What we read
Ripplux reads campaigns, ad groups, keywords, and Performance Max asset groups via the Google Ads API. We compute true ROAS by joining Google-attributed conversions against Shopify orders, then we run holdout experiments to confirm incrementality.
Branded vs non-branded
Ripplux automatically separates branded search from non-branded search. Branded search ROAS is reporting noise on most stores; non-branded is where incremental spend lives. We surface the split so the optimisation conversation isn't muddied.
Multi-account (MCC)
Manager Account (MCC) connections are supported. Ripplux walks the customer hierarchy and aggregates spend across managed accounts.