Connectors · Ad platform
Pennant + Google Ads
Google Ads knows what you spent; it has no idea who enrolled. The Pennant connector brings spend and campaign data into the same view as your CRM funnel — including agency manager (MCC) accounts that span multiple schools.
What syncs
Hourly, backfilled, and PII-free
- Campaign-level spend, synced hourly
- Agency MCC support — connect a manager account once, map spend to the right institution
- Historical backfills so cost trends start deep
Every connector, always:
Automated hourly syncs · historical backfills · credentials encrypted at rest (AES-256-GCM) · sync-health monitoring with alerting · zero student PII ingested.
What it unlocks
Questions this connector answers
- Spend that meets its outcomes
- Ad spend joined to CRM-tracked applications and enrollments — CPL and CPE per channel and program, not platform-reported conversions.
- Honest platform accounting
- Gross versus net spend with per-channel agency fee markup, so the platform's number and the invoice's number are both visible.
- Pacing against real budgets
- Live spend pacing against the budgets you set — ahead-or-behind visible per channel, mid-cycle.
Running Google Ads? You're most of the way there.
Bring your setup to a demo and we'll walk through exactly what the connector would sync and what your dashboard would show.