tl;dr
Any marketing spend without a native Klar integration flows into your CM3 via the Custom Marketing Costs sheet:
CM2 − Marketing Costs = CM3
Use the CMC sheet for costs like: agency fees, freelancers, influencer campaigns, affiliate commissions, production costs, and any ad platform not natively connected to Klar.
Two sheet types are available — make sure you pick the right one:
CMC (Google Sheet for Custom Marketing Costs) — for marketing costs. Supports optional UTM mapping so costs appear at campaign, ad group, or ad level in your Attribution reports.
Custom Costs (Google Sheet for Custom Costs) — for overhead and non-marketing costs (e.g. warehouse software, accounting tools). Costs are distributed evenly across days but are not mapped to marketing channels.
Setting up a Custom Marketing Costs sheet
In the left sidebar, go to Store Configurator → Data Sources
Click Add Data Source → Add New Data Source
Select CMC (Google Sheet for Custom Marketing Costs)
Give it a name (e.g.
Custom Marketing Costs DE) and click ConnectClick on the created datasource to open its detail page, then click Open Google Sheet
The Google Sheet opens — you're ready to fill it out.
Entering your costs
Basic setup — cost + platform
Enter the Start Date and End Date for the expense — Klar distributes the cost evenly across all days in that range
Enter the expense type in the Platform column. This is used to match the cost to a marketing channel — use the same naming convention as your channel rules (e.g.
Meta Paid,Google Branded)Enter the Amount — no currency symbol, use a decimal point not a comma (e.g.
1500.00)Klar imports new data multiple times per day. To trigger an immediate sync, click the three dots on the datasource and select Sync Data
Advanced — UTM-level breakdown (Sheet 2.0)
If you want costs to appear at campaign, ad group, or ad level in your Attribution reports, fill in the optional columns:
Campaign — e.g.
New YearAd Set — e.g.
Countdown to New YearAd — e.g.
New Year's EveAd ID — the platform's ad identifier (optional)
Impressions / Clicks — for performance metrics alongside spend
How it works: Klar matches the UTM values in the sheet to the UTM values captured by the Klar Pixel on your store. Wherever there's a match, the cost from the sheet is attributed to those sessions and orders — giving you spend, revenue, and ROAS at campaign level for platforms that have no native API connection.
⚠️ Don't forget: For UTM mapping to work, you also need to add the platform as a Marketing Channel in the Channel Builder. → Configuring Marketing Channels
What costs should I enter here?
Do not enter any costs already tracked via an API connection (Facebook Ads, Google Ads, TikTok, etc.) — those are imported automatically and would be counted twice.
Enter everything else that belongs in your marketing budget:
Influencer campaign fees
Affiliate commissions
Agency retainers or project fees
Freelancer costs (copywriters, designers, videographers)
Ad platforms without a native Klar integration
Creative production costs
Overhead costs like warehouse software, accounting tools, or office rent don't belong here — use the Custom Costs sheet for those instead.