Your combined attributed revenue is 3x your actual Shopify revenue. This is why.
Post-iOS14, every major platform shifted to broader attribution windows and modelled conversions. Meta defaults to 7-day click + 1-day view. Google uses data-driven attribution with a 30-day window. TikTok runs on 7-day click + 1-day view. A customer who sees a TikTok ad, clicks a Meta retargeting ad, and then converts via Google Search is counted as a full conversion on all three platforms. One DTC brand with 600 actual orders documented 1,050+ attributed conversions across platforms. The ROAS you're optimising from is fiction.
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A single Shopify order can be claimed by Meta, Google, and TikTok simultaneously
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Meta over-reports conversions by 26% on average — much more for some brands
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iOS14 removed 30–50% of attributable conversion data from Facebook's pixel
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Scaling decisions made on inflated platform ROAS consistently disappoint when you check Shopify
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ROAS Attribution de-duplicates conversions across platforms and reconciles ad data with your actual Shopify orders. The number you see reflects reconciled performance—not the sum of what every platform claims. For DTC brands, this is the difference between scaling a profitable channel and pouring budget into one that only looks profitable.
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Meta: 57 purchases, 4.2 ROAS. Google: 41 purchases, 3.8 ROAS. Shopify: 24 actual orders. You have no idea what's really working.
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Alpomi: 24 de-duplicated conversions correctly attributed across channels. Reconciled ROAS of 2.3. You know exactly which channel drove which sale.
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Scale Meta spend because it shows the best ROAS. Shopify revenue barely moves. Profit tanks. Refunds hit in January.
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Scale the channel with the best verified ROAS — the one that matches what Shopify shows. Revenue and profit move together.
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ROAS that matches your Shopify P&L
De-duplicated, iOS-resilient attribution using your actual order data
Channel contribution you can defend
See exactly which platform drove each sale — not self-reported over-attribution
Profitable scaling decisions
The brands that scaled into BFCM profitably had verified attribution first — not platform estimates
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