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Why we picked it Explains precisely why the number a founder sees on Meta's own dashboard is not the number that should decide whether ads are working.
Why Your ROAS Is Wrong: The Hidden Gaps in Shopify Attribution
From Polar Analytics
- Ad platforms routinely over-report ROAS by 2 to 3x versus first-party, click-based measurement.
- Every platform (Meta, Google, TikTok) claims credit for its own attributed conversions, so adding up platform ROAS numbers double counts sales.
- Blended ROAS, total revenue divided by total spend, is the number that cannot be inflated this way.
