Why platform ROAS does not match your revenue

Attribution windows, pixel and API double counting, modelled conversions, refunds and time zones: the five causes of the gap between ROAS and real revenue.

Both numbers are correct and they measure different things. The five causes of the gap, how to check each one, and why MER is the only number that reconciles.

Category: Analytics

They are not measuring the same thing

The five causes of the gap

The number that reconciles: MER

What to do with the gap

When the gap is actually a problem

FAQ