Data blending

Data blending lets a single widget pull from ad-platform connectors — for example, Meta Ads, Google Ads, or LinkedIn Ads — and from non-ad data sources — for example, GA4, HubSpot, Shopify, BigQuery, or Google Sheets — at the same time. The blend configuration tells the dashboard how to match rows from the non-ad source against the ad data so they appear side by side. Blending only works inside a single widget — there is no cross-widget joining. See Refresh strategies for how each connector’s data is stored before the blend step runs.

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When to use Data Conversion vs Data Blending

Both Data Blending and Data Conversion live on the Data integration tab of every eligible data source’s settings page, behind the same on/off toggle. The two modes solve different problems — pick Data Blending to enrich existing ad rows with a complementary source, or Data conversion to turn a non-ad source into a standalone ad channel: Typical Data Blending scenarios:

• Layering offline conversion or revenue data from a CRM onto ad performance
• Pulling cost data from an unsupported channel into a marketing widget
• Adding annotations, budgets, or targets stored in a spreadsheet
• Merging custom backend metrics with platform spend

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Open the blend settings

Blend settings live on the data source itself:

1. Open the Connections menu and pick the data source.
2. Open Data source settings.
3. Open the Data integration tab.
4. Toggle the integration on — the prompt reads “Turn on to blend or convert this data source. Leave off to use this data source as-is.”
5. Pick Data Blending on the card group.

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Step 1: Date settings

Pick a date dimension from the non-ad source so the blend can filter by date. The format is detected automatically; enter it manually if detection fails. If no date dimension is selected, the non-ad source ignores the date breakdown on the widget — all values flow through regardless of the date range. Use this only when the source is genuinely date-agnostic (targets, mappings, dictionaries).

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Step 2: Join type

Pick Left Join to enrich existing ad rows with extra columns. Pick Full Join when the non-ad source should also contribute rows that have no ad-data match.

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Step 3: Breakdown mappings

For each widget breakdown that needs a mapping, add a row. Each row pairs a target marketing field with a source field from the blended data. Constraints worth knowing:

• Up to 15 widget-dimension rows per configuration.
• Each row supports up to 5 target-to-source pairs.
• A widget dimension can only appear in one row.
• The same target breakdown cannot be selected twice inside a single row.
• Custom architecture breakdowns are single-select per row.

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The “default” row

In addition to specific widget-dimension rows, a default row can be added. The dashboard first looks for a mapping that matches the widget’s current dimension. If none is found, it falls back to the default row. Without a default and without a specific match, the row produces no result.

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Total mapping

The Total Mapping controls aggregation when the widget renders a single total instead of a breakdown — typically scorecards and single-value widgets. Pick the highest level that makes sense for the data (often Ad account or the source’s primary ID column), or pick No grouping to aggregate the entire source. Important: if Total Mapping is set to No grouping and the current widget dimension has no explicit mapping in the configuration, both Left Join and Full Join return an empty result. The default fallback is intentionally ignored in this case.

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Step 4: Metric mappings

For each metric the widget should compute, map the non-ad source field to the marketing metric. Multiple metrics can sum across both sources (for example, Ad Spend from Google Ads plus Ad Spend from a blended CSV). A field that already appears as a mapping condition in Step 3 does not need to be re-mapped here for filtering to work.

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Step 5: Save

Click Save. The data source is now blended and can be added to any widget alongside ad data sources.

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Automatic defaults

Several connectors ship with default blend settings already applied at creation time:

• GA4 — UTM-based mappings on Ad, Ad Set, Campaign, Ad Account, plus a default fallback. Forced Left Join.
• HubSpot Deals — first-touch UTM mappings on keyword, ad, ad set, campaign, ad account. Forced Left Join.

These can be edited or replaced anytime in the same panel. If a data source already shows as blended right after creation, this is why.

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Troubleshooting

Related: Data conversion · Data integration FAQs