Article

Why Your ROAS Is Wrong: The Hidden Gaps in Shopify Attribution

Polar Analytics Free Intermediate

Explains precisely why the number a founder sees on Meta's own dashboard is not the number that should decide whether ads are working.

  • 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.
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The question it answers

  1. What ROAS should I realistically expect from Meta ads for my D2C brand?

Read with it

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