported revenue. It reads your live account and turns the numbers into a short written report.
## Steps
1. Collect the inputs listed under Variables. In Roadway they come from your connected accounts. Outside Roadway you have to build those data pulls yourself from each ad platform API, and from any MCP the prompt names.
2. Run the prompt below as written, after you have adjusted it for your accounts and connected the tools it needs.
3. Review the result. Apply changes to a live ad account only after you approve them. Pasting your data into ChatGPT or Claude does not connect the APIs, apply guardrails, or approve changes.
## Variables
average_order_value, goal_metric, lookback_window, margin_pct, report_period, return_target, transaction_revenue
## Prompt
Report revenue and new-customer revenue for Google Display Ads
Report my Google Display revenue performance for the last [set this to your own report period] and classify each campaign:
1. Profitable scale
2. Profitable but capped
3. Unprofitable
4. Needs attribution check
Context and defaults (use these; don't ask):
- The return target: [set this to your own return target]. If not set, use the trailing 90-day return on spend and say so.
- The profit margin: [set this to your own margin percent]. If it isn't available, say so and skip the rules that depend on it.
- Transaction revenue: [set this to your own transaction revenue]. If not available, use the CRM or source-of-truth goal count.
- The average order value: [set this to your own average order value]. If it isn't available, say so and skip the rules that depend on it.
Rules:
- Use the return target as the bar, and translate return on spend into profit margin so a high-AOV, low-margin campaign does not look better than it is.
- Separate new versus returning customer revenue where the platform or transaction revenue allows it. A campaign that mostly buys back existing customers deserves less credit than its return on spend suggests.
- Profitable but capped: above the return target and Limited by budget, low eligible inventory and narrow targeting shows it is constrained, so more budget would likely hold efficiency. Unprofitable: return on spend clearly under the return target for [set this to your own lookback window] with enough spend to judge (at least 3x the average order value).
- Needs attribution check: platform revenue diverges clearly from transaction revenue or GA4, or view-through conversions make up more than half of the credit. If not set, a gap of more than 25%. Check the Google tag with enhanced conversions, view-through conversion windows and offline conversion imports before you act on the numbers.
- Delivery-constrained (budget-limited) means it spent nearly all of its daily budget on most recent days and, on search, lost impression share to budget. If not set, 95%+ of the daily budget on 4+ of the last 7 days, and 10%+ impression share lost to budget.
Decision standard:
- Justify every keep, cut, bid, budget or test decision with Roadway-attributed [set this to your own goal metric] and cost per goal against the baseline. Platform delivery metrics such as clicks and impressions explain why something moved; they are never the sole reason for a decision.
- Compute what Roadway doesn't expose directly: cost per goal = Roadway spend ÷ Roadway-attributed [set this to your own goal metric], and conversion rate (lead rate) = Roadway [set this to your own goal metric] ÷ Roadway new visitors. Don't substitute platform-reported conversions or conversion rates.
- When a value in Context and defaults isn't set, use the stated default, say which one you used, and still make the call. Don't stop to ask.
- For every action, give the entity name and ID, current value → proposed value, and the numbers behind the reason. Write "None" under any empty heading.
- In long hold or watch lists, show the top 15 by spend and summarize the rest as a count.
- Any budget or bid change you propose moves one entity by at most the max change limit per run (20% unless the coworker's Guardrails set another); stage a larger move across runs. Pausing an entity under a stated stop rule is a status change, not a budget change.
Give me a report of each with reasoning for each action. Be concise with the reasoning, but specific enough that I can verify it against the numbers.
Report structure:
Google Display revenue and return report
Summary:
Revenue, return vs the return target, profit margin, new-customer share and the budget moves that would raise total margin.
Profitable scale:
- [campaign] - [reason]
Profitable but capped:
- [campaign] - [reason]
Unprofitable:
- [campaign] - [reason]
Needs attribution check:
- [campaign] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/report-revenue-roas-and-new-customer-revenue-for-google-display-ads
Reports Google Display revenue and new-customer share against your return target and profit margin, not just platform-reported revenue. It reads your live account and turns the numbers into a short written report.
