Industry benchmarks for attribution overlap across Meta, Google, and TikTok. Based on analysis of 500+ Shopify stores.
Most brands running Meta + Google see 25-35% of conversions claimed by both platforms
Brands running Meta + Google + TikTok see 40-60% total over-attribution
Overlap varies widely based on attribution model, customer journey length, and industry
| Platform Combination | Average Overlap | Typical Range | Primary Cause | Severity |
|---|---|---|---|---|
| Meta + Google | 25-35% | 15-50% | Cross-platform customer journeys, view-through attribution inflation | High |
| Meta + TikTok | 20-30% | 10-45% | Similar audience targeting, overlapping creative strategies | Medium-High |
| Google + TikTok | 15-25% | 8-40% | Different user intent, less audience overlap | Medium |
| All 3 Platforms | 40-60% | 30-75% | Compounding attribution claims, no de-duplication logic | Critical |
Standard Meta/Google model - highest overlap
+30-40%
Overlap Increase
Removes view-through pollution, moderate overlap
+15-25%
Overlap Increase
Shortest window - lowest overlap, misses delayed conversions
+5-15%
Overlap Increase
Always reconcile ad platform conversions against Shopify orders. Shopify never over-attributes.
Switch from 7-day click + 1-day view to 7-day click only. Reduces overlap by 15-25%.
Server-side tracking with proper de-duplication logic eliminates 80-90% of overlap.
MER = Total Revenue / Total Spend. More reliable than platform-reported ROAS when overlap exists.