Attribution & Tracking
ROAS Reconciliation Calculator
The ROAS Reconciliation Calculator compares what Meta and Google claim they earned against the revenue your Shopify store actually recorded. It surfaces your true blended ROAS, the over-attribution percentage your platforms are reporting, your break-even ROAS based on margin, your Marketing Efficiency Ratio (MER), and your real profit. The result is a clear picture of whether your campaigns are genuinely profitable or just looking good in platform dashboards.
Who it's for: Shopify and DTC brands running Meta and Google ads at the same time who suspect their platform-reported ROAS is overstating actual performance.
How the ROAS Reconciliation Calculator works
You enter Meta revenue and spend, Google revenue and spend, your actual Shopify revenue, your total ad spend across all platforms, your gross margin, and your industry. The tool computes Meta ROAS and Google ROAS individually, then a Platform Total ROAS that adds Meta and Google revenue together over total spend.
It then calculates the Shopify Actual ROAS using your real store revenue as the denominator's numerator (Shopify revenue divided by total spend). The gap between Platform Total ROAS and Shopify Actual ROAS is the attribution discrepancy, and the over-attribution figure shows how much more revenue your platforms claim versus what Shopify actually generated.
Break-even ROAS is derived from your gross margin (100 divided by margin percent), so a 30 percent margin needs roughly a 3.33x ROAS just to cover product cost and ad spend. MER is your total revenue divided by total spend, and total profit is gross profit minus ad spend. The tool flags a discrepancy above 1.5x as critical and compares your Shopify ROAS to an industry benchmark.
The formula
Shopify Actual ROAS = Shopify revenue / total ad spend. Over-attribution % = ((Meta revenue + Google revenue - Shopify revenue) / Shopify revenue) x 100. Break-even ROAS = 100 / gross margin %. Total profit = (Shopify revenue x margin %) - total ad spend.
Frequently asked questions
Why do Meta and Google together report more revenue than Shopify actually made?+
Both platforms claim credit for the same purchase when a customer sees or clicks ads on multiple channels before buying. Because each platform attributes independently, the same Shopify order can be counted by Meta and Google at once. Shopify only records the order once, so it is the reliable source of truth for total revenue.
What is break-even ROAS and why does the calculator base it on gross margin?+
Break-even ROAS is the return you need just to cover your product cost and ad spend, calculated as 100 divided by your gross margin percent. A 30 percent margin means you need about 3.33x ROAS to break even, while a 50 percent margin only needs 2x. Below your break-even ROAS you are losing money on every sale even if the platform shows a positive return.
Why use MER instead of platform ROAS?+
MER (Marketing Efficiency Ratio) is total store revenue divided by total ad spend, so it cannot be inflated by platform attribution overlap or view-through claims. Because it uses Shopify revenue as the numerator and your real combined spend as the denominator, it gives a single blended number that is harder to game than channel-level ROAS.
Where do I find the numbers to enter?+
Meta revenue and spend come from Ads Manager (Purchase Conversion Value and Amount Spent). Google revenue and spend come from the Conversion Value and Cost columns. Shopify Actual Revenue comes from Shopify Analytics, Sales over time, for the exact same date range. Make sure every field uses the same period or the reconciliation will be off.