Your ROAS looks great. Your bank account disagrees. Here's the problem.
This is the most common trap for SME owners running their own ads. The ROAS number in Google Ads looks like 4.5x. Meta shows 3.8x. But after COGS, shipping, returns, and payment fees, you're barely breaking even. The platforms are showing you revenue metrics, not profit metrics — and every platform uses a different window to claim credit. One documented case: an eCommerce owner running at 4.5 ROAS discovered they were generating £1,200 profit on £22,000 revenue. ROAS was a lie.
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Platform ROAS measures revenue, not what you actually keep
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Google and Meta both claim the same conversion — your real conversion count is half what they show
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The 'learning phase' burns budget without giving you reliable data to act on
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Blended ROAS (total revenue ÷ total spend) is a much better signal but hard to calculate manually
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ROAS Attribution applies consistent rules across your platforms so you stop being misled by each one's self-reported numbers. You see reconciled ROAS alongside each platform's reported figure so you can see exactly how much they're over-claiming—grounded in your order data where connectors allow.
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Check Google: 4.2 ROAS. Check Meta: 3.8 ROAS. Calculate blended in a spreadsheet. Get a different number every time. Make a budget call based on the platform number that looks best.
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Check Alpomi: reconciled blended ROAS of 2.1. See platform-reported vs reconciled side by side. Know exactly which channel is over-claiming. Make budget decisions on the number that matches your orders.
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Scale the campaign with the best-looking ROAS. Profit doesn't move. Wonder why.
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Scale the campaign with the best reconciled ROAS. Profit moves. Keep scaling.
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Stop wasting budget on overstated ROAS
Platform ROAS is typically 40–70% overstated vs actual business performance. Now you optimise on the real number.
Consistent attribution rules across channels
No more spreadsheet reconciliation between Google and Meta reports
ROAS that matches your actual revenue
Blended ROAS calculated from actual spend and actual sales — not platform estimates
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